The functionality of your site should not surprise site visitors or interfere with a user’s ability to navigate. Google has no problem telling you what you need to do to compete for their top ranking spots, just read their guide and do your best to follow through with their recommendations. Although SEO is not a cure-all for businesses, it can fit into a company’s overall business strategy in several critical ways You should definitely be using canonical URLs with keywords and a relevant directory structure that also includes keywords. You should also avoid using too many page variables after the URL.

Beauty is important and usability is even more critical

The most fundamental objective of any SEO project should be to drive the bottom line. For a business, this means delivering more revenue with favorable ROI. Google is making a real push to get to grips with any tactic they see as manipulating the rankings in a way that’s against their guidelines – from keyword cramming to paying for sponsored posts. Research proves the importance of gaining a presence on the first three pages returned by the search engines. Being on the first page of the search engine results page (SERPS) should always be the target. The benefit of getting links from networks is low, whereas the risk of being penalised and losing rankings is high. Marketing is all about ROI. If you believe you can get a return on investment using only PBN links, then DO IT. For most people, it’s best to take the safe route and use more evergreen tactics.

Quality content takes time and money

Quality means not something rammed with keywords which isn’t actually very useful or easy to read. Good quality content is something useful, or interesting to the readers. You want it to be well written, broken up with subheadings and images to make it easier to read. Facebook and Twitter are two of the highest traffic referral sources for some sites, so be sure that you have profiles and are active regularly on both. People love to know about companies, so share company events, company awards, employee new hires, and most importantly, share information related to your industry that is not related to your company often. No one wants to talk to someone that consistently talks about their-self. There are issues like helping Google understand the content on your pages and website, incoming links, page authority, domain authority, usage patterns, spam factors, canonical issues and much more. Try to ensure the key phrase is an exact match to what the searcher will type into a search engine. Natural language in search is becoming more prevalent, especially with the rise in voice search and Google’s understanding of natural language queries.

Google reviews are believed to have the greatest impact on Google local rankings

Think of new ideas to expand your content, or even to invest in evergreen content, and make sure you think like a reader, rather than a search engine. The website with the most links, as well as the most valuable links, wins a higher “rank” in popularity. If your products or services are good and you have a solid marketing strategy, you will achieve both PageRank and customers. If, on the other hand, you do anything to piss Google off, you can forget about traffic coming in via search, and I wish you the best of luck! We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "SEO results are only keenly felt long-term, and therefore it can be difficult for small business owners to see the value in taking time out of their day to write about their industry."

Doing simple things like working on your On-Site and On-Page SEO, you can amplify your content's ability to rank

You should always Google keywords before committing to them.because it’ll help you to understand what—in Google’s eyes—is the best result for that particular keyword. If most of the results are vastly different to the content you’re trying to rank, it probably isn’t a great keyword to target. You want to be attracting users who are going to convert and remain loyal to your site and this can be done by delivering on your promise of quality content. To facilitate this, you need to offer clarity in your website headlines so as not to confuse or mislead anyone. You’ve heard that blogging is good for SEO and maybe you even publish new posts regularly and share your posts on Twitter and Facebook. Problem is, you’re still not seeing any serious organic traffic from your blog and you’ve never managed to see a blog post rank anywhere near the heralded first page of Google search results, no matter how much you try to cram in those keywords. Where are you going wrong? If you recently moved to HTTPS or you plan to do so, mixed content is something you’ll most likely have to deal with.