We all know that search engines have been trying for years to decrease their reliance on links as a ranking factor. But they haven’t got there yet and I don’t necessarily see that happening in the next year or so. The canonical URL tells you / Google what the source of a page is. SEO practitioners, before deploying any given tactic, will ask first, “Will this increase my rank in the SERPs?” And if the answer appears to be yes, then the tactic is executed. Over the years I've seen webmasters and SEOs being concerned over boilerplate content, such as repetitive legal disclaimers or navigation on the header or footer of your pages. But Google time and time again has said they can handle it and they don't penalize for this type of content.

Revise your old content and update it

Contextual link building is the quickest way to boost your site’s search performance. Search engines have been tailored to predict the intent of customers, which explains why some searches have features such as local 3-packs, featured images or videos and Quick Answers. Understanding the intent behind searches allows marketers to create content messages and formats that will most likely appeal to customers. Only link to pages on other websites that you think your visitors would find helpful, valuable and/or interesting. Most people simply ignore this part as not important – please don’t do the same. Remember the following two sayings: “Show me your friends and I’ll tell you who you are” and “You are the average of the five people you spend the most time with.” Google’s Penguin 4.0 is now included in the core algorithm and is updated in real-time as of September 2016. Before this rollout, website owners waited years to recover rankings lost because of questionable SEO practices related to manipulating links.

Unique content signifies quality

You’ve got to understand that authority, niche-specific and generic blogs that publish related content can do the same. Not all links are equal, as high-authority sites contribute more heavily in this regard. This means you should aim for more reputable mentions – but without snubbing any lesser sites that might link to you, as it all adds up. It’s easier for a source to link to your content if it’s authentic, interesting and well-researched, so always aim for quality over quantity. Google’s shifts and tweaks on ranking algorithms are happening more often. What you’ve learn from an SEO competitor analysis may no longer be true after a couple of months. Competitor analysis in SEO is great for getting valuable insights, but it won’t give you a remarkable boost unless you also provide unique value to your visitors. So keep an eye on your competitors, while constantly working on ways to improve UX on your site. It’s no coincidence that the highest-volume keywords also tend to have the highest amount of competition, and of course, the higher the competition, the harder it’s going to be to rank for that keyword.

Keyword research is the basis of all search marketing

Some SEO professionals have been predicting the demise of links for a several years. But there’s little evidence to support this trend so far. Schema.org is a code protocol developed jointly by the world’s top search engines. It’s created to make it easier for companies to structure the data they present on their websites Google Panda and Penguin stopped keyword stuffing in its tracks making it not just not ideal but counter productive. We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "There are literally hundreds of factors that contribute to your final rankings. On top of that, it can be hard to determine what kinds of trends Google may associate with your chosen keywords."

Mix the methods up

Google cares deeply about the indexed age of both your site and its content. A brand new site that's a newcomer to Google is going to have a far harder time ranking on its SERPs than a site that has indexed age. Create a list of the top 10 keywords for which you want to achieve rankings. Do a search once a month on Google and see where you stand in the rankings. Keep a record of the ranking and you will be able to see the progress of your SEO efforts. Note jumps by more than five places in the ranking, because these changes are not usually due just to normal changes and search engine updates. The permalink is the full URL you see – and use – for any given post, page or other pieces of content on your site. It’s a permanent link, hence the name permalink. Creating an SEO strategy can give your company and brand a boost in the search engines. Why not improve your ROI today?