SEO tools are a necessity to any SEO campaign. They can save you time and provide you with valuable insights into your own and your competitor’s websites. Needless to say, learning how to use these tools is extremely important. As other search engines become the default Web browsers instead of Google, it makes sense to optimize for those search engines as well. Google does not work only the way it used to work, and as a result, this impacts a lotof websites built a certain way to rank high in Google. When building your content, it’s important to remember to give the crawlers enough to bite into. A hundred words typically isn’t enough copy for these crawlers to read and understand what the content is about. And this content shouldn’t be stuffed with keywords either, as some search engines (as you’ll learn in later sections) punish websites for keyword stuffing.

Understanding Your Audience and Finding Your Niche

Including a Contact Us page on your website and putting the link in the navigation not only makes for good user experience (especially if you have an ecommerce site) but can also potentially earn you some Google juice. Keywords should never be used to try to trick or mislead human beings or Google spiders.. This means using keywords that do not exactly describe the contents of your page, repeating a keyword over and over in a way that in not natural (known as “keyword stuffing”) or using any other black hat SEO tactics (like keywords in a white font on a white background) are all off limits. If your content is consistently very short and not original the Google algorithm is likely to consider the site low-quality. Local SEO refers to making a company's website more visible on maps and in local-oriented searches, often for people seeking a brick and mortar store or a services based business that serves their area.

SEO for Mindshare/Branding

If you are focused on a local market, it is also important to get connected with local businesses and organizations. Information Snippets are the block of text found under the main title of a google search result. The use of information snippets are important when writing an article. Links on your page maybe internal—pointing to other pages on your site—or external—leading to content on other sites. In either of these cases, the better your anchor text is, the easier it is for users to navigate and for Google to understand what the page you're linking to is about. An HTML sitemap (as opposed to an XML sitemap) is often mentioned as being useful for SEO. They certainly are if you use them wisely (and especially Bing seems to like them at times), but I like them even more for the fact that users like them a lot.

Ensure each page has a unique target keyword

Google very quickly recognizes if a backlink matches the target page subject. Therefore, backlink content should always relate to the landing page. Today, many sites use secondary menus to accommodate for additional content. Loads of site-owners can’t help but state that they “can’t squeeze all they have to say in just a few pages.” People like to be engaged and feel involved. Having a question as a title will start a conversation by piquing people’s interests. They will want to know what the answer is. Doing research on your targeted audience will help you come up with questions to ask. (Ideally, they should be questions members of your audience would naturally ask.) We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "Understanding what your customers and users want to learn and know is exactly how you should be developing your SEO strategy."

Only build citations for real physical locations

I am the last one to tell a website owner that his job is to become the local SEO or usability expert. That would be unrealistic. Why should a constructor learn SEO? He should not. Strive to incorporate a small handful of links to authoritative sources throughout your copy. This communicates to your readers (and to Google’s algorithms) that your content, while unique, gives credit where it’s due. While the Meta keyword and Meta description tags aren’t used as a ranking factor, Meta tags do still continue to have a use when it comes to SEO. The Meta keywords tag can be ignored but the Meta description tag should be used to help entice users to click on your page. A good Meta tag should be under 160 characters in length and provide a synopsis of the content on the page. Think of your Meta tag as a short elevator pitch that you can use to drive people to your website. The age of backlinks matter. Links that have existed for a long time weigh more heavily in your website’s link graph.