Every “vote” or link to your site helps determine the value of your site. However, it’s not just the sheer number of links your website gets. Links from a diverse range of websites is good, many links from a single domain to your site (especially if it’s one of the very sites linking to you) can be seen as spammy. Any discrepancies might cause Google to NOT show your business' information on a search result page. The search engines focus on quality content, with articles that are longer than 2,000 words often being featured on page one. With that in mind, it’s worth scheduling some long-form posts into your content calendar.

Leverage the work your competitors have already done in SEO

Monitoring tools are a huge part of ensuring only quality links are connected to your site, and give you an easy way to remove any negative or potentially harmful ones. The content on your site should be organized in a logical way. This is not only good for SEO, it also helps visitors on your site find other related content easily. A key lesson to apply to pretty much every aspect of SEO, is not to get carried away when you find ideas that work. For example, just because quality is key, that doesn’t mean that you need to disavow every low quality link and only ever build links from the top sites. Your users need the structure to navigate through your site, to click from one page to the other. And Google uses the structure of your site in order to determine what content is important and what content is less important.

Local Link Building

Getting high-quality links from outside websites is key — especially if you can find a way to get .edu links. Google sees inbound links coming from websites ending in .edu as especially trustworthy. Use Google’s Search Console for guidelines on Site Map creation. Once your Site Map has been created according to the Google guidelines, you should submit it to Google via Search Console. This helps Google know more about your web pages, and gives you more control over how your URLs appear in the search engine ranking pages. Higher volumes of backlinks are great, but combining that with high diversity is what’s really going to move the needle. Backlinks are an important part of SEO as they can promote your website. Linking to other websites helps to increase your popularity, reputation and most importantly your Google search ranking. While many backlinks can be useful, some prove to be detrimental to your SEO strategy and leave you out of favour with search engines.

Make sure your content is highly readable and can answer those longer tail queries

“Social search” is an evolving term for the way in which search engines factor a user’s social network -- also referred to as social graph -- into how results are displayed after a search query. Meaningful content that operates as part of a wider digital marketing strategy, with the likes of social media and blogging all playing a part, is now key. A better average time on your website leads to a lower bounce rate and a greater user experience. Make the navigation through your website as smooth as possible. We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "Experience-based competitive audits analyze variables that would affect the experience someone has on your website compared to that of your competitors."

Publish content that has a high potential for shareability

Dig through your customer communications to find additional, actively used keywords. Talk to your customer service people to find out what customers are asking about (in their words). If you have covered the technical issues of a new website, you’ll have properly prepared your site for all the great content you’ll be adding. There was a time when “keyword density” meant something for SEO content. Make sure you add responsive mobile URLs to your sitemap. Mobile friendly pages tend to rank higher for mobile search results, therefore inform the Search Engines which pages on your website is mobile friendly.