The bottom line is that if you’re focusing on a small group of generic keywords, you’re probably not being found by most of the people who are searching for you. Sites that get featured in the Rich Snippets and Knowledge Graphs are now the first place where visitors tend to click. A link from a site that has been deemed authoritative on its topic, like the Wall Street Journal, is going to give you better results than a link from a newspaper source that has been around for two months. These high-quality sites are more trust worthy to search engines and will give you more of an increase in the SERPs. Optimizing for local SEO means more than just making sure your location is clear. You can also use it to show opening hours, reviews and phone numbers (which smartphone users can click to instantly call).

More focus is put on link building

Google is constantly evolving to better understand the context and intent of user behaviour. Old-school SEO focused on keywords. Get your sums right - the primary resources are all available. Its as easy as KS2 Maths or like your ABC. Its that easy! New-school SEO focuses on high click-through rates, “long clicks”, freshness, and amplification...which are all signals that users are successfully finding the answers they’re looking for in your content. It appears that when attempting to improve search engine ranking for a web-site, a position in the top six of the search engine results page has never been more important. Even web pages that currently have a top search engine ranking cannot afford to be complacent. Always ensure that your keyword or phrase appears in the first 100 words of your page, if not the first sentence. This is more important than keyword frequency.

Useful tips from experts in Google algorithms

Link building is still an effective way to up your website’s SEO and improve is search ranking. As opposed to the unethical link building efforts that could get you into trouble, effective link building tactics can help improve your brand’s online presence, get more website visitors, and start increasing sales. You would have already searched something on Google – when you look at the first couple of results, do you expect them to present what you searched for? Being ranked highly is of great benefit - it will create the impression that your website is one of the industry-leaders, a great service that knows what they’re talking about. Back in 2011, you could use blog commenting to get 200 backlinks and quickly skyrocket your rankings on search engines. But, in today’s algorithm for search engines, the focus is on quality over quantity. On the web, sole traders can in theory compete with the corporate big boys, so being able to be found – and found easily – among those searches is essential for any firm

Everything you need to know about googlebot crawlers

You should list your site in open directory projects and you must use high quality content. You may also try to use Link Exchange programs. So, there’s a perception out there and that perception comes across in businesses, it is something that needs to be managed, and you face that. Remember, it takes 20 years to build a reputation and only five minutes to ruin it. We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "A shallow, highly crawlable link structure is critical to getting all of your content indexed—follow good information architecture practices."

Don't miss out user generated content from your detailed marketing checklist

Search engines want to offer their users suitable search results, fast loading times and a positive user experience: a slow-loading webpage can therefore be penalised with poorer search ranking, which usually leads to fewer visitors and ultimately less revenue. While The talk on Facebook is about Beverley Guide at the moment. Google is the big dog when it comes to search engines, don’t forget about Bing. It does hold a considerable share of the search market. While focusing on user experience as we’ve advocated will work for Bing as well, you should do technical audits of your site for both search engines, to make sure you have not missed any important element. Many webmasters use titles or descriptions that include words or phrases like “and more” or “world’s biggest selection of.” I call these phrases redundant text, in that they have no SEO value and serve only to dilute the effectiveness of your page copy. Get rid of them where you can. Whilst Search Engine Optimisation is indeed a powerful form of digital marketing, there are other types of marketing which can be advantageous to use alongside SEO marketing. For example, PPC (Pay Per Click) advertising and social media marketing can be very useful alongside a SEO campaign.