Read and understand heat maps, know your visitors/users and occasionally test your user interface. Do they use the keyword target? There's a difference between knowing your data and suffering from "analysis paralysis" (i.e., the obsession with data to the point it is ineffective to attain positive business results). If your startup isn't optimized for search, chances are your customers will end up finding your competitors instead.

So lets talk about SEO and its importance to digital marketing

404 errors offer a bit more flexibility; these come into existence when one of your pages no longer exists (usually because it was deleted, renamed, or moved). Very rarely do customers purchase from you the first time they visit your site. Don't fill your page with lists of keywords, attempt to cloak pages, or put up crawler only pages. If your site contains pages, links, or text that you don't intend visitors to see, Google considers those links and pages deceptive and may ignore your site. Remember that keywords or phrases on each of your pages should total to around 3 to 5 percent of the total text of the pages. Your keywords should be spread out across multiple pages, not just focusing only on the homepage, as all of your pages carry an importance. Your page can have more entry points if it has more ranks.

Random musings on splogs

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. Excessive repetition of keywords, and using keywords that are irrelevant to the rest of your content, are likely to earn you a penalty Many companies and organizations invite guest bloggers to post on their site-it's a mutually beneficial strategy since it provides content and link power to both participants. Stay on top of relevant trends, create "how-to" blog posts, and frequently update older content to make sure you're continuing to serve your audience with useful and timely information even after it's initially published.

Unconventional knowledge about 301 redirects that you won't find in books

Google and other search engines keep the inner workings of their algorithms a secret. All we can do is speculate and test. The problem with speculation is that if an idea seems believable, it becomes eagerly accepted as truth without the data to back up the speculation. Trying to become known as an expert in "DIY plumbing in Chicago," "Garden care in Illinois," and "Ice cream recipes for children" will be counterproductive because each separate niche draws away from your power in the first niche. Some people will purchase SEO purely by price, in which case you can't really compete, nor should you. According to SEO Consultant, Gaz Hall: "Like with starting from scratch, if you pay more than what your needed services are actually worth, you'll wind up with a negative (or at least a diminished) ROI."

Focus on performance, user experience, and offsite SEO

Under Penguin, your external links need to be diverse, authoritative, and of a high quality. Make sure your backlinks appear to be natural. Don't ask webmasters to link back to your pages with a specific anchor text since this can haphazardly result in a pattern that may get noticed by search engines and cause you to get a linking penalty. Sites that had natural linking profiles were rewarded while those that had been deliberately over-optimized experienced a significant drop in search rankings. You probably thought of cutting corners and hiring inexperienced people to do the job for you, and that likely won't get you places or raise your ranking effectively.