Keyword research is something that needs focus and attention. It’s something you should take seriously. Without proper keyword research, you could well be optimizing your texts for the wrong search terms. Professional search marketers don’t sub­mit the URL to the major search engines, but it’s possible to do so. Make your descriptive tag engaging. Google and other search platforms will use it to create that little blurb about your site. Users often read these before deciding whether or not to visit a site. Concise, descriptive blurbs draw visitors to your site, sometimes even before sites that rank higher than yours in a search. Page load speed is also a ranking factor, especially for mobile.

Optimise your site, paying special attention to Google algorithms

Google has told the SEO community time and time again that social media signals have no impact on search rankings that that social is not a direct ranking signal. A simple seo rule – use keywords in the text of page links that refer to other pages on your site and to any external Internet resources. Keywords in such links can slightly enhance page rank. Google, and other search engines like Yahoo and Bing, all tend to love longer content. Google defines duplicate content as large blocks of text used across multiple pages, or even other websites, that are exactly the same or very similar. Simply put, you don’t want to use large blocks of the same text on more than one page of your website.

Don’t forget about nofollow links

Identify culprits: Too many and/or large images, embedded media or videos, too many plugins, and clunky coding. Write good content that people not only want to read, but that they will comment on and share via social media. Share your content on your company’s social media channels and other online properties. Get creative and repurpose your content into different formats like videos, slide presentations, etc. One question that often arises in regards to HTML tags and linking is whether or not internal links should be “nofollowed.” “Rel=’nofollow’” instructs Google to not allow PageRank to flow through the link. For certain types of product and business, SEO sometimes won’t be as successful in generating a high ROI as Google’s paid-advertising platform, AdWords.

Running on evergreen fumes

There has been much talking about links being a ranking factor. Many SEOs have only focused on content and On-Page SEO and neglected links saying: "We already know everything about links". But do they know everything about links? To combat this add a list of related articles at the end of each blog as this will significantly improve visibility and create a far better flow for the website, with superior user experience. You want to make sure the pages of your website provide great value and are optimized for the keywords you want to rank for. Of course, it is important to have a mobile-friendly website as well. Gaz Hall, from SEO Hull, had the following to say: "The macro approach to keyword research is necessary for content heavy websites (and optimizing for traffic), but not ideal when doing intent-focused keyword research, as would be the case for Ecommerce, software, or other scenarios where some keyword phrases are going to carry significantly more qualification."

Should more importance be given to long tail search for search marketing?

Today, there aren’t a lot of free methods left to get organic traffic. Plus, for those that do exist, they often require an incredible amount of technical knowledge. Thin content is the idea that there’s not much actual text on an ecommerce site compared to, say, a blog or software site. Imagine dozens and dozens of thin content pages created because of random product attribute and product filter pages. Some of those pages might only list one or two products. Now, I’m fully aware this is another chronically overused statement in marketing, but an imminent change to how Google ranks search results makes it incredibly relevant. When in doubt, define a term or explain a concept in your content.