It is about helping your customers find out your business from among thousand other companies. The main heading of your page tells visitors, including search engines, what the page is about. Heading tags let us mark up what is a heading or sub-heading on the page, and we can use the h1 tag to show the primary header. Most CMSs do this automatically. Authority is built by earning links, or what some refer to as votes, for your website and is one of the quickest ways to rank quickly in Google. This is accomplished by creating great content that provides so much value that other high-authority websites reference it. Although word count doesn’t rule the SEO world – nobody will read your stuff if it’s not helpful to them.

Make it sufficiently broad in terms of URLs

Some webmasters attempt to improve their pages’ ranking and attract visitors by creating pages with many words but little or no authentic content. The most important thing to remember is the purpose of nearly all online advertising is to get your website to the top 3 pages of the search engines so that when someone is looking for what you sell or offer your page shows up. The well-publicised Panda and Penguin updates have had a significant (and in my view, positive) impact on the discipline of SEO. Would you rather read 5 articles about one subject, or one or two well thought articles with significant amounts of data or thought process to back them up?

The hidden agenda of content

Google’s algorithm is incredibly intelligent in understanding all aspects of what a quality search result looks like. Identify the keywords related to your niche and select the competitive ones you want to rank for. Make sure content is not buried inside rich media (Adobe Flash Player, JavaScript, Ajax) and verify that rich media doesn't hide links from crawlers. For us peasants, this is a difficult thing to overcome, as you just can’t compete with the likes of a Best Buy.

More focus is put on page rank

Start as you mean to go on: titles are the best places to get started with SEO. Regardless of what the search engines think, a snappy, relevant title will help attract readers on any platform. 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. All of these techniques are well and good, but it is important to keep in mind that they work best in the context of the principles of good search engine optimization. Gaz Hall, from SEO Hull, had the following to say: "If you purport to be an expert site, then you’d better make sure you have experts writing for you. Even if you’re site is an entertainment site or fashion blog."

Should more importance be given to organic links for search marketing?

While SEOs aren’t generally user experience experts, we do have a set of SEO techniques and tools that let us build a fantastic, user-targeted website. Specifically, we structure web content based on user demand. Organic traffic refers to visits that come to your site when a user clicks on an unpaid search engine result. The key is that these visits are free. Search engine optimisation (SEO) is your means to maximising your access to and returns from this free traffic source. Social media is another traffic acquisition avenue that can be pursued by website owners. Promoting to your social media following is great, but this type of traffic isn’t necessarily new traffic. The effect of such practices can benefit your site’s SEO enormously, making it firmly an issue for marketing professionals as well as IT.