Authority is measured by the quantity and quality of inbound links to your site, as well as its technical performance and structure. Google places importance on the amount your content is shared socially, they see this as a sign that you site has quality content. By sharing it on their social media people are effectively endorsing your content. You have complete control over anchor text on your own website, and you should use it to your advantage. But you don’t really have control over what text people use on other websites. The crux of evergreen content is that it’s timeless—useful and interesting for months and years to come. It’s the difference between an article about how to paint a house and an article about the top 10 painting trends this spring.

Don’t forget content

Create a website that people love! Search engines were created to measure different signals across the Web so they could find out which websites people like most. Play right into their hands by making those signals real and not artificial! If your web pages contain errors that prevent Googlebot and other web crawlers from indexing them, you cannot get high rankings. For that reason, it is important that you check the crawlability of your web pages. Somebody already wrote something about you. They mentioned your brand or product, but they have not linked to your website. In situations like these, it is usually enough to contact the webmaster and ask him to convert that mention into a backlink. The benefits of having a SEO friendly website are vast, a huge advantage is the building of brand awareness.

Answer the questions of your potential customers with regards to link bait

The more fresh, engaging and authoritative content on your website the better regarded it will be by search engines. When approaching people and companies for backlinks, keep in mind that you’ll need to offer them/their readers some kind of benefit/value along with your link – an exclusive offer or discount. One way search engines derive intent is by classifying queries into intention categories. Any discrepancies might cause Google to NOT show your business' information on a search result page.

Go long-tail and forget webmaster tools

The world of Search Engine Optimisation is constantly changing. As a consequence of this, tactics and techniques will need to evolve in order to obtain high quality results. Today, the secret to SEO is no secret at all. It's common sense. Brands that rank high on search engines have great content, address their target audience's search intent, and take the time to optimize their sites from a technology standpoint. Let’s give some light on this. Gaz Hall, a Freelance SEO Consultant, commented: "When we’re creating content, if we don’t understand what the purpose is, then that’s when we really get confused about what is good and what is just good enough."

The hidden agenda behind analysis

If you want to simply attract users, focus more on SEO tactics that drive visitors to your site. If you want higher conversion rates once visitors get to your site, content marketing is more important. In my experience, poorly optimised images are one of the biggest factors behind a slow page speed. HTTPS stands for ‘Secure’. It means all communications between your browser and the website are encrypted. Switching to HTTPS will help you stay in Google’s good books. Why is that? Well HTTPS is a far more secure system for your website to operate. It goes without saying that search engines will have a preference for trusted websites. So, in terms of your overall SEO strategy HTTPS over HTTP is a big yes seeing as though 1 in 4 visitors would abandon a website if it takes more than 4 seconds to load. Nearly, 74% of consumers use search engines to find local business information.