Whether you are a fresh-faced SEO newbie just starting to learn the ropes, or an SEO veteran who can recite the ins and outs of every Google update ever, SEO is a complex subject. Understanding the background, context and the continuing development of major digital marketing evolutions such as these can help you better prepare for the future of search engine optimisation, and you can pre-empt these changes with intelligent and dynamic adaptation of your online advertising strategies. The goal of every SEO enthusiast is to get as many desired keywords of their website to page one. Although SEO is just part of the online marketing mix, it’s instrumental in boosting traffic to your online business. After all, most online shoppers start the buying process by using a search engine.

Your marketing strategy could use a facelift - consider including sitemaps to adhere to best practise SEO principles

It doesn’t matter how many searches a keyword has in a month if it doesn’t accurately reflect the content on your page! You should never make your site too complicated, as it is important that search engine easily parse the content of your site and index them without any difficulty. Creating content is an art form which can take up a huge amount of your time. The rise in smartphones means that more and more consumers are using applications such as Siri and Cortana, which respond to questions.

Search marketing implications related to rankings

My guess is that these strategies will eventually be discovered by Google, and that these shortcuts will then backfire on these experts and their clients, just like what happened with Google’s algorithm release of Panda in 2011. Duplicate content is your website’s worst enemy. Google is very serious about penalizing websites with duplicate content, descriptions or titles. Use Google’s Mobile-Friendly and Page Speed tools to ensure your website converts the most mobile visitors possible, and make it easy to contact you from the top and bottom of every page. Creating evergreen content is as simple as staying away from topics that no one will care about in the foreseeable future, and focusing on keyword research.

Update your search queries on a regular basis

Ranking potential is an assessment of where you can realistically hope to get your rankings to; if the top 5 websites have a DA of 90+ and your website is at 20, it is not realistic to think that you will be able to grab one of the top 5 spots in no time. Again this is not always the case, but tends to generally be a safe standard of procedure. A very common mistake many SEO’s make is to leave footprints when building backlinks. All your links should look natural, even those that you are building for SEO. SEO and positioning your website to rank top spots in the search engines require some careful planning. Just like setting up a business or going to war, it requires strategizing for optimal results. According to Gaz Hall, a UK SEO Consultant : "Google’s related searches can also help businesses understand their audience and ensure they can be found for relevant searches. "

The reason everyone loves bread crumbs

If a site links to you using the ’nofollow’ meta tag then their website’s authority won’t be passed to you. Some publishers automatically nofollow all external links, which is bad practice. Nofollow links should be reserved for sponsored or paid for links and content you don’t necessarily trust but still want to use as an example. Keywords are an essential part for SEO, and are the things which help a search engine identify which posts and articles which are relevant to a particular search term. Balancing the readability of your website for both people and web crawlers should be a key part of your SEO strategy. It includes essential elements of technical web mastering, including providing search engines with directives, annotations, and signals for them to efficiently crawl, index and therefore rank a web page.