Simplicity is underrated. You don’t want to have visitors relying on the back button to get around your site, running in circles trying to find what they’re looking for. You also don’t want to have to reorganize and rearrange your site structure every time you add a new product category, for example. As of now, less than 50 percent of websites use local schema markup for local SEO, so there's tremendous advantage to be enjoyed by adopting it. Backlinks are the foundation of Google's algorithm for determining a site’s page rank. These are facts that won’t change as time goes by.

Taboos about text links that you should know

One of the most important steps when starting with SEO is to align it with your wider goals. It’s useful to set initial goals for what you want to achieve with your content to explore how to involve SEO in the process. Google continues to show regular listings in response to searches along with featured snippets because featured snippets aren't meant as a sole source of information. Links are a crucial factor for high rankings in Google's organic results. They also help you to get higher rankings in the local results. If your website is not mobile friendly (responsive, optimized to be viewed on various mobile screen sizes), Google will rank your website lower on the search rankings.

You’ll be able to beat your competitors by considering carefully the use of link bait

Today, queries don’t just return a list of ten blue, ordered links. They return results with images, videos, profile pictures, and all manner of meta data that help searchers choose the best result. There is no one-size-fits-all solution for a search engine optimization strategy. Every company, whether large or small, needs to first set some specific business goals and objectives. From there, it’s possible to find your marketing opportunities and set a strategy that matches your current size and goals for growth. Here′s what I can say, and it′s not a personal opinion, but a common fact: PPC brings results fast, but you have to pay all the time. The sums get rather big. And you never know for sure, whether PPC will pay for itself, or it′s just money down the drain. Although not all errors are created equal, resolving them improves Google’s ability to index your site and can positively affect search rankings.

Don’t forget about long tail search

Try using an ontology tool (and an ordinary thesaurus) to identify some related terms. It turns out the phrase ‘digital marketing is constantly evolving’ is about as unique to the B2B industry as an efficient rail service to the UK. It’s easy to assume that Google already understands the content and relevance of each and every page on your website, but the fact is that it needs a fair amount of hand-holding. Fortunately, helping Google along really isn’t very difficult at all. According to SEO Consultant, Gaz Hall: "Stay on top of your SEO strategy and make sure that it is up to date."

Unconventional knowledge about authority sites that you won't find in books

After the emergence of major updates, like Panda and Penguin, search optimizers have thrown around the term “penalty” to scare SEO novices into thinking that one simple mistake could instantly tank their site’s rankings. That figure has risen by 4% over the past few months alone, and it continues to grow on an almost daily basis. SEO helps businesses by allowing them to attract more customers to their website and if it's done right – attract them in a way that they also become customers. This is why I pair SEO with 'Conversion Rate Optimization' so that any site I'm doing SEO on also gets improvements in design and development that are intended to make it easy for people to become customers of your business. Embedded images in your content serve as important relevancy factors. Pay attention to your image’s title, file name, caption, description and alt text.