The steps of the strategic marketing plan help pull together all company activities intoone consistent effort. Remember that it has to be both: a good content won't bring value unless people are aware about its existence, and no matter how heavy the promotion is, it won't gain traction is the content is simply bad. Your site navigation should be present and easily identifiable. Visitors should be able to navigate your site with ease, and ideally, be able to get to any page on your site with no more than 3 clicks. This provides a quick and easy user experience and ensures visitors don't have to spend an eternity trying to find what they're looking for. Mixed case URLs are also more difficult to manually type in correctly and some servers will fail to serve a page if the casing is wrong.

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Keywords are less often used nowadays as the first signal to indicate what your post is about, but they are still helpful to offer an overview of the topic you're focusing on. Using the wrong or ineffective keywords can lower your site's effectiveness drastically, so take the time to research accurate, informative and competitive keywords. Although Google may be the top dog in North America and Europe, it is not necessarily so in other parts of the world. Many business websites are constructed with a lot of extra plug-ins and features that don't add much to the functionality of the underlying pages.

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Finally, the content on your website can do a great deal to bolster your search engine rankings. As an owner or stakeholder in a website, you must take the time to discover content, evaluate that content, and implement a link to it on a webpage. You need at least 300 words of highly descriptive, concisely written content on every page of your site, and you'll want to update your on-site blog at least two or three times a week with dense, informative, practical content-preferably of 700 words or more. One way Google can algorithmically judge the value of a website's content is using a metric called "time to long click". A long click is when a user clicks on a search result and stays on the website for a long time before returning to Google's search page.

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What you're looking for here is growth-what keywords are you ranking for that you didn't rank for previously? Just be sure to keep a close eye on new developments in this area, as microformatting is liable to evolve over the next several years. Guest-blogging really works well if it is to generate new audiences, present yourself as an expert, and engage with your targeted community. We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "So what do you do?"

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Google looks at the strength of your reputation in a geographic area when it determines the top three results for a local query relevant to you; therefore, having more links pointing to your site from locally relevant authorities (with locally relevant content) can help you increase your local relevance. Sites that promote "thin," low-value content run the risk of being penalized by Google; they also tend to have high bounce rates and low conversion rates. It includes ensuring you have a Google Places listing that is perfectly optimized, gaining valuable citations (mentions of your business, URL, and address) around the web (think Yelp and other review sites), and more. Link popularity is an example of the move by search engines towards off-the-page-criteria to determine quality content.