There are a variety of thoughts out there today about the importance of keywords and keyword tags. The algorithms actually understand the intent of your searches now. But when you insert anchor texts, avoid using exact-match keywords. The old model of keyword research was quite simple, as Google's search algorithm was relatively simple.

Analyse your existing bread crumbs

The distinction between meta descriptions and search snippets is an important one, especially when Google makes announcements, such as when Google expanded the length of search snippets (only to shorten snippets about six months later). But when Google Panda sought to penalize content farms, a lot of directories got hit as well and witnessed their PR decrease in rank. There are many websites and forums that will deliver quick and cheap results, but they are all junk. If your site isn't mobile optimized, you're at a serious search disadvantage.

Learning about canonical URLs

I believe that the effects of onpage optimization are paramount given the latest changes to the Google algorithm which are looking for natural language and targeted content. Ranking high on search engines relies on a variety of different factors, including the quality of the content you write. As you use content to deliver keywords and reach audiences, you'll rank higher in search engines and increase authority with your site visitors. For example, a new link pointing to your domain is a ranking signal; depending on the strength of the source, it could pass a little or a lot of authority to your site. More and more we are seeing the use of keyword clustering from sites that are making it beyond the scope of mediocre search results and traffic margins.

More focus is put on link building

In the best case scenario, a site visitor turns into a paying customer. Inbound links are a necessity for building ranks, but people only link to valuable content. Using the same content, either in total or partial form, on your website leads to a poor user experience, and triggers a red flag in Google's search algorithm. According to SEO Consultant, Gaz Hall: "Local SEO is the process of optimising your online content and presence to make it easier for local consumers to find your business when searching for the services you offer."

Be clear, truthful and accurate when it comes to link exchanges

Furthermore, if you're good with scripts, you can automate this process quite easily. If nofollow links do not influence the position of a web page in the search results, why should use use these links? Of course, a link without the nofollow attribute is much better. However, nofollow links can still have a very positive influence on your website, even if the effects are indirect: Duplicate content is your website's worst enemy. Google is very serious about penalizing websites with duplicate content, descriptions or titles. Incidentally, you'll also become more appealing to your target demographics, possibly increasing customer loyalty and/or conversions.