There have been many minor changes to the layout of Search Engine Results Pages. Local and more location-specific searches have become more commonplace — especially on mobile devices. Longer sentences are hard to follow onscreen. When possible, break longer sentences into multiple shorter sentences. When your schedule is manic and you just haven’t got the time to create new material, re-purposing existing content is the ultimate time-saving strategy. And although it may seem like the lazy option, it’s actually a really effective aspect of content marketing. Links at the top of a page carry more weight than those further down.

Content must be appropriate in length and appealing in structure

We all know that when it comes to link building, we aim for the authority links in the first place. But they’re also the hardest to land. In addition to your user experience, there are also a number of other factors that affect the usability of your website such as website load speed, server uptime, broken links, cross-device compatibility, learnability and clarity. By making sure your website is easy to use you’ll be helping to ensure that it can perform well in the search engines and will also help to convert your visitors into customers. Take a look at sites like the BBC and you ’ll see that they have huge and highly diverse links profiles. They’ll have links from massive sites but also tiny, spam sites. When a site is truly successful, it will lose control over all of its links. Thus, it can actually be useful to make your links profile as diverse as possible. Think of outreach as a brand awareness campaign for your most authoritative audience.

You should do anything you can to give your content depth and make it more valuable for readers

Web pages must contain a minimum number of words, feature targeted keywords and highlight local modifiers to ensure they appear prominently in relevant, organic search results. By creating great relevant content with the right keywords​ and having a few decent backlinks built to those content pages, you can easily rank in Google depending on the competition for that particular search. Competition with a comparable piece of content will beat you in the rankings if they have a better link profile and vice versa. Posting regular content is key to building trust with search engines and your customers alike. A posting schedule is easier to stick to when you’re writing regular content. It's not actually that difficult to get on page 1 of Google in a search (but that depends on the search!) You need to know your market and you need to have a good understanding of SEO and how to use keywords. You also need some time, I'm not selling magic online marketing wands - if you know someone who is, please hook me up!

Optimizing your website for both Google and web users

Google collects user data on your site and makes further ranking decisions to determine where your content pages should be ranked in the organic results of search engines. Link building helps your content reach a broader audience, increasing both your site’s visibility and its authority. Moreover, it can grow your search traffic, as the number of unique domains linking to your site helps search engines understand whether your content is informative enough to rank higher in the SERP. If you sign up to become a member for a site, you'll get a link in your profile. Well, not every site. Some sites will allow quality links in your profile, while others won't. Some are in the middle, such as Twitter, which gives nofollow links (links that don't pass link juice). We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "Automatic redirects and rewrites help search engines understand when you've made changes or moved pages on your site."

Easy wins – existing relationships are an instant source of backlinks

In the past, creating keyword rich anchor text used to be considered an effective strategy as long as they were on relevant sites. However, those days are long gone! Now, any keyword rich anchor text that you create on your own goes against Google’s guidelines. Thin content is the idea that there’s not much actual text on an ecommerce site compared to, say, a blog or software site. Imagine dozens and dozens of thin content pages created because of random product attribute and product filter pages. Some of those pages might only list one or two products. My suggestion would be not to shoot press releases in all directions for the sole purpose of building links. Be very genuine of the purpose of writing your press release. Avoid unwieldy phrases and unnecessarily long descriptions, instead trying to say as much as possible with the smallest word count necessary.