At one time, directories like DMOZ were a good place to add listings and get backlinks. However, these large web directories aren’t really relevant anymore. While there plenty of differences between SEO and content marketing, there are also many areas where they overlap. Taking advantage of this overlap and using it in your website is the quickest way to get more people to visit your site. Not only can this result in a lot of wasted effort, but it can target an audience which isn’t the right one for your business. Finding that people from an unexpected search term are converting more highly than those from other search terms? Then it might be time to switch gear and start trying to rank for that phrase instead!

Measure and Improve by paying attention to conversion rates

You don't need to write at a doctorate level to rank at the top of Google. You simply need to write at a higher reading level than normal. I’m not going to lie to you, SEO is hard – and no bullshit, it’s getting harder. When users add products to their cart on your eCommerce website, and views their cart, most CMS systems implement URL structures that are specific to the shopping cart experience. These days, the search engines are sophisticated enough to know whether or not the content is valuable to users.

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Keywords and link building are no longer as impactful as they once were; now, it’s all about creating valuable content. Google and other search engines are switching gears to focus on the relevance of the information you provide on your site. The “bots” that determine your site’s search engine ranking are crawling the web in search of sites that are conversational and have valuable content. (Not to creep you out, but Google’s system is critiquing your site like an extremely intelligent superhuman would.) Make sure to compile a list of at least 10 keywords associated with your business and enter them into Google’s keyword tool to find variations of them that make sense to your business. If you are competing with Amazon, and think that you are going to steal a link by telling someone that you built a better online store, you are delusional. Reacting to reviews appears to be a wise thing to do. That does not mean you should respond to every single review. In my opinion, you should react to negative reviews. Responding to negative reviews will show potential customers how you handle problems and solve solutions to dissatisfied customers.

Determining value to the business is key

SEO stands for search engine optimization. Essentially, SEO is the strategy & process of optimizing your website so that it shows up higher in search engine rankings. These are both great signals to search engines, meaning you’ve simultaneously pleased your users and search engines. Content quality, content amount, and website information are all factors in your Page Quality Rating. According to Gaz Hall, a UK SEO Consultant : "With so much crap content on the web, Google doesn’t want to waste space indexing it."

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Keep your site clean by continually monitoring Google Search Console (formally known as Google Webmaster tools). SEO isn’t about gaming Google. It’s simply about creating content that people want and that satisfies their search intent. Google is now extremely advanced and answers around 15 percent of its search queries with the help of artificial intelligence (AI). This AI is called “Rankbrain” and consists of machine learning algorithms. The fact that search engines are getting smarter has very practical consequences for SEO. 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.