The backlinks you want pointing to your site are natural, authentic, industry-related and authoritative. As Google continues to prioritize the user experience in its algorithm, this data can become critical. It’s one thing to provide a list of items that generally lead to a better user experience (like we did above), but it’s another thing completely to be able to address extremely specific elements of that experience. Keyword usage on a page is much more complicated these days. SEO professionals used to go as far as calculating the number of times a keyword appeared on a page to try to be in some kind of ideal percentage. That’s simply not applicable anymore and search engines are much smarter at deciphering what a page is about beyond seeing the same keyword used a bunch of times. Once you’ve identified opportunities you’ll want to decide on whether to create a new page from scratch or to make changes and improvements to one of your current web pages. Google is looking for answers to the user’s query that provides the answer to the question in a succinct manner. Formatting your HTML and providing content that clearly answers the question will help you rank well.

How to Never Run Out of Content Ideas Again

Google learned that when people search for the term “SEO,” they were more likely to click on information over a list of services. So, eventually, the algorithm changed to incorporate this behavior, and now it delivers the types of results it believes the keyword is really asking for. The content on your blog or website is the digital salesperson in the organization, and should follow the same brand values and guidelines. With the proliferation of smartphones, tablets and e-readers, more people prefer using their mobile devices for searching the web and consuming content. Brands need to keep their websites up to speed. Keywords are still a factor in content, but with the Hummingbird update in 2013, the way they are used, viewed, and searched has changed dramatically.

How are you supposed to do this?

Choosing a perfect focus keyword is not an exact science. You should aim for a combination of words that are used by a search audience. Aim for a focus keyword that is relatively high on volume and aim for one that will fit your audience. If you are putting content on your own site, try to keep things fairly uniform. This can help you start building your own following and establish your own voice. Of course, that shouldn’t stop you from doing something that has more of a “shock factor.” Something a little more controversial can draw in big crowds, which translates to a lot of clicks and comments. Google, now more than ever, don't just want more content, they want content that they feel is quality. Keywords are still an important part of SEO, but relevance can often be figured in more abstract ways.

Use Google’s features and follow guidelines to avoid penalties

Another quick, and valuable SEO tactic – see what your competitors are ranking for. Go to one of the tools used to check out our own rankings, but put in a competitor domain. You’ll quickly see what terms they are getting traffic from, and can take the best for yourself! 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. Mobile friendliness is an important ranking factor for search rankings. More and more users are using their mobile devices to surf the internet. In some areas, over 70% of users visit websites on mobile. What does this mean for you? Every sitepage should be optmized for mobile. Every. Single. One. Gaz Hall, a Freelance SEO Consultant, commented: "The “About Us” section is often the most overlooked aspect of a company’s website. Often all the focus is put on your services or products, as these are the pages which most often affect your search engine results. However, sometimes in the pursuit of SEO, we overlook the user’s experience. This commonly occurs on the “About Us” page because it is a more content heavy page of a website."

SEO has a wide range of other benefits for your business

More and more, search engines have begun to incorporate social context into their search results. Most people look at SEO the wrong way. They look at ways to do the least amount of work for the greatest initial return, when in fact, it's quite the opposite. 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. What SEO practitioners are missing is the fact that a highly-ranking search result that does not engage offers no value.