As of now, less than 50 percent of websites use local schema markup for local SEO, so there's tremendous advantage to be enjoyed by adopting it. The new SEO paradigm is defined by creating good content and site architecture, along with messaging, branding, and communication with the audience. Voice search is picking up steam. You can now use your voice to search the web, play music, navigate home, order sushi or get the latest football results. Spend some time looking at other websites within your niche, sites that perhaps are not performing well enough to claim the top spots in Google, and ask yourself - what are they missing? Why are these sites not ranking in search engines?

Is there a further shift towards user focussed factors?

. Search engine optimization applied correctly will create better visibility online, but it's just one part of your overall marketing strategy. Quality content, in other words lots of original, error-free text organized well on a modern-looking website, is what matters most in terms of SEO that you can control. When writing your content, be realistic about the chances of that content to rank. If you are in a highly competitive market, content works very well as a marketing tool and/or as input for social media. But it will probably not get you that number one spot in Google, and that’s fine. Manage your expectations. The more webpages use the same keyword to point to a subpage, the more signals the search engine will receive indicating that this landing page must be very relevant for this keyword. This in turn means that the page will be ranked better for this and other similar keywords.

Easy to read and digest

The text of the link helps provide Google additional context about the topic of the linked page, i.e. what keywords that page should rank for. So links that contain keywords related to what you sell or where you’re located – and even links for your brand name – are going to help you rank. Any link that you create on your own should be set at “no follow”. The reason for this is that you’re essentially telling Google that the link was created to generate traffic and not to artificially boost your search engine results. Spam links often go both ways. A website that links to spam is likely spam itself, and in turn often has many spam sites linking back to it. The Google search results page is a beautiful menagerie of links and blurbs and information and value, and any advantage your content can get in order to rank higher is worth pursuing. Google authorship is a clear advantage. With authorship, you receive a boost in visibility, clickthroughs, and influence, and you get ownership over what you create.

Leverage the work your competitors have already done in identifying opportunities

Most SEO’s (and dare i say internet marketers) fall victim to optimizing too heavily for traffic, and not conversion. Google uses what’s called Latent Semantic Indexing (LSI) when crawling a website, scanning your copy not just for the keyword but for keywords that are commonly related to it. See what keywords are most popular in each country you’re targeting, and optimise the pages on that country’s section of your website accordingly. Also, remember that even a correct and accurate translation of a keyword or term may not be what people actually use to search for a product or service locally. Gaz Hall, from SEO Hull, had the following to say: " Don't be tempted by the huge numbers for broad keywords. With enough time and effort you might be able to rank for them, but you'd be battling large, established brands for unfocused visitors that might not even be ready to buy."

So, does true white hat SEO really exist?

Create landing pages for your chosen key search terms. They must be relevant to users and contain the information they need. You hear a lot of hot air about content, why it’s important, why brands need to be producing it etc, but not a lot of context about measuring impact. Hopefully your website is laid out in a way that allows users to easily find the content or pages that you want to promote. If search engines don’t know your website/webpage exists, your chance of ranking isn’t just an improbability, it’s an impossibility.