Keyword research is a critical component of SEO. What search terms do people use when searching for products or services similar to yours? How do those terms match up with your site hierarchy? Google is showing Context is King when it comes to indexing people in Google's Index. I would pursue the more relevant linking opportunity because the domain still likely has some authority and by having relevancy, you increase the chance of driving targeted traffic to your site. Check the readability score of your content with the Flesch reading ease test, and aim to get above 60%

Don’t be afraid to use long-form content

Once you’ve discovered your evangelists, think about ways to nurture and encourage them. At the simplest (and possibly most meaningful) level, find a way to thank them for spreading the word about your company. Many website owners neglect to spend the time analyzing how their page structure actually looks and works for the visitor. After Google’s Exact Match Domain update, the importance of having the exact keyword in your domain name is far less important. Try to pick the best available domain name first & consider keyword matching/partial inclusion as a bonus but entirely unnecessary aspect of your final choice. Very much a nice to have not a need to have… Domain authority is a score (on a 100-point scale) developed by Moz that predicts how well a website will rank on search engines.

Once you have someone click on your site, usability becomes your most vital factor

Designing your website with mobile users in mind will give you the best chance at converting the traffic that search engines bring in. Make sure the site makes good use of anchor text in its internal links. This is a free opportunity to inform users and search engines what the various pages of your site are about. Don’t abuse it, though. One of the best ways to start earning links is by creating something of use or interest to your audience. We’ve all seen them – the pieces of content that educate or entertain us, without being the core product of a website. Build your site with a logical link structure. Every page should be reachable from at least one static text link.

Use unique page titles on all pages throughout your website

While it's true that keyword-stuffing will be harshly penalised by Google, intelligent use of on-page tags that help potential customers to find your site remains vital; the margin between the best SEO company and the also-rans frequently lies here. Make sure the site's meta descriptions and titles include both primary and secondary keywords and are unique for each page. All images' alt text need to be keyword optimised and descriptive, without forgetting to optimise video content as well with relevant meta data. Search engine optimization is a strategy that is fairly easy to implement for most company websites - provided you have a current set of SEO ranking factors and efficiently implement changes. Keyword-based titles help establish page theme and direction for your keywords. According to SEO Consultant, Gaz Hall: "SEO isn’t an inherently spammy or unethical form of marketing. In fact, SEO strategies are more effective if you follow the guidelines set out by search engines."

Stick To Either www or non-www Domain

Some websites have suspiciously large number of external links. These are probably the websites which buy links in bulk. These websites are in some ways, spammy websites. Linking to such sites can result in a penalty by Google. Know where and how to use keywords in your content for maximum searchability. Avoid thin, insubstantial content, duplicate content and of course spammy-looking keyword stuffing techniques. Using a lot of engaging media like helpful graphics, interesting (and related) images, and videos can also help to provide more value and keep visitors more engaged. Thus, keeping them around longer.