Keyword research is a critical component for search engine optimization because when used correctly it provides a road map for both the design and execution of building websites and developing content. Google wants to retain its reputation as a quality search engine, so it’s main goal is to make web browsing enjoyable. The satisfaction and enjoyment of web users will only be met if users are given search results that are relevant, safe, useful and easy to navigate. Domain authority is a score (on a 100-point scale) developed by Moz that predicts how well a website will rank on search engines. Many marketers talk about the specifics of algorithms, content updates, spider-bots etc, but there’s no need for many business owners to worry too much about this. All you need to do to focus is assume that search engines want to get the most relevant articles, posts and products in front of an audience.

Write Good Title Tags

Linking to highly popular or trusted websites, news pages, blogs and message boards is an excellent way to add credibility to your own website. If you’re pulling proof for the claims you make from sources which a majority of other people already trust, it can only help you to make more conversions from your website visitors and ultimately lead to an increase in sales. Think of outreach as a brand awareness campaign for your most authoritative audience. Use bullet points: Using a bulleted list is the easiest way to ensure that your content doesn’t strain your visitors’ eye to read through it. Since bulleted lists stand out from the rest of your page, they make the entire piece easier to skim through. If you make a website from scratch, you need to take a few SEO related things into account. It’s incredibly important to do this right from the start, as that will prevent a vast number of future headaches.

Is there a further shift towards user focussed factors?

A so-called website blocker is something that prevents search engines from accessing the site Segment your content - If you catch yourself writing a few monster paragraphs, cut them up into smaller, bite-sized pieces. Make sure you use headers, lists, and bullets when ever possible. Don't forget to add appropriate spacing. This strategy directly correlates with increased readability, and thus, linkability. If you focus on providing the best content possible for the search keywords you want to rank for, then you will rank. This means great content with articles which have a minimum of 500 words which provide answers relevant to the search query. Most people get SEO wrong, because they focus on what they think search engines want instead of focusing on the user.

Link from authoritative posts to your product or service pages

Finding authoritative sites that’ll link back to your pages can be difficult. We know that Google will never — and we mean never ever — give any sort of detailed secrets about its search ranking algorithm. They’ve also gone back and forth on the subject since about 2010. The latest from the search engine is that social is not a factor in the ranking algorithm. So, the answer changes slightly. f your site is linked to from other well ranking sites they consider your site to be important too. Don’t pay for links from other sites or do link exchanges as Google is wise to this and can penalise you for it. Instead give people a reason to write about you (competitions, great content people will want to share, brilliant offers, interesting news etc). Gaz Hall, a Freelance SEO Consultant, commented: "Google now supports using the rel=“canonical” link element across different domains. This means that you can have similar content on both the .com and .co.uk extensions of your site, and use the canonical link element to indicate the exact URL of the domain preferred for indexing. This will make duplicate content a non-issue. Also, keep in mind that this is not required when using different languages. Google does not consider foreign-language translations to be duplicate content. But it is something to consider for multiple locale sites in the same language."

Voice and mobile will continue to dominate how and where users decide to spend their time in the search engines

There’s strong evidence that click-through rates will influence your website’s Google search ranking, though this is difficult to confirm given the company’s secrecy surrounding their algorithms. Remember, great quality and lengthy content will work best, both for users and search engines. Studies have shown that long content consistently ranks higher than thin content. Consistency is crucial; maintain a regular publishing schedule. Paid results are auction priced advertisements & are produced for as long as the advertiser’s budget lasts relative to the cost per click they have paid for their targeted search terms. If you want to dominate the search results for certain keywords in paid search, you need to be willing to pay more money for each click than your competitors are willing to pay. Your website should be thematically oriented to specific keywords for optimal rankings. The website should fulfill the needs of your users. At the same time, it is also important for your web content to load quickly in order to guarantee user satisfaction.