So if a consumer hears a message somewhere and then decides to search on Bing to get more information, many times the advertiser isn’t present, and that consumer ends up taking a different path than what the advertiser would have desired. Search engines constantly tweak their algorithms to try to balance relevancy algorithms based on topical authority and overall authority across the entire web. Sites may be considered topical authorities or general authorities. Make an account with both Google and Bing, and access each Webmaster Tools (Google recently renamed Google Webmasters and it’s now Search Console) area to ensure your website has proper indexing. Beyond indexing, they help you evaluate your internal links, diagnose or fix problems, as well as your website’s backlinks and which keywords are sending you traffic. A general misunderstanding about SEO is that you have to stuff your website with keywords to gain more traffic. This won’t work out for your website so well in the long term so it’s better to focus on creating interesting content that your followers would actually like to read.

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Anchor text can affect how Google weighs up links to your site. If linking to your homepage and referring to your brand, anchor text should just say your website or brand name. Links to your homepage that are more descriptive “leading experts in local SEO” can be seen as manipulative, so you want to avoid this. Ask your customers for reviews, Do your mathematical analysis - the primary resources are there for the taking. Its as easy as KS2 Maths or ABC. Its that simple! mark them up with structured data and present them on a particular page on your site. This might do wonders. The cleaner the code on your website, the faster your pages will load and the actual html text on the page will be given greater emphasis. In other words, if you say “vacation rentals” five times in 100 lines of code, those phrases will stand out much more than if you use 10,000 lines of code. As you use more programming code, you dilute the value of the actual verbiage on the page. Keyword research is an entire sub-discipline within SEO and it’s easy to go down a rabbit hole.

Attract links, stop chasing links

Google counts links from other websites as votes. So, when they’re presented with two (or more) pages on the same topic, the page with the most links (i.e. votes) will usually rank higher than the page(s) with fewer links. The better your content is organized and the more quality you provide, the higher Google will put your site on the search results related to your niche. Google’s featured snippets, also known as “position zero” on the SERP, can be a great opportunity to get one over your competitors in search results. If your current website isn’t using HTTPS then you should start scoping out a migration.

It Doesn’t End After Publish

It’s also important to know what kinds of link-building strategies to avoid, so that you don’t waste your valuable time and effort doing something that can make Google sandbox your site (remove it from their search engine). Keep in mind that you don’t need to think of Google as your audience. You write for your visitors and not for Google. As long as you provide products and/or services at a physical address or to a physical address, and that address is registered, you can set up a Google Places accounts. By telling Google this, you can be listed in the Google Places section of the search results. More and more customers are looking for a local supplier, so getting this right is a must if you want to be successful within your location. According to Gaz Hall, a UK SEO Consultant : "The difference between 10 years ago and now is Google puts a value on links and where they come from more than ever before. They measure the v​alue of links by the domains they come from and the pages on the domains they come from."

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Google delivers results based on the geographic location of the searcher, which is determined by the IP address of the user. Whether we like it or not, SEO isn’t simply “plug n’ play”, and it won’t automatically look after itself. You’d be surprised, however, at the ROI you can achieve with a few hours of focused outreach every month. The search engines will act rapidly to penalize sites that contain viruses or trojans. Even the intent of someone searching the web on a mobile device is different from someone using a computer. The content must not only be shorter and more concise but it also must have a different message to cater to the different consumer intent.