The benefit of getting links from networks is low, whereas the risk of being penalised and losing rankings is high. Marketing is all about ROI. If you believe you can get a return on investment using only PBN links, then DO IT. For most people, it’s best to take the safe route and use more evergreen tactics. Besides voice search and Google’s focus on that, more is changing in and for Google. Specifically: a few new technologies and a profound new way of looking at the web. A few years ago, a study found that only 4.8% of searchers make it to the second page of search results. Page 3? Only 1.1%. I suppose that’s why they say the best place to hide a dead body is on page two of Google. We’ve all experienced the frustrationof a slow-loading site. And there’s plenty of evidence showing slow-loading sites perform less well. Paid links are another no-no, whether another site linking to yours, or on your site linking to another site (except for banner ads and ad networks like AdSense).

Establish intuitive information architecture

Trust an SEO expert who will build a campaign that uses a proven process, creates original branded content and monitors relevant metrics. To achieve long-term SEO results, you must have a strong web foundation built on targeting terms related to your business, industry, and offerings. If you don’t target and rank for the right terms, your audience won’t be able to find you. So one of the most important SEO tactics is keyword research. External links are links from websites other than your own. Google relies heavily on external links to determine how good a post is. And this makes sense, doesn't it? You can talk about yourself and your own skills all day long, but no one will believe you. But as soon as other people begin bragging about you, others take notice. Keyword stuffing, hiding keywords in a very small font or a color that blends with the background, and paying for incoming links are all tactics that Google considers to be spam, and your website’s search traffic will be negatively affected if you’re caught doing any of them. There are thousands of millions of pages on the web, all ready to present the information on a variety of interesting and amusing topics. The Search Engines are the messengers of the same information at your disposal whenever you need them.

The first indication should be reporting

When website copy contains a wider variety of terms and keywords all relative to the same topic, it appears more natural, resulting in higher rankings. The content flows naturally, more like a conversation you might have with someone. Guest posts can still be valuable from a PR/community-building perspective, but only if we approach those guest blogging opportunities with the right intentions. Nofollow links do not allow search engine bots to follow the link. That means if the website owner is linking back to you with Nofollow attributes, it does not pass on value from the source site. Only humans will be able to follow the links. You can read an offsite SEO beginners guide here. On-Page Optimization undoubtedly is apillar for SEO. If even one pillar fails in having solid base, it will definitely collapse. Hence, On page optimization is a very important aspect of successful Search Engine Optimization. Whether it’s crawling of search engines or indexing the pages or may be improving the ranking of the results, on-page optimization plays a major role in SEO success. Using hotkeywords and search phrases is crucial to catching people using search engines, but crafted content shouldn’t look mechanical or read like a lecture.

Make sure your website is indexed in search engines

According to Gaz Hall, a UK SEO Consultant : "I strongly believe that relevant links have a bigger impact on the algorithm." The more fresh, engaging and authoritative content on your website the better regarded it will be by search engines. Backlinks are a vote of confidence that someone outside of your own web property trusts your content and believes it has value. Google weighs up each of these links and assigns the linked-to webpage its own value. If you are trying to increase the visibility of your site all on your own, you are going to need to become a student of search engine optimization. There are several great books that you can read to begin to get introduced to the world of search engine optimization. Research proves the importance of gaining a presence on the first three pages returned by the search engines. Being on the first page of the search engine results page (SERPS) should always be the target.

To invest in SEO or pay for AdWords?

The biggest challenge with SEO is that it’s ambiguous territory—but you shouldn’t let the uncertainty get the best of you. Understand that almost every marketer is exactly where you are now. Everyone’s trying to figure out SEO’s ‘hidden secrets’ with little direction. When they are indexing websites, the search engines’ bots scan every one of a site’s URLs and look for the starting points of the topics that are covered. They also browse the HTML code for metadata such as particular tags or markups, so that they can determine the relevance of individual pages to particular subjects. Google is getting smarter  to the point of becoming an AI with a LOT of personal information about its uses. Google is increasingly understanding what content actually means, rather than just what it says You should not try to‘trick’ Google. SEO can be quite complicated, but you can absolutely develop a keyword strategy and take care of the essentials on your own. SEO and content marketing both bring important elements to the online marketing table, and you need them both to really grow your business. It’s often a really big and complex picture that needs to have everything working together to deliver the best results.

Utilize testimonials from customers

While building backlinks, developing your social media presence, and other off-site practices are great for boosting your site’s rankings, on-page optimization is still incredibly important. Before the Google Penguin and Google Panda were let loose, SEO’s could manipulate a webpage’s rank more easily by adding lots of keywords to show Google that the page was relevant. This practice is what we now call keyword stuffing and is not just frowned upon by reputable SEO agencies, but is not tolerated by Google. Think about what happens whenyou type a query into a search engine. The results you get back are simply a series of page titles and descriptions. Get a clear understanding of what is Search Engine Marketing and its different branches are, i.e. understanding the difference between SEO and PAID clearly, and the pros and cons of each tactic. Be updated with all the Google algorithm updates from time to time so that your Search Engine Marketing comes in handy! Off-page SEO factors are as important as on-page SEO factors. To have a successful SEO optimisation, both should be done. Earlier it was still easy to rank by building spammy links but, after the penguin and panda updates, its much difficult.