For certain types of product and business, SEO sometimes won’t be as successful in generating a high ROI as Google’s paid-advertising platform, AdWords. The increasing dominance of visual content online has brought with it new opportunities for increasing a site’s search traffic by optimizing videos and images. Unfortunately, there is only so much Search Engine Optimization you can do on your own website. After you’ve come up with compelling copy, studied keywords, looked around to see what competitors are doing and gone through all the other steps, one of the only remaining ways to boost your rankings is by Utilizing Social Media. Because they’re so often avoided by using them you can access potential customers you would otherwise never attract. So if you want to build an effective SEO strategy make sure you research long tail keywords carefully. First and foremost, the content on your website must be well-written, free of grammatical errors, and 100% unique and original. Content must read smoothly and give visitors the information they are searching for.

Strategic Thinking and Tactics for SEO

Search engines have been tailored to predict the intent of customers, which explains why some searches have features such as local 3-packs, featured images or videos and Quick Answers. Understanding the intent behind searches allows marketers to create content messages and formats that will most likely appeal to customers. Anchor text has been a huge talking point within SEO for many years now. It used to be that buying backlinks as you could was a successful means of boosting your organic search results. But today, it’s definitely not good to buy them in big packages. Google has declared that if you buy bulk backlinks to improve your rankings, you're breaching their guidelines. Search engine crawlers and indexing programs are basically software programs. These programs are extraordinarily powerful. They crawl hundreds of billions of web pages, analyze the content of all these pages, and analyze the way all these pages link to each other. Social signals - how many times a piece of content is shared, tweeted and liked - have become a crucial part of the way search engines decide which content is the most useful and should be ranked higher.

Most of all, earn Google's trust

Search engines want publishers to show the same content to the search engine as is shown to users Because they represent what a page is about, keywords should be incorporated into body text and Meta information in a way that is natural and subtle. If you’re doing a good job, the reader should consume your keyword phrases with ease like any other words in your content. Keyword research helps you identify keywords that appeal to a target audience and expand the reach of your content. When you use keyword research tools, it helps you identitfy what kinds of content users are looking for on any given topic. Always make sure to prioritize time for keyword research. Are internal links as valuable as external links? Today, semantic search has evolved even more, and search engines are better than ever at understanding query context and the relationships between words. Google’s mission is to organizethe world’s information and provide the best answers possible. Therefore, writing quality content for your audience is also something that will immediately lead to Google’s approval.

Utilize social media for link building and building a brand

Gaz Hall, a Freelance SEO Consultant from SEO Hull, commented: "On page optimization is very essential to gain visibility in the search results as without optimizing your on page factors, you won’t be found in the Search Engines." Do your maths - its one of the primary resources for this sort of thing. Its as simple as KS2 Maths. Really! The user’s keywords are typically shown in boldface when they appear in the search results (sometimes close synonyms are shown in boldface as well). It’s important to keep in mind that if search engine traffic is your only goal, your results will probably suffer. Social Media is a good indicator of how popular a website is, especially if it’s a blog. Fans of a website will likely follow their social media profiles such as Facebook, Twitter, Instagram and Pinterest. Domain Authority is a search engine ranking score developed by Moz that predicts how well a website will rank on search engine result pages (SERPs) based on its backlink profile. A Domain Authority score ranges from one to 100, with higher scores corresponding to a greater ability to rank. Authority scores are best viewed as comparative rather than absolute metrics.

Start the Hunt for Media and Reporters

How do you write a clickable title that will draw people to your site and keep them on there without sounding salesy or cheesy? Ask your customers for reviews, mark them up with structured data and present them on a particular page on your site. This might do wonders. While the page meta data (page description and keywords) are not nearly as important as they used to be, they still count. Take advantage of them by putting your keyword or phrase there. Google tends to prefer Featured Snippet content that begin logically as an answer would. Duplicate content refers to a webpage’s content that appears in more than one place on the internet.

Drop in a relevant link or two

Search Engines are not humans. They do not read your content; they just evaluate it, based on text, language analysis and other factors. If you use the right mixture of keywords, link juice and backlink strategies, you will manage to get a good rank on SERPs. Content is a powerful marketing tool. It is important to remember though that organic link building does not happen overnight. You have to build a perceptive strategy to generate the highest quality of content and then promote it amongst the influencers of your market to gain organic links. How SEO works for a big brand with an established reputation and a massive marketing team, PR agency and all of that stuff is very different to how SEO works for some local tradesmen with a low-end budget that has to catch up with the big boys. If you want to link to somebody but you don’t want it to count as a vote (you don’t want to pass link-juice), or you support user-generated content and want to deter spammers, you can use a nofollow link. Google says it discounts the value of those links. I’m not convinced they discount them heavily, but other SEOs are so they seem to deter spammers if nothing else. Having a few 404 errors will not ruin your rankings completely, but they can lower your user experience, which ultimately can affect your SEO performance.