If you don’t know how to properly do it, then you are going to fail. In many cases, you will fail remarkably well. In fact, here are a few ways in which SEO tends to fail and what you can do to stay on top of things. Building a strong site architecture and providing clear navigation will help search engines index your site quickly and easily. This will also, more importantly, provide visitors with a good experience of using your site and encourage repeat visits. It’s worth considering that Google is also increasingly paying attention to user experience, including mobile optimisation and site speed. The more competitive the keyword, the more meticulous the on page optimization should be to offset the tendency for attrition or recession in the SERPs. Google and Bing have moved far beyond algorithms that positively reward a keyword appearing multiple times in the URL string. Don’t hurt your chances of earning a click (which CAN impact your rankings) by overdoing keyword matching/repetition in your URLs.

Spiders and bots, oh my!

As Google continues to improve its ability to deliver hyper-local results, it is critically important to have complete and accurate data in one’s Google My Business profile. Ensure someone on the team (whether that person is in-house or with the ad agency you’re working with) fully understands the complexities of organic search, including content development, technical Web infrastructure, and external links. When a search engine crawls your site, it moves slowly from one page to another by following the links on the page. As it does, it collects data about the content of your page. Your content will only help the site to rank higher if it is comprehensive and engaging.

Utilize testimonials from customers

Remember, there is no such thing as a one-size-fits-all solution when it comes to optimization strategies. For the most part, you’ll be relying on trial and error to pinpoint what works and what doesn’t for your brand. Most content creators go for the big, obvious one and two keyword phrases and ignore longer search phrases. Thankfully, less competition means fewer pages in the results, making it easier for you to rank highly. The best way to build links is to not build links. I’ve worked for companies in the past that don’t have to ask for them, they just flow in from press, customer blogs, their awesome blog posts, etc. If this is an option (and we’ll go over a couple of ways to make it more likely) you’re in a great place. Are you worried that your aesthetically appealing website is not getting you the right amount of traffic? Does it bother you that all the money you spent on developing a very creative website is going waste. Is your online business so vast that you are having trouble maintaining your site and the beautifully designed structures have all gone haywire as your business developed?

Make sure contact forms and contact information are current

Don’t get fooled by those agencies that offer 100% guarantee to get your website amongst the top results in a short time. The only one who can do this are Search Engines (which you can’t fool) themselves. Depending on your CMS, you can create a separate Google search results headline to the one that appears on your website. For the majority of websites, you can achieve this through the metadata section of an article and changing the ‘page title’ section. It essentially means you can go a bit more SEO-heavy on your Google search results headline, while retaining a more user-friendly one on your actual webpage. Build a unique contact page for each location that you operate and mark up your location information in Schema.org. According to SEO Consultant, Gaz Hall: "The goal of negative SEO is to lower the rankings of competitor websites. This, they believe, will subsequently elevates their own rankings once the competition is out of the way."

Add Modifiers to Title

Whenever I speak to people about SEO, the number one question that I get asked is, “What’s the most important factor to rank number one in Google?” Auditing an existing site is one of the most important tasks that SEO professionals encounter. SEO is still a relatively new field,and many of the limitations of search engine crawlers are nonintuitive. White hat, grey hat, and black hat are terms used to describe the type of SEO tactics used. White hat SEOs follow the guidelines of Google and other search engines. Grey hat SEOs aren’t afraid to bend the rules a bit, while black hat SEOs blatantly break the rules. The first thing that has to be considered, when planning your website content, is target audience. You have to think about who will want to visit your site, what they want to see, and why they want to visit. It’s easy to fall into the trap of thinking “My target audience is everyone.”