Google is acutely concerned about the user's experience. It has been for a long time and this is nothing new. If you do decide to use an image as a link, filling out its alt text helps Google understand more about the page you're linking to. Imagine that you're writing anchor text for a text link. Search has penetrated the very fabric of global society. The way people work, play, shop, research, and interact has changed forever. Organizations of all kinds (businesses and charities), as well as individuals, need to have a presence on the Web—and they need the search engines to bring them traffic. To prevent Google from crawling certain pages, the best method is to use a robots.txt file. This is simply an ASCII text file that you place at the root of your domain.

The more people link to your site the more importance Google places upon it

You as a business owner need to get inside the head of a user and think from his point of view. You need to think that as a user what will be your intent when conducting a search. Educational content can be described as content that teaches people something or helps answer one of their questions. Having a blog is a great way to consistently provide your readers (and search engine surfers) with new, informative content. The articles are typically short and have key takeaways or downloadable resources attached to them. These types of resources make great pages for other sites to link to. A great way to put people off your page is to tell them one thing with the title tag, and then not match their expectation with your main heading. Don’t keep repeating keywords through your sub-headings – use variations and natural language to describe your content. User experience is in turn a very crucial factor when it comes to ranking a website. Users hate to wait and if you make them do it, they will leave.

Relevance, not quality

While you should not hide your heading tag in an image, you should still give search engines more opportunities to link to your website by adding keywords in the image alt text and file name. If you think about it, having a Google Search Console, a Google My Business panel and a G+ account gives your site good representation across a variety of Google’s products, which can’t hurt your discoverability. The overall objective of SEO is to optimise a website for search engines like Google, Bing and Yahoo. If you don't have a good handle on who the people are who are buying your products, how will your SEO consultant help you bring those people to your website?

Use some of your best keywords in your bio

There is an old adage used by webmasters which sum up most successful websites, “content is king”. It’s important to keep this in the forefront of your mind before adding or removing the copy from your site. Web users surf the net in search of answers, information, products, and entertainment. They will leave a site very quickly if it doesn’t give them what they want. Implementing the right SEO strategy is one of the most effective techniques in this regard. Search engine optimisation can help attract highly targeted traffic to your business – which can improve the sales and conversions over time. Longer content tends to rank significantly higher on Google’s first page. Make sure all of your articles have 1000+ words of useful content. Longer content helps you rank better for your target keyword and brings in more long tail traffic. According to SEO Consultant, Gaz Hall: "Over the years many people have tried to game the system by creating content that is stuffed full of keywords in the hope that repeating their keyword phrases over and over again will in some way get them to the top spot of Google. While this tactic may have worked in the 90’s and early 2000’s it is time to put this to bed and stop creating content that is written solely for the search engines. These search engines have evolved and now recognise and reward natural language so the best piece of advice is to write naturally and for humans."

Create compelling content

One of the primary triggers in their algorithm is domain authority, which Google calculates based on a myriad of factors; in fact, the RankBrain system that Google uses employs more than 200 ranking signals. If you don’t want to spend any money on a keyword tool, you can simply google the keyword you want to rank for. Does your site ‘fit in’ with the results Google shows you? Or are the sites on the results pages much larger or more well-established than your website? Another “old school” method of building up your backlinks is to make use of Forum Posting. It is a quick, easy and sometimes even fun way to get your links out and maybe even have someone directly click on them which is always a good thing. Google can’t infer or “make sense of pictures, colours or music.” So it needs help. Google needs help to recognise the things it cares about: inbound links that indicate your popularity, frequently used words, headings, bulleted and numbered lists, links, bolded, italicised and underlined words.