Sitelinks can be a little bit of a double-edged sword: even if you can get Google to display them, they might not necessarily be the links you would have chosen to display. The Google algorithm incorporates hundreds, if not thousands, of signals when determining where pages rank for a search. Knowing which factors carry the most weight and optimizing accordingly can be the difference between success and failure. Use a directory structure that organizes your content well and makes it easy for visitors to know where they're at on your site. Try using your directory structure to indicate the type of content found at that URL. Strategically written website copy includes well-thought-out internal links and calls to action.

What have you tried that doesn’t work?

Make sure that your site’s structure and hierarchy are as clear and logical as possible, with your homepage as the “root” page (the starting point). There are plenty of rabbit holes to fall into when it comes to Google algorithm updates. Unlike some aspects of the mysterious Quality Score “secret sauce,” we know that Google takes landing page relevance into account when calculating Quality Score A general rule of thumb: If you have links in a menu at the top of the page, avoid duplicating those same links on the bottom of every page. Linking to the same page in the footer creates a hole for the link juice to seep out.

Build links for your business, for your customers, make them relevant and associate them with great content

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. SEO ranking improves when visitors stay on your site longer, view more pages, and repeat their visits. The more user-friendly your site is, the more likely this is going to happen. With for instance the rise of voice search, longer keyphrases become more and more common. Using a long keyphrase five times in your 300-word-article will look so unnatural, that it’s not a good practice at all, where using a certain keyword five times might fit there. How do your competitors rank? Pick out a keyword for which you want to optimize your site. Check out the top 20 search results: Are your competitors somewhere in there? What is your ranking for this keyword? This information should help you to find a good niche for you and your keywords, where your competitors are not operating. It may also be that you find keywords for which it is worth joining the competition.

Use keyword research to choose the right terms for Google

Use Google’s PageSpeed Insights tool to analyse how well your website performs on mobile versus desktop. The tool even provides pointers on how to improve specific pages, with the most common culprit being slow user experience, usually as a result of Javascript and HTML hiccups, which should be forwarded to your website development team. The internet today is overwhelmed with tons of DIY SEO tips and tricks. What might be even worse, there are countless case studies that show how great some particular tactic worked for a single website. You have to structure your text, make your content digestible by using sections and use simple sentences to make it easier to read and understand. We asked a locak SEO Specialist, Gaz Hall, for his thoughts on the matter: "Understanding SEO is crucial to significantly increasing your traffic and brand awareness."

Help readers make the connection between their search term and the result

The convergence of SEO and content has been a driving force in marketing for the past few years. As SEOs we always want to understand the impact of site changes. Yet analyzing the data is challenging, especially in an enterprise environment with frequent site pushes and page updates. One of the biggest challenges is tracking when the change happened, what exactly was the change and what other changes might have occurred which would impact the analysis. It’s a new era for SEO, an era where you can no longer keyword-stuff your way to search ranking success. Nowadays, if Google finds out that you are blatantly overusing (or hiding) keywords on your site, your credibility (and rankings) could take a serious hit. However, this doesn’t mean that keywords are totally irrelevant. In fact, if you’re doing what Google wants you to do (creating high-quality content), keywords will work there way naturally into your website’s pages. If you use images, videos, infographics, interactive content and other alternatives to solely text-based content, you increase the chance that people will read and share your posts.