Which relevant search terms are most popular? Many companies err by assuming a particular term is popular. They put all of their efforts into being number one for a term few people care about—an enormous waste of SEO resources. One of the basic tools of the trade for an SEO practitioner is the search engines themselves. They provide a rich array of commands that can be used to perform advanced research, diagnosis, and competitive analysis. As brands across industries continue to see the impact that organic search can have on their growth, search engine optimization has come from humble beginnings to become a recognized strategic field of marketing. Search engine optimization should be a part of a website for its lifetime, continuously improving its ability to make a brand (and its content) be more visible and to create a better experience for users.

Your website should make it easy to do business with you.

If you recently moved to HTTPS or you plan to do so, mixed content is something you’ll most likely have to deal with. SEO is technical, complicated, time-consuming and potentially dangerous. For search engines, the opinion of the users is what matters the most and is thus given the highest importance. In a nutshell, the combination of seamless user experience with quality content can have a very positive impact on your SEO rankings.

Show benefits, value or solutions to problems

Each time you write an informative article related to your site’s topic, you should distribute it to a number of article directories. When you do that, you are making sure that more people will be visiting your site. All search engines attempt to determine the most important words on a page, in a tag, or in a link. The visual content on your website is very important. More people are persuaded to convert if they get images, infographics, and videos talking about your product. People who find what they want on your site are far more likely to funnel through to a landing page and convert, or drive more traffic to your site through various social media and other commendations.

Over optimization of keywords on your site is also detrimental

After you publish a blog post, share it on your social networks and then engage when people engage with you. Panda and Penguin are algorithm updates by Google, focused on serving more quality websites in their search result pages. Panda focuses on thin content and banners, among other things, where Penguin checks if the links to your website are natural links that make sense. More and more we are seeing the use of keyword clustering from sites that are making it beyond the scope of mediocre search results and traffic margins. Gaz Hall, a Freelance SEO Consultant, recently commented: "The canonical URL tells you / Google what the source of a page is."

Make a concerted effort to keep up with content analysis

As Google continues its journey for the perfect user experience on their own site, you have to strive to keep up. You can use off-page optimization to improve your website’s reputation and authority. This depends mainly on inbound links. Off-page optimization involves measures which ensure that good-quality, relevant backlinks are created in the long term. This is also referred to as “link building.” Many site owners (particularly in the business-to-business sector) make the mistake of wanting to rank well for very esoteric and supply-side terminology. Even though Google search is not the be all and end all to business, having a site that ranks well for commonly searched for key terms helps greatly.