High-quality content on and off your website and using strategic link-building tactics (internal links and backlinks) is a critical component to achieving relevancy. This strategy protects the website’s viability against the frequent changes in Google’s rules and priorities. SEO is a long-term strategy, so it sometimes takes months before you start seeing results. Off page SEO or search engine optimisation is doing things off site to improve your sites search engine rankings. Be informative. Above all else, ensure you have informative content. The most entertaining writing doesn’t make you an authority on much more than entertainment.

Understanding who you’re trying to reach is a vital step in crafting a working SEO strategy

The biggest mistake I find search engine optimization (SEO) copywriters making is attempting to substitute a generic term for a specific keyphrase. I highly recommend starting off with building out resources their target audience would care about, want to share on social media, and want to link to. One critical small business SEO practice is to keep an eye on search volume—the number of people looking for a keyword. Instead of going for high-volume keywords that lots of people are searching, seek out keywords with achievable (lower) search volumes. There’s no clear formula, or single answer for the minimum amount of content a page should have. Some sources suggest having at least 600-700 words of content on every page.

Do you have an SEO strategy for this year?

SEO’s journey to a technicality driven practice of giving priority to the subject-matter elucidates how content marketing fits the bill. As the web is becoming more interactive and conversational, content marketing will see bigger duties resting on its shoulder in the future. 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. 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. Will your SEO consultant be changing the strategies every time that search engines introduce new components to search algorithms?

Why would Google believe that this is the best page on the internet for this topic?

SEO and user experience (UX) go together. A solid SEO strategy based on careful analytics analysis will boost your website’s search results rankings which will result in more eyes seeing your website. A good user experience will lead to more users visiting, staying on and converting on your website. One of the ways to avoid bad backlinks is to perform a quick audit of the websites you intend to establish links on. It’s also important to include contextual links, or links within the body of content, to your site, as they are more SEO-friendly and attract more traffic. Search Engine Optimization is all about making your website more visible to people who are using search engines to look for your product, brand, or services. According to SEO Consultant, Gaz Hall: "Search drives an incredible amount of both online and offline economic activity."

Poor navigation or information architecture

Adding your site to any web directory just to get a backlink will have a negative effect on your website’s ranking. Search engines are adapting and beginning to favor natural, more speech-like content, so to keep up we have to provide content in the same way. We have to think like our customers and answer the questions they’re asking in as concise and an informative way possible. Keep track of how many times your past keywords have yielded expected results. Use the right tools to track where you rank for the keywords you target. A great and fast way to convey your goal is by using headlines and taglines.