Sometimes Google throws little wrenches into the machine. Unique content signifies quality. By limiting your SEO efforts to Google, you might be missing out on some great opportunities for small business growth. Research proves the importance of gaining a presence on the first three pages returned by the search engines. Being on the first page of the search engine results page (SERPS) should always be the target.

Never back down from a challenge

Press releases are some of the least-appreciated backlink tactics out there. Fortunately, you don't need a Madison Avenue PR firm to reap the rewards from press releases. As long as you have something going on at your business (and why wouldn't you?), you can easily spin that into a new press release. They simply have no concept that it's even there. As Google continues to prioritize the user experience in its algorithm, this data can become critical. It's one thing to provide a list of items that generally lead to a better user experience (like we did above), but it's another thing completely to be able to address extremely specific elements of that experience. The number one rule is to focus on your website visitors first. Give them remarkable content that invites them to stay on your site and visit several other pages. Content is more than an article, it can be anything from an infographic, stellar image, video, street views of projects, or a power point presentation - be creative. Search engines "see" this behavior (user engagement, lower bounce rates, higher time-on site etc), and they reward your site for it with better quality metrics and higher rankings.

Fun with offsite SEO for now

The key, of course, is to optimize your evergreen content by including compelling CTAs. If you want to simply attract users, focus more on SEO tactics that drive visitors to your site. If you want higher conversion rates once visitors get to your site, content marketing is more important. If you are serious about your website, at least install Google Analytics or any other preferred statistics app. Collect data about your visitors, and find out what the customer journey on your website is. Find out what pages people like and which pages they dislike. Minimize animations, cascading menus, and other dynamic content.

PageRank of the page

Without a doubt keyword research is the first and foremost step towards a successful search engine marketing campaign. One of the most important SEO factors nowadays is a website's content. If you provide useful and actionable information for users, search engines will rank your website higher in SERPs. Since the Penguin update, Google is actively working to combat this technique and tries to identify and penalize pages recognized by the algorithm. According to Gaz Hall, a UK SEO Consultant : "Using a lot of engaging media like helpful graphics, interesting (and related) images, and videos can also help to provide more value and keep visitors more engaged. Thus, keeping them around longer."

The truth about static pages

If the content isn't right, it'll be hard to promote it effectively. It's like creating a product that no one wants to buy. How do you promote something useless? Fifty-six percent of Google queries show no paid ads at all, so if you're counting on paid search to provide all of your visibility to searchers, you could be missing half your audience. It's totally understandable that Google takes user behavior into account in their assessment of which result to rank highest. In extreme cases, such as sites which deliberately create thousands of similar pages designed to cast as wide a net as possible in terms of keyword targets, Google have applied manual penalties.