With all that said…SEO is still all about content and links. Without amazing content, you’ll never get links. And without links, you won’t crack the first page. If you make sure people want to visit your site, have great calls-to-action and prepare for mobile, you’re already on your way to a well-optimized website, the holistic way! SEO does take time, money and effort. The fears that SEO is too complicated, technical, gimmicky and involve possible penalties are common misconceptions people new to SEO have. Once you learn more about SEO yourself, you’ll become more comfortable and confident to implement your own strategy or work closely with an agency. Another tip is to make sure you do your research and examine which terms to target before you set out.

Creating and Establishing Quality

There’s a difference between desktop SEO and mobile SEO, but the goals are often comparable. You want to reach your audience and turn them into customers. In some ways, desktop SEO tactics also work for mobile SEO, but in a slightly different form. The main aim of your content should still be to provide value and relevance for your target audience, but this doesn’t mean that it can’t be slightly more SEO-focused. Google regularly refreshes its search engine algorithms. These are called “Google updates.” These updates improve search results by gradually optimizing the specifications for website quality and relevance. At the same time, they counter web spam. In the past, standard SEO advice was to get as many links as possible to your site, regardless of the source, and use the same anchor text each time. These days, doing that will get you knocked out of Google in no time.

Give your website a home for all topics

You should use large header tags and take advantage of CSS to alter these to fit into the style and colour scheme of your page. If you are using software such as Microsoft SharePoint Designer/FrontPage or Adobe Dreamweaver for example, these CSS details are created automatically for you. A solution which is also perhaps advisable is to make your CSS an external file; this way there is no need to repeat all of your CSS statements on each page, but simply just one. Bear in mind that your keyword or phrase should be the most frequently used term in the body text of any given webpage. This is called keyword density. However you shouldn’t overuse this signal – if you stuff the copy with keywords then your text won’t be readable and Google will likely penalise you for not writing for human readers. Provide high-quality content on your pages, especially your homepage. This is the single most important thing to do. If your pages contain useful information, their content will attract many visitors and entice webmasters to link to your site. Google alone uses over 200 different signals in order to rank web pages and these signals change based on the type of content, industry, user intent, and other factors. There is not a one size fits all approach to SEO and what works for one business may not work for another, even if they’re in the same industry.

Siphon a small percentage of the production searches to the new search engine

Remember: Google wants to see that people are spending time on your website and the best way you can ensure this happens is by making content that people want to read. Moreover, you need to ensure that that content is presented in a way that encourages people to stick around. Onpage optimization (AKA on-page SEO) refers to all measures that can be taken directly within the website in order to improve its position in the search rankings. So one of the best long-term marketing tactics is regularly publishing content on your site. Develop an editorial calendar and create a plan to consistently publish new evergreen content if you want to create long-term value for your website. Gaz Hall, from SEO Hull, had the following to say: "The truth is that links are still the most important component of the search algorithm. No matter how useful its content may be, a site without links is far less likely to rank highly in organic search results."

Is there a further shift towards user focussed factors?

Google Plus isn’t dead. Actually, it has 300 million active monthly users. It also offers some unique advantages over other social networks that enable blog owners to drive traffic to their websites. Because there has been quite some news about Google’s Penguin update and before that its Panda update, people are blaming those. SEO practitioners, before deploying any given tactic, will ask first, “Will this increase my rank in the SERPs?” And if the answer appears to be yes, then the tactic is executed. Old-school SEO focused on keywords. New-school SEO focuses on high click-through rates, “long clicks”, freshness, and amplification...which are all signals that users are successfully finding the answers they’re looking for in your content.