While SEOs aren’t generally user experience experts, we do have a set of SEO techniques and tools that let us build a fantastic, user-targeted website. Specifically, we structure web content based on user demand. For many businesses the goal is to get their business to position number 1 on Google, but did you know that there’s a new top spot on Google called position zero. You’ve probably noticed these results but maybe not understood them properly. Position zero is all about using featured snippets to give an informative answer to a user’s query. It’s not uncommon for the results that are further down the first page listings to be featured in position zero. Domain authority is more insightful than PageRank because it’s measured on a scale of 0-100, but it’s not perfect. In organic search, you don’t have to continually pay to be seen, and once you’ve reached the first page of Google (and you have quality content and a trustworthy site), you’ll often stick there for a long period of time (depending on the amount of competition).

Establish intuitive information architecture

Google devalues pages and websites with very little content, and it’s obvious that links from these types of websites carry little SEO value. Content strategy and execution is a discipline in its own right. If you are looking to build a genuinely compelling brand experience shortcuts cannot be taken. SEO can be quite complicated, but you can absolutely develop a keyword strategy and take care of the essentials on your own. Join popular online forums and post valuable comments and discussions with links back to your site. This can get others to do the same if they like what they see.

What type of skills should you be on the lookout for when reviewing SEO specialists?

You don't need to write at a doctorate level to rank at the top of Google. You simply need to write at a higher reading level than normal. Backlinks are links from outside domains that point to pages on your domain; essentially linking back from their domain to yours. The reason you want natural, helpful, informative links is that you don’t want to have to constantly replace links ignored by the search engines and you don’t want to suffer from penalties and downgrades. Link acquisition should happen without anxiety. Pick a list of words relevant to your business. Then create separate lists of these keywords for each country. Focus on “long-tail keywords” -- keywords that are very specific to your business and the products/services you offer. For example: marketing is a broad keyword that will be hard to get traffic for, and inbound marketing software is a long-tail keyword with less competition that will be easier to get traffic for.

High rankings on Google for the right keywords will bring targeted customers to your website

Learn to write good website copy and your Search Engine Optimization (SEO)—think of it as digital catnip for Google—will improve, as will your site ranking. Website Optimization is about more than just making a page easier for users to browse through and navigate. There are also several things a website manager can do to optimize the website for their own devices. Your page title should be naturally descriptive and contain the right keywords. Most SEOs place this near the top in terms of ranking power. It's also important to ensure the title is catchy because this tag is what Google often shows in the search results. This means make it click-worthy! And the fact is all of your copy needs to be buttoned up. You need a lot of keywords that are worked in naturally without keyword stuffing. We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "You want to be attracting users who are going to convert and remain loyal to your site and this can be done by delivering on your promise of quality content. To facilitate this, you need to offer clarity in your website headlines so as not to confuse or mislead anyone. "

Social Signals Impact Search Engine Rankings

SEO and positioning your website to rank top spots in the search engines require some careful planning. Just like setting up a business or going to war, it requires strategizing for optimal results. Most webmasters believe Google crawls their website in one go and will continue until everything’s crawled. Off page SEO is a long term and time consuming process.It includes acquiring backlinks to your webpage from the authority sites, Social media and Social bookmarking. Off page factors work in the background to improve the search rankings. Reaching an international audience is an opportunity that is now available to small and medium businesses in a way that has never been possible historically.