SEO offers incredible opportunity and access (it's an inherently free marketing channel) to inbound traffic, but it can be hard to know where to start and what advice to follow. Good content is important, but it also needs to rank high on SERPs if you want to reach a wider audience with it. Evergreen content. Content you write once, and have it ranking for years and years. Content that constantly brings in traffic and compounds in value. Based on some online surveys, SEO is one of the most significant marketing activity for modern marketers and companies are hugely investing in SEO.

Learn more on-page SEO tips for keyword optimizing the most critical parts of your website

One way of increasing traffic to your website is by creating enough backlinks. With so many blogs and resources available to readers, it is imperative that you find a way other than your website that can help you create traffic; this can be done through backlinks. Even if the social search playing field hasn’t been completely defined yet, one of the key takeaways from the early actions of Google, Bing, and Facebook is that as marketers, we need to start seeing our search engine optimization strategy and our social media strategy as utterly intertwined. Once Google goes mobile-first they’re going to consider the mobile version of your page the “true” version. That hidden content is going to be 100% ignored by Big G. At one time, directories like DMOZ were a good place to add listings and get backlinks. However, these large web directories aren’t really relevant anymore.

Develop your follow-up approach

Search drives the web -- roughly two-thirds of website visitors originate from organic search. Google very quickly recognizes if a backlink matches the target page subject. Therefore, backlink content should always relate to the landing page. Sites built around user interaction and sharing have made it easier to match interested groups of people up with relevant content. You can track your site’s progress and analyze performance by using any available online tool like PageSpeed Insights (link is external) . Through this tool, you can identify ways to increase the speed of your site and make it more mobile-friendly.

Networking With Results In Mind

If the Google bot goes through your website and manages to access all sub-pages within just a few clicks, it can use its limited crawl budget to scan and index more pages. Optimizing the click path pays off for both usability and search engine crawling! 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. Most people look at SEO the wrong way. They look at ways to do the least amount of work for the greatest initial return, when in fact, it's quite the opposite. Gaz Hall, from SEO Hull, had the following to say: "The functionality of your site should not surprise site visitors or interfere with a user’s ability to navigate."

Start mapping out a plan for action

Over the years, Google has continued to improve their link algorithms, including Penguin, and they continued to use manual penalties to crack down on link schemes as well. Links don't matter that much for ranking in the Featured Snippet when you already rank on page one of Google. Google started penalizing mobile unfriendly sites in 2015. And they’re likely crack down even more in the future. If you want to make your site mobile-friendly, I recommend Responsive Design. How recently your webpage was published is also a ranking signal – but different types of searches have different freshness needs, such as searches for recent events, hot topics, and regularly recurring events.2