When you add a link to your website, you are inviting users to leave your site. Which relevant search terms are most popular? Many companies err by assuming a particular term is popular. They put all of their efforts into being number one for a term few people care about—an enormous waste of SEO resources. To optimize your search engine results it is important to make your URL easily identifiable. Include words that are relevant to the site as opposed to numbers and symbols. People will recognize those keywords in the URL, and are more likely to click on your link if they think it will bring them to a relevant page. If you want to get high rankings, include your keyword on the web page. Don't forget fundamental things such as making sure that your website is mobile-friendly, meta descriptions, etc.

It's impossible to write a page in a natural manner while you're trying to focus on just one keyword phrase

It is useful to come up with a link building strategy that will help other sources discover your content and feature it if they find it relevant enough for their target audience – without losing sight of the need to create valuable content, of course. Search engines no longer value pages filled with targeted keywords. SEO doesn’t have to be hard or require an expert team to get results. If you’ve got a process and a structure, you can rank your content in search engines quite quickly. Does the content add an enormous amount of value or is it thin and veiled in an attempt to merely rank for a keyword? Is the content unique? You can't skimp on quality. Not today.

It’s time to revolutionize our approach to long term SEO

When we develop back-links, publish visitor content, or basically promote on a website, we want well-known websites because these are the ones that will work. Stay on top of relevant trends, create “how-to” blog posts, and frequently update older content to make sure you’re continuing to serve your audience with useful and timely information even after it’s initially published. How well written your content is and how much it brings value to the searcher is paramount to its success on Google's SERPs. Content is not only key when it comes to SEO, it also plays a vital part in guiding your customers down the sales funnel to make a purchase – and that’s why it’s so important to have a well-thought-out strategy in place. Now you know what you need to do to create a content plan that generates results.

Validate your site’s HTML and CSS

The more your website gets passed around between users all over the country (or even the world), the more popular search engines will start to take notice of your website, and the higher up it will generally appear in rankings and results. While external links that point to your site provide long-term SEO value, so do links on your site. When you include internal links (links on your website that point to other pages on your website), you send signals to search engines that tell them how to understand, prioritize, and rank the pages on your site. It’s a new era for SEO, an era where you can no longer keyword-stuff your way to search ranking success. Nowadays, if Google finds out that you are blatantly overusing (or hiding) keywords on your site, your credibility (and rankings) could take a serious hit. However, this doesn’t mean that keywords are totally irrelevant. In fact, if you’re doing what Google wants you to do (creating high-quality content), keywords will work there way naturally into your website’s pages. We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "Creating descriptive categories and filenames for the documents on your website can not only help you keep your site better organized, but it could also lead to better crawling of your documents by search engines. Also, it can create easier, "friendlier" URLs for those that want to link to your content. "

Your SEO campaign will fail unless you integrate content marketing

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. If you’re goal for a guest post is to receive a backlink in return, then you would want to make sure their website has a number of good quality backlinks. The number of quality backlinks a website has will determine how powerful a link you will get. Prioritise content marketing. That's publishing valuable content on your website. These can be articles, blogs, white papers, videos, infographics or other interesting information that can be shared with your network via an e-newsletter or social media. Doing this will create backlinks naturally. If you want to use your SEO campaign to truly and accurately speak to your audience and potential buyers, think about what gaps you can fill that competitors don’t.