URLs and links are building blocks of a website, therefore, ensure that they are consistent and are search engine friendly. Pages that have many outbound links are considered to hurt search engine ranking. Ensuring that your content is effective in connecting with the prospects searching for your products or services is crucial. Your web pages should be geared towards focusing on individual topics instead of individual keywords. Too many links, and it seems like your content relies too heavily on outside content; too few links, and some readers may question where you’re getting your information. It shouldn’t be surprising that the first step is identifying those high-value search terms that your potential customers might be using. You can do that through keyword research, which can be conducted a number of different ways.

Provide value information rooted in your initial strategy

To keep it simple you can use a link shortener that 301s such as bit.ly, or if you want to spend a little more time you can set up your own site and 301 the traffic from a certain page to your money site. Producing quality video content is the first step, but without a solid marketing campaign in place, you’ll find it harder to get ranked on SERPs. As companies are recognizing the power of this form of media, using these techniques yourself will help you increase and maintain your SEO rankings in the long run. Keyword research should be the starting point for any SEO campaign. Why? Because if you don’t know what people are actually searching for in your niche, you’ll be relying on luck—rather than data—to guide your decisions. While it's true that keyword-stuffing will be harshly penalised by Google, intelligent use of on-page tags that help potential customers to find your site remains vital; the margin between the best SEO company and the also-rans frequently lies here. Make sure the site's meta descriptions and titles include both primary and secondary keywords and are unique for each page. All images' alt text need to be keyword optimised and descriptive, without forgetting to optimise video content as well with relevant meta data.

Local link building is an artform unto itself, and you’ll need to tackle it in isolation for the best results

Keyword research must be updated periodically: Search terms fall out of disfavor as language changes, a company introduces new products and services, and so on. Canonical Tags are intended to prevent duplication of content, but make sure you have a canonical URL for your filter pages rather than accidentally telling search engines they’re duplicate pages. The sheer apparent complexity of SEO is enough to turn some people away entirely. Stick to these good practices and you’ll be on your way to free traffic.

Don't over-optimize anchor text

Targeting a hungry crowd can offer lots of benefits to your online business. This is because they are searching for immediate solutions to their questions or problems. I’m sure you don’t need me to tell you that analyzing the link profiles of your competitors is one of the best ways to find backlink opportunities for your website. Search Engine Optimisation (SEO) is a key part of any digital marketing campaign and needs the right expertise to make it happen. Gaz Hall, an SEO Expert from the UK, said: "User experience is critical to SEO, so it may be a good idea to test how it affects the traffic to your site."

Build a mobile-friendly site

The main heading of your page tells visitors, including search engines, what the page is about. Heading tags let us mark up what is a heading or sub-heading on the page, and we can use the h1 tag to show the primary header. Most CMSs do this automatically. Finding authoritative sites that’ll link back to your pages can be difficult. Don't be tempted by the huge numbers for broad keywords. With enough time and effort you might be able to rank for them, but you'd be battling large, established brands for unfocused visitors that might not even be ready to buy. Ranking factors play a huge role in SEO and the overall digital marketing strategy of a website.