You need to produce quality content that provides valuable insight. Google has enhanced its algorithms to weed out low-quality pages from its index. Therefore, if you are not part of Google’s directory, search engines will not include you in their results. And you can imagine what that can mean for your website! One thing’s for sure though, Google is getting smarter. It’s now much harder to take shortcuts or to pull the wool over its eyes and cheat your way to the top – you have to earn your place. A strong linking structure and other internal SEO best practices can provide that. It’s not just about creating quality content, but also about knowing your audience, to the extent that the content is useful and has more chances to be ranked higher in the search results for the relevant queries.

Use anchor text

When it comes to getting your website ranked highly then keywords are still an essential part of Google’s ranking algorithm, they are the very backbone of search engine (even Yahoo) after all. But keywords aren’t what they might always appear to be. The Google algorithm incorporates hundreds, if not thousands, of signals when determining where pages rank for a search. Knowing which factors carry the most weight and optimizing accordingly can be the difference between success and failure. Google learned that when people search for the term “SEO,” they were more likely to click on information over a list of services. So, eventually, the algorithm changed to incorporate this behavior, and now it delivers the types of results it believes the keyword is really asking for. Google recognizes that a site might have two versions on the same page (web version and printer friendly version), and this duplicate content is actually meant to make for a better user-experience, and not trick the search engines.

Don’t jump in blind

Many people still think that having a high volume of crawlable and indexable pages is always better. It’s hard to imagine that just 10 years ago, SEO was a discipline governed by blackhat marketers whose sole objective was to increase rankings and drive traffic. Long story short—it wasn’t pretty, and Google didn’t like it. Website performance metrics also play a large role in SERP positions, because these performance metrics indicate how well visitors can engage and consume your content. Users don’t like to wait, and we are becoming more and more accustomed to the fast load times, which means your site will be left in the dust when a user must wait.

Segmentation might not pan across each social media network successfully

Doorway pages are typically large sets of poor-quality pages where each page is optimized for a specific keyword or phrase. In many cases, doorway pages are written to rank for a particular phrase and then funnel users to a single destination. Besides looking for established companies and Internet presences to learn from, you can also pick up some good tips and quick information from up and coming companies that are suddenly doing well in the rankings. How are you going to ensure that your site stands out, that it’s set apart from all of the other existing sites? This is the key to building decent backlinks in order to rank highly in search engines. Gaz Hall, a Freelance SEO Consultant, commented: "Your Title Tags are far-and-away the most important places to put your keywords."

Do-Not dump the anchored links with keywords

The link structure of the Web serves to bind together all of the pages that have been made public as a result of someone linking to them. Through links, search engines’ automated robots, called crawlers or spiders, can reach the many billions of interconnected documents. Engage in guest blogging outreach and provide content to sites that share your audience to build links that will provide long-term SEO value. Without discounting the value of links and traffic, content is most likely the key element of a website's charisma. Good content will lead to links and traffic. You can think of importance as a way to determine which page, from a group of equally relevant pages, shows up first in the search results, which is second, and so forth. The relative authority of the site, and the trust the search engine has in it, are significant parts of this determination.