When launching a new website that replaces a previous version, use 301 Redirects to tell the search engines that your pages have moved. Doing so will retain your hard-earned Google Page Rank and your search engine positioning should stay more or less intact. If you do not use 301 Redirects when launching a new/replacement site, search engines will still have your old pages contained in their index, and both search engines and visitors seeking out your content will encounter broken pages when they try to visit your site. This will result in lots of 404 Page Not Found errors. When this happens, your search engine rankings will most likely drop. What factors do you need to bear in mind? Does keyword usage still apply? There are plenty of business owners whose websites haven’t been updated in years who are being left behind by major shifts in digital marketing. You don’t want to be one of those people. In the long run, not changing with the times hurts your business. Linking to authority sites helps send trust signals to Google. The link relevancy is important and should be done in a proper manner.

Navigation affects conversions

All the content you produce should be tailored to your target customer / audience. If you submit posts with very little content and a load of popular search terms, you’re likely to be found out. If you have not done any link building, or have been stuck in the link building tactics of a bygone era, you’re missing out on a lot of potential search engine power. The best link building strategies take more time and effort and are focused on building relationships and providing valuable information, not gathering the most links possible. Natural, relevant links to your site from reputable websites is what takes you to the top of Google. There are many ways to go about getting your site linked. The higher quality your content, the more beneficial your shared information, and the better your reputation increases the chances that you will be mentioned throughout a variety of platforms.

Monitor the evolution of your search results

Increasing visibility via organic search today means incorporating content marketing, UX, CRO, and high-level business strategy. A URL is one of the first things a search engine uses to determine page rank, which is why it is really important to make your URLs easy to crawl. SEO projects require forethought and planning to obtain the best results, and SEO needs to be considered during, and incorporated into, all stages of a website development or redevelopment project. Originally devised as a way to combat comment spam, when a nofollow attribute is added to a link it tells search engines that your link to it isn't necessarily a vote of confidence.

Why are title tags important?

Use long tail keywords that are very specific to your business to target a particular audience. These phrases epitomize the true essence of your business without coinciding with other related companies. They also provide you with a chance to score high on a search query most pertinent to your products or services. To many users the personalization of search results is helpful and convenient, but an increasing number of users are disturbed by the extent to which the sites they encounter are being shaped by forces outside of their control. Staying on top of SEO takes a lot of research and experimentation. Google’s algorithms are constantly updated so it’s important to stay tuned into the latest news. With this in mind, and a bit of practice, you can become your own SEO expert. We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "To rank, you need authority. To have authority, you need links. To get links, you must be visible with people who create content. Therefore to rank, you need relationships."

Spend time actually optimizing for just one or two keywords

As SEOs we always want to understand the impact of site changes. Yet analyzing the data is challenging, especially in an enterprise environment with frequent site pushes and page updates. One of the biggest challenges is tracking when the change happened, what exactly was the change and what other changes might have occurred which would impact the analysis. Users searching for your site on Google might not necessarily want to land on your homepage. Sitelinks on the SERP provide them with a direct link to other parts of your site which might be more relevant to them. Google and Bing have moved far beyond algorithms that positively reward a keyword appearing multiple times in the URL string. Don’t hurt your chances of earning a click (which CAN impact your rankings) by overdoing keyword matching/repetition in your URLs. 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.