On the web, sole traders can in theory compete with the corporate big boys, so being able to be found – and found easily – among those searches is essential for any firm SEO success relies heavily on the keywords you choose to target. Because people have shorter attention spans, keep the most important information in heading tags so they can scan and see if they want to delve deeper into the post. Review your blog content to make sure articles are more than 300 words and are highly valuable to your visitors

Relevance is the key issue for video search

Build a unique contact page for each location that you operate and mark up your location information in Schema.org. A handy thing to know when you are acquiring links from other sources is the difference between follow and nofollow links. What we need to understand is that search engine optimization begins with the simplest of foundations: Create a Website that is easy to crawl, index, and match to queries people use. From that foundation we build greater complexity into our optimization methods and practices. Quality is always important when producing new content, but it’s the SEO that can boost your efforts of reaching a target audience.

Understand the increasing real-time aspect of SEO

When a search engine spider crawls your website it cannot rate its design nor measure the level of your customer support or the services you offer. It can only read and grade the content on your website and the way you have managed your backlinks. Hence, there is a huge emphasis on the quality of the content on your site and the backlink structure you have adopted and exactly why link building is so important. The number and quality of links to your website are quite important to Google and other search engines for your rank on different terms. You should aim to increase inbound links from sites of the same country. Get sites in the UK to link to your co.uk extension, sites in Ireland to link to your .ie extension, etc. Some directories cost money in order to be accepted into their listings. Once again, while some of these can pass legitimate value, others pass little and aren't worth your time or money. Back Links go hand in hand with Link Building and act as advertisements for your website on other websites, rather than the links on your own website, which give more traffic to other websites.

Social media signals have always invited contradicting opinions

Don’t duplicate title tags across your website, as this can negatively impact your visibility In the search marketing field, the pages the engines return to fulfill a query are referred to as search engine results pages (SERPs). Google defines duplicate content as large blocks of text used across multiple pages, or even other websites, that are exactly the same or very similar. Simply put, you don’t want to use large blocks of the same text on more than one page of your website. We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "Efficient content organization seeks to reduce, minimize, or eliminate unnecessary on-page elements without compromising the creator’s free expression. SEO must support the style of the content creator, not dictate it."

You have the opportunity to appear in the Google Search news carousel

Your target keywords should also be in the H1 tag, but your H1 can differ from your title tag Search engines don’t like familiar or generic content. Content (marketing copy, etc) may be king when it comes to converting visitors, but for search engine rankings, link weight, domain authority and intelligent distribution of link weight appears to be much more effective, even when it means removing content. Your target keywords should be in the H1 tag. Your H1 however can be different from the title tag. It doesn’t have to be – you won’t be penalised for having the same title tag and h1 tag for a web-page (after all, most CMS generate this automatically) – but varying the keyword phrasing of both can increase your chances of appearing for different search intents.