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Principally, technical SEO is concerned with how a website works, and how search engines are able to crawl and index our pages. Think of technical SEO as the foundations of your site – without it, whatever beautiful building you create won’t be as sturdy as you’d like. Sites that aren’t optimized for user intent and mobile SEO will fail. The relevance of a website’s content is particularly important for search engines; it affects how high a website will appear in the search results for a given search term. Any way of getting more customers to be aware of your company is important – particularly when they are looking for a product or service like yours. That is why search engine traffic is ideal. You can pay for ads at the top of search engine results and in various places on the web, but only 18% of clicks in search engines go to these ads because many customers are savvy enough to skip them.

Identify and remove duplicate content

The length of search phrases continues to grow. Back when the Internet was just an upstart, single keywords were the only thing you needed. Duplicate content is content that appears in more than one place online. When there are multiple pieces of identical content, it's difficult for search engines to decide which version is more relevant to a given search query. The safest way to ensure there are no duplicate content problems is to use a rel=canonical tag on the republished article. This will tell Google that the linked article is the original and therefore should be indexed, and any ranking benefits will be passed through. Search engines have been tailored to predict the intent of customers, which explains why some searches have features such as local 3-packs, featured images or videos and Quick Answers. Understanding the intent behind searches allows marketers to create content messages and formats that will most likely appeal to customers.

Cut Back Costs with SEO

Keyword research is the basis of all search marketing. It is the art of explaining what you do in the language that people use, and thus it should probably be the basis of all your marketing activities, both on and off the web. Google’s Penguin 4.0 is now included in the core algorithm and is updated in real-time as of September 2016. Before this rollout, website owners waited years to recover rankings lost because of questionable SEO practices related to manipulating links. Like all things when it comes to building an effective SEO strategy research is key! Don’t be afraid to check out your competitor’s sites and other similar websites to see what long tail keywords they’re using. This can give you a great springboard to base new ideas off and don’t be afraid of using the same long tail keywords either. Google is looking to reward sites that offer a great experience on a phone. They even now have separate search results for phone users. How do we know if we are mobile friendly? There’s a handy tool to check. Test your site, and work with your designer to make the improvements needed to succeed in the mobile-first world of search.

Accessibility/spiderability

At its core, SEO is about user intent. Search engines, like Google, want to provide users with results that are relevant to their queries and offer the utmost value. Therefore, it’s no surprise that the best and most relevant pages are given higher positions on a search engine results page. A link should only be considered quality if it’s relevant to your website and the particular page that the link is pointing to. Because there has been quite some news about Google’s Penguin update and before that its Panda update, people are blaming those. Gaz Hall, a Freelance SEO Consultant, commented: " If you’re a business, it may be a good idea to start a blog on your website. Not only will this keep your site up-to-date with fresh content and encourage repeat visits (and increase the frequency of search engine crawlers), but also show that you’re a relevant, trustworthy business."

The person with the best content will win

User experience is important to search engines and one way they determine this is based on how easy it is to get around the site or the navigation. Use 3-4 internal links on each page, but make sure they are incorporated naturally within the body of the text. Don’t put lots of links in the footer or at the end of your content. Google will penalize you for this. If you’ve set yourself up with Google Search Console or Bing Webmaster Tools, you can now get some free keyword ideas. Your title tag needs to be written for humans – as in it needs to make logical sense, rather than a keyword stuffed mess. The title tag will appear in a variety of places, from SERPs, to a social share, to the browser tab, so make sure it’s relevant and readable. For Search Engines, backlinks help to determine the page’s importance and value (i.e. authority). Historically, the quantity of backlinks was an indicator of a page’s popularity.