Currently more than half of searches account for mobile devices. Keywords should never be used to try to trick or mislead human beings or Google spiders.. This means using keywords that do not exactly describe the contents of your page, repeating a keyword over and over in a way that in not natural (known as “keyword stuffing”) or using any other black hat SEO tactics (like keywords in a white font on a white background) are all off limits. Utilise existing relationships with suppliers, partners and even customers to get links to your website. For example, if you sell a supplier’s products see if they have a section on their website that lists places to buy their products or distributors and ask if you can be added to this list. Other sources of links are industry specific directories where it makes sense for your business to have a listing. Controlling most of the navigation from page to page on your site through text links makes it easier for search engines to crawl and understand your site. Many users also prefer this over other approaches, especially on some devices that might not handle Flash or JavaScript.

Web page optimization best practices

Whenever possible, avoid changing URL structures. The easiest way to prevent broken redirects is to avoid creating the redirects in the first place. Search engines were nothing new; the first one was Archie created back in 1990, and there had been more than a few created between then & when Google launched (most notably Yahoo!) You need to be placing backlinks to your site on other sites which not only have good domain authority, but you need to make sure your links are placed on high value pages on that domain as well.​ Content marketing is about creating content that will help Google to find your site and posts and to ensure you rank highly in the search engine results pages. While this is a powerful and useful effect though, it's actually only one part of what content marketing is about.

Use Google Authorship to Guard Your Content

When you add a link to your website, you are inviting users to leave your site. The bad news about SEO is that it’s not as simple as flicking a couple of switches. Nor is it a one-time deal; SEO has to be a consistent part of your ongoing marketing. There is also an overwhelming amount of information available online – how do you know where to begin? Make sure the article is easy to read, even to those who are new to the topic. Articles that are easy to read will result in less bounce rates and higher conversion rates. Try to ensure the key phrase is an exact match to what the searcher will type into a search engine. This means phrasing your keywords in a conversational fashion if you want to optimize for natural language search queries

Your primary focus should be on what matters to your audience

Location search is growing every year and we are using our mobile phones daily to search for answers and solutions locally to us. Find out which keywords and phrases people frequently search for as well as what is trending. A look at what the competition is using could also help you. It makes sense to use the same keywords in titles and headlines, simply because a single page should always define it's topic as exactly as possible. This means there will always be only two or three main keywords any given page will need to be optimized for. Gaz Hall, an SEO Expert from the UK, said: "Getting third parties to link their websites to yours is a critical part of SEO. Without inbound links, there is little to no chance of ranking for competitive terms in search engines such as Google, whose algorithm relies heavily on link measuring and weighting criteria."

Choose a more relevant snippet of copy directly from your web page

Content quality, content amount, and website information are all factors in your Page Quality Rating. We use search engine optimization to monitor the queries that drive traffic to a page, to improve the quality of the content on the page to better match those queries, and to modify or expand content (where appropriate) to match overlooked queries. 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! Head terms are searched more frequently, have less words (3 or less in most cases) and are often much more generic and competitive as a result. Long-tail terms are longer phrases (commonly over 3 words) and more specific. While long-tail keywords are usually less popular, we can usually tell exactly what the searcher is after.