Optimizing your website will invariably lead to more organic traffic later on in the life of that website, so there’s no reason you shouldn’t do it. Every time a search engine finds your website next to your competitors, it tells them that your company is in a related niche. Ranking high in Google can bring you some serious traffic too. When looking at a Google results page (often referred to as Search Engine Results Page, or SERP for short), the number one result alone brings in 31% of search traffic on average. Meaning, when people search for a keyword, 31% of those searches will click the first result. There is no such thing as a cookie-cutter SEO plan, and for this, all parties on the SEO bandwagon should rejoice.

There are differences between SEO and content marketing

Google will be looking to see if you have put any time into the content or just put up some content with minimal work. They want to see that you have actually put some effort into putting together something useful to the visitor and that it is good quality content. Beware, excessive linking, either internal or external can lead to the exact opposite results. Make sure that every link serves its own purpose in your content. SEO is simply the process of getting website traffic from “free” or “organic” search results in search engines like Google, Bing, or Yahoo. All major search engines have primary search results that are ranked based on what the search engine considers most relevant to users. SEO helps maximize the number of visitors to a particular website or page by ensuring that the site appears high on the list of results returned by a search engine. Authority is measured by the quantity and quality of inbound links to your site, as well as its technical performance and structure.

Use standard HTML markup as much as possible

Keyword research is the process SEOs use to find what search queries consumers enter into a search engine for a given topic. You will find that there are a number of different ways to do keyword research, but there is no single “right” way. It will vary based on your industry, budget, and goals. 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. Thin content is the idea that there’s not much actual text on an ecommerce site compared to, say, a blog or software site. Imagine dozens and dozens of thin content pages created because of random product attribute and product filter pages. Some of those pages might only list one or two products. Search engines reward sites that are user friendly, which means they have high usability. Google favors sites that are not only rich in keywords, but also demonstrate user engagement.

Personalization counts

SEO ranking improves when visitors stay on your site longer, view more pages, and repeat their visits. The more user-friendly your site is, the more likely this is going to happen. The “title tags”, or the title of a blog post, is one of the crucial aspects when it comes to getting a better ranking on search engine result pages. The title tags not only tell search engines what your web page is all about, but also leave the first impression on the people who see your post title in the search results. Being on Yahoo or Google’s front page for your respective niche is the ultimate goal of every site. This can be a very competitive market to break into. Gaz Hall, from SEO Hull, had the following to say: "Fundamental search engine optimization never changes. You only have three things to work with: content, links, and measurement."

Optimize for people

You should aim to have the target search keyword within one of the HTML headers in your content (e.g. H2, H3, etc.). Currently more than half of searches account for mobile devices. It’s generally accepted that using copyright notices and legal disclaimers can be seen as a positive sign by Google as these will make your website look more professional and more like a ‘real business’. Internal SEO isn’t just about keywords anymore; it’s about creating an authentic and engaging user experience.