Bold and italics can make your keywords stand out more with the search engines. In the past, some people tried to make their pages extra-relevant by using the keywords for which they want to get high rankings over and over again in their internal links. The idea was that a web page must be very relevant to a keyword if many other pages of the website link to that page with that keyword. Is your article hiding among millions of others, difficult to find and not being read as a result? If it is, you’re not alone; great research can go relatively unnoticed if it’s not highlighted and indexed in the right way. There is a reason why so many people say that content is king. It simply determines the foundation of your content promotion efforts. Without great content you can’t get too far.

Deliver sustainable traffic to your website

When writing a new post, always link to previous relevant articles you have written. That will help your users spend more time on your website by visiting other useful articles. Cloaking is a method which gives search engines the impression that a website carries content that is different to what users actually see: If you want to achieve a higher ranking on Google and other search engines, you’ll need to get serious about search engine optimization. Wouldn’t it be cool if you could find out exactly which keywords your competitors are ranking for AND how much search traffic those keywords are bringing in?

Include the main keywords in your title and meta description

Although not as important as they used to be, reciprocal links do still matter with Google. Reciprocate with similar websites and include keywords near the links on your site. Link signals tend to decay over time. Sites that were once popular often go stale, and eventually fail to earn new links. If you have the exact match domain name, search engines will give your domain priority. Another factor to take note is that web masters are advised to create content for their audience and not search engines. Write good content and key terms should naturally be included.

Diversify your linking profile

Find sites that are relevant to your website but are not direct competitors. The more relevant the links, the more valuable it will be and therefore the easier it will be for them to explain why they are linking to your website. Before you decide which keywords are right for your brand, spend some time thinking about what your SEO goals are. The more higher quality, relevant websites pointing at your site, the better chances of moving up Google’s ranking ladder. Gaz Hall, an SEO Expert from the UK, said: "Today, there aren’t a lot of free methods left to get organic traffic. Plus, for those that do exist, they often require an incredible amount of technical knowledge."

The keyword can be thought of as one topic within a larger category

Information Architecture allows people and search engines to better understand the content structure on a site. Brands are generally most interested in gaining follow links as opposed to no-follow links because they help to increase ranking positions. But there’s a problem that has come from this. For some time now, brands have been incentivising bloggers to add unmarked paid for follow links – which is against Google and ASA guidelines. If you were to build a house and the foundation was in terrible condition, you’d have a lot of issues, regardless of how nice you decorated the interior. The same is true for SEO. You need to have a great foundation on your website. Mobile traffic is important. People are searching and reading on their mobile devices more than ever. What does that mean for your copy? Do you need to write differently if you’re aiming at a ‘mobile’ audience? How do you tackle copywriting for mobile?