Keywords are still an important part of SEO, but relevance can often be figured in more abstract ways. 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. As brands across industries continue to see the impact that organic search can have on their growth, search engine optimization has come from humble beginnings to become a recognized strategic field of marketing. Community hijacking involves finding online communities that are made up of your target market, or people that can reach your target market so that you can build a relationship with them and get them to promote your content/brand/product(s).

Writing effective headlines to encourage individuals to visit your website

In organic search, you don’t have to continually pay to be seen, and once you’ve reached the first page of Google (and you have quality content and a trustworthy site), you’ll often stick there for a long period of time (depending on the amount of competition). Optimizing for search engines and creating keyword-targeted content helps a site rank for key search terms, which typically leads to direct traffic and referring links as more and more people find, use, and enjoy what you’ve produced. As it may seem obvious by now, there is more to writing SEO-friendly content than ensuring you get a healthy ratio of keywords in. SEO and positioning your website to rank top spots in the search engines require some careful planning. Just like setting up a business or going to war, it requires strategizing for optimal results.

Keyword research helps you get into your customers’ heads

The well-publicised Panda and Penguin updates have had a significant (and in my view, positive) impact on the discipline of SEO. Links from longer form, evergreen content (a 1,000+ word article that’s been popular for a long time) will be higher value than short, news-based posts. Google has worked to smash black-hat and spam-based link-building practices, penalizing link wheels, exchanges and paid links. In 2012 the Penguin update ushered in the link building reality we experience today. With it only natural link accumulation will gain your website & webpages authority. Don't go overboard with your internal linking or you risk overwhelming the reader. One or two relevant links per post is usually a good maximum, with more in longer posts.

What is the relevancy of the content between the linking page and your target page?

Like any good SEO campaign, your optimization strategy should be dictated by your campaign goals. If your top level goals are straight-forward, such as increase revenue, then decide which optimization path is going to be the most effective based on your business. A negative SEO strategy involves crawling a website. This “forceful” crawling of the website puts strain on the web server, causing the website to slow down or even crash. While there are numerous duplicate content checkers available, the simplest method is to copy a random snippet of content from various pages of a website, then wrap them in quotation marks and do a Google search. Gaz Hall, from SEO Hull, had the following to say: "If a site, or specific page, has a lot of backlinks pointing to it, Google then sees this page or site as credible. This is only true, though, if those backlinks are coming from quality, reputable sources, and it’s even better when those sites are relevant to your site. "

Time to Do The Research

Wouldn’t it be great to give Google & Bing a list of all the pages we want them to notice? With XML sitemaps you can do just that. This is a file you add to your website (normally at yourdomain.uk/sitemap.xml) that lists the URLs for a site. Most CMSs can create one automatically for you, and let you choose to remove certain pages. Generally speaking you want to use your keyword as the anchor text for your internal linking whenever possible. External linking (from other sites) shouldn’t be very heavily optimized for anchor text. If 90% of your links all have the same anchor text Google can throw a red flag, assuming that you’re doing something fishy. We thirst for conversation rather than being lectured. Those who merely push their message and never listen or engage usually are not as successful. So when someone comments on your blog or on your social media post, engage with them. You never know who has a website or blog. You never know who will build upon your knowledge and create their own post referencing your original post as a citation! When it comes to marketing strategies for your small business, local SEO is the first avenue on that road.