The days of stuffing keywords into bad content and having it rank are long gone. Now your content needs to focus on your target persona and your keywords need to flow within the content. All other metrics being equal, would you rather have a high-authority link with lower relevance or a highly relevant link with low authority? With for instance the rise of voice search, longer keyphrases become more and more common. Using a long keyphrase five times in your 300-word-article will look so unnatural, that it’s not a good practice at all, where using a certain keyword five times might fit there. While it was very simple to link a keyword to traffic in the past, it has become very difficult because of changing the complexity of search algorithms that factor a lot of things.

SEO challenges large scale user platforms face

Using a variety of free online tools such as Google AdWords, Keyword Keg and Bing Ads, website owners can easily find research which words are being searched for most frequently in a number of search engines. Good website navigation is very important because it helps website visitors and search engines to understand your website structure. The internal links of your website do have an influence on the search engine rankings of your website. A URL is one of the first things a search engine uses to determine page rank, which is why it is really important to make your URLs easy to crawl. In an SEO scenario, Google likes to trust sites that have links from high quality, relevant sources. For example, large news websites don’t generally link to an untrusted source, nor do top quality industry blogs or university or .edu websites.

Domain authority (DA) is NOT the ultimate metric

Links pointing to your site help Google discover new pages on your site. It also, traditionally, is regarded as a signal of popularity. The site linking to your content is essentially telling Google they trust your content. At some stage you are going to have a large list of potential keywords. We need to find a way of picking the best ones to concentrate on. Within this we want a mix of head and long-tail terms. Once you have completed your initial keyword research, review your keywords to identify which are most relevant for your business and which have the highest volume. Create profiles for your business (and include a link to your website) on major directory sites such as Google My Business, Yelp, Angie’s List, Yellow Pages, and other listing resources associated with your industry.

Reap the rewards in the form of traffic and leads

As the world is becoming more and more mobile and more searches will continue to be done on mobile devices, starting a mobile strategy today will greatly pay off in the future. Spend a little time thinking about how you can get inbound links for your website. Write informative, high-quality blog entries and share them on social networks. Another great way to get inbound links is to write blog entries about current events or news. This will increase the probability of getting links from media outlets or opinion shapers. Pick your permalink structure wisely. Don’t change your permalink structure for the sake of it. Incorrectly redirecting your old URLs to the new URLs might lead to problems and could get you dropped from the rankings. According to Gaz Hall, a UK SEO Consultant : "Most of the “solid information” and “powerful strategies” on internal linking are little more than sophisticated-sounding prognostication. Still, there’s some merit to theorizing about how Google ranks and values the internal network of linking."

85% of people searching on Google are clicking on the organic search results

With so much competition in the outside world, some companies insist on using harmful techniques to gain more exposure and a better ranking on Google. Do you publish new content exclusively for the enjoyment of your existing audience? Or do you want it to rank high in Google and bring new visitors to your site month after month? Instead of writing on-page copy for the sole purpose of repeating a keyword multiple times, you should write about your product or service or idea naturally, and let your keyword variations naturally fall into place. If that doesn’t happen, go back and spring in some variations into the content so that the same message gets across, just optimized! The quality and quantity of links you have pointing to your domain determines your overall authority, which in turn determines where you rank for various search queries.