In 2012, Google began to penalise any site found with bad backlinks and alongside this, it can ban your business from Google Adsense. This means that anyone with links gained unethically through black hat SEO tactics, for example, paid link building, overuse of affiliate links and duplicate content to get to the top of Google, now find themselves faced with a penalty. Your links should be short, concise, and easily readable. Shorter URLs with fewer folders (“/” in the URL) tend to rank better. Too many backlinks from many unreliable domains can hinder the authoritative signals of your domain. Relevance versus authority can be particularly challenging for beginner link builders as they begin the arduous process of securing links

Picking Geo Modifiers

Onpage optimization (AKA on-page SEO) refers to all measures that can be taken directly within the website in order to improve its position in the search rankings. Keyword research is the practice of identifying which phrases are used on search engines when people are looking for information, and usually includes finding both the search volume and relative competitiveness of the terms. One of the most important elements to building an online marketing strategy around SEO is empathy for your audience. Once you grasp what your target market is looking for, you can more effectively reach and keep those users. If your target is international try to get links from sites hosted in as many different countries as possible. The same is true if you target local audiences, get as many links from sites hosted in the country you target.

Don't bury information in your navigation

Search engines have been running on two wheels, On page and Off page factors. Even if one disbalances, it will lead to failure in proper SEO. Aside from offering users the best insights possible, high-quality content goes hand in hand with your backlink profile--a key element of SEO. The more links that you amass back to your website from other authoritative websites, the greater the likelihood is of improving the visibility your website receives in search engines. Search engine optimization (SEO) is a term that gets thrown around a lot. It is no longer a hip, mysterious thing. Many people know what it is and numerous large companies already have a well-developed SEO strategy in place. A URL is more important than you may think it is. Your website’s URL structure is like a math formula — when followed properly it will give you the right answer.

Think about SEO from the start

Don't limit your ideas; brainstorm whatever subjects and phrases could lead the kinds of visitors you want to your site. Type them into a spreadsheet. Your brainstorming will "prime the keyword pump." Search engine optimization, or SEO, is the process of improving your site's ranking in search results. Unfortunately the factors search engines like Google, Bing, and Yahoo use to rank sites are kept secret and change frequently. Off-Page SEO is made up of everything away from your site that you technically can’t control (although, you can influence) and affects how Google sees your page (particularly how authoritative and trustworthy it sees your page). According to Gaz Hall, a UK SEO Consultant : "SEO basically works by predicting and guessing how the Google algorithm works (because no one can be completely sure) and then using that information in order to engineer your website to get the maximum number of hits. It means gaming the system and this in turn can allow you to‘trick’ Google into believing that your site should be number one."

Create an e-book or guide every three months

With all the signals in the Google algorithm – and there are hundreds of them – why would links still be so valuable as a signal? Keep your descriptions under 150 characters to avoid a trail off (…). This shows visitors that you have intentionally put up an informative and helpful description, opposed to the randomly generated one that Google pulls for non-optimised pages. Your headline is among the first things that users will come across when carrying out a search. This makes them important, and it’s useful to brainstorm as many variations as you can until you land on the best candidate. People like to be engaged and feel involved. Having a question as a title will start a conversation by piquing people’s interests. They will want to know what the answer is. Doing research on your targeted audience will help you come up with questions to ask. (Ideally, they should be questions members of your audience would naturally ask.)