Search engines like aged domains, and give them more authority over newer sites. For Search Engines, backlinks help to determine the page’s importance and value (i.e. authority). Historically, the quantity of backlinks was an indicator of a page’s popularity. Many small business owners balk at video marketing because they think that their business isn’t “video worthy”. But if lawyers and instant coffee brands can have a YouTube channel there’s no reason you can’t either. Even better than the traffic you get from video websites are the high-quality backlinks from high PageRank authority websites. Target local trade by including place names in your search terms and keywords. This is particularly important for small business website SEO. When it comes to local SEO, it’s more important than ever that you optimise your on-site and off-site SEO strategies for clients and customers who may be searching for your local business. Local competition is heating up, and if you’re not on top of your rankings, you can bet your competitors will be.

Basic off-page SEO factors to look for when gaging your competition

Only links from quality and trusted websites that attract a high amount of traffic can have a serious and good impact on your website’s rankings. If an authoritative website links to yours, some of this “authority” is transferred to your site. Keyword research is still useful for example but we now know that Google doesn ’t want us to overly stuff our website with those search terms. Instead, the recommendation hovers at around 1-2% keyword density. If you write a long article and include the search term a few times, then that should be enough as long as it’s also in your code a little, or in your file name. SEO is about providing value, not tricking search engines into ranking you higher. “Social search” is an evolving term for the way in which search engines factor a user’s social network -- also referred to as social graph -- into how results are displayed after a search query.

Keyword Placement Matters, Not Frequency

The featured snippets that SEOs have been striving to get are a prime example of how voice search has changed SEO. Optimizing for these snippets requires old school SEO tactics combined with something new. A variety of studies support the idea that Google incorporate social signals when ranking a webpage. The higher your site ranks in the search engines the more visitors you will get from them. Search engines focus on keywords: the words that people type into a seach engine when looking for something. Your aim is to make sure that your site ranks well for the keywords relevant to your site. Putting effort into the offline promotion of your company or site can also be rewarding. For example, if you have a business site, make sure its URL is listed on your business cards, letterhead, posters, etc. You could also send out recurring newsletters to clients through the mail letting them know about new content on the company's website.

It Doesn’t End After Publish

Google has come out and said that HTTPS is a confirmed ranking factor. That said, they haven’t actually confirmed how much this impacts search rankings. Using a lot of engaging media like helpful graphics, interesting (and related) images, and videos can also help to provide more value and keep visitors more engaged. Thus, keeping them around longer. White hat, grey hat, and black hat are terms used to describe the type of SEO tactics used. White hat SEOs follow the guidelines of Google and other search engines. Grey hat SEOs aren’t afraid to bend the rules a bit, while black hat SEOs blatantly break the rules. Gaz Hall, an SEO Expert from the UK, said: "Information Architecture allows people and search engines to better understand the content structure on a site."

Once you have someone click on your site, usability becomes your most vital factor

People make use of search engines for a wide variety of purposes, with some of the most popular being to research, locate, and buy products. Mobile has changed our lives. It has also changed SEO. Mobile SEO helps you to reach customers and satisfy their needs in an enjoyable way. Analyze search engine rankings and web traffic to determine the effectiveness of the programs you’ve implemented, including assessment of individual keyword performance. There are domains which are better to receive links from than others. These are domains that are “trusted” sources and have higher domain authority.