If your website is trying to rank quickly for a specific topic, and yet there is not a piece of high-value content that addresses that topic, the probability of showing up in the Google search results is small. It’s better to have a custom 404 error code page than to have an empty page — it doesn’t send a good message to search engines or site visitors. If you research your competitors, you will probably notice that they have some backlinks in common which you don’t have yet. Well, if they managed to get these backlinks, why shouldn’t you too? Positive reviews are an important local SEO ranking factor that improves your business visibility on Google.

Include keywords to help searchers identify with your site

The idea behind PR is that a website with more links pointing to it must be of high quality and something that people want to read. The better people with relevant blogs know you (through social sites, forums, email, etc.) the more likely they’ll be to link to your site and to share your content. Influencer marketing is a great way to build a diversified traffic portfolio, because influencers have an effect on multiple traffic channels. Google is making a real push to get to grips with any tactic they see as manipulating the rankings in a way that’s against their guidelines – from keyword cramming to paying for sponsored posts. If a person goes looking for a company or product by name, Google will steer them towards what they’re looking for.

Pay-for-placement in the search engines should be avoided

A big part of Search Engine Optimization is optimizing your website to make it easier for visitors to navigate and use. Links found within the main body text of a webpage is more valuable than links found in separate plugins or widgets found elsewhere on the page. If you don’t want to spend any money on a keyword tool, you can simply google the keyword you want to rank for. Does your site ‘fit in’ with the results Google shows you? Or are the sites on the results pages much larger or more well-established than your website? TD-IDF means that content should include different phrases and that some of those phrases should appear more frequently than others.

Gathering your social profile linking domains

When you build backlinks, you have to be very cautious not to leave footprints, and make the links look natural. High-quality content means faultless spelling. It’s true that people often misspell words they type into search bars. Some the of not-so-recommended techniques advise to optimize a website also for misspelled keywords so that users who are not good at grammar could easily find it. Search engine algorithms will continue to become more sophisticated. Gaz Hall, an SEO Expert from the UK, said: "On average, the higher up page 1 the result is, the greater the number of linking domains that the webpage has."

Reporting and analytics

How do your competitors rank? Pick out a keyword for which you want to optimize your site. Check out the top 20 search results: Are your competitors somewhere in there? What is your ranking for this keyword? This information should help you to find a good niche for you and your keywords, where your competitors are not operating. It may also be that you find keywords for which it is worth joining the competition. All sites have a home or "root" page, which is usually the most frequented page on the site and the starting place of navigation for many visitors. Unless your site has only a handful of pages, you should think about how visitors will go from a general page (your root page) to a page containing more specific content. So you want your site to be among those most relevant for the keywords relevant to your business. Ideally you want to be towards the top of the first page of the search results as people do not often look further than that. If you are using Google analytics platform you can reduce bounce rate even further by implementing event tracking for outgoing links that lead for example to a third party booking engine (if cross domain tracking isn’t supporting it from your vendor) or use virtual pageviews functionality to track inbound phone calls from your mobile optimized website.