Your website must be set up to track the sources of conversions accurately; otherwise, you won't know which search engines produce the most leads—and you won't be able to continuously improve your SEO campaign. A local business competitor might not be your online competitor — welcome to a bigger game of tug-of-war. As you work to improve your SEO, it’s your ongoing job to stay ahead of the competition and detect emerging rivals as they climb the ranks. As SEOs we always want to understand the impact of site changes. Yet analyzing the data is challenging, especially in an enterprise environment with frequent site pushes and page updates. One of the biggest challenges is tracking when the change happened, what exactly was the change and what other changes might have occurred which would impact the analysis. Voice search is picking up steam. You can now use your voice to search the web, play music, navigate home, order sushi or get the latest football results.

Why is it important to know user intent and how can we identify it?

The length of your posts is also an important consideration. Back in the days of spammy-SEO, almost every post was 500 words long. Today, you’ll have the most success by writing posts that are longer and more in-depth. Imagine that your reader is going to sit down with a cup of tea and really dive deep into the subject – that’s the kind of experience that you should be delivering! If your website or webpage suddenly or gradually changes focus over time (say from a carpentry guide to a best practice SEO guide – sounds unlikely, but you never know), then anchor text pointing to you will likely change in line with the different topic. Google may then decide that your page has changed so much that the old anchor text is no longer fresh and devalue those older links. 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. Being an authority in your niche is all about having the knowledge and expertise of the field you’re in. Being so will help you gain the trust of your target audience and in turn, you’ll get valuable customers.

Find the Right Keyword to Content Ratio

Long tail keywords might not have the popularity or perceived importance of regular keywords but they can be very effective when utilised correctly. Using long tail keywords can give you the edge over your competitors and there are numerous benefits to using them. Keep in mind you will rank faster for long tail keywords and these often result in higher conversions. In a modern SEO world where the word ‘content’ is banded about on a daily basis by SEOs, there has been a move to create as much content as possible in a bid to win the ‘content war’. Submitting a sitemap to search engines reflecting any updates will certainly aid your cause. According to Google, a sitemap is “ a file where you can list the web pages of your site to tell Google and other search engines about the organization of your site content. Search engine web crawlers like Googlebot read this file to more intelligently crawl your site.” Don’t put off submitting your sitemap! Getting third parties to link their websites to yours is a critical part of SEO. Without inbound links, there is little to no chance of ranking for competitive terms in search engines such as Google, whose algorithm relies heavily on link measuring and weighting criteria.

Some websites are not as good as they seem to be

Link building always paves the way for effective relationship building. Whenever any local publication writes about you (and of course, link back to you), you can establish a relationship with the author as well as the organization. It might lead to getting great results as you never know who that author is connected to. According to Google, featured snippets especially helpful for those on mobile or searching by voice. SEO versus SEO Services Gaz Hall, from SEO Hull, had the following to say: "Nothing is worse than arriving to a site and finding content with keywords strategically (and awkwardly) positioned throughout."

You have the opportunity to appear in the Google Search news carousel

A lot of people think of link reclamation as just 301’ing pages they have moved that still have a lot of great backlinks. Parallax design is a website design approach that’s been used for several years now and takes its name from the concept of parallax movement. Instead of linking from one entire webpage to another, the visitor moves up and down on the same webpage. Google itself recommends that large numbers of links are only generated by unique content with added value for users. In the eyes of the search engine, links are automatically set to great content. They should not be created artificially. Google might interpret that important information is available on pages that you link externally through the keywords.