Webmasters used to do everything traditionally from on-page optimization to off-page optimization such as emailing fellow webmasters to exchange links. Technology and software development has made it much easier for SEO and positioning websites using search engine optimization tools. All pages on your website should be available with a maximum of four clicks from any other page of your site. A good method to achieve that goal is to limit the categories on your website to three levels. Be Yourself. Write about what you know and make it a conversation with your readers. Keep it natural. People will find your content because they speak the same language and seek your advice. Search Engine Optimisation (SEO) is a great tool for attracting new visitors to your website. If you’re on page five of Google; there’s only a small chance customers will be visiting your website via the search engine. Ideally you want to be ranking on the first page, how do you do that? Simple, on page SEO.

Quality over quantity when it comes to rankings

For example, pay-per-click advertisements can perform well, if you know what you’re doing, but this requires a bit of money. Perhaps one of the more common and well know practices for a website to be ranked in Google and other Search Engines. What this means for you is you need to truly understand your industry and who is killing it. It is important that you select keywords that are neither too broad nor too specific so that you will not have a difficult time having it rank on Google.

If we want to stay ahead of the pack, we’ll have to increase our marketing budget

Although many businesses are attempting to connect with their potential customers through paid search (such as with Google AdWords), the opportunity to reach these customers through organic search—the results that are algorithmically generated rather than paid for—remains largely untapped. By using on page content, you’ll be spreading out your SEO across all your products and services, meaning you can be more specific in your title tags. You can tailor the title tag specific to your product/service, meaning that page will attract traffic related to the product/service offered A mobile strategy is not simply making minor changes to the desktop SEO strategy in hopes of making it compatible with mobile. Bear in mind that your keyword or phrase should be the most frequently used term in the body text of any given webpage. This is called keyword density. However you shouldn’t overuse this signal – if you stuff the copy with keywords then your text won’t be readable and Google will likely penalise you for not writing for human readers.

Quality over quantity when it comes to stickiness

Users will occasionally come to a page that doesn't exist on your site, either by following a broken link or typing in the wrong URL. Having a custom 404 page that kindly guides users back to a working page on your site can greatly improve a user's experience. Your 404 page should probably have a link back to your root page and could also provide links to popular or related content on your site. Needless to say, Google is going to make meta descriptions and meta titles short for mobile sites. So it is advisable that you should not write long Meta descriptions and titles. Else, they will be truncated by Google. Because they’re so often avoided by using them you can access potential customers you would otherwise never attract. So if you want to build an effective SEO strategy make sure you research long tail keywords carefully. Gaz Hall, an SEO Expert from the UK, said: "SEO takes time, resources, and money if you outsource. You need to go into this journey expecting to spend time working on SEO for the long-term."

Create a search marketing strategy based on quality

Optimise your website content for the best organic reach possible. A title tag tells both users and search engines what the topic of a particular page is. The title tag should be placed within the head tag of the HTML document. Ideally, you should create a unique title for each page on your site. Authority sites are websites that are known by the industry to offer ‘quality’ content – such as news pages, online encyclopaedias, popular blogs etc. The spiders recognise these sites as ‘safe’, so any link to them will be highly regarded. In the long-term, if your website continues to post quality content and is well-received – you may even become an authority site! Search engines are operated with complicated algorithms that decide where any page on the internet deserves to rank for a search phrase.