It’s important to have breadcrumbs on your website. They show users how a page fits into the structure of a site, and allow search engines to determine the site’s structure. If the list starts to look more like a novel, you might want to remove excess calls that may be slowing down your site. A spammer wants to scrape your content before Google crawls it, so your website is punished for duplications. However, it’s expensive – we’ll be discussing influencer marketing in detail later in this book.

Tactics around web crawlers

The search engine crawler analyzes the raw HTML form of a web page. If you want to see what this looks like, you can do so by using your browser to view the page source Some sites have the same URL for both desktop and mobile content, but change their format according to User-agent. In other words, both mobile users and desktop users access the same URL (i.e. no redirects), but the content/format changes slightly according to the User-agent. Compression can significantly reduce the size of the webpage to be loaded by your browser, reducing HTML or CSS files by up to 70%. Compression is usually done by the web server itself, so make sure it’s enabled in yours. Keyword research is a critical component of SEO. What search terms do people use when searching for products or services similar to yours? How do those terms match up with your site hierarchy?

The secret behind inbound links

To protect it’s product, Google suddenly released the Penguin update and several additional updates over the next two years. Any discrepancies might cause Google to NOT show your business' information on a search result page. Linking that does not fulfill the reader's needs should be left and you should only focus on providing the readers with relevant and related data. Search engines are now able to “read” website copy the same way humans do, and can recognize synonyms (like mouth, teeth, and smile).

Go long-tail and forget Google algorithms

Modern link-building focuses on high-quality, original content that provides value to users and incorporates an involved audience. How well written your content is and how much it brings value to the searcher is paramount to its success on Google's SERPs. A company may be able to identify thousands of keywords worth optimizing—but do they have a big enough SEO budget to handle that workload? We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "Create The Perfect Landing Page For Local SEO!"

Its all about inbound links

On powerful social media sites, the hyperlinks you include in your posts don’t get counted as a link that will help improve your backlink profile. Also, on a lot of websites, they’ll have what’s called a “no-follow” link. Remember: quality is always more important than quantity when it comes to links, content, and SEO in general. Plenty of spammy links can only harm your rankings, not make them higher. Several official blogs over the past few years have been focused on mobile search, and many digital marketing specialists knew about Mobilegeddon before it actually hit. Businesses are becoming increasingly savvy about paid search. It’s a measurable advertising mechanism by which you can track exactly how much you’re spending and what the return is. However, many businesses have not yet invested in organic search because they aren’t sure how it works or how to measure it.