Search engines favor sites that follow SEO best practices and deliver consistent quality. In practice, an SEO consultant generally looks after other areas of digital marketing. Take it from me, the best way to succeed in search engine optimization is to build it into your business development strategy from the very outset. It’s hard to imagine that just 10 years ago, SEO was a discipline governed by blackhat marketers whose sole objective was to increase rankings and drive traffic. Long story short—it wasn’t pretty, and Google didn’t like it.

A few words on mobile search

The goal of every SEO enthusiast is to get as many desired keywords of their website to page one. Mobile SEO is a challenge for digital marketers. The screen being small and of low resolution hinders searches from scrolling down to the bottom of a page, let alone be going to the next page. If you want to start driving high-quality traffic to your website and find keywords with realistic search volumes, you need to seek out keywords with more search phrases, or “long-tail” keywords, over short ones. Even if your website does rely heavily on mobile traffic, and you have seen your high search ranking diminish, this is no time to lose hope!

Unexpected ways inbound links can impact your marketing efforts

Based on the types of backlinks you get, the ranks and traffic would vary. You can know the type of backlinks from webmaster tools. Canonicalizing URLs is a very important aspect of Search Engine Optimization but also of Social Media Marketing. SEO works by modifying elements on a website like the meta title and meta description of a page to ‘optimize’ it to get the most possible traffic. ‘Keyword targeting’ can determine which words you should be aiming for, and getting links from other high authority sites and creating relevant content on your web page and via articles on your site can shift your website up in search rankings over time. Another one of the best SEO tactics creates even more links to your site to improve your SEO. Local SEO practices and building profiles on business directories can build online authority for your brand and make a bigger digital footprint for your website.

Increase Organic Traffic by the manipulation of long tail search

If you’re choosing a SEO agency, look at the content that they have created for their clients, look at client testimonials and ask about the techniques they utilise in order to obtain the ranking. Make sure content is not buried inside rich media (Adobe Flash Player, JavaScript, Ajax) and verify that rich media doesn't hide links from crawlers. In social search, content that has a social connection to you in some way is prioritized. A social connection could mean someone you are linked to via Facebook, Twitter, or any other major social network. According to SEO Consultant, Gaz Hall: "To make this strategy even more effective, you can find related keywords and assign two to three related keywords or LSI keywords (latent semantic indexing keywords) to each post to send even more ranking signals to search engines."

Provide value information rooted in your initial strategy and use SERPs as part of this

You want to give the user the exact information that they searched for and entice them to explore your site with easy-to-understand navigation to create a seamless, satisfying experience for a new customer. Importantly, Google is now looking for ways to improve its understanding of non-written words such as through videos and audios, and of course, images. As we spend more time on our mobile devices, it is becoming more integral that websites cater to the mobile-user. This is becoming known as mobile first. In fact, mobile friendliness has now been confirmed by Google as a ranking factor for searches, making it a vital component for your SEO strategy. You want your business to show up on Google when people search for something, but what? The first step to SEO success is to decide which search terms (keywords) are the best fit for what you do and if anybody out there is using them now. The goal of SEO is not just getting visitors to your site, but getting the right type of visitors to your site.