If you decide to do SEO on your own rather than bring on a small-business SEO service, the first thing to do is to select the keywords you want to rank for. Between 2011 & 2015 Google released random, major updates to its organic search algorithm. But the search engine giant has attained a solid foundation, the importance and number of updates has decreased. Broken links affect site experience, and, say it out loud, Google penalizes bad experience. Get a site report from a provider of your choice. A key part of our role is to assist you and your web developer to ensure that as many pages of your website are correctly indexed and that there are no technical impediments to your online success.