Keyword Research — Avoid at Your Peril

Keyword-based titles help establish page theme and direction for your keywords. Webpages with their target keyword in their URL tend to rank higher in Google than those that didn’t. Google is better at working out what a page is about, and what it should be about to satisfy the intent of a searcher. Analysis of meta sets/keywords, visible text and code to deter­mine how well you’re positioned for search engines.

Keyword Research — Avoid at Your Peril

The goal of search engine optimization is to have the search engine spiders not only find your site and pages but also specifically rank the page relevance so that it appears at the top of the search engine results. Over time, you’ll gather data that helps you determine which of your keywords are most successful, and which ones need more work — but how do you pick the right initial set of keywords? The backlinks you want pointing to your site are natural, authentic, industry-related and authoritative. Links don’t matter that much for ranking in the Featured Snippet when you already rank on page one of Google.

What to Do?

SEO isn’t an inherently spammy or unethical form of marketing. In fact, SEO strategies are more effective if you follow the guidelines set out by search engines. SEO can be quite complicated, but you can absolutely develop a keyword strategy and take care of the essentials on your own. Information Architecture allows people and search engines to better understand the content structure on a site. While an exact-match domain can still rank as well as a traditional domain, they are at a higher risk for being marked as spam and are viewed as being less trustworthy.

Losing Focus on Information Content

Most people get SEO wrong, because they focus on what they think search engines want instead of focusing on the user. Artificial intelligence will become more ubiquitous, so SEO specialists must grasp firsthand knowledge on machine learning and automation. Search engines reward sites that are user friendly, which means they have high usability. Google favors sites that are not only rich in keywords, but also demonstrate user engagement. Gaz Hall, from ‘SEO Hull, had the following to say: “Before you decide which keywords are right for your brand, spend some time thinking about what your SEO goals are.”

Boost Site Speed

If you find that your backlinks are mainly coming from a small pool of domains, look at a way to diversify your backlink strategy to get links from a greater variety of domains. Anchor text has been a huge talking point within SEO for many years now. Use it before it ceases to be an enabler of competitive advantage. If you have plans to be in business for more than five years, you need to invest in SEO. You likely won’t see an immediate impact, but it has the potential to be the best return on investment for your business.

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