Keywords should never be used to try to trick or mislead human beings or Google spiders.. This means using keywords that do not exactly describe the contents of your page, repeating a keyword over and over in a way that in not natural (known as “keyword stuffing”) or using any other black hat SEO tactics (like keywords in a white font on a white background) are all off limits. Work with Google to provide your users with the most relevant, well-informed and entertaining answers to their questions. Prove that you are trustworthy by connecting as closely as possible to high authority sites. Site speed, from the front end to the back end, is an often overlooked area of web development that also has SEO implications. It’s no coincidence that the highest-volume keywords also tend to have the highest amount of competition, and of course, the higher the competition, the harder it’s going to be to rank for that keyword. It is not known how many users out there use the Google Toolbar, but the authors believe that they number in the millions. Google can track the entire web surfing behavior of these users.
Where are you seeing the fastest movement in the SERP’s?
When searching on mobile, there is a huge difference with desktop: Google knows exactly where you are and the results you get are customized according to your physical location. SEO versus SEO Services 

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Your content needs to come together in such a way that it shows a search engine that you are an authority on a given topic. More importantly, it has to quickly answer the questions your customers likely have about you and your products. Local directories are specific to both your location and niche. Being listed on them increases your chances of being discovered online. Know your audience – surveys and your analytics software can help you get a better picture of your typical visitor or client. Consider developing marketing personas, or characters that represent your ideal site visitors and customers. Then think about what kinds of content those personas would be looking for.
Don't “only” concentrate on Google
By following this advice, you will save a lot of hard work and time creating high quality content for poor quality sites. It’s totally understandable that Google takes user behavior into account in their assessment of which result to rank highest. Optimizing for local SEO means more than just making sure your location is clear. You can also use it to show opening hours, reviews and phone numbers (which smartphone users can click to instantly call). How do site changes effect SEO? SEO is a great way to put your hands up in the air and tell potential customers that your business exists and has a web presence among the thousands of competing pages and the competitor businesses behind them. A 301 redirect is a permanent redirect from one URL to another. Whether you’re switching domain names, restructuring your URLs (more on that in the next section), or consolidating content as part of your website redesign, setting up 301 redirects is crucial to ensuring any “SEO juice” from your old URLs gets transferred to your new URLs.
Audit Your Site To Improve It’s Performance
Gaz Hall, from SEO Hull, had the following to say: "The following are the two most important things you need to ensure: that (1) your page loads quickly (under 2 seconds) and (2) your page is as small as possible with the least number of requests." You already know that a considerable amount of Internet traffic these days comes from mobile operating systems. 

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Speaking from experience, I have often seen product manufacturers describe a product from their point of view. Spam links often go both ways. A website that links to spam is likely spam itself, and in turn often has many spam sites linking back to it. As an owner or stakeholder in a website, you must take the time to discover content, evaluate that content, and implement a link to it on a webpage.
Readability
We all know that search engines have been trying for years to decrease their reliance on links as a ranking factor. But they haven’t got there yet and I don’t necessarily see that happening in the next year or so. 

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Google will penalize spammy sites, and unfortunately this causes some bad behavior from bad actors. Say, for example, you wanted to take out a competitor. You could send a bunch of obviously spammy links to their site and get them penalized. This is called “negative SEO,” and is something that happens often in highly contested keywords. Google generally tries to pretend like it doesn’t happen. In other words, for Google’s website crawlers to identify your content and consequently have it displayed on Search Engine Results Pages (SERPs), you have to earn it. In this post, it’s all about indexing backlinks, sometimes referred to inbound leads, incoming links or hyperlinks. Building a strong site architecture and providing clear navigation will help search engines index your site quickly and easily. This will also, more importantly, provide visitors with a good experience of using your site and encourage repeat visits. It’s worth considering that Google is also increasingly paying attention to user experience, including mobile optimisation and site speed. Mobile SEO should always be a work in progress because there are always new things to improve. Also, technologies arrive or get discarded.
Establish intuitive information architecture
When creating new content ask yourself: what the goal of that content is? What information do you need to include? Who is your target audience? What language do they use? What questions your visitors looking to answer? By taking a moment to think about real humans and your target audience you’ll be able to create content that will not only rank well in the search engines but lead to better engagement with your website visitors. Know where and how to use keywords in your content for maximum searchability. By regularly auditing your – or your client’s – sites, you can get a good feel for what you still need to do to improve SEO. It’s all about website analytics — a powerful tool that gives you a full-picture analysis of how your website is doing online, and insight into areas that can use improvement. Services like Google Analytics give you a full-picture view of your site’s success with detailed statistics about a website’s traffic, visitors, conversions and sales. It’s not just the content, but also its structure, that helps search engines decide on the results they’ll display first. Thus, a clear structure with headings and paragraphs that facilitate reading are preferred both from a user perspective and also from a search perspective.