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. People don’t read on the web; they scan. To make scanning easier, use plenty of clear and informative sub-headers to guide readers down a page. From an SEO perspective, think about the terms your are trying to rank for. There are many sites out there which promise you quick ways to get to the top of Google. Many of them are exploiting current loopholes in Google’s algorithm. Yes they may get you to the top of Google for now, but once Google spots those loopholes they will close them, and often punish the sites who took advantage. So you could soon find yourself plummeting back down again.

Advantages of organic links and how you can take advantage of this

SEO can be difficult to understand and due to its ever changing nature, it can feel like a chore to keep up. SEO specialists believe strongly in the value of backlinks, hyperlinks on third party sites that point back to your site. There is no doubt that Google values legitimate backlinks highly in calculating a website’s position. I think it's good to have lots of content on the website given the 'long tail' nature of searchers' keyword queries. The SEO world can feel a little like the Wild West, while most agencies offer a good and fair service there are some that don’t.

All you wanted to know about link exchanges but were afraid to ask

Google is pushing towards more and more personalized search results, so in order for you to perform well, you’ll have to ensure that you provide a better user experience that keeps people on your site. Meta descriptions are technically HTML attributes that offer concise explanations of what a webpage is about. They can be used on search engine result pages to show a preview for a webpage. They are far less of a direct ranking signal as they once were (almost not at all these days) BUT they remain important because – when Google chose to use the suggested meta description – they are the effective ‘sales pitch’ to users to click on your webpage. Duplicate content isn’t necessarily a bad or wrong thing, apart from in the above example where it’s just straight up theft. It’s OK to do promotion to tell people about your content, but if you can only get links by offering money to people or other big incentives, then you’re likely doing it wrong. One of the best ways to get links is to publish original research. That’s not that hard to do. Find out a question that people have in your industry and then do something to answer that question with data.

Random musings on SEO

Focusing on publishing compelling, quality, keyword-rich content will reap several SEO benefits, including growing traffic and increasing your chances of ranking higher in search listings.Paid searches can be collaborated with SEO tactics by optimizing landing pages, keywords and mutual content strategies. In short, it’s a special Google mechanism (robot, crawler) that moves over the Internet and collects information about your website. Before the Google Penguin and Google Panda were let loose, SEO’s could manipulate a webpage’s rank more easily by adding lots of keywords to show Google that the page was relevant. This practice is what we now call keyword stuffing and is not just frowned upon by reputable SEO agencies, but is not tolerated by Google. Gaz Hall, from SEO Hull, had the following to say: "Opening paragraphs shouldn’t be longer than one or two sentences. Make sure the thing you’re writing about is mentioned in the first sentence (i.e. your focus keyword or phrase). I like to bold the first paragraph to make it distinct."

A focus on link exchanges to benefit search engine placement

No proposition development is complete without an honest assessment of what your competitors are up to. The nature of having competitors mean that they will always be looking to beat you, gain ground if they are falling behind, or pull further ahead where possible. To do this, you have to accept that there is always opportunities, whether you are thinking outside of the box, improving content that has been created by a competitor or your own resource. Google has a free tool that allows you to test the mobile-friendliness of your website. As hinted at earlier, companies need to create a responsive website instead of creating desktop websites and expecting them to work on mobile. It's important to quickly address reputation management because as part of the evaluation process Google will analyze what other people say about your website.