In 2013, Google announced an update to its algorithm that became popularly known as Hummingbird. Most SEO consultants have said goodbye to spammy, shady optimization techniques because Google actively penalized you for it since 2011. You wouldn’t build a house without foundations, and that is exactly what Technical SEO is to your website. There are numerous different tactics that you can use, however these can be split into two categories: the ethical ‘white hat’ SEO strategies and the unethical ‘black hat’ SEO techniques.

No Multiple Pages with the Same Keyword

Search drives the web -- roughly two-thirds of website visitors originate from organic search. RankBrain and other machine learning systems examine user behavior to deliver the “best” search results possible. Unfortunately, what’s deemed best for one query might not be the best for another, which makes machine learning very difficult to optimize for. Search engine optimization is a tool to improve a web site’s visibility in search engine results. An optimized web site will help to keep your product or service in the first page or two of search engine results. After all, a web site doesn’t do much good if no one can find it. Controlling most of the navigation from page to page on your site through text links makes it easier for search engines to crawl and understand your site. Many users also prefer this over other approaches, especially on some devices that might not handle Flash or JavaScript.

Answer the questions of your potential customers with regards to text links

For many businesses the goal is to get their business to position number 1 on Google, but did you know that there’s a new top spot on Google called position zero. You’ve probably noticed these results but maybe not understood them properly. Position zero is all about using featured snippets to give an informative answer to a user’s query. It’s not uncommon for the results that are further down the first page listings to be featured in position zero. The rise in smartphones means that more and more consumers are using applications such as Siri and Cortana, which respond to questions. You may usually think about linking in terms of pointing to outside websites, but paying more attention to the anchor text used for internal links can help users and Google navigate your site better. On-page SEO best practices allow us to communicate with search engines in a language that they can understand. Fortunately, search engines and researchers have compiled checklists based on common markup and important ranking factors.

Don't bury information in your navigation

Natural, relevant links to your site from reputable websites is what takes you to the top of Google. There are many ways to go about getting your site linked. We will focus on its important and necessity in digital marketing in this article. In fact, Twitter.com rejected hashtags at first. According to SEO Consultant, Gaz Hall: "Keyword stuffing is considered a prohibited SEO technique from Google’s perspective."

Follow a consistent cadence towards URLs

There is reliable empirical evidence that Google and other search engines make increasing use of semantics in assessing the quality of a page for ranking purposes. Hreflang for example. Link Building is an indisputable part of the Search Engine Optimization process. Connecting a website to the rest of the Internet without links isn’t impossible, considering the fact there are many different content creation companies willing to do the work for you. However, the costs for this kind of work can ramp up quickly, making Link Building through a third party too costly for most new websites. To get explosive traffic gains, you need to promote your website by acquiring links and mentions on relevant industry websites.