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Google's primary goal is, just like for any other company, to earn money. And Google cannot earn anything unless they provide good user experience. And good user experience, in turn, comes with good and relevant search results. If they fail to show relevant results, users might switch to some other search engine. With all the signals in the Google algorithm – and there are hundreds of them – why would links still be so valuable as a signal? It’s not enough these days to create a website then sit back and wait for your customers to find it. As 80% of UK customers use Google to search on the internet, it’s vital that your site is optimised to meet Google’s search engine criteria. This is known as Search Engine Optimisation or SEO. Another tip for making long form content appealing is giving people something to read that surprises them. Whether you choose to share a shocking statistic or a little-known fact, information that grabs people’s attention will make people more likely to read the rest of your content. The key to implementing this strategy is to find something interesting that people aren’t aware of and then center your piece around that idea or information.

Basic off-page SEO factors to look for when gaging your competition

Googlebot uses sitemaps and databases of links discovered during previous crawls to determine where to go next. Whenever the crawler finds new links on a site, it adds them to the list of pages to visit next. If Googlebot finds changes in the links or broken links, it will make a note of that so the index can be updated. A business communicates to the potential customers through the content on their website. Your content should be top-notch to attract the right clients to your company. If you want to get good rankings on Google, you must make sure that Googlebot can correctly index your web pages. If web crawlers can easily crawl your web pages, you will get better results. If you execute your keyword research properly, you’ll end up with a long list of search terms you want to be found for. Make sure to search for those terms in Google yourself. What results are there already? Who will be your online competitors for these search terms? What can you do to stand out from these results?

Content is for humans

Google’s Webmaster Tools remains one of the most popular SEO analysis tools out there because it’s free, newbie-friendly, and it’s from the most popular search engine provider, giving analyses performed with these tools significant credibility with most. All other metrics being equal, would you rather have a high-authority link with lower relevance or a highly relevant link with low authority? If you link to other websites, you not only help to promote their content, but also you let others know that you exist. Simple as that. And if you provide quality content, people whose work you’ve shared will be more willing to promote your website as well. You should also focus on building internal links, as it can increase traffic on different pages of your website, which can send positive signals to Google.

Citation consistency acts as a trust factor for Google

Those new to SEO think that this kind of online marketing strategy is a long, complicated process that includes many parts. While there are a lot of factors to consider when optimizing your website, they don’t need to be all done at the same time. Though some desktop SEO tactics are the same for mobile SEO, Mobile SEO and desktop SEO are two different, separate entities. The URL parameter tools supply Google bots with information on how to handle URL with specific parameters. If you are using Bing, it comes with a tool that can help all unwanted parameters. According to SEO Consultant, Gaz Hall: "Your personal opinion can be interesting and valuable, especially if you have been in a specific field for a long time. But, if you want to become an authority and earn a lot of backlinks, you will have to show facts and stats."

Include these 1–2 keywords in specific parts of your post

A general misunderstanding about SEO is that you have to stuff your website with keywords to gain more traffic. This won’t work out for your website so well in the long term so it’s better to focus on creating interesting content that your followers would actually like to read. Imagine visiting an online shop, and receiving a notification from your browser that this site is not secure. You’re probably not so eager to buy something there and provide this website with private or sensitive information. Google also takes extra focus on the anchor texts. Just like the page content, the backlink anchors help to tell Google what the pages are all about. Sometimes you might find broken links to your website. This may be the case if the location of your page changes or if another webmaster misspelled your link. In both cases, these backlinks will return a 404 error.