There has been much talking about links being a ranking factor. Many SEOs have only focused on content and On-Page SEO and neglected links saying: "We already know everything about links". But do they know everything about links? The page title is one of the most important things that Google and other search engines evaluate to determine what is on a web page. Put your keyword or phrase in the title, and keep it short. On a basic level, a website with good user experience has easy navigation, interesting, useful and valuable content, an aesthetically pleasing design and has quick and easy access to other pages and content on the site. You want your company’s name to be one of the first results that they see.

What exactly are Search Engines?

To optimize your keyword research for local SEO, brainstorm keywords or phrases with a geo-modifier that customers might use when searching for a business like yours. How do your competitors rank? Pick out a keyword for which you want to optimize your site. Check out the top 20 search results: Are your competitors somewhere in there? What is your ranking for this keyword? This information should help you to find a good niche for you and your keywords, where your competitors are not operating. It may also be that you find keywords for which it is worth joining the competition. The days of self-serving, scammy, and spammy SEO are long-gone. And that’s a good thing. The ‘secret’ to success with SEO is no secret at all. Just focus on serving your audience’s needs and answering their questions in a thorough and empathetic way. Real SEO is all about helping Google understand the content of your website. It’s about steering, guiding and assisting Google. Not manipulating it.

Set up 301 redirects

Artificial intelligence can greatly help improve your SEO strategy by taking the huge amounts of data from your website and provide more in-depth insights into your pages’ analytics. This, in turn, can be used to design a better user experience. There are two types of backlinks, and they are internal backlinks and external backlinks. Once you have exceptional content, you need to find ways to get that content out there and seen. That’s where social media comes in. Social media sites like Facebook, Twitter, Instagram, Google+ and LinkedIn continually prove to play a major role in doing business online. And with social signals—like follows, shares, likes, Google+’s and retweets — influencing search engine results, your business’s social media presence is something to take seriously. Make sure your visitors know where to find what they need, and of course, make it simple for them to get back where they started.

Work out an engagement strategy that is win-win for everyone

Take a moment to consider some of the most popular websites you already have links going to on your own website. Is it possible for you to post content on any of these? You could be building Back Links leading from those popular websites that hundreds of thousands or even millions of other people regularly use. Webmasters used to do everything traditionally from on-page optimization to off-page optimization such as emailing fellow webmasters to exchange links. Technology and software development has made it much easier for SEO and positioning websites using search engine optimization tools. Google offers another tool called Google Website Optimizer that allows you to run experiments to find what on-page changes will produce the best conversion rates with visitors. We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "An increase in the number of external sites linking to a piece of content can be seen as an indicator of relevance and freshness"

Keep it natural

Rankings matter. But they’re not the metric you should be focusing on. At a bare minimum, include social sharing buttons on your content. Test the results of changes, and keep changes tracked in an Excel spreadsheet, or whatever you're comfortable with. SEO doesn’t have to be especially difficult, but it does need to be well-planned and given plenty of attention if you want to achieve stable website rankings.