Ranking factors play a huge role in SEO and the overall digital marketing strategy of a website. While it's true that keyword-stuffing will be harshly penalised by Google, intelligent use of on-page tags that help potential customers to find your site remains vital; the margin between the best SEO company and the also-rans frequently lies here. Make sure the site's meta descriptions and titles include both primary and secondary keywords and are unique for each page. All images' alt text need to be keyword optimised and descriptive, without forgetting to optimise video content as well with relevant meta data. Link building is also spreading brand awareness and capturing referral traffic. When optimizing for conversion, it is critical to gain some perspective into the psychographics of your target audience, and also understand the most common segments of search intent.

Number of backlinks to the page

There are domains which are better to receive links from than others. These are domains that are “trusted” sources and have higher domain authority. Link outreach is a bit “old school” but can still be quite powerful. The best way to get backlinks from other blogs and from social media sites is to write posts that are engaging and worth sharing. The ultimate goal of any marketer is to create a diverse range of high quality backlinks from various credible sources. But not all marketers tend to achieve this pinnacle. It takes time and patience and a lot of strategizing and in the end it is never that straight forward and many marketers in the process tend to compromise on the quality of such links and end up deterring their own websites with toxic links.

You have an opportunity to write something and rank highly in the SERPS

Your website should be designed with your visitor in mind. Nobody wants to wait a long time for a page to load, and slow site speeds will tempt visitors to visit a competitor’s page. So let’s say you’ve nailed down the art of quality content that solves a problem. That’s still not enough to make it to page one. You’ve got to use social to prove your content is worth a spot in Google’s sacred land. The more engagement your content gets, the more your content is performing well, which means people are likely sharing it across social — keeping you relevant and on topic. Hello, front page! Search engines use links to discover when new webpages have been created and to help determine how well a page should rank in their results. Don't fill your page with lists of keywords, attempt to "cloak" pages, or put up "crawler only" pages. If your site contains pages, links, or text that you don't intend visitors to see, Google considers those links and pages deceptive and may ignore your site.

Social shares play a huge role in content trustfulness

DA/PA and CT/TF are all third party metrics meant to somehow replace the void left by the famous Google PR (Page Rank). Obviously none of them could replicate PR real values of nowadays (as those values are being kept secret for quite a while now). Despite all the changes, the fundamentals of search engines remain the same. Long Tail SEO is a really useful technique to generate organic search traffic for your website. Gaz Hall, an SEO Expert from the UK, said: "If the competition in your niche is high, you’ll have a hard time ranking on competitive head terms. If you have little competition, you’ll even be able to rank for head terms. It sounds so very easy!"

Make sure your website is indexed in Google

You won’t know how well or poorly your mobile strategy is going if the numbers are mixed in with the results and analytics of the desktop strategy. The shift to mobile devices has caused Google to change the methodology behind how it indexes and ranks websites. As SEOs we always want to understand the impact of site changes. Yet analyzing the data is challenging, especially in an enterprise environment with frequent site pushes and page updates. One of the biggest challenges is tracking when the change happened, what exactly was the change and what other changes might have occurred which would impact the analysis. Similar to your title tags, meta descriptions are a simple, but highly effective way to improve your SEO. Meta descriptions are used to generate the small paragraph of text that appears below a page’s title in the search results.