Cloaking is when you present different content or URLs to your visitors than you do to the search engines. Along those lines, a “sneaky” redirect is when site owners “embed a link in JavaScript that redirects the user to a different page with the intent to show the user a different page than the search engine sees… Google and other search engines also use the text of the URL of the page to determine the content of the web page. You should use your keyword or phrase in the URL of the web page - either the folder/directory structure or the HTML file/page name itself. Is your website available in different languages or country versions? Awesome! Don’t forget to notify search engines of this. The search engines will then display the content of your website in the respective country and language versions for users. This improves usability since users are immediately redirected to the desired version in the SERPs. Google values relevancy to the user's search more than it values pure LINK Authority. When the content answers the question of the search better than the other results (according to Google), it will rank higher if it has a decent link profile for that search result.

Get Social

There are many other items which can affect a website’s search ranking, including all of the following: keyword research and implementation, back links, link building, content, directory submission, competitor analysis, optimization both on and off of the website in question, and still more variables. As it may seem obvious by now, there is more to writing SEO-friendly content than ensuring you get a healthy ratio of keywords in. A shallow, highly crawlable link structure is critical to getting all of your content indexed—follow good information architecture practices. SEO helps businesses by allowing them to attract more customers to their website and if it's done right – attract them in a way that they also become customers. This is why I pair SEO with 'Conversion Rate Optimization' so that any site I'm doing SEO on also gets improvements in design and development that are intended to make it easy for people to become customers of your business.

Why Doesn’t SEO Always Work?

CPA can vary greatly depending on your investment in local SEO, but is relatively low considering the low cost of local SEO. ROI can also be very high, since local SEO targets only consumers who need your services, which means you won’t waste money exposing your business to disinterested consumers. There are many online directories that provide no real value to the Internet users and Google has excluded them from its search results. You don’t want your website to be listed on such pages. In many cases, the higher you are on page one the more traffic you will receive. The farther down your content is positioned on the page of results, the fewer people will click on your content listing and visit your website. How recently your webpage was published is also a ranking signal – but different types of searches have different freshness needs, such as searches for recent events, hot topics, and regularly recurring events.2

Work on punchy titles that will draw readers in and encourage more people to click on the link

Modern SEO is about so much more than keywords and meta tags. The prospect of Google penalties strikes fear into the hearts of most webmasters -- or at least the ones who don’t fully understand them. Long tail keywords are essentially longer more specific keywords that tie in directly to your content. For example, if you are selling woman’s shoes on your eCommerce website. The main keywords would likely be: “ladies shoes”, “woman’s shoes”, “girls shoes” and other similar words. According to SEO Consultant, Gaz Hall: "The SERPs will most likely choose to display your meta-description, so it needs to be captivating to encourage people to click through and read your blog. You only have 156 characters to play with, so every word has to count!"

SEO isn't ALL about anything - it's about lots of things all added together

In theory, it is important for domain popularity that as many backlinks as possible link to a website. However, in the past, backlink quantity caused webmasters to manipulate link building. So these days, link volume is no longer weighted as heavily as it was when the commercial Internet age first began. Google now categorizes links that are bought from other sites, links from online catalogs and mass-created links from blogs as spam. Domain Authority is a score (on a 100-point scale) developed by Moz that predicts how well a website will rank on search engines. We like to use Domain Authority when comparing one site to another or tracking the “strength” of your website over time. Having a strong SEO campaign on your website is fundamental in making your business a success online. Despite this, many businesses are struggling to create SEO friendly websites. Dramatic growth in the interaction between offline and online marketing necessitates investment by organizations of all kinds in a successful search strategy.