Keyword research is an entire sub-discipline within SEO and it’s easy to go down a rabbit hole. 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. Knowing where to find good keywords and the proper way to work them into a website’s copy is important, but it’s only a small part of Search Engine Optimization process. Your content can target any audience, but if it doesn’t sufficiently deliver the information that audience is seeking, you’re out of luck.

Consumers trust authority

With a good education, you can learn how to weave SEO best practices into your website. You can perform DIY SEO if you have the right education and you get yourself on the right path. Check the readability score of your content with the Flesch reading ease test, and aim to get above 60% 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… Duplicate content can appear on a website for different reasons. Sometimes the same content is accessible and indexed under different URLs. This makes it difficult for search engines to determine the best search result among the different URLs. The result is “cannibalization” in the rankings. The website cannot appear in top rankings since Google is unable to choose the best version.

The first indication should be analytics

Think long term rather than short term. Short term will get you nowhere with SEO. Visibility in search engines creates an implied endorsement effect, where searchers associate quality, relevance, and trustworthiness with sites that rank highly for their queries Users don’t like to wait, and we are becoming more and more accustomed to the fast load times, which means your site will be left in the dust when a user must wait. If content fails to align properly with keywords, as is often the case Google will ignore your content or give it low priority and searchers will click your link in Google organic results, but they will see the content is off the mark... and leave.

Target the community with content to earn local links

With the proliferation of smartphones, tablets and e-readers, more people prefer using their mobile devices for searching the web and consuming content. Brands need to keep their websites up to speed. Search Engine Optimization requires the inclusion of popular (highly searched) or profitable (highly searched just before buying) words into headlines, copy, and other page elements. Term weighting refers to the importance of a particular search term to the query. The idea is to weight particular terms more heavily than others to produce superior search results. According to SEO Consultant, Gaz Hall: "One task the search engines face is judging the value of content. Although evaluating how the community responds to a piece of content using link analysis is part of the process, the search engines can also draw some conclusions based on what they see on the page."

Building Relationships With Authoritative Local Sources

User experience is important to search engines and one way they determine this is based on how easy it is to get around the site or the navigation. Use 3-4 internal links on each page, but make sure they are incorporated naturally within the body of the text. Don’t put lots of links in the footer or at the end of your content. Google will penalize you for this. Your website URL should generally be related to/contain your keywords. The domain name keywords are a very important ranking signal for Google, so take advantage of it if you can. *Note that this ranking factor has been made less powerful over the past couple of years, specifically for EMDs (exact match domains where only exact keywords are in the domain name). Long-tail keyword phrases are among the building blocks of an SEO strategy. They are used to optimize copywriting, metadata and link-building strategies. Local SEO is all about promoting your site at the exact moment potential customers are looking for your type of product, and in your area. It’s about appearing in the main search results or within the map listings when your audience uses a local search term, such as plumber in Manchester, or when a search engine can tell their location.