Customers today are on mobile for a large part of their digital experience. More searches today take place on mobile. Compared to desktop, mobile devices now account for 65 percent of all digital time spent. All content produced should serve the needs of customers on these devices through responsive web design, fast mobile load times, page navigation and layouts that reflect the needs of mobile users. The sites that Google will rank highest for a particular search term are the ones that appear the most relevant and that have the best content and best design. At the same time though, they will also be the ones that have the most trust. This means that Google considers them an authoritative resource and expects the information on their site to be accurate and well-written. Once the Search Engines crawls the web and comes across the new pages, it then indexes or stores the information in its giant database categorically, to be retrieved later when any search query related to it comes up. These giant database storage facilities is capable of processing large amount of information really quickly. Web users are busy and they expect to find the answers to their wants, needs and questions immediately. If your site is confusing and hard to navigate, people will leave and never come back.

What is your website content about?

If a URL is too long then it misses out on the benefit of having any keywords within it bolded, which will likely draw more attention to the user. With for instance the rise of voice search, longer keyphrases become more and more common. Using a long keyphrase five times in your 300-word-article will look so unnatural, that it’s not a good practice at all, where using a certain keyword five times might fit there. If your current website isn’t using HTTPS then you should start scoping out a migration. Over the years I've seen webmasters and SEOs being concerned over boilerplate content, such as repetitive legal disclaimers or navigation on the header or footer of your pages. But Google time and time again has said they can handle it and they don't penalize for this type of content.

Review your content creation plans and make adjustments

Just by increasing your search ranking and where your website places on Google doesn’t mean you’re going to get all of a sudden get that flood of traffic that you want. The search engines will act rapidly to penalize sites that contain viruses or trojans. Like titles, search engines typically give headings a higher priority. Clear headings that describe the content that follows make it easier for search engines to detect the major themes of your site. Start as you mean to go on: titles are the best places to get started with SEO. Regardless of what the search engines think, a snappy, relevant title will help attract readers on any platform.

Target Low Hanging Fruits

Think of SEO as one small part of a much more cohesive marketing strategy. You shouldn’t only target 1 keyword, even if you have a very small budget or think that 1 keyword covers everything that you do or sell. This is a mistake because unless it’s a highly searched for keyword, and if it is then the competition to rank well for it will be fierce and getting your site in the top positions for it very difficult, then ranking for that 1 keyword won’t attract enough visitors to your site. Most people browsing the internet will visit and leave pages in quick bursts. Many of them don’t convert while on your website. Some of them may visit while your product is out of stock. Others may just be in the “curious” stage and not ready to make a purchase yet. According to SEO Consultant, Gaz Hall: "With all the signals in the Google algorithm – and there are hundreds of them – why would links still be so valuable as a signal?"

Do an audit of your existing site

After the emergence of major updates, like Panda and Penguin, search optimizers have thrown around the term “penalty” to scare SEO novices into thinking that one simple mistake could instantly tank their site’s rankings. 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. So most people don’t have the time to get up to speed on all of the shifting trends, the technical aspects, and make sure their website is running perfectly for SEO like a finely tuned machine. Artificial intelligence will become more ubiquitous, so SEO specialists must grasp firsthand knowledge on machine learning and automation.