When the damage is done, it can be very hard to get back onto Google’s good side. In fact, that's often impossible. Search engines scour the Internet to find keywords and clues to match search results, but if your website isn’t giving them the right clues, your SEO efforts will take a dive. Ultimately understanding your audience, competition and keyword options will play a major role in your website’s SEO potential. Keywords are a critical component of the SEO strategy; optimizing your site for specific ones gives you the power to control which searches you rank for (and therefore who your target audience is). If you make a website from scratch, you need to take a few SEO related things into account. It’s incredibly important to do this right from the start, as that will prevent a vast number of future headaches.

Backlinks that go deeper

You need to migrate your website from one host to another, or one platform to another, even to a fresh domain. Website migrations are one of the most complicated aspects of any SEO campaign. It is better to have your links spread out amongst a lot of domains with targeted, but diverse anchor text then it is to have a ton of backlinks from one domain. The more comprehensive and targeted your backlink profile​ is, the higher you will rank. If you think about it, having a Google Search Console, a Google My Business panel and a G+ account gives your site good representation across a variety of Google’s products, which can’t hurt your discoverability. People continually say that SEO is dead and that trying to rank in Google is futile. Then you get a sales pitch that points you to a social media product or some other type of paid traffic gimmick.

Link internal pages in your content

Google is looking for authoritative sites that are actual businesses that are getting legitimate visitors to their site. If you've improved the crawling and indexing of your site using Google Webmasters Tools or other services, you're probably curious about the traffic coming to your site. Web analytics programs like Google Analytics are a valuable source of insight for this. As companies adapt to a mobile-first world, they must create web experiences that are responsive and driven by rich experiences. However, without understanding or adhering to SEO best practices, content creators can inadvertently cause technical errors, duplicate content, or orphan pages. Contextual link building is the quickest way to boost your site’s search performance.

How are you supposed to audit your content?

Good SEO consultants are hard to locate and they are even harder to hire. This is because there aren’t a lot of high-quality SEO consultants available for hire. There are lots and lots of bad SEO consultants or young entrepreneurs who think they know SEO. The Featured Snippet section appearing inside the first page of Google is an incredibly important section to have your content placed within Optimization is important, but without metrics, you’ll never really know whether your efforts are paying off. But if you track and measure from the beginning, you can continually improve. Gaz Hall, from SEO Hull, had the following to say: "Check archive.org (Wayback Machine) or Screenshots.com to make sure the website has a clean history, particularly its most recent history. This has happened to me a couple times, so I look out for it now. If at any point it looks like the domain was home to a PBN site (private blog network), avoid it at all costs. It may have a pure spam penalty!"

Don’t forget to link from the top too

Get specific by taking a structured approach. It’s not enough to focus on the right keyword—you need to make sure that you’re communicating the ‘right’ information to Google in a structured way. Controlling most of the navigation from page to page on your site through text links makes it easier for search engines to crawl and understand your site. Many users also prefer this over other approaches, especially on some devices that might not handle Flash or JavaScript. Responsive design — or, in other words, a Web layout that provides a quality experience no matter the screen size — is among the factors Google uses to determine search results. You may even find your site penalized if you haven’t yet embraced responsive design. If you tried to optimize an article for a certain keyword, but it’s getting more traffic for a different variation of that keyword, then go back in and re-optimize it for the new keyword.