Links are still a critical element to Google’s algorithm and their value needs to be protected. SEO and SEM tactics are not disappearing any time soon, so why not use them to your advantage? There are a lot of people using search engines to look for what you have to offer, and in the area you are offering them in. With so many people using smartphones and tablet for their Internet search, it is imperative that you have a plan ready to compete for their business. For those seeking to sway public (or private) opinion about a particular topic, SEO can be a powerful tool. By promoting ideas and content within the search results for queries likely to be made by those seeking information about a topic, you can influence the perception of even very large groups.

It’s time to revolutionize our approach to anchor text diversification

There’s no need to obsess over SEO throughout the whole content creation process, but getting into the SEO mindset can offer useful insights into how to make your content more effective from now on. Link bait is an underutilized strategy that can get your website a boatload of white hat links in a flash. All you need to do is write content that’s compelling, controversial or especially helpful (or a combination of all 3!). This way, when someone stumbles across your content they’ll be compelled to link to it from their site. When creating an asset, it’s important to understand which part of the user journey you’re trying to target. Are you trying to inform and drive familiarity of your business, drive a single purchase, build loyalty, or simply become part of the consideration set? Funnel value can play an important role in not only defining the topic, but also defining the type of asset that would work best to accomplish your goal. A site that hasn’t done its keyword research is like a car driving in the dark down between two points. Keyword research is a constant and has been and still is a cornerstone of SEO. Do it before you do anything else!

Determining Relevance: Trust Your Gut

As search engine algorithms adjust to accommodate the change in content, likely towards video, it will be important for marketers to optimize their content accordingly in order to best increase overall organic traffic. The meta description is not a ranking factor, but it does play an important part in optimizing your Click Through Rate (CTR). Having quality inbound links is thus, a crucial SEO technique that only increases the authority and credibility of your website. Google’s Penguin 4.0 is now included in the core algorithm and is updated in real-time as of September 2016. Before this rollout, website owners waited years to recover rankings lost because of questionable SEO practices related to manipulating links.

Longtail terms

RankBrain and other machine learning systems examine user behavior to deliver the “best” search results possible. Unfortunately, what’s deemed best for one query might not be the best for another, which makes machine learning very difficult to optimize for. Onpage optimization (AKA on-page SEO) refers to all measures that can be taken directly within the website in order to improve its position in the search rankings. All your citations (an online reference to your business including your NAP) need to be consistent, so as you start building them (see below), make sure that firstly, your NAP is correct, and the same (so Google & Bing can see the connection). According to Gaz Hall, a UK SEO Consultant : "Authority relates to the link profile of any site. But not just the number of links. That bears little importance."

It’s time to revolutionize our approach to long term SEO

There are increasing opportunities to use schema markups, depending on your niche. There are numerous schema opportunities for news, recipes, and even fitness video. As time goes on, there will increasingly be more and more opportunities to use schema to enhance your website, tell Google more about your website and make how your website shows up in search results better. Would you like to make it easier for search engines to understand what keyword(s) your blog should rank for? When writing a new post, always link to previous relevant articles you have written. That will help your users spend more time on your website by visiting other useful articles. Inbound links pointing from other websites to your website are critical to establish the credibility of your business in Google’s eyes.