On-site optimization is all about publishing awesome stuff in the first place. Every website page, including your blog, should have at least one call-to-action above the page’s fold -- in other words, don’t make your website visitor scroll down to see the call to action. Calls to action can help SEO by creating an internal link on your website to a specific landing page. Most calls to action are images; therefore you can optimise the image filename and alt text for the primary keyword you’re targeting on the page. Search engines have only recently started providing better tools to help webmasters improve their search results. This is a big step forward in SEO and the webmaster/search engine relationship. Getting people to your website is great, keeping them there is better, but converting them to subscribers or buyers is the ultimate! The Internet highways are becoming more crowded by the day, and subscribers will help maintain a steady flow of traffic and help keep your brand top of mind. Be sure to set up conversions using Google Analytics, so you know your conversion rate and can improve it by tweaking things on your site.

Universal Search/Blended Search

One thing’s for sure though, Google is getting smarter. It’s now much harder to take shortcuts or to pull the wool over its eyes and cheat your way to the top – you have to earn your place. You have to keep in mind that in order to have people purchase or sign up with your products and services, you have to convince them first. You would know if a person is almost convinced if he is constantly revisiting your site from time to time. To have a person revisit your site, you need to give him reasons to; and, one of which is by providing the site with new and updated content. Backlinks are a vote of confidence that someone outside of your own web property trusts your content and believes it has value. Google weighs up each of these links and assigns the linked-to webpage its own value. How the pages on your site are organized and structured affects your search engine rankings. It also affects your it’s user experience (UX). Basically, you want to make it easy for actual visitors and search engines to find stuff in your store.

Review your most important content on your site

SEO isn’t magic or voodoo. I know some SEO consultants will make you believe they possess magical powers and only they can optimize your website, but don’t listen to them. Organic traffic is free, which is why it is best if you focus on attaining it for your web page. Think of SEO as one small part of a much more cohesive marketing strategy. Because people have shorter attention spans, keep the most important information in heading tags so they can scan and see if they want to delve deeper into the post.

Use Google’s features and follow guidelines to avoid penalties

Even if the social search playing field hasn’t been completely defined yet, one of the key takeaways from the early actions of Google, Bing, and Facebook is that as marketers, we need to start seeing our search engine optimization strategy and our social media strategy as utterly intertwined. If you are trying to increase the visibility of your site all on your own, you are going to need to become a student of search engine optimization. There are several great books that you can read to begin to get introduced to the world of search engine optimization. Doorway pages are typically large sets of poor-quality pages where each page is optimized for a specific keyword or phrase. In many cases, doorway pages are written to rank for a particular phrase and then funnel users to a single destination. Gaz Hall, an SEO Expert from the UK, said: "Website with streamlined URL structures often tends to rank higher than those with a messy structure and confusing organization of content."

Never go by keyword density ratios

Don't use any shady tactics that will get you into hot water like sneaky redirects, content cloaking, and so on. High-quality content on and off your website and using strategic link-building tactics (internal links and backlinks) is a critical component to achieving relevancy. This strategy protects the website’s viability against the frequent changes in Google’s rules and priorities. SEO and user experience (UX) go together. A solid SEO strategy based on careful analytics analysis will boost your website’s search results rankings which will result in more eyes seeing your website. A good user experience will lead to more users visiting, staying on and converting on your website. There is no universal page 1. Google is customizing search results using RankBrain, artificial intelligence that analyzes search queries to provide better answers -- making results less predictable and giving websites less control over when and where they appear.