Google won’t penalise duplicate content. Instead it will decide which version of the duplicate post should appear in search results and ignore the other. Anchor text can affect how Google weighs up links to your site. If linking to your homepage and referring to your brand, anchor text should just say your website or brand name. Links to your homepage that are more descriptive “leading experts in local SEO” can be seen as manipulative, so you want to avoid this. Make an account with both Google and Bing, and access each Webmaster Tools (Google recently renamed Google Webmasters and it’s now Search Console) area to ensure your website has proper indexing. Beyond indexing, they help you evaluate your internal links, diagnose or fix problems, as well as your website’s backlinks and which keywords are sending you traffic. Think of Amazon. They probably have a few best-selling products, but the majority of their retail revenue comes from a wide variety of things that aren’t bought anywhere nearly as often as their best-selling products. Similarly, if we were to rank the popularity of the songs played in the last 10 years, there would be a few hits that would garner the majority of plays, and an enormous number of songs that have only a few plays. Those less popular products and songs are what we call the long tail.

Write Meta Data for Real People

You want a user to click your result in Google, and not need to go back to Google to do the same search that ends with the user pogo-sticking to another result, apparently unsatisfied with your page. Automatic redirects and rewrites help search engines understand when you've made changes or moved pages on your site. It is important to remember though that organic link building does not happen overnight. You have to build a perceptive strategy to generate the highest quality of content and then promote it amongst the influencers of your market to gain organic links. Unlike links on your website, which should generally lead to further information and verifiable content on other pages, the links you build outside of your website are designed to bring net surfers to your little corner of the Internet. Therefore, they need to be written a little differently from the standard links; you’re promoting yourself and your website out there, so act like you’ve got something good to offer.

Consider your audience

The page title is one of the most important things that Google and other search engines evaluate to determine what is on a web page. Put your keyword or phrase in the title, and keep it short. Using your focus keyword in the headline can also be a good idea, but don’t try too hard to include it. Use power words and avoid redundancy to create a clear and appealing result. Aim for a headline of 55-60 characters, as this is what Google will display on the SERP. Never sell yourself short and never assume anyone knows your business better than you. The direction that you take to improve the visibility of your site on the web should be decided upon by analysing the current state of your website, the audience you are targeting, your business objectives and any previous SEO work that has been carried out.

Beware of exchanging links

Pick your permalink structure wisely. Don’t change your permalink structure for the sake of it. Incorrectly redirecting your old URLs to the new URLs might lead to problems and could get you dropped from the rankings. The overall goal is to increase the level of traffic to a website by using keywords and keyword topics to improve the user experience and meet search engine guidelines. Google guidelines are very strict and sites operating outside of current recommendations can receive a Google penalty. SEO needs to be done correctly and in competitive arenas it should be considered a long term investment. If anyone contacts you promising page one positions in the short term – they lie! We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "Some users might link to your page using the URL of that page as the anchor text. If your URL contains relevant words, this provides users and search engines with more information about the page than an ID or oddly named parameter would."

Watch for Copy-Cat Content

Google’s Search Console (previously known as Webmaster Tools) and Analytics are both incredibly valuable tools for optimising your site and monitoring its SEO success. SEO has matured. It is a serious business, and most brands invest a lot of time and effort into it. Google has been focused on semantic search and now uses something called Latent-Semantic Indexing (LSI) in its core Hummingbird engine. In other words, for Google’s website crawlers to identify your content and consequently have it displayed on Search Engine Results Pages (SERPs), you have to earn it. In this post, it’s all about indexing backlinks, sometimes referred to inbound leads, incoming links or hyperlinks.