To achieve and maintain good placements on result pages (SERPs) over the long term, you should follow the search engine’s guidelines and focus on your target visitors (this approach is called “White Hat SEO”). Google and other search engines very quickly identify non-permitted, manipulative techniques and your website could be penalized. 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. Google is constantly evolving to better understand the context and intent of user behaviour. Having a few 404 errors will not ruin your rankings completely, but they can lower your user experience, which ultimately can affect your SEO performance.

Natural building blocks for your site

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. Dominating the top rankings for general keywords related to your brand may be out of your reach, but even a slight investment in SEO can help your business earn more traffic and visibility. Include any keywords you want to rank for in the title tag. The closer to the start of the tag the keyword is, the more likely that your page will rank for that keyword By using internal linking strategically, you can boost the ranking of other pages on your website. Say you have a popular page that is ranking highly in Google and receiving a lot of traffic. By strategically placing a link on that page to another on your site that you want to rank, you can pass “authority” to that page.

Keep Your Content Updated

All Javascript and CSS files on your site must be unblocked. That means Google must be able to access those files so that it can see the site as a normal visitor does. The clear majority of websites gear their SEO strategy toward traditional search engine keyword searches carried out by typing. There are few things more frustrating and downright annoying than investing a large amount of money into a well-researched, written and designed piece of content — that nobody sees. Off page SEO or search engine optimisation is doing things off site to improve your sites search engine rankings.

Find the best way to use combine timing and context

You should definitely be using canonical URLs with keywords and a relevant directory structure that also includes keywords. You should also avoid using too many page variables after the URL. Looking at statistics behind applicable keywords will reveal traffic rates and competition levels, helping you better understand the terms and topics that most interest your prospects. The closer to the start of the title tag any given keyword is, the more likely it will be to rank for that keyword based query. According to SEO Consultant, Gaz Hall: "There is no evidence that adding a lot of content at one time can hurt a site if the content is of high quality."

Make sure you know exactly who you will target with your content

People make use of search engines for a wide variety of purposes, with some of the most popular being to research, locate, and buy products. Google has access to all this incredible data about where people go on the Internet through Chrome and through Android. 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. Website with streamlined URL structures often tends to rank higher than those with a messy structure and confusing organization of content.