You need to strike a balance with page design, clarity, and SEO strategy. You don’t want to ruin content with keyword stuffing. But there often are opportunities to naturally work in your primary keywords and close variations:

Revise content headers (headlines) with relevant keywords and include H1 tags.
Add captions with images.
Rename images.
Add or update image alt text.
Create internal links from other popular pages on your website.
Add more text to thin pages that have few words.
Pursue inbound links from other websites.

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Businesses should use 2018 to break the bad habit of viewing aspects of an SEO marketing strategy as a one-time exercise. Too often, some companies optimize a website page and never adjust it.

Though 61% of marketers in a 2017 HubSpot study say increasing organic visibility is their highest inbound marketing priority, they don’t always follow through.

You can tell they don’t fully embrace an SEO strategy any time:

SEO page titles lack a keyword focus.
SEO page titles merely mimic the content headers.
Page URLs are a mile long.
Nothing is ever modified (take a quick look with the Wayback Machine, a popular archive of more than 300 billion web pages).
Now is a good time to take a closer look at SEO marketing data because search is getting worse for all types of B2B and B2C businesses.

Your keyword phrase that continues to rank No. 1 organically is no longer the top result seen by searchers because of design changes to Google’s search engine results pages (SERPs). That lack of visibility jeopardizes the effects of your organic traffic – leading to fewer clicks, leads, sales, page views, and conversions.

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If you are serious about improving search traffic and are unfamiliar with SEO, we recommend reading this guide front-to-back. We’ve tried to make it as concise as possible and easy to understand. There’s a printable PDF version for those who’d prefer, and dozens of linked-to resources on other sites and pages that are also worthy of your attention.

Each section of this guide is important to understanding the most effective practices of search engine optimization.

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Search engines are smart, but they still need help. The major engines are always working to improve their technology to crawl the web more deeply and return better results to users. However, there is a limit to how search engines can operate. Whereas the right SEO can net you thousands of visitors and increased attention, the wrong moves can hide or bury your site deep in the search results where visibility is minimal.

In addition to making content available to search engines, SEO also helps boost rankings so that content will be placed where searchers will more readily find it. The Internet is becoming increasingly competitive, and those companies who perform SEO will have a decided advantage in visitors and customers.

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The majority of web traffic is driven by the major commercial search engines, Google, Bing, and Yahoo!. Although social media and other types of traffic can generate visits to your website, search engines are the primary method of navigation for most Internet users. This is true whether your site provides content, services, products, information, or just about anything else.

Search engines are unique in that they provide targeted traffic—people looking for what you offer. Search engines are the roadways that make this happen. If search engines cannot find your site, or add your content to their databases, you miss out on incredible opportunities to drive traffic to your site.

Search queries—the words that users type into the search box—carry extraordinary value. Experience has shown that search engine traffic can make (or break) an organization’s success. Targeted traffic to a website can provide publicity, revenue, and exposure like no other channel of marketing. Investing in SEO can have an exceptional rate of return compared to other types of marketing and promotion.

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All major search engines such as Google, Bing and Yahoo have primary search results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users. Payment isn’t involved, as it is with paid search ads.

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