Be sure you get the SEO basics right
There are a number of fundamental basics of SEO which apply to virtually every website on the internet, they are not always adhered to, however they do exist and have remained constant for many years. Search engines and Google in particular are often making changes to the algorithms they use to rank websites, when these happen many website owners and often also their optimisation companies can’t understand why the sites have dropped, it’s usually because they haven’t followed the following basic principles, so if you always follow the SEO basics you are incredibly unlikely to fall foul of any updates in the foreseeable future.
This is a huge topic in itself, but in short, one of Google’s main criteria for ranking websites is the quality of the links pointing to a specific page on the internet. Links can come from a huge range of sources and what is considered a good and authority source does change over time. The easy way to think of it is that if a link is free AND easy to get, it’s probably not good quality. If on the other hand you are referenced by another website which is very much about the same general subject as your site it’s a good thing, this could be that you have written a guest post or even better have great content which other sites and blogs want to link to.
Website SEO Basics
Often called onsite SEO, is making sure that the page elements are what the search engines want and expect to see, it’s how they determine what a page is about. The two main elements are the title tag and the copy, however it’s also worth using the meta tags and header tags to your advantage. Remember that if a meta tag only makes up 0.5% of the seo strength of a page this could be the difference in being on page 1 of the results or not.
If you have something to say put it on your website, it may be a new product you have released, or started selling, a big contract you have just won or about a staff member who is doing a sponsored something. Google loves to see that a website is kept up to date and regularly updated, so give it what it wants!
This applies to almost everything you do in regard to optimisation, for example, if you are building links to your website and don’t use blog comments as a linking technique, but find yourself reading something interesting and have something to say about it, do so, leaving a link to your site, don’t just sign up to an article distribution service and expect a load of article links to do the job for you. The same goes for your pages, use some pictures and video if you have them, make it engaging for the site visitor and Google will see that’s what you are doing and likely reward you for it.
While this is by no means an exhaustive list, it does offer a few seo basics which (in my opinion) will not change for quite some time and may help you avoid some of the literal ups and downs of search engine optimisation.