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Whether you are a business owner, a freelancer, a SEO specialist or simply a keen learner with an interest for digital marketing, you will have your own convictions about SEO. What do you value the most in your optimisation practise? Maybe it’s your ranking in the SERPs or the hope of gaining a larger client base.

While SEO is a process that aims to get you the best ratings on Google, if your focus is just on results, you may want to rethink your priorities. Above all else, your SEO decisions should be based on the genuine interest you have for your your customers; Uberflip takes it a step further and refers to genuine SEO as ‘REO’, or ‘Reader Engagement Optimisation’.

Transparency In SEO Strategy

With many scammers out there, it does not come as a shock that some people find it hard to trust SEO providers. This is why as a professional, it is essential to ensure that every task conducted is recorded and presented to your client in a report.

Importance Of Meaningful Content

While it is common knowledge that fresh content is great for SEO, it is also critical not to get carried away with spammy optimisation, once again keeping in the mind that content should be focused first and foremost on your reader (say it louder for the people in the back!) – not search engines, not your product, not your service.

Another problem area with SEO that takes away from authentic content is spam, which basically means exploiting the vulnerabilities of search engine algorithms. Neil Patel goes into depth about how this can range from business names, to customer reviews, to backlinks (we will get more into that shortly), to testimonials, to keywords, to internal linking and to long-form content.

For many, Search Engine Optimisation (SEO) is a complex aspect of digital marketing that is constantly changing. One thing that continues to perplex business owners is Google’s indexing algorithm. Considering the fact that Google is continually updating and revising their search algorithm, it can be incredibly difficult for many businesses to adapt to changes as they occur.

How does Google rank your webpage?

Now that your content has been indexed, it needs to be ranked. From a strategic business perspective, this is one of the most important parts of the entire process.

Google has its own set of weighted metrics which it uses to evaluate web pages and rank them. The webpages that perform the best will be ranked higher in Google’s listings, leading to greater online visibility, user interaction and most importantly; sales.

How can you use SEO tactics to improve your ranking?

There are a wide variety of methods you can employ in order to improve your website’s ranking for search terms related to your website. These tactics seek to ‘optimise’ the content and performance of your website so that it has a high presence of favourable ranking signals for Google to analyse.

From October 2018, Google Chrome and all other Chrome-based browsers will highlight unsecure websites by displaying a red icon with the words “Not Secure” next to the URL at the top of the browser. At the moment, secure websites display a green lock icon and the word “Secure” next to the URL, but that will soon disappear because it’s the new expected standard for all websites.

Why Google Is Making This Change

Chrome will no longer feature a green lock icon or the word “Secure” next to URLs,However, as more and more people are becoming wary of malicious spyware and viruses, HTTPS, which shows that a website is secure, is becoming essential. Already, many people won’t visit websites that aren’t secured with HTTPS, so you can imagine how many potential customers could be deterred from visiting your website if Google prominently highlights it as “Not Secure.”Unsecured websites will essentially be named and shamed, which could lead to increased bounce rates, a lower SEO ranking and lots of lost sales opportunities