SEO - search engine optimisation - is a tricky game, even for experts in the field. Because search engines tend to obscure, update and tune the algorithms they use to order listings, SEO can be a bit of a guessing game at best. Not only that, but wading through all of the incorrect information out there makes it even more difficult.

Social Media Drives SEO Results

Google has long denied using social media as a factor in ranking websites in search engine listings. Although your business should really have a social media presence in order to connect with your customers, potential customers and target audience, it will not improve your rankings. Instead, focus on it to learn more about what your audience want.

Guest Posting is Useless

Although guest posting is open to abuse, particularly when blog owners put out posts with the primary aim of swapping guest links with another site, it is still a useful SEO strategy. The aim should always be to provide users with valuable, interesting and useful content. Failure to provide content that is of value to the reader could severely damage your reputation. Focus on building and maintaining your reputation and on making your brand visible and you'll be on the right track.

All You Need is Good Content

Although content is most definitely king, and without good, valuable content you'll fail to make much of a dent in the search listings, it isn't the only thing you need to think about. One of the most important factors is still inbound links, as they provide search engines with the information they need to rank the most valuable sites on the web. Your site will also need to be marketed and search engines will need to be able to find it in the first place, which is why keyword research is still so important.

You Can't Be Number One

Now Google personalises the results that you see when you complete a search, some experts believe that there is "no such thing" as a number one listing - after all, everyone sees different results, right? Although your previous searches and history will play a part in the order of the results that you see, the actual difference between non-personalised results and personalised results is fairly minor.

You Can Set Up Your StrategyâEUR¦ Then Forget It

When you first set up your website, you will have to "SEO it". But that doesn't mean that you're done, or that you don't have to keep tweaking, testing and adjusting your SEO strategy. As an example, although your website will be "finished" when it launches, you'll still be adding to it, adjusting it and changing it throughout the life of the site. The same goes for your SEO strategy. Although you'll have an initial strategy, you'll keep tweaking and changing it in order to maximise your results. If you simply set up the strategy, then forget it, your site will really suffer.

Outsourcing Link Building Can Improve Rankings

Quality links to and from authority sites are incredibly useful for ranking your site. But thousands of spammy links, especially when copied and pasted into the comments section of authority sites, will get you absolutely nowhere fast. Blogs everywhere are already jam-packed with useless links - you don't need to add to them. Plus, it'll likely be of little to no value in terms of SEO and you'll just end up out of pocket.

Finally, if you stumble across a site that will "register your site with thousands of search engines", steer well clear. It will have absolutely no effect on your SEO strategy and will not improve your rankings - you'd be better off spending that time doing something useful, like researching keywords.


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