Remember, it takes 20 years to build a reputation and only five minutes to ruin it. Link building is often referred to as an integral part of any search engine optimisation campaign. A link to your website is simply your website address listed on some other website, where if you click on the website address listed, you will be forwarded onto your website. Using heading in your page structure can have a big impact on searchability. Search engines use the headings to index the structure and content of your web pages. Imagine visiting an online shop, and receiving a notification from your browser that this site is not secure. You’re probably not so eager to buy something there and provide this website with private or sensitive information.

A truly successful SEO headline is direct and to-the-point

An organic search strategy that involves a dedicated consumer focused approach is highly recommended. This entails total brand presence and not just keywords, understanding customer behavior, consumption preferences, needs and conversion paths. Every SERP is unique, even for search queries performed on the same search engine using the same keywords or search queries. This is because virtually all search engines customize the experience for their users by presenting results based on a wide range of factors beyond their search terms. Whereas a page's title may be a few words or a phrase, a page's description meta tag might be a sentence or two or a short paragraph. Unsurprisingly, larger companies tend to outspend smaller firms when it comes to SEO.

Keep an eye on what other firms are doing

SEO is not just one technique, if you focus on just one thing you will not get the full benefits of SEO and you risk losing everything if Google change their algorithm again. Some Google searches show a descriptive box at the top of the search results. Google calls these boxes 'featured snippets' because unlike their regular web listings, the page's description (the 'snippet') comes first. If you tried to optimize an article for a certain keyword, but it’s getting more traffic for a different variation of that keyword, then go back in and re-optimize it for the new keyword. Guest posts can still be valuable from a PR/community-building perspective, but only if we approach those guest blogging opportunities with the right intentions.

Is there a further shift towards user focussed factors?

If you’re goal for a guest post is to receive a backlink in return, then you would want to make sure their website has a number of good quality backlinks. The number of quality backlinks a website has will determine how powerful a link you will get. You’ve seen what links you and your competitors have. Now it is time to start building up your profile. As with any strategy, you need to set goals, and make sure it aligns with your overall marketing focus. Earning a link from a high-quality, relevant website will not only help with your SEO but also with referral traffic, which can lead to more sales and brand exposure. We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "To attract online attention for your business, you can’t just set up a website and social media profile and expect the traffic to roll in. You need to position your brand to show up in online search by utilizing search engine optimization (SEO)."

Don't over-optimize anchor text

Optimizing images to rank well in search is a must for an increasingly visual web: a good logo or some eye-catching graphics can be as effective at attracting visitors to your website as your written content. Writing for your customers is the key to success. Do your thorough keyword research and create articles and content that is optimized for SEO, and something your readers would love to read. Use keyword research tools to select an appropriate list of keywords that would work well for your content. Google views your site as authoritative when other sites link back to it. It doesn’t want to see a site that is spammy linking back to your site. If you try and manipulate the system, you can get hit with a Google penalty and your site won't rank at all. Starting with SEO, what you want to achieve is a headline that will rank well and earn a high click-through rate. The overwhelming aim here is for a searcher to click on your article over others and you do not want your respondents to click the back button because the content doesn’t fit their needs.