It’s clear that there is a link between the websites which rank highly for a certain keyword and whether or not that keyword appears in its URL. However, this is unlikely to be the only factor that determines whether or not a site can rank well. There are many opportunities for link building on the Internet. There are many forums, blogs or sites where you could place your backlink, but usually, it is not so easy to find them. Meta description tags can influence click-throughs but aren't directly used for rankings. To prevent users from linking to one version of a URL and others linking to a different version (this could split the reputation of that content between the URLs), focus on using and referring to one URL in the structure and internal linking of your pages. If you do find that people are accessing the same content through multiple URLs, setting up a 301 redirect from non-preferred URLs to the dominant URL is a good solution for this.

Be Informed and updated!

If you do decide to use an image as a link, filling out its alt text helps Google understand more about the page you're linking to. Imagine that you're writing anchor text for a text link. Google will penalize spammy sites, and unfortunately this causes some bad behavior from bad actors. Say, for example, you wanted to take out a competitor. You could send a bunch of obviously spammy links to their site and get them penalized. This is called “negative SEO,” and is something that happens often in highly contested keywords. Google generally tries to pretend like it doesn’t happen. Backlinks are the foundation of Google's algorithm for determining a site’s page rank. Much of the time, it makes sense for the search engines to deliver results from older sources that have stood the test of time. However, sometimes the response should be from newer sources of information.

You have a huge opportunity to optimize your URLs on every post you publish

At the end of the day, consumers want to feel like they’re always interacting with something natural and real. By correctly using header tags in the following order H1, H2, H3, H4 all the way to H6 (if necessary) when inputting copy, you’re helping crawlers navigate each page of your site easily and understand its content. Heading tags are also a great way to break up the copy on your page to make it more readable for your visitors. Top-ranking webpages in Google have shorter URLs. The search engines will act rapidly to penalize sites that contain viruses or trojans.

Basic on-page SEO factors to look for

Make sure content is not buried inside rich media (Adobe Flash Player, JavaScript, Ajax) and verify that rich media doesn't hide links from crawlers. SEO is a complicated subject with many ins and outs, and it changes on an almost daily basis--but at the same time, it's not black magic. It's also not something you need an advanced degree or previous experience for. Search engines are not impressed by a vast vocabulary; they want you to be consistent throughout the article. According to SEO Consultant, Gaz Hall: "There are other things that you can do to get contextual links, such as guest bloggingand mentioning other sites in your content (and letting them know about it)."

Content promotion is your greatest shortcut to greater search engine visibility

The biggest challenge with SEO is that it’s ambiguous territory—but you shouldn’t let the uncertainty get the best of you. Understand that almost every marketer is exactly where you are now. Everyone’s trying to figure out SEO’s ‘hidden secrets’ with little direction. When you add a link to your website, you are inviting users to leave your site. Every page of your website (if optimal) represents an opportunity to rank that page and dozens more when combined with SEO best practices. Always remember to find natural local keywords. Simply stuffing in unnecessary mentions of the residing town may actually do your SEO more harm than good.