Structured data is essential these days. It’s your page summary in re-usable chunks of content that Google loves. Your title tag needs to be written for humans – as in it needs to make logical sense, rather than a keyword stuffed mess. The title tag will appear in a variety of places, from SERPs, to a social share, to the browser tab, so make sure it’s relevant and readable. If you want to simply attract users, focus more on SEO tactics that drive visitors to your site. If you want higher conversion rates once visitors get to your site, content marketing is more important. Create and submit sitemaps for each country in Google Webmaster Tools. This is only necessary if you’re using subdirectories for each of your locale sites, but it is very important that Google indexes and understands all the pages on your site. The best way to do this is to submit a sitemap for each country or region you are targeting.

33% of clicks from organic search results go to the first listing on Google

Over the last decade, Google has narrowed down its focus to ensure that it satisfies user experience at all cost. Take a look at which sites are currently winning the front page for the phrase you are hoping to win. Then, go ahead and link to a few of them within your own content. It can be within the body of the text, or you can include a few links at the bottom with a “More on This Subject” type of call to action (CTA). It may seem like this could lead eyes to a direct competitor, but don’t be afraid to break the mold and link to them anyway. To be successful in SEO, you need to know a site's mission, brand, target audience, and operations--and know those factors intimately. The only way to do that is to have agencies and clients work closely together throughout the process. You have to make sure that the topic, content type, and format resonates with your audience. Your headline has to be catchy, but also relevant.

Featuring an adequate number of high-quality links

Your links should be short, concise, and easily readable. Shorter URLs with fewer folders (“/” in the URL) tend to rank better. Build a unique contact page for each location that you operate and mark up your location information in Schema.org. If your meta description is a duplicate, the user experience in Google will be less. Although page titles might vary, all pages seem the same as all descriptions are equal. 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.

Analytical mind-set

Importantly, Google is now looking for ways to improve its understanding of non-written words such as through videos and audios, and of course, images. With all that said…SEO is still all about content and links. Without amazing content, you’ll never get links. And without links, you won’t crack the first page. Backlinks from older websites may be worth more than links from newer sites. According to SEO Consultant, Gaz Hall: "Follow links are links that Google bots and humans can follow. The bot reaches the links and then continues onto the next page, bringing some value from the source site. "

Create resources that people want

SEO is very simple, and unless you’re a very large company it’s probably not worth hiring somebody else to do. Ensure that you do not optimize your text by just adding the keyword to your text as much as possible. Instead, try to base the content on the term frequency of the top 10 sites in the SERPs Many webmasters see Panda as a type of Google penalty—but it's not, really. Panda is a collection of measurements Google is taking of your web pages to try and give your pages a rating on how happy users are likely to be with those pages. Search engines scan captions and metadata separately, so remember to think about how you have tagged and named your original media files too.