Finding authoritative sites that’ll link back to your pages can be difficult. You have to build relevance layer by layer to exist outside the wrath of “corrective” search engine algorithms. Since heading tags typically make text contained in them larger than normal text on the page, this is a visual cue to users that this text is important and could help them understand something about the type of content underneath the heading text. The more webpages use the same keyword to point to a subpage, the more signals the search engine will receive indicating that this landing page must be very relevant for this keyword. This in turn means that the page will be ranked better for this and other similar keywords.

There are a myriad of things that you can do to get better rankings on Google

Write a good, high-quality blog post and reach out to other blogs in your company’s industry, asking to have your blog post published on their blog. When asking, it is important that you mention the value that your blog post will bring. From its earliest days, Google's core search algorithm offered the most relevant and most organic search results quickly and accurately on a simple site with an iconic logo that has now become synonymous with the search giant's business. Searching amidst the world's vast data, Google cleverly cataloged and categorized pages using its PageRank formula, which assessed the quantity and power of links to any given webpage. Google published several documents that show the requirements for Google's own products. For example, the Google Developer Documentation Style Guide provides a set of editorial guidelines for anyone writing developer documentation for Google-related projects. Most SEO consultants have said goodbye to spammy, shady optimization techniques because Google actively penalized you for it since 2011.

Attach yourself to someone or a something with a large relevant audience

Google’s looking for original text on a subject matter that explores the concept that the page is about, rather than meets keyword relevance standards of yesteryear. An effective link building strategy that simply makes a lot of sense is fixing broken links on your site and on sites that you’d like a link from. Your first step is to look for broken links on pages that interest you. After finding the links that go to pages that no longer exist, you reach out to the website owner and point out the link and suggest a new page that could provide value to their audience. One of the great way to build relations with your website users is through Blog Commenting. Initially building relations might take time but once you start doing regularly, you will be noticed. Moreover, you will gradually start building relations with the bloggers or site administrators etc. SEO is not the techniques we use to get our sites to the top of Google. SEO is simply the objective of getting to the top of Google. Any technique you use to try and get more attention from Google could be considered SEO.

Advanced on-page SEO principles

Does having keywords in your domain URL benefit your search ranking? This topic has often been debated up and down the years. The consensus is that they are a ranking factor, albeit a small one – but small can still make a difference in the grand scheme of things. Every week, you should study an analysis of all the traffic from organic search queries to your website. This enables you to determine whether changes from previous weeks or months are having an effect. Voice search is used on simple searches, information and navigational, not yet transactional searches. Therefore it is competitive to rank for informational and navigational searches. According to SEO Consultant, Gaz Hall: "Including your target keyword within your page title positively correlated with higher search rankings."

Optimizing your website for both Google and web users

The more likely potential visitors are to think your site will provide an answer to their search query, the more traffic a page will gain. If possible, choose a domain name which includes your local area, and structure URLs to include relevant geographical terms where possible. Create content which talks about your local area, but be sure to make it engaging and relevant to provide a good user experience. Include your business NAP (name, address and phone number) on every page of your website – not just your home page or contact page. The addition of internal links – links from your own domain – to your content can be very effective for SEO. It’s a strategic way to inform search engines about the topics you want to serve as an authority, Google stopped updating the public Toolbar PageRank, so that metric is out the window. Now SEOs are relying on new metrics in search engines which hover around trust and authority.