While it is true that you can talk or showcase everything under the sun, it is important that you have one primary topic that is vital to your business. To do this properly you need to focus on certain keywords. When you are trying to figure what keywords are best to target for your business, try putting yourself in your potential customer’s shoes. What are all the ways and questions they might search to find what you offer? What are the pain points that would be solved for the customer by having purchased your product or service. Here is a quick guide to differentiate between each hat Black Hat is the tactic that uses repetitive, unrelated (and sometimes, hidden) keywords on a website that focus on attracting search engines to list their content (sometimes not even related to the keywords) as high as possible. Your internal link structure also affects the ‘crawlability’ of your site in search.

Pay-for-placement in the search engines is but the way forward

Every piece of content should have the user in mind. This also applies to SEO. You can’t create your next piece of content, or carry out keyword research, without knowing your audience. Bold and italics can make your keywords stand out more with the search engines. So what does this mean for your business? Brokers deal in currency and stock while SEOs deal in information and data.

Focus on ROI Instead of gateway sites

To rank in Google backlinks really plays a great role but simple backlinks will not work to rank your keyword. Search engines continue to usurp more “traditional” means of reaching customers, such as newspapers, phone books, or television. But unlike those traditional means, getting in front of consumers through search engines doesn’t require a huge marketing budget. People continually say that SEO is dead and that trying to rank in Google is futile. Then you get a sales pitch that points you to a social media product or some other type of paid traffic gimmick. 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.

Education is the best legacy when it comes to URLs

Reciprocal linking; again, it’s against Google’s guidelines to excessively link your site with others that then link back to you. This cross-linking is wrong; Google likes everything to appear natural and random. And, depending on how, or where you fell on the scale of white hat to black hat, article spinning. Writing solid website content is challenging, but not impossible. With planning, focus, and proper resource allocation you can create excellent content that entices readers and engages website visitors. Gaz Hall, a Freelance SEO Consultant, commented: "There are literally hundreds of factors that could influence your rankings in search engines, and even more considerations to bear in mind when you factor in content marketing and conversion optimization."

Adopt a customer centric view of scraping

Don’t forget to tell Google your site is mobile-proof. You can add a viewport declaration – if you’re using responsive design – or a Vary header when using dynamic serving. Googlebot and other web crawlers follow the links that they find on web pages. If Googlebot finds new links on a page, they will be added to the list of pages that will be visited next. If a link does not work anymore, or if there is new content on a web page, Google will update the index. In other words, every month tens of thousands of people are searching directly for their product and website. Now with the influx of Social Media the search engines are looking for that to show importance for your online business.