Site speed, from the front end to the back end, is an often overlooked area of web development that also has SEO implications. Relevance is part of your Quality Score, a formula that Google uses to measure how useful your ad, keyword, and website are to a customer. Make sure that your website’s main menu only features the most important categories. Just as Google has always been focused on providing its users with the best results, now it’s time to put your focus on what’s most important for your audience.

Make sure any SEO consultant you hire has years of real-world SEO experience

Historically, traffic from search engines has been about a very singular pursuit -- that of rankings. When consumers search vocally, their queries are hugely different from how they write them out. The most noticeable aspect of this is that voice search produces many long-tail keyword queries. Audit your site using tools such as Google’s PageSpeed Insights or Pingdom’s speed test to quickly compile a list of options to help give your site a little more zip. You may even need to review your hosting service if it’s holding you back… The search engine optimization (SEO) world has undergone some big changes in the last few years—the biggest being coming in the form of Google’s heightened push towards strong user experiences.

Identify niche blogs, forums and newsletters

A major consideration when creating internal backlinks is how you link different assets together. Competitor analysis is a lot easier when you have the right tools. You may begin with top-level, aggregate numbers, but you must drill down into specific pages that can improve products, services, and business sales. Avoid unwieldy phrases and unnecessarily long descriptions, instead trying to say as much as possible with the smallest word count necessary.

Answer that ‘one’ question

On-page SEO is the practice of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines. On-page refers to both the content and HTML source code of a page that can be optimized, as opposed to off-page SEO which refers to links and other external signals. If you’re a business, it may be a good idea to start a blog on your website. Not only will this keep your site up-to-date with fresh content and encourage repeat visits (and increase the frequency of search engine crawlers), but also show that you’re a relevant, trustworthy business. Efficient content organization enhances the message without interfering with the content’s purpose. It’s not easy to explain this in simple, concise terms. A good rule of thumb is to ask yourself if you want to change content “for SEO” or “for presentation”. If you are only thinking of the SEO benefit of the proposed change then it’s the wrong change. Gaz Hall, an SEO Expert from the UK, said: "Reviews are an important factor for SEO. They help potential customers trying to decide whether to trust you. If your local business has a Google+ page and is marked on Google Maps, you need to have reviews. The best thing you can do is encourage your customers to leave reviews if they’re satisfied with your service. Try offering them an incentive, such as a small discount if they click on a link and leave a review."

The key here is to make sure SEO is worthwhile

You should make sure that all of your websites (if you have more than one) link to each other, as this search engines can often base page ranking on how many links you have with other sites. This is especially the case if the two websites have similar content and share major keywords. SERPs (search engine results pages) are not solely determined by keyword usage and links. An equally important factor in determining where websites will appear in search results is the often-overlooked intent of the consumer. Pick a list of words relevant to your business. Then create separate lists of these keywords for each country. Focus on “long-tail keywords” -- keywords that are very specific to your business and the products/services you offer. For example: marketing is a broad keyword that will be hard to get traffic for, and inbound marketing software is a long-tail keyword with less competition that will be easier to get traffic for. Online search is a murky world for those looking to be found at the top of Google's Search Engine Results Pages (SERPs).