The search engines must execute multiple tasks very well to provide relevant search results. While it’s easy to find “experts” you may want to reach out to, it’s important to remember that not everyone responds positively to such requests. Keyword research can help you discover new content opportunities, while it can also improve your existing content. Although there are many different "recipes" for gaining search engine rankings, most experts in the search engine optimization (SEO) field will recommend that website content should be a priority.
What should be your strategy for those long keywords?
While Google is the big dog when it comes to search engines, don’t forget about Bing. It does hold a considerable share of the search market. While focusing on user experience as we’ve advocated will work for Bing as well, you should do technical audits of your site for both search engines, to make sure you have not missed any important element. Many years ago,
Google put together its search quality team, which is responsible for ensuring users get the best possible user experience by making sure that key signals of quality websites align well with results on search engine pages. Their job description is straightforward “A few hundreds of millions of times a day people will ask Google questions, and within a fraction of a second Google needs to decide which among the billions of pages on the web to show them — and in what order.” Don't make the mistake like many webmasters do in targeting one main keyword for the entire website. The smart approach to SEO and positioning is to target a list of low competition, moderate demand keywords and rank well for them. This would potentially drive more targeted traffic, than to blindly hit at one main keyword. Google Panda and Penguin stopped keyword stuffing in its tracks making it not just not ideal but counter productive.
Does the content bring through traffic outside of organic search?
Do the main pages of the site have enough content? Do these pages all make use of header tags? A subtler variation of this is making sure the number of pages on the site with little content is not too high compared to the total number of pages on the site. Many beginner bloggers
and webmasters think that they need to churn out lots of content on a regular basis. But the truth is that quality will always trump quantity. Really good SEO is a process and it requires a detailed and well thought out
plan. You cannot expect to execute quality SEO without listing out what
you’re going to do, documenting yourself along the way, and executing step
by step. Search engine algorithms will surely crawl video content directly instead of just crawling the text based content surrounding the video. This will gradually phase out the effectiveness of using “clickbait” to draw more attention to the video.
Usurp The SERP
Writing is hard enough when you have to write 500 word blog posts. Now imagine writing in-depth articles and guides that stretch to 5,000+ words on a consistent basis. Users will occasionally come to a page that doesn't exist on your site, either by following a broken link
or typing in the wrong URL. Having a custom 404 page that kindly guides users back to a working
page on your site can greatly improve a user's experience. Your 404 page should probably have a link
back to your root page and could also provide links to popular or related content on your site. On regular pages and posts, Google will most probably grab a piece of related content, including the keyword used in the search query. That makes a lot of sense for news sites, for example. Still, I recommend adding a meta description to all your important pages. According to
SEO Consultant, Gaz Hall: "Targeting highly sought-after keywords can make it harder for you to rank higher in search, but this doesn’t mean that you can’t become an authority on a topic by using different phrases for the same concept."
You have an opportunity to write something and rank highly
Today, queries don’t just return a list of ten blue, ordered links. They return
results with images, videos, profile pictures, and all manner of meta data
that help searchers choose the best result. When creating an
asset, it’s important to understand which part of the user journey you’re trying to target. Are you trying to inform and drive familiarity of your business, drive a single purchase, build loyalty, or simply become part of the consideration set? Funnel value can play an important role in not only defining the topic, but also defining the type of asset that would work best to accomplish your goal. Do not copy another site’s content without asking permission first. It’s bad for you, the site you’re copying from and the reader too. Google is a search engine that follows links. For Google to know about your site, it has to find it by following a link from another site.