It should be there to inform decision-making and also be a useful tool for looking back on performance after the fact. So if we kind of look down here, a very kind of useful, high-level way of thinking about it is metrics are often pretty tactical. So something like email open rate or email click-through rate is a really good example of this. In SEO, that might be organic sessions or organic click-through rate. Secondly, again, something we’re all very aware of, SEO isn’t just a turn it on, everything floods in.

Structured data & schema: communicating local relevance

Internal links can be inserted on a page, in the main navigation menu, or in the sitemap. Where a link remains on a page consistently for a period of time without being changed or updated. The quality of a website’s link profile can vary widely, depending on how they were acquired and the anchor text used. Neither will help you rank better; however, a dedicated IP address can increase site speed.

• By creating a more structured site architecture, Cadence helped Google better recognize which pages were most important, improving rankings for the key pages.
• With our proprietary marketing platform, for example, we help our clients re-use their data for ad campaigns, personalization, and more.
• Create informational meta descriptions for your content by following similar best practices.
• Where applicable, you should also prove to users that the website is secure by showing logos or other relevant information.

In this Search Engine Optimisation Tutorial, we’ll learn about everything. Medo specializes in writing for the digital space to garner social media attention and increase search visibility. A writer by day and reader by night, Medo has a second life writing Lord of the Rings fan theories and making cat videos for people of the Internet to relish on. You can also use keyword research tools like Google Keyword Planner and Ahrefs to search for keywords.

In Google and other search engines, the results page often features paid ads at the top of the page, followed by the regular results or what search marketers call the “organic search results”. Traffic that comes via SEO is often referred to as “organic search traffic” to differentiate it from traffic that comes through paid search. These listings are prime real estate for local businesses, often leading to higher click-through rates and conversions. Local SEO is the backbone of digital marketing for businesses that operate in specific geographic areas. It ensures that your company shows up when potential customers search for services or products “near me” or in a specific city, town, or neighborhood.

The focus points of SEO in 2025 are still high-quality content and technical factors like site speed, security and mobile parity. But there are more aspects that Google and other search engines deem important. Search engines value these aspects because they want to present their users with websites that provide a proper user experience. A page that takes forever to load, doesn’t exist anymore, or isn’t secure, provides a terrible user experience and will not make users happy. Also, aspects such as crawlability and structured data help search engines understand what your pages are about. This helps search engines understand your relevance and allows them to rank your pages higher.

So while search functions remain its core product, it depends on its advertising business. Google profits from people trusting and valuing its search service. EEAT stands for Expertise, Experience, Authority, and Trustworthiness. Google wants to show in the results websites that exhibit high levels of E-E-A-T.

Why is technical SEO important?

Off-page SEO is closely related to media marketing, digital PR, and brand management. There are many good resources you can find online, and a good portion of them are free. You can start with our guide on SEO for beginners or take free courses in Ahrefs’ Academy. Link building is something is something that preoccupies the SEO industry. To give you an idea of how this works, here’s a quick overview of a few popular backlink building techniques.

As stated previously, the optimization or “O” part of SEO is essential to your company’s online success. No matter how you approach reporting, whether with the expertise of an agency like WebFX or the resources of your in-house team, make reporting a part of your BHS Links SEO management. It can inform and improve your strategy, as well as demonstrate its value to company decision-makers. In comparison, in-house SEO management (and department budgets) can limit your team.

The reason why this is happening is that Google interprets the motive behind the query and shows the results the user wants to see. Google holds a number of patents related to how their search works in order to prevent manipulating search results and copying the secret formula of their multibillion-dollar business. To illustrate, our blog generates an estimated 572K visits per month from Google. Without SEO, we’d have to spend over $0.5M on ads to get that traffic. Overall, SEO benefits include free, sustainable, and passive traffic to your website month after month.