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Best Practices for SEO

SEO is a constantly evolving field. Staying up-to-date on the latest news, research, and best practices is important.

In this chapter, we’ll take a high-level look at how search engines work and the components of a successful SEO strategy. We’ll also cover what types of content search engines value most. Contact Rank Boss now!

Keywords are the words or phrases people use when searching for information. They’re the building blocks of SEO, a process that aims to rank webpages higher in search engine results pages (SERPs). To do this, you need to know what keywords people are using to find your content. You also need to know how to optimize your content for those keywords. There are many factors that go into making a page more relevant to a keyword, including your content’s structure, length, and how well it matches search intent. The first step in determining what keywords to target is conducting audience research. This includes identifying your audience’s demographics and psychographics, as well as researching the competition and demand for your keyphrases. Once you’ve done this, you can create an effective keyword strategy.

To help you identify the best keywords for your content, you can use free tools like Google AdWords Keyword Planner or Ahrefs’ Keyword Explorer. These tools will display a list of keywords along with their search volume and competition levels. You can then filter the list by relevance, which will show you the most useful keywords for your content.

You can also analyze the top-ranking pages in the SERPs for your keyword to see what types of content they are promoting. This will give you an idea of what type of content is performing well and how to improve your own content.

While it’s important to optimize your content for keywords, you shouldn’t neglect the overall quality of your content. Ensure that your content is easy to read and provides valuable information. Keep in mind that search engines are working to help people, not websites.

For example, Nike uses their product pages to meet search intent by providing detailed descriptions and integrating keywords effectively. This helps them stand out against their competitors and increases the likelihood of users clicking on their result. However, they do not overdo it and incorporate keywords in a way that is unnatural or annoying to the reader. Also, they include a link to another relevant page that will provide additional information about the products.


When it comes to SEO writing, content is a big deal. Google and potential customers alike are looking for valuable, relevant information. Creating SEO content that meets searcher intent can help you earn more clicks and grow your organic traffic over time. However, it’s important to remember that not all search engines are the same. Therefore, a good SEO copywriter should do some research before writing content to ensure they’re using the right keywords and meeting searcher intent.

In addition to keyword optimization, it’s essential that your content is skimmable and readable. This helps readers get the information they need quickly, while also improving your page’s ranking. Search engines consider many factors when ranking a webpage, including the amount of time spent on the site and whether or not the pages are clicked. In addition, they look at the text to see if it matches the search query. Using keyword-rich text in critical areas, such as title tags and meta descriptions, is crucial for SEO success.

One way to do this is by using LSI (Latent Semantic Indexing). LSI refers to the occurrence of related words in a sentence. When you use these related words, they help to indicate the meaning of your main keyword. It’s also helpful to use phrases and sentences that are natural, as this will improve the chances of your content being read by potential customers.

Aside from ensuring your content is readable and has the correct keyword density, it’s also important to make sure that your content is up-to-date and reflects current industry trends. You can do this by linking to external resources and incorporating images into your content. This will show your audience that you know what you’re talking about and will increase your credibility. Furthermore, it will reduce your bounce rate and improve your search engine ranking. Generally, Google users spend less than 15 seconds on a website, so it’s important to make the most of this limited time by creating content that is relevant and useful. This will make your site stand out from the competition and encourage people to visit again.


A link is an HTML attribute that allows users to navigate between pages on the web. It is also an essential part of SEO, as it allows search engines to see which pages are most important and how they are related to each other. This is known as “link equity,” and it is one of the most influential factors in Google’s page rank algorithm.

Link building is the process of acquiring hyperlinks from other websites to your website in order to improve your search engine rankings. It is an important part of the digital marketing process, and it requires a combination of technical knowledge, copywriting skills, and a deep understanding of SEO principles. A good link building strategy can lead to a significant increase in your site’s traffic and conversions.

Links are the foundation of the Internet, connecting the world’s information and making it universally accessible. They act as votes of popularity and authority, allowing pages to share their ranking power with each other. Page links are the currency of the Internet, and they are a critical factor in SEO.

In SEO, there are two types of links: internal and external. Internal links connect your website’s pages together, and external links are incoming links from other sites. The most effective internal and external links are those that are relevant, useful, and natural.

A great way to ensure that your links are high quality is to run them through a tool like Semrush’s SEO Writing Assistant, which will check for readability and suggest ways to improve the text. Another important consideration when linking is the placement of your links in relation to your keywords. It’s best to place your links within the body of the text, rather than in the header or footer, and to use anchor texts that are relevant to the page you’re linking to.

Be sure to only use external links from trustworthy and authoritative sources. Using too many low-quality links can negatively impact your site’s reputation, and can result in a penalty or loss of rankings. This is because Google punishes websites for unnatural links, which are links that were not editorially placed. Common examples include:

  • Widely distributed site-wide footer links and template links.
  • Low-quality directories that accept anything.
  • Affiliate links (where you are compensated for an endorsement).
  • Non-helpful blog and forum comments that are used solely as a way to stuff backlinks.


A website’s navigation system is important for both users and search engines. SEO best practices for web navigation recommend that site owners organize their content into a logical hierarchy that makes it easy for crawlers to find and understand. Incomplete or overly crowded navigation systems can cause index bloat, diluting page authority and making it difficult for crawlers to find the most relevant pages.

There are several common types of website navigation components, including sidebar menus, tabbed navigation, faceted navigation, and accordion navigation. Each of these types can help your users navigate your site, but each one has its own unique challenges when it comes to SEO.

Sidebar navigation is a popular option for blog websites, allowing readers to jump between different sections of an article by clicking on the corresponding link. Tabbed navigation is another useful tool, especially for eCommerce sites where you want to show a list of products that fit a particular user’s search query. Faceted navigation is a feature found on ecommerce and other large websites that allows you to filter information by selecting different “facets.” While this type of navigation can improve user experience, it can also create problems for SEOs, such as the use of dynamic parameters in URLs (which can result in infinite URLs) or the inclusion of multiple facets on a single page.

A site’s footer navigation is used as a secondary universal navigation to hold links to pages that are less frequently visited by users, like the About Us or careers page. The main benefit of this type of navigation is that it reduces the number of clicks required to reach these pages. However, footer navigation can be easily abused by using it as a spammy way to promote your latest blog posts or products. This can damage the trust of your visitors and lead to a bad reputation. Therefore, it’s important to avoid using the footer as a marketing tool and instead limit it to links to evergreen or archived content, such as the resources section of Ahrefs. Similarly, it is also important to minimize the amount of branded content in your footer.