Google and other search engines also use the text of the URL of the page to determine the content of the web page. You should use your keyword or phrase in the URL of the web page - either the folder/directory structure or the HTML file/page name itself. If you purport to be an expert site, then you’d better make sure you have experts writing for you. Even if you’re site is an entertainment site or fashion blog. To rank in Google backlinks really plays a great role but simple backlinks will not work to rank your keyword. By now, you should be convinced that you want to be on the top of the SERPs. It never hurts to be #1 in the natural search results

Extremely low-quality content tended to rank due to sheer volume

Google has been focused on semantic search and now uses something called Latent-Semantic Indexing (LSI) in its core Hummingbird engine. If your content is hard to scan, meaning it contains long sentences and paragraphs, it's likely that your visitors won’t stick around. Chances are, they’ll go to your competitors to find content that’s easier to consume. Create profiles for your business (and include a link to your website) on major directory sites such as Google My Business, Yelp, Angie’s List, Yellow Pages, and other listing resources associated with your industry. If a site, or specific page, has a lot of backlinks pointing to it, Google then sees this page or site as credible. This is only true, though, if those backlinks are coming from quality, reputable sources, and it’s even better when those sites are relevant to your site.

Make certain that your site is listed in all relevant local directories

Although bounce rate is hard to measure you should definitely monitor the trend of your bounce rate and the differences in bounce rate between your pages. If a specific page has a very high bounce rate, you should try to figure out what’s the cause. You could add links to other useful pages or call to actions to keep people on your site. Google will send people looking for information on a topic to the highest quality, relevant pages it has in its database. Google normally takes into account bounce rate and the time spent on a site as ranking factors. If visitors are bouncing away due to navigation confusion and poor content structure, you can be sure that the search bots are too. Google offers another tool called Google Website Optimizer that allows you to run experiments to find what on-page changes will produce the best conversion rates with visitors.

Use Google Business Reviews

Bear in mind that your keyword or phrase should be the most frequently used term in the body text of any given webpage. This is called keyword density. However you shouldn’t overuse this signal – if you stuff the copy with keywords then your text won’t be readable and Google will likely penalise you for not writing for human readers. While producing incredible content may get you some links, the truth is, you are going to have to do some "link building." This means reaching out to other website owners in the space to ask for links. Write good content that people not only want to read, but that they will comment on and share via social media. Share your content on your company’s social media channels and other online properties. Get creative and repurpose your content into different formats like videos, slide presentations, etc. Gaz Hall, a Freelance SEO Consultant, commented: "SEO can be a frustrating activity. Yesterday your website was on the first page of Google. You were delighted. Flushed with your SEO prowess, you performed the same search today and found your site was on page two – what went wrong? Has your website been pawed to pieces by a panda or pecked full of holes by a penguin?"

You should do anything you can to give your content depth and make it more valuable for readers

The search engines are always trying to improve the quality of their results and because of this, the ranking signals are adjusted daily. In most cases these are very minor tweaks, but they are changes nonetheless. To gain visibility across search engines (think 'universal' or blended search), as well as relevant blogs, forums, online media and social networks, whilst being compelling enough, where relevant, to be shared by the target audience. Every “vote” or link to your site helps determine the value of your site. However, it’s not just the sheer number of links your website gets. Inbound link-building is an important SEO strategy, and a great way to do this is to make friends with other relevant, local businesses so that you can share links and promote one another. Perhaps you could organise a community event together or work out some kind mutually beneficial offer for customers that will give you the opportunity to create links on your sites?