(SEO) at its most fundamental is marketing. Marketing on the web, with efforts, outcomes, metrics that matter.
2. How to Structure Your Site
Although the initial plan sounds like a lot (and it can be!) the goal isn’t to overwhelm and under-deliver on your marketing plan. There are, though, fundamentals in strategically building and/or organizing your site. Leveraging research into your audience, define the topics where you have expertise and/or differentiation (remember, this is marketing 101).
Research your keywords! .
3. Design for Multiple Screens
Create a user-friendly site design that works well and fast across all devices – especially mobile and tablet.
Different screen sizes present obvious and usable interfaces
Mobile or tablet users see views customized to their devices
Interface changes based on platform or device are logical and maintain *some* consistency across platforms
From an SEO standpoint, best practices are followed so that Google / Bing recognized the difference between device specific sites (if different sites exist) and this mitigates potential duplicate content issues
4. Conduct Keyword Query Research
Research keyword queries leveraging social, web stats, paid media and industry research to help understand user goals, purchasing cycles, and needs.
5. Write Just Enough Content
There are no “ideal lengths” of content, only enough to satisfy user intent and the context in which they’re querying.
6. Tag Your Content (Standard, Social, Schema)
Standard tags such a meta description, title, and header tags are still important for user engagement and core SEO optimization. New and necessary tags, OG for Facebook, Twitter Cards, and schema.org microdata formats are no-brainers.
7. Don’t Over-Optimize
Overdoing internal anchor text, linking, and excessive footer links. “Too much of a good thing” can end up being a bad thing. Keep it simple and user-focused, especially in-content anchor text links.
8. Keep Link Building Practices Natural
Create and seed great content in venues where it makes sense. If it is truly great, and you bolster its discoverability and visibility through social media mentions, you may just inspire links, and more importantly relevant traffic!