Improving your domain authority involves a combination of creating high-quality content, building reputable backlinks, and optimizing your website. Focus on:

  1. Quality Content: Regularly publish relevant, valuable, and shareable content that addresses your audience’s needs.
  2. On-Page SEO: Optimize your pages with proper title tags, meta descriptions, and header tags. Ensure a clean and user-friendly website structure.
  3. Quality Backlinks: Acquire high-quality backlinks from authoritative websites in your niche. Focus on natural link-building through outreach, guest posting, and partnerships.
  4. Social Media Presence: Be active on social media platforms. Promote your content to increase visibility and attract potential backlinks.
  5. Internal Linking: Use internal links to connect related content on your site. This helps search engines understand your site’s structure and improves user navigation.
  6. Mobile Optimization: Ensure your website is mobile-friendly, as search engines consider mobile compatibility in rankings.
  7. Page Loading Speed: Optimize your site for fast loading times. Users and search engines prefer websites that load quickly.
  8. Technical SEO: Address technical issues such as crawl errors, broken links, and duplicate content. Use a sitemap to help search engines index your site.

Create Quality Content :

Create Quality Content

Quality content is content that is valuable, relevant, and engaging for your target audience. It serves the needs and interests of your readers, provides them with useful information, and encourages them to take action. Here are some key characteristics of quality content and tips on how to create it:

  1. Relevance: Ensure that your content is directly related to the interests and needs of your target audience. Understand your audience’s pain points, questions, and preferences.
  2. Accuracy: Verify the information you provide in your content to establish trust with your audience. Inaccurate information can harm your reputation.
  3. Clarity: Present your information in a clear and organized manner. Use headings, subheadings, and bullet points to make your content easy to scan and understand.
  4. Uniqueness: Offer a unique perspective or bring a fresh angle to your content. Avoid duplicating content from other sources, and if you reference external information, provide proper attribution.
  5. Engagement: Encourage reader engagement by asking questions, inviting comments, and including calls-to-action. Create content that sparks discussions and interactions.
  6. Useful and Practical: Provide practical advice, tips, or solutions that your audience can apply in their lives or work. Help them solve problems or achieve their goals.
  7. Well-Written: Pay attention to grammar, spelling, and overall writing quality. Well-written content is more likely to be read and shared.
  8. Visual Appeal: Incorporate visually appealing elements, such as images, infographics, and videos, to enhance the overall user experience.
  9. Length: Focus on the depth and quality of your content rather than just its length. However, some topics may require more in-depth coverage, so be thorough when necessary.
  10. Regular Updates: Keep your content up-to-date. Periodically review and update older articles to ensure the information remains accurate and relevant.
  11. Keyword Integration: Use relevant keywords naturally in your content, but avoid keyword stuffing. Prioritize user experience over search engine optimization.
  12. Audience Understanding: Develop a deep understanding of your target audience. Consider their demographics, interests, and pain points when crafting your content.

When writing quality content, it’s essential to prioritize your audience’s needs and preferences. Regularly analyze your content performance, gather feedback, and adjust your approach to continually improve the quality of your content.

Do Needful On-Page SEO:

On Page SEO

On-page SEO refers to the optimization of individual web pages to improve their search engine rankings and attract organic traffic. This involves optimizing various elements on a webpage to make it more relevant and valuable to both users and search engines. Here’s how on-page SEO works and what elements it typically involves:

  1. Keyword Research:
    • Identify relevant keywords related to your content. Use tools to find keywords with a balance of search volume and relevance.
  2. Title Tags:
    • Craft unique and descriptive title tags for each page, incorporating the target keyword. The title tag is a crucial on-page SEO element and often appears as the headline in search engine results.
  3. Meta Descriptions:
    • Write compelling meta descriptions that provide a concise summary of the page’s content. While meta descriptions don’t directly impact rankings, they can influence click-through rates.
  4. Header Tags:
    • Use header tags (H1, H2, H3, etc.) to structure your content. Place your main headline in the H1 tag and use subsequent header tags to organize subheadings.
  5. URL Structure:
    • Create clean and user-friendly URLs that include the main keyword and reflect the content of the page.
  6. Keyword Optimization:
    • Incorporate relevant keywords naturally in your content, including in the introduction, headings, and throughout the body. Avoid keyword stuffing.
  7. Quality Content:
    • Develop high-quality, valuable, and engaging content that satisfies user intent. Google’s algorithms prioritize content that provides real value to users.
  8. Image Optimization:
    • Optimize images by using descriptive file names and alt tags. This helps search engines understand the content of the images.
  9. Internal Linking:
    • Link to other relevant pages within your site using descriptive anchor text. Internal linking helps search engines understand the structure of your website and improves user navigation.
  10. External Links:
    • Link to authoritative external sources when it adds value to your content. Outbound links can contribute to your content’s credibility.
  11. Mobile Optimization:
    • Ensure your website is responsive and provides a good user experience on mobile devices. Google considers mobile-friendliness in its rankings.
  12. Page Loading Speed:
    • Optimize your site for fast loading times. Google values websites that provide a positive user experience, and page speed is a part of that.
  13. Canonical Tags:
    • Use canonical tags to specify the preferred version of a page, especially if there are multiple versions with similar content.

On-page SEO works by making your content more accessible, relevant, and user-friendly for both visitors and search engines. It helps search engines understand the context and significance of your content, ultimately contributing to higher rankings in search results. Regularly review and update your on-page SEO efforts to align with search engine algorithms and user expectations.

Create Quality Backlinks:

Create Quality Backlink

Quality backlinks are links from reputable and authoritative websites to your site. They play a crucial role in search engine optimization (SEO) by influencing your website’s credibility and authority in the eyes of search engines. Search engines view backlinks as “votes of confidence” from other sites, indicating that your content is valuable and trustworthy. Here’s how quality backlinks work and how you can create them:

How Quality Backlinks Work:

  1. Authority Transfer:
    • Backlinks from authoritative sites pass on some of their credibility to your site. The more reputable the linking site, the more positive impact the backlink can have on your SEO.
  2. Relevance Matters:
    • Backlinks from sites that are topically relevant to yours are more valuable. They signal to search engines that your content is related to a specific niche or industry.
  3. Anchor Text:
    • The anchor text (the clickable text in a hyperlink) is essential. Use descriptive and relevant anchor text that includes your target keywords, but avoid over-optimization or unnatural linking patterns.
  4. Natural Link Building:
    • Natural link building involves earning backlinks organically through the creation of high-quality, shareable content. This can include blog posts, infographics, videos, and other forms of content that people naturally want to link to.
  5. Diversity of Sources:
    • Having a diverse set of backlinks from different domains is beneficial. A variety of sources suggests a more organic and natural link profile.

How to Create Quality Backlinks:

  1. Create High-Quality Content:
    • Develop valuable and shareable content that naturally attracts links. This could be in the form of blog posts, guides, infographics, or videos.
  2. Guest Posting:
    • Contribute guest posts to reputable websites in your industry. Ensure that the content you provide is of high quality and adds value to the audience.
  3. Outreach:
    • Reach out to influencers, bloggers, and other websites in your niche. Build relationships and ask if they would be interested in linking to your content.
  4. Broken Link Building:
    • Identify broken links on other websites and offer your content as a replacement. This is a win-win situation as you help them fix broken links, and they provide you with a new link.
  5. Social Media Promotion:
    • Share your content on social media platforms. While social signals themselves may not directly impact SEO, increased visibility can lead to more backlinks.
  6. Collaborate and Network:
    • Collaborate with others in your industry. Networking can lead to natural link opportunities as you participate in community activities and discussions.
  7. Participate in Forums and Communities:
    • Contribute valuable insights and information in forums and online communities related to your industry. Some forums allow you to include a link to your site in your profile.

Remember, the key is to focus on quality rather than quantity. One high-quality backlink from a reputable site can be more valuable than many low-quality links. Additionally, stay aware of and adapt to changes in search engine algorithms, as these can impact the effectiveness of different link-building strategies over time.

Add Social Media Presence :

Add Social Media Presence

Social media presence refers to the visibility and activity of an individual, brand, or organization on various social media platforms. It involves creating and maintaining a profile on social networks, sharing content, engaging with the audience, and building a community around your brand. A strong social media presence can enhance brand awareness, foster relationships with your audience, drive website traffic, and contribute to overall marketing and communication goals.

Here’s how social media presence works:

  1. Platform Selection:
    • Choose the social media platforms that align with your target audience and business goals. Popular platforms include Facebook, Twitter, Instagram, LinkedIn, Pinterest, and others.
  2. Profile Optimization:
    • Create a complete and compelling profile on each chosen platform. This includes using a recognizable profile picture, a concise and engaging bio, and relevant links to your website or other important resources.
  3. Content Sharing:
    • Regularly share diverse and valuable content, including text posts, images, videos, and links. Tailor your content to the preferences of each platform and your audience.
  4. Engagement:
    • Actively engage with your audience by responding to comments, messages, and mentions. Encourage discussions, ask questions, and participate in relevant conversations.
  5. Consistency:
    • Maintain a consistent posting schedule. Consistency helps to keep your audience engaged and aware of your presence.
  6. Visual Branding:
    • Maintain a consistent visual identity across all platforms. Use a similar color scheme, logo, and design elements to reinforce your brand.
  7. Analytics and Insights:
    • Use analytics tools provided by social media platforms to track the performance of your posts. Understand what works well and adjust your strategy accordingly.
  8. Community Building:
    • Actively build a community around your brand. Encourage user-generated content, showcase customer testimonials, and create a sense of belonging for your audience.
  9. Paid Advertising:
    • Consider using paid advertising features on social media platforms to increase your reach. Paid ads can target specific demographics and interests.
  10. Influencer Collaboration:
    • Collaborate with influencers in your industry or niche to reach a broader audience. Influencers can introduce your brand to their followers and provide social proof.
  11. Monitoring Trends:
    • Stay updated on current trends and conversations within your industry. Participate in relevant trends to keep your content fresh and engage with a broader audience.
  12. Cross-Promotion:
    • Cross-promote your social media accounts. For example, share your Instagram posts on Twitter or Facebook, and vice versa, to maximize visibility.

Social media presence is not just about broadcasting messages but also about building relationships, listening to your audience, and adapting your strategy based on feedback and insights. It’s a dynamic and interactive process that requires ongoing effort and attention. Successful social media presence contributes to a positive brand image and can be a powerful tool for achieving various business objectives.

Create Internal Links :

Create Internal Links

Internal linking is the practice of linking one page of a website to another page within the same website. These links help users navigate the site, establish information hierarchy, and distribute page authority and ranking power throughout the website. Internal linking is an important aspect of on-page SEO and contributes to a better user experience. Here’s how internal linking works and why it’s important:

How Internal Linking Works:

  1. Navigation:
    • Internal links provide a means for users to navigate through different pages on a website. They create a logical structure, helping users find relevant information and move seamlessly through the site.
  2. Information Hierarchy:
    • Internal links help establish a hierarchy of information on your website. The way you structure your internal links can indicate the importance and relationships between different pages.
  3. SEO Benefits:
    • Internal linking contributes to SEO by spreading link equity (ranking power) across various pages. Pages that are internally linked from multiple sources within the site may be perceived as more important by search engines.
  4. Contextual Relevance:
    • When you use anchor text in internal links, it provides context to both users and search engines about the content of the linked page. This can improve the relevance of the linked page to specific keywords.
  5. User Engagement:
    • Internal links encourage users to explore more content on your site. By providing additional resources and related content, you can increase user engagement and time spent on your site.
  6. Reducing Bounce Rate:
    • Relevant internal links can entice users to explore more pages on your site, reducing the bounce rate. This is particularly important for SEO as a lower bounce rate is often associated with higher user satisfaction.
  7. Linking to Important Pages:
    • You can use internal linking to highlight and direct traffic to important pages, such as product pages, key articles, or landing pages.
  8. Updates and Maintenance:
    • If you update or revise content, internal links can be used to guide users to the latest and most relevant information.

Best Practices for Internal Linking:

  1. Use Descriptive Anchor Text:
    • The anchor text (the clickable text in a hyperlink) should be descriptive and relevant to the content of the linked page.
  2. Natural and User-Friendly:
    • Internal links should be inserted in a natural, user-friendly way. Avoid over-optimization or excessive linking, as this can be perceived as spammy.
  3. Link to Relevant Content:
    • Link to content that is genuinely relevant to the current page. This enhances the user experience and helps search engines understand the context of your content.
  4. Avoid Orphaned Pages:
    • Ensure that all important pages are accessible through internal links and that no pages are isolated (orphaned) without any links pointing to them.
  5. Regularly Audit and Update:
    • Periodically audit your internal links to ensure they are still valid and that the anchor text and destination pages remain relevant.

In summary, internal linking is a strategic practice that enhances website navigation, improves SEO, and contributes to a better overall user experience. It’s an important aspect of on-page optimization that should be integrated into your website’s content and structure.

Do Mobile Optimization :

Do Mobile Optimization

Mobile optimization refers to the process of ensuring that a website functions well and provides an optimal user experience on mobile devices, such as smartphones and tablets. With the increasing use of mobile devices for internet browsing, mobile optimization has become a crucial aspect of web development and digital marketing. Here’s how mobile optimization works and why it’s important:

How Mobile Optimization Works:

  1. Responsive Design:
    • Use responsive web design techniques to create a flexible and adaptive layout that adjusts based on the user’s screen size. This ensures that the website looks and functions well on devices of various screen sizes.
  2. Mobile-Friendly Navigation:
    • Simplify navigation for mobile users by using mobile-friendly menus, buttons, and links. Ensure that users can easily access different sections of your site without difficulty.
  3. Optimized Images and Media:
    • Compress and optimize images and other media files to reduce their size without compromising quality. This helps in faster page loading on mobile devices, where bandwidth may be limited.
  4. Fast Page Loading Speed:
    • Optimize your website for quick loading times. Mobile users often have less patience for slow-loading pages, and faster loading times contribute to a positive user experience.
  5. Touch-Friendly Design:
    • Ensure that all interactive elements on your site, such as buttons and forms, are touch-friendly. This is essential for users who navigate your site using touchscreens.
  6. Mobile-Friendly Typography:
    • Use legible fonts and font sizes suitable for mobile devices. Avoid using small text that may be difficult to read on smaller screens.
  7. Viewport Configuration:
    • Configure the viewport meta tag to ensure that your website scales properly on different devices. This meta tag helps control the width and scaling of the content.
  8. Mobile-Optimized Forms:
    • If your website includes forms, optimize them for mobile users by using easy-to-complete fields, larger buttons, and a user-friendly layout.
  9. Avoid Flash:
    • Avoid using Flash, as many mobile devices do not support it. Instead, use HTML5 and CSS3 for animations and interactivity.
  10. Test Across Devices:
    • Regularly test your website across various devices and browsers to ensure consistent performance and usability. This includes testing on different types of smartphones and tablets.

Why Mobile Optimization is Important:

  1. User Experience:
    • A mobile-optimized website provides a better user experience, leading to increased user satisfaction and engagement.
  2. Search Engine Rankings:
    • Google considers mobile-friendliness as a ranking factor. A mobile-optimized site is more likely to rank higher in mobile search results.
  3. Wider Reach:
    • As more users access the internet through mobile devices, a mobile-optimized website allows you to reach a larger audience.
  4. Reduced Bounce Rates:
    • Mobile users are more likely to stay on and interact with a site that is easy to navigate and loads quickly, leading to lower bounce rates.
  5. Competitive Advantage:
    • A mobile-optimized site can give you a competitive advantage, as users are more likely to choose websites that provide a seamless mobile experience.

In conclusion, mobile optimization is a critical aspect of web development and digital marketing. By ensuring that your website is mobile-friendly, you enhance user experience, improve search engine rankings, and stay competitive in the evolving landscape of online browsing.

Mobile optimization refers to the process of ensuring that a website functions well and provides an optimal user experience on mobile devices, such as smartphones and tablets. With the increasing use of mobile devices for internet browsing, mobile optimization has become a crucial aspect of web development and digital marketing. Here’s how mobile optimization works and why it’s important:

How Mobile Optimization Works:

  1. Responsive Design:
    • Use responsive web design techniques to create a flexible and adaptive layout that adjusts based on the user’s screen size. This ensures that the website looks and functions well on devices of various screen sizes.
  2. Mobile-Friendly Navigation:
    • Simplify navigation for mobile users by using mobile-friendly menus, buttons, and links. Ensure that users can easily access different sections of your site without difficulty.
  3. Optimized Images and Media:
    • Compress and optimize images and other media files to reduce their size without compromising quality. This helps in faster page loading on mobile devices, where bandwidth may be limited.
  4. Fast Page Loading Speed:
    • Optimize your website for quick loading times. Mobile users often have less patience for slow-loading pages, and faster loading times contribute to a positive user experience.
  5. Touch-Friendly Design:
    • Ensure that all interactive elements on your site, such as buttons and forms, are touch-friendly. This is essential for users who navigate your site using touchscreens.
  6. Mobile-Friendly Typography:
    • Use legible fonts and font sizes suitable for mobile devices. Avoid using small text that may be difficult to read on smaller screens.
  7. Viewport Configuration:
    • Configure the viewport meta tag to ensure that your website scales properly on different devices. This meta tag helps control the width and scaling of the content.
  8. Mobile-Optimized Forms:
    • If your website includes forms, optimize them for mobile users by using easy-to-complete fields, larger buttons, and a user-friendly layout.
  9. Avoid Flash:
    • Avoid using Flash, as many mobile devices do not support it. Instead, use HTML5 and CSS3 for animations and interactivity.
  10. Test Across Devices:
    • Regularly test your website across various devices and browsers to ensure consistent performance and usability. This includes testing on different types of smartphones and tablets.

Why Mobile Optimization is Important:

  1. User Experience:
    • A mobile-optimized website provides a better user experience, leading to increased user satisfaction and engagement.
  2. Search Engine Rankings:
    • Google considers mobile-friendliness as a ranking factor. A mobile-optimized site is more likely to rank higher in mobile search results.
  3. Wider Reach:
    • As more users access the internet through mobile devices, a mobile-optimized website allows you to reach a larger audience.
  4. Reduced Bounce Rates:
    • Mobile users are more likely to stay on and interact with a site that is easy to navigate and loads quickly, leading to lower bounce rates.
  5. Competitive Advantage:
    • A mobile-optimized site can give you a competitive advantage, as users are more likely to choose websites that provide a seamless mobile experience.

In conclusion, mobile optimization is a critical aspect of web development and digital marketing. By ensuring that your website is mobile-friendly, you enhance user experience, improve search engine rankings, and stay competitive in the evolving landscape of online browsing.

Increase Page Loading Speed :

Increase Page Loading Speed

Page loading speed, also known as page load time or website loading speed, refers to the amount of time it takes for a web page to fully load and display its content. It is a critical factor for user experience and can significantly impact a website’s performance, search engine rankings, and overall user satisfaction. Faster-loading pages are generally associated with better user experiences and can contribute to higher conversion rates. Here’s how you can optimize page loading speed:

How to Optimize Page Loading Speed:

  1. Image Optimization:
    • Compress and optimize images to reduce their file size without compromising quality. Use the appropriate file format (JPEG, PNG, etc.) and consider lazy loading images so they load only when they come into the user’s viewport.
  2. Browser Caching:
    • Enable browser caching to store static files (images, CSS, JavaScript) on a user’s device after their initial visit. This reduces the need for the browser to download these files on subsequent visits.
  3. Minimize HTTP Requests:
    • Reduce the number of HTTP requests by minimizing the number of elements on your page, such as scripts, stylesheets, and images. Combine multiple files into one where possible.
  4. Use Content Delivery Networks (CDNs):
    • Utilize CDNs to distribute your website’s static content across multiple servers worldwide. This reduces latency and accelerates the delivery of content to users.
  5. Optimize Code:
    • Minify CSS, HTML, and JavaScript files by removing unnecessary characters and whitespace. This reduces file sizes and speeds up download times.
  6. Reduce Server Response Time:
    • Optimize your server to respond quickly to requests. This may involve upgrading your hosting plan, optimizing database queries, and utilizing server-side caching.
  7. Enable Compression:
    • Use GZIP or Brotli compression to reduce the size of your HTML, CSS, and JavaScript files. Compressed files are quicker to download and render.
  8. Prioritize Above-the-Fold Content:
    • Prioritize the loading of above-the-fold content (the portion of a web page visible without scrolling) to ensure that users see essential content quickly. This can be achieved through techniques like asynchronous loading of non-essential scripts.
  9. Minimize Redirects:
    • Minimize the use of redirects, as each redirect adds additional time to the page load process. Ensure that your website uses direct links wherever possible.
  10. Optimize Fonts:
    • Limit the number of fonts and their variations on your website. Host fonts locally or use web-safe fonts to avoid additional HTTP requests to external font servers.
  11. Use a Content Delivery Network (CDN):
    • A CDN can distribute your content across multiple servers worldwide, reducing the physical distance between the server and the user, thus improving load times.
  12. Responsive Design:
    • Implement responsive design principles to ensure that your website is optimized for various devices and screen sizes. This can help with faster loading on mobile devices.
  13. Monitor and Analyze Performance:
    • Regularly monitor your website’s performance using tools like Google PageSpeed Insights, Lighthouse, or GTmetrix. Analyze the results and address any identified issues.

Optimizing page loading speed is an ongoing process that requires regular monitoring and adjustments. Consider the specific needs of your website and its audience when implementing these optimizations. Faster-loading pages not only improve user experience but also contribute positively to search engine rankings and overall website performance.

Do Technical SEO Analysis :

Do Technical SEO Analysis

Technical SEO involves optimizing the technical aspects of a website to improve its search engine visibility and performance. It focuses on factors that affect search engines’ ability to crawl, index, and understand the content of a website. Here are key elements of technical SEO and how you can implement them:

1. Website Structure and Navigation:

  • URL Structure: Ensure clean and user-friendly URLs. Use descriptive keywords and avoid unnecessary parameters.
  • Sitemaps: Create and submit XML sitemaps to search engines. Sitemaps help search engines understand the structure of your site and index pages more efficiently.

2. Page Speed Optimization:

  • Optimize Images: Compress and optimize images to reduce file sizes without compromising quality.
  • Minify Code: Minify CSS, HTML, and JavaScript files to reduce their size.
  • Browser Caching: Enable browser caching to store static files on a user’s device for faster subsequent visits.
  • Content Delivery Network (CDN): Use a CDN to distribute content across multiple servers and reduce load times.

3. Mobile Optimization:

  • Responsive Design: Ensure your website is mobile-friendly and uses responsive design principles.
  • Mobile-Friendly Test: Use tools like Google’s Mobile-Friendly Test to assess your site’s mobile compatibility.

4. Crawlability and Indexing:

  • Robots.txt: Optimize your robots.txt file to control which pages search engines can or cannot crawl.
  • XML Sitemaps: Create and submit XML sitemaps to assist search engines in crawling and indexing your site.
  • Canonical Tags: Use canonical tags to avoid duplicate content issues and specify the preferred version of a page.

5. Technical Website Audit:

  • Regular Audits: Conduct regular technical SEO audits to identify and fix issues.
  • Crawl Errors: Address crawl errors reported in Google Search Console.

6. Structured Data Markup:

  • Schema Markup: Implement schema markup to provide search engines with additional information about your content, enhancing the rich snippets displayed in search results.

7. HTTPS and Security:

  • SSL Certificate: Ensure your website is secure by using HTTPS. Google considers HTTPS as a ranking factor.
  • Security Audits: Regularly perform security audits to protect against vulnerabilities.

8. Page Rendering:

  • Render-Blocking Resources: Optimize or defer render-blocking resources to improve page loading speed.

9. Website Accessibility:

  • Alt Text for Images: Include descriptive alt text for images to assist users with disabilities.
  • Semantic HTML: Use semantic HTML to structure content in a meaningful way.

10. Server and Hosting:

  • Reliable Hosting: Choose a reliable hosting provider to ensure your website is accessible and loads quickly.
  • Server Configuration: Optimize server configurations for performance.

11. Fixing Crawl Errors:

  • Google Search Console: Regularly check Google Search Console for crawl errors and address them promptly.
  • 404 Errors: Redirect or fix broken links to avoid 404 errors.

12. Monitoring and Analytics:

  • Google Analytics: Use analytics tools to monitor user behavior, track key metrics, and make informed decisions based on data.

13. International SEO Considerations:

  • Hreflang Tags: Implement hreflang tags to indicate language and regional targeting for multilingual and multinational websites.

14. SEO-Friendly URL Structure:

  • Descriptive URLs: Use descriptive and SEO-friendly URLs. Avoid dynamic URLs with excessive parameters.

15. Pagination:

  • Rel=”Next” and Rel=”Prev”: Implement rel=”next” and rel=”prev” tags for paginated content to guide search engines through series of pages.

Implementing technical SEO requires a combination of web development skills, attention to detail, and the use of various tools. Regularly monitor your website’s performance, address issues promptly, and stay updated on industry best practices and search engine algorithm changes.