#1 SEO is not an exact science There are no set rules. Google uses a variety of factors to determine a website's ranking. If someone tells you that they’ve cracked the code and can guarantee they’ll get your website ranked at top of search results, they probably don’t have a clue how SEO works.
#2 Quality over Quantity. It’s better to do less but do it well then to do more and do it poorly. Google is all about ORGANIC results. The more you try to manipulate Google into improving your website score, the less responsive it’ll become. Write quality content, build quality links, use quality images with the right alt-texts.
#3 Never pay someone to do SEO unless you know exactly what they’re doing. Unfortunately, SEO and marketing agencies are earning the reputation of used cars salesmen. This is because far too often, people in the industry don’t have adequate knowledge of how Google works, or they’re not up to date with the latest SEO practices. Before hiring someone to do your SEO, it’s critical that YOU have a solid understanding of the basic principles of SEO.
#4 Don’t piss off Google. This is easier said than done. If Google feels you are trying to manipulate your site’s ranking in a manner that’s not in accordance with their best practices, they’ll simply ban your site. If that happens, you might as well close up shop. That’s another reason not outsource SEO to someone who doesn’t really understand how it works.
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