There are dozens of on-site factors that can boost your search engine performance. These include the content and keywords included on each page and the way that content is served to the user. There are fewer off-site factors, but they can have a powerful impact on your ranking, such as the number of links pointing at your site, and social media shares of your content. These act as a vote of credibility in the eyes of search engines and can make a dramatic difference to your ranking. However, not all links are created equally, so it is important to make sure you earn relevant quality links.
 
The most important thing to focus on when optimising a site is the user’s overall experience. All too often people concentrate on search engines when they are optimising their sites, and end up stuffing their content full of keywords until it becomes nonsensical. They forget that their copy still needs to convince humans in order to generate sales!
 
Increasingly, providing a great user experience is also what helps you rank well in search engines. Search engines want to provide users with the best possible results, so websites that deliver the information in an efficient and user-friendly way are given a higher ranking. So we never forget the user!