4. The top ranking factors in 2014 were…
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• Source: SearchMetrics
5. Enduring Principles of SEO, still endure…
1. Know the user intent, craft the content around this.
2. Think of every relevance signal you can, make sure you tick as
many as humanly possible.
3. Organic listings are ads too – they rely on brand and message.
4. Do not obsess over 1-2 keywords – that way madness lies.
5. Think about creative ways to generate links and make a noise.
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8. And keep an eye on Google’s patents…
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9. Practical SEO Tips
1. Avoid duplicate content like the plague. For example, use only
1x landing page for each course, not per year.
2. Your page title and description need to be relevant and
compelling. The latter is usually better left blank.
3. A simple structure helps Google find your key pages.
4. Know your target websites for links.
5. Transcribed videos and UGC help avoid having to write reams
of articles.
6. Track events in analytics – course searches, PDF downloads.
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