The year may be over halfway through, but that doesn’t mean you should waste any time updating your search engine optimisation (SEO) strategy. Over the last couple of years, we’ve seen the way search engine algorithms function change. Because of this many SEO methods that were once successful have now backfired as Google is more likely to penalise what it deems low quality content. Here’s how your startup can improve.

Mobile optimization

The GlobalWebIndex reports that around 80% of adults now have smartphones and that the average time spent on them was close to two hours each day (representing over a half  hour increase from 2012). In the United States, the time spent on mobile media is now greater than it is on desktop at 51% compared to 42%.

This is why it’s now more important than ever that your mobile site has the same searchability results as your desktop site. Making sure the content is also modified for use on smaller screens is crucial in making sure your mobile presence will be viable in the long-term.

Google’s Android One initiative aims to put capable smartphones into the hands of individuals in developing countries. For these people logging on to the web for the first time, this mobile device will be the only way they can access the web.

Related:  How to Build a Mobile-Friendly Business Site in 10 Minutes or Less

Business blogging

High quality content is should be a critical part of your interaction with customers. In the process of sharing amazing content, you can achieve top rankings. Great content is anything you publish on your site that educates, attracts and delights customers including blog posts, Ebooks, white papers, reports, downloadable sheets, videos, pictures, infographics and more.

While keywords are important, make sure you write for your visitors first, and then for search engines. Your content needs to be unique and purposeful otherwise you won’t stand a chance converting visitors into customers. Include relevant keywords that will bring people to your business site.

URL Structures

You should think of URLs and links as the backbone of your website. It’s crucial that these are consistent and easy to navigate for anyone visiting. Websites that make use of simple URL structures are often ranked ahead of sites that use dynamic URLs. Dynamic URLs are often lengthy, contain lots of numbers, and feature no keywords.

Static URLs that are backed with relevant keywords will fare much better when consumers are looking for information relating to your industry. It’s also important that you fix any broken links. While this may be time-consuming, any links that return 404 errors will restrict the flow of link equity throughout your site and create a poor user experience.

Getting secure

Privacy and security are big concerns for many web users today. In August of last year, Google announced that they plan to use HTTPS as a ranking signal, giving priority in search queries to sites that are deemed safe.

The “S” in HTTPS stands for secure and makes use of a common protocol that provides a secure connection when accessing the web page called Transport Layer Security (TLS). TLS (an update on the previous standard known as Secure Sockets Layer (SSL) does not encrypt a webpage, but encrypts the connection.

If you shop online regularly or bank online, then you’ve likely already noticed HTTPS change in your browser. Even if your business don’t sell anything online, though, it’s better to get this TSL/SSL certificate so that you can make your site HTTPS-compatible and earn the trust of Google.

Incorporating a successful SEO strategy is a large task for even established companies so it’s no surprise third-party specialists are popular with many SMBs to get them started. For many, digital marketing has long overtaken traditional marketing methods so their experience in the field is invaluable.

This post was submitted by a contributor. Check out our Contributor page for details about how you can share your ideas on starting a business, productivity or life hacks with our audience.