Digital marketing has changed considerably in the last few decades. Gone are the days when you get a top ranking after stuffing your content with keywords. Ever-changing search engine algorithms, cut-throat competition and greater spending on paid ads have made it challenging for brands to acquire organic reach and traffic. It is said that SEO and PPC are a match made in heaven. But following algorithm updates like Penguin and Possum have brought about a major change in the way ads are placed on desktop SERP pages. Therefore, to make your brand successful, you need to work consistently rather than consider SEO and PPC as one and the same.

Link building is an activity to which you need to devote to achieve a high SERP ranking. But building links is not a cakewalk. To begin with, you need to master the art of scoring strong homepage link placements. Make the best use of link roundups which are related to your niche to acquire high-quality links which help you to generate referral traffic. Acquire links from strong resource pages. This will also help you to draw high-quality traffic to your site. Also pay attention to internal link building, something which most website owners tend to ignore.

Are you concerned that your competitor is using negative SEO to attack your site? In order to protect your website from negative SEO, you will need to pay attention to a number of areas. Make it a point to perform link audits on a regular basis. It is the most effective way of detecting any type of suspicious activity before it gets out your control. Site speed is a major ranking factor. Therefore, if your website is sluggish, this can indicate that it is prone to forceful crawling.

Are you in search of new keywords which you want to target as part of your digital marketing strategy? If you want to enhance your keyword research process, then you will need to adopt some SEO shortcuts prescribed by Google. Utilize quotes to search for a specific word or a set of words. This is a very effective way to search for quotes. Use a dash in front of a word which you intend to exclude in search.

The SEO industry is changing on a daily basis. Therefore, to survive and grow amid cut-throat competition, businesses are adopting new technologies like visual search. Major search engines are giving priority to image-based search for enhancing user experience. Google is developing its visual search capabilities to retain a major share in the search market. Statistics confirm that 27% of all searches done using 10 major search engines in the US were for images.