Optimizing a website for higher search rankings require a methodical approach with both on-page and off-page tactics. Once your website obtains a higher ranking, though, you’ll reap the benefits of more traffic and brand visibility. So, if you’re looking to achieve a top search ranking, consider the following do’s and don’ts of SEO.

Do Publish New Content Frequently

A common denominator you’ll find among high-ranking websites is the presence of fresh content. If you don’t update your site with new content, your rankings will likely become stagnant, meaning they won’t increase. To prevent this from happening, try to get into the habit of publishing new content at least once weekly.

Don’t Buy Links

While backlinks play a key role in SEO, you should avoid the temptation of buying them. Google views paid links as a “link scheme.” As a result, buying links could result in lower search rankings or the removal of your site from Google’s search index altogether. Rather than buying backlinks, try to acquire them naturally through content creation. If you publish high-quality content on your website, other users and websites may link back to it.

Do Target the Right Keywords

Make sure you are targeting the right keywords with your SEO campaign. This will play a key role in the success of your SEO efforts. As we’ve previously discussed on our blog, target keywords should be relevant to your site’s content, have decent search volume, and have minimal competition. As long as your target keywords meet this criteria, you have a solid foundation for SEO success. If they don’t, you should reevaluate your keywords and consider alternatives.

Don’t  Publish Duplicate Content

Google has said in the past that small amounts of duplicate content shouldn’t cause any major indexing problems. Nonetheless, it’s best to err on the side of caution by publishing content in a single location. If the same article is published on multiple pages, how will Google know which version to index? When possible, avoid publishing the same content in multiple locations. And if you have to publish it in multiple locations, modify your robots.txt file to prevent Google from crawling the version that you don’t want indexed.

Do Optimize Every Page

Finally, go through your website and optimize every page for search traffic. This means cleaning up the content, adding alt tags to images, reducing the file size of your pages, adding titles and meta descriptions, and interlinking pages together through anchor text. On-page SEO such as this is critical to achieving a top search ranking for your preferred target keywords.