One of the biggest challenges in SEO is measuring impact — we know what matters (or doesn’t matter) until the rules of the game have changed. And when they do, we’re all scrambling to find a baseline again.
Here are the five SEO recommendations that I’ve consistently seen make a positive impact in SEO's ever-changing world :
1. Structured data matters
Structured data makes it faster and easier for crawlers to understand the information within the page, making it a powerful (but often misused) tool. If applied correctly, it will make quite a positive impact on your pages.
2. Page freshness
Page freshness matters for any industry, and while dates are helpful, your content freshness should always reflect and target what users are searching.
3. Internal linking (still matters)
There are many factors to consider when changing how you internally link from the homepage, some of which are:
Likelihood of these pages to better compete
Revenue that comes from these pages
4. Title tags
What you change your title to will depend on many factors, so a year or price might not help in your case. However, if some of your category pages have seasonal products or your industry competes heavily on prices, adding the year — or date, if applicable — or a price in the title could be quite beneficial.
5. Obtain backlinks
These are usually interesting articles or campaigns related to the business, not commercial pages (pages that are just trying to sell something), and they end up obtaining quite a lot of coverage from different sources and, subsequently, external links.
Building successful creative pages are not easy and won’t guarantee that an increase in any specific amount of backlinks, but it’s one of the safest ways to obtain organic backlinks. The process can also be quite expensive for big pieces but we’ve also experienced a positive impact with more lightweight pieces on a smaller budget.