Not all SEO efforts are treated equally, and some short-cuts are heavily penalised. These frowned-upon methods, labelled ‘black hat’ techniques, may have experienced some success a decade ago, but with every algorithm update comes a more rigid penalty system. Search engines are getting better and better at delivering users the content that they want to see, and so trying to cheat the system is not going to get you very far. Common black hat techniques include keyword stuffing, invisible text and page swapping. These methods are often favoured by businesses desperately looking for a quick fix for their online marketing, but in reality it is a long term procedure which requires energy, resources and plenty of patience. Combine a little common sense with ongoing, in-depth research about ‘white hat’ practices and you will be rewarded.

Regularly refreshing your content is a great way to reliably boost your rankings. As a general rule, new text-based content, such as articles, blogs and newsletters, should be created weekly. Image or video-based content needs refreshing monthly, while your entire website has an expected lifespan of three years or so. On an annual or bi-annual basis, you may like to revisit your site design and consider any technological advancements which may improve it.