SEO is changing all the time. Search engine engineers in the various companies (Google, Microsoft, Yahoo) are working hard to make their search results more accurate, useful and faster.
To this end, they introduce new rules that may have a direct or indirect impact on your website’s ranking. So, it is necessary to follow the latest developments in SEO and take action when necessary.
A good example is the Google mobile friendly update (introduced by Google in 2015). This is related on how Google ranks websites on mobile. Once the update was released, any website that was not mobile friendly did not rank so well on mobile, even if it had good rankings on desktop.
Another area that is gradually gaining ground in SEO is the use of structured data. With structured data markup you can describe the meaning of your data to search engines.
Schemas make your website easier to understand by search engines and in some cases this gives you an additional advantage like a rich snippet in the SERPS, better rankings for local searches and more attractive views of your Adwords ads.
Secure websites (SSL)
Making your website secure i.e. https, has a small SEO benefit. As explained above, this means that a secure website will rank higher from a non-secure website, other things being equal.
Security of information is something that will gain more importance on the Web in the coming years so the sooner you can migrate your website to SSL the better. It involves making technical changes and applying SSL to your server but it’s a once off task that is worth doing now or at least planning to do in the coming months.
Local SEO optimization
Local SEO is a term used to describe the process of optimizing a website to appear higher in the SERPS when people are searching for information (stores, products, services etc) in a specific area.
Classic example is the ‘near me’ searches performed from mobile i.e. ‘mexican restaurants near me’.