Start focusing on your visitors, on the people that want to buy your product or services. Links are integral for connecting each piece of content, ultimately leading to a potential sale. Over the years many people have tried to game the system by creating content that is stuffed full of keywords in the hope that repeating their keyword phrases over and over again will in some way get them to the top spot of Google. While this tactic may have worked in the 90’s and early 2000’s it is time to put this to bed and stop creating content that is written solely for the search engines. These search engines have evolved and now recognise and reward natural language so the best piece of advice is to write naturally and for humans. Webpages on HTTPS had positive correlation with higher rankings. For larger websites, especially those within e-commerce leanings, there are huge SEO wins to be had with snippet optimization.