2 – Providing Quality Content – Going back to providing the best user experience possible, search engines like Google, want to provide users with reliable resources for their queries. Search algorithms are designed to identify signals that can help determine which pages demonstrate expertise, authoritativeness, and trustworthiness on a given topic. (Google) They use many signals that demonstrate these characteristics including external linking (PageRank), certified sources, amount of content, limited to no duplicate content, and no spam-like features (pop-ups, ads, gated articles, forced information gathering, etc.) to name a few. The requirements for quality content change as the internet and users shift their patterns which is why it’s important to work with someone well versed in search engine optimization to keep your website on track.