"Make sure you don't have broken links and unnecessary redirects," Ivkovic says, and "design your site for cross-browser compatibility."
Speaking of links, Bachor says, "Backlinks are still one of the most important ranking factors. Obviously it's easier to find link partners for websites with good content and fancy functions."
8. Test. Bachor says, "Algorithms of search engines differ a lot regarding topic and size of a website. Therefore, it makes sense to install test scenarios for all changes and add-ons."
Watlington adds: "Site search offers many clues. It can show:
a) where navigation is failing to lead users to the correct page;
b) opportunities for additional keyword optimization; [and]
c) changing consumer terminology for products and services."