Google’s mission is to organize the world’s information and make it universally accessible and useful.

This is the most important principle for creating an SEO strategy. If your website is useful and well organized, you are helping Google accomplish their mission, and thus you are more likely to gain better rankings.

If your website provides value, other websites will naturally begin to link to you. This is the reason why Google weighs so much importance on valid links in helping determine ranks.

Ask yourself, “What value will others find in my website?” Is it just a place where users are asked to immediately hand over personal information, credit card numbers, or email addresses? Does your website provide content that users will find interesting and valuable?

In summary, keep Google’s mission top of mind when fleshing out your SEO strategy. As the industry progresses, and as search engines become more sophisticated, websites that fall in line with Google’s mission will ultimately prevail in page ranks.