2. Ensure Your Website Has The Proper Markup

Website markup is critical to your SEO, Walters said, and the most important component of markup is the title tag, a 70-character entry for Google.

Despite not being factored into the Google rankings, the description tag is the second most important markup component since it drives human response, Walters said. From there, he said partners should focus on their top-level H1 header tag and keyword-focused links, with partners taking extra care that the link matches the page where traffic is being directed.

The body text of the webpage should contain the same keywords and phrases that appear in the page title, Walters said.

"You don't want different verbiage on different parts of the page," he said.