Good news for web designers, content managers and search engine optimisers! ” Google clearly states, “If the website feels inadequately updated and inadequately maintained for its purpose, the Low rating is probably warranted.” although does stipulate again its horses for courses…..if everybody else is crap, then you’ll still fly – not much of those SERPs about these days.
Redirecting is the act of sending a user to a different URL than the one initially requested. There are many good reasons to redirect from one URL to another, for example, when a website moves to a new address. However, some redirects are designed to deceive search engines and users. These are a very poor user experience, and users may feel tricked or confused. We will call these “sneaky redirects.” Sneaky redirects are deceptive and should be rated Lowest.
While most of the links to your site will be added gradually, as people discover your content through search or other ways and link to it, Google understands that you'd like to let others know about the hard work you've put into your content. Effectively promoting your new content will lead to faster discovery by those who are interested in the same subject. As with most points covered in this document, taking these recommendations to an extreme could actually harm the reputation of your site.
AWR Cloud, our third Editors' Choice, is rated slightly lower than Moz Pro and SpyFu as an all-in-one SEO platform. However, AWR Cloud leads the pack in ongoing position monitoring and proactive search rank tracking on top of solid overall functionality. On the ad hoc keyword research front, the KWFinder.com tool excels. DeepCrawl's laser focus on comprehensive domain scanning is unmatched for site crawling, while Ahrefs and Majetic can duke it out for the best internet-wide crawling index. When it comes to backlinks tracking, LinkResearchTools and Majestic are the top choices. SEMrush and Searchmetrics do a bit of everything.
What about other search engines that use them? Hang on while I submit my site to those 75,000 engines first [sarcasm!]. Yes, ten years ago early search engines liked looking at your meta-keywords. I’ve seen OPs in forums ponder which is the best way to write these tags – with commas, with spaces, limiting to how many characters. Forget about meta-keyword tags – they are a pointless waste of time and bandwidth.
Ultimately, we awarded Editors' Choices to three tools: Moz Pro, SpyFu, and AWR Cloud. Moz Pro is the best overall SEO platform of the bunch, with comprehensive tooling across keyword research, position monitoring, and crawling on top of industry-leading metrics incorporated by many of the other tools in this roundup. SpyFu is the tool with the best user experience (UX) for non-SEO experts and the deepest array of ROI metrics as well as SEO lead management for an integrated digital sales and marketing team.
In the last year, Google and Bing have both indicated a shift to entity-based search results as part of their evolution. Google has unscored this point with rich snippets and Knowledge Graph, and Bing has now upped the ante on personal search results with Bing Snapshots. Find out how you can adopt strategies to stay ahead of the curve in the new world of semantic search results.

QUOTE: “I don’t think we even see what people are doing on your website if they’re filling out forms or not if they’re converting to actually buying something so if we can’t really see that then that’s not something that we’d be able to take into account anyway. So from my point of view that’s not something I’d really treat as a ranking factor. Of course if people are going to your website and they’re filling out forms or signing up for your service or for a newsletter then generally that’s a sign that you’re doing the right things.”. John Mueller, Google 2015
Link building is not JUST a numbers game, though. One link from a “trusted authority” site in Google could be all you need to rank high in your niche. Of course, the more “trusted” links you attract, the more Google will trust your site. It is evident you need MULTIPLE trusted links from MULTIPLE trusted websites to get the most from Google in 2019.
Love how you just dive into the details for this Site Audit guide. Excellent stuff! Yours is much much easier to understand than other guides online and I feel like I could integrate this to how I site audit my websites and actually cut down the time I make my reports. I only need to do more research on how to remove “zombie pages”. If you could have a ste-by-step guide to it, that would be awesome! Thanks!
QUOTE: “Google will now begin encrypting searches that people do by default, if they are logged into Google.com already through a secure connection. The change to SSL search also means that sites people visit after clicking on results at Google will no longer receive “referrer” data that reveals what those people searched for, except in the case of ads.
The emphasis on tools, meaning plural, is important because there's no one magical way to plop your website atop every single search results page, at least not organically, though there are best practices to do so. If you want to buy a paid search ad spot, then Google AdWords will happily take your money. This will certainly put your website at the top of Google's search results but always with an indicator that yours is a paid position. To win the more valuable and customer-trusted organic search spots (meaning those spots that start below all of those marked with an "Ad" icon), you must have a balanced and comprehensive SEO strategy in place.
Rob Marvin served as PCMag's Associate Features Editor from December 2017 to December 2019. He wrote features, news, and trend stories on all manner of emerging technologies. Beats included: big tech coverage, startups, business and venture capital, blockchain and cryptocurrencies, artificial intelligence, augmented and virtual reality, IoT and aut... See Full Bio
Black hat SEO attempts to improve rankings in ways that are disapproved of by the search engines, or involve deception. One black hat technique uses hidden text, either as text colored similar to the background, in an invisible div, or positioned off screen. Another method gives a different page depending on whether the page is being requested by a human visitor or a search engine, a technique known as cloaking. Another category sometimes used is grey hat SEO. This is in between black hat and white hat approaches, where the methods employed avoid the site being penalized but do not act in producing the best content for users. Grey hat SEO is entirely focused on improving search engine rankings.

SEO is the practice of optimizing websites to make them reach a high position in Google’s – or another search engine’s – search results. At Yoast, we believe that holistic SEO is the best way to rank your website because you focus on making every aspect of your site awesome. Don’t use any black-hat SEO tricks, because eventually, this will have negative consequences for your rankings. Instead, practice sustainable SEO, with your user in mind, and you will benefit in the long run.


After trying a lot (10+ years of experience) SE ranking stands out on top of others because it combines everything we need for our clients. We do only provide the client with rankings, but also with the potential traffic (and revenue) of those ranking when they hit top 3 in Google. The tool let us provide the client with in depth analysis of the technical stuff ánd a marketing plan tool, so we can set goals and follow a checklist of monthly activities. And to top it all off it’s fully whitelabel.
QUOTE: “Medium pages achieve their purpose and have neither high nor low expertise, authoritativeness, and trustworthiness. However, Medium pages lack the characteristics that would support a higher quality rating. Occasionally, you will find a page with a mix of high and low quality characteristics. In those cases, the best page quality rating may be Medium.” Google Quality Evaluator Guidelines, 2017
When would this be useful? If your site has a blog with public commenting turned on, links within those comments could pass your reputation to pages that you may not be comfortable vouching for. Blog comment areas on pages are highly susceptible to comment spam. Nofollowing these user-added links ensures that you're not giving your page's hard-earned reputation to a spammy site.
There are a lot of definitions of SEO (spelled Search engine optimisation in the UK, Australia and New Zealand, or search engine optimization in the United States and Canada) but organic SEO in 2019 is still mostly about getting free traffic from Google, the most popular search engine in the world (and almost the only game in town in the UK in 2019):
I was used to work with Tools like Sistrix, Ahrefs or Searchmetrics and did not know about SE Ranking before. But those tools were too cost-intensive for a small and quick start into SEO so I tried it out and I am quite satisfied with it. I like the ability to pay for certain services with credits, as I am not using them on a very frequent level, so it actually gives me greater flexibility to only use them when needed and not paying for them even when not using them.
Google states, “News articles, Wikipedia articles, blog posts, magazine articles, forum discussions, and ratings from independent organizations can all be sources of reputation information” but they also state specifically boasts about a lot of internet traffic, for example, should not influence the quality rating of a web page. What should influence the reputation of a page is WHO has shared it on social media etc. rather than just raw numbers of shares. CONSIDER CREATING A PAGE with nofollow links to good reviews on other websites as proof of excellence.
There are three types of crawling, all of which provide useful data. Internet-wide crawlers are for large-scale link indexing. It's a complicated and often expensive process but, as with social listening, the goal is for SEO experts, business analysts, and entrepreneurs to be able to map how websites link to one another and extrapolate larger SEO trends and growth opportunities. Crawling tools generally do this with automated bots continuously scanning the web. As is the case with most of these SEO tools, many businesses use internal reporting features in tandem with integrated business intelligence (BI) tools to identify even deeper data insights. Ahrefs and Majestic are the two clear leaders in this type of crawling. They have invested more than a decade's worth of time and resources, compiling and indexing millions and billions, respectively, of crawled domains and pages.

QUOTE: “The amount of expertise, authoritativeness, and trustworthiness (E­A­T) that a webpage/website has is very important. MC quality and amount, website information, and website reputation all inform the E­A­T of a website. Think about the topic of the page. What kind of expertise is required for the page to achieve its purpose well? The standard for expertise depends on the topic of the page.” Google Search Quality Evaluator Guidelines 2017


Website owners recognized the value of a high ranking and visibility in search engine results,[6] creating an opportunity for both white hat and black hat SEO practitioners. According to industry analyst Danny Sullivan, the phrase "search engine optimization" probably came into use in 1997. Sullivan credits Bruce Clay as one of the first people to popularize the term.[7] On May 2, 2007,[8] Jason Gambert attempted to trademark the term SEO by convincing the Trademark Office in Arizona[9] that SEO is a "process" involving manipulation of keywords and not a "marketing service."
Smartphone - In this document, "mobile" or “mobile devices" refers to smartphones, such as devices running Android, iPhone, or Windows Phone. Mobile browsers are similar to desktop browsers in that they can render a broad set of the HTML5 specification, although their screen size is smaller and in almost all cases their default orientation is vertical.
By relying so much on factors such as keyword density which were exclusively within a webmaster's control, early search engines suffered from abuse and ranking manipulation. To provide better results to their users, search engines had to adapt to ensure their results pages showed the most relevant search results, rather than unrelated pages stuffed with numerous keywords by unscrupulous webmasters. This meant moving away from heavy reliance on term density to a more holistic process for scoring semantic signals.[13] Since the success and popularity of a search engine is determined by its ability to produce the most relevant results to any given search, poor quality or irrelevant search results could lead users to find other search sources. Search engines responded by developing more complex ranking algorithms, taking into account additional factors that were more difficult for webmasters to manipulate. In 2005, an annual conference, AIRWeb (Adversarial Information Retrieval on the Web), was created to bring together practitioners and researchers concerned with search engine optimization and related topics.[14]
Crawlers are largely a separate product category. There is some overlap with the self-service keyword tools (Ahrefs, for instance, does both), but crawling is another important piece of the puzzle. We tested several tools with these capabilities either as their express purpose or as features within a larger platform. Ahrefs, DeepCrawl, Majestic, and LinkResearchTools are all primarily focused on crawling and backlink tracking, the inbound links coming to your site from another website. Moz Pro, SpyFu, SEMrush, and AWR Cloud all include domain crawling or backlink tracking features as part of their SEO arsenals.
Some pages are designed to manipulate users into clicking on certain types of links through visual design elements, such as page layout, organization, link placement, font color, images, etc. We will consider these kinds of pages to have deceptive page design. Use the Lowest rating if the page is deliberately designed to manipulate users to click on Ads, monetized links, or suspect download links with little or no effort to provide helpful MC.

The ranking of your website is partly decided by on-page factors. On-page SEO factors are all those things you can influence from within your actual website. These factors include technical aspects (e.g. the quality of your code and site speed) and content-related aspects, like the structure of your website or the quality of the copy on your website. These are all crucial on-page SEO factors.


Optimization techniques are highly tuned to the dominant search engines in the target market. The search engines' market shares vary from market to market, as does competition. In 2003, Danny Sullivan stated that Google represented about 75% of all searches.[64] In markets outside the United States, Google's share is often larger, and Google remains the dominant search engine worldwide as of 2007.[65] As of 2006, Google had an 85–90% market share in Germany.[66] While there were hundreds of SEO firms in the US at that time, there were only about five in Germany.[66] As of June 2008, the market share of Google in the UK was close to 90% according to Hitwise.[67] That market share is achieved in a number of countries.

This relationship between rankings and clicks (and traffic) is strongest amongst the top 3 search results. However, changing layout of the search results pages is constantly changing, with the inclusion of Google’s Knowledge Graph data and the integration of Universal Search elements (SERP Features) like videos, maps and Google Shopping ads. These developments can mean that the top 3 organic rankings are no longer the 3 best positions on the SERP. This has been demonstrated in heatmap and eye-tracking tests.
×