To prevent users from linking to one version of a URL and others linking to a different version (this could split the reputation of that content between the URLs), focus on using and referring to one URL in the structure and internal linking of your pages. If you do find that people are accessing the same content through multiple URLs, setting up a 301 redirect32 from non-preferred URLs to the dominant URL is a good solution for this. You may also use canonical URL or use the rel="canonical"33 link element if you cannot redirect.
QUOTE: “Some pages load with content created by the webmaster, but have an error message or are missing MC. Pages may lack MC for various reasons. Sometimes, the page is “broken” and the content does not load properly or at all. Sometimes, the content is no longer available and the page displays an error message with this information. Many websites have a few “broken” or non-functioning pages. This is normal, and those individual non-functioning or broken pages on an otherwise maintained site should be rated Low quality. This is true even if other pages on the website are overall High or Highest quality.” Google
Both use keyword research to uncover popular search terms. The first step for both SEM and SEO is performing keyword research to identify the best keywords to target. The research includes looking at keyword popularity to determine the top keywords or buying keywords that your ideal audience searches for. It also includes looking at keyword competition to see what other brands are targeting the same keywords and determining what you will need to do to compete with those other companies.
I used to think it could take more to get a subfolder trusted than say an individual file and I guess this sways me to use files on most websites I created (back in the day). Once subfolders are trusted, it’s 6 or half a dozen, what the actual difference is in terms of ranking in Google – usually, rankings in Google are more determined by how RELEVANT or REPUTABLE a page is to a query.
For the purposes of our testing, we standardized keyword queries across the five tools. To test the primary ad hoc keyword search capability with each tool, we ran queries on an identical set of keywords. From there we tested not only the kinds of data and metrics the tool gave, but how it handled keyword management and organization, and what kind of optimization recommendations and suggestions the tool provided.
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.
Domain authority is an important ranking phenomenon in Google. Nobody knows exactly how Google calculates, ranks and rates the popularity, reputation, intent or trust of a website, outside of Google, but when I write about domain authority I am generally thinking of sites that are popular, reputable and trusted – all of which can be faked, of course.
******” Quote from Google: One other specific piece of guidance we’ve offered is that low-quality content on some parts of a website can impact the whole site’s rankings, and thus removing low-quality pages, merging or improving the content of individual shallow pages into more useful pages, or moving low-quality pages to a different domain could eventually help the rankings of your higher-quality content. GOOGLE ******
Another reason is that if you're using an image as a link, the alt text for that image will be treated similarly to the anchor text of a text link. However, we don't recommend using too many images for links in your site's navigation when text links could serve the same purpose. Lastly, optimizing your image filenames and alt text makes it easier for image search projects like Google Image Search to better understand your images.
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
QUOTE: “For the mostpart it should be fine I think the the tricky part that you need to be careful about is more around doorway pages in the sense that if all of these pages end up with the same business then that can look a lot like a doorway page but like just focusing on the content duplication part that’s something that for the most part is fine what will happen there is will index all of these pages separately because from  from a kind of holistic point of view these pages are unique they have unique content on them they might have like chunks of text on them which are duplicated but on their own these pages are unique so we’ll index them separately and in the search results when someone is searching for something generic and we don’t know which of these pages are the best ones we’ll pick one of these pages and show that to the user and filter out the other variations of that that page so for example if someone in Ireland is just looking for dental bridges and you have a bunch of different pages for different kind of clinics that offer the service and probably will pick one of those pages and show those in the search results and filter out the other ones.
In the enterprise space, one major trend we're seeing lately is data import across the big players. Much of SEO involves working with the data Google gives you and then filling in all of the gaps. Google Search Console (formerly, Webmaster Tools) only gives you a 90-day window of data, so enterprise vendors, such as Conductor and Screaming Frog, are continually adding and importing data sources from other crawling databases (like DeepCrawl's). They're combining that with Google Search Console data for more accurate, ongoing Search Engine Results Page (SERP) monitoring and position tracking on specific keywords. SEMrush and Searchmetrics (in its enterprise Suite packages) offer this level of enterprise SERP monitoring as well, which can give your business a higher-level view of how you're doing against competitors.
At the moment, I don’t know you, your business, your website, your resources, your competition or your product. Even with all that knowledge, calculating ROI is extremely difficult because ultimately Google decides on who ranks where in its results – sometimes that’s ranking better sites, and sometimes (often) it is ranking sites breaking the rules above yours.

Over the past year or two, we've also seen Google begin to fundamentally alter how its search algorithm works. Google, as with many of the tech giants, has begun to bill itself as an artificial intelligence (AI) and machine learning (ML) company rather than as a search company. AI tools will provide a way to spot anomalies in search results and collect insights. In essence, Google is changing what it considers its crown jewels. As the company builds ML into its entire product stack, its core search product has begun to behave a lot differently. This is heating up the cat-and-mouse game of SEO and sending the industry chasing after Google once again.
Length of site domain registration; (I don’t see much benefit ON IT”S OWN even knowing “Valuable (legitimate) domains are often paid for several years in advance, while doorway (illegitimate) domains rarely are used for more than a year.”) – paying for a domain in advance just tells others you don’t want anyone else using this domain name, it is not much of an indication that you’re going to do something Google cares about).
The impact of SEM is immediate. SEO takes time. Through paid SEM ads, you can start to put your results in front of audiences with just a few clicks. As soon as you launch a campaign, your ads start showing in SERPs. At any time, you can turn ads on to increase visibility or turn them off to stop showing. Conversely, SEO is something that you acquire over time and typically over a long time. It can take months of implementing an SEO strategy before a brand begins to rank on search engines.
Website-specific crawlers, or software that crawls one particular website at a time, are great for analyzing your own website's SEO strengths and weaknesses; they're arguably even more useful for scoping out the competition's. Website crawlers analyze a website's URL, link structure, images, CSS scripting, associated apps, and third-party services to evaluate SEO. Not unlike how a website monitoring tool scans for a webpage's overall "health," website crawlers can identify factors such as broken links and errors, website lag, and content or metadata with low keyword density and SEO value, while mapping a website's architecture. Website crawlers can help your business improve website user experience (UX) while identifying key areas of improvement to help pages rank better. DeepCrawl is, by far, the most granular and detailed website crawler in this roundup, although Ahrefs and Majestic also provide comprehensive domain crawling and website optimization recommendations. Another major crawler we didn't test is Screaming Frog, which we'll soon discuss in the section called "The Enterprise Tier."
Both use keyword research to uncover popular search terms. The first step for both SEM and SEO is performing keyword research to identify the best keywords to target. The research includes looking at keyword popularity to determine the top keywords or buying keywords that your ideal audience searches for. It also includes looking at keyword competition to see what other brands are targeting the same keywords and determining what you will need to do to compete with those other companies.

Provide full functionality on all devices. Mobile users expect the same functionality - such as commenting and check-out - and content on mobile as well as on all other devices that your website supports. In addition to textual content, make sure that all important images and videos are embedded and accessible on mobile devices. For search engines, provide all structured data and other metadata - such as titles, descriptions, link-elements, and other meta-tags - on all versions of the pages.
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.
Since heading tags typically make text contained in them larger than normal text on the page, this is a visual cue to users that this text is important and could help them understand something about the type of content underneath the heading text. Multiple heading sizes used in order create a hierarchical structure for your content, making it easier for users to navigate through your document.
Google, in many instances, would rather send long-tail search traffic, like users using mobile VOICE SEARCH, for instance, to high-quality pages ABOUT a concept/topic that explains relationships and connections between relevant sub-topics FIRST, rather than to only send that traffic to low-quality pages just because they have the exact phrase on the page.
QUOTE: “(Google Panda) measures the quality of a site pretty much by looking at the vast majority of the pages at least. But essentially allows us to take quality of the whole site into account when ranking pages from that particular site and adjust the ranking accordingly for the pages. So essentially, if you want a blunt answer, it will not devalue, it will actually demote. Basically, we figured that site is trying to game our systems, and unfortunately, successfully. So we will adjust the rank. We will push the site back just to make sure that it’s not working anymore.”  Gary Illyes – Search Engine Land
QUOTE:  Each piece of duplication in your on-page SEO strategy is ***at best*** wasted opportunity. Worse yet, if you are aggressive with aligning your on page heading, your page title, and your internal + external link anchor text the page becomes more likely to get filtered out of the search results (which is quite common in some aggressive spaces). Aaron Wall, 2009
Kelly Wilhelme currently manages all of Weidert Group's marketing efforts. Through her past experience as an inbound marketing consultant on our client service team and, prior to that in financial services communication, she has a deep understanding of complex businesses and a desire to help them grow. Kelly has a passion for communication strategy, layout and design, as well as writing and content creation.
The third type of crawling tool that we touched upon during testing is backlink tracking. Backlinks are one of the building blocks of good SEO. Analyzing the quality of your website's inbound backlinks and how they're feeding into your domain architecture can give your SEO team insight into everything from your website's strongest and weakest pages to search visibility on particular keywords against competing brands.
SEO platforms are leaning into this shift by emphasizing mobile-specific analytics. What desktop and mobile show you for the same search results is now different. Mobile results will often pull key information into mobile-optimized "rich cards," while on desktop you'll see snippets. SEMrush splits its desktop and mobile indexes, actually providing thumbnails of each page of search results depending on the device, and other vendors including Moz are beginning to do the same.

Another example when the “nofollow" attribute can come handy are widget links. If you are using a third party's widget to enrich the experience of your site and engage users, check if it contains any links that you did not intend to place on your site along with the widget. Some widgets may add links to your site which are not your editorial choice and contain anchor text that you as a webmaster may not control. If removing such unwanted links from the widget is not possible, you can always disable them with “nofollow" attribute. If you create a widget for functionality or content that you provide, make sure to include the nofollow on links in the default code snippet.


The last time I looked Google displayed as many characters as it can fit into a block element that’s about 600px wide and doesn’t exceed 1 line of text (on desktop). So – THERE IS NO BEST PRACTICE AMOUNT OF CHARACTERS any SEO could lay down as exact best practice to GUARANTEE a title will display, in full in Google, at least, as the search snippet title, on every device. Ultimately – only the characters and words you use will determine if your entire page title will be seen in a Google search snippet.
We concentrated on the keyword-based aspect of all the SEO tools that included the capabilities, because that's where most business users will primarily focus. Monitoring particular keywords and your existing URL positions in search rankings is important but, once you've set that up, it's largely an automated process. Automated position-monitoring features are a given in most SEO platforms and most will alert you to issues, but they don't actively improve your search position. Though in tools such as AWR Cloud, Moz Pro, and Searchmetrics, position monitoring can become a proactive process that feeds back into your SEO strategy. It can spur further keyword research and targeted site and competitor domain crawling.
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