OBSERVATION – You can have the content and the links – but if your site falls short on even a single user satisfaction signal (even if it is picked up by the algorithm, and not a human reviewer) then your rankings for particular terms could collapse – OR – rankings can be held back – IF Google thinks your organisation, with its resources, or ‘reputation, should be delivering a better user experience to users.
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.
QUOTE: “Duplicated content is often not manipulative and is commonplace on many websites and often free from malicious intent. Copied content can often be penalised algorithmically or manually. Duplicate content is not penalised, but this is often not an optimal set-up for pages, either. Be VERY careful ‘spinning’ ‘copied’ text to make it unique!” Shaun Anderson, Hobo, 2018

“Doorways are sites or pages created to rank highly for specific search queries. They are bad for users because they can lead to multiple similar pages in user search results, where each result ends up taking the user to essentially the same destination. They can also lead users to intermediate pages that are not as useful as the final destination.


QUOTE: “I’ve got a slide here where I show I think 8 different URLs you know every single one of these URLs could return completely different content in practice we as humans whenever we look at ‘www.example.com’ or just regular ‘example.com’ or example.com/index or example.com/home.asp we think of it as the same page and in practice it usually is the same page so technically it doesn’t have to be but almost always web servers will return the same content for like these 8 different versions of the URL so that can cause a lot of problems in search engines if rather than having your backlinks all go to one page instead it’s split between (the versions) and it’s a really big headache….how do people fix this well …. the canonical link element” Matt Cutts, Google
You should build a website to benefit your users, and any optimization should be geared toward making the user experience better. One of those users is a search engine, which helps other users discover your content. Search Engine Optimization is about helping search engines understand and present content. Your site may be smaller or larger than our example site and offer vastly different content, but the optimization topics we discuss below should apply to sites of all sizes and types. We hope our guide gives you some fresh ideas on how to improve your website, and we'd love to hear your questions, feedback, and success stories in the Google Webmaster Help Forum1.

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.

Your website is the “hub” of your online brand – so, it’s important to have regular checkups to ensure everything is in order. It’s also important to note that your website is a living digital property, it’s typically not stagnant for long periods of time. In any given year, content is added and/or removed from your site. It is for this reason that audits should occur on a regular basis. We recommend that websites be audited at a minimum of once per year. That allows your teams to fix critical issues as they arise.
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