If you take money online, in any way, you NEED to have an accessible and satisfying ‘customer service’ type page. Google says, “Contact information and customer service information are extremely important for websites that handle money, such as stores, banks, credit card companies, etc. Users need a way to ask questions or get help when a problem occurs. For shopping websites, we’ll ask you to do some special checks. Look for contact information—including the store’s policies on payment, exchanges, and returns. “ Google urges quality raters to be a ‘detective’ in finding this information about you – so it must be important to them.
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.
Description meta tags are important because Google might use them as snippets for your pages. Note that we say "might" because Google may choose to use a relevant section of your page's visible text if it does a good job of matching up with a user's query. Adding description meta tags to each of your pages is always a good practice in case Google cannot find a good selection of text to use in the snippet. The Webmaster Central Blog has informative posts on improving snippets with better description meta tags18 and better snippets for your users19. We also have a handy Help Center article on how to create good titles and snippets20.
Description meta tags are important because Google might use them as snippets for your pages. Note that we say "might" because Google may choose to use a relevant section of your page's visible text if it does a good job of matching up with a user's query. Adding description meta tags to each of your pages is always a good practice in case Google cannot find a good selection of text to use in the snippet. The Webmaster Central Blog has informative posts on improving snippets with better description meta tags18 and better snippets for your users19. We also have a handy Help Center article on how to create good titles and snippets20.
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: “How do I move from one domain to another domain and try to preserve the rankings as best as possible?…do a 301 permanent redirect to the new location (assuming that you’re you’re moving for all time and eternity so this is the good case for a permanent or 301 redirect if you were planning to undo this later or it’s temporary then you’d use a 302 redirect)…. search engines should be able to follow the trail of all the 301 redirects” Matt Cutts, Google
The world is mobile today. Most people are searching on Google using a mobile device. The desktop version of a site might be difficult to view and use on a mobile device. As a result, having a mobile ready site is critical to your online presence. In fact, starting in late 2016, Google has begun experiments to primarily use the mobile version of a site's content42 for ranking, parsing structured data, and generating snippets.

A lot of optimisation techniques that are in the short term effective at boosting a site’s position in Google are against Google’s guidelines. For example, many links that may have once promoted you to the top of Google, may, in fact, today be hurting your site and its ability to rank high in Google. Keyword stuffing might be holding your page back. You must be smart, and cautious, when it comes to building links to your site in a manner that Google *hopefully* won’t have too much trouble with, in the FUTURE. Because they will punish you in the future.
Google expects pages to “be edited, reviewed, and updated on a regular basis” especially if they are for important issues like medical information, and states not all pages are held to such standards, but one can expect that Google wants information updated in a reasonable timescale. How reasonable this is, is dependant on the TOPIC and the PURPOSE of the web page RELATIVE to competing pages on the web.
You may not want certain pages of your site crawled because they might not be useful to users if found in a search engine's search results. If you do want to prevent search engines from crawling your pages, Google Search Console has a friendly robots.txt generator to help you create this file. Note that if your site uses subdomains and you wish to have certain pages not crawled on a particular subdomain, you'll have to create a separate robots.txt file for that subdomain. For more information on robots.txt, we suggest this Webmaster Help Center guide on using robots.txt files13.
Tablet - We consider tablets as devices in their own class, so when we speak of mobile devices, we generally do not include tablets in the definition. Tablets tend to have larger screens, which means that, unless you offer tablet-optimized content, you can assume that users expect to see your site as it would look on a desktop browser rather than on a smartphone browser.
When your business has an idea about a new search topic for which you think your content has the potential to rank highly, the ability to spin up a query and investigate it right away is key. Even more importantly, the tool should give you enough data points, guidance, and recommendations to confirm whether or not that particular keyword, or a related keyword or search phrase, is an SEO battle worth fighting (and, if so, how to win). We'll get into the factors and metrics to help you make those decisions a little later.
This broken-link checker makes it easy for a publisher or editor to make corrections before a page is live. Think about a site like Wikipedia, for example. The Wikipedia page for the term "marketing" contains a whopping 711 links. Not only was Check My Links able to detect this number in a matter of seconds, but it also found (and highlighted) seven broken links.
Technical SEO optimizes the non-content elements of a website and the website as a whole to improve its backend structure and foundation. These strategies relate to: site speed, mobile friendliness, indexing, crawlability, site architecture, structured data, and security. Technical SEO improves both user and search crawler experience, which leads to higher search rankings.
SEM search placements include an “Ad” designation. SEO does not. Search results that appear as a result of SEM or SEO look different on SERPs. Paid ads that receive placement through SEM tactics are often identified as an ad (e.g., by an icon appearing next to the placement), whereas the search results that appear as a result of organic SEO are not marked in such manner.
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: “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

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.


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.
Advertising with Google won't have any effect on your site's presence in our search results. Google never accepts money to include or rank sites in our search results, and it costs nothing to appear in our organic search results. Free resources such as Search Console, the official Webmaster Central blog, and our discussion forum can provide you with a great deal of information about how to optimize your site for organic search.
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.
QUOTE: “So it’s not something where we’d say, if your website was previously affected, then it will always be affected. Or if it wasn’t previously affected, it will never be affected.… sometimes we do change the criteria…. category pages…. (I) wouldn’t see that as something where Panda would say, this looks bad.… Ask them the questions from the Panda blog post….. usability, you need to work on.“ John Mueller, Google.
I had the same issue. I invested time to go to the website of each of these tools, had to read through the specs of what they offer in their free account etc etc. Some of them did not even allow you to use one single feature until you gave them details for a credit card (even thouhg they wouldn’t charge it for 10-15 days or so). I did not enjoy this approch at all. Free is free. “Free version” should only talk about what you can do in the free version. Same goes for trial version.
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.
I prefer simple SEO techniques and ones that can be measured in some way. I have never just wanted to rank for competitive terms; I have always wanted to understand at least some of the reasons why a page ranked for these key phrases. I try to create a good user experience for humans AND search engines. If you make high-quality text content relevant and suitable for both these audiences, you’ll more than likely find success in organic listings and you might not ever need to get into the technical side of things, like redirects and search engine friendly URLs.
QUOTE: “Cleaning up these kinds of link issue can take considerable time to be reflected by our algorithms (we don’t have a specific time in mind, but the mentioned 6-12 months is probably on the safe side). In general, you won’t see a jump up in rankings afterwards because our algorithms attempt to ignore the links already, but it makes it easier for us to trust the site later on.” John Mueller, Google, 2018

SEM is a broader term than SEO, and is used to encompass different options available to use a search engine’s technology, including paid ads. SEM is often used to describe acts associated with researching, submitting and positioning a website within search engines.  It includes things such as search engine optimization, paid listings and other search-engine related services and functions that will increase exposure and traffic to your Web site. 
QUOTE: “So sites that don’t have much content “above-the-fold” can be affected by this change. If you click on a website and the part of the website you see first either doesn’t have a lot of visible content above-the-fold or dedicates a large fraction of the site’s initial screen real estate to ads, that’s not a very good user experience.” Google 2012
Off-page SEO builds a website’s reputation and authority by connecting it to other high-quality websites. Off-page SEO techniques include: link building (acquiring high-quality backlinks) from other websites and managing local listings and directory profiles. When many websites link to a brand’s website, it shows search engines that the brand’s website is trustworthy, reliable, and reputable, which increases its search rankings.
Both require knowing your audience. To succeed at both strategies, you must have a good understanding of your audience and how they act. By using buyer personas and psychographic segmentation, you can get to know your audience, discover what their needs are, and what they are searching for. Then you can create valuable content that shows up when they go looking for solutions related to your brand.
KISS does not mean boring web pages. You can create stunning sites with smashing graphics – but you should build these sites using simple techniques – HTML & CSS, for instance. If you are new to web design, avoid things like Flash and JavaScript, especially for elements like scrolling news tickers, etc. These elements work fine for TV – but only cause problems for website visitors.
The transparency you provide on your website in text and links about who you are, what you do, and how you’re rated on the web or as a business is one way that Google could use (algorithmically and manually) to ‘rate’ your website. Note that Google has a HUGE army of quality raters and at some point they will be on your site if you get a lot of traffic from Google.
Naturally, business owners want to rank for lots of keywords in organic listings with their website. The challenge for webmasters and SEO is that Google doesn’t want business owners to rank for lots of keywords using autogenerated content especially when that produces A LOT of pages on a website using (for instance) a list of keyword variations page-to-page.
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.
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.
QUOTE: “So there’s three things that you really want to do well if you want to be the world’s best search engine you want to crawl the web comprehensively and deeply you want to index those pages and then you want to rank or serve those pages and return the most relevant ones first….. we basically take PageRank as the primary determinant and the more PageRank you have that is the more people who link to you and the more reputable those people are the more likely it is we’re going to discover your page…. we use page rank as well as over 200 other factors in our rankings to try to say okay maybe this document is really authoritative it has a lot of reputation because it has a lot of PageRank … and that’s kind of the secret sauce trying to figure out a way to combine those 200 different ranking signals in order to find the most relevant document.” Matt Cutts, Google
That's why PA and DA metrics often vary from tool to tool. Each ad hoc keyword tool we tested came up with slightly different numbers based on what they're pulling from Google and other sources, and how they're doing the calculating. The shortcoming of PA and DA is that, even though they give you a sense of how authoritative a page might be in the eyes of Google, they don't tell you how easy or difficult it will be to position it for a particular keyword. This difficulty is why a third, newer metric is beginning to emerge among the self-service SEO players: difficulty scores.
The existing content may speak to core audiences, but it isn’t producing many strong organic results. For example, the content header Capitalizing on the Right Skills at the Right Time With Business Agility may seem OK, but it doesn’t include a keyword phrase within striking distance. The lengthy URL doesn’t help matters. Extraneous words prevent any focus and the URL is bogged down by “business” and “agility” duplication:

Does this article have an excessive amount of ads that distract from or interfere with the main content? (OPTIMISE FOR SATISFACTION FIRST – CONVERSION SECOND – do not let the conversion get in the way of satisfying the INTENT of the page. For example – if you rank with INFORMATIONAL CONTENT with a purpose to SERVE those visitors – the visitor should land on your destination page and not be deviated from the PURPOSE of the page – and that was informational, in this example – to educate. SO – educate first – beg for social shares on those articles – and leave the conversion on Merit and slightly more subtle influences rather than massive banners or whatever that annoy users). We KNOW ads (OR DISTRACTING CALL TO ACTIONS) convert well at the top of articles – but Google says it is sometimes a bad user experience. You run the risk of Google screwing with your rankings as you optimise for conversion so be careful and keep everything simple and obvious.
This can be broken down into three primary categories: ad hoc keyword research, ongoing search position monitoring, and crawling, which is when Google bots search through sites to determine which pages to index. In this roundup, we'll explain what each of those categories means for your business, the types of platforms and tools you can use to cover all of your SEO bases, and what to look for when investing in those tools.
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