While SEOs can provide clients with valuable services, some unethical SEOs have given the industry a black eye by using overly aggressive marketing efforts and attempting to manipulate search engine results in unfair ways. Practices that violate our guidelines may result in a negative adjustment of your site's presence in Google, or even the removal of your site from our index.
It is important you spread all that real ‘PageRank’ – or link equity – to your sales keyword / phrase rich sales pages, and as much remains to the rest of the site pages, so Google does not ‘demote’ pages into oblivion –  or ‘supplemental results’ as we old timers knew them back in the day. Again – this is slightly old school – but it gets me by, even today.
All sites have a home or "root" page, which is usually the most frequented page on the site and the starting place of navigation for many visitors. Unless your site has only a handful of pages, you should think about how visitors will go from a general page (your root page) to a page containing more specific content. Do you have enough pages around a specific topic area that it would make sense to create a page describing these related pages (for example, root page -> related topic listing -> specific topic)? Do you have hundreds of different products that need to be classified under multiple category and subcategory pages?
The terms SEO experts often start with are page authority (PA) and domain authority (DA). DA, a concept in fact coined by Moz, is a 100-point scale that predicts how well a website will rank on search engines. PA is the modern umbrella term for what started as Google's original PageRank algorithm, developed by co-founders Larry Page and Sergey Brin. Google still uses PageRank internally but has gradually stopped supporting the increasingly irrelevant metric, which it now rarely updates. PA is the custom metric each SEO vendor now calculates independently to gauge and rate (again, on a scale of 100) the link structure and authoritative strength of an individual page on any given domain. There is an SEO industry debate as to the validity of PA and DA, and how much influence the PageRank algorithm still holds in Google results (more on that in a bit), but outside of Google's own analytics, they're the most widely accepted metrics out there.

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


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
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
For traditional SEO, this has meant some loss of key real estate. For SERP results pages that once had 10 positions, it's not uncommon now to see seven organic search results below a Featured Snippet or Quick Answer box. Rather than relying on PageRank algorithm for a specific keyword, Google search queries rely increasingly on ML algorithms and the Google Knowledge Graph to trigger a Quick Answer or pull a description into a snippet atop the SERP.
When using the Keyword Explorer, Ahrefs will also produce the "parent topic" of the keyword you looked up, as you can see in the screenshot above, underneath the Keyword Difficulty meter. A keyword's parent topic is a broader keyword with higher search volume than your intended keyword, but likely has the same audience and ranking potential -- giving you more a valuable SEO opportunity when optimizing a particular blog post or webpage.
QUOTE: “Over time, we’ve seen sites try to maximize their “search footprint” without adding clear, unique value. These doorway campaigns manifest themselves as pages on a site, as a number of domains, or a combination thereof. To improve the quality of search results for our users, we’ll soon launch a ranking adjustment to better address these types of pages. Sites with large and well-established doorway campaigns might see a broad impact from this change.” Google 2015
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.
The audit is for all pages and not only one. What happens in the majority of the cases is that pages / posts have similarities so you can group them together. For example the pages of a website may be ok but the blog post pages may be missing titles. It’s a lot of work especially for a 500 pages website but you can start from the most important pages first and work your way to the rest
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