The SEO starter guide describes much of what your SEO will do for you. Although you don't need to know this guide well yourself if you're hiring a professional to do the work for you, it is useful to be familiar with these techniques, so that you can be aware if an SEO wants to use a technique that is not recommended or, worse, strongly discouraged.
Note that Google is pretty good these days at removing any special characters you have in your page title – and I would be wary of trying to make your title or Meta Description STAND OUT using special characters. That is not what Google wants, evidently, and they do give you a further chance to make your search snippet stand out with RICH SNIPPETS and SCHEMA mark-up.
QUOTE: “In place of a pop-up try a full-screen inline ad. It offers the same amount of screen real estate as pop-ups without covering up any content. Fixing the problem depends on the issue you have for example if it’s a pop-up you’ll need to remove all the pop-up ads from your site but if the issue is high ad density on a page you’ll need to reduce the number of ads” Google, 2017
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.
Keep resources crawlable. Blocking page resources can give Google an incomplete picture of your website. This often happens when your robots.txt file is blocking access to some or all of your page resources. If Googlebot doesn't have access to a page's resources, such as CSS, JavaScript, or images, we may not detect that it's built to display and work well on a mobile browser. In other words, we may not detect that the page is "mobile-friendly," and therefore not properly serve it to mobile searchers.
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:
While Google never sells better ranking in our search results, several other search engines combine pay-per-click or pay-for-inclusion results with their regular web search results. Some SEOs will promise to rank you highly in search engines, but place you in the advertising section rather than in the search results. A few SEOs will even change their bid prices in real time to create the illusion that they "control" other search engines and can place themselves in the slot of their choice. This scam doesn't work with Google because our advertising is clearly labeled and separated from our search results, but be sure to ask any SEO you're considering which fees go toward permanent inclusion and which apply toward temporary advertising.
Google has a LONG list of technical requirements it advises you meet, on top of all the things it tells you NOT to do to optimise your website. Meeting Google’s technical guidelines is no magic bullet to success – but failing to meet them can impact your rankings in the long run – and the odd technical issue can actually severely impact your entire site if rolled out across multiple pages.

When Googlebot crawls a page, it should see the page the same way an average user does15. For optimal rendering and indexing, always allow Googlebot access to the JavaScript, CSS, and image files used by your website. If your site's robots.txt file disallows crawling of these assets, it directly harms how well our algorithms render and index your content. This can result in suboptimal rankings.


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 depth of your articles impresses and amazes me. I love all the specific examples and tool recommendations. You discuss the importance of backlinks. How important is it to use a tool to list you on directories (Yext, Moz Local, Synup or JJUMP)? Will Google penalize you for listing on unimportant directories? Is it better to avoid these tools and get backlinks one at a time and avoid all but a few key directories?
But essentially the idea there is that this is a good representative of the the content from your website and that’s all that we would show to users on the other hand if someone is specifically looking for let’s say dental bridges in Dublin then we’d be able to show the appropriate clinic that you have on your website that matches that a little bit better so we’d know dental bridges is something that you have a lot on your website and Dublin is something that’s unique to this specific page so we’d be able to pull that out and to show that to the user like that so from a pure content duplication point of view that’s not really something I totally worry about.
For example, let's say the keyword difficulty of a particular term is in the 80s and 90s in the top five spots on a particular search results page. Then, in positions 6-9, the difficulty scores drop down into the 50s and 60s. Using that difficulty score, a business can begin targeting that range of spots and running competitive analysis on the pages to see who your website could knock out of their spot.
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.
Moreover: if you don’t have to, don’t change your URLs. Even if your URLs aren’t “pretty,” if you don’t feel as though they’re negatively impacting users and your business in general, don’t change them to be more keyword focused for “better SEO.” If you do have to change your URL structure, make sure to use the proper (301 permanent) type of redirect. This is a common mistake businesses make when they redesign their websites.
I think it makes sense to have unique content as much as possible on these pages but it’s not not going to like sync the whole website if you don’t do that we don’t penalize a website for having this kind of deep duplicate content and kind of going back to the first thing though with regards to doorway pages that is something I definitely look into to make sure that you’re not running into that so in particular if this is like all going to the same clinic and you’re creating all of these different landing pages that are essentially just funneling everyone to the same clinic then that could be seen as a doorway page or a set of doorway pages on our side and it could happen that the web spam team looks at that and says this is this is not okay you’re just trying to rank for all of these different variations of the keywords and the pages themselves are essentially all the same and they might go there and say we need to take a manual action and remove all these pages from search so that’s kind of one thing to watch out for in the sense that if they are all going to the same clinic then probably it makes sense to create some kind of a summary page instead whereas if these are going to two different businesses then of course that’s kind of a different situation it’s not it’s not a doorway page situation.”
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.

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.
The SEO tools in this roundup provide tremendous digital marketing value for businesses, but it's important not to forget that we're living in Google's world under Google's constantly evolving rules. Oh and don't forget to check the tracking data on Bing now and again, either. Google's the king with over 90 percent of worldwide internet search, according to StatCounter, but the latest ComScore numbers have Bing market share sitting at 23 percent. Navigable news and more useful results pages make Bing a viable choice in the search space as well.
Websites that have extremely negative or malicious reputations. Also use the Lowest rating for violations of the Google Webmaster Quality Guidelines. Finally, Lowest+ may be used both for pages with many low-quality characteristics and for pages whose lack of a single Page Quality characteristic makes you question the true purpose of the page. Important: Negative reputation is sufficient reason to give a page a Low quality rating. Evidence of truly malicious or fraudulent behavior warrants the Lowest rating.
Searching Google.com in an incognito window will bring up that all-familiar list of autofill options, many of which can help guide your keyword research. The incognito ensures that any customized search data Google stores when you’re signed in gets left out. Incognito may also be helpful to see where you truly rank on a results page for a certain term.
QUOTE: “high quality content is something I’d focus on. I see lots and lots of SEO blogs talking about user experience, which I think is a great thing to focus on as well. Because that essentially kind of focuses on what we are trying to look at as well. We want to rank content that is useful for (Google users) and if your content is really useful for them, then we want to rank it.” John Mueller, Google 2016
If you link out to irrelevant sites, Google may ignore the page, too – but again, it depends on the site in question. Who you link to, or HOW you link to, REALLY DOES MATTER – I expect Google to use your linking practices as a potential means by which to classify your site. Affiliate sites, for example, don’t do well in Google these days without some good quality backlinks and higher quality pages.

Search engine optimization (SEO) is often about making small modifications to parts of your website. When viewed individually, these changes might seem like incremental improvements, but when combined with other optimizations, they could have a noticeable impact on your site's user experience and performance in organic search results. You're likely already familiar with many of the topics in this guide, because they're essential ingredients for any web page, but you may not be making the most out of them.
An authority website is a site that is trusted by its users, the industry it operates in, other websites and search engines. Traditionally a link from an authority website is very valuable, as it’s seen as a vote of confidence. The more of these you have, and the higher quality content you produce, the more likely your own site will become an authority too.

An SEO technique is considered white hat if it conforms to the search engines' guidelines and involves no deception. As the search engine guidelines[18][19][52] are not written as a series of rules or commandments, this is an important distinction to note. White hat SEO is not just about following guidelines but is about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see. White hat advice is generally summed up as creating content for users, not for search engines, and then making that content easily accessible to the online "spider" algorithms, rather than attempting to trick the algorithm from its intended purpose. White hat SEO is in many ways similar to web development that promotes accessibility,[53] although the two are not identical.
Ask for explanations if something is unclear. If an SEO creates deceptive or misleading content on your behalf, such as doorway pages or "throwaway" domains, your site could be removed entirely from Google's index. Ultimately, you are responsible for the actions of any companies you hire, so it's best to be sure you know exactly how they intend to "help" you. If an SEO has FTP access to your server, they should be willing to explain all the changes they are making to your site.

Having a different description meta tag for each page helps both users and Google, especially in searches where users may bring up multiple pages on your domain (for example, searches using the site: operator). If your site has thousands or even millions of pages, hand-crafting description meta tags probably isn't feasible. In this case, you could automatically generate description meta tags based on each page's content.


QUOTE: “Supplementary Content contributes to a good user experience on the page, but does not directly help the page achieve its purpose. SC is created by Webmasters and is an important part of the user experience. One common type of SC is navigation links which allow users to visit other parts of the website. Note that in some cases, content behind tabs may be considered part of the SC of the page.” Google Search Quality Evaluator Guidelines 2017
At Yoast, we practice what we call ‘holistic SEO‘. This means that your primary goal should be to build and maintain the best possible website. Don’t try to fool Google, but use a sustainable long-term strategy. Ranking will come automatically if your website is of extremely high quality. Google wants to get its users to the right place, as its mission is to index all the world’s online information and make it universally accessible and useful.

Your article reaches me at just the perfect time. I’ve been working on getting back to blogging and have been at it for almost a month now. I’ve been fixing SEO related stuff on my blog and after reading this article (by the way is way too long for one sitting) I’m kind of confused. I’m looking at bloggers like Darren Rowse, Brian Clark, and so many other bloggers who use blogging or their blogs as a platform to educate their readers more than thinking about search rankings (but I’m sure they do).
Brian, I have a burning question regarding keyword placement and frequency. You wrote: “Use the key in the first 100 words … “. What else? I use Yoast and a WDF*IDF semantic analysis tool to check the content of the top10 rankings. Pretty often I have the feeling I overdo it, although Yoast and WDF/IDF told me I use the focus keyword not often enough.

However, we do expect websites of large companies and organizations to put a great deal of effort into creating a good user experience on their website, including having helpful SC. For large websites, SC may be one of the primary ways that users explore the website and find MC, and a lack of helpful SC on large websites with a lot of content may be a reason for a Low rating.


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.
QUOTE: “To summarize, a lack of helpful SC may be a reason for a Low quality rating, depending on the purpose of the page and the type of website. We have different standards for small websites which exist to serve their communities versus large websites with a large volume of webpages and content. For some types of “webpages,” such as PDFs and JPEG files, we expect no SC at all.” Google Search Quality Evaluator Guidelines 2017

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.

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.
Many blogging software packages automatically nofollow user comments, but those that don't can most likely be manually edited to do this. This advice also goes for other areas of your site that may involve user-generated content, such as guest books, forums, shout-boards, referrer listings, etc. If you're willing to vouch for links added by third parties (for example, if a commenter is trusted on your site), then there's no need to use nofollow on links; however, linking to sites that Google considers spammy can affect the reputation of your own site. The Webmaster Help Center has more tips on avoiding comment spam40, for example by using CAPTCHAs and turning on comment moderation.
I’ve got by, by thinking external links to other sites should probably be on single pages deeper in your site architecture, with the pages receiving all your Google Juice once it’s been “soaked up” by the higher pages in your site structure (the home page, your category pages). This tactic is old school but I still follow it. I don’t need to think you need to worry about that, too much, in 2019.
At Yoast, we practice what we call ‘holistic SEO‘. This means that your primary goal should be to build and maintain the best possible website. Don’t try to fool Google, but use a sustainable long-term strategy. Ranking will come automatically if your website is of extremely high quality. Google wants to get its users to the right place, as its mission is to index all the world’s online information and make it universally accessible and useful.

Awesome blog post. But I did not understand the logic behind ghost posts. could you please give more clarifications? Is it like just because the new post was published on the 4th page and not on the top of the feed, Google would give higher rankings?. And is the correlation between SEO & promoting content with facebook ads and getting traffic?. Does Getting social traffic from paid social ads improves the organic rankings?.
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