Website owners recognized the value of a high ranking and visibility in search engine results,[6] creating an opportunity for both white hat and black hat SEO practitioners. According to industry analyst Danny Sullivan, the phrase "search engine optimization" probably came into use in 1997. Sullivan credits Bruce Clay as one of the first people to popularize the term.[7] On May 2, 2007,[8] Jason Gambert attempted to trademark the term SEO by convincing the Trademark Office in Arizona[9] that SEO is a "process" involving manipulation of keywords and not a "marketing service."

You likely have a few keywords in mind that you would like to rank for. These will be things like your products, services, or other topics your website addresses, and they are great seed keywords for your research, so start there! You can enter those keywords into a keyword research tool to discover average monthly search volume and similar keywords. We’ll get into search volume in greater depth in the next section, but during the discovery phase, it can help you determine which variations of your keywords are most popular amongst searchers.


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.
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
Redirecting is the act of sending a user to a different URL than the one initially requested. There are many good reasons to redirect from one URL to another, for example, when a website moves to a new address. However, some redirects are designed to deceive search engines and users. These are a very poor user experience, and users may feel tricked or confused. We will call these “sneaky redirects.” Sneaky redirects are deceptive and should be rated Lowest.
Good news for web designers, content managers and search engine optimisers! ” Google clearly states, “If the website feels inadequately updated and inadequately maintained for its purpose, the Low rating is probably warranted.” although does stipulate again its horses for courses…..if everybody else is crap, then you’ll still fly – not much of those SERPs about these days.
Learn the ins and outs of optimizing a website, from conducting an initial audit to presenting your findings and recommendations. Hands-on activities include learning how to select and apply appropriate keywords throughout a website, incorporating keyword research in a content marketing strategy, and optimizing a site for local search. You will also learn strategies for setting goals and client/stakeholder expectations, building effective analytics and reports, and communicating SEO improvements.
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?
Moz Keyword Explorer - Input a keyword in Keyword Explorer and get information like monthly search volume and SERP features (like local packs or featured snippets) that are ranking for that term. The tool extracts accurate search volume data by using live clickstream data. To learn more about how we're producing our keyword data, check out Announcing Keyword Explorer.
Understanding the balance of terms that might be a little more difficult due to competition, versus those terms that are a little more realistic, will help you maintain a similar balance that the mix of long-tail and head terms allows. Remember, the goal is to end up with a list of keywords that provide some quick wins but also helps you make progress toward bigger, more challenging SEO goals.

QUOTE: “Keyword Stuffed” Main Content Pages may be created to lure search engines and users by repeating keywords over and over again, sometimes in unnatural and unhelpful ways. Such pages are created using words likely to be contained in queries issued by users. Keyword stuffing can range from mildly annoying to users, to complete gibberish. Pages created with the intent of luring search engines and users, rather than providing meaningful MC to help users, should be rated Lowest.” Google Search Quality Evaluator Guidelines 2017

It’s important to note that entire websites don’t rank for keywords — pages do. With big brands, we often see the homepage ranking for many keywords, but for most websites this isn’t usually the case. Many websites receive more organic traffic to pages other than the homepage, which is why it’s so important to diversify your website’s pages by optimizing each for uniquely valuable keywords.


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
In Chapter 2, we learned about SERP features. That background is going to help us understand how searchers want to consume information for a particular keyword. The format in which Google chooses to display search results depends on intent, and every query has a unique one. Google describes these intents in their Quality Rater Guidelines as either “know” (find information), “do” (accomplish a goal), “website” (find a specific website), or “visit-in-person” (visit a local business).
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.
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.
QUOTE: “They follow the forms you gather data you do so and so and so forth but they don’t get any laws they don’t haven’t found out anything they haven’t got anywhere yet maybe someday they will but it’s not very well developed but what happens is an even more mundane level we get experts on everything that sound like this sort of scientific expert they they’re not scientist is a typewriter and they make up something.”  Richard Feynman, Physicist

When optimising a title, you are looking to rank for as many terms as possible, without keyword stuffing your title. Often, the best bet is to optimise for a particular phrase (or phrases) – and take a more long-tail approach. Note that too many page titles and not enough actual page text per page could lead to doorway page type situations. A highly relevant unique page title is no longer enough to float a page with thin content. Google cares WAY too much about the page text content these days to let a good title hold up a thin page on most sites.

Google is a link-based search engine. Google doesn’t need content to rank pages but it needs content to give to users. Google needs to find content and it finds content by following links just like you do when clicking on a link. So you need first to make sure you tell the world about your site so other sites link to yours. Don’t worry about reciprocating to more powerful sites or even real sites – I think this adds to your domain authority – which is better to have than ranking for just a few narrow key terms.


Your SEO keywords are the keywords and phrases in your web content that make it possible for people to find your site via search engines. A website that is well optimized for search engines "speaks the same language" as its potential visitor base with keywords for SEO that help connect searchers to your site. Keywords are one of the main elements of SEO.
Being ‘relevant’ comes down to keywords & key phrases – in domain names, URLs, Title Elements, the number of times they are repeated in text on the page, text in image alt tags, rich markup and importantly in keyword links to the page in question. If you are relying on manipulating hidden elements on a page to do well in Google, you’ll probably trigger spam filters. If it is ‘hidden’ in on-page elements – beware relying on it too much to improve your rankings.

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

The goal of successful SEO is to obtain a high-ranking placement in the search results page of a search engine (e.g. Google, Bing, Yahoo and other search engines). Internet users often do not click through pages and pages of search results, so where a site ranks in a search results page is essential for directing more traffic toward the site. The higher a website naturally ranks in organic results of a search, the greater the chance that that site will be visited by a user.
Google is all about ‘user experience’ and ‘visitor satisfaction’ in 2019 so it’s worth remembering that usability studies have shown that a good page title length is about seven or eight words long and fewer than 64 total characters. Longer titles are less scan-able in bookmark lists, and might not display correctly in many browsers (and of course probably will be truncated in SERPs).
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.
Google is a link-based search engine. Google doesn’t need content to rank pages but it needs content to give to users. Google needs to find content and it finds content by following links just like you do when clicking on a link. So you need first to make sure you tell the world about your site so other sites link to yours. Don’t worry about reciprocating to more powerful sites or even real sites – I think this adds to your domain authority – which is better to have than ranking for just a few narrow key terms.
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 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.

Website owners recognized the value of a high ranking and visibility in search engine results,[6] creating an opportunity for both white hat and black hat SEO practitioners. According to industry analyst Danny Sullivan, the phrase "search engine optimization" probably came into use in 1997. Sullivan credits Bruce Clay as one of the first people to popularize the term.[7] On May 2, 2007,[8] Jason Gambert attempted to trademark the term SEO by convincing the Trademark Office in Arizona[9] that SEO is a "process" involving manipulation of keywords and not a "marketing service."
QUOTE: “Another problem we were having was an issue with quality and this was particularly bad (we think of it as around 2008 2009 to 2011) we were getting lots of complaints about low-quality content and they were right. We were seeing the same low-quality thing but our relevance metrics kept going up and that’s because the low-quality pages can be very relevant. This is basically the definition of a content farm in our in our vision of the world so we thought we were doing great our numbers were saying we were doing great and we were delivering a terrible user experience and turned out we weren’t measuring what we needed to so what we ended up doing was defining an explicit quality metric which got directly at the issue of quality it’s not the same as relevance …. and it enabled us to develop quality related signals separate from relevant signals and really improve them independently so when the metrics missed something what ranking engineers need to do is fix the rating guidelines… or develop new metrics.” SMX West 2016 – How Google Works: A Google Ranking Engineer’s Story (VIDEO)
SEO is not an appropriate strategy for every website, and other Internet marketing strategies can be more effective, such as paid advertising through pay per click (PPC) campaigns, depending on the site operator's goals. Search engine marketing (SEM) is the practice of designing, running and optimizing search engine ad campaigns.[56] Its difference from SEO is most simply depicted as the difference between paid and unpaid priority ranking in search results. Its purpose regards prominence more so than relevance; website developers should regard SEM with the utmost importance with consideration to visibility as most navigate to the primary listings of their search.[57] A successful Internet marketing campaign may also depend upon building high quality web pages to engage and persuade, setting up analytics programs to enable site owners to measure results, and improving a site's conversion rate.[58] In November 2015, Google released a full 160 page version of its Search Quality Rating Guidelines to the public,[59] which revealed a shift in their focus towards "usefulness" and mobile search. In recent years the mobile market has exploded, overtaking the use of desktops, as shown in by StatCounter in October 2016 where they analyzed 2.5 million websites and found that 51.3% of the pages were loaded by a mobile device [60]. Google has been one of the companies that are utilizing the popularity of mobile usage by encouraging websites to use their Google Search Console, the Mobile-Friendly Test, which allows companies to measure up their website to the search engine results and how user-friendly it is.
Wow! This was so helpful to me. I am new to the blogging world and have been feeling really frustrated and discouraged because I lacked the knowledge of getting my post to rank in search engines. I know there is a lot more I still need to learn but this has layed a foundation for me. I am bookmarking it so I can return and read it again. Thank you for writing!

Google ranks websites (relevancy aside for a moment) by the number and quality of incoming links to a site from other websites (amongst hundreds of other metrics). Generally speaking, a link from a page to another page is viewed in Google “eyes” as a vote for that page the link points to. The more votes a page gets, the more trusted a page can become, and the higher Google will rank it – in theory. Rankings are HUGELY affected by how much Google ultimately trusts the DOMAIN the page is on. BACKLINKS (links from other websites – trump every other signal.)

The length of a title tag that Google will show will vary (it’s based on pixels, not character counts) but in general 55-60 characters is a good rule of thumb here. If possible you want to work in your core keyword, and if you can do it in a natural and compelling way, add some related modifiers around that term as well. Keep in mind though: the title tag will frequently be what a searcher sees in search results for your page. It’s the “headline” in organic search results, so you also want to take how clickable your title tag is into account.
QUOTE: “Shopping or financial transaction pages: webpages which allow users to make purchases, transfer money, pay bills, etc. online (such as online stores and online banking pages)…..We have very high Page Quality rating standards for YMYL pages because low-quality YMYL pages could potentially negatively impact users’ happiness, health, or wealth.“
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.
Google is looking for a “website that is well cared for and maintained” so you need to keep content management systems updated, check for broken image links and HTML links. If you create a frustrating user experience through sloppy website maintenance – expect that to be reflected in some way with a lower quality rating. Google Panda October 2014 went for e-commerce pages that were optimised ‘the old way’ and are now classed as ‘thin content’.
QUOTE: “I don’t think we even see what people are doing on your website if they’re filling out forms or not if they’re converting to actually buying something so if we can’t really see that then that’s not something that we’d be able to take into account anyway. So from my point of view that’s not something I’d really treat as a ranking factor. Of course if people are going to your website and they’re filling out forms or signing up for your service or for a newsletter then generally that’s a sign that you’re doing the right things.”. John Mueller, Google 2015
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.
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