Don’t break Google’s trust – if your friend betrays you, depending on what they’ve done, they’ve lost trust. Sometimes that trust has been lost altogether. If you do something Google doesn’t like such as manipulate it in a way it doesn’t want, you will lose trust, and in some cases, lose all trust (in some areas). For instance, your pages might be able to rank, but your links might not be trusted enough to vouch for another site. DON’T FALL OUT WITH GOOGLE OVER SOMETHING STUPID
There are a lot of definitions of SEO (spelled Search engine optimisation in the UK, Australia and New Zealand, or search engine optimization in the United States and Canada) but organic SEO in 2019 is still mostly about getting free traffic from Google, the most popular search engine in the world (and almost the only game in town in the UK in 2019):
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
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.
Google, in many instances, would rather send long-tail search traffic, like users using mobile VOICE SEARCH, for instance, to high-quality pages ABOUT a concept/topic that explains relationships and connections between relevant sub-topics FIRST, rather than to only send that traffic to low-quality pages just because they have the exact phrase on the page.
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’.
If Google finds two identical pieces of content, whether on your own site, or on another you’re not even aware of, it will only index one of those pages. You should be aware of scraper sites, stealing your content automatically and republishing as your own. Here’s Graham Charlton’s thorough investigation on what to if your content ends up working better for somebody else.
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.
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.
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.
You’ll likely compile a lot of keywords. How do you know which to tackle first? It could be a good idea to prioritize high-volume keywords that your competitors are not currently ranking for. On the flip side, you could also see which keywords from your list your competitors are already ranking for and prioritize those. The former is great when you want to take advantage of your competitors’ missed opportunities, while the latter is an aggressive strategy that sets you up to compete for keywords your competitors are already performing well for.
Creating high quality content takes a significant amount of at least one of the following: time, effort, expertise, and talent/skill. Content should be factually accurate, clearly written, and comprehensive. So, for example, if you describe your page as a recipe, provide a complete recipe that is easy to follow, rather than just a set of ingredients or a basic description of the dish.
QUOTE: “If you want to stop spam, the most straight forward way to do it is to deny people money because they care about the money and that should be their end goal. But if you really want to stop spam, it is a little bit mean, but what you want to do, is sort of break their spirits. There are lots of Google algorithms specifically designed to frustrate spammers. Some of the things we do is give people a hint their site will drop and then a week or two later, their site actually does drop. So they get a little bit more frustrated. So hopefully, and we’ve seen this happen, people step away from the dark side and say, you know what, that was so much pain and anguish and frustration, let’s just stay on the high road from now on.” Matt Cutts, Google 2013
Google WILL classify your site when it crawls and indexes your site – and this classification can have a DRASTIC effect on your rankings. It’s important for Google to work out WHAT YOUR ULTIMATE INTENT IS – do you want to be classified as a thin affiliate site made ‘just for Google’, a domain holding page or a small business website with a real purpose? Ensure you don’t confuse Google in any way by being explicit with all the signals you can – to show on your website you are a real business, and your INTENT is genuine – and even more important today – FOCUSED ON SATISFYING A VISITOR.
In March 2006, KinderStart filed a lawsuit against Google over search engine rankings. KinderStart's website was removed from Google's index prior to the lawsuit, and the amount of traffic to the site dropped by 70%. On March 16, 2007, the United States District Court for the Northern District of California (San Jose Division) dismissed KinderStart's complaint without leave to amend, and partially granted Google's motion for Rule 11 sanctions against KinderStart's attorney, requiring him to pay part of Google's legal expenses.[70][71]
Linking to a page with actual key-phrases in the link help a great deal in all search engines when you want to feature for specific key terms. For example; “SEO Scotland” as opposed to https://www.hobo-web.co.uk or “click here“. Saying that – in 2019, Google is punishing manipulative anchor text very aggressively, so be sensible – and stick to brand mentions and plain URL links that build authority with less risk. I rarely ever optimise for grammatically incorrect terms these days (especially with links).
If you are using Responsive Web Design, use meta name="viewport" tag to tell the browser how to adjust the content. If you use Dynamic Serving, use the Vary HTTP header to signal your changes depending on the user-agent. If you are using separate URLs, signal the relationship between two URLs by tag with rel="canonical" and rel="alternate" elements.
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.
Optimizing a website may involve editing its content, adding content, and modifying HTML and associated coding to both increase its relevance to specific keywords and remove barriers to the indexing activities of search engines like Google ,Yahoo etc.[citation needed] Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. By May 2015, mobile search had surpassed desktop search.[3]
In March 2006, KinderStart filed a lawsuit against Google over search engine rankings. KinderStart's website was removed from Google's index prior to the lawsuit, and the amount of traffic to the site dropped by 70%. On March 16, 2007, the United States District Court for the Northern District of California (San Jose Division) dismissed KinderStart's complaint without leave to amend, and partially granted Google's motion for Rule 11 sanctions against KinderStart's attorney, requiring him to pay part of Google's legal expenses.[70][71]
Consider the length of your typical customer buying cycle. If your products and services have a short customer buying cycle, meaning your customers know what they want, search for it, and buy it, you may benefit from SEM ads that put your product right where customers will see it. Longer buying cycles, where customers research and compare for weeks or months, may not perform as well with SEM, as there isn’t an immediate buy after seeing one ad.
People are searching for any manner of things directly related to your business. Beyond that, your prospects are also searching for all kinds of things that are only loosely related to your business. These represent even more opportunities to connect with those folks and help answer their questions, solve their problems, and become a trusted resource for them.
I’ve always thought if you are serious about ranking – do so with ORIGINAL COPY. It’s clear – search engines reward good content it hasn’t found before. It indexes it blisteringly fast, for a start (within a second, if your website isn’t penalised!). So – make sure each of your pages has enough text content you have written specifically for that page – and you won’t need to jump through hoops to get it ranking.

Yes, you need to build links to your site to acquire more PageRank, or Google ‘juice’ – or what we now call domain authority or trust. Google is a link-based search engine – it does not quite understand ‘good’ or ‘quality’ content – but it does understand ‘popular’ content. It can also usually identify poor, or THIN CONTENT – and it penalises your site for that – or – at least – it takes away the traffic you once had with an algorithm change. Google doesn’t like calling actions the take a ‘penalty’ – it doesn’t look good. They blame your ranking drops on their engineers getting better at identifying quality content or links, or the inverse – low-quality content and unnatural links. If they do take action your site for paid links – they call this a ‘Manual Action’ and you will get notified about it in Webmaster Tools if you sign up.
It’s important to note that Google is responsible for the majority of the search engine traffic in the world. This may vary from one industry to another, but it’s likely that Google is the dominant player in the search results that your business or website would want to show up in, but the best practices outlined in this guide will help you to position your site and its content to rank in other search engines, as well.
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.
QUOTE: “The preferred domain is the one that you would liked used to index your site’s pages (sometimes this is referred to as the canonical domain). Links may point to your site using both the www and non-www versions of the URL (for instance, http://www.example.com and http://example.com). The preferred domain is the version that you want used for your site in the search results.” Google, 2018

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.


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.
Heading tags are the title elements that you can use to separate your text content. These headlines give search engines a better understanding of what your page is about. Plus, people tend to go through the headings first to see if your content is what they're looking for before actually reading it. So, you want to use headings to your advantage and make sure they're descriptive and explain what your content is about.
SEO techniques can be classified into two broad categories: techniques that search engine companies recommend as part of good design ("white hat"), and those techniques of which search engines do not approve ("black hat"). The search engines attempt to minimize the effect of the latter, among them spamdexing. Industry commentators have classified these methods, and the practitioners who employ them, as either white hat SEO, or black hat SEO.[50] White hats tend to produce results that last a long time, whereas black hats anticipate that their sites may eventually be banned either temporarily or permanently once the search engines discover what they are doing.[51]
At first glance, the Ads or SC appear to be MC. Some users may interact with Ads or SC, believing that the Ads or SC is the MC.Ads appear to be SC (links) where the user would expect that clicking the link will take them to another page within the same website, but actually take them to a different website. Some users may feel surprised or confused when clicking SC or links that go to a page on a completely different website.
Use common sense – Google is a search engine – it is looking for pages to give searchers results, 90% of its users are looking for information. Google itself WANTS the organic results full of information. Almost all websites will link to relevant information content so content-rich websites get a lot of links – especially quality links. Google ranks websites with a lot of links (especially quality links) at the top of its search engines so the obvious thing you need to do is ADD A LOT of INFORMATIVE CONTENT TO YOUR WEBSITE.

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.

The biggest advantage any one provider has over another is experience and resource. The knowledge of what doesn’t work and what will hurt your site is often more valuable than knowing what will give you a short-lived boost. Getting to the top of Google is a relatively simple process. One that is constantly in change. Professional SEO is more a collection of skills, methods and techniques. It is more a way of doing things, than a one-size-fits-all magic trick.


At first glance, the Ads or SC appear to be MC. Some users may interact with Ads or SC, believing that the Ads or SC is the MC.Ads appear to be SC (links) where the user would expect that clicking the link will take them to another page within the same website, but actually take them to a different website. Some users may feel surprised or confused when clicking SC or links that go to a page on a completely different website.
QUOTE: “Sitemaps are an easy way for webmasters to inform search engines about pages on their sites that are available for crawling. In its simplest form, a Sitemap is an XML file that lists URLs for a site along with additional metadata about each URL (when it was last updated, how often it usually changes, and how important it is, relative to other URLs in the site) so that search engines can more intelligently crawl the site.”

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
Google asks quality raters to investigate your reputation by searching “giving the example [“ibm.com” reviews –site:ibm.com]: A search on Google for reviews of “ibm.com” which excludes pages on ibm.com.” – So I would do that search yourself and judge for yourself what your reputation is. Very low ratings on independent websites could play a factor in where you rank in the future – ” with Google stating clearly “very low ratings on the BBB site to be evidence for a negative reputation“. Other sites mentioned to review your business include YELP and Amazon. Often – using rich snippets containing schema.org information – you can get Google to display user ratings in the actual SERPs. I noted you can get ‘stars in SERPs’ within two days after I added the code (March 2014).
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.
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.

For example, let’s say you were running the website of an online pet store. You might be wise to create one keyword grouping for all your dog-related products, then one for all of your parakeet-related projects, etc. The next step would be to segment each individual group into smaller subgroups (parakeet cages, parakeet toys, parakeet snacks) and then even smaller groups for each type of product (low-fat parakeet snacks, luxury parakeet snacks… you get the idea). Now your pet store can create individual pages optimized for each small keyword group.
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.
How do you figure out what keywords your competitors are ranking for, you ask? Aside from manually searching for keywords in an incognito browser and seeing what positions your competitors are in, SEMrush allows you to run a number of free reports that show you the top keywords for the domain you enter. This is a quick way to get a sense of the types of terms your competitors are ranking for.

In March 2006, KinderStart filed a lawsuit against Google over search engine rankings. KinderStart's website was removed from Google's index prior to the lawsuit, and the amount of traffic to the site dropped by 70%. On March 16, 2007, the United States District Court for the Northern District of California (San Jose Division) dismissed KinderStart's complaint without leave to amend, and partially granted Google's motion for Rule 11 sanctions against KinderStart's attorney, requiring him to pay part of Google's legal expenses.[70][71]
For me, when SEO is more important than branding, the company name goes at the end of the tag, and I use a variety of dividers to separate as no one way performs best. If you have a recognisable brand – then there is an argument for putting this at the front of titles – although Google often will change your title dynamically – sometimes putting your brand at the front of your snippet link title itself. I often leave out branding. There is no one size fits all approach as the strategy will depend on the type of page you are working with.

Another example when the “nofollow" attribute can come handy are widget links. If you are using a third party's widget to enrich the experience of your site and engage users, check if it contains any links that you did not intend to place on your site along with the widget. Some widgets may add links to your site which are not your editorial choice and contain anchor text that you as a webmaster may not control. If removing such unwanted links from the widget is not possible, you can always disable them with “nofollow" attribute. If you create a widget for functionality or content that you provide, make sure to include the nofollow on links in the default code snippet.

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