Keyword research tells you what topics people care about and, assuming you use the right SEO tool, how popular those topics actually are among your audience. The operative term here is topics -- by researching keywords that are getting a high volume of searches per month, you can identify and sort your content into topics that you want to create content on. Then, you can use these topics to dictate which keywords you look for and target.
Gain an understanding of search engine algorithms and how they affect organic search results and websites. Building on this knowledge, you’ll learn the key elements for creating an effective SEO strategy, including how to select keywords and perform keyword research; consumer psychology and search behavior; and how to conduct on-page SEO analysis to identify opportunities to improve a website’s search optimization.
In 2007, Google announced a campaign against paid links that transfer PageRank.[30] On June 15, 2009, Google disclosed that they had taken measures to mitigate the effects of PageRank sculpting by use of the nofollow attribute on links. Matt Cutts, a well-known software engineer at Google, announced that Google Bot would no longer treat any nofollow links, in the same way, to prevent SEO service providers from using nofollow for PageRank sculpting.[31] As a result of this change the usage of nofollow led to evaporation of PageRank. In order to avoid the above, SEO engineers developed alternative techniques that replace nofollowed tags with obfuscated JavaScript and thus permit PageRank sculpting. Additionally several solutions have been suggested that include the usage of iframes, Flash and JavaScript.[32]
Optimizing the page for keywords is quite simple if we follow the basics mentioned in this article. As said above, use keywords in URL, meta description, Title and headings. I think it doesn’t matter how many times we use keyword in a page, but where we use keywords matters. In the blog content we can use LSI keywords which are probably the best keyword ranking approach in 2018.
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.
Google engineers are building an AI – but it’s all based on simple human desires to make something happen or indeed to prevent something. You can work with Google engineers or against them. Engineers need to make money for Google but unfortunately for them, they need to make the best search engine in the world for us humans as part of the deal. Build a site that takes advantage of this. What is a Google engineer trying to do with an algorithm? I always remember it was an idea first before it was an algorithm. What was that idea? Think “like” a Google search engineer when making a website and give Google what it wants. What is Google trying to give its users? Align with that. What does Google not want to give its users? Don’t look anything like that. THINK LIKE A GOOGLE ENGINEER & BUILD A SITE THEY WANT TO GIVE TOP RANKINGS.
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.

There used to be a time where you could add a lot of keywords to your pages and posts, do some old-fashioned keyword stuffing, and you’d rank in search engines. But a text with a lot of the same keywords in it is not a pleasant read. And because users find this kind of copy terrible to read, Google finds it terrible too. That’s why ranking in Google by doing keyword stuffing, fortunately, became hard to do.
When Google trusts you it’s because you’ve earned its trust to help it satisfy its users in the quickest and most profitable way possible. You’ve helped Google achieve its goals. It trusts you and it will reward you with higher rankings. Google will list “friends” it trusts the most (who it knows to be reputable in a particular topic) at the top of SERPs.
Gain an understanding of search engine algorithms and how they affect organic search results and websites. Building on this knowledge, you’ll learn the key elements for creating an effective SEO strategy, including how to select keywords and perform keyword research; consumer psychology and search behavior; and how to conduct on-page SEO analysis to identify opportunities to improve a website’s search optimization.
While that theory is sound (when focused on a single page, when the intent is to deliver utility content to a Google user) using old school SEO techniques on especially a large site spread out across many pages seems to amplify site quality problems, after recent algorithm changes, and so this type of optimisation without keeping an eye on overall site quality is self-defeating in the long run.

The higher the search volume for a given keyword or keyword phrase, the more work is typically required to achieve higher rankings. This is often referred to as keyword difficulty and occasionally incorporates SERP features; for example, if many SERP features (like featured snippets, knowledge graph, carousels, etc) are clogging up a keyword’s result page, difficulty will increase. Big brands often take up the top 10 results for high-volume keywords, so if you’re just starting out on the web and going after the same keywords, the uphill battle for ranking can take years of effort.
While Google is on record as stating these quality raters do not directly influence where you rank (without more senior analysts making a call on the quality of your website, I presume?) – there are some things in this document, mostly of a user experience nature (UX) that all search engine optimisers and Webmasters of any kind should note going forward.
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.

When Google trusts you it’s because you’ve earned its trust to help it satisfy its users in the quickest and most profitable way possible. You’ve helped Google achieve its goals. It trusts you and it will reward you with higher rankings. Google will list “friends” it trusts the most (who it knows to be reputable in a particular topic) at the top of SERPs.
Keywords are as much about your audience as they are about your content, because you might describe what you offer in a slightly different way than some people ask for it. To create content that ranks well organically and drives visitors to your site, you need to understand the needs of those visitors — the language they use and the type of content they seek. You can do this by talking to your customers, frequenting forums and community groups, and doing your own keyword research with a tool like Keyword Explorer.
Comparing your Google Analytics data side by side with the dates of official algorithm updates is useful in diagnosing a site health issue or traffic drop. In the above example, a new client thought it was a switch to HTTPS and server downtime that caused the drop when it was actually the May 6, 2015, Google Quality Algorithm (originally called Phantom 2 in some circles) that caused the sudden drop in organic traffic – and the problem was probably compounded by unnatural linking practices. (This client did eventually receive a penalty for unnatural links when they ignored our advice to clean up).

So what are the rules of thumb here? First and foremost, it’s very important that your content is easy to read. Of course, you should use your keywords in your text, but don’t stuff your keywords in almost every sentence. In general, if 1 or 2% of all words of your copy, is your keyword, then you’re not overdoing it. Make sure your keywords are well-distributed throughout your text. Don’t put all your keywords in the first paragraph thinking you’re done with that part of the optimization. Naturally spread the keywords throughout your page or post. Use your keywords in a subheading or a couple of subheadings, depending on the length of your page or post. And use the keyword in your page title, first paragraph and your meta description. You can find all of these recommendations in the SEO analysis of Yoast SEO.
Some pages are designed to manipulate users into clicking on certain types of links through visual design elements, such as page layout, organization, link placement, font color, images, etc. We will consider these kinds of pages to have deceptive page design. Use the Lowest rating if the page is deliberately designed to manipulate users to click on Ads, monetized links, or suspect download links with little or no effort to provide helpful MC.
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 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.

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.
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