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."

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: “Starting April 21 (2015), we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high-quality search results that are optimized for their devices”. GOOGLE
While most of the links to your site will be added gradually, as people discover your content through search or other ways and link to it, Google understands that you'd like to let others know about the hard work you've put into your content. Effectively promoting your new content will lead to faster discovery by those who are interested in the same subject. As with most points covered in this document, taking these recommendations to an extreme could actually harm the reputation of your site.

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
Sometimes, Google turns up the dial on demands on ‘quality’, and if your site falls short, a website traffic crunch is assured. Some sites invite problems ignoring Google’s ‘rules’ and some sites inadvertently introduce technical problems to their site after the date of a major algorithm update and are then impacted negatively by later refreshes of the algorithm.
If you want to *ENSURE* your FULL title tag shows in the desktop UK version of Google SERPs, stick to a shorter title of between 55-65 characters but that does not mean your title tag MUST end at 55 characters and remember your mobile visitors see a longer title (in the UK, in January 2018). What you see displayed in SERPs depends on the characters you use. In 2019 – I just expect what Google displays to change – so I don’t obsess about what Google is doing in terms of display. See the tests later on in this article.

QUOTE: ‘To make our results more useful, we’ve begun experiments to make our index mobile-first. Although our search index will continue to be a single index of websites and apps, our algorithms will eventually primarily use the mobile version of a site’s content to rank pages from that site, to understand structured data, and to show snippets from those pages in our results. Of course, while our index will be built from mobile documents, we’re going to continue to build a great search experience for all users, whether they come from mobile or desktop devices.
A breadcrumb is a row of internal links at the top or bottom of the page that allows visitors to quickly navigate back to a previous section or the root page. Many breadcrumbs have the most general page (usually the root page) as the first, leftmost link and list the more specific sections out to the right. We recommend using breadcrumb structured data markup28 when showing breadcrumbs.
The actual content of your page itself is, of course, very important. Different types of pages will have different “jobs” – your cornerstone content asset that you want lots of folks to link to needs to be very different than your support content that you want to make sure your users find and get an answer from quickly. That said, Google has been increasingly favoring certain types of content, and as you build out any of the pages on your site, there are a few things to keep in mind:
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.

Think about how Google can algorithmically and manually determine the commercial intent of your website – think about the signals that differentiate a real small business website from a website created JUST to send visitors to another website with affiliate links, on every page, for instance; or adverts on your site, above the fold, etc, can be a clear indicator of a webmaster’s particular commercial intent – hence why Google has a Top Heavy Algorithm.
QUOTE: “We are a health services comparison website…… so you can imagine that for the majority of those pages the content that will be presented in terms of the clinics that will be listed looking fairly similar right and the same I think holds true if you look at it from the location …… we’re conscious that this causes some kind of content duplication so the question is is this type … to worry about? “
I think ranking in organic listings is a lot about trusted links making trusted pages rank, making trusted links making trusted pages rank ad nauseam for various keywords. Some pages can pass trust to another site; some pages cannot. Some links can. Some cannot. Some links are trusted enough to pass ranking signals to another page. Some are not. YOU NEED LINKS FROM TRUSTED PAGES IF YOU WANT TO RANK AND AVOID PENALTIES & FILTERS.
As an Internet marketing strategy, SEO considers how search engines work, the computer-programmed algorithms that dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. SEO is performed because a website will receive more visitors from a search engine the higher the website ranks in the search engine results page (SERP). These visitors can then be converted into customers.[4]
QUOTE: “We are a health services comparison website…… so you can imagine that for the majority of those pages the content that will be presented in terms of the clinics that will be listed looking fairly similar right and the same I think holds true if you look at it from the location …… we’re conscious that this causes some kind of content duplication so the question is is this type … to worry about? “
Because someone who is looking for something that specific is probably a much more qualified searcher for your product or service (presuming you're in the blogging space) than someone looking for something really generic. And because long-tail keywords tend to be more specific, it's usually easier to tell what people who search for those keywords are really looking for. Someone searching for the head term "blogging," on the other hand, could be searching it for a whole host of reasons unrelated to your business.
Does this article have an excessive amount of ads that distract from or interfere with the main content? (OPTIMISE FOR SATISFACTION FIRST – CONVERSION SECOND – do not let the conversion get in the way of satisfying the INTENT of the page. For example – if you rank with INFORMATIONAL CONTENT with a purpose to SERVE those visitors – the visitor should land on your destination page and not be deviated from the PURPOSE of the page – and that was informational, in this example – to educate. SO – educate first – beg for social shares on those articles – and leave the conversion on Merit and slightly more subtle influences rather than massive banners or whatever that annoy users). We KNOW ads (OR DISTRACTING CALL TO ACTIONS) convert well at the top of articles – but Google says it is sometimes a bad user experience. You run the risk of Google screwing with your rankings as you optimise for conversion so be careful and keep everything simple and obvious.

Ever since its April 2015 update, Google is now taking the user's mobile experience into consideration in its search results. This means that when a user is doing a search on a mobile device, Google's search results will favor websites that are mobile friendly over the ones that aren't. If you want to capture that mobile search audience, you will need to have a mobile version of your website in addition to your desktop version.
QUOTE: “I’ve got a slide here where I show I think 8 different URLs you know every single one of these URLs could return completely different content in practice we as humans whenever we look at ‘www.example.com’ or just regular ‘example.com’ or example.com/index or example.com/home.asp we think of it as the same page and in practice it usually is the same page so technically it doesn’t have to be but almost always web servers will return the same content for like these 8 different versions of the URL so that can cause a lot of problems in search engines if rather than having your backlinks all go to one page instead it’s split between (the versions) and it’s a really big headache….how do people fix this well …. the canonical link element” Matt Cutts, Google

Keyword analysis. From nomination, further identify a targeted list of key­words and phrases. Review competitive lists and other pertinent industry sources. Use your preliminary list to determine an indicative number of recent search engine queries and how many websites are competing for each key­word. Prioritize keywords and phrases, plurals, singulars and misspellings. (If search users commonly misspell a keyword, you should identify and use it). Please note that Google will try to correct the term when searching, so use this with care.
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