Important: The Lowest rating is appropriate if all or almost all of the MC on the page is copied with little or no time, effort, expertise, manual curation, or added value for users. Such pages should be rated Lowest, even if the page assigns credit for the content to another source. Important: The Lowest rating is appropriate if all or almost all of the MC on the page is copied with little or no time, effort, expertise, manual curation, or added value for users. Such pages should be rated Lowest, even if the page assigns credit for the content to another source.
When referring to the homepage, a trailing slash after the hostname is optional since it leads to the same content ("https://example.com/" is the same as "https://example.com"). For the path and filename, a trailing slash would be seen as a different URL (signaling either a file or a directory), for example, "https://example.com/fish" is not the same as "https://example.com/fish/".

SEO is the practice of optimizing websites to make them reach a high position in Google’s – or another search engine’s – search results. At Yoast, we believe that holistic SEO is the best way to rank your website because you focus on making every aspect of your site awesome. Don’t use any black-hat SEO tricks, because eventually, this will have negative consequences for your rankings. Instead, practice sustainable SEO, with your user in mind, and you will benefit in the long run.

Smartphone - In this document, "mobile" or “mobile devices" refers to smartphones, such as devices running Android, iPhone, or Windows Phone. Mobile browsers are similar to desktop browsers in that they can render a broad set of the HTML5 specification, although their screen size is smaller and in almost all cases their default orientation is vertical.


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.”
As of 2009, there are only a few large markets where Google is not the leading search engine. In most cases, when Google is not leading in a given market, it is lagging behind a local player. The most notable example markets are China, Japan, South Korea, Russia and the Czech Republic where respectively Baidu, Yahoo! Japan, Naver, Yandex and Seznam are market leaders.
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
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

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.
If you are improving user experience by focusing primarily on the quality of the MC of your pages and avoiding – even removing – old-school SEO techniques – those certainly are positive steps to getting more traffic from Google in 2019 – and the type of content performance Google rewards is in the end largely at least about a satisfying user experience.

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
TASK – If running a blog, first, clean it up. To avoid creating pages that might be considered thin content in 6 months, consider planning a wider content strategy. If you publish 30 ‘thinner’ pages about various aspects of a topic, you can then fold all this together in a single topic page centred page helping a user to understand something related to what you sell.
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.

A poor 404 page and user interaction with it, can only lead to a ‘poor user experience’ signal at Google’s end, for a number of reasons. I will highlight a poor 404 page in my audits and actually programmatically look for signs of this issue when I scan a site. I don’t know if Google looks at your site that way to rate it e.g. algorithmically determines if you have a good 404 page – or if it is a UX factor, something to be taken into consideration further down the line – or purely to get you thinking about 404 pages (in general) to help prevent Google wasting resources indexing crud pages and presenting poor results to searchers. I think rather that any rating would be a second order scoring including data from user activity on the SERPs – stuff we as SEO can’t see.
By relying so much on factors such as keyword density which were exclusively within a webmaster's control, early search engines suffered from abuse and ranking manipulation. To provide better results to their users, search engines had to adapt to ensure their results pages showed the most relevant search results, rather than unrelated pages stuffed with numerous keywords by unscrupulous webmasters. This meant moving away from heavy reliance on term density to a more holistic process for scoring semantic signals.[13] Since the success and popularity of a search engine is determined by its ability to produce the most relevant results to any given search, poor quality or irrelevant search results could lead users to find other search sources. Search engines responded by developing more complex ranking algorithms, taking into account additional factors that were more difficult for webmasters to manipulate. In 2005, an annual conference, AIRWeb (Adversarial Information Retrieval on the Web), was created to bring together practitioners and researchers concerned with search engine optimization and related topics.[14]
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.
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).
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: “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
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.
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.
As of 2009, there are only a few large markets where Google is not the leading search engine. In most cases, when Google is not leading in a given market, it is lagging behind a local player. The most notable example markets are China, Japan, South Korea, Russia and the Czech Republic where respectively Baidu, Yahoo! Japan, Naver, Yandex and Seznam are market leaders.
In short, nobody is going to advise you to create a poor UX, on purpose, in light of Google’s algorithms and human quality raters who are showing an obvious interest in this stuff. Google is rating mobile sites on what it classes is frustrating UX – although on certain levels what Google classes as ‘UX’ might be quite far apart from what a UX professional is familiar with in the same ways as Google’s mobile rating tools differ from, for instance,  W3c Mobile testing tools.
Google will INDEX perhaps 1000s of characters in a title… but I don’t think anyone knows exactly how many characters or words Google will count AS a TITLE TAG when determining RELEVANCE OF A DOCUMENT for ranking purposes. It is a very hard thing to try to isolate accurately with all the testing and obfuscation Google uses to hide it’s ‘secret sauce’. I have had ranking success with longer titles – much longer titles. Google certainly reads ALL the words in your page title (unless you are spamming it silly, of course).

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.
Link text is the visible text inside a link. This text tells users and Google something about the page you're linking to. Links on your page may be internal—pointing to other pages on your site—or external—leading to content on other sites. In either of these cases, the better your anchor text is, the easier it is for users to navigate and for Google to understand what the page you're linking to is about.
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]
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]

As of 2009, there are only a few large markets where Google is not the leading search engine. In most cases, when Google is not leading in a given market, it is lagging behind a local player. The most notable example markets are China, Japan, South Korea, Russia and the Czech Republic where respectively Baidu, Yahoo! Japan, Naver, Yandex and Seznam are market leaders.


The reality in 2019 is that if Google classifies your duplicate content as THIN content, or MANIPULATIVE BOILER-PLATE or NEAR DUPLICATE ‘SPUN’ content, then you probably DO have a severe problem that violates Google’s website performance recommendations and this ‘violation’ will need ‘cleaned’ up – if – of course – you intend to rank high in Google.
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.
SEO stands for ‘Search Engine Optimization’. It’s the practice of optimizing your web pages to make them reach a high position in the search results of Google or other search engines. SEO focuses on improving the rankings in the organic – aka non paid – search results. If you have a website and you want to get more traffic, it should be part of your marketing efforts. Here, I’ll explain what SEO is and how we approach it at Yoast.
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