The ranking of your website is partly decided by on-page factors. On-page SEO factors are all those things you can influence from within your actual website. These factors include technical aspects (e.g. the quality of your code and site speed) and content-related aspects, like the structure of your website or the quality of the copy on your website. These are all crucial on-page SEO factors.


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).
Google decides which pages on your site are important or most relevant. You can help Google by linking to your important pages and ensuring at least one page is well optimised amongst the rest of your pages for your desired key phrase. Always remember Google does not want to rank ‘thin’ pages in results – any page you want to rank – should have all the things Google is looking for. That’s a lot these days!
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]

In February 2011, Google announced the Panda update, which penalizes websites containing content duplicated from other websites and sources. Historically websites have copied content from one another and benefited in search engine rankings by engaging in this practice. However, Google implemented a new system which punishes sites whose content is not unique.[36] The 2012 Google Penguin attempted to penalize websites that used manipulative techniques to improve their rankings on the search engine.[37] Although Google Penguin has been presented as an algorithm aimed at fighting web spam, it really focuses on spammy links[38] by gauging the quality of the sites the links are coming from. The 2013 Google Hummingbird update featured an algorithm change designed to improve Google's natural language processing and semantic understanding of web pages. Hummingbird's language processing system falls under the newly recognized term of 'Conversational Search' where the system pays more attention to each word in the query in order to better match the pages to the meaning of the query rather than a few words [39]. With regards to the changes made to search engine optimization, for content publishers and writers, Hummingbird is intended to resolve issues by getting rid of irrelevant content and spam, allowing Google to produce high-quality content and rely on them to be 'trusted' authors.
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.
Ask for explanations if something is unclear. If an SEO creates deceptive or misleading content on your behalf, such as doorway pages or "throwaway" domains, your site could be removed entirely from Google's index. Ultimately, you are responsible for the actions of any companies you hire, so it's best to be sure you know exactly how they intend to "help" you. If an SEO has FTP access to your server, they should be willing to explain all the changes they are making to your site.
Forget whether or not to put your keyword in it, make it relevant to a searcher and write it for humans, not search engines. If you want to have this 20-word meta description which accurately describes the page you have optimised (for one or two keyword phrases) when people use Google to search, make sure the keyword is in there. There is more likelihood it will be used by Google as your snippet description in SERPs.
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]
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.
When would this be useful? If your site has a blog with public commenting turned on, links within those comments could pass your reputation to pages that you may not be comfortable vouching for. Blog comment areas on pages are highly susceptible to comment spam. Nofollowing these user-added links ensures that you're not giving your page's hard-earned reputation to a spammy site.

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.


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.
Structured data21 is code that you can add to your sites' pages to describe your content to search engines, so they can better understand what's on your pages. Search engines can use this understanding to display your content in useful (and eye-catching!) ways in search results. That, in turn, can help you attract just the right kind of customers for your business.
I do not obsess about site architecture as much as I used to…. but I always ensure my pages I want to be indexed are all available from a crawl from the home page – and I still emphasise important pages by linking to them where relevant. I always aim to get THE most important exact match anchor text pointing to the page from internal links – but I avoid abusing internals and avoid overtly manipulative internal links that are not grammatically correct, for instance..
Try and get links within page text pointing to your site with relevant, or at least, natural looking, keywords in the text link – not, for instance, in blogrolls or site-wide links. Try to ensure the links are not obviously “machine generated” e.g. site-wide links on forums or directories. Get links from pages, that in turn, have a lot of links to them, and you will soon see benefits.
We expect advertisements to be visible. However, you should not let the advertisements distract users or prevent them from consuming the site content. For example, advertisements, supplement contents, or interstitial pages (pages displayed before or after the content you are expecting) that make it difficult to use the website. Learn more about this topic.38
SEO may generate an adequate return on investment. However, search engines are not paid for organic search traffic, their algorithms change, and there are no guarantees of continued referrals. Due to this lack of guarantees and certainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors.[61] Search engines can change their algorithms, impacting a website's placement, possibly resulting in a serious loss of traffic. According to Google's CEO, Eric Schmidt, in 2010, Google made over 500 algorithm changes – almost 1.5 per day.[62] It is considered a wise business practice for website operators to liberate themselves from dependence on search engine traffic.[63] In addition to accessibility in terms of web crawlers (addressed above), user web accessibility has become increasingly important for SEO.

OBSERVATION – You can have the content and the links – but if your site falls short on even a single user satisfaction signal (even if it is picked up by the algorithm, and not a human reviewer) then your rankings for particular terms could collapse – OR – rankings can be held back – IF Google thinks your organisation, with its resources, or ‘reputation, should be delivering a better user experience to users.

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]
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