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QUOTE: “I think there is probably a misunderstanding that there’s this one site-wide number that Google keeps for all websites and that’s not the case.  We look at lots of different factors and there’s not just this one site-wide quality score that we look at. So we try to look at a variety of different signals that come together, some of them are per page, some of them are more per site, but it’s not the case where there’s one number and it comes from these five pages on your website.” John Mueller, Google
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.
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]
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
QUOTE: “7.4.3 Automatically ­Generated Main Content Entire websites may be created by designing a basic template from which hundreds or thousands of pages are created, sometimes using content from freely available sources (such as an RSS feed or API). These pages are created with no or very little time, effort, or expertise, and also have no editing or manual curation. Pages and websites made up of auto­generated content with no editing or manual curation, and no original content or value added for users, should be rated Lowest.” Google Search Quality Evaluator Guidelines 2017
Search engine optimization (SEO) is often about making small modifications to parts of your website. When viewed individually, these changes might seem like incremental improvements, but when combined with other optimizations, they could have a noticeable impact on your site's user experience and performance in organic search results. You're likely already familiar with many of the topics in this guide, because they're essential ingredients for any web page, but you may not be making the most out of them.
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).
Note that Google is pretty good these days at removing any special characters you have in your page title – and I would be wary of trying to make your title or Meta Description STAND OUT using special characters. That is not what Google wants, evidently, and they do give you a further chance to make your search snippet stand out with RICH SNIPPETS and SCHEMA mark-up.
QUOTE: “So if you have different parts of your website and they’re on different subdomains that’s that’s perfectly fine that’s totally up to you and the way people link across these different subdomains is really up to you I guess one of the tricky aspects there is that we try to figure out what belongs to a website and to treat that more as a single website and sometimes things on separate subdomains are like a single website and sometimes they’re more like separate websites for example on on blogger all of the subdomains are essentially completely separate websites they’re not related to each other on the other hand other websites might have different subdomains and they just use them for different parts of the same thing so maybe for different country versions maybe for different language versions all of that is completely normal.” John Mueller 2017
QUOTE:  “Tell visitors clearly that the page they’re looking for can’t be found. Use language that is friendly and inviting. Make sure your 404 page uses the same look and feel (including navigation) as the rest of your site. Consider adding links to your most popular articles or posts, as well as a link to your site’s home page. Think about providing a way for users to report a broken link. No matter how beautiful and useful your custom 404 page, you probably don’t want it to appear in Google search results. In order to prevent 404 pages from being indexed by Google and other search engines, make sure that your webserver returns an actual 404 HTTP status code when a missing page is requested.” Google, 2018
Submit website to directories (limited use). Professional search marketers don’t sub­mit the URL to the major search engines, but it’s possible to do so. A better and faster way is to get links back to your site naturally. Links get your site indexed by the search engines. However, you should submit your URL to directories such as Yahoo! (paid), Business.com (paid) and DMOZ (free). Some may choose to include AdSense (google.com/adsense) scripts on a new site to get their Google Media bot to visit. It will likely get your pages indexed quickly.
Anchor Text is the visible text on a link or button that you can click on. Google uses this text to determine what the linked page is about. For example, if you set "Learn More About Bike Repairs" as the Anchor Text for the link that goes to your repairs page, it tells Google that the linked page is most likely about bike repairs. When building your site with our site builder, make your Anchor Text as descriptive as possible and avoid using generic Anchor Text like "Click Here" as this doesn't help Google categorize your pages whatsoever.
Inclusion in Google's search results is free and easy; you don't even need to submit your site to Google. Google is a fully automated search engine that uses web crawlers to explore the web constantly, looking for sites to add to our index. In fact, the vast majority of sites listed in our results aren't manually submitted for inclusion, but found and added automatically when we crawl the web. Learn how Google discovers, crawls, and serves web pages.3
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