At first glance, the Ads or SC appear to be MC. Some users may interact with Ads or SC, believing that the Ads or SC is the MC.Ads appear to be SC (links) where the user would expect that clicking the link will take them to another page within the same website, but actually take them to a different website. Some users may feel surprised or confused when clicking SC or links that go to a page on a completely different website.

He is the co-founder of NP Digital. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. Neil is a New York Times bestselling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.
Robots.txt is not an appropriate or effective way of blocking sensitive or confidential material. It only instructs well-behaved crawlers that the pages are not for them, but it does not prevent your server from delivering those pages to a browser that requests them. One reason is that search engines could still reference the URLs you block (showing just the URL, no title or snippet) if there happen to be links to those URLs somewhere on the Internet (like referrer logs). Also, non-compliant or rogue search engines that don't acknowledge the Robots Exclusion Standard could disobey the instructions of your robots.txt. Finally, a curious user could examine the directories or subdirectories in your robots.txt file and guess the URL of the content that you don't want seen.
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.

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]
QUOTE: “So it’s not something where we’d say, if your website was previously affected, then it will always be affected. Or if it wasn’t previously affected, it will never be affected.… sometimes we do change the criteria…. category pages…. (I) wouldn’t see that as something where Panda would say, this looks bad.… Ask them the questions from the Panda blog post….. usability, you need to work on.“ John Mueller, Google.
to avoid throwing link equity away, you might create HIGH-LEVEL IN-DEPTH TOPIC PAGES on your site and redirect (or use canonical redirects) any related expired content that HAVE INCOMING BACKLINKS, to this topic page (and keep it updated, folding content from old pages, where relevant and there is traffic opportunity, to create TOPIC pages that are focused on the customer e.g. information pages)
Google ranks websites (relevancy aside for a moment) by the number and quality of incoming links to a site from other websites (amongst hundreds of other metrics). Generally speaking, a link from a page to another page is viewed in Google “eyes” as a vote for that page the link points to. The more votes a page gets, the more trusted a page can become, and the higher Google will rank it – in theory. Rankings are HUGELY affected by how much Google ultimately trusts the DOMAIN the page is on. BACKLINKS (links from other websites – trump every other signal.)
QUOTE: “The average duration metric for the particular group of resources can be a statistical measure computed from a data set of measurements of a length of time that elapses between a time that a given user clicks on a search result included in a search results web page that identifies a resource in the particular group of resources and a time that the given user navigates back to the search results web page. …Thus, the user experience can be improved because search results higher in the presentation order will better match the user’s informational needs.” High Quality Search Results based on Repeat Clicks and Visit Duration
QUOTE: “For the mostpart it should be fine I think the the tricky part that you need to be careful about is more around doorway pages in the sense that if all of these pages end up with the same business then that can look a lot like a doorway page but like just focusing on the content duplication part that’s something that for the most part is fine what will happen there is will index all of these pages separately because from  from a kind of holistic point of view these pages are unique they have unique content on them they might have like chunks of text on them which are duplicated but on their own these pages are unique so we’ll index them separately and in the search results when someone is searching for something generic and we don’t know which of these pages are the best ones we’ll pick one of these pages and show that to the user and filter out the other variations of that that page so for example if someone in Ireland is just looking for dental bridges and you have a bunch of different pages for different kind of clinics that offer the service and probably will pick one of those pages and show those in the search results and filter out the other ones.
QUOTE: “The duration performance scores can be used in scoring resources and websites for search operations. The search operations may include scoring resources for search results, prioritizing the indexing of websites, suggesting resources or websites, protecting particular resources or websites from demotions, precluding particular resources or websites from promotions, or other appropriate search operations.” A Panda Patent on Website and Category Visit Durations
QUOTE: “I think that’s always an option. Yeah. That’s something that–I’ve seen sites do that across the board,not specifically for blogs, but for content in general, where they would regularly go through all of their content and see, well, this content doesn’t get any clicks, or everyone who goes there kind of runs off screaming.” John Mueller, Google 
QUOTE: “Anytime you do a bigger change on your website if you redirect a lot of URLs or if you go from one domain to another or if you change your site’s structure then all of that does take time for things to settle down so we can follow that pretty quickly we can definitely forward the signals there but that doesn’t mean that’ll happen from one day to next” John Mueller, Google 2016
Make it as easy as possible for users to go from general content to the more specific content they want on your site. Add navigation pages when it makes sense and effectively work these into your internal link structure. Make sure all of the pages on your site are reachable through links, and that they don't require an internal "search" functionality to be found. Link to related pages, where appropriate, to allow users to discover similar content.
I’ve got by, by thinking external links to other sites should probably be on single pages deeper in your site architecture, with the pages receiving all your Google Juice once it’s been “soaked up” by the higher pages in your site structure (the home page, your category pages). This tactic is old school but I still follow it. I don’t need to think you need to worry about that, too much, in 2019.
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.

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.
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.
Good news for web designers, content managers and search engine optimisers! ” Google clearly states, “If the website feels inadequately updated and inadequately maintained for its purpose, the Low rating is probably warranted.” although does stipulate again its horses for courses…..if everybody else is crap, then you’ll still fly – not much of those SERPs about these days.
Optimization techniques are highly tuned to the dominant search engines in the target market. The search engines' market shares vary from market to market, as does competition. In 2003, Danny Sullivan stated that Google represented about 75% of all searches.[64] In markets outside the United States, Google's share is often larger, and Google remains the dominant search engine worldwide as of 2007.[65] As of 2006, Google had an 85–90% market share in Germany.[66] While there were hundreds of SEO firms in the US at that time, there were only about five in Germany.[66] As of June 2008, the market share of Google in the UK was close to 90% according to Hitwise.[67] That market share is achieved in a number of countries.

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.
So you have a new site. You fill your home page meta tags with the 20 keywords you want to rank for – hey, that’s what optimisation is all about, isn’t it? You’ve just told Google by the third line of text what to filter you for. The meta name=”Keywords” was actually originally for words that weren’t actually on the page that would help classify the document.

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.
Link building is not JUST a numbers game, though. One link from a “trusted authority” site in Google could be all you need to rank high in your niche. Of course, the more “trusted” links you attract, the more Google will trust your site. It is evident you need MULTIPLE trusted links from MULTIPLE trusted websites to get the most from Google in 2019.

By 2004, search engines had incorporated a wide range of undisclosed factors in their ranking algorithms to reduce the impact of link manipulation. In June 2007, The New York Times' Saul Hansell stated Google ranks sites using more than 200 different signals.[26] The leading search engines, Google, Bing, and Yahoo, do not disclose the algorithms they use to rank pages. Some SEO practitioners have studied different approaches to search engine optimization, and have shared their personal opinions.[27] Patents related to search engines can provide information to better understand search engines.[28] In 2005, Google began personalizing search results for each user. Depending on their history of previous searches, Google crafted results for logged in users.[29]


QUOTE: “The duration performance scores can be used in scoring resources and websites for search operations. The search operations may include scoring resources for search results, prioritizing the indexing of websites, suggesting resources or websites, protecting particular resources or websites from demotions, precluding particular resources or websites from promotions, or other appropriate search operations.” A Panda Patent on Website and Category Visit Durations
QUOTE:  Each piece of duplication in your on-page SEO strategy is ***at best*** wasted opportunity. Worse yet, if you are aggressive with aligning your on page heading, your page title, and your internal + external link anchor text the page becomes more likely to get filtered out of the search results (which is quite common in some aggressive spaces). Aaron Wall, 2009
If a PARTICULAR CANONICAL HEAD KEYWORD is IMPORTANT (even perhaps a SYNONYM or LONG TAIL VARIANT) and I think a particular 301 REDIRECT has some positive impact on how Google judges the quality or relevance the page, I will make sure the CANONICAL HEAD KEYWORD and SYNONYMS are on the FINAL PAGE I redirect Google to (which is the one that will be rated and cached).

QUOTE: “As the Googlebot does not see [the text in the] the images directly, we generally concentrate on the information provided in the “alt” attribute. Feel free to supplement the “alt” attribute with “title” and other attributes if they provide value to your users! So for example, if you have an image of a puppy (these seem popular at the moment ) playing with a ball, you could use something like “My puppy Betsy playing with a bowling ball” as the alt-attribute for the image. If you also have a link around the image, pointing a large version of the same photo, you could use “View this image in high-resolution” as the title attribute for the link.”

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.
Many search engine marketers think who you link out to (and who links to you) helps determine a topical community of sites in any field or a hub of authority. Quite simply, you want to be in that hub, at the centre if possible (however unlikely), but at least in it. I like to think of this one as a good thing to remember in the future as search engines get even better at determining topical relevancy of pages, but I have never actually seen any granular ranking benefit (for the page in question) from linking out.
QUOTE: “The amount of expertise, authoritativeness, and trustworthiness (E­A­T) that a webpage/website has is very important. MC quality and amount, website information, and website reputation all inform the E­A­T of a website. Think about the topic of the page. What kind of expertise is required for the page to achieve its purpose well? The standard for expertise depends on the topic of the page.” Google Search Quality Evaluator Guidelines 2017
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]
Think, that one day, your website will have to pass a manual review by ‘Google’ – the better rankings you get, or the more traffic you get, the more likely you are to be reviewed. Know that Google, at least classes even useful sites as spammy, according to leaked documents. If you want a site to rank high in Google – it better ‘do’ something other than exist only link to another site because of a paid commission. Know that to succeed, your website needs to be USEFUL, to a visitor that Google will send you – and a useful website is not just a website, with a sole commercial intent, of sending a visitor from Google to another site – or a ‘thin affiliate’ as Google CLASSIFIES it.
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

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


A satisfying UX is can help your rankings, with second-order factors taken into consideration. A poor UX can seriously impact your human-reviewed rating, at least. Google’s punishing algorithms probably class pages as something akin to a poor UX if they meet certain detectable criteria e.g. lack of reputation or old-school SEO stuff like keyword stuffing a site.
Keep resources crawlable. Blocking page resources can give Google an incomplete picture of your website. This often happens when your robots.txt file is blocking access to some or all of your page resources. If Googlebot doesn't have access to a page's resources, such as CSS, JavaScript, or images, we may not detect that it's built to display and work well on a mobile browser. In other words, we may not detect that the page is "mobile-friendly," and therefore not properly serve it to mobile searchers.
When optimising a title, you are looking to rank for as many terms as possible, without keyword stuffing your title. Often, the best bet is to optimise for a particular phrase (or phrases) – and take a more long-tail approach. Note that too many page titles and not enough actual page text per page could lead to doorway page type situations. A highly relevant unique page title is no longer enough to float a page with thin content. Google cares WAY too much about the page text content these days to let a good title hold up a thin page on most sites.
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.
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
QUOTE: “The preferred domain is the one that you would liked used to index your site’s pages (sometimes this is referred to as the canonical domain). Links may point to your site using both the www and non-www versions of the URL (for instance, http://www.example.com and http://example.com). The preferred domain is the version that you want used for your site in the search results.” Google, 2018
When using the Keyword Explorer, Ahrefs will also produce the "parent topic" of the keyword you looked up, as you can see in the screenshot above, underneath the Keyword Difficulty meter. A keyword's parent topic is a broader keyword with higher search volume than your intended keyword, but likely has the same audience and ranking potential -- giving you more a valuable SEO opportunity when optimizing a particular blog post or webpage.
QUOTE: “Search engine optimization 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.” Google Starter Guide, 2008
Another reason is that if you're using an image as a link, the alt text for that image will be treated similarly to the anchor text of a text link. However, we don't recommend using too many images for links in your site's navigation when text links could serve the same purpose. Lastly, optimizing your image filenames and alt text makes it easier for image search projects like Google Image Search to better understand your images.
×