Description meta tags are important because Google might use them as snippets for your pages. Note that we say "might" because Google may choose to use a relevant section of your page's visible text if it does a good job of matching up with a user's query. Adding description meta tags to each of your pages is always a good practice in case Google cannot find a good selection of text to use in the snippet. The Webmaster Central Blog has informative posts on improving snippets with better description meta tags18 and better snippets for your users19. We also have a handy Help Center article on how to create good titles and snippets20.

I used to think it could take more to get a subfolder trusted than say an individual file and I guess this sways me to use files on most websites I created (back in the day). Once subfolders are trusted, it’s 6 or half a dozen, what the actual difference is in terms of ranking in Google – usually, rankings in Google are more determined by how RELEVANT or REPUTABLE a page is to a query.


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.
If you are using Responsive Web Design, use meta name="viewport" tag to tell the browser how to adjust the content. If you use Dynamic Serving, use the Vary HTTP header to signal your changes depending on the user-agent. If you are using separate URLs, signal the relationship between two URLs by tag with rel="canonical" and rel="alternate" elements.

In addition to processing the text content on your web pages, Google will also try to figure out what your images are about as well. Alt Text is a short description that you can customize for each image to let Google know what the image is about. Setting short, descriptive Alt Texts through our site builder will help Google better associate your web pages with the search terms you're trying to target.
The above information does not need to feature on every page, more on a clearly accessible page. However – with Google Quality Raters rating web pages on quality based on Expertise, Authority and Trust (see my recent making high-quality websites post) – ANY signal you can send to an algorithm or human reviewer’s eyes that you are a legitimate business is probably a sensible move at this time (if you have nothing to hide, of course).
Naturally, business owners want to rank for lots of keywords in organic listings with their website. The challenge for webmasters and SEO is that Google doesn’t want business owners to rank for lots of keywords using autogenerated content especially when that produces A LOT of pages on a website using (for instance) a list of keyword variations page-to-page.
QUOTE: “Content which is copied, but changed slightly from the original. This type of copying makes it difficult to find the exact matching original source. Sometimes just a few words are changed, or whole sentences are changed, or a “find and replace” modification is made, where one word is replaced with another throughout the text. These types of changes are deliberately done to make it difficult to find the original source of the content. We call this kind of content “copied with minimal alteration.” Google Search Quality Evaluator Guidelines March 2017
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.
This helpful tool scans your backlink profile and turns up a list of contact information for the links and domains you'll need to reach out to for removal. Alternatively, the tool also allows you to export the list if you wish to disavow them using Google's tool. (Essentially, this tool tells Google not to take these links into account when crawling your site.)
Advertising with Google won't have any effect on your site's presence in our search results. Google never accepts money to include or rank sites in our search results, and it costs nothing to appear in our organic search results. Free resources such as Search Console, the official Webmaster Central blog, and our discussion forum can provide you with a great deal of information about how to optimize your site for organic search.
Think about the words that a user might search for to find a piece of your content. Users who know a lot about the topic might use different keywords in their search queries than someone who is new to the topic. For example, a long-time football fan might search for [fifa], an acronym for the Fédération Internationale de Football Association, while a new fan might use a more general query like [football playoffs]. Anticipating these differences in search behavior and accounting for them while writing your content (using a good mix of keyword phrases) could produce positive results. Google Ads provides a handy Keyword Planner34 that helps you discover new keyword variations and see the approximate search volume for each keyword. Also, Google Search Console provides you with the top search queries your site appears for and the ones that led the most users to your site in the Performance Report35.
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).

You should build a website to benefit your users, and any optimization should be geared toward making the user experience better. One of those users is a search engine, which helps other users discover your content. Search Engine Optimization is about helping search engines understand and present content. Your site may be smaller or larger than our example site and offer vastly different content, but the optimization topics we discuss below should apply to sites of all sizes and types. We hope our guide gives you some fresh ideas on how to improve your website, and we'd love to hear your questions, feedback, and success stories in the Google Webmaster Help Forum1.
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