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 2009



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 2020 – and the type of content performance Google rewards is in the end largely at least about a satisfying user experience.
NOTE, in 2020, the HTML title element you choose for your page, may not be what Google chooses to include in your SERP snippet. The search snippet title and description is very much QUERY & DEVICE dependent these days. Google often chooses what it thinks is the most relevant title for your search snippet, and it can use information from your page, or in links to that page, to create a very different SERP snippet title.

Thanks for the helpful information discussing the differences and similarities between SEO and SEM. The information was enlightening because a search engine optimization company like the one that I own is relatively new at starting. We believe everyone should always check out their sources because every different perspective is very different so all approaches can be understood differently.
I think the anchor text links in internal navigation is still valuable – but keep it natural. Google needs links to find and help categorise your pages. Don’t underestimate the value of a clever internal link keyword-rich architecture and be sure to understand for instance how many words Google counts in a link, but don’t overdo it. Too many links on a page could be seen as a poor user experience. Avoid lots of hidden links in your template navigation.

QUOTE: “If you have a manual action against your site for unnatural links to your site, or if you think you’re about to get such a manual action (because of paid links or other link schemes that violate our quality guidelines), you should try to remove those links from the other site. If you can’t get these links removed, then you should disavow those links to your website.“ Google Webmaster Guidelines 2020


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.
If you want to *ENSURE* your FULL title tag shows in the desktop UK version of Google SERPs, stick to a shorter title of between 55-65 characters but that does not mean your title tag MUST end at 55 characters and remember your mobile visitors see a longer title (in the UK, in January 2018). What you see displayed in SERPs depends on the characters you use. In 2020 – I just expect what Google displays to change – so I don’t obsess about what Google is doing in terms of display. See the tests later on in this article.
Some pages are designed to manipulate users into clicking on certain types of links through visual design elements, such as page layout, organization, link placement, font color, images, etc. We will consider these kinds of pages to have deceptive page design. Use the Lowest rating if the page is deliberately designed to manipulate users to click on Ads, monetized links, or suspect download links with little or no effort to provide helpful MC.
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.
Ideally, you will have unique pages, with unique page titles and unique page meta descriptions . Google does not seem to use the meta description when ranking your page for specific keyword searches if not relevant and unless you are careful if you might end up just giving spammers free original text for their site and not yours once they scrape your descriptions and put the text in main content on their site. I don’t worry about meta keywords these days as Google and Bing say they either ignore them or use them as spam signals.
The impact of SEM is immediate. SEO takes time. Through paid SEM ads, you can start to put your results in front of audiences with just a few clicks. As soon as you launch a campaign, your ads start showing in SERPs. At any time, you can turn ads on to increase visibility or turn them off to stop showing. Conversely, SEO is something that you acquire over time and typically over a long time. It can take months of implementing an SEO strategy before a brand begins to rank on search engines.
And you’ve got to diversify. Here’s a tongue-twister that’s absolutely true: diversity is a key word in the keyword world. You’re not going to stand out if you find yourself using all of the same keywords as your competitors. Not only should you try new keyword search tools and keep track of the results, but you should feel free to experiment based on your own research – who else uses your keywords? And how do you make yourself stand out? By providing great content that truly answers the questions your prospective customers are asking with their keyword searches.
Capturing and keeping attention is one of the hardest parts of our job today. Fact: It's just going to get harder with the advent of new technology and conversational interfaces. In the brave new world we're stepping into, the key questions are: How do we get discovered? How can we delight our audiences? And how can we grow revenue for our clients? Watch this session to learn how to make your marketing and advertising efforts something people are going to want to consume.
For me, when SEO is more important than branding, the company name goes at the end of the tag, and I use a variety of dividers to separate as no one way performs best. If you have a recognisable brand – then there is an argument for putting this at the front of titles – although Google often will change your title dynamically – sometimes putting your brand at the front of your snippet link title itself. I often leave out branding. There is no one size fits all approach as the strategy will depend on the type of page you are working with.
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.
QUOTE: “Important: The Lowest rating is appropriate if all or almost all of the MC (main content) 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.” – Google Search Quality Evaluator Guidelines 2019

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.
Technical SEO optimizes the non-content elements of a website and the website as a whole to improve its backend structure and foundation. These strategies relate to: site speed, mobile friendliness, indexing, crawlability, site architecture, structured data, and security. Technical SEO improves both user and search crawler experience, which leads to higher search rankings.
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.
Ask for a technical and search audit for your site to learn what they think needs to be done, why, and what the expected outcome should be. You'll probably have to pay for this. You will probably have to give them read-only access to your site on Search Console. (At this stage, don't grant them write access.) Your prospective SEO should be able to give you realistic estimates of improvement, and an estimate of the work involved. If they guarantee you that their changes will give you first place in search results, find someone else.
×