QUOTE: “… it also includes things like the comments, includes the things like the unique and original content that you’re putting out on your site that is being added through user-generated content, all of that as well. So while I don’t really know exactly what our algorithms are looking at specifically with regards to your website, it’s something where sometimes you go through the articles and say well there is some useful information in this article that you’re sharing here, but there’s just lots of other stuff happening on the bottom of these blog posts. When our algorithms look at these pages, in an aggregated way across the whole page, then that’s something where they might say well, this is a lot of content that is unique to this page, but it’s not really high quality content that we want to promote in a very visible way. That’s something where I could imagine that maybe there’s something you could do, otherwise it’s really tricky I guess to look at specific changes you can do when it comes to our quality algorithms.” John Mueller, Google 2016
Because someone who is looking for something that specific is probably a much more qualified searcher for your product or service (presuming you're in the blogging space) than someone looking for something really generic. And because long-tail keywords tend to be more specific, it's usually easier to tell what people who search for those keywords are really looking for. Someone searching for the head term "blogging," on the other hand, could be searching it for a whole host of reasons unrelated to your business.
When referring to the homepage, a trailing slash after the hostname is optional since it leads to the same content ("https://example.com/" is the same as "https://example.com"). For the path and filename, a trailing slash would be seen as a different URL (signaling either a file or a directory), for example, "https://example.com/fish" is not the same as "https://example.com/fish/".
I think it makes sense to have unique content as much as possible on these pages but it’s not not going to like sync the whole website if you don’t do that we don’t penalize a website for having this kind of deep duplicate content and kind of going back to the first thing though with regards to doorway pages that is something I definitely look into to make sure that you’re not running into that so in particular if this is like all going to the same clinic and you’re creating all of these different landing pages that are essentially just funneling everyone to the same clinic then that could be seen as a doorway page or a set of doorway pages on our side and it could happen that the web spam team looks at that and says this is this is not okay you’re just trying to rank for all of these different variations of the keywords and the pages themselves are essentially all the same and they might go there and say we need to take a manual action and remove all these pages from search so that’s kind of one thing to watch out for in the sense that if they are all going to the same clinic then probably it makes sense to create some kind of a summary page instead whereas if these are going to two different businesses then of course that’s kind of a different situation it’s not it’s not a doorway page situation.” John Mueller, Google 2017
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

Google WILL classify your site when it crawls and indexes your site – and this classification can have a DRASTIC effect on your rankings. It’s important for Google to work out WHAT YOUR ULTIMATE INTENT IS – do you want to be classified as a thin affiliate site made ‘just for Google’, a domain holding page or a small business website with a real purpose? Ensure you don’t confuse Google in any way by being explicit with all the signals you can – to show on your website you are a real business, and your INTENT is genuine – and even more important today – FOCUSED ON SATISFYING A VISITOR.

QUOTE: “high quality content is something I’d focus on. I see lots and lots of SEO blogs talking about user experience, which I think is a great thing to focus on as well. Because that essentially kind of focuses on what we are trying to look at as well. We want to rank content that is useful for (Google users) and if your content is really useful for them, then we want to rank it.” John Mueller, Google 2015


For example, within the HubSpot Blogging App, users will find as-you-type SEO suggestions. This helpful inclusion serves as a checklist for content creators of all skill levels. HubSpot customers also have access to the Page Performance App, Sources Report, and the Keyword App. The HubSpot Marketing Platform will provide you with the tools you need to research keywords, monitor their performance, track organic search growth, and diagnose pages that may not be fully optimized.
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.)
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In Chapter 2, we learned about SERP features. That background is going to help us understand how searchers want to consume information for a particular keyword. The format in which Google chooses to display search results depends on intent, and every query has a unique one. Google describes these intents in their Quality Rater Guidelines as either “know” (find information), “do” (accomplish a goal), “website” (find a specific website), or “visit-in-person” (visit a local business).
QUOTE: “News and current events: news about important topics such as international events, business, politics, science, technology, etc. Keep in mind that not all news articles are necessarily considered YMYL (e.g., sports, entertainment, and everyday lifestyle topics are generally not YMYL). Please use your judgment and knowledge of your locale. ● Civics, government, and law: information important to maintaining an informed citizenry, such as information about voting, government agencies, public institutions, social services, and legal issues (e.g., divorce, child custody, adoption, creating a will, etc.). ● Finance: financial advice or information regarding investments, taxes, retirement planning, loans, banking, or insurance, particularly webpages that allow people to make purchases or transfer money online. ● Shopping: information about or services related to research or purchase of goods/services, particularly webpages that allow people to make purchases online. ● Health and safety: advice or information about medical issues, drugs, hospitals, emergency preparedness, how dangerous an activity is, etc. ● Groups of people: information about or claims related to groups of people, including but not limited to those grouped on the basis of race or ethnic origin, religion, disability, age, nationality, veteran status, sexual orientation, gender or gender identity. ● Other: there are many other topics related to big decisions or important aspects of people’s lives which thus may be considered YMYL, such as fitness and nutrition, housing information, choosing a college, finding a job, etc.” Google Search Quality Evaluator Guidelines 2019
But essentially the idea there is that this is a good representative of the the content from your website and that’s all that we would show to users on the other hand if someone is specifically looking for let’s say dental bridges in Dublin then we’d be able to show the appropriate clinic that you have on your website that matches that a little bit better so we’d know dental bridges is something that you have a lot on your website and Dublin is something that’s unique to this specific page so we’d be able to pull that out and to show that to the user like that so from a pure content duplication point of view that’s not really something I totally worry about.
The goal of successful SEO is to obtain a high-ranking placement in the search results page of a search engine (e.g. Google, Bing, Yahoo and other search engines). Internet users often do not click through pages and pages of search results, so where a site ranks in a search results page is essential for directing more traffic toward the site. The higher a website naturally ranks in organic results of a search, the greater the chance that that site will be visited by a user.
QUOTE: “Many SEOs and other agencies and consultants provide useful services for website owners, including: Review of your site content or structure – Technical advice on website development: for example, hosting, redirects, error pages, use of JavaScript – Content development – Management of online business development campaigns – Keyword research – SEO training – Expertise in specific markets and geographies.” Google Webmaster Guidelines, 2020
Consider the age of your business. If you just opened your business and launched your website, it’s going to take time to develop your SEO and begin to appear organically in the search. While that doesn’t mean you shouldn’t put together an SEO strategy, it does mean that you could benefit from an SEM strategy until you build your SEO. SEM is an effective way to drive traffic while building organic SEO.
It’s important to note that entire websites don’t rank for keywords — pages do. With big brands, we often see the homepage ranking for many keywords, but for most websites this isn’t usually the case. Many websites receive more organic traffic to pages other than the homepage, which is why it’s so important to diversify your website’s pages by optimizing each for uniquely valuable keywords.

QUOTE: “The score is determined from quantities indicating user actions of seeking out and preferring particular sites and the resources found in particular sites. *****A site quality score for a particular site**** can be determined by computing a ratio of a numerator that represents user interest in the site as reflected in user queries directed to the site and a denominator that represents user interest in the resources found in the site as responses to queries of all kinds The site quality score for a site can be used as a signal to rank resources, or to rank search results that identify resources, that are found in one site relative to resources found in another site.” Navneet Panda, Google, 2015


Alt text (alternative text), also known as "alt attributes" describe the appearance and function of an image on a page. Alt text uses: 1. Adding alternative text to photos is first and foremost a principle of web accessibility. Visually impaired users using screen readers will be read an alt attribute to better understand an on-page image. 2. Alt tags will be displayed in place of an image if an image file cannot be loaded. 3. Alt tags provide better image context/descriptions to search engine crawlers, helping them to index an image properly.
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. If you have a responsive site or a dynamic serving site where the primary content and markup is equivalent across mobile and desktop, you shouldn’t have to change anything.” Doantam Phan, Google 2017
QUOTE: “The Knowledge Graph enables you to search for things, people or places that Google knows about—landmarks, celebrities, cities, sports teams, buildings, geographical features, movies, celestial objects, works of art and more—and instantly get information that’s relevant to your query. This is a critical first step towards building the next generation of search, which taps into the collective intelligence of the web and understands the world a bit more like people do.” Amit Singhal, Google 2012

The SEO starter guide describes much of what your SEO will do for you. Although you don't need to know this guide well yourself if you're hiring a professional to do the work for you, it is useful to be familiar with these techniques, so that you can be aware if an SEO wants to use a technique that is not recommended or, worse, strongly discouraged.
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