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.
To prevent users from linking to one version of a URL and others linking to a different version (this could split the reputation of that content between the URLs), focus on using and referring to one URL in the structure and internal linking of your pages. If you do find that people are accessing the same content through multiple URLs, setting up a 301 redirect32 from non-preferred URLs to the dominant URL is a good solution for this. You may also use canonical URL or use the rel="canonical"33 link element if you cannot redirect.

QUOTE: “One of the difficulties of running a great website that focuses on UGC is keeping the overall quality upright. Without some level of policing and evaluating the content, most sites are overrun by spam and low-quality content. This is less of a technical issue than a general quality one, and in my opinion, not something that’s limited to Google’s algorithms. If you want to create a fantastic experience for everyone who visits, if you focus on content created by users, then you generally need to provide some guidance towards what you consider to be important (and sometimes, strict control when it comes to those who abuse your house rules).”
Basically, SEO keyword research should be an ongoing and ever-evolving part of your job as a marketer. Old keywords need to be reevaluated periodically, and high-volume, competitive keywords (or “head” keywords, as opposed to long-tailed keywords) can often be usefully replaced or augmented with longer, more specific phrases designed not to bring in just any visitor but exactly the right visitors. (Who visits your site – particularly if they’re people who are actively looking for your services – is at least as important as how many people visit.)
Google knows who links to you, the “quality” of those links, and whom you link to. These – and other factors – help ultimately determine where a page on your site ranks. To make it more confusing – the page that ranks on your site might not be the page you want to rank, or even the page that determines your rankings for this term. Once Google has worked out your domain authority – sometimes it seems that the most relevant page on your site Google HAS NO ISSUE with will rank.

Google is falling into a familiar pattern. First, they offer web publishers increased visibility and SERP display options. Next, they incent participation in specific formats and data structures. Finally, they take that data for themselves, changing the SERPs to favor advertising, their own properties, and/or instant answers that can reduce publisher traffic. For web marketers, it's a prisoner's dilemma. In this presentation, Rand will show data on how Google is being used today, how it's changing, then dive into strategic initiatives and specific examples of how savvy players can build a moat to protect against long-term risk.


The last time I looked Google displayed as many characters as it can fit into a block element that’s about 600px wide and doesn’t exceed 1 line of text (on desktop). So – THERE IS NO BEST PRACTICE AMOUNT OF CHARACTERS any SEO could lay down as exact best practice to GUARANTEE a title will display, in full in Google, at least, as the search snippet title, on every device. Ultimately – only the characters and words you use will determine if your entire page title will be seen in a Google search snippet.
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/".
QUOTE: “And we do that across the whole website to kind of figure out where we see the quality of this website. And that’s something that could definitely be affecting your website overall in the search results. So if you really work to make sure that these comments are really high quality content, that they bring value, engagement into your pages, then that’s fantastic. That’s something that I think you should definitely make it so that search engines can pick that up on.”  John Mueller, Google 2016
Understanding the balance of terms that might be a little more difficult due to competition, versus those terms that are a little more realistic, will help you maintain a similar balance that the mix of long-tail and head terms allows. Remember, the goal is to end up with a list of keywords that provide some quick wins but also helps you make progress toward bigger, more challenging SEO goals.
If you're struggling to think of more keywords people might be searching about a specific topic, go to Google.com and take a look at the related search terms that appear when you plug in a keyword. When you type in your phrase and scroll to the bottom of Google's results, you'll notice some suggestions for searches related to your original input. These keywords can spark ideas for other keywords you may want to take into consideration.
There are some basic keyword usage rules you should follow to get started. Unique keywords should be employed on each page of your site in the areas that bots and humans normally look to reassure them that you have what they're after. This includes both the title tag and the body of your content, which leads to an important point: the pitfalls of clickbait. You may believe you're enticing more clicks by offering tantalizingly vague titles for your content, but by disguising what the page is actually about, you're opting out of some of the power of keywords.
Clear view of rankings and postions, site audit tool for quick scan and backlink checker are very usefull. I use it a lot and also use the lead generator to get a free scan for potential clients wich runs automated when they fill in te form. The dashboard gives you a good view of changes in traffic and positions. The marketing plan is i bit simple but it gives you some direction of what to do first on the website and you can also check the boxes when you finished a task wich works very well
Email Marketing: Email can be an effective way to maintain a connection between your business and its customers. You can purchase email addresses of customers and prospective customers, but the best results usually come from emails collected on your website. You can entice people to give you their emails through a quality free offer, such as a downloadable resource, called a lead magnet. Once you have their email, you can send a newsletter, special offers, and other information your target market would be interested in—as long as you follow laws and regulations around email marketing.

QUOTE: “Sitemaps are an easy way for webmasters to inform search engines about pages on their sites that are available for crawling. In its simplest form, a Sitemap is an XML file that lists URLs for a site along with additional metadata about each URL (when it was last updated, how often it usually changes, and how important it is, relative to other URLs in the site) so that search engines can more intelligently crawl the site.” Sitemaps.org, 2020
When you write a page title, you have a chance right at the beginning of the page to tell Google (and other search engines) if this is a spam site or a quality site – such as – have you repeated the keyword four times or only once? I think title tags, like everything else, should probably be as simple as possible, with the keyword once and perhaps a related term if possible.
Try and get links within page text pointing to your site with relevant, or at least, natural looking, keywords in the text link – not, for instance, in blogrolls or site-wide links. Try to ensure the links are not obviously “machine generated” e.g. site-wide links on forums or directories. Get links from pages, that in turn, have a lot of links to them, and you will soon see benefits.

Let's say, for example, you're researching the keyword "how to start a blog" for an article you want to create. "Blog" can mean a blog post or the blog website itself, and what a searcher's intent is behind that keyword will influence the direction of your article. Does the searcher want to learn how to start an individual blog post? Or do they want to know how to actually launch a website domain for the purposes of blogging? If your content strategy is only targeting people interested in the latter, you'll need to make sure of the keyword's intent before committing to it.
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

While it is possible to see results from your marketing efforts quickly, the reality is that marketing, especially the type that generates long-term results and referrals, takes time. You're competing in an increasingly crowded and loud marketplace. The better you can connect with your ideal market and develop a relationship with it, the better your results will be. If you provide a great product or service and are attentive to your customers, your customers will provide you with positive reviews, referrals, and testimonials that will help you stand out in the crowd.


QUOTE: “Ultimately, you just want to have a really great site people love. I know it sounds like a cliché, but almost [all of] what we are looking for is surely what users are looking for. A site with content that users love – let’s say they interact with content in some way – that will help you in ranking in general, not with Panda. Pruning is not a good idea because with Panda, I don’t think it will ever help mainly because you are very likely to get Panda penalized – Pandalized – because of low-quality content…content that’s actually ranking shouldn’t perhaps rank that well. Let’s say you figure out if you put 10,000 times the word “pony” on your page, you rank better for all queries. What Panda does is disregard the advantage you figure out, so you fall back where you started. I don’t think you are removing content from the site with potential to rank – you have the potential to go further down if you remove that content. I would spend resources on improving content, or, if you don’t have the means to save that content, just leave it there. Ultimately people want good sites. They don’t want empty pages and crappy content. Ultimately that’s your goal – it’s created for your users.” Gary Illyes, Google 2017
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: “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

For instance, in a recent test (2019), if you have a page title longer than 12 words, all the keywords beyond 12 words evaporated from the page copy. This is a change from the way Google used to work, when the extra words were included as part of the page copy, not just part of the title. So, if you have a 15 word title, the last 3 words will not count towards ranking, if that test result was to be replicated.
I think ranking in organic listings is a lot about trusted links making trusted pages rank, making trusted links making trusted pages rank ad nauseam for various keywords. Some pages can pass trust to another site; some pages cannot. Some links can. Some cannot. Some links are trusted enough to pass ranking signals to another page. Some are not. YOU NEED LINKS FROM TRUSTED PAGES IF YOU WANT TO RANK AND AVOID PENALTIES & FILTERS.
The errors in technical SEO are often not obvious, and therefore one of the most popular. Mistakes in robots.txt and 404 pages, pagination and canonical URLs, hreflang tags and 301 redirects, http vs https and www vs non www versions: each of them can seriously spoil all efforts to promote the site. One quality SEO website analysis is enough to solve all the main problems in this part forever.
The world of digital marketing is as complex as it is exciting. Young entrepreneurs get into the digital marketing business as freelancers, writers, and web designers. Small businesses use lean digital marketing strategies to grow their presence online and gain new customers. SMBs become massively successful corporations by harnessing the power of enterprise digital marketing. In the modern age, every online entity must have a digital marketing strategy to be competitive in the internet marketplace. However, digital marketing trends are always changing. What works today may be obsolete tomorrow. Furthermore, the popular terms of the month can seem outdated in the next.
QUOTE: “We expect Ads and SC to be visible. However, some Ads, SC, or interstitial pages (i.e., pages displayed before or after the content you are expecting) make it difficult to use the MC. Pages with Ads, SC, or other features that distract from or interrupt the use of the MC should be given a Low rating.” Google Search Quality Evaluator Guidelines 2019
QUOTE: “Doorways are sites or pages created to rank highly for specific search queries. They are bad for users because they can lead to multiple similar pages in user search results, where each result ends up taking the user to essentially the same destination. They can also lead users to intermediate pages that are not as useful as the final destination.
Consider how well you know your industry. If you have been in business for a while and already know what your customers want and how to best reach them, you may want to start to build a long-term SEO strategy that will provide value over time. If you aren’t sure how customers and competitors will respond to your offerings or content, you may want to consider an SEM campaign that allows you to test your ideas, products, and services. Use these sites for market research to better understand your target audience and your position in the industry.
An SEO meta description is a brief description of content found on a web page. The meta description is shown to users in search engine results pages to help them decide which search result to click on. Meta descriptions are not a ranking factor in the eyes of a search engine, but they can influence how many people click on a result -- which directly affects the result's organic ranking.
QUOTE: “One of the difficulties of running a great website that focuses on UGC is keeping the overall quality upright. Without some level of policing and evaluating the content, most sites are overrun by spam and low-quality content. This is less of a technical issue than a general quality one, and in my opinion, not something that’s limited to Google’s algorithms. If you want to create a fantastic experience for everyone who visits, if you focus on content created by users, then you generally need to provide some guidance towards what you consider to be important (and sometimes, strict control when it comes to those who abuse your house rules).”
Search engine optimization is a method for sustainably influences search engine rankings. Google and other search engines calculate their search results for keywords using highly complex algorithms. The individual ranking factors and their weighting within the ranking calculation are well-guarded intellectual property that belongs to the search engines and is not publicly disclosed.


You can more strategically target a specific location by narrowing down your keyword research to specific towns, counties, or states in the Google Keyword Planner, or evaluate "interest by subregion" in Google Trends. Geo-specific research can help make your content more relevant to your target audience. For example, you might find out that in Texas, the preferred term for a large truck is “big rig,” while in New York, “tractor trailer” is the preferred terminology.

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.
QUOTE: “Medium pages achieve their purpose and have neither high nor low expertise, authoritativeness, and trustworthiness. However, Medium pages lack the characteristics that would support a higher quality rating. Occasionally, you will find a page with a mix of high and low quality characteristics. In those cases, the best page quality rating may be Medium.” Google Quality Evaluator Guidelines, 2017
Search Engine Land defines SEO as “…the process of getting traffic from the ‘free,’ ‘organic,’ ‘editorial’ or ‘natural’ search results on search engines.” Essentially, SEO is the process of optimizing your website through various methods in order to rank higher for certain relevant keywords on search engines like Google, Bing, and Yahoo. With effective SEO, your website will appear higher on search engine results pages (SERPs) due to its positive relationship to that search engine’s particular ranking algorithm.
QUOTE: “Some things don’t change — users’ expectations, in particular. The popups of the early 2000s have reincarnated as modal windows, and are hated just as viscerally today as they were over a decade ago. Automatically playing audio is received just as negatively today. The following ad characteristics remained just as annoying for participants as they were in the early 2000s: Pops up – Slow loading time – Covers what you are trying to see – Moves content around – Occupies most of the page – Automatically plays sound.” Therese Fessenden, Nielsen Norman Group 2017

Consider how well you know your industry. If you have been in business for a while and already know what your customers want and how to best reach them, you may want to start to build a long-term SEO strategy that will provide value over time. If you aren’t sure how customers and competitors will respond to your offerings or content, you may want to consider an SEM campaign that allows you to test your ideas, products, and services. Use these sites for market research to better understand your target audience and your position in the industry.
Many think that Google won’t allow new websites to rank well for competitive terms until the web address “ages” and acquires “trust” in Google – I think this depends on the quality of the incoming links. Sometimes your site will rank high for a while then disappears for months. A “honeymoon period” to give you a taste of Google traffic, perhaps, or a period to better gauge your website quality from an actual user perspective.
Today, however, SEM is used to refer exclusively to paid search. According to Search Engine Land, Search Engine Marketing is “the process of gaining website traffic by purchasing ads on search engines.” Search Engine Optimization, on the other hand, is defined as “the process of getting traffic from free, organic, editorial or natural search results.”
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.
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