Google will select the best title it wants for your search snippet – and it will take that information from multiple sources, NOT just your page title element. A small title is often appended with more information about the domain. Sometimes, if Google is confident in the BRAND name, it will replace it with that (often adding it to the beginning of your title with a colon, or sometimes appending the end of your snippet title with the actual domain address the page belongs to).
Use the Keyword Planner to flag any terms on your list that have way too little (or way too much) search volume, and don't help you maintain a healthy mix like we talked about above. But before you delete anything, check out their trend history and projections in Google Trends. You can see whether, say, some low-volume terms might actually be something you should invest in now -- and reap the benefits for later.
Great SEO is increasingly dependent on having a website with a great user experience. To make your user experience great requires carefully tracking what people do so that you always know where to improve. But what do you track? In this 15-minute talk, I’ll cover three effective and advanced ways to use event tracking in Google Analytics to understand a website's user.
Don’t underestimate these less popular keywords. Long tail keywords with lower search volume often convert better, because searchers are more specific and intentional in their searches. For example, a person searching for "shoes" is probably just browsing. On the other hand, someone searching for "best price red womens size 7 running shoe" practically has their wallet out!

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.
Inclusion in Google's search results is free and easy; you don't even need to submit your site to Google. Google is a fully automated search engine that uses web crawlers to explore the web constantly, looking for sites to add to our index. In fact, the vast majority of sites listed in our results aren't manually submitted for inclusion, but found and added automatically when we crawl the web. Learn how Google discovers, crawls, and serves web pages.3
SMM refers to both organic and paid digital marketing efforts on social media networks like Facebook, Twitter, and LinkedIn. Social media marketing encompasses many different activities and many consider this to be the future of digital marketing. While social media channels become the hub of activity online in the modern age, this is where consumers engage each other in conversation. Furthermore, it’s also the nerve center of business and brand engagement for large subsets of the population.
Online reviews have become one of the most important components in purchasing decisions by consumers in North America. According to a survey conducted by Dimensional Research which included over 1000 participants, 90% of respondents said that positive online reviews influenced their buying decisions and 94% will use a business with at least four stars. Interestingly, negative reviews typically came from online review sites whereas Facebook was the main source of positive reviews. Forrester Research predicts that by 2020, 42% of in-store sales will be from customers who are influenced by web product research.
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
The basics of GOOD SEO hasn’t changed for years – though effectiveness of particular elements has certainly narrowed or changed in type of usefulness – you should still be focusing on building a simple site using VERY simple SEO best practices – don’t sweat the small stuff, while all-the-time paying attention to the important stuff  – add plenty of unique PAGE TITLES and plenty of new ORIGINAL CONTENT. Understand how Google SEES your website. CRAWL it, like Google does, with (for example) Screaming Frog SEO spider, and fix malformed links or things that result in server errors (500), broken links (400+) and unnecessary redirects (300+). Each page you want in Google should serve a 200 OK header message.
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 e.g. are also cited by popular, reputable and trusted sites.
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.
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.)
Wow! This was so helpful to me. I am new to the blogging world and have been feeling really frustrated and discouraged because I lacked the knowledge of getting my post to rank in search engines. I know there is a lot more I still need to learn but this has layed a foundation for me. I am bookmarking it so I can return and read it again. Thank you for writing!
Digital marketing terminology can be one of the greatest barriers to the industry for small business owners and marketing novices. The Emergent Digital team has worked with those in the Nonprofit sector and have found a similar trend. Let’s face it: we use confusing jargon that very few outside our industry can understand. Below, we delve into SEO, SEM, SMM, which are the most popular commonly-used terms in our field today.

QUOTE: “We are a health services comparison website…… so you can imagine that for the majority of those pages the content that will be presented in terms of the clinics that will be listed looking fairly similar right and the same I think holds true if you look at it from the location …… we’re conscious that this causes some kind of content duplication so the question is is this type … to worry about? ” Webmaster Question, 2017
QUOTE: “So if you have different parts of your website and they’re on different subdomains that’s that’s perfectly fine that’s totally up to you and the way people link across these different subdomains is really up to you I guess one of the tricky aspects there is that we try to figure out what belongs to a website and to treat that more as a single website and sometimes things on separate subdomains are like a single website and sometimes they’re more like separate websites for example on on blogger all of the subdomains are essentially completely separate websites they’re not related to each other on the other hand other websites might have different subdomains and they just use them for different parts of the same thing so maybe for different country versions maybe for different language versions all of that is completely normal.” John Mueller 2017
There are a lot of definitions of SEO (spelled Search engine optimisation in the UK, Australia and New Zealand, or search engine optimization in the United States and Canada) but organic SEO in 2020 is still mostly about getting free traffic from Google, the most popular search engine in the world (and almost the only game in town in the UK in 2020):

Both require knowing your audience. To succeed at both strategies, you must have a good understanding of your audience and how they act. By using buyer personas and psychographic segmentation, you can get to know your audience, discover what their needs are, and what they are searching for. Then you can create valuable content that shows up when they go looking for solutions related to your brand.


QUOTE: “Expertise, Authoritativeness, Trustworthiness: This is an important quality characteristic. …. Remember that the first step of PQ rating is to understand the true purpose of the page. Websites or pages without some sort of beneficial purpose, including pages that are created with no attempt to help users, or pages that potentially spread hate, cause harm, or misinform or deceive users, should receive the Lowest rating. For all other pages that have a beneficial purpose, the amount of expertise, authoritativeness, and trustworthiness (E-A-T) is very important..” Google Search Quality Evaluator Guidelines 2019
Internet marketing, or online marketing, refers to advertising and marketing efforts that use the Web and email to drive direct sales via electronic commerce, in addition to sales leads from websites or emails. Internet marketing and online advertising efforts are typically used in conjunction with traditional types of advertising such as radio, television, newspapers and magazines.

Ranking refers to the process search engines use to determine where a particular piece of content should appear on a SERP. Search visibility refers to how prominently a piece of content is displayed in search engine results. Highly visible content (usually the content that ranks highest) may appear right at the top of organic search results or even in a featured snippet, while less-visible content may not appear until searchers click to page two and beyond
In an evolving mobile-first web, we can utilize pre-empting solutions to create winning value propositions, which are designed to attract and satisfy search engine crawlers and keep consumers happy. I'll outline a strategy and share tactics that help ensure increased organic reach, in addition to highlighting smart ways to view data, intent, consumer choice theory and crawl optimization.
Yes, you need to build links to your site to acquire more PageRank, or Google ‘juice’ – or what we now call domain authority or trust. Google is a link-based search engine – it does not quite understand ‘good’ or ‘quality’ content – but it does understand ‘popular’ content. It can also usually identify poor, or THIN CONTENT – and it penalises your site for that – or – at least – it takes away the traffic you once had with an algorithm change. Google doesn’t like calling actions the take a ‘penalty’ – it doesn’t look good. They blame your ranking drops on their engineers getting better at identifying quality content or links, or the inverse – low-quality content and unnatural links. If they do take action your site for paid links – they call this a ‘Manual Action’ and you will get notified about it in Google Search Console if you sign up.
QUOTE: “So if you have different parts of your website and they’re on different subdomains that’s that’s perfectly fine that’s totally up to you and the way people link across these different subdomains is really up to you I guess one of the tricky aspects there is that we try to figure out what belongs to a website and to treat that more as a single website and sometimes things on separate subdomains are like a single website and sometimes they’re more like separate websites for example on on blogger all of the subdomains are essentially completely separate websites they’re not related to each other on the other hand other websites might have different subdomains and they just use them for different parts of the same thing so maybe for different country versions maybe for different language versions all of that is completely normal.” John Mueller 2017
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: “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.

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.
×