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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.
Repeat this exercise for as many topic buckets as you have. And remember, if you're having trouble coming up with relevant search terms, you can always head on over to your customer-facing colleagues -- those who are in Sales or Service -- and ask them what types of terms their prospects and customers use, or common questions they have. Those are often great starting points for keyword research.
QUOTE: “Cleaning up these kinds of link issue can take considerable time to be reflected by our algorithms (we don’t have a specific time in mind, but the mentioned 6-12 months is probably on the safe side). In general, you won’t see a jump up in rankings afterwards because our algorithms attempt to ignore the links already, but it makes it easier for us to trust the site later on.” John Mueller, Google, 2018
In Keyword Planner, formerly known as the Keyword Tool, you can get search volume and traffic estimates for keywords you're considering. Unfortunately, when Google transitioned from Keyword Tool to Keyword Planner, they stripped out a lot of the more interesting functionality. But you can make up for it a bit if you take the information you learn from Keyword Planner and use Google Trends to fill in some blanks.
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.
Your SEO keywords are the keywords and phrases in your web content that make it possible for people to find your site via search engines. A website that is well optimized for search engines "speaks the same language" as its potential visitor base with keywords for SEO that help connect searchers to your site. Keywords are one of the main elements of SEO.
This is especially important if you have superiors to which you must report about Internet marketing. Although you may be able to turn data into a strategy easily, reports and graphs are essential in order to communicate that data to people who control the budget. Spend time making comprehensive reports and perhaps making a PowerPoint presentation based on your research.
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
QUOTE: “Starting April 21 (2015), we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high-quality search results that are optimized for their devices”. GOOGLE
You likely have a few keywords in mind that you would like to rank for. These will be things like your products, services, or other topics your website addresses, and they are great seed keywords for your research, so start there! You can enter those keywords into a keyword research tool to discover average monthly search volume and similar keywords. We’ll get into search volume in greater depth in the next section, but during the discovery phase, it can help you determine which variations of your keywords are most popular amongst searchers.
While that theory is sound (when focused on a single page, when the intent is to deliver utility content to a Google user) using old school SEO techniques on especially a large site spread out across many pages seems to amplify site quality problems, after recent algorithm changes, and so this type of optimisation without keeping an eye on overall site quality is self-defeating in the long run.
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
If you don't know the difference between head terms and long-tail keywords, let me explain. Head terms are keywords phrases that are generally shorter and more generic -- they're typically just one to three words in length, depending on who you talk to. Long-tail keywords, on the other hand, are longer keyword phrases usually containing three or more words.
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.
Critics will point out the higher the cost of expert SEO, the more cost-effective Adwords becomes, but Adwords will only get more expensive, too. At some point, if you want to compete online, your going to HAVE to build a quality website, with a unique offering to satisfy returning visitors – the sooner you start, the sooner you’ll start to see results.
While Google never sells better ranking in our search results, several other search engines combine pay-per-click or pay-for-inclusion results with their regular web search results. Some SEOs will promise to rank you highly in search engines, but place you in the advertising section rather than in the search results. A few SEOs will even change their bid prices in real time to create the illusion that they "control" other search engines and can place themselves in the slot of their choice. This scam doesn't work with Google because our advertising is clearly labeled and separated from our search results, but be sure to ask any SEO you're considering which fees go toward permanent inclusion and which apply toward temporary advertising.