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

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: “Returning a code other than 404 or 410 for a non-existent page (or redirecting users to another page, such as the homepage, instead of returning a 404) can be problematic. Firstly, it tells search engines that there’s a real page at that URL. As a result, that URL may be crawled and its content indexed. Because of the time Googlebot spends on non-existent pages, your unique URLs may not be discovered as quickly or visited as frequently and your site’s crawl coverage may be impacted (also, you probably don’t want your site to rank well for the search query” GOOGLE
It's important to check that you have a mix of head terms and long-tail terms because it'll give you a keyword strategy that's well balanced with long-term goals and short-term wins. That's because head terms are generally searched more frequently, making them often (not always, but often) much more competitive and harder to rank for than long-tail terms. Think about it: Without even looking up search volume or difficulty, which of the following terms do you think would be harder to rank for?
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.

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.
At the moment, I don’t know you, your business, your website, your resources, your competition or your product. Even with all that knowledge, calculating ROI is extremely difficult because ultimately Google decides on who ranks where in its results – sometimes that’s ranking better sites, and sometimes (often) it is ranking sites breaking the rules above yours.
However, we do expect websites of large companies and organizations to put a great deal of effort into creating a good user experience on their website, including having helpful SC. For large websites, SC may be one of the primary ways that users explore the website and find MC, and a lack of helpful SC on large websites with a lot of content may be a reason for a Low rating.
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

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.

Publicity: Getting your business featured on media outlets can be a great way to reach new customers, but connecting with the right people to make it happen can sometimes be difficult. You can always submit and post press releases for news and announcements from your business through online press release distribution services. While press releases can work, they can also be time-consuming and are often ignored. Another option that often produces better results is to sign up for media requests through Help A Reporter Out. Once you sign up, you'll receive emails listing requests for professional sources from media outlets, including newspapers, magazines, radio and TV programs, blogs, and podcasts.
QUOTE: “How do I move from one domain to another domain and try to preserve the rankings as best as possible?…do a 301 permanent redirect to the new location (assuming that you’re you’re moving for all time and eternity so this is the good case for a permanent or 301 redirect if you were planning to undo this later or it’s temporary then you’d use a 302 redirect)…. search engines should be able to follow the trail of all the 301 redirects” Matt Cutts, Google
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.
In short, nobody is going to advise you to create a poor UX, on purpose, in light of Google’s algorithms and human quality raters who are showing an obvious interest in this stuff. Google is rating mobile sites on what it classes is frustrating UX – although on certain levels what Google classes as ‘UX’ might be quite far apart from what a UX professional is familiar with in the same ways as Google’s mobile rating tools differ from, for instance,  W3c Mobile testing tools.
Ego and assumptions led me to choose the wrong keywords for my own site. How did I spend three years optimizing my site and building links to finally crack the top three for six critical keywords, only to find out that I wasted all that time? However, in spite of targeting the wrong words, Seer grew the business. In this presentation, Will shows you the mistakes made and share with you the approaches that can help you build content that gets you thanked.
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.
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 Ads (formerly Google Adwords) is the search provider most commonly used for this strategy. With this tactic, brands conduct keyword research and create campaigns that target the best keywords for their industry, products, or services. When users search for those keywords, they see the custom ads at the top or bottom of SERPs. The brand is charged each time a user clicks on the ad.
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.
Another illicit practice is to place "doorway" pages loaded with keywords on the client's site somewhere. The SEO promises this will make the page more relevant for more queries. This is inherently false since individual pages are rarely relevant for a wide range of keywords. More insidious, however, is that these doorway pages often contain hidden links to the SEO's other clients as well. Such doorway pages drain away the link popularity of a site and route it to the SEO and its other clients, which may include sites with unsavory or illegal content.
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