Structured data21 is code that you can add to your sites' pages to describe your content to search engines, so they can better understand what's on your pages. Search engines can use this understanding to display your content in useful (and eye-catching!) ways in search results. That, in turn, can help you attract just the right kind of customers for your business.
Google is looking for a “website that is well cared for and maintained” so you need to keep content management systems updated, check for broken image links and HTML links. If you create a frustrating user experience through sloppy website maintenance – expect that to be reflected in some way with a lower quality rating. Google Panda October 2014 went for e-commerce pages that were optimised ‘the old way’ and are now classed as ‘thin content’.
Your website can show the same content on various URLs, which might confuse Google: this is called a duplicate content issue. Yoast SEO solves this by letting you indicate one URL as the original one – what techies like to call a canonical link. That way, Yoast SEO makes sure that your content is always found under the URL you want it to be found under. Simple.
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: “We do use it for ranking, but it’s not the most critical part of a page. So it’s not worthwhile filling it with keywords to hope that it works that way. In general, we try to recognise when a title tag is stuffed with keywords because that’s also a bad user experience for users in the search results. If they’re looking to understand what these pages are about and they just see a jumble of keywords, then that doesn’t really help.” John Mueller, Google 2016
In March 2006, KinderStart filed a lawsuit against Google over search engine rankings. KinderStart's website was removed from Google's index prior to the lawsuit, and the amount of traffic to the site dropped by 70%. On March 16, 2007, the United States District Court for the Northern District of California (San Jose Division) dismissed KinderStart's complaint without leave to amend, and partially granted Google's motion for Rule 11 sanctions against KinderStart's attorney, requiring him to pay part of Google's legal expenses.[70][71]
QUOTE: “Keyword Stuffed” Main Content Pages may be created to lure search engines and users by repeating keywords over and over again, sometimes in unnatural and unhelpful ways. Such pages are created using words likely to be contained in queries issued by users. Keyword stuffing can range from mildly annoying to users, to complete gibberish. Pages created with the intent of luring search engines and users, rather than providing meaningful MC to help users, should be rated Lowest.” Google Search Quality Evaluator Guidelines 2017
Google and Bing use a crawler (Googlebot and Bingbot) that spiders the web looking for new links to find. These bots might find a link to your homepage somewhere on the web and then crawl and index the pages of your site if all your pages are linked together. If your website has an XML sitemap, for instance, Google will use that to include that content in its index. An XML sitemap is INCLUSIVE, not EXCLUSIVE.  Google will crawl and index every single page on your site – even pages out with an XML sitemap.

Love how you just dive into the details for this Site Audit guide. Excellent stuff! Yours is much much easier to understand than other guides online and I feel like I could integrate this to how I site audit my websites and actually cut down the time I make my reports. I only need to do more research on how to remove “zombie pages”. If you could have a ste-by-step guide to it, that would be awesome! Thanks!
QUOTE: “Think about whether or not this is a link that would be on your site if it weren’t for your actions…When it comes to guest blogging it’s a situation where you are placing links on other people’s sites together with this content, so that’s something I kind of shy away from purely from a link building point of view. It can make sense to guest blog on other people’s sites to drive some traffic to your site… but you should use a nofollow.” John Mueller, Google 2013
If you take money online, in any way, you NEED to have an accessible and satisfying ‘customer service’ type page. Google says, “Contact information and customer service information are extremely important for websites that handle money, such as stores, banks, credit card companies, etc. Users need a way to ask questions or get help when a problem occurs. For shopping websites, we’ll ask you to do some special checks. Look for contact information—including the store’s policies on payment, exchanges, and returns. “ Google urges quality raters to be a ‘detective’ in finding this information about you – so it must be important to them.
QUOTE: “In place of a pop-up try a full-screen inline ad. It offers the same amount of screen real estate as pop-ups without covering up any content. Fixing the problem depends on the issue you have for example if it’s a pop-up you’ll need to remove all the pop-up ads from your site but if the issue is high ad density on a page you’ll need to reduce the number of ads” Google, 2017
We expect advertisements to be visible. However, you should not let the advertisements distract users or prevent them from consuming the site content. For example, advertisements, supplement contents, or interstitial pages (pages displayed before or after the content you are expecting) that make it difficult to use the website. Learn more about this topic.38
A variety of methods can increase the prominence of a webpage within the search results. Cross linking between pages of the same website to provide more links to important pages may improve its visibility.[48] Writing content that includes frequently searched keyword phrase, so as to be relevant to a wide variety of search queries will tend to increase traffic.[48] Updating content so as to keep search engines crawling back frequently can give additional weight to a site. Adding relevant keywords to a web page's metadata, including the title tag and meta description, will tend to improve the relevancy of a site's search listings, thus increasing traffic. URL canonicalization of web pages accessible via multiple URLs, using the canonical link element[49] or via 301 redirects can help make sure links to different versions of the URL all count towards the page's link popularity score.

Brian, I’m going through Step 3, which is referring to the one version of the website. I found a very good free tool (https://varvy.com/tools/redirects/) to recommend. It checks on the redirect and gives you a visual number of hops. More hops mean more delay. For example, if I use your manual method to check on https://uprenew.com, all looks good. However, if I use the tool and check, I realize there is an unnecessary 1 hop/delay, whereby I can fix it. Hope this helps. : )
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