What does it mean for a site to be SEO friendly? It goes beyond just posting quality content (though that’s a very important part!). There are all kinds of ways big and small that can prevent your site from being seen by search engines and thus by users. Our free audit tool begins by looking at some of the most important facets of your website you might not even be aware of.

QUOTE: “The purpose of a page is the reason or reasons why the page was created. Every page on the Internet is created for a purpose, or for multiple purposes. Most pages are created to be helpful for users, thus having a beneficial purpose. Some pages are created merely to make money, with little or no effort to help users. Some pages are even created to cause harm to users. The first step in understanding a page is figuring out its purpose.” Google Search Quality Evaluator Guidelines 2019

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!
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

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

That content CAN be on links to your own content on other pages, but if you are really helping a user understand a topic – you should be LINKING OUT to other helpful resources e.g. other websites.A website that does not link out to ANY other website could be interpreted accurately to be at least, self-serving. I can’t think of a website that is the true end-point of the web.
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
In December 2009, Google announced it would be using the web search history of all its users in order to populate search results.[33] On June 8, 2010 a new web indexing system called Google Caffeine was announced. Designed to allow users to find news results, forum posts and other content much sooner after publishing than before, Google caffeine was a change to the way Google updated its index in order to make things show up quicker on Google than before. According to Carrie Grimes, the software engineer who announced Caffeine for Google, "Caffeine provides 50 percent fresher results for web searches than our last index..."[34] Google Instant, real-time-search, was introduced in late 2010 in an attempt to make search results more timely and relevant. Historically site administrators have spent months or even years optimizing a website to increase search rankings. With the growth in popularity of social media sites and blogs the leading engines made changes to their algorithms to allow fresh content to rank quickly within the search results.[35]
While the title tag is effectively your search listing’s headline, the meta description (another meta HTML element that can be updated in your site’s code, but isn’t seen on your actual page) is effectively your site’s additional ad copy. Google takes some liberties with what they display in search results, so your meta description may not always show, but if you have a compelling description of your page that would make folks searching likely to click, you can greatly increase traffic. (Remember: showing up in search results is just the first step! You still need to get searchers to come to your site, and then actually take the action you want.)

QUOTE: “… it also includes things like the comments, includes the things like the unique and original content that you’re putting out on your site that is being added through user-generated content, all of that as well. So while I don’t really know exactly what our algorithms are looking at specifically with regards to your website, it’s something where sometimes you go through the articles and say well there is some useful information in this article that you’re sharing here, but there’s just lots of other stuff happening on the bottom of these blog posts. When our algorithms look at these pages, in an aggregated way across the whole page, then that’s something where they might say well, this is a lot of content that is unique to this page, but it’s not really high quality content that we want to promote in a very visible way. That’s something where I could imagine that maybe there’s something you could do, otherwise it’s really tricky I guess to look at specific changes you can do when it comes to our quality algorithms.” John Mueller, Google 2016


You should build a website to benefit your users, and any optimization should be geared toward making the user experience better. One of those users is a search engine, which helps other users discover your content. Search Engine Optimization is about helping search engines understand and present content. Your site may be smaller or larger than our example site and offer vastly different content, but the optimization topics we discuss below should apply to sites of all sizes and types. We hope our guide gives you some fresh ideas on how to improve your website, and we'd love to hear your questions, feedback, and success stories in the Google Webmaster Help Forum1.


QUOTE: “The quality of the MC is one of the most important criteria in Page Quality rating, and informs the E-A-T of the page. For all types of webpages, creating high quality MC takes a significant amount of at least one of the following: time, effort, expertise, and talent/skill. For news articles and information pages, high quality MC must be factually accurate for the topic and must be supported by expert consensus where such consensus exists.” Google Search Quality Evaluator Guidelines, 2019
Understand and accept why Google ranks your competition above you – they are either: more relevant and more popular, more relevant and more reputable, better user experience or manipulating backlinks better than you. Understand that everyone at the top of Google falls into those categories and formulate your own strategy to compete – relying on Google to take action on your behalf is VERY probably not going to happen.
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). When I look at the great forums & online communities that I frequent, one thing they have in common is that they (be it the owners or the regulars) have high expectations, and are willing to take action & be vocal when new users don’t meet those expectations.” John Mueller, Google 2016

QUOTE: “alt attribute should be used to describe the image. So if you have an image of a big blue pineapple chair you should use the alt tag that best describes it, which is alt=”big blue pineapple chair.” title attribute should be used when the image is a hyperlink to a specific page. The title attribute should contain information about what will happen when you click on the image. For example, if the image will get larger, it should read something like, title=”View a larger version of the big blue pineapple chair image.” John Mueller, Google 2008
If you are improving user experience by focusing primarily on the quality of the MC of your pages and avoiding – even removing – old-school SEO techniques – those certainly are positive steps to getting more traffic from Google in 2020 – and the type of content performance Google rewards is in the end largely at least about a satisfying user experience.
Sometimes, Google turns up the dial on demands on ‘quality’, and if your site falls short, a website traffic crunch is assured. Some sites invite problems ignoring Google’s ‘rules’ and some sites inadvertently introduce technical problems to their site after the date of a major algorithm update and are then impacted negatively by later refreshes of the algorithm.
If you are using Responsive Web Design, use meta name="viewport" tag to tell the browser how to adjust the content. If you use Dynamic Serving, use the Vary HTTP header to signal your changes depending on the user-agent. If you are using separate URLs, signal the relationship between two URLs by tag with rel="canonical" and rel="alternate" elements.
Additionally, there are many situations where PPC (a component of SEM) makes more sense than SEO. For example, if you are first launching a site and you want immediate visibility, it is a good idea to create a PPC campaign because it takes less time than SEO, but it would be unwise to strictly work with PPC and not even touch search engine optimization.
A breadcrumb is a row of internal links at the top or bottom of the page that allows visitors to quickly navigate back to a previous section or the root page. Many breadcrumbs have the most general page (usually the root page) as the first, leftmost link and list the more specific sections out to the right. We recommend using breadcrumb structured data markup28 when showing breadcrumbs.
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.

An authority website is a site that is trusted by its users, the industry it operates in, other websites and search engines. Traditionally a link from an authority website is very valuable, as it’s seen as a vote of confidence. The more of these you have, and the higher quality content you produce, the more likely your own site will become an authority too.
If you are improving user experience by focusing primarily on the quality of the MC of your pages and avoiding – even removing – old-school SEO techniques – those certainly are positive steps to getting more traffic from Google in 2020 – and the type of content performance Google rewards is in the end largely at least about a satisfying user experience.
Place strategic search phrases on pages. Integrate selected keywords into your website source code and existing content on designated pages. Make sure to apply a sug­gested guideline of one to three keywords/phrases per content page and add more pages to complete the list. Ensure that related words are used as a natural inclu­sion of your keywords. It helps the search engines quickly determine what the page is about. A natural approach to this works best. In the past, 100 to 300 words on a page was recommended. Many tests show that pages with 800 to 2,000 words can outperform shorter ones. In the end, the users, the marketplace, content and links will determine the popularity and ranking numbers.

I added one keyword to the page in plain text because adding the actual ‘keyword phrase’ itself would have made my text read a bit keyword stuffed for other variations of the main term. It gets interesting if you do that to a lot of pages, and a lot of keyword phrases. The important thing is keyword research – and knowing which unique keywords to add.


QUOTE: “Search engine optimization (SEO) is often about making small modifications to parts of your website. When viewed individually, these changes might seem like incremental improvements, but when combined with other optimizations, they could have a noticeable impact on your site’s user experience and performance in organic search results.” Google Starter Guide, 2020
Internal linking is extremely important because it helps search engines to understand your site structure. But adding links by hand is slow, tedious and downright annoying. With the internal linking feature in Yoast SEO Premium, that’s a thing of the past. This feature analyzes your text and suggests links to related posts – as you write. Taking all the hassle out of internal linking. Yeah, we’re pretty happy about it too.
The SEO starter guide describes much of what your SEO will do for you. Although you don't need to know this guide well yourself if you're hiring a professional to do the work for you, it is useful to be familiar with these techniques, so that you can be aware if an SEO wants to use a technique that is not recommended or, worse, strongly discouraged.
If Google finds two identical pieces of content, whether on your own site, or on another you’re not even aware of, it will only index one of those pages. You should be aware of scraper sites, stealing your content automatically and republishing as your own. Here’s Graham Charlton’s thorough investigation on what to if your content ends up working better for somebody else.
While most of the links to your site will be added gradually, as people discover your content through search or other ways and link to it, Google understands that you'd like to let others know about the hard work you've put into your content. Effectively promoting your new content will lead to faster discovery by those who are interested in the same subject. As with most points covered in this document, taking these recommendations to an extreme could actually harm the reputation of your site.
Optimizing a website may involve editing its content, adding content, and modifying HTML and associated coding to both increase its relevance to specific keywords and remove barriers to the indexing activities of search engines like Google ,Yahoo etc.[citation needed] Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. By May 2015, mobile search had surpassed desktop search.[3]

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
“Sharability” – Not every single piece of content on your site will be linked to and shared hundreds of times. But in the same way you want to be careful of not rolling out large quantities of pages that have thin content, you want to consider who would be likely to share and link to new pages you’re creating on your site before you roll them out. Having large quantities of pages that aren’t likely to be shared or linked to doesn’t position those pages to rank well in search results, and doesn’t help to create a good picture of your site as a whole for search engines, either.
A navigational page is a simple page on your site that displays the structure of your website, and usually consists of a hierarchical listing of the pages on your site. Visitors may visit this page if they are having problems finding pages on your site. While search engines will also visit this page, getting good crawl coverage of the pages on your site, it's mainly aimed at human visitors.

The goal of SEO is to get a web page high search engine ranking. The better a web page's search engine optimization, the higher a ranking it will achieve in search result listings. (Note that SEO is not the only factor that determines search engine page ranks.) This is especially critical because most people who use search engines only look at the first page or two of the search results, so for a page to get high traffic from a search engine, it has to be listed on those first two pages, and the higher the rank, the closer a page is to the number one listing, the better. And whatever your web page's rank is, you want your website to be listed before your competitor's websites if your business is selling products or services over the internet.
For me, when SEO is more important than branding, the company name goes at the end of the tag, and I use a variety of dividers to separate as no one way performs best. If you have a recognisable brand – then there is an argument for putting this at the front of titles – although Google often will change your title dynamically – sometimes putting your brand at the front of your snippet link title itself. I often leave out branding. There is no one size fits all approach as the strategy will depend on the type of page you are working with.

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.

A page title that is highly relevant to the page it refers to will maximise usability, search engine ranking performance and user experience ratings as Google measures these. It will probably be displayed in a web browser’s window title bar, bookmarks and in clickable search snippet links used by Google, Bing & other search engines. The title element is the “crown” of a web page with important keyword phrase featuring AT LEAST ONCE within it.


NOTE, in 2020, the HTML title element you choose for your page, may not be what Google chooses to include in your SERP snippet. The search snippet title and description is very much QUERY & DEVICE dependent these days. Google often chooses what it thinks is the most relevant title for your search snippet, and it can use information from your page, or in links to that page, to create a very different SERP snippet title.


I think the anchor text links in internal navigation is still valuable – but keep it natural. Google needs links to find and help categorise your pages. Don’t underestimate the value of a clever internal link keyword-rich architecture and be sure to understand for instance how many words Google counts in a link, but don’t overdo it. Too many links on a page could be seen as a poor user experience. Avoid lots of hidden links in your template navigation.
As of 2009, there are only a few large markets where Google is not the leading search engine. In most cases, when Google is not leading in a given market, it is lagging behind a local player. The most notable example markets are China, Japan, South Korea, Russia and the Czech Republic where respectively Baidu, Yahoo! Japan, Naver, Yandex and Seznam are market leaders.
When optimising a title, you are looking to rank for as many terms as possible, without keyword stuffing your title. Often, the best bet is to optimise for a particular phrase (or phrases) – and take a more long-tail approach. Note that too many page titles and not enough actual page text per page could lead to doorway page type situations. A highly relevant unique page title is no longer enough to float a page with thin content. Google cares WAY too much about the page text content these days to let a good title hold up a thin page on most sites.

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.
Google recommends that all websites use https:// when possible. The hostname is where your website is hosted, commonly using the same domain name that you'd use for email. Google differentiates between the "www" and "non-www" version (for example, "www.example.com" or just "example.com"). When adding your website to Search Console, we recommend adding both http:// and https:// versions, as well as the "www" and "non-www" versions.
Having a different description meta tag for each page helps both users and Google, especially in searches where users may bring up multiple pages on your domain (for example, searches using the site: operator). If your site has thousands or even millions of pages, hand-crafting description meta tags probably isn't feasible. In this case, you could automatically generate description meta tags based on each page's content.
Keyword analysis. From nomination, further identify a targeted list of key­words and phrases. Review competitive lists and other pertinent industry sources. Use your preliminary list to determine an indicative number of recent search engine queries and how many websites are competing for each key­word. Prioritize keywords and phrases, plurals, singulars and misspellings. (If search users commonly misspell a keyword, you should identify and use it). Please note that Google will try to correct the term when searching, so use this with care.
Disclaimer: “Whilst I have made every effort to ensure that the information I have provided is correct, It is not advice.; I cannot accept any responsibility or liability for any errors or omissions. The author does not vouch for third party sites or any third party service. Visit third party sites at your own risk.  I am not directly partnered with Google or any other third party. This website uses cookies only for analytics and basic website functions. This article does not constitute legal advice. The author does not accept any liability that might arise from accessing the data presented on this site. Links to internal pages promote my own content and services.” Shaun Anderson, Hobo
However, if possible, I would like you to expand a bit on your “zombie pages” tip..we run a site where are definitely enough pages to delete (no sessions, no links, probably not even relevant with the main theme of the site, not even important for the architecture of the site)..Nonetheless, I am not very sure what is the best technical decision for these pages…just deleting them from my CMS, redirecting (if there is a relevant alternative) or something else? Unindex them on Search console? what response code they should have? ..
×