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.
Think about how Google can algorithmically and manually determine the commercial intent of your website – think about the signals that differentiate a real small business website from a website created JUST to send visitors to another website with affiliate links, on every page, for instance; or adverts on your site, above the fold, etc, can be a clear indicator of a webmaster’s particular commercial intent – hence why Google has a Top Heavy Algorithm.
QUOTE:  Each piece of duplication in your on-page SEO strategy is ***at best*** wasted opportunity. Worse yet, if you are aggressive with aligning your on page heading, your page title, and your internal + external link anchor text the page becomes more likely to get filtered out of the search results (which is quite common in some aggressive spaces). Aaron Wall, 2009

Experience can educate you when a page is high-quality and yet receives no traffic. If the page is thin, but is not manipulative, is indeed ‘unique’ and delivers on a purpose with little obvious detectable reason to mark it down, then you can say it is a high-quality page – just with very little search demand for it. Ignored content is not the same as ‘toxic’ content.

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.
QUOTE: “So sites that don’t have much content “above-the-fold” can be affected by this change. If you click on a website and the part of the website you see first either doesn’t have a lot of visible content above-the-fold or dedicates a large fraction of the site’s initial screen real estate to ads, that’s not a very good user experience.” Google 2012
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.
Online readers don’t read – they scan. Just like you are probably doing right now. So you should write short sentences, add subheadings and use connecting words. Do you think that’s a lot harder than it sounds? 

No worries. Yoast SEO will tell you exactly what to do, based on scientific research on readability, such as the Flesch Reading Ease score.
KISS does not mean boring web pages. You can create stunning sites with smashing graphics – but you should build these sites using simple techniques – HTML & CSS, for instance. If you are new to web design, avoid things like Flash and JavaScript, especially for elements like scrolling news tickers, etc. These elements work fine for TV – but only cause problems for website visitors.
Steve Webb is an SEO audit specialist at Web Gnomes. He received his Ph.D. from Georgia Tech, where he published dozens of articles on Internet-related topics. Professionally, Steve has worked for Google and various other Internet startups, and he's passionate about sharing his knowledge and experiences with others. You can find him on Twitter, Google+, and LinkedIn.
Search engines may penalize sites they discover using black or grey hat methods, either by reducing their rankings or eliminating their listings from their databases altogether. Such penalties can be applied either automatically by the search engines' algorithms, or by a manual site review. One example was the February 2006 Google removal of both BMW Germany and Ricoh Germany for use of deceptive practices.[54] Both companies, however, quickly apologized, fixed the offending pages, and were restored to Google's search engine results page.[55]

Having a ‘keyword rich’ domain name may lead to closer scrutiny from Google. According to Moz, Google has “de-prioritized sites with keyword-rich domains that aren’t otherwise high-quality. Having a keyword in your domain can still be beneficial, but it can also lead to closer scrutiny and a possible negative ranking effect from search engines—so tread carefully.”
Linking to a page with actual key-phrases in the link help a great deal in all search engines when you want to feature for specific key terms. For example; “SEO Scotland” as opposed to https://www.hobo-web.co.uk or “click here“. Saying that – in 2020, Google is punishing manipulative anchor text very aggressively, so be sensible – and stick to brand mentions and plain URL links that build authority with less risk. I rarely ever optimise for grammatically incorrect terms these days (especially with links).
If you want to *ENSURE* your FULL title tag shows in the desktop UK version of Google SERPs, stick to a shorter title of between 55-65 characters but that does not mean your title tag MUST end at 55 characters and remember your mobile visitors see a longer title (in the UK, in January 2018). What you see displayed in SERPs depends on the characters you use. In 2020 – I just expect what Google displays to change – so I don’t obsess about what Google is doing in terms of display. See the tests later on in this article.
If you want to *ENSURE* your FULL title tag shows in the desktop UK version of Google SERPs, stick to a shorter title of between 55-65 characters but that does not mean your title tag MUST end at 55 characters and remember your mobile visitors see a longer title (in the UK, in January 2018). What you see displayed in SERPs depends on the characters you use. In 2020 – I just expect what Google displays to change – so I don’t obsess about what Google is doing in terms of display. See the tests later on in this article.
The transparency you provide on your website in text and links about who you are, what you do, and how you’re rated on the web or as a business is one way that Google could use (algorithmically and manually) to ‘rate’ your website. Note that Google has a HUGE army of quality raters and at some point they will be on your site if you get a lot of traffic from Google.
QUOTE – “So it’s not that our systems will look at your site and say oh this was submitted by a user therefore the site owner has like no no control over what’s happening here but rather we look at it and say well this is your website this is what you want to have indexed you kind of stand for the content that you’re providing there so if you’re providing like low quality user-generated content for indexing then we’ll think well this website is about low quality content and spelling errors don’t necessarily mean that it’s low quality but obviously like it can go in all kinds of weird directions with user-generated content…” John Mueller, Google 2019
Think, that one day, your website will have to pass a manual review by ‘Google’ – the better rankings you get, or the more traffic you get, the more likely you are to be reviewed. Know that Google, at least classes even useful sites as spammy, according to leaked documents. If you want a site to rank high in Google – it better ‘do’ something other than exist only link to another site because of a paid commission. Know that to succeed, your website needs to be USEFUL, to a visitor that Google will send you – and a useful website is not just a website, with a sole commercial intent, of sending a visitor from Google to another site – or a ‘thin affiliate’ as Google CLASSIFIES it.
Many search engine marketers think who you link out to (and who links to you) helps determine a topical community of sites in any field or a hub of authority. Quite simply, you want to be in that hub, at the centre if possible (however unlikely), but at least in it. I like to think of this one as a good thing to remember in the future as search engines get even better at determining topical relevancy of pages, but I have never actually seen any granular ranking benefit (for the page in question) from linking out.

“Not only is the report beautiful, but it shows all of the pertinent information required for a SEO site audit, and then some. This report pointed out some metrics and server vulnerabilities that other audit companies (WooRank, SEO Powersuite, iBusines Promoter) just did not mention. The web interface for the reporting is great, simple and easy to use. Reports are saved in the portal for later use, which is also great. Overall, I think this product looks great and I plan to use it as the main bulk of my SEO auditing as a SEO consultant.”
The depth of your articles impresses and amazes me. I love all the specific examples and tool recommendations. You discuss the importance of backlinks. How important is it to use a tool to list you on directories (Yext, Moz Local, Synup or JJUMP)? Will Google penalize you for listing on unimportant directories? Is it better to avoid these tools and get backlinks one at a time and avoid all but a few key directories?
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