One common scam is the creation of "shadow" domains that funnel users to a site by using deceptive redirects. These shadow domains often will be owned by the SEO who claims to be working on a client's behalf. However, if the relationship sours, the SEO may point the domain to a different site, or even to a competitor's domain. If that happens, the client has paid to develop a competing site owned entirely by the SEO.
QUOTE: “If you have comments on your site, and you just let them run wild, you don’t moderate them, they’re filled with spammers or with people who are kind of just abusing each other for no good reason, then that’s something that might kind of pull down the overall quality of your website where users when they go to those pages might say, well, there’s some good content on top here, but this whole bottom part of the page, this is really trash. I don’t want to be involved with the website that actively encourages this kind of behavior or that actively promotes this kind of content. And that’s something where we might see that on a site level, as well.” John Mueller, Google 2016

You don’t want to “keyword stuff” and cram your core keyword and every possible variation of it into your alt attribute. In fact, if it doesn’t fit naturally into the description, don’t include your target keyword here at all. Just be sure not to skip the alt attribute, and try to give a thorough, accurate description of the image (imagine you’re describing it to someone who can’t see it – that’s what it’s there for!).


Google is all about ‘user experience’ and ‘visitor satisfaction’ in 2020 so it’s worth remembering that usability studies have shown that a good page title length is about seven or eight words long and fewer than 64 total characters. Longer titles are less scan-able in bookmark lists, and might not display correctly in many browsers (and of course probably will be truncated in SERPs).
QUOTE: “I’ve got a slide here where I show I think 8 different URLs you know every single one of these URLs could return completely different content in practice we as humans whenever we look at ‘www.example.com’ or just regular ‘example.com’ or example.com/index or example.com/home.asp we think of it as the same page and in practice it usually is the same page so technically it doesn’t have to be but almost always web servers will return the same content for like these 8 different versions of the URL so that can cause a lot of problems in search engines if rather than having your backlinks all go to one page instead it’s split between (the versions) and it’s a really big headache….how do people fix this well …. the canonical link element” Matt Cutts, Google 2009
SEO may generate an adequate return on investment. However, search engines are not paid for organic search traffic, their algorithms change, and there are no guarantees of continued referrals. Due to this lack of guarantees and certainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors.[61] Search engines can change their algorithms, impacting a website's placement, possibly resulting in a serious loss of traffic. According to Google's CEO, Eric Schmidt, in 2010, Google made over 500 algorithm changes – almost 1.5 per day.[62] It is considered a wise business practice for website operators to liberate themselves from dependence on search engine traffic.[63] In addition to accessibility in terms of web crawlers (addressed above), user web accessibility has become increasingly important for SEO.
Baseline ranking assessment. You need to understand where you are now in order to accurately assess your future rankings. Keep a simple Excel sheet to start the process. Check weekly to begin. As you get more comfortable, check every 30 to 45 days. You should see improvements in website traffic, a key indicator of progress for your keywords. Some optimizers will say that rankings are dead. Yes, traffic and conversions are more important, but we use rankings as an indicator.
SEO is an acronym for "search engine optimization" or "search engine optimizer." Deciding to hire an SEO is a big decision that can potentially improve your site and save time, but you can also risk damage to your site and reputation. Make sure to research the potential advantages as well as the damage that an irresponsible SEO can do to your site. Many SEOs and other agencies and consultants provide useful services for website owners, including:
QUOTE: “You always need textual content on-page, regardless of what other kinds of content you might have. If you’re a video-hosting site, you still need things like titles, headings, text, links, etc. The same goes for audio-hosting sites. Make it easy for search engines to understand your content & how it’s relevant to users, and they’ll be able to send you relevant traffic. If you make it hard for search engines to figure out what your pages are about, it would be normal for them to struggle to figure out how your site is relevant for users.” John Mueller, Google 2019
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
QUOTE: “The preferred domain is the one that you would liked used to index your site’s pages (sometimes this is referred to as the canonical domain). Links may point to your site using both the www and non-www versions of the URL (for instance, http://www.example.com and http://example.com). The preferred domain is the version that you want used for your site in the search results.” Google, 2018

QUOTE: “The preferred domain is the one that you would liked used to index your site’s pages (sometimes this is referred to as the canonical domain). Links may point to your site using both the www and non-www versions of the URL (for instance, http://www.example.com and http://example.com). The preferred domain is the version that you want used for your site in the search results.” Google, 2018
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
We all have to delete pages at some point, but when that old URL gets visitors, they bump into a 404 Not Found error. Aaaargh! To avoid this, you can redirect them to a new page with relevant information. It’s important to do this systematically to keep your website healthy. The Redirect manager allows you to do just that: after deleting a post or page, the plugin will ask you what to do with the old URL. You can also go to the menu ‘Redirects’ to see and update all your redirected pages. And you can even set ‘REGEX redirects’ to indicate that all URLs containing a certain word or expression should redirect to the same page.
QUOTE: “high quality content is something I’d focus on. I see lots and lots of SEO blogs talking about user experience, which I think is a great thing to focus on as well. Because that essentially kind of focuses on what we are trying to look at as well. We want to rank content that is useful for (Google users) and if your content is really useful for them, then we want to rank it.” John Mueller, Google 2015
We all have to delete pages at some point, but when that old URL gets visitors, they bump into a 404 Not Found error. Aaaargh! To avoid this, you can redirect them to a new page with relevant information. It’s important to do this systematically to keep your website healthy. The Redirect manager allows you to do just that: after deleting a post or page, the plugin will ask you what to do with the old URL. You can also go to the menu ‘Redirects’ to see and update all your redirected pages. And you can even set ‘REGEX redirects’ to indicate that all URLs containing a certain word or expression should redirect to the same page.
When using the Keyword Explorer, Ahrefs will also produce the "parent topic" of the keyword you looked up, as you can see in the screenshot above, underneath the Keyword Difficulty meter. A keyword's parent topic is a broader keyword with higher search volume than your intended keyword, but likely has the same audience and ranking potential -- giving you more a valuable SEO opportunity when optimizing a particular blog post or webpage.

Advertising with Google won't have any effect on your site's presence in our search results. Google never accepts money to include or rank sites in our search results, and it costs nothing to appear in our organic search results. Free resources such as Search Console, the official Webmaster Central blog, and our discussion forum can provide you with a great deal of information about how to optimize your site for organic search.
Expertise and authoritativeness of a site increases its quality. Be sure that content on your site is created or edited by people with expertise in the topic. For example, providing expert or experienced sources can help users understand articles’ expertise. Representing well-established consensus in pages on scientific topics is a good practice if such consensus exists.

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 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.
Link building is not JUST a numbers game, though. One link from a “trusted authority” site in Google could be all you need to rank high in your niche. Of course, the more “trusted” links you attract, the more Google will trust your site. It is evident you need MULTIPLE trusted links from MULTIPLE trusted websites to get the most from Google in 2020.
A few years back we decided to move our community forum from a different URL (myforum.com) to our main URL (mywebsite.com/forum), thinking all the community content could only help drive additional traffic to our website. We have 8930 site links currently, which probably 8800 are forum content or blog content. Should we move our forum back to a different URL?
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