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.

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.


Some pages are designed to manipulate users into clicking on certain types of links through visual design elements, such as page layout, organization, link placement, font color, images, etc. We will consider these kinds of pages to have deceptive page design. Use the Lowest rating if the page is deliberately designed to manipulate users to click on Ads, monetized links, or suspect download links with little or no effort to provide helpful MC.
Consider the current status of your website. When you create a marketing strategy, look for the “low-hanging fruit”, or the opportunities that will make the biggest impact with the least amount of work Click & Tweet! . So before you launch a search marketing campaign, research your website to see where you may have the potential to grow an organic SEO strategy that is already working before putting money into an SEM campaign.
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
While it is possible to see results from your marketing efforts quickly, the reality is that marketing, especially the type that generates long-term results and referrals, takes time. You're competing in an increasingly crowded and loud marketplace. The better you can connect with your ideal market and develop a relationship with it, the better your results will be. If you provide a great product or service and are attentive to your customers, your customers will provide you with positive reviews, referrals, and testimonials that will help you stand out in the crowd.
If you have a commenting system (like Drupal, Joomla or WordPress) that allows for search engine friendly links (commonly called dofollow links) from your blog or site, you will probably, eventually be the target of lots of spam, be complicated in tiered link schemes and potentially fall foul of Google’s webmaster guidelines on using the attribute in certain situations.
Onsite, consider linking to your other pages by linking to pages within main content text. I usually only do this when it is relevant – often, I’ll link to relevant pages when the keyword is in the title elements of both pages. I don’t go in for auto-generating links at all. Google has penalised sites for using particular auto link plugins, for instance, so I avoid them.
For example, within the HubSpot Blogging App, users will find as-you-type SEO suggestions. This helpful inclusion serves as a checklist for content creators of all skill levels. HubSpot customers also have access to the Page Performance App, Sources Report, and the Keyword App. The HubSpot Marketing Platform will provide you with the tools you need to research keywords, monitor their performance, track organic search growth, and diagnose pages that may not be fully optimized.
QUOTE: “Doorways are sites or pages created to rank highly for specific search queries. They are bad for users because they can lead to multiple similar pages in user search results, where each result ends up taking the user to essentially the same destination. They can also lead users to intermediate pages that are not as useful as the final destination.
Onsite, consider linking to your other pages by linking to pages within main content text. I usually only do this when it is relevant – often, I’ll link to relevant pages when the keyword is in the title elements of both pages. I don’t go in for auto-generating links at all. Google has penalised sites for using particular auto link plugins, for instance, so I avoid them.
Consider how well you know your industry. If you have been in business for a while and already know what your customers want and how to best reach them, you may want to start to build a long-term SEO strategy that will provide value over time. If you aren’t sure how customers and competitors will respond to your offerings or content, you may want to consider an SEM campaign that allows you to test your ideas, products, and services. Use these sites for market research to better understand your target audience and your position in the industry.
Good news for web designers, content managers and search engine optimisers! ” Google clearly states, “If the website feels inadequately updated and inadequately maintained for its purpose, the Low rating is probably warranted.” although does stipulate again its horses for courses…..if everybody else is crap, then you’ll still fly – not much of those SERPs about these days.
Email Marketing: Email can be an effective way to maintain a connection between your business and its customers. You can purchase email addresses of customers and prospective customers, but the best results usually come from emails collected on your website. You can entice people to give you their emails through a quality free offer, such as a downloadable resource, called a lead magnet. Once you have their email, you can send a newsletter, special offers, and other information your target market would be interested in—as long as you follow laws and regulations around email marketing.
Tablet - We consider tablets as devices in their own class, so when we speak of mobile devices, we generally do not include tablets in the definition. Tablets tend to have larger screens, which means that, unless you offer tablet-optimized content, you can assume that users expect to see your site as it would look on a desktop browser rather than on a smartphone browser.
This broken-link checker makes it easy for a publisher or editor to make corrections before a page is live. Think about a site like Wikipedia, for example. The Wikipedia page for the term "marketing" contains a whopping 711 links. Not only was Check My Links able to detect this number in a matter of seconds, but it also found (and highlighted) seven broken links.
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.

Note that Google is pretty good these days at removing any special characters you have in your page title – and I would be wary of trying to make your title or Meta Description STAND OUT using special characters. That is not what Google wants, evidently, and they do give you a further chance to make your search snippet stand out with RICH SNIPPETS and SCHEMA mark-up.

Online reviews have become one of the most important components in purchasing decisions by consumers in North America. According to a survey conducted by Dimensional Research which included over 1000 participants, 90% of respondents said that positive online reviews influenced their buying decisions and 94% will use a business with at least four stars. Interestingly, negative reviews typically came from online review sites whereas Facebook was the main source of positive reviews. Forrester Research predicts that by 2020, 42% of in-store sales will be from customers who are influenced by web product research.
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.
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
However, that’s totally impractical for established sites with hundreds of pages, so you’ll need a tool to do it for you. For example, with SEMRush, you can type your domain into the search box, wait for the report to run, and see the top organic keywords you are ranking for. Or, use their keyword position tracking tool to track the exact keywords you’re trying to rank for.
Another example when the “nofollow" attribute can come handy are widget links. If you are using a third party's widget to enrich the experience of your site and engage users, check if it contains any links that you did not intend to place on your site along with the widget. Some widgets may add links to your site which are not your editorial choice and contain anchor text that you as a webmaster may not control. If removing such unwanted links from the widget is not possible, you can always disable them with “nofollow" attribute. If you create a widget for functionality or content that you provide, make sure to include the nofollow on links in the default code snippet.

QUOTE: “Well, I think you need to look at the pages in an overall way, you should look at the pages and say, actually we see this a lot in the forums for example, people will say “my text is unique, you can copy and paste it and it’s unique to my website.” But that doesn’t make this website page a high quality page. So things like the overall design, how it comes across, how it looks like an authority, this information that is in general to webpage, to website, that’s things that all come together. But also things like comments where webmasters might say “this is user generated content, I’m not responsible for what people are posting on my website,”  John Mueller, Google 2016
QUOTE: “And we do that across the whole website to kind of figure out where we see the quality of this website. And that’s something that could definitely be affecting your website overall in the search results. So if you really work to make sure that these comments are really high quality content, that they bring value, engagement into your pages, then that’s fantastic. That’s something that I think you should definitely make it so that search engines can pick that up on.”  John Mueller, Google 2016
Off-page SEO builds a website’s reputation and authority by connecting it to other high-quality websites. Off-page SEO techniques include: link building (acquiring high-quality backlinks) from other websites and managing local listings and directory profiles. When many websites link to a brand’s website, it shows search engines that the brand’s website is trustworthy, reliable, and reputable, which increases its search rankings.
QUOTE: “The score is determined from quantities indicating user actions of seeking out and preferring particular sites and the resources found in particular sites. *****A site quality score for a particular site**** can be determined by computing a ratio of a numerator that represents user interest in the site as reflected in user queries directed to the site and a denominator that represents user interest in the resources found in the site as responses to queries of all kinds The site quality score for a site can be used as a signal to rank resources, or to rank search results that identify resources, that are found in one site relative to resources found in another site.” Navneet Panda, Google, 2015
Google engineers are building an AI – but it’s all based on simple human desires to make something happen or indeed to prevent something. You can work with Google engineers or against them. Engineers need to make money for Google but unfortunately for them, they need to make the best search engine in the world for us humans as part of the deal. Build a site that takes advantage of this. What is a Google engineer trying to do with an algorithm? I always remember it was an idea first before it was an algorithm. What was that idea? Think “like” a Google search engineer when making a website and give Google what it wants. What is Google trying to give its users? Align with that. What does Google not want to give its users? Don’t look anything like that. THINK LIKE A GOOGLE ENGINEER & BUILD A SITE THEY WANT TO GIVE TOP RANKINGS.
Google states, “News articles, Wikipedia articles, blog posts, magazine articles, forum discussions, and ratings from independent organizations can all be sources of reputation information” but they also state specifically boasts about a lot of internet traffic, for example, should not influence the quality rating of a web page. What should influence the reputation of a page is WHO has shared it on social media etc. rather than just raw numbers of shares. CONSIDER CREATING A PAGE with nofollow links to good reviews on other websites as proof of excellence.

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).”
QUOTE: “Doorways are sites or pages created to rank highly for specific search queries. They are bad for users because they can lead to multiple similar pages in user search results, where each result ends up taking the user to essentially the same destination. They can also lead users to intermediate pages that are not as useful as the final destination.
Onsite, consider linking to your other pages by linking to pages within main content text. I usually only do this when it is relevant – often, I’ll link to relevant pages when the keyword is in the title elements of both pages. I don’t go in for auto-generating links at all. Google has penalised sites for using particular auto link plugins, for instance, so I avoid them.
Off-page SEO builds a website’s reputation and authority by connecting it to other high-quality websites. Off-page SEO techniques include: link building (acquiring high-quality backlinks) from other websites and managing local listings and directory profiles. When many websites link to a brand’s website, it shows search engines that the brand’s website is trustworthy, reliable, and reputable, which increases its search rankings.

QUOTE: “Expertise, Authoritativeness, Trustworthiness: This is an important quality characteristic. …. Remember that the first step of PQ rating is to understand the true purpose of the page. Websites or pages without some sort of beneficial purpose, including pages that are created with no attempt to help users, or pages that potentially spread hate, cause harm, or misinform or deceive users, should receive the Lowest rating. For all other pages that have a beneficial purpose, the amount of expertise, authoritativeness, and trustworthiness (E-A-T) is very important..” Google Search Quality Evaluator Guidelines 2019
Big sites can rank for the most general terms. Smaller sites within a very specific niche can do the same. Of course, it’s also easier if you’re writing in a language that is not spoken all over the world. For most smaller sites that are writing in English, however, the general rule of thumb is this: start with a big set of long tail keywords which have little traffic, but you can rank for more easily. Then, work yourself up to the rankings step-by-step. Once you’ve gained some SEO authority, start optimizing for more general keywords. And in the end, maybe you will even be able to rank for your head keywords!

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.
Google will select the best title it wants for your search snippet – and it will take that information from multiple sources, NOT just your page title element. A small title is often appended with more information about the domain. Sometimes, if Google is confident in the BRAND name, it will replace it with that (often adding it to the beginning of your title with a colon, or sometimes appending the end of your snippet title with the actual domain address the page belongs to).
QUOTE: “To summarize, a lack of helpful SC may be a reason for a Low quality rating, depending on the purpose of the page and the type of website. We have different standards for small websites which exist to serve their communities versus large websites with a large volume of webpages and content. For some types of “webpages,” such as PDFs and JPEG files, we expect no SC at all.” Google Search Quality Evaluator Guidelines 2015
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
Everyone knows intent behind the search matters. In e-commerce, intent is somewhat easy to see. B2B or, better yet, healthcare, isn't quite as easy. Matching persona intent to keywords requires a bit more thought. In this video, we'll cover how to find intent modifiers during keyword research, how to organize those modifiers into the search funnel, and how to quickly find unique universal results at different levels of the search funnel to utilize.

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.

Length of site domain registration; (I don’t see much benefit ON IT”S OWN even knowing “Valuable (legitimate) domains are often paid for several years in advance, while doorway (illegitimate) domains rarely are used for more than a year.”) – paying for a domain in advance just tells others you don’t want anyone else using this domain name, it is not much of an indication that you’re going to do something Google cares about).


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: “They follow the forms you gather data you do so and so and so forth but they don’t get any laws they don’t haven’t found out anything they haven’t got anywhere yet maybe someday they will but it’s not very well developed but what happens is an even more mundane level we get experts on everything that sound like this sort of scientific expert they they’re not scientist is a typewriter and they make up something.”  Richard Feynman, Physicist 1981
Flash is a propriety plug-in created by Macromedia to infuse (albeit) fantastically rich media for your websites. The W3C advises you avoid the use of such proprietary technology to construct an entire site. Instead, build your site with CSS and HTML ensuring everyone, including search engine robots, can sample your website content. Then, if required, you can embed media files such as Flash in the HTML of your website.
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 Chapter 2, we learned about SERP features. That background is going to help us understand how searchers want to consume information for a particular keyword. The format in which Google chooses to display search results depends on intent, and every query has a unique one. Google describes these intents in their Quality Rater Guidelines as either “know” (find information), “do” (accomplish a goal), “website” (find a specific website), or “visit-in-person” (visit a local business).
Keyword research is your first step in optimizing your website for certain keywords. Without keyword research, you might find yourself lost in your own lingo and battling giants in your industry that can’t be beaten in the search result pages just like that. There is a variety of factors you have to take into account when doing keyword research and setting up your keyword strategy. In this article, we’ll discuss your mission, your audience, and your competition.
Google states, “News articles, Wikipedia articles, blog posts, magazine articles, forum discussions, and ratings from independent organizations can all be sources of reputation information” but they also state specifically boasts about a lot of internet traffic, for example, should not influence the quality rating of a web page. What should influence the reputation of a page is WHO has shared it on social media etc. rather than just raw numbers of shares. CONSIDER CREATING A PAGE with nofollow links to good reviews on other websites as proof of excellence.
QUOTE: “Anytime you do a bigger change on your website if you redirect a lot of URLs or if you go from one domain to another or if you change your site’s structure then all of that does take time for things to settle down so we can follow that pretty quickly we can definitely forward the signals there but that doesn’t mean that’ll happen from one day to next” John Mueller, Google 2016
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
Don’t be a website Google won’t rank – What Google classifies your site as – is perhaps the NUMBER 1 Google ranking factor not often talked about – whether it Google determines this algorithmically or eventually, manually. That is – whether it is a MERCHANT, an AFFILIATE, a RESOURCE or DOORWAY PAGE, SPAM, or VITAL to a particular search – what do you think Google thinks about your website? Is your website better than the ones in the top ten of Google now? Or just the same? Ask, why should Google bother ranking your website if it is just the same, rather than why it would not because it is just the same…. how can you make yours different. Better.

QUOTE: “The Knowledge Graph enables you to search for things, people or places that Google knows about—landmarks, celebrities, cities, sports teams, buildings, geographical features, movies, celestial objects, works of art and more—and instantly get information that’s relevant to your query. This is a critical first step towards building the next generation of search, which taps into the collective intelligence of the web and understands the world a bit more like people do.” Amit Singhal, Google 2012
QUOTE: “While, as a whole, web usability has improved over these past several years, history repeats and designers make the same mistakes over and over again. Designers and marketers continuously need to walk a line between providing a good user experience and increasing advertising revenue. There is no “correct” answer or golden format for designers to use in order to flawlessly reach audiences; there will inevitably always be resistance to change and a desire for convention and predictability. That said, if, over the course of over ten years, users are still lamenting about the same problems, it’s time we start to take them seriously.”  Therese Fessenden, Nielsen Norman Group 2017

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
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.
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