QUOTE: “An infinite number of niches are waiting for someone to claim them. I’d ask yourself where you want to be, and see if you can find a path from a tiny specific niche to a slightly bigger niche and so on, all the way to your desired goal. Sometimes it’s easier to take a series of smaller steps instead of jumping to your final goal in one leap.” Matt Cutts, Google 2006
Being ‘relevant’ comes down to keywords & key phrases – in domain names, URLs, Title Elements, the number of times they are repeated in text on the page, text in image alt tags, rich markup and importantly in keyword links to the page in question. If you are relying on manipulating hidden elements on a page to do well in Google, you’ll probably trigger spam filters. If it is ‘hidden’ in on-page elements – beware relying on it too much to improve your rankings.
QUOTE: “To make our results more useful, we’ve begun experiments to make our index mobile-first. Although our search index will continue to be a single index of websites and apps, our algorithms will eventually primarily use the mobile version of a site’s content to rank pages from that site, to understand structured data, and to show snippets from those pages in our results. Of course, while our index will be built from mobile documents, we’re going to continue to build a great search experience for all users, whether they come from mobile or desktop devices. If you have a responsive site or a dynamic serving site where the primary content and markup is equivalent across mobile and desktop, you shouldn’t have to change anything.” Doantam Phan, Google 2017
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

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.
QUOTE: “For instance, we would see a lot of low-quality posts in a forum. We would index those low-quality pages. And we’d also see a lot of really high-quality posts, with good discussions, good information on those pages. And our algorithms would be kind of stuck in a situation with, well, there’s a lot of low-quality content here, but there’s also a lot of high-quality content here. So how should we evaluate the site overall? And usually, what happens is, our algorithms kind of find some middle ground……. what you’d need to do to, kind of, move a step forward, is really try to find a way to analyze the quality of your content, and to make sure that the high-quality content is indexed and that the lower-quality content doesn’t get indexed by default.” John Mueller, Google 2014
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.
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.

Investing in a new PMS solution is a big project, and not without a significant level of expense required right up front. Some hospitality organizations are content to leave their legacy systems in place; "why fix what isn't broken?". Yet, due to how fast the competitive landscape is changing driven by technology, hotels have to think about how well their current systems … Continue Reading...


Many blogging software packages automatically nofollow user comments, but those that don't can most likely be manually edited to do this. This advice also goes for other areas of your site that may involve user-generated content, such as guest books, forums, shout-boards, referrer listings, etc. If you're willing to vouch for links added by third parties (for example, if a commenter is trusted on your site), then there's no need to use nofollow on links; however, linking to sites that Google considers spammy can affect the reputation of your own site. The Webmaster Help Center has more tips on avoiding comment spam40, for example by using CAPTCHAs and turning on comment moderation.
For example, let’s say you were running the website of an online pet store. You might be wise to create one keyword grouping for all your dog-related products, then one for all of your parakeet-related projects, etc. The next step would be to segment each individual group into smaller subgroups (parakeet cages, parakeet toys, parakeet snacks) and then even smaller groups for each type of product (low-fat parakeet snacks, luxury parakeet snacks… you get the idea). Now your pet store can create individual pages optimized for each small keyword group.

QUOTE: “For instance, we would see a lot of low-quality posts in a forum. We would index those low-quality pages. And we’d also see a lot of really high-quality posts, with good discussions, good information on those pages. And our algorithms would be kind of stuck in a situation with, well, there’s a lot of low-quality content here, but there’s also a lot of high-quality content here. So how should we evaluate the site overall? And usually, what happens is, our algorithms kind of find some middle ground……. what you’d need to do to, kind of, move a step forward, is really try to find a way to analyze the quality of your content, and to make sure that the high-quality content is indexed and that the lower-quality content doesn’t get indexed by default.” John Mueller, Google 2014

Are you just launching your first website and creating your initial online footprint to promote your product or service? Then you’ll likely need immediate visibility in search until you build up your organic credibility. With a strategic PPC campaign, you'll be able to achieve this. What you shouldn't do, though, is rely strictly on PPC over the long-term while ignoring organic SEO. You still need to create great content that visitors will want to engage with once they get to your website.

Keywords are as much about your audience as they are about your content, because you might describe what you offer in a slightly different way than some people ask for it. To create content that ranks well organically and drives visitors to your site, you need to understand the needs of those visitors — the language they use and the type of content they seek. You can do this by talking to your customers, frequenting forums and community groups, and doing your own keyword research with a tool like Keyword Explorer.


Kelly Wilhelme currently manages all of Weidert Group's marketing efforts. Through her past experience as an inbound marketing consultant on our client service team and, prior to that in financial services communication, she has a deep understanding of complex businesses and a desire to help them grow. Kelly has a passion for communication strategy, layout and design, as well as writing and content creation.
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.
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).
Both use keyword research to uncover popular search terms. The first step for both SEM and SEO is performing keyword research to identify the best keywords to target. The research includes looking at keyword popularity to determine the top keywords or buying keywords that your ideal audience searches for. It also includes looking at keyword competition to see what other brands are targeting the same keywords and determining what you will need to do to compete with those other companies.
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.
QUOTE: “If you want to stop spam, the most straight forward way to do it is to deny people money because they care about the money and that should be their end goal. But if you really want to stop spam, it is a little bit mean, but what you want to do, is sort of break their spirits. There are lots of Google algorithms specifically designed to frustrate spammers. Some of the things we do is give people a hint their site will drop and then a week or two later, their site actually does drop. So they get a little bit more frustrated. So hopefully, and we’ve seen this happen, people step away from the dark side and say, you know what, that was so much pain and anguish and frustration, let’s just stay on the high road from now on.” Matt Cutts, Google 2013
For instance, in a recent test (2019), if you have a page title longer than 12 words, all the keywords beyond 12 words evaporated from the page copy. This is a change from the way Google used to work, when the extra words were included as part of the page copy, not just part of the title. So, if you have a 15 word title, the last 3 words will not count towards ranking, if that test result was to be replicated.
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
The goal of successful SEO is to obtain a high-ranking placement in the search results page of a search engine (e.g. Google, Bing, Yahoo and other search engines). Internet users often do not click through pages and pages of search results, so where a site ranks in a search results page is essential for directing more traffic toward the site. The higher a website naturally ranks in organic results of a search, the greater the chance that that site will be visited by a user.
The SERP is the front-end to Google's multi-billion dollar consumer research machine. They know what searchers want. In this data-heavy talk, Rob will teach you how to uncover what Google already knows about what web searchers are looking for. Using this knowledge, you can deliver the right content to the right searchers at the right time, every time.
You can confer some of your site's reputation to another site when your site links to it. Sometimes users can take advantage of this by adding links to their own site in your comment sections or message boards. Or sometimes you might mention a site in a negative way and don't want to confer any of your reputation upon it. For example, imagine that you're writing a blog post on the topic of comment spamming and you want to call out a site that recently comment spammed your blog. You want to warn others of the site, so you include the link to it in your content; however, you certainly don't want to give the site some of your reputation from your link. This would be a good time to use nofollow.
QUOTE: “The duration performance scores can be used in scoring resources and websites for search operations. The search operations may include scoring resources for search results, prioritizing the indexing of websites, suggesting resources or websites, protecting particular resources or websites from demotions, precluding particular resources or websites from promotions, or other appropriate search operations.” A Panda Patent on Website and Category Visit Durations
In an evolving mobile-first web, we can utilize pre-empting solutions to create winning value propositions, which are designed to attract and satisfy search engine crawlers and keep consumers happy. I'll outline a strategy and share tactics that help ensure increased organic reach, in addition to highlighting smart ways to view data, intent, consumer choice theory and crawl optimization.
If you're struggling to think of more keywords people might be searching about a specific topic, go to Google.com and take a look at the related search terms that appear when you plug in a keyword. When you type in your phrase and scroll to the bottom of Google's results, you'll notice some suggestions for searches related to your original input. These keywords can spark ideas for other keywords you may want to take into consideration.

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.
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