It is important you spread all that real ‘PageRank’ – or link equity – to your sales keyword / phrase rich sales pages, and as much remains to the rest of the site pages, so Google does not ‘demote’ pages into oblivion –  or ‘supplemental results’ as we old timers knew them back in the day. Again – this is slightly old school – but it gets me by, even today.
Write a description that would both inform and interest users if they saw your description meta tag as a snippet in a search result. While there's no minimal or maximal length for the text in a description meta tag, we recommend making sure that it's long enough to be fully shown in Search (note that users may see different sized snippets depending on how and where they search), and contains all the relevant information users would need to determine whether the page will be useful and relevant to them.
Understand that search engines are the key to most online marketing. Businesses are looking for ways to make sure their site and product are listed on the first page of a Google, Yahoo or Bing search. The main ways of doing this are SEO, meta tags, press releases, social media content, videos and paying for an ad to be placed at the top or side of the search page.
QUOTE: The manual actions team… can look at the labels on the on the links or a site gets. Basically, we have tons of link labels; for example, it’s a footer link, basically, that has a lot lower value than an in-content link. Then another label would be a Penguin real-time label. If they see that most of the links are Penguin real-time labelled, then they might actually take a deeper look and see what the content owner is trying to do.” Gary Illyes, Google 2016
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.
While the obvious purpose of internet marketing is to sell goods, services or advertising over the internet, it's not the only purpose a business using internet marketing may have; a company may be marketing online to communicate a message about itself (building its brand) or to conduct research. Online marketing can be a very effective way to identify a target market or discover a marketing segment's wants and needs. (Learn more about conducting market research).
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.
You may not want certain pages of your site crawled because they might not be useful to users if found in a search engine's search results. If you do want to prevent search engines from crawling your pages, Google Search Console has a friendly robots.txt generator to help you create this file. Note that if your site uses subdomains and you wish to have certain pages not crawled on a particular subdomain, you'll have to create a separate robots.txt file for that subdomain. For more information on robots.txt, we suggest this Webmaster Help Center guide on using robots.txt files13.
Consider the average cost-per-click in your industry. Before deciding that SEM is right for your business, research and consider how much you’ll need to spend to show in paid search results. Keywords have varying cost-per-clicks based on competition. If your cost-per-click is low, it might be the right strategy for you. On the flipside, a very high cost-per-click might make you decide you’re better off focusing on SEO.
You can go all overboard and make a thorough analysis of all the competitors in your field, and that can certainly be worthwhile. But let’s stick to the basics for now. It’s actually quite easy to get a general idea of your SEO competition. Just Google some search terms you would like to rank for and see which companies show up and compare them with where your site ranks. How big are the companies you are competing with for those top three rankings? Would your company fit within these results? This is all quite easy to determine using only Google search results.
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
Naturally, business owners want to rank for lots of keywords in organic listings with their website. The challenge for webmasters and SEO is that Google doesn’t want business owners to rank for lots of keywords using auto-generated content especially when that produces A LOT of pages on a website using (for instance) a list of keyword variations page-to-page.

All sites have a home or "root" page, which is usually the most frequented page on the site and the starting place of navigation for many visitors. Unless your site has only a handful of pages, you should think about how visitors will go from a general page (your root page) to a page containing more specific content. Do you have enough pages around a specific topic area that it would make sense to create a page describing these related pages (for example, root page -> related topic listing -> specific topic)? Do you have hundreds of different products that need to be classified under multiple category and subcategory pages?


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
In Keyword Planner, formerly known as the Keyword Tool, you can get search volume and traffic estimates for keywords you're considering. Unfortunately, when Google transitioned from Keyword Tool to Keyword Planner, they stripped out a lot of the more interesting functionality. But you can make up for it a bit if you take the information you learn from Keyword Planner and use Google Trends to fill in some blanks.
Consider the age of your business. If you just opened your business and launched your website, it’s going to take time to develop your SEO and begin to appear organically in the search. While that doesn’t mean you shouldn’t put together an SEO strategy, it does mean that you could benefit from an SEM strategy until you build your SEO. SEM is an effective way to drive traffic while building organic SEO.
QUOTE: “News and current events: news about important topics such as international events, business, politics, science, technology, etc. Keep in mind that not all news articles are necessarily considered YMYL (e.g., sports, entertainment, and everyday lifestyle topics are generally not YMYL). Please use your judgment and knowledge of your locale. ● Civics, government, and law: information important to maintaining an informed citizenry, such as information about voting, government agencies, public institutions, social services, and legal issues (e.g., divorce, child custody, adoption, creating a will, etc.). ● Finance: financial advice or information regarding investments, taxes, retirement planning, loans, banking, or insurance, particularly webpages that allow people to make purchases or transfer money online. ● Shopping: information about or services related to research or purchase of goods/services, particularly webpages that allow people to make purchases online. ● Health and safety: advice or information about medical issues, drugs, hospitals, emergency preparedness, how dangerous an activity is, etc. ● Groups of people: information about or claims related to groups of people, including but not limited to those grouped on the basis of race or ethnic origin, religion, disability, age, nationality, veteran status, sexual orientation, gender or gender identity. ● Other: there are many other topics related to big decisions or important aspects of people’s lives which thus may be considered YMYL, such as fitness and nutrition, housing information, choosing a college, finding a job, etc.” Google Search Quality Evaluator Guidelines 2019
If a PARTICULAR CANONICAL HEAD KEYWORD is IMPORTANT (even perhaps a SYNONYM or LONG TAIL VARIANT) and I think a particular 301 REDIRECT has some positive impact on how Google judges the quality or relevance the page, I will make sure the CANONICAL HEAD KEYWORD and SYNONYMS are on the FINAL PAGE I redirect Google to (which is the one that will be rated and cached).
While you can often start with a keyword and create a piece of content around that term, sometimes your content already exists, and you need to figure out how to match it to keywords. To do this, create what's known as a "content to keyword map." Creating this map can help you understand the impact of your existing content and identify weak links or gaps that need filling.
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.
Be sure to re-evaluate these keywords every few months -- once a quarter is a good benchmark, but some businesses like to do it even more often than that. As you gain even more authority in the SERPs, you'll find that you can add more and more keywords to your lists to tackle as you work on maintaining your current presence, and then growing in new areas on top of that.
Clear view of rankings and postions, site audit tool for quick scan and backlink checker are very usefull. I use it a lot and also use the lead generator to get a free scan for potential clients wich runs automated when they fill in te form. The dashboard gives you a good view of changes in traffic and positions. The marketing plan is i bit simple but it gives you some direction of what to do first on the website and you can also check the boxes when you finished a task wich works very well
This is why developing a list of keywords is one of the first and most important steps in any search engine optimization initiative. Keywords and SEO are directly connected when it comes to running a winning search marketing campaign. Because keywords are foundational for all your other SEO efforts, it's well worth the time and investment to ensure your SEO keywords are highly relevant to your audience and effectively organized for action.
QUOTE: “(Google Panda) measures the quality of a site pretty much by looking at the vast majority of the pages at least. But essentially allows us to take quality of the whole site into account when ranking pages from that particular site and adjust the ranking accordingly for the pages. So essentially, if you want a blunt answer, it will not devalue, it will actually demote. Basically, we figured that site is trying to game our systems, and unfortunately, successfully. So we will adjust the rank. We will push the site back just to make sure that it’s not working anymore.”  Gary Illyes, Google 2016
SEM search placements include an “Ad” designation. SEO does not. Search results that appear as a result of SEM or SEO look different on SERPs. Paid ads that receive placement through SEM tactics are often identified as an ad (e.g., by an icon appearing next to the placement), whereas the search results that appear as a result of organic SEO are not marked in such manner.
Keep resources crawlable. Blocking page resources can give Google an incomplete picture of your website. This often happens when your robots.txt file is blocking access to some or all of your page resources. If Googlebot doesn't have access to a page's resources, such as CSS, JavaScript, or images, we may not detect that it's built to display and work well on a mobile browser. In other words, we may not detect that the page is "mobile-friendly," and therefore not properly serve it to mobile searchers.
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.
The world of digital marketing is as complex as it is exciting. Young entrepreneurs get into the digital marketing business as freelancers, writers, and web designers. Small businesses use lean digital marketing strategies to grow their presence online and gain new customers. SMBs become massively successful corporations by harnessing the power of enterprise digital marketing. In the modern age, every online entity must have a digital marketing strategy to be competitive in the internet marketplace. However, digital marketing trends are always changing. What works today may be obsolete tomorrow. Furthermore, the popular terms of the month can seem outdated in the next.
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
QUOTE: “We expect Ads and SC to be visible. However, some Ads, SC, or interstitial pages (i.e., pages displayed before or after the content you are expecting) make it difficult to use the MC. Pages with Ads, SC, or other features that distract from or interrupt the use of the MC should be given a Low rating.” Google Search Quality Evaluator Guidelines 2019
If you're not using internet marketing to market your business you should be. An online presence is crucial to helping potential clients and customer find your business - even if your business is small and local. (In 2017, one third of all mobile searches were local and local search was growing 50% faster than mobile searches overall.) Online is where the eyeballs are so that's where your business needs to be. 
If you're a regular blogger, these are probably the topics you blog about most frequently. Or perhaps they're the topics that come up the most in sales conversations. Put yourself in the shoes of your buyer personas -- what types of topics would your target audience search that you'd want your business to get found for? If you were a company like HubSpot, for example -- selling marketing software (which happens to have some awesome SEO tools ... but I digress ... you might have general topic buckets like:
How much of your marketing strategy should be done online and which internet marketing elements you use depends on the nature of your business, your budget, your time, and your goals. Many small business owners do it all themselves in the beginning, but as their businesses grow, they begin to pay for services or outsource work to a virtual assistant that can help them with online marketing.
Let's say, for example, you're researching the keyword "how to start a blog" for an article you want to create. "Blog" can mean a blog post or the blog website itself, and what a searcher's intent is behind that keyword will influence the direction of your article. Does the searcher want to learn how to start an individual blog post? Or do they want to know how to actually launch a website domain for the purposes of blogging? If your content strategy is only targeting people interested in the latter, you'll need to make sure of the keyword's intent before committing to it.
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!
Many think that Google won’t allow new websites to rank well for competitive terms until the web address “ages” and acquires “trust” in Google – I think this depends on the quality of the incoming links. Sometimes your site will rank high for a while then disappears for months. A “honeymoon period” to give you a taste of Google traffic, perhaps, or a period to better gauge your website quality from an actual user perspective.
All sites have a home or "root" page, which is usually the most frequented page on the site and the starting place of navigation for many visitors. Unless your site has only a handful of pages, you should think about how visitors will go from a general page (your root page) to a page containing more specific content. Do you have enough pages around a specific topic area that it would make sense to create a page describing these related pages (for example, root page -> related topic listing -> specific topic)? Do you have hundreds of different products that need to be classified under multiple category and subcategory pages?
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