There are a lot of definitions of SEO (spelled Search engine optimisation in the UK, Australia and New Zealand, or search engine optimization in the United States and Canada) but organic SEO in 2019 is still mostly about getting free traffic from Google, the most popular search engine in the world (and almost the only game in town in the UK in 2019):

QUOTE: “Some pages load with content created by the webmaster, but have an error message or are missing MC. Pages may lack MC for various reasons. Sometimes, the page is “broken” and the content does not load properly or at all. Sometimes, the content is no longer available and the page displays an error message with this information. Many websites have a few “broken” or non-functioning pages. This is normal, and those individual non-functioning or broken pages on an otherwise maintained site should be rated Low quality. This is true even if other pages on the website are overall High or Highest quality.” Google


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 – Search Engine Land

At first glance, the Ads or SC appear to be MC. Some users may interact with Ads or SC, believing that the Ads or SC is the MC.Ads appear to be SC (links) where the user would expect that clicking the link will take them to another page within the same website, but actually take them to a different website. Some users may feel surprised or confused when clicking SC or links that go to a page on a completely different website.

Awesome blog post. But I did not understand the logic behind ghost posts. could you please give more clarifications? Is it like just because the new post was published on the 4th page and not on the top of the feed, Google would give higher rankings?. And is the correlation between SEO & promoting content with facebook ads and getting traffic?. Does Getting social traffic from paid social ads improves the organic 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 Patent
Hi Claire, you’re welcome. It depends. If the keyword seems like a Featured Snippet would make sense (for example, it’s a term that could use a definition or there’s a list of steps or tips), I’d still try snippetbait. One other thing I’d keep in mind is that Featured Snippets tend to float in and out. For example, the keyword “how to get more subscribers on YouTube”. That featured snippet tends to appear (with us ranking in it) and disappear on a weekly basis. Just Google testing stuff out.
SE Ranking is the best seo platform our company has used so far. The interface of the platform is great & user-friendly. The available options are many. From tracking rankings, monitoring backlinks, keyword research to competitor analysis and website audit, everything we need to optimize our sites is just one click away. Also, for any questions or anything else we needed, the live support team replied & helped me with straight away.
Hi Claire, you’re welcome. It depends. If the keyword seems like a Featured Snippet would make sense (for example, it’s a term that could use a definition or there’s a list of steps or tips), I’d still try snippetbait. One other thing I’d keep in mind is that Featured Snippets tend to float in and out. For example, the keyword “how to get more subscribers on YouTube”. That featured snippet tends to appear (with us ranking in it) and disappear on a weekly basis. Just Google testing stuff out.
We’ve used other tools in the past, but SE Ranking offers more up-to-date data and information, which benefits our agency and clients. SE Ranking allows us to access historical data with just a few clicks without ever having to leave the interface. From daily ranking updates to current search volume trends, there are numerous aspects that are essential when formulating client strategies, and with SE Ranking’s continuously updated system we are able to use this data to help our clients succeed.
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.
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 2019.
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

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.


Ideally, you will have unique pages, with unique page titles and unique page meta descriptions . Google does not seem to use the meta description when ranking your page for specific keyword searches if not relevant and unless you are careful if you might end up just giving spammers free original text for their site and not yours once they scrape your descriptions and put the text in main content on their site. I don’t worry about meta keywords these days as Google and Bing say they either ignore them or use them as spam signals.
At first glance, the Ads or SC appear to be MC. Some users may interact with Ads or SC, believing that the Ads or SC is the MC.Ads appear to be SC (links) where the user would expect that clicking the link will take them to another page within the same website, but actually take them to a different website. Some users may feel surprised or confused when clicking SC or links that go to a page on a completely different website.

It’s important to note that entire websites don’t rank for keywords — pages do. With big brands, we often see the homepage ranking for many keywords, but for most websites this isn’t usually the case. Many websites receive more organic traffic to pages other than the homepage, which is why it’s so important to diversify your website’s pages by optimizing each for uniquely valuable keywords.
So you have a new site. You fill your home page meta tags with the 20 keywords you want to rank for – hey, that’s what optimisation is all about, isn’t it? You’ve just told Google by the third line of text what to filter you for. The meta name=”Keywords” was actually originally for words that weren’t actually on the page that would help classify the document.
QUOTE: “We are a health services comparison website…… so you can imagine that for the majority of those pages the content that will be presented in terms of the clinics that will be listed looking fairly similar right and the same I think holds true if you look at it from the location …… we’re conscious that this causes some kind of content duplication so the question is is this type … to worry about? “
It's important to check that you have a mix of head terms and long-tail terms because it'll give you a keyword strategy that's well balanced with long-term goals and short-term wins. That's because head terms are generally searched more frequently, making them often (not always, but often) much more competitive and harder to rank for than long-tail terms. Think about it: Without even looking up search volume or difficulty, which of the following terms do you think would be harder to rank for?
Great guide Sharon! Thank you so much for sharing. I was wondering if off-page SEO is still worth it? Like using Personal Publishing Accounts or other social media where you can share your content. I’ve been trying for some months now to spread around content but still waiting for better results. I’ve read it needs diversity but I still haven’t figured it out yet.
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.
The higher the search volume for a given keyword or keyword phrase, the more work is typically required to achieve higher rankings. This is often referred to as keyword difficulty and occasionally incorporates SERP features; for example, if many SERP features (like featured snippets, knowledge graph, carousels, etc) are clogging up a keyword’s result page, difficulty will increase. Big brands often take up the top 10 results for high-volume keywords, so if you’re just starting out on the web and going after the same keywords, the uphill battle for ranking can take years of effort.
When Google trusts you it’s because you’ve earned its trust to help it satisfy its users in the quickest and most profitable way possible. You’ve helped Google achieve its goals. It trusts you and it will reward you with higher rankings. Google will list “friends” it trusts the most (who it knows to be reputable in a particular topic) at the top of SERPs.
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.
By 2004, search engines had incorporated a wide range of undisclosed factors in their ranking algorithms to reduce the impact of link manipulation. In June 2007, The New York Times' Saul Hansell stated Google ranks sites using more than 200 different signals.[26] The leading search engines, Google, Bing, and Yahoo, do not disclose the algorithms they use to rank pages. Some SEO practitioners have studied different approaches to search engine optimization, and have shared their personal opinions.[27] Patents related to search engines can provide information to better understand search engines.[28] In 2005, Google began personalizing search results for each user. Depending on their history of previous searches, Google crafted results for logged in users.[29]
How do you figure out what keywords your competitors are ranking for, you ask? Aside from manually searching for keywords in an incognito browser and seeing what positions your competitors are in, SEMrush allows you to run a number of free reports that show you the top keywords for the domain you enter. This is a quick way to get a sense of the types of terms your competitors are ranking for.
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
Great article. Do you use some tools that generate the best-ranking keywords, and if so, which ones? Also, once you hire someone to optimize your website, does it mean that you don’t have to change it ever again? I’m asking because I see that a lot of SEO techniques are outdated and not only do they become useless, they can even harm you. Is that true?
ensure redirected domains redirect through a canonical redirect and this too has any chains minimised, although BE SURE to audit the backlink profile for any redirects you point at a page as with reward comes punishment if those backlinks are toxic (another example of Google opening up the war that is technical seo on a front that isn’t, and in fact is converse, to building backlinks to your site).
On October 17, 2002, SearchKing filed suit in the United States District Court, Western District of Oklahoma, against the search engine Google. SearchKing's claim was that Google's tactics to prevent spamdexing constituted a tortious interference with contractual relations. On May 27, 2003, the court granted Google's motion to dismiss the complaint because SearchKing "failed to state a claim upon which relief may be granted."[68][69]

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 2019.
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.
Brand new keywords sound super tricky to find — except for a ton of easy ones that come around every January: simply adding the year to whatever keyword you’re targeting. People can start getting traffic from “2020” keywords long before they show up with any kind of search volume in typical keyword-research tools, since their data lags. (Hat tip to Glen Allsopp, who I got that idea from.)
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.
SE Ranking is the best seo platform our company has used so far. The interface of the platform is great & user-friendly. The available options are many. From tracking rankings, monitoring backlinks, keyword research to competitor analysis and website audit, everything we need to optimize our sites is just one click away. Also, for any questions or anything else we needed, the live support team replied & helped me with straight away.
You can more strategically target a specific location by narrowing down your keyword research to specific towns, counties, or states in the Google Keyword Planner, or evaluate "interest by subregion" in Google Trends. Geo-specific research can help make your content more relevant to your target audience. For example, you might find out that in Texas, the preferred term for a large truck is “big rig,” while in New York, “tractor trailer” is the preferred terminology.
Important: The Lowest rating is appropriate if all or almost all of the MC on the page is copied with little or no time, effort, expertise, manual curation, or added value for users. Such pages should be rated Lowest, even if the page assigns credit for the content to another source. Important: The Lowest rating is appropriate if all or almost all of the MC on the page is copied with little or no time, effort, expertise, manual curation, or added value for users. Such pages should be rated Lowest, even if the page assigns credit for the content to another source.
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.
Google ranks websites (relevancy aside for a moment) by the number and quality of incoming links to a site from other websites (amongst hundreds of other metrics). Generally speaking, a link from a page to another page is viewed in Google “eyes” as a vote for that page the link points to. The more votes a page gets, the more trusted a page can become, and the higher Google will rank it – in theory. Rankings are HUGELY affected by how much Google ultimately trusts the DOMAIN the page is on. BACKLINKS (links from other websites – trump every other signal.)
If you link out to irrelevant sites, Google may ignore the page, too – but again, it depends on the site in question. Who you link to, or HOW you link to, REALLY DOES MATTER – I expect Google to use your linking practices as a potential means by which to classify your site. Affiliate sites, for example, don’t do well in Google these days without some good quality backlinks and higher quality pages.

QUOTE: “I don’t think we even see what people are doing on your website if they’re filling out forms or not if they’re converting to actually buying something so if we can’t really see that then that’s not something that we’d be able to take into account anyway. So from my point of view that’s not something I’d really treat as a ranking factor. Of course if people are going to your website and they’re filling out forms or signing up for your service or for a newsletter then generally that’s a sign that you’re doing the right things.”. John Mueller, Google 2015
You’ll likely compile a lot of keywords. How do you know which to tackle first? It could be a good idea to prioritize high-volume keywords that your competitors are not currently ranking for. On the flip side, you could also see which keywords from your list your competitors are already ranking for and prioritize those. The former is great when you want to take advantage of your competitors’ missed opportunities, while the latter is an aggressive strategy that sets you up to compete for keywords your competitors are already performing well for.
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