Be clear, truthful and accurate

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A website redesign presents the perfect opportunity for you to analyze your backlinks and remove the shady ones. If you use Google Webmaster Tools, you’ll see a “manual penalty” appear if Google detects one of these low-quality links. You’ll then have the option to make such links “no follows” so Google stops paying attention to them. It’s possible to rank number one for many keywords that have no real ROI. Instead, you should focus on metrics that bring conversions. It’s entirely possible that Google actually uses some sort of hidden sliding scale to determine its quality score. The search industry is constantly innovating, and it might seem overwhelming for marketers with limited time and resources to try and keep on top of developments.

Landing page and site user experience

When you are creating text, keep in mind that web users want to get information quickly. So, express yourself in as much detail as necessary, but as succinctly as possible. For example, avoid long, nested phrases and break up your texts with short paragraphs, bullet points, headings, and images. Search engines decide rankings on what is called the results page. You will sometimes see me use the term SERP, which is the acronym for Search Engine Results Page. In a Google search, the search engine makes its decisions based on signals from websites and the person searching. Make it clear on your own Web site that you want links - ask for them directly and make it easy for people to link by writing the linking code for them (using keyword phrases in linking text of course). Title tags and meta descriptions are on-site HTML elements which reflect the content of your page, and are shown in SERPs and browser tabs as text.

Thin content issues might negatively impact SERP visibility

Most people look at SEO the wrong way. They look at ways to do the least amount of work for the greatest initial return, when in fact, it's quite the opposite. Design your site for all device types and sizes, including desktops, tablets, and smartphones. Use the mobile friendly testing tool to test how well your pages work on mobile devices, and get feedback on what needs to be fixed. Backlinks from relevant sites in your niche will be worth significantly more than ones from irrelevant sites or webpages. Some people believe that links from competitors for the same search position as you are worth more than others too. Google can’t depend on social media signals from platforms it doesn’t own and that are run by competitors like Facebook.

Redirect checks

A greater number of people will stick to voice search, so SEO specialists will have to adjust to this relatively new type of search. You want your company’s name to be one of the first results that they see. A web page can be given an immediate “freshness score” based on its date of publication, when then decays over time as the content gets older. Regular updates to the content can help to preserve that score We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "Duplicate content isn’t necessarily a bad or wrong thing, apart from in the above example where it’s just straight up theft."

Be clear, truthful and accurate

Links are still a critical element to Google’s algorithm and their value needs to be protected. All other metrics being equal, would you rather have a high-authority link with lower relevance or a highly relevant link with low authority? Speaking from experience, I have often seen product manufacturers describe a product from their point of view. Keyword research is a critical component of SEO. What search terms do people use when searching for products or services similar to yours? How do those terms match up with your site hierarchy?

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