An SEO technique is considered white hat if it conforms to the search engines' guidelines and involves no deception. As the search engine guidelines[18][19][52] are not written as a series of rules or commandments, this is an important distinction to note. White hat SEO is not just about following guidelines but is about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see. White hat advice is generally summed up as creating content for users, not for search engines, and then making that content easily accessible to the online "spider" algorithms, rather than attempting to trick the algorithm from its intended purpose. White hat SEO is in many ways similar to web development that promotes accessibility,[53] although the two are not identical.


Technical SEO optimizes the non-content elements of a website and the website as a whole to improve its backend structure and foundation. These strategies relate to: site speed, mobile friendliness, indexing, crawlability, site architecture, structured data, and security. Technical SEO improves both user and search crawler experience, which leads to higher search rankings.
In December 2009, Google announced it would be using the web search history of all its users in order to populate search results.[33] On June 8, 2010 a new web indexing system called Google Caffeine was announced. Designed to allow users to find news results, forum posts and other content much sooner after publishing than before, Google caffeine was a change to the way Google updated its index in order to make things show up quicker on Google than before. According to Carrie Grimes, the software engineer who announced Caffeine for Google, "Caffeine provides 50 percent fresher results for web searches than our last index..."[34] Google Instant, real-time-search, was introduced in late 2010 in an attempt to make search results more timely and relevant. Historically site administrators have spent months or even years optimizing a website to increase search rankings. With the growth in popularity of social media sites and blogs the leading engines made changes to their algorithms to allow fresh content to rank quickly within the search results.[35]
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.
Hiring a talented local SEO (short for Search Engine Optimization) pro is the best way to help your business grow online and get in front of the people who are looking for what you have.  Rebel Base SEO is based in Little Elm Texas. If you are not familiar with the area, that is about 20 miles north of Dallas, just a little north of The Colony, to the West of Frisco, Plano, Anna and McKinney, south of Prosper and East of Denton.  We have clients right here in Texas and as far out as California, New York, Pennsylvania and more.

The depth of your articles impresses and amazes me. I love all the specific examples and tool recommendations. You discuss the importance of backlinks. How important is it to use a tool to list you on directories (Yext, Moz Local, Synup or JJUMP)? Will Google penalize you for listing on unimportant directories? Is it better to avoid these tools and get backlinks one at a time and avoid all but a few key directories?


We expect advertisements to be visible. However, you should not let the advertisements distract users or prevent them from consuming the site content. For example, advertisements, supplement contents, or interstitial pages (pages displayed before or after the content you are expecting) that make it difficult to use the website. Learn more about this topic.38


John Lincoln (MBA) is CEO of Ignite Visibility (a 2017, 2018 & 2019 Inc. 5000 company) a highly sought-after digital marketing strategist, industry speaker and winner of the coveted Search Engine Land "Search Marketer of the Year" award. With 16+ years of demanding experience, Lincoln has worked with over 1,000 online businesses including amazing clients such as Office Depot, Tony Robbins, Morgan Stanley, Fox, USA Today, COX and The Knot World Wide.
Google loves great websites with quality content. Our design and SEO teams work together to understand your business, audience, competition and target keywords. We use responsive design or mobile first design on every site—ensuring that they look great and function well on all devices. Every web design project results in the perfect blend of user-friendliness and Google-friendliness.

Inclusion in Google's search results is free and easy; you don't even need to submit your site to Google. Google is a fully automated search engine that uses web crawlers to explore the web constantly, looking for sites to add to our index. In fact, the vast majority of sites listed in our results aren't manually submitted for inclusion, but found and added automatically when we crawl the web. Learn how Google discovers, crawls, and serves web pages.3
To prevent users from linking to one version of a URL and others linking to a different version (this could split the reputation of that content between the URLs), focus on using and referring to one URL in the structure and internal linking of your pages. If you do find that people are accessing the same content through multiple URLs, setting up a 301 redirect32 from non-preferred URLs to the dominant URL is a good solution for this. You may also use canonical URL or use the rel="canonical"33 link element if you cannot redirect.
SEO stands for ‘Search Engine Optimization’. It’s the practice of optimizing your web pages to make them reach a high position in the search results of Google or other search engines. SEO focuses on improving the rankings in the organic – aka non paid – search results. If you have a website and you want to get more traffic, it should be part of your marketing efforts. Here, I’ll explain what SEO is and how we approach it at Yoast.
In March 2006, KinderStart filed a lawsuit against Google over search engine rankings. KinderStart's website was removed from Google's index prior to the lawsuit, and the amount of traffic to the site dropped by 70%. On March 16, 2007, the United States District Court for the Northern District of California (San Jose Division) dismissed KinderStart's complaint without leave to amend, and partially granted Google's motion for Rule 11 sanctions against KinderStart's attorney, requiring him to pay part of Google's legal expenses.[70][71]
In February 2011, Google announced the Panda update, which penalizes websites containing content duplicated from other websites and sources. Historically websites have copied content from one another and benefited in search engine rankings by engaging in this practice. However, Google implemented a new system which punishes sites whose content is not unique.[36] The 2012 Google Penguin attempted to penalize websites that used manipulative techniques to improve their rankings on the search engine.[37] Although Google Penguin has been presented as an algorithm aimed at fighting web spam, it really focuses on spammy links[38] by gauging the quality of the sites the links are coming from. The 2013 Google Hummingbird update featured an algorithm change designed to improve Google's natural language processing and semantic understanding of web pages. Hummingbird's language processing system falls under the newly recognized term of 'Conversational Search' where the system pays more attention to each word in the query in order to better match the pages to the meaning of the query rather than a few words [39]. With regards to the changes made to search engine optimization, for content publishers and writers, Hummingbird is intended to resolve issues by getting rid of irrelevant content and spam, allowing Google to produce high-quality content and rely on them to be 'trusted' authors.
A few years back we decided to move our community forum from a different URL (myforum.com) to our main URL (mywebsite.com/forum), thinking all the community content could only help drive additional traffic to our website. We have 8930 site links currently, which probably 8800 are forum content or blog content. Should we move our forum back to a different URL?

You pay each time a user clicks on an SEM result. You pay nothing when a user clicks on an SEO result. SEM results are paid placements, and your brand is charged each time a user clicks on the result. Therefore, you must have a budget for continually showing SEM ads and using this form of PPC lead generation. On the flip side, you are never charged when a user clicks on an organic search result.

And finally, the other really important bucket is authority. Google wants to show sites that are popular. If they can show the most popular t-shirt seller to people looking to buy t-shirts online, that’s the site they want to show. So you have to convince Google - send them signals that your site is the most popular site for the kind of t-shirts that you sell.


An SEO audit should not be rushed. It simply takes time to uncover root causes of the issues affecting your online health. Depending on the size of your site, a proper audit can take anywhere from 2-6 weeks to complete. Due diligence is required when making major changes to any website, and an SEO specialist must conduct a thorough investigation to make accurate, impactful recommendations.
I like the competition analysis tools, it provides paid and organic data, which gives me an idea on how to catch up and outrank the immediate competition for my clients. It also provides data for the potential traffic, which helps show clients the potential gains of the campaign. And with the marketing plan, I know what needs to be improved in order to get results for my clients.
In the last year, Google and Bing have both indicated a shift to entity-based search results as part of their evolution. Google has unscored this point with rich snippets and Knowledge Graph, and Bing has now upped the ante on personal search results with Bing Snapshots. Find out how you can adopt strategies to stay ahead of the curve in the new world of semantic search results.
Dallas SEO Dogs builds custom, high return PPC campaigns. While it’s a primary revenue source for many of our clients, PPC also compliments SEO both as a short-term revenue source (while rankings build) and as a long-term asset (for competitive terms that are building rankings). Even as we achieve our SEO goals, dominating page one in both paid and organic listings allows us to develop brand dominance for clients. We are a Google Certified Partner and our cutting-edge strategies have earned us the right to be one of the most recommended pay-per-click management companies in Dallas.
Links to your site are extremely valuable – When another website links to yours, search engines consider that an indicator that your site contains valuable content. Not so long ago, getting dozens of links from low-quality sites was all it took to boost your ranking. Today, the value of a link to your site depends on the quality of the site that linked to you. Just a few links to your business from high-traffic sites will do wonders for your ranking!
Another excellent guide is Google’s “Search Engine Optimization Starter Guide.” This is a free PDF download that covers basic tips that Google provides to its own employees on how to get listed. You’ll find it here. Also well worth checking out is Moz’s “Beginner’s Guide To SEO,” which you’ll find here, and the SEO Success Pyramid from Small Business Search Marketing.
The world is mobile today. Most people are searching on Google using a mobile device. The desktop version of a site might be difficult to view and use on a mobile device. As a result, having a mobile ready site is critical to your online presence. In fact, starting in late 2016, Google has begun experiments to primarily use the mobile version of a site's content42 for ranking, parsing structured data, and generating snippets.
In December 2009, Google announced it would be using the web search history of all its users in order to populate search results.[33] On June 8, 2010 a new web indexing system called Google Caffeine was announced. Designed to allow users to find news results, forum posts and other content much sooner after publishing than before, Google caffeine was a change to the way Google updated its index in order to make things show up quicker on Google than before. According to Carrie Grimes, the software engineer who announced Caffeine for Google, "Caffeine provides 50 percent fresher results for web searches than our last index..."[34] Google Instant, real-time-search, was introduced in late 2010 in an attempt to make search results more timely and relevant. Historically site administrators have spent months or even years optimizing a website to increase search rankings. With the growth in popularity of social media sites and blogs the leading engines made changes to their algorithms to allow fresh content to rank quickly within the search results.[35]
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