Do you regularly publish helpful, useful articles, videos or other types of media that are popular and well produced? Do you write for actual human beings rather than the search engine itself? Well, you should. Latest research from Searchmetrics on ranking factors indicates that Google is moving further towards longer-form content that understands a visitor’s intention as a whole, instead of using keywords based on popular search queries to create content.
Evaluating which self-service SEO tools are best suited to your business incorporates a number of factors, features, and SEO metrics. Ultimately, though, when we talk about "optimizing," it all comes down to how easy the tool makes it to get, understand, and take action on the SEO data you need. Particularly when it comes to ad hoc keyword investigation, it's about the ease with which you can zero in on the ground where you can make the most progress. In business terms, that means making sure you're targeting the most opportune and effective keywords available in your industry or space—the words for which your customers are searching.
Rob Marvin served as PCMag's Associate Features Editor from December 2017 to December 2019. He wrote features, news, and trend stories on all manner of emerging technologies. Beats included: big tech coverage, startups, business and venture capital, blockchain and cryptocurrencies, artificial intelligence, augmented and virtual reality, IoT and aut... See Full Bio
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.
While the title tag is effectively your search listing’s headline, the meta description (another meta HTML element that can be updated in your site’s code, but isn’t seen on your actual page) is effectively your site’s additional ad copy. Google takes some liberties with what they display in search results, so your meta description may not always show, but if you have a compelling description of your page that would make folks searching likely to click, you can greatly increase traffic. (Remember: showing up in search results is just the first step! You still need to get searchers to come to your site, and then actually take the action you want.)
Ultimately, we awarded Editors' Choices to three tools: Moz Pro, SpyFu, and AWR Cloud. Moz Pro is the best overall SEO platform of the bunch, with comprehensive tooling across keyword research, position monitoring, and crawling on top of industry-leading metrics incorporated by many of the other tools in this roundup. SpyFu is the tool with the best user experience (UX) for non-SEO experts and the deepest array of ROI metrics as well as SEO lead management for an integrated digital sales and marketing team.

Users will occasionally come to a page that doesn't exist on your site, either by following a broken link or typing in the wrong URL. Having a custom 404 page30 that kindly guides users back to a working page on your site can greatly improve a user's experience. Your 404 page should probably have a link back to your root page and could also provide links to popular or related content on your site. You can use Google Search Console to find the sources of URLs causing "not found" errors31.
The leading search engines, such as Google, Bing and Yahoo!, use crawlers to find pages for their algorithmic search results. Pages that are linked from other search engine indexed pages do not need to be submitted because they are found automatically. The Yahoo! Directory and DMOZ, two major directories which closed in 2014 and 2017 respectively, both required manual submission and human editorial review.[40] Google offers Google Search Console, for which an XML Sitemap feed can be created and submitted for free to ensure that all pages are found, especially pages that are not discoverable by automatically following links[41] in addition to their URL submission console.[42] Yahoo! formerly operated a paid submission service that guaranteed crawling for a cost per click;[43] however, this practice was discontinued in 2009.
Rob Marvin served as PCMag's Associate Features Editor from December 2017 to December 2019. He wrote features, news, and trend stories on all manner of emerging technologies. Beats included: big tech coverage, startups, business and venture capital, blockchain and cryptocurrencies, artificial intelligence, augmented and virtual reality, IoT and aut... See Full Bio
Optimizing a website may involve editing its content, adding content, and modifying HTML and associated coding to both increase its relevance to specific keywords and remove barriers to the indexing activities of search engines like Google ,Yahoo etc.[citation needed] Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. By May 2015, mobile search had surpassed desktop search.[3]
A website or URL’s ranking for keywords or keyword combinations varies from search engine to search engine. A domain may rank for a certain keyword in the top 3 on Bing, but not even be on the first page of the Google search results for the same keyword. Of course, the same is true of all search engines – Bing, Google, Yahoo and every other search engine uses its own method for calculating rankings and therefore ranks websites differently.
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.

The third type of crawling tool that we touched upon during testing is backlink tracking. Backlinks are one of the building blocks of good SEO. Analyzing the quality of your website's inbound backlinks and how they're feeding into your domain architecture can give your SEO team insight into everything from your website's strongest and weakest pages to search visibility on particular keywords against competing brands.
For the purposes of our testing, we standardized keyword queries across the five tools. To test the primary ad hoc keyword search capability with each tool, we ran queries on an identical set of keywords. From there we tested not only the kinds of data and metrics the tool gave, but how it handled keyword management and organization, and what kind of optimization recommendations and suggestions the tool provided.

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]
The terms SEO experts often start with are page authority (PA) and domain authority (DA). DA, a concept in fact coined by Moz, is a 100-point scale that predicts how well a website will rank on search engines. PA is the modern umbrella term for what started as Google's original PageRank algorithm, developed by co-founders Larry Page and Sergey Brin. Google still uses PageRank internally but has gradually stopped supporting the increasingly irrelevant metric, which it now rarely updates. PA is the custom metric each SEO vendor now calculates independently to gauge and rate (again, on a scale of 100) the link structure and authoritative strength of an individual page on any given domain. There is an SEO industry debate as to the validity of PA and DA, and how much influence the PageRank algorithm still holds in Google results (more on that in a bit), but outside of Google's own analytics, they're the most widely accepted metrics out there.
The errors in technical SEO are often not obvious, and therefore one of the most popular. Mistakes in robots.txt and 404 pages, pagination and canonical URLs, hreflang tags and 301 redirects, http vs https and www vs non www versions: each of them can seriously spoil all efforts to promote the site. One quality SEO website analysis is enough to solve all the main problems in this part forever.
Link text is the visible text inside a link. This text tells users and Google something about the page you're linking to. Links on your page may be internal—pointing to other pages on your site—or external—leading to content on other sites. In either of these cases, the better your anchor text is, the easier it is for users to navigate and for Google to understand what the page you're linking to is about.
It might be awkward, but please don't scroll past this. This Monday we humbly ask you to defend Wikipedia's independence. Our 2019 fundraiser is coming to a close. 98% of our readers don't give; they look the other way. If you are an exceptional reader who already donated, we sincerely thank you. If all our readers donated just $2.75 today, Wikipedia could keep thriving for years. Most people donate for a simple reason—because Wikipedia is useful. If Wikipedia gave you $2.75 worth of knowledge this year, take a minute to secure its future with a gift to the Wikimedia Endowment. Show the volunteers who bring you reliable, neutral information that their work matters. Thank you.
Description meta tags are important because Google might use them as snippets for your pages. Note that we say "might" because Google may choose to use a relevant section of your page's visible text if it does a good job of matching up with a user's query. Adding description meta tags to each of your pages is always a good practice in case Google cannot find a good selection of text to use in the snippet. The Webmaster Central Blog has informative posts on improving snippets with better description meta tags18 and better snippets for your users19. We also have a handy Help Center article on how to create good titles and snippets20.
The errors in technical SEO are often not obvious, and therefore one of the most popular. Mistakes in robots.txt and 404 pages, pagination and canonical URLs, hreflang tags and 301 redirects, http vs https and www vs non www versions: each of them can seriously spoil all efforts to promote the site. One quality SEO website analysis is enough to solve all the main problems in this part forever.
The tools we tested in this round of reviews were judged on which do the best job of giving you the research-driven investigation tools to identify SEO opportunities ripe for growth, along with offering enterprise-grade functionality at a reasonable price. Whether one of these optimization tools is an ideal fit for your business, or you end up combining more than one for a potent SEO tool suite, this roundup will help you decide what makes the most sense for you. There's a wealth of data out there to give your business an edge and boost pages higher and higher in key search results. Make sure you've got the right SEO tools in place to seize the opportunities.

On the voice and natural language side, it's all about FAQs (frequently asked questions). Virtual assistants and smart home devices have made voice recognition and natural language processing (NLP) not only desirable but an expected search vector. To predict how to surface a business's results in a voice search, SEO professionals now need to concentrate on ranking for the common NL queries around target keywords. Google's Quick Answers exist to give its traditional text-based search results an easy NL component to pull from when Google Assistant is answering questions.
If you own, manage, monetize, or promote online content via Google Search, this guide is meant for you. You might be the owner of a growing and thriving business, the webmaster of a dozen sites, the SEO specialist in a Web agency or a DIY SEO ninja passionate about the mechanics of Search : this guide is meant for you. If you're interested in having a complete overview of the basics of SEO according to our best practices, you are indeed in the right place. This guide won't provide any secrets that'll automatically rank your site first in Google (sorry!), but following the best practices outlined below will hopefully make it easier for search engines to crawl, index and understand your content.
Google used to make much of its ad hoc keyword search functionality available as well, but now the Keyword Planner is behind a paywall in AdWords as a premium feature. Difficulty scores are inspired by the way Google calculates its Competition Score metric in AdWords, though most vendors calculate difficulty using PA and DA numbers correlated with search engine positions, without AdWords data blended in at all. Search Volume is a different matter, and is almost always directly lifted from AdWords. Not to mention keyword suggestions and related keywords data, which in many tools come from Google's Suggest and Autocomplete application programming interfaces (APIs).
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
Some search engines have also reached out to the SEO industry, and are frequent sponsors and guests at SEO conferences, webchats, and seminars. Major search engines provide information and guidelines to help with website optimization.[18][19] Google has a Sitemaps program to help webmasters learn if Google is having any problems indexing their website and also provides data on Google traffic to the website.[20] Bing Webmaster Tools provides a way for webmasters to submit a sitemap and web feeds, allows users to determine the "crawl rate", and track the web pages index status.

Site. Migration. No two words elicit more fear, joy, or excitement to a digital marketer. When the idea was shared three years ago, the company was excited. They dreamed of new features and efficiency. But as SEOs we knew better. We knew there would be midnight strategy sessions with IT. More UAT environments than we could track. Deadlines, requirements, and compromises forged through hallway chats. ... The result was a stable transition with minimal dips in traffic. What we didn't know, however, was the amount of cross-functional coordination that was required to pull it off. Learn more in this video!

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