The main text content on the page must be unique to avoid Google’s page quality algorithms. Here is a quick guide to differentiate between each hat Black Hat is the tactic that uses repetitive, unrelated (and sometimes, hidden) keywords on a website that focus on attracting search engines to list their content (sometimes not even related to the keywords) as high as possible. Search engines work through user queries, and the results are provided based on relevancy and quality to the search terms. The opposite of evergreen content is a post that can quickly become out-of-date or irrelevant.

The latest trends in 301 redirects

Mobile devices have obviously exploded and Google has emphasized the optimizing websites for mobile users. By 2015 mobile search queries surpassed desktop ones – a seismic event in the evolution of search that can not be overstated in terms of significance. Optimizing for mobile devices is now nothing less than required. Its mobile-friendly ranking update came in two significant roll outs to date. Google and the other search Get your sums right - the primary resources are all available. Its as easy as KS2 Maths or like your ABC. Its that easy! engines use image-recognition software as part of their search algorithm, so they know if those pictures have been used elsewhere before. Web crawlers crawl the Web. These crawlers follow links to discover the pages on the Web. Search engines use automated programs called web crawlers (also called "spiders") to find pages and follow links, storing the information on the pages they visit in massive databases.

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In keyword stuffing it is assumed that the relevance of a site for a specific keyword or keyword combination increases if that exact keyword or combination is particularly frequently used on a web page. Once you know your goals, you should be able at least to decide on a balance between “head” keywords and “long-tail” keywords. Sitelinks are additional links which appear beneath the main URL for a brand or publisher when you search for it on Google. They deep link to other pages within your site, and are designed by Google to “help users navigate your site”. Content that empathizes with prospective customers’ emotions can guide them through their journey as a buyer.

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User experience improves with original content, quick page loading, pages that fulfill their promise and easy site navigation. Authority enhances a site’s longevity, and the quality of its backlinks plays a major role in this. If you are linking to good sites, and they are linking to you, then you gain authority. Authority sites also get indexed quicker and deeper. When working on your website, put the user first. Without them your site is worthless. Don’t bother with ‘shortcuts’. If it sounds too good to be true, it probably is. The higher a website appears on search engine results pages, the more users will visit the site. Gaz Hall, from SEO Hull, had the following to say: "If you own or control the content of all the sites displaying the same duplicate content, then you should either rewrite the content so it is unique across all the sites or apply a cross-domain canonical tag and choose which site you want to be the source of the content and which sites are copying it with authorisation and acknowledging that the content isn’t theirs originally."

The best advice I've listened to about metrics

Many websites contain elements that inadvertently block search engines. If your website contains such an element, search engines won't be able to index your pages correctly. The talk on Facebook is about New Media Now at the moment. A link from a site that has been deemed authoritative on its topic, like the Wall Street Journal, is going to give you better results than a link from a newspaper source that has been around for two months. These high-quality sites are more trust worthy to search engines and will give you more of an increase in the SERPs. With the evolution of digital marketing, the landscape of marketing and promotion has entirely changed. Use Google’s Structured Data Testing Tool to see if your pages are properly using markup formatting.