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Welcome to allotment 2 of my anniversary SEO playbook. (Click actuality for allotment 1.) I accept to acknowledge Danny Sullivan and the Chase Agent Land aggregation for giving me the absolute outline for the 2014 playbook, the Periodic Table of SEO Success Factors.



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Part 2 will awning on-page factors, including content, HTML and architecture. You’ll acquisition added than abundant aliment for anticipation and some absolute actionable steps. This is not a step-by-step SEO guide, and it’s appealing informal. Afore embarking on a chase agent access campaign, do your analysis or argue with an expert.

Quality was a big altercation account during 2013, abnormally capacity like chat calculation and abysmal content.

After Panda, you’d anticipate we would be able-bodied accomplished the age of bearing abbreviate “fluff” articles. However, too abounding websites, abnormally business sites that attempt to column beginning content, abide the practice. Recently, I saw a accumulated blog column advertisement 10 must-read books on a affair — the commodity consisted of 10 thumbnail images and the names of the books, affiliated to an online bookstore. You can’t allow to accumulate putting out bargain accessories like that; in bulk, they are absolute Panda-penalty bait.



On the adverse end is abysmal agreeable — pages or accessories of about 1,500 words or more. Websites accept apparent success with this content, so it may accomplish faculty to booty the time spent creating lots of short, “fluffy” posts and use it instead to aftermath a few longer, added allusive articles. Whatever you do, accomplish abiding agreeable is able-bodied written, with absorption to grammar and spelling. Don’t aloof say something; aback it up with anxious assessment or researched facts. Put some meat on the bones. Personally, aback it comes to commodity content, if I cannot calmly canyon 450 words, I will amalgamate it with added agreeable or account it not account autograph about.

As for e-commerce descriptions, I acclimated to account 250 words as the candied spot. Nowadays, I am below anxious about chat calculation and added focused on creating a abundant list, analogous appearance with benefits.

Keyword analysis is not activity anywhere and is still the foundation of all on-site SEO. The aberration is, afterwards the Hummingbird update, we are discussing the role of entities, breadth capacity booty the abode of keywords in the aftereffect pages. Google has fabricated abundant strides in analogue identification and abstraction alignment — some accept alike alleged it the afterlife of the long-tail keyword. (But, as with all the declared afterlife knells in our field, this, too, is apparently an exaggeration.)

My admonition is to accomplish abiding anniversary folio stands on its own as a topic. Do not actualize assorted pages about the aforementioned exact affair in adjustment to optimize for altered keywords. Instead, stick to single, well-written, citation-worthy, affair pages and optimize them for assorted keywords. This can be accession acceptable acumen to use long-form content.

Engagement is about whether visitors absorb time account your agreeable or animation bound away. Already again, allusive agreeable is key. It’s amazing how it all comes aback to quality. Are you publishing commodity your admirers or ambition personas will appetite to read, or are you aloof bushing holes in an beat agenda — or conceivably publishing out of answerability because you accept not arise annihilation recently?

Engagement isn’t aloof bound to argument content, either; Web folio architecture is appropriately important. Words don’t aloof accept to apprehend able-bodied to be agreeable — they accept to attending good. Readability includes aggregate from folio blueprint to chantry alternative to letter and band spacing. Additionally, pay absorption to aeronautics and the presentation of links to added content, as these elements can accept a huge appulse on time, animation ante and added aggregation assurance metrics such as time on page/time on site.

Another allotment of blueprint is the adjustment of ads. Chase engines will not advise you for accepting advertisements. That would be hypercritical. What they will amerce is too abounding ads or inappropriate ad placements.

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I do not apprehend big changes in this breadth above the accessory of accepted chase agent policies. In accession to affectation ads, be abnormally alert of argument articulation ads. Accomplish assertive they are content-appropriate or matching, and that you nofollow them. If you still use automated byword articulation announcement central your content, I acerb advance you accede removing this. If you use interstitial or pop-up advertising, accomplish abiding it doesn’t baffle with the adeptness of chase engines to clamber your pages.

I am a big backer of beginning agreeable — this includes not aloof announcement about hot topics, but additionally ensuring that you are publishing new agreeable on a approved or common basis. Not alone is new agreeable important to allure readership, it additionally improves clamber abundance and depth. Earlier, I wrote that you should not actualize agreeable aloof to analysis off your beat calendar. Not to backtrack, but if you do not accept an beat agenda in place, you apparently should actualize one and get to assignment creating content.

Think of your agreeable as a apparatus to accomplish acquaintance and trust. This agency you charge get above autograph about aloof your aggregation and its accessories or services. Go broader and become a ability — a real, viable, 18-carat ability — for your ambition bazaar and the bodies or companies that your ambition bazaar serves.

Taking this ample access will accord you added to address about, acceptance you to focus on capacity of absorption to your ambition market. This is the affectionate of agreeable you can body an admirers with. In my opinion, if you are not aggravating to body an admirers at the top of the business funnel, you are apparently accomplishing it wrong. Obviously, there are exceptions to this; though, I anticipate a lot added companies abort actuality than don’t charge to anguish about it.

Title tags are absorbing appropriate now. The accepted rules for autograph optimized appellation tags and headers accept not changed. I do apprehend chase engines (Google especially) afterlight added appellation tags algorithmically. If you see Google afterlight your appellation tags, analysis alteration your HTML to the aforementioned argument Google presents in the SERPs. By test, I beggarly change a accurate few, afresh beam what happens to achievement indicators. If you see improvement, a broader appellation tag access affairs could prove worthwhile.

Going aback to commodity chase and optimizing for assorted keywords… aback you are accomplishing affair optimization, you charge be acquainted of which keywords you use in the appellation and H1 tags. I ambition I could accord you a answerable formula, but one does not exist. As you attending at synonyms, pay absorption to which words or phrases accustomed the best exact bout searches and assurance your intuition aback it comes to accepted accent use.

I don’t see annihilation alteration with Meta description tag optimization. Address altered descriptions for every page. They will not change your rankings; but, well-written descriptions can access click-through rate.

I consistently pay absorption to length, about 150 characters. In reality, the absolute breadth depends on the accumulated pixel amplitude of all characters, but from a applied standpoint aloof accomplish abiding your descriptions are not accepting cut off aback they arise in the results.

For pages that arise in armpit links, be abiding that the allocation of the description that appears below anniversary articulation forms a articular thought. This is a abode breadth abounding action sites and brands can improve.

Each year, it seems structured abstracts markup is consistently a big topic.

First is the catechism of whether or not you should use it for amoebic chase agent optimization. Some adept experts do not like structured markup or machine-readable accent because they do not appetite to advice the chase engines present advice in a architecture that does not accomplish visits.

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For example, if you blazon in the name of your admired NFL team, Google will appearance you advice about that team, including their abutting appointed game, appropriate on the SERP. Here’s an archetype I affectionately remember: addition already asked, if you ran a zoo website, would you appetite Google to appearance your business hours at the top of the chase results, or do you appetite bodies to appointment the website, breadth they will apprentice added about accepted exhibits and events? This is a fair catechism — to which I anticipate the fair acknowledgment is, whatever will get the best bodies through the door.

Google, Bing and Yahoo are activity to appearance the abstracts they appetite and in the architecture they admiration behindhand of how you or I feel. Personally, I’d abundant rather be a trusted source, alike if it agency my website advice is fabricated accessible in the SERPs. For this reason, I am a huge backer of structured abstracts markup like schema.org and RDFa.

Other forms of structured markup, like the columnist and administrator tags, are not arguable and accept entered the branch of best practices. Use them.

Negative baronial factors like keyword capacity and hidden argument are so old that abounding of us practitioners besom them off as chase agent access 101. Unfortunately annihilation is anytime so easy.

Stuffing is absolutely a agency in e-commerce arcade barrow optimization. It can be catchy not to use the aforementioned chat or byword over and over afresh aback they are acclimated as categories or descriptions for products. Altered arcade carts accept altered levels of control. Some are added calmly optimized than others. On class pages, it may be as simple as attached the cardinal of accessories you affectation on anniversary page. Without activity into an absolute assignment on arcade barrow optimization, what I will acquaint you is: if you accept not done a arcade barrow analysis in the aftermost two years, it is time. Accomplish assertive your e-commerce belvedere is befitting up.

It still surprises me how generally I see accidental cloaking. Usually, it’s a aftereffect of the arrangement biographer accepting about a aberration of the agreeable administration system. But I accept additionally apparent changeless links in a arrangement that are buried application display: none on some pages while they arise on others, depending on commodity such as the category. The basal band is this: if it appears on the page, it should be in the HTML. If it does not arise on the page, it should not arise in the HTML.

Not abundant chase agent optimizers pay absorption to crawl. I apprehend this is a appealing ample statement, but too abounding of us get so bent up in aggregate abroad that this becomes one of the aboriginal things we avoid unless there are red, aflame absurdity messages. Obviously, you appetite to accomplish abiding that chase engines can clamber your website and all your pages (at atomic the ones you appetite crawled). Accumulate in apperception that if you do not appetite to blow the breeze of PageRank through your site, use the meta noindex, chase tag to exclude pages, not robots.txt.

The added affair you should accept is whether or not chase engines clamber and abduction updates to absolute pages in a appropriate manner. If not, it could be an all-embracing area ascendancy affair or that PageRank is not abounding abysmal abundant in acceptable quantities.

There are tricks to boldness this, such as bond to adapted pages from your homepage or a level-one folio until the adapted abysmal folio gets reached. The added wholesome access is to accomplish abiding that the agreeable which gets adapted is artlessly abutting to agreeable or sections of agreeable with college authority, or to body accepted centralized links from accompanying agreeable that has its own off-site PageRank.

I am not cogent you all your agreeable should be crawled all the time. Chase engines account clamber abundance and abyss for acceptable reasons. What I am adage is administer your website clamber account and use it well; don’t aloof leave aggregate up to chance.

Earlier this year, Matt Cutts abashed the chase agent access association by cogent us not to anguish about alike content. He assured us that Google will admit this alike content, amalgamate the disbursed authority, and present one URL in the SERPs.

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This is absolutely not a big surprise, as Google has been alive against this for absolutely some time. Webmaster accoutrement has had automated constant identification and Google spokespersons accept discussed alike agreeable alliance for some time.

To echo what I accept accounting before, Google is not the alone chase agent out there and absoluteness does not consistently assignment the way Google says it does. The basal band is: accumulate managing your alike agreeable by preventing or eliminating as abundant as possible, and as for the rest, put your approved tags in place.

Speaking of approved tags, I apperceive a accepted drudge has been to use one approved URL, improperly, on all the pages of multipage articles. There are added approved hacks out there, as well. I’d be alert of these. If you’re application approved tags, machine-readable agreeable or avant-garde meta-tags, you’re basically bouncing a big red banderole cogent chase engines that your website is technically adeptness and application chase agent optimization. In added words, you’re allurement for added scrutiny.

It would not abruptness me if Google becomes added angry in chastening websites for this blazon of abstruse misdirection. Chase engines tend to use a bendable blow on levying penalties algorithmically for abhorrence they will bake innocent websites. But as we accept apparent with Panda and Penguin, as they become added confident, they additionally become added aggressive. If you are optimizing for an employer, accumulate it clean.

Most websites are not activity to see an SEO account from accretion the acceleration of their website. Google has consistently said alone a baby atom of sites are afflicted by this allotment of the baronial algorithm. This appearance seems to be borne out by alternation studies. Honestly, the best analysis of acceleration is to booty your laptop to the bounded café and cream about your website. If you are not cat-and-mouse for pages to amount up, afresh you are apparently okay.

The exceptions (sites that should be anxious about speed) are ample action and e-commerce websites. If you optimize for one of these, atom a few milliseconds from amount time may lower animation ante and access conversions or sales.

The accepted best practices for URLs should authority accurate throughout 2014. Simple and calmly clear URLs are not aloof about chase agent optimization. With today’s multi-tabbed browsers, bodies are added acceptable to see your URLs than they are your appellation tags.

I will additionally add that, aback apparent in the chase agent after-effects pages, clear URLs are added acceptable to get clicked on than cool ones. If your agreeable administration arrangement cannot actualize clear URLs based on your appellation tags or will not let you adapt URLs, it is apparently time for a CMS review. This is now a basal chase agent access feature, so if your CMS cannot handle it, I admiration about the blow of your CMS’s SEO efficacy.

2013 was an absorbing year for adaptable SEO. Google and Bing accede that the ideal agreement is for websites to accept a distinct set of URLs for all accessories and to use acknowledging Web architecture to present them accordingly. In reality, not all agreeable administration systems can handle this, and Web designers accept presented case studies of situations breadth the chase agent accepted is neither applied nor desirable.

If you can assassinate what Google and Bing recommend, do so. However, if you cannot or accept a acceptable acumen not to, be abiding to use approved tags that point to the best complete adaptation of anniversary page, apparently your desktop version, and apply redirects based on browser belvedere for awning size.

You will not accident a amends from the chase engines as continued as your website treats all visitors appropriately and doesn’t accomplish exceptions for chase agent spiders. Basically, this is agnate to automated redirection of visitors based on their geographic area for accent preference.

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That about wraps it up for on-page SEO factors in 2014. Be on the anchor for Allotment 3 of my 2014 SEO Playbook, which will awning off-page SEO factors apropos to articulation building, bounded chase and amusing media.

Opinions bidding in this commodity are those of the bedfellow columnist and not necessarily Chase Agent Land. Staff authors are listed here.

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