SEO Guides




SEO Guides

Content Marketing, Crawlers, Google

Syndication Source Tag

Back in 2010, Google introduced two new meta tags for news articles: original-source and syndication-source. These two tags were created to allow news curators to publish another website’s article on their own website, without the risk of a Google penalty for plagiarism or duplicate content.

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Content Marketing, Google

Keyword And Keyword Research

Keywords are single words or phrases that you want search engines to associate with your site, so that when those keywords are entered in search by someone, your website is visible.

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Algorithm, Google

Rich Answers

Google is always evolving, their developers are creating more intuitive ways to show answers to users’ search queries. ‘Rich answer’ is one of their new developments.

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Crawlers

hCard

In the world of SEO, hCard was best known as a microformat standard used for forming structured data; the data was created for the benefit of search engines over people. This helps search engines to have a better understanding of the information on web pages.

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Google, Technical

NAP (Name, Address, Phone Number)

NAP is short for name, address, phone number. For search engines like Google, these details create a unique marker that distinguishes you from anyone else. By listing your NAP details consistently, you reflect your presence in a particular area and your ability to rank for location-based searches.

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Content Marketing, Google

Co-citation

A citation, link or mention in any digital content signifies endorsement, trust and authority. SEO co-citation refers to the interaction that occurs when websites discuss interrelated themes, concepts and mention each other. A crucial element of co-citation is the significance of the words that surround links. Implementing co-citation can help explain how to get ranked for keywords that you don’t even reference, thanks to the words and citations that you usually are associated with.

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Google

Vertical Search

Vertical engines are search engines that specialise in different types of search. For example, Google’s image search, location or map search, news search, and web search would be considered a verticals. These should be actually be considered as separate search engines, all under the Google umbrella.

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Crawlers, Google

Schema Markup

Google introduced Schema markup in 2011. It is a form of a microdata that was made in collaboration by Google, Bing, Yahoo! and Yandex. The objective has been to develop a specific language of tags that enable webmasters to communicate the meaning of web pages to computer programs that read them, including search engines.

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Algorithm, Google

Panda Algorithm

Google launched Panda in early 2011, a search results algorithm which filtered out websites with low quality content. This was the beginning of a series of huge quality control checks. Google Panda effectively stripped search results pages (SERPs) of badly constructed and spammy content, enabling higher quality websites to rise to the top.

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Advertising, Marketing

Event Tracking & Conversion Tracking

Event tracking refers to the measuring of interactions on a website beyond a web page load. Event tracking supplies data on how web visitors are engaging with a website, which makes it possible to optimise the SEO and PPC marketing campaigns to maximum effect.

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Algorithms

What Is Link Juice?

A site has an overall Domain Rank. This is the total amount of positive link metrics associated with a website as a whole. The Domain Rank is determined by the combined PageRank of all of the individual pages on a website.

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Crawlers, Technical

301 Redirects

A 301 redirect is an instruction that tells a browser: “The requested page is no longer available at the URL you have, you’ll find it at this new new address”.

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Google

User Reviews

User reviews are a very significant element of SEO and digital marketing. Google are more inclined to reward sites that have positive user reviews with better rankings and also reviews can act as a powerful promotional tool.

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Google, Technical

Local Search

Local search is always evolving. For a business that needs to attract customers to a physical location, ranking well in local search can be a paramount consideration in any credible marketing strategy, and has rapidly become an SEO top-priority.

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Advertising, Marketing, Technical

Conversion Rate Optimisation

Conversions happen on a website when a user performs an action that takes them further along the buying cycle. For example, a conversion could be requesting a quote, or buying your product outright. A company's website should always be built with a view to having a good conversion rate.

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Content Marketing, Technical

Link Building

Link building is the process of acquiring links from an external source which points to your site. These links enable both search engines and users to visit your site and get it on the search results map

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Crawlers, Technical

Rel Canonical Tag

A rel=canonical tag is a snippet of HTML code that marks up web pages which are at risk of being interpreted as duplicate content. Through using this tag in pages with similar or identical content, webmasters are able to convey to search engines which is the original page-the ‘canonical link’—and which are subsequent copies.

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Advertising, Google, Marketing

Spam

Spam is in relation to a broad range of unwanted links, pop-ups, data and emails that we face in our daily interactions on the internet. Spam can be simply unwanted, but it can also be very misleading, harmful and problematic for your site in a number of ways.

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Crawlers, Google, Technical

URL Parameters

URL parameters are used to indicate how search engines should handle parts of your site based on your URLs, in order to crawl your site more efficiently. This refers to folders within a URL string.

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Algorithms, Google

Hummingbird Algorithm

Hummingbird is a search algorithm implemented by Google. Introduced in August 2013, it was used to replace the previous Caffeine algorithm, and impacts around 90% of Google searches.

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Algorithm, Google, Technical

Bounce Rate

According to Google Analytics, bounce rate is the percentage of sessions in which a user left your site from the page through which they entered it, without interacting with it.

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Google, Marketing

Branded Search

Branded search is results displayed when a user searches for your brand name. Whether you’re a new start-up or a large national business, you will want to rank number one for your branded search. However, it isn’t always easy to be the top listing, even for your own brand.

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Content Marketing, Marketing

Content Optimisation

Arguably the most significant SEO factor is content. Good SEO agencies optimise content by creating information that both users and Google will love. This is known as content optimisation, and it will help make your website more visible in search.

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Crawlers, Technical

NoFollow Tags

The nofollow tag allows publishers to inform Google and other search engines that they do not endorse certain links to other pages.

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Crawlers, Google

What are Rel=Prev and Rel=Next?

Google introduced these functions in September 2011 to combat the problem of duplicate content. The Rel=Prev and Rel=Next are added to the HTML code of a site in order to let search engines know that a certain collection of consecutive pages should all be indexed together.

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Crawlers, Google

Crawlers

A crawler is a program used by search engines that traverses the internet in order to gather and index data.

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Crawlers, Google

Meta Robots Tags

Robots.txt and meta robots tags are used by search engine optimisation agencies and webmasters to order instructions to crawlers traversing and indexing a website.

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Crawlers, Technical

NoScript Tags

The NoScript tag is an important tool for web developers, providing content on pages enriched with JavaScript, Java, Flash or AJAX for users whose browsers do not support dynamic content hosted in these forms. Notices like “Your browser is unable to read JavaScript” when trying to load a website is an example of the NoScript tag in action.

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Content Marketing, Crawlers

JavaScript, Java, AJAX & Flash

Historically search engines found it hard to read any information and links that do not appear in HTML format within a page’s source code. The continuing development of Google Image Search, which is becoming integral to the search engine’s algorithms, has improved this somewhat.

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Content Marketing, Technical

Website Navigation

One of the most important factors for both SEO and User Experience (UX) is website navigation. A well-designed, well-organised site with easy navigation will not only improve your site’s UX, but will also help the search engine bots crawl a website by helping them find all the site’s content and making more efficient use of their crawl budgets.

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Google, Marketing, Technical

Domain Transfers

If your company is renaming or rebranding itself or your website needs to be moved to another server your onsite content will need to be precisely redirected to its new home. If your redirects are not correctly completed, your new website will be riddled with 404 File Not Found errors, which can diminish user experience, leading to an increased bounce rate and therefore a decreased page ranking.

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Crawlers, Google

First Click Free

First Click Free is a tool made by Google that allows bots to crawl and index content held behind forms, predominantly on subscription or registration-only sites such as The Financial Times.

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Google, Technical

White Hat vs Black Hat

In the SEO world, terms like ‘white hat’ and ‘black hat’ are very common. Essentially, white hat refers to good SEO practices that search engines recommend, while black hat refers to bad SEO practices that break search engine rules.

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Content Marketing, Technical

Heading Tags

Heading tags are vital to user experience and a page’s rankings. For a website visitor, a heading tag can change the look and feel of a heading or subheading, usually making it bigger and bolder.

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Content Marketing, Technical

Meta Tags

Meta tags are text snippets in the html of a web page. They are no visible to site visitors and if implemented correctly they can have a significant effect on SEO.

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Google, Technical

Accelerated Mobile Pages (AMP)

Google’s Accelerated Mobile Pages (AMP) is an open source project designed to improve the loading speed and readability of content for mobile users. Think of it as an upgrade to mobile-friendly pages.

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Content Marketing, Technical

Online Directories

Directories used to be an SEO staple. Believed as the internet's answer to the Yellow Pages, online directories played host to huge lists of links, often broken down into useful categories for the reader.

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Algorithm, Google

Penguin Algorithm

Announced in April 2012, Google Penguin is an algorithm update aimed to reduce web spam, penalising sites that violated Google’s Webmaster Guidelines by using black hat techniques to obtain links and manipulate search engine rankings. It also rewarded websites with high quality link profiles.

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Algorithm, Google

Knowledge Graph

The Knowledge Graph is Google’s system for organising information about millions of well-known entities: people, places, and organisations, to build a map of how information is interconnected. It’s a knowledge base used by Google to enhance its search results with the use of human language technology (e.g. entity recognition and linking) and the semantic web (graphs of linked data).

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Crawlers, Technical

Sitemaps

A sitemap is a resource you make for your website to allow it to be discovered by Google and other search engines. Providing resource metadata in the form of sitemaps is a vital method to position your content to appear in search.

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Technical

Link Metrics, PageRank & Domain Authority

Link Metrics is the name referring to the criteria for ranking search results. They reflect the significance of any given webpage on the internet, and include some measure of domain authority, relevancy and trust. It’s a method to measure sites not by how important their webmasters say they are, but by how authoritative, relevant and trusted other web users say they are.

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Marketing

Social Media Optimisation

Social media optimisation is performed in conjunction with search engine optimisation as there are strong parallels between the two services.

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Content Marketing, Crawlers, Google

Anchor Text

Anchor text is the text of an outbound link, which is clickable, and it’s readable to both the user and to search engines.

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Technical

HTTPS (Hypertext Transfer Protocol Secure)

Hypertext Transfer Protocol Secure (HTTPS) is an internet communication protocol that protects the privacy of user data between their browser and the site they are using.

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Marketing, Technical

Google Analytics

Google Analytics is a free web service which provides comprehensive statistics and analytical tools for SEO and marketing purposes. Analytics monitors traffic to a website and collects data on how visitors interact with the site.

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