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The canonical URL tells you / Google what the source of a page is. It’s clear that there is a link between the websites which rank highly for a certain keyword and whether or not that keyword appears in its URL. However, this is unlikely to be the only factor that determines whether or not a site can rank well. Google guidelines are very strict and sites operating outside of current recommendations can receive a Google penalty. SEO needs to be done correctly and in competitive arenas it should be considered a long term investment. If anyone contacts you promising page one positions in the short term – they lie! Therefore, you will want to check that everything is intact with it.

Things about non reciprocal links you have to experience yourself

Websites with fresh content added on a regular basis are given more authority, and rank higher in the search results. Fresh content tells Google you are maintaining your website. Cloaking is when you present different content or URLs to your visitors than you do to the search engines. Along those lines, a “sneaky” redirect is when site owners “embed a link in JavaScript that redirects the user to a different page with the intent to show the user a different page than the search engine sees… It’s important to keep in mind that if search engine traffic is your only goal, your results will probably suffer. There are few things more frustrating and downright annoying than investing a large amount of money into a well-researched, written and designed piece of content — that nobody sees.

When auditing your site, take time to think about landing pages

By adding modifiers like “best”, “guide” or including the current year, you can increase the rankings of your page. Technical SEO lays a solid foundation that gives your content the best chance to rank for relevant keywords and phrases. When someone searches “shop women’s watches” in Google, you want your website to show up. While the first reason is less malicious (though clearly ethically wrong), the latter can destroy your SEO when your content is repeatedly stolen to discredit your work. Often, the content is spread across link farms to confuse search engines further and convince Google that your content should be punished.

Types of site changes brought on by organic links

Web pages that are optimized for the organic listings of a particular search term are more likely to be included in the local search results. Because of this change users are discovering that traditional, short and entirely keyword based queries, which were perfect in the early days of the internet, are less effective at unearthing relevant results than their longer, more conversational alternatives. There are plenty of things that you can do to optimise your content as part of your blog roll or your on-page content. We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "SEO helps businesses by allowing them to attract more customers to their website and if it's done right – attract them in a way that they also become customers. This is why I pair SEO with 'Conversion Rate Optimization' so that any site I'm doing SEO on also gets improvements in design and development that are intended to make it easy for people to become customers of your business."

Great ideas about metrics to share with your colleagues

The key is to know your audience. Even though it is not a surefire indicator of ranking potential, I still hold that it is important to first look at competitor’s DA when starting your SEO analysis. In my opinion this will allow you to gain at least some initial visibility into your ranking potential. Google wants to provide information-rich search results to its users so obviously it doesn’t like it when valueless content appears at the top of the search results. Each webpage needs to have a unique title and you should try to include your primary phrase in every title of each page.