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Having a few 404 errors will not ruin your rankings completely, but they can lower your user experience, which ultimately can affect your SEO performance. Today, many sites use secondary menus to accommodate for additional content. Loads of site-owners can’t help but state that they “can’t squeeze all they have to say in just a few pages.” If you are working out an SEO strategy, you should split it into two parts: on-page SEO and off-page SEO. On-page SEO refers to all the measures you can take effect on your own site. These measures make it easier for search engines to find your website, index it, and understand and classify your content. Offpage SEO covers issues which are external to your website and ensure an inflow of high-quality inbound links. When pursuing a link, which is more important, relevance or authority?

Take advantage of rich snippets

A good link profile is not just backlinks. Stated another way, backlinks are just one component of the link profile. There is a deeper complexity to the backlink discussion. Remember: Google wants to see that people are spending time on your website and the best way you can ensure this happens is by making content that people want to read. Moreover, you need to ensure that that content is presented in a way that encourages people to stick around. SEO works best when it is tailored to the Website, rather than forcing a Website to comply with a specific list of SEO requirements. You’re not optimizing for search if you require every Website to do the exact same things. Ranking in the search engines can be hard. Especially if the competition in your niche is high. As you probably know, you should start with doing your keyword research: getting inside the heads of your audience, knowing exactly what words they use and what they are searching for. But then what?

Indexing requirements often conflict with aesthetic requirements

So you want your site to be among those most relevant for the keywords relevant to your business. Ideally you want to be towards the top of the first page of the search results as people do not often look further than that. If you create high-quality pieces of informative content on your website page-to-page, you will rank. One of the recommendations I frequently give as an SEO consultant is to optimize your images. A lot of websites have images that are relatively large, which take a lot of time to load. Resizing your images can speed up the loading time. The problem is, not all backlinks are the same. A large and authoritative site in your niche may be more powerful than many general blogs with little or spammy backlinks. It’s important not to waste your time creating content for sites that won’t help you rank, but how do you determine if a site is worth getting a link from?

How do search engines determine relevance and popularity amongst such a large number of results?

A handy thing to know when you are acquiring links from other sources is the difference between follow and nofollow links. Facebook and Twitter are two of the highest traffic referral sources for some sites, so be sure that you have profiles and are active regularly on both. People love to know about companies, so share company events, company awards, employee new hires, and most importantly, share information related to your industry that is not related to your company often. No one wants to talk to someone that consistently talks about their-self. Old-school SEO focused on keywords. New-school SEO focuses on high click-through rates, “long clicks”, freshness, and amplification...which are all signals that users are successfully finding the answers they’re looking for in your content. Gaz Hall, a Freelance SEO Consultant, commented: "Google is acutely concerned about the user's experience. It has been for a long time and this is nothing new."

Use each keyword carefully

You want your company’s name to be one of the first results that they see. SEO criteria frequently changes and becomes more difficult, so many website owners (and so-called SEO professionals) fall out of their practice claiming that SEO is dead. Link building is also spreading brand awareness and capturing referral traffic. Even if your site hasn't lost any traffic over the years, if you find a bunch of technical errors, they could be keeping you from receiving all the search engine traffic you deserve. It's very possible that spending a day fixing these problems could pay off handsomely in the long run.