Technical SEO and measurement. Writes about crawling, indexing, Core Web Vitals and the difference between a figure and a guess.
338 articles
Google's guidance on content created mainly to help people rather than to rank in search, and the questions it suggests creators ask about their own pages. Wher...
Articles that review or compare products, and Google's guidance on what makes them useful, such as evidence of hands-on testing and comparison. Why does it matt...
Practices that manipulate links to a site to influence rankings, such as buying links, excessive link exchanges and automated link building. At a glance Prohibi...
The clickable words of a link, which tell people and search engines what the linked page is about. What is at stake Descriptive anchor text improves both usabil...
Republishing your content on other sites, or theirs on yours, and the signals used to show which version is the original. The key figures Duplicate content Goog...
Query strings added to URLs for sorting, filtering, sessions and tracking, which can create many duplicate versions of the same page. Where most projects go wro...
Few site architecture questions start as many arguments as subdomains versus subfolders. Should the new blog live at blog.example.com or at example.com/blog? Sh...
Pages that exist on a site but have no internal links pointing to them, so visitors and crawlers can only reach them through sitemaps or external links. Why doe...
Pages with little original value, such as near-identical location pages or pages created only to rank for variations of a search and send visitors elsewhere. At...
Showing search engines different content from what users see, or redirecting users somewhere other than what search engines indexed. What is at stake Both are e...
Serving a site over HTTPS with a valid certificate, and the search implications of switching from HTTP or running mixed versions. The key figures Ranking Google...
The percentage of search impressions that result in a click, which depends on position, the search features on the page and how attractive a result's title and...
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