Ever since its April 2015 update, Google is now taking the user's mobile experience into consideration in its search results. This means that when a user is doing a search on a mobile device, Google's search results will favor websites that are mobile friendly over the ones that aren't. If you want to capture that mobile search audience, you will need to have a mobile version of your website in addition to your desktop version.
By relying so much on factors such as keyword density which were exclusively within a webmaster's control, early search engines suffered from abuse and ranking manipulation. To provide better results to their users, search engines had to adapt to ensure their results pages showed the most relevant search results, rather than unrelated pages stuffed with numerous keywords by unscrupulous webmasters. This meant moving away from heavy reliance on term density to a more holistic process for scoring semantic signals. Since the success and popularity of a search engine is determined by its ability to produce the most relevant results to any given search, poor quality or irrelevant search results could lead users to find other search sources. Search engines responded by developing more complex ranking algorithms, taking into account additional factors that were more difficult for webmasters to manipulate. In 2005, an annual conference, AIRWeb (Adversarial Information Retrieval on the Web), was created to bring together practitioners and researchers concerned with search engine optimization and related topics.
But essentially the idea there is that this is a good representative of the the content from your website and that’s all that we would show to users on the other hand if someone is specifically looking for let’s say dental bridges in Dublin then we’d be able to show the appropriate clinic that you have on your website that matches that a little bit better so we’d know dental bridges is something that you have a lot on your website and Dublin is something that’s unique to this specific page so we’d be able to pull that out and to show that to the user like that so from a pure content duplication point of view that’s not really something I totally worry about.
QUOTE: “So sites that don’t have much content “above-the-fold” can be affected by this change. If you click on a website and the part of the website you see first either doesn’t have a lot of visible content above-the-fold or dedicates a large fraction of the site’s initial screen real estate to ads, that’s not a very good user experience.” Google 2012
The leading search engines, such as Google, Bing and Yahoo!, use crawlers to find pages for their algorithmic search results. Pages that are linked from other search engine indexed pages do not need to be submitted because they are found automatically. The Yahoo! Directory and DMOZ, two major directories which closed in 2014 and 2017 respectively, both required manual submission and human editorial review. Google offers Google Search Console, for which an XML Sitemap feed can be created and submitted for free to ensure that all pages are found, especially pages that are not discoverable by automatically following links in addition to their URL submission console. Yahoo! formerly operated a paid submission service that guaranteed crawling for a cost per click; however, this practice was discontinued in 2009.
Google ranks websites (relevancy aside for a moment) by the number and quality of incoming links to a site from other websites (amongst hundreds of other metrics). Generally speaking, a link from a page to another page is viewed in Google “eyes” as a vote for that page the link points to. The more votes a page gets, the more trusted a page can become, and the higher Google will rank it – in theory. Rankings are HUGELY affected by how much Google ultimately trusts the DOMAIN the page is on. BACKLINKS (links from other websites – trump every other signal.)
QUOTE: “The preferred domain is the one that you would liked used to index your site’s pages (sometimes this is referred to as the canonical domain). Links may point to your site using both the www and non-www versions of the URL (for instance, http://www.example.com and http://example.com). The preferred domain is the version that you want used for your site in the search results.” Google, 2018
A variety of methods can increase the prominence of a webpage within the search results. Cross linking between pages of the same website to provide more links to important pages may improve its visibility. Writing content that includes frequently searched keyword phrase, so as to be relevant to a wide variety of search queries will tend to increase traffic. Updating content so as to keep search engines crawling back frequently can give additional weight to a site. Adding relevant keywords to a web page's metadata, including the title tag and meta description, will tend to improve the relevancy of a site's search listings, thus increasing traffic. URL canonicalization of web pages accessible via multiple URLs, using the canonical link element or via 301 redirects can help make sure links to different versions of the URL all count towards the page's link popularity score.
QUOTE: “How do I move from one domain to another domain and try to preserve the rankings as best as possible?…do a 301 permanent redirect to the new location (assuming that you’re you’re moving for all time and eternity so this is the good case for a permanent or 301 redirect if you were planning to undo this later or it’s temporary then you’d use a 302 redirect)…. search engines should be able to follow the trail of all the 301 redirects” Matt Cutts, Google
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In addition to processing the text content on your web pages, Google will also try to figure out what your images are about as well. Alt Text is a short description that you can customize for each image to let Google know what the image is about. Setting short, descriptive Alt Texts through our site builder will help Google better associate your web pages with the search terms you're trying to target.
Google expects pages to “be edited, reviewed, and updated on a regular basis” especially if they are for important issues like medical information, and states not all pages are held to such standards, but one can expect that Google wants information updated in a reasonable timescale. How reasonable this is, is dependant on the TOPIC and the PURPOSE of the web page RELATIVE to competing pages on the web.
Keyword research tells you what topics people care about and, assuming you use the right SEO tool, how popular those topics actually are among your audience. The operative term here is topics -- by researching keywords that are getting a high volume of searches per month, you can identify and sort your content into topics that you want to create content on. Then, you can use these topics to dictate which keywords you look for and target.