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So you want to be an SEO

Do you understand SEO
Yes
No
I don't think anyone does
What is the most important ranking factor?
Links
Content
Core Web Vitals
Hosting Location
ALT Image Attributes
Hundreds of factors are important in varying weights depending on niche or keyword
There are no ranking factors
What is the most important thing SEOs need to understand?
How to build links
How to write good content
How to make a website better
That SEO is entirely conditional and therefore the things that are important are discovered by testing at keyword level
Links and content
In SEO, how do you measure what works?
I measure total clicks
I measure total clicks and impressions
I measure how many links we get
I measure organic traffic in google analytics
I test and monitor average positions by implementing incremental changes, I then evaluate the impact this has on average positions, clicks and impressions
I use SEMRUSH
I use AHREFS
How important are links?
Extremely important
Very important
Important
Not very important
Conditional based on SERPS / Target Keyword
How important is content?
Extremely important
Very important
Important
Not very important
Conditional based on SERPS / Target Keyword
I am trying to rank a keyword, in search console for that keyword I notice a broken average position line and only 1 page being returned despite their being 12+ months of data, what does this mean?
The page doesn't have enough links
The page doesn't have enough content
The page doesn't have enough content or links
There are likely multiple issues at play resulting in a weak page that Google drops and returns to the index
Google is penalising my page
In search console for a target keyword, I can see a broken average position line over the last 16 months with multiple URLS being returned, what is the issue?
There is cannibalisation of URLS
There is cannibalisation of URLS but the degree of cannibalisation is based on impression coverage by URL
Google dislikes my page content and returns whatever it wants
Google hasn't had enough time to appreciate my page
In search console, I see that my impressions have been going up but my average positions have been going down - what is this?
This is down to your rankings falling
There are more searches for your target keywords but you get less of them
The increase in query coverage leads to more impressions but also dilutes average position causing the average position line to go down
There are less keywords and my average positions have declined
My site has had a penalty which is why the average position line went down
In search console, I have a page level filter applied, there is 12 months of data but very few query rows, what could this mean?
Google doesn't like my landing page content
I haven't built enough links to the page
The content is likely too thin & the page to be deemed of low value
The content is likely too thin & the page to be deemed of low value which could be misaligned content to query intent and/or weak internal linking
I haven't got enough keywords in the content
How important are internal links?
Not that important
Very important
It's subjective depending on the page and where it sits within the website
I am building links to my domain, what anchor text should I use?
Predominantly brand
Predominantly naked
Predominantly keyword
Mixed
Mixed with LP title following behind brand
I want to rank for a competitive keyword, I know the search volume, what should I check next?
How many monthly searches there are
How competitive it is
Whether or not it's feasible to rank for within budget
How easy it is to write content for
With high level target keywords (core keywords) what one thing is absolutely crucial for setting the strategy
Knowing how long it will take to rank
How many links I will need to build
SERP intent map to evaluate single/split intent and to ascertain main result coverage
How much content & links I will need to rank
I want to outrank a competitor, will copying their strategy work?
Yes
No
Is keyword density important?
Yes, absolutely
No
It's conditional
I have a website with 1000 pages in, only 20 of them generate any real clicks, what should I do?
Get rid of all non performing pages
Add more keywords and content to non performing pages
Perform an index assessment to filter out dead pages for culling and pages for content revamps
I should build lots of new links to the non performing pages
How do you assess whether a page is weak and whether it should be culled?
It gets no clicks
It doesn't rank for anything
Search console shows low impressions 0 clicks
Search console shows low impressions 0 clicks & the page is more than 12 months old
Search console shows low impressions 0 clicks & the page is more than 12 months old & there is little to no query coverage
It doesn't have enough keywords in it
There is no organic clicks in Google analytics
What issue is MOST likely to cause result cannibalisation
Pages share very similar titles and keywords
Pages share very similar content
Pages share the same keywords and header tags
There are multiple causes for result cannibalisation mainly consisting of similar content, competing pages by intent
How important is putting the keyword at the front of your title
Very important
Not very important
You don't need your keyword in your title
It's conditional by intent / query
How bad is cannibalisation for SEO?
Not that bad
It's bad
Very bad
I'm in Google, what command would I use to see the total site index?
website:
site:
search:
I'm in Google, I want to filter URLS by a keyword, what command would I use?
site:mydomain.co.uk intext:
site:mydomain.co.uk intitle:
site:mydomain.co.uk -inurl:
site:mydomain.co.uk inurl:
site:mydomain.co.uk url:
I'm in Google, I want to find all NON HTTPS results, what command would I use?
site:mydomain.co.uk url:subdomain
site:mydomain.co.uk showsubdomain:
site:mydomain.co.uk inurl:www
site:mydomain.co.uk -inurl:http
site:mydomain.co.uk -inurl:www
site:mydomain.co.uk -inurl:https
What does a canonical tag tell Google?
Which URL to crawl and index
Which URL the source URL is associated with
 
I have found that some URLS in my Google index have a trailing slash and some do not, does it matter?
It's not that important, I would ignore them
I have canonical tags so not worries
I should update all the URLS to become consistent
I should update all the URLS to become consistent & enforce re-direction from one to the other
A page on my website is 16+ months old, I've been trying to rank it and it's just not getting anywhere, what should I do?
Scrap the page
Give up and try something else
Change the target keywords and research new potential keywords
Assess search console click data
Assess search console data, evaluate query coverage and average positions
Assess search console data, evaluate query coverage and average positions, then evaluate content relevance to query, internal & external linking
Assess search console data, evaluate query coverage and average positions, then evaluate content relevance to query, internal & external linking & ensure content intent is aligned, content depth is sufficient
Put more keywords in the content and header tags making sure the density is higher
Build lots more links and add more keywords to the content
What does NLP stand for?
Neural Linguistic Programming
Natural Language Processing
Nominal Learning Pattern
Nominal Latin Papercut
What are the most important aspects of content?
Content quality
Content depth
Content keywords
Content external links
Content intent coverage
Content is based on quality but the requirements are down to the focal search query
Content having lots of keywords, heading tags and lots of internal and external links
Content being similar to what ranks at the top of Google already
Is it OK to use AggregateRating SCHEMA for a brand property sitewide?
Yes
No
Conditional
My website has a very high bounce rate, should I be concerned?
Yes, high bounce rates are bad
No, high bounce rates are meaningless
It depends, high bounce rates are dependent on page type, content and intent of search, a high bounce rate isn't always an indicator of bad quality / poor quality
It depends, high bounce rates are associated with poorer performing websites
Yes, high bounce rates shows Google that my landing page isn't good enough
What does CTR stand for
Click Through Rate
Clicking Terms Regularly
Continuous Tracking of Rankings
What are the key influencers of CTR?
Title tag
Keywords in Title Tag
Meta Description
Keywords in Meta Description
URL
Keywords in URL
Extended SERP Listing
Rich Snippets
Attractive Title, Description and SERP Features
Conditional on search term and position but generally relevance of title, description and extended features
My website was top 3 in Google but is now jumping about in SERPS what should I do?
Revert your most recent website changes and wait
Build more links or adjust your page to mimic sites that moved up
Do nothing
Add more keywords in to your landing pages
Is page speed an important factor?
No
Yes
It's conditional
Will higher page speed improve rankings?
Yes
No
It's conditional, it may help to influence positions but isn't independently measurable
 
How important is SEO Testing
It's not
It's important
Very important
Why is SEO testing important?
Because you can find what Google likes
Because you can find out keyword density
Because you can find out if link building is working
Because you can micro-analyse changes to find if there is any weighting in rank factors against the changes you make
Who is the best person to learn SEO from?
Neil Patel
Brian Dean
John Mueller
Danny Sullivan
Matt Cutts
You should do your own research and testing, practice and learn by error
Are exact match domains dead?
Yes
No
Is URL truncation an issue?
Yes
No
What is title truncation?
When a title tag is too long
When a title tag doesn't have enough keywords
When Google rewrites your title tag
Is it true that Google re-writes meta descriptions to better fit user search queries?
Yes
No
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