Scott Moses’ Post

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Technical SEO Manager at SearchTides

Every Ranking Signal Should Tell a Story A lot of the work we do as SEOs is reducing confusion. The best way I’ve found to explain this to clients: “Make sure every ranking factor is telling a story.” With the rapidly changing landscape of SEO, I find it’s better to focus on the fundamentals of running a good site. Take an old-school SEO factor: keyword density. If the highest-density term on your page is anything but your target keyword and entities—CONFUSING. Make sure the top terms on your page match your story. Internal links? Too often, they contain everything but the target keyword or topic—CONFUSING. If I export all your internal links, they should tell a clear story about what you’re optimizing for. Ton of indexed pages that get no traffic and have nothing to do with your core product? Might wanna remove ‘em. Meta data? Are you populating it with the correct data? If not, that’s a confusing story. List can go on forever. P.S Read this post to your kids tonight and they will surely fall asleep more quickly. It's a great bedtime story.

Wisdom with Moses Bedtime Stories. I like it.

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