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We only redirect them when they get traffic or have backlinks pointing to them. If you change a URL or delete a page and nobody links to it or it gets absolutely no traffic (check with Google Analytics), it’s perfectly fine for it to return a 404.  

we also require our SEOs are Google Analytics certified, trained in Google (and Bing) Search Console and experts in various SEO tools. Additionally, we strongly recommend (but certainly do not require) that they participate in certain Facebook groups, Reddit communities and follow certain key figures on Twitter and LinkedIn.

we’ve found some of the best resources (outside of Search Engine Land) are: Ahrefs Backlinko Glenn Gabe Stone Temple Search Engine Roundtable

Aggregating data by site vs by page If you group, filter, or compare by page or search appearance, all metrics in the report are aggregated by page; otherwise, all metrics are aggregated by site. For impressions, if a site appears twice on a search results page when aggregating by site, it counts as a single impression; if grouping by page or search appearance, each unique page is counted separately. For clicks, if a site appears twice in search results when grouped by site, and the user clicks on one link, backs up, then clicks the other link, it counts as a single click, since the final destination is the same site. For position, when aggregating by site, the topmost position of your property in search results is reported; when grouped by page or search appearance, the topmost position of the page in search results is reported. When aggregating data by site, the site is the true target of the search results link, which might not be the same as the displayed URL, as determined by Google's skip redirect behavior.  Because of the different accounting methods, the click-through rate and average position are higher when aggregating by site if multiple pages from the same site appear in the search results. For example, imagine that search results for "fun pets for children" returns only the following three results, all from the same site, and that users click each of them with equal frequency: Google Search Results Metrics Aggregated by Site Metrics Aggregated by Page www.petstore.example.com/monkeys www.petstore.example.com/ponies www.petstore.example.com/unicorns Click-through rate: 100% All clicks for a site are combined Click-through rate: 33% 3 pages shown, 1/3 of clicks to each page Average position: 1 Highest position from the site in the results Average position: 2 (1 + 2 + 3) / 3 = 2

When you search for an image on mobile in the U.S., you might see information from the Knowledge Graph related to the result. That information would include people, places or things related to the image from the Knowledge Graph’s database of billions of facts

unlike the other three types of posts, COVID posts get their own special spot in the knowledge panel.

the average click-through rate on all the posts in our study was half a percent

when you are tracking the results from posts, that what you see inside Google My Business Insights is not going to match what you see inside Google Analytics.

If you'd like to extend the 16 month, you could use the Search Analytics API to pull data and store it in your systems.

Check top queries in your region and compare them to the queries that you're getting traffic from, as shown in Search Console's Performance report. If there are queries missing from your traffic, check if you have content on that subject and make sure it's being crawled and indexed.

The personas (luxury shopper, digital nomads, empowered activists and self-care enthusiasts) were identified via Microsoft’s first-party data and analytics over the last 18 months.

Luxury shoppers “value quality and seek ways to make everyday items more luxurious,

“Their preference for luxury extends into expecting the same seamless, personalized shopping experience in online service as they would receive in-store.” They’re also thorough, conducting extensive research and using multiple queries to find brands that meet their standards.