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I am not making any sort of definitive statements

What moves me, however, is when I look at 100 keywords I start seeing the same content-oriented theme arise again and again.

What I’m trying to say, and as you’ll see in the examples I will get into later, is that the content that was more focused on the specific topic mentioned in the query did better. So while the "ultimate guide” here did get to the topic the query deals with, it was not exclusively about that topic.

This might call the entire strategy of creating these ultimate guides into question. Perhaps you can’t cast a wide net in that way anymore? Perhaps, the "ultimate guide” is only really suitable for people who actually want to get a more broad understanding of a topic? (Crazy to think, I know!)

The pages from Rocket Mortgage, on the other hand, is only about how much you need for a down payment:

So too is the page from Quicken Loans:

The Moral of the Story: If I want to understand how much money on average I need to put down when buying a house or what the various options generally are and what they mean long term, the CFPG page, .gov or not, doesn’t really help me. Its content is not specifically honed in on that particular topic. Again, we have another page that takes a sweeping look at a topic that lost rankings when the query reflected a more specific sort of intent!

What’s interesting here is that unlike the previous examples, where too much content resulted in the page’s topical relevance being diluted, the lack of such content here is what I think caused the ranking loss. Look, it’s not bad content. However, it’s pretty much the "general” kind of content you see here, there, and everywhere for all sorts of topics. Just compare it to what the page from the Credit Card Insider offers:

This just oozes depth. The third topic on the page alone (6 Ways to Pay Off…) rivals the depth shown on the CreditCards.com page! What differentiates this page from the "guides” shown in the other examples is that this is a guide that drills deep into one topic as opposed to trying to span multiple subtopics. Also, have a look at the formatting, it reminds me of what we saw on the Motley Fool’s page:

It’s deep content that is easy to digest. It’s not hard to see why Google swapped these two pages.

The Moral of the Story: Exact content relevancy is not only about what topic you talk about. You can be topically aligned but it has to offer real information to the user. It’s even better when that information is digestible. In other words, if you want to rank for a keyword with topic specificity it might be better to create an "ultimate guide” that drills deep into the topic itself versus trying to cover every subtopic under the sun in order to try to rank for more topics with one piece of content.

The by-line really sums it up. It tells you this article is about the fact that you most likely won't get addicted to painkillers, but it’s definitely possible so here’s the scoop. To me, it’s far more in line with the average user’s intent of learning about the risks of addiction versus understanding the fine difference between addiction and dependence. It’s the same story with the WebMD page:

The Moral of the Story: Again, the issue here is not how authoritative or how substantial the content is. There is no doubt that content from the NIH is both substantial and authoritative. The issue here again seems to relate to Google being better able to show content that is specifically relevant to the nature of the query.

First things first, the page doesn’t speak to the query directly. While in the process of learning the difference between sadness and depression one could understand the signs of depression that route is certainly indirect. You could argue that the query how to tell if you have depression could be taken as ‘how do I know if I am just sad or depressed?’ but that really doesn’t seem to be the essential intent here. That topical line (i.e., sadness vs. depression) would most likely produce its own unique query (i.e., am I sad or depressed). From the content shown on the WebMD page, it appears that Google thinks of the intent as understanding the symptoms of depression:

The WebMD, in contradistinction to the MHA page, speaks to the "plain meaning” of the query’s intent… how can you tell if you’re suffering from depression? Aside from that, the WebMD page offers a bit more in terms of substance. While it doesn’t go into great detail per se, the WebMD page does offer a pretty comprehensive list of items. Compare that to the MHA page which, if you read it, is a bit thin and lacks tremendously in offering much of any details (even a basic list as seen on the WebMD page). The Moral of the Story: Relevancy is a two-pronged equation (at minimum). It requires the content to be topically focused on the one hand as well as substantial on the other

I’ve saved the best for last. This is my favorite example that I came across when diving into the December 2020 Core Update. I mean, for crying out loud, we’re talking about the CDC losing rankings in favor of a .org domain I never heard of. How could this be? Let’s understand the intent of the query. If I were searching for this it would be because I found something on my body that I thought might be skin cancer. If I could be so bold, I would imagine that this is why most of us would search for this term. I wouldn’t, and again I imagine most people in most instances wouldn’t search for this in order to understand if regular screening is officially recommended or not. Yet, that is what the CDC page is about:

I hate to make assumptions, but I would also think that someone running this query is most likely not interested in the common tests and methods doctors use to determine if skin cancer is present. Yet, this is what the page from Cancer.net focuses on:

Again, I would search for this term if I saw something weird on my body that made me think "Holy crap, do I have skin cancer?”. The page from the AOCD is entirely made for people on the verge of freaking out at the possibility of having skin cancer:

To me, when you see this page relative to the pages from Cancer.net and the CDC is painfully obvious why this page got the ranking boost. The Moral of the Story: Again, I think what has transpired here is painfully obvious. Google has looked past the immediate authority of some of the pages here and has more heavily considered how relevant the content is to the query. As with the cases I have shown earlier, Google is rewarding content that speaks in a highly-focused way to the intent and nature of the query. What Was the December 2020 Core Update About? Are you expecting a one-liner that definitively characterizes the December 2020 update? You’re not going to get one from me.  This update, like any other, certainly included a whole plethora of different "algorithmic considerations” and themes. That said, from where I sit, while other core updates did things to help put the most authoritative content at the top of the SERP, this update seemed to me as being more about pure relevancy. Updates of the past have done things to weed out sites using a marketing tone within YMYL informational content or have rewarded sites that put the right content ahead of their affiliate pursuits. All of that, while part of relevancy, speaks more to a need for something authoritative at the top of the SERP. Seeing so many .gov pages drop in favor of pages from sites like Healthline or WebMD seems to point to the update rewarding relevancy to the nth degree. Perhaps Google felt as if it had "authority” at the top of the SERP in order, paving the way for a focus on relevance? Who knows. All I can say is that I personally have not seen such a strong focus on pure relevance on page one of the SERP. Content Creation Takeaways Practically speaking, I think the era of broadly reaching pages is quickly coming to an end. I think that has been the case for a while. However, seeing Google pull pages off page one of the SERP because they deal with multiple subtopics is a new level, at least for me. It shows that you have to create content that talks about one topic and one topic only (unless the keyword reflects a specific desire for a broader survey of a topic). I wonder if the idea of having one ultimate guide so as to win numerous keywords should be replaced with multiple posts where each post deals with one specific topic or subtopic. (If you do that, please don’t create thin content, that is not what I am advocating for.) It’s a rather logical concept. As Google gets better at understanding content it is going to prefer highly-focused content around a specific topic to that which is of a more broad nature unless the query specifically shows intent for a general survey of a topic.

Keep an eye on SKU-specific searches

Each person who uses your system should only have the privileges they need to perform their tasks.

Don’t depend on a single security measure to keep your server safe. You need multiple rings of defense.

Security exploits exist at all levels of the technology stack, from the hardware up. WP White Security revealed that 41% of WordPress sites are hacked through a weakness in the web host.

While it’s important to use a strong password, password cracking is not a primary focus for hackers.

the more software you have installed on your machine, the easier it is to hack – even if you aren’t using the programs! Clearly, programs that are designed to destroy your system are dangerous. But even innocent software can be used in an attack.

There are 3 ways to reduce the attack surface: 1. Run fewer processes 2. Uninstall programs you don’t need 3. Build a system from scratch that only has the processes you need

A really good authentication system uses multiple tests. Someone could steal or guess your password. They could grab your laptop with its cryptographic keys.

If you want to run multiple processes at the same time, you need some way of managing them. This is basically what a kernel is. It does more than that – it handles all of the complex details of the computer hardware, too. And it runs the computer’s networking capabilities

programs exist as files when they are not running in memory

SELinux’s default response is to deny any request.

SELinux is extremely comprehensive, but this power comes at a price. It’s difficult to learn, complex to set up, and time-consuming to maintain.

AppArmor is an example of a MAC tool, although it’s nowhere near as comprehensive as SELinux. It applies rules to programs to limit what they can do.

AppArmor is relatively easy to set up, but it does require you to configure each application and program one by one. This puts the onus for security in the hands of the user or sysadmin. Often, when new apps are added, users forget to configure AppArmor. Or they do a horrible job and lock themselves out, so their only option is to disable the profile. That said, several distributions have adopted AppArmor.

Generic profiles shipped by repo teams are designed to cover a wide range of different use cases, so they tend to be fairly loose. Your specific use cases are usually more specific. In this case, it pays to fine-tune the settings, making them more restrictive.

GRSecurity is a suite of security enhancements

In the future, this could become a viable option. For now, we’ll use Ubuntu and AppArmor.

Apache is a user-facing service – it’s how your users interact with your website. It’s important to control this interaction too.

If your Apache configuration is bad, these files can be viewed as plain text. All of your code will be visible for anyone to see – this potentially includes your database credentials, cryptographic keys, and salts.

You can configure Apache to refuse any requests for these essential directories using .htaccess files. These are folder-level configuration files that Apache reads before it replies to a request.

The primary use for .htaccess files is to control access

If an attacker knows your WordPress cryptographic salts, they can use fake cookies to trick WordPress into thinking they have logged on already.

If the hacker has physical access to the computer, they have many options at their disposal. They can type commands through the keyboard, or insert a disk or USB stick into the machine and launch an attack that way.

When it comes to network-based attacks, attackers have to reach through one of the machine’s network ports.

For an attacker to exploit a system, they have to communicate to a process that’s listening on a port. Otherwise, they’d simply be sending messages that are ignored. This is why you should only run processes that you need for your site to run. Anything else is a security risk.

Often, ports are occupied by processes that provide no real valuable service to the machine’s legitimate users. This tends to happen when you install a large distribution designed for multiple uses. Large distros include software that is useless to you in terms of running a website. So the best strategy is to start with a very lightweight distro and add the components you need.

If you see any unnecessary processes, you can shut them down manually. Better yet, if the process is completely unnecessary, you can remove it from your system.

Firewalls are quite similar to access control within the computer. They operate on a network level, and you can use them to enforce security policies. A firewall can prevent processes from broadcasting information from a port. It can stop outside users from sending data to a port. And it can enforce more complex rules.

Simply installing and running a firewall does not make your host machine secure – it’s just one layer in the security cake. But it’s a vital and a powerful one.

First of all, we need to configure our software to resist common attacks. But that can only protect us from attacks we know about. Access control software, such as AppArmor, can drastically limit the damage caused by unauthorized access. But you still need to know an attack is in progress.

This is where Network Intrusion Detection Software (NIDS) is essential. It scans the incoming network traffic, looking for unusual patterns or signs of a known attack. If it sees anything suspicious, it logs an alert.

It’s up to you to review these logs and act on them.

If it’s a false alarm, you should tune your NIDS software to ignore it. If it’s an ineffective attack, you should review your security and block the attacker through the firewall.

That’s why it’s essential to have an automated backup system. Finally, you need to understand how the attack succeeded, so you can prevent it from recurring. You may have to change some settings on your Firewall, tighten your access rules, adjust your Apache configuration, and change settings in your wp-config file. None of this would be possible without detailed logs describing the attack.

Every web server has a breaking point and dedicated DOS attackers are willing to increase the load until your server buckles. Good firewalls offer some level of protection against naive DOS attacks

a tiny number of sites (less than 1%) are hacked through the WordPress core files

Major DNS attacks have taken down some of the biggest sites in the world – including Ebay and Paypal. Large hosting companies like Hostgator and Blue Host have been attacked. It’s a serious risk!

Right now, due to the way the web currently works, it’s impossible to download a web page without the IP address of a server. In the future, technologies like IFPS and MaidSafe could change that.

So there are 2 benefits to using a CDN. The first is that your content gets to your readers fast. The second benefit is server anonymity – nobody knows your real IP address – including the psychos. This makes it pretty impossible to attack your server – nobody can attack a server without an IP address.

When CDNs discover a DDOS attack, they have their own ways to deal with it. They often display a very lightweight “are you human?” message with a captcha. This tactic reduces the bandwidth costs and screens out the automated attacks.

If any of your DNS records point to your actual server, then it’s easy to find it and attack it. This includes A records (aliases) and MX records (mail exchange). You should also use a separate mail server machine to send your emails. Otherwise, your email headers will expose your real email address.

If your hosting company refuses to give you a new IP address, it may be time to find a new service provider.

WordPress uses encryption to store passwords in the database. It doesn’t store the actual password – instead, it stores an encrypted version. If someone steals your database tables, they won’t have the actual passwords.

If you used a simple hash function, a hacker could gain privileged access to your app in a short period of time.

The salt strings are stored in your site’s wp-config.php file.

Salts dramatically increase the time it would take to get a password out of a hash code – instead of taking a few weeks, it would take millions of years

You keep the other key (the decryption key) to yourself. If anyone stole it, they could decode your private messages! These 2-key cryptographic functions do exist. They are the basis of TLS (https) and SSH.

the most secure systems tend to be the simplest. The absolute secure machine would be one that was switched off.

For WordPress sites, you also need PHP and a database.

A VM is an emulated computer system running inside a real computer (the host). It contains its own operating system and resources, such as storage, and memory. The VM could run a completely different operating system from the host system – you could run OSX in a VM hosted on your Windows machine

This isolation offers a degree of protection. Let’s imagine your VM gets infected with a particularly nasty virus – the VM’s file system could be completely destroyed, or the data could be hopelessly corrupted. But the damage is limited to the VM itself. The host environment would remain safe.

This is how shared hosting and virtual private servers (VPSes) work today. Each customer has access to their own self-contained environment, within a virtual machine.

VMs are not just for hosting companies. If you’re hosting multiple sites on a dedicated server or a VPS, VMs can help to make your server more secure. Each site can live inside its own VM. That way, if one server is hacked, the rest of your sites are safe.

Even with all these considerations, the benefits of VMs outweigh their drawbacks. But performance is vital on the web.

Containers (like Docker) are very similar to VMs.

Because we’ve cut the hypervisor out of the loop, applications run much faster – almost as fast as processes in the host environment. Keeping each container separate does involve some computation by the container software. But it’s much lighter than the work required by a hypervisor!

Docker Cloud is a web-based service that automates the task for you. It integrates smoothly with the most popular cloud hosting platforms (such as Amazon Web Services, or Digital Ocean).

With containers, you can guarantee that the developer’s environment is exactly the same as the live server. Before the developer writes a single line of code, they can download the container to their computer. If the code works on their PC, it will work on the live server. This is a huge benefit of using containers, and it’s a major reason for their popularity.

A complete stack of these layers is called an “image”

The core of Docker is the Docker Engine – which lives inside a daemon – or long-running process

another great resource – the Docker Hub. The hub is an online directory of community-made images you can download and use in your own projects. These include Linux distributions, utilities, and complete applications.

Docker has established a relationship with the teams behind popular open source projects (including WordPress) – these partners have built official images that you can download and use as-is.

when you finish developing your code, you should wrap it up inside a complete container image. The goal is to put all the code that runs your site inside a container and store the volatile data in a volume.

Although Docker can help to make your site more secure, there’s are a few major issues you need to understand. The Docker daemon runs as a superuser It’s possible to load the entire filesystem into a container It’s possible to pass a reference to the docker daemon into a container

The solution to this issue is to use a MAC solution like SELinux, GRSecurity or AppArmor.

Never let anyone trick you into running a strange docker command.

only download and use Docker images from a trustworthy source. Official images for popular images are security audited by the Docker team. Community images are not

there are the core WordPress files. These interact with the web server through the PHP runtime. WordPress also relies on the file system and a database server.

A service is some software component that listens for requests (over a protocol) and does something when it receives those requests.

Using Docker, you could install WordPress, Apache, and PHP in one container, and run MySQL from another. These containers could run on the same physical machine, or on different ones

The database service container can be configured to only accept connections that originate from the web container. This immediately removes the threat of external attacks against your database server

This gives you the perfect opportunity to remove high-risk software from your host machine, including: Language Runtimes and interpreters, such as PHP, Ruby, Python, etc. Web servers Databases Mail Servers

If a new version of MySQL is released, you can update the database container without touching the web container. Likewise, if PHP or Apache are updated, you can update the web container and leave the database container alone.

Because Docker makes it easy to connect these containers together, there’s no reason to lump all your software inside a single container. In fact, it’s a bad practice – it increases the security risk for any single container, and it makes it harder to manage them.

If your site is already live on an existing server, the best approach is to set up a new host machine and then migrate over to it. Here are the steps you need to take:

With a minimal Ubuntu installation, you have a fairly bare-bones server. You also have the benefit of a huge repository of software you can install if you want.

If access control is like a lock protecting a building, intrusion detection is the security alarm that rings after someone breaks in.

Logging on to your host with a superuser account is a bad practice. It’s easy to accidentally break something.

Fail2ban blocks SSH users who fail the login process multiple times. You can also set it up to detect and block hack attempts over HTTP – this will catch hackers who attempt to probe your site for weaknesses.

With multiple WordPress sites on your machine, you have 2 choices. You could create a new database container for each, or you could reuse the same container between them. Sharing the DB container is a little riskier, as a hacker could, theoretically, ruin all your sites with one attack. You can minimize that risk by: Use a custom root user and password for your database – don’t use the default username of ‘root’. Ensuring the db container is not accessible over the internet (hide it away inside a docker network) Creating new databases and users for each WordPress site. Ensure each user only has permissions for their specific database.

What are the benefits of using a single database container? It’s easier to configure and scale. It’s easier to backup and recover your data. It’s a little lighter on resources.

you could also add a caching container, like Varnish. Varnish caches your content so it can serve pages quickly – much faster than WordPress can

Docker has the ability to limit how much processor time and memory each container gets. This protects you against exhaustion DOS attacks

A containerized process still has some of the abilities of root, making it more powerful than a regular user. But it’s not as bad as full-on root privileges. With AppArmor, you can tighten the security further, preventing the process from accessing any parts of the system that do not relate to serving your website.

Docker Hub works like GitHub – you can upload and download images for free. The downside is that there’s no security auditing. So it’s easy to download a trojan horse inside a container.

Official images (such as WordPress and Apache) are audited by the Docker team. These are safe. Community images (which have names like user/myapp) are not audited.

a kernel exploit executed inside a container will affect the entire system. The only way to protect against kernel exploits is to regularly update the host system

Containers run in isolation from the rest of the system. That does not mean you can neglect security – your website lives inside these containers! Even if a hacker cannot access the full system from a container, they can still damage the container’s contents.

Under Ubuntu, AppArmor already protects you – to a degree. The Docker daemon has an AppArmor profile, and each container runs under a default AppArmor profile. The default profile prevents an app from breaking out of the container, and restricts it from doing things that would harm the system as a whole. However, the default profile offers no specific protection against WordPress specific attacks. We can fix this by creating a custom profile for your WordPress container.

The net effect is that it’s impossible to install malware, themes or plugins through the web interface. We’ve already covered this to some degree with the .htaccess rules and directory permissions. Now we’re enforcing it through the Linux kernel.

There are versions of Docker for Mac and PC, so you’ll be able to run your site from your home machine. If the code works on your PC, it will also work on the server.

Tripwire tends to complain about the entries in the /proc filespace, which are auto-generated by the Linux kernel. These files contain information about running processes, and they tend to change rapidly while Linux runs your system. We don’t want to ignore the directory entirely, as it provides useful signs that an attack is in progress. So we’re going to have to update the policy to focus on the files we are interested in.

Now we should install an e-mail notification utility – to warn us if anything changes on the system. This will enable us to respond quickly if our system is compromised (depending on how often you check your emails).

Rootkits are malicious code that hackers install onto your machine. When they manage to get one on your server, it gives them elevated access to your system

Tripwire is configured to search in key areas. It’s good at detecting newly installed software, malicious sockets, and other signs of a compromised system. RKHunter looks in less obvious places, and it checks the contents of files to see if they contain known malicious code. RKHunter is supported by a community of security experts who keep it updated with known malware signatures – just like antivirus software for PCs.

If your hosting company offers the option, this would be a good point to make an image of your server. Most cloud hosting companies offer tools to do this.

With an image, it’s easy to launch new servers or recover the old one if things go horribly wrong.

We’ve hidden our server from the world while making it easy to read our content We’ve built a firewall to block malicious traffic We’ve trapped our web server inside a container where it can’t do any harm We’ve strengthened Linux’s access control model to prevent processes from going rogue We’ve added an intrusion detection system to identify corrupted files and processes We’ve added a rootkit scanner We’ve strengthened our WordPress installation with 2-factor authentication We’ve disabled the ability for any malicious user to install poisoned themes or plugins

Make a routine of checking the logs (or emails if you configured email reporting). It’s vital to act quickly if you see any warnings. If they’re false warnings, edit the configuration. Don’t get into a habit of ignoring the reports.

Virtually everything that happens on a Linux machine is logged.

You have to make a habit of checking for new exploits and learn how to protect yourself against them. Regularly check for security patches and issues in the core WordPress app: WordPress Security Notices Also, check regularly on the forums or mailing lists for the plugins and themes you use on your site.

network level intrusion detection service – you can fix that by installing Snort or PSAD.

The only way to guarantee your safety is to constantly update your security tactics and never get complacent.

The central goal of being chosen hinges on recognizing that your reviewer base is a massive, unpaid salesforce that tells your brand story. Survey after survey consistently finds that people trust reviews — in fact, they may trust them more than any claim your brand can make about itself.

don’t get too many reviews at once on any given platform but do get enough reviews on an ongoing basis to avoid looking like you’ve gone out of business.

There’s no magic number, but the rule of thumb is that you need to earn more reviews than the top competitor you are trying to outrank for each of your search terms. This varies from keyword phrase, to keyword phrase, from city to city, from vertical to vertical. The best approach is steady growth of reviews to surpass whatever number the top competitor has earned.

Many reviewers think of their reviews as living documents, and update them to reflect subsequent experiences.Many reviewers are more than happy to give brands a second chance when a problem is resolved.