GTmetrix is effectively a one-stop-shop for all of your speed optimization needs.

Google also integrated Lighthouse into Chrome Devtools.

one of the most important things when it comes to website speed testing is to pick one tool and stick with it. Each has their own set of different metrics and therefore you can’t compare one tool’s test results to another

it is useful to encourage your customers to mention the service or product they experienced when publishing a review. This will allow the review data to be extracted for important keywords on your listing. It is, however, important to ensure your reviews come across as natural as possible, as not come across as spammy.

Effectively optimizing the content on your website for different keyword variations is important for triggering this feature. If Googlebot is unable to access this content, then it’s likely that this feature will not work. Likewise, it’s important to have a really solid internal linking structure so Google knows which pages on your website are associated with that particular Local Panel.

The content from a Google Post can be extracted even after seven days has passed and the Post is no longer appearing as active on a listing

no single tool really gives us a complete end-to-end analysis

When you use the three tools together, they will give you a better understanding of real-world performance and optimization opportunities.

You should be aiming to create pages no larger than 3 megabytes (MB), and smaller when possible

A. Create a landing page with dedicated content, letting the users know that the info is not available anymore on that page, but they can access similar data in some other place.   B. 301 redirect – is the best way to ensure that users and search engines are directed to a page with correct info. A 301 redirect is a permanent one which passes the link juice and equity to the redirected page.

Archives such as Wayback Machine or Warrick can help you recover the original content

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.  

f you think that your page is incorrectly flagged as a soft 404, use the URL Inspection tool to examine the rendered content and the returned HTTP code.

Includes a search bar for navigating your website

Link to your popular posts or homepage

This works because humans are curious beings. By explaining the why and proposing a solution, you motivate the user to take corrective action. 

A redirect from one page to an entirely different page will result in no PageRank being passed and will be considered a soft 404.

the 301 redirect will pass 100% PageRank only if the redirect was a redirect to a new page that closely matched the topic of the old page.

Is there any link equity loss from redirect chains?

while it may not use rel=next/prev for search, it can still be used by other search engines and by browsers, among other reasons. So while Google may not use it for search indexing, rel=prev/next can still be useful for users. Specifically some browsers might use those annotations for things like prefetching and accessibility purposes.Bing partially supports rel=prev/next. Frédéric Dubut from Bing said yesterday that while Bing doesn’t use it to merge pages into a single set, they do use it for discoverability and understanding a site’s overall structure.

Spam Score is based on our machine learning model which identified 27 common features among the millions of banned or penalized sites in the data

A high Spam Score for your site, or a site you're looking at, doesn't mean this site is spammy. It's a sign that you should do some more investigation into the quality and relevance of this site.

The percentage represents a wide variety of potential signals ranging from content concerns to low authority metrics. Since this is based on correlation with penalization rather than causation, the solution isn't necessarily to change these factors on your site. If you have not had any penalties you shouldn’t be concerned about a Low or Medium score.

Google (and Microsoft) can also read your markup if it is in an external file that loads after the page has loaded. For very large sites and for sites that make extensive use of Schema markup, this is a solution that can potentially make managing the structured data much easier

this is the very least you should include) The type of company The company name Official website Address The official logo The preferred description The social accounts The unique identifying URL

Ideally, you should choose the same category you have in Google My Business. However, as My Business and Schema.org do not use the same categorization, that is not always possible. Choose the closest match.

You should not create blank or empty pages just to hold structured data; nor should you add structured data about information that is not visible to the user, even if the information is accurate.

JavaScript notation embedded in a <script> tag in the page head or body.

Schema.org markup can be used on web pages written in any language. The site is currently available in English only, but we plan to translate to other languages soon. The markup, like HTML, is in English.

As a general rule, you should mark up only the content that is visible to people who visit the web page and not content in hidden div's or other hidden page elements.

More specific items inherit the properties of their parent.

Actually, a LocalBusiness is a more specific type of Place and a more specific type of Organization, so it inherits properties from both parent types.)

In general, the more content you mark up, the better. However, as a general rule, you should mark up only the content that is visible to people who visit the web page and not content in hidden div's or other hidden page elements.

The structured data is not representative of the main content of the page, or is potentially misleading

The content referred to by the structured data is hidden from the user.

These guidelines must be followed to enable structured data to be eligible for inclusion in Google Search results. Pages or sites that violate these content guidelines may receive less favorable ranking or be marked as ineligible for rich results in Google Search in order to maintain a high-quality search experience for our users

Test markup in the Structured Data Testing Tool. Before going live with your schema markup, validate it using Google’s Structured Data Testing Tool.

Monitor the Structured Data report in your Google Search Console account