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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.  

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.

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

Bing (through Duane Forrester) went on record stating that they only look at the H1 and the first H2 in terms of assigning additional weight, and Google has indicated (although not said as clearly) that they use a similar strategy.

Automation is critical in making informed, data-driven decisions in a world in which the amount of data companies are attempting to manage is unprecedented.

Automation in your SEO and content process can create efficiencies and ease the burden of redundant tasks, but we’ve evolved so far past that (and quickly). Today, automation alone is not enough. SEOs must automate intelligently — not only to complete tasks but to analyze data and make decisions about which tasks to prioritize (and how to carry them out), as well.

Last year, research by BrightEdge (my company) revealed that 80-plus percent of queries return universal search results. Optimizing, structuring and marking up your content to show Google its relevance for queries of varying intents helps increase your visibility when and where it matters most.

Work on JSON-LD coincided with the development of schema.org, a centralized collection of simple schemas for describing things that might exist on the web. schema.org was started by Google, Bing, and Yahoo with the express purpose of delivering better search results by agreeing to a common set of vocabularies. schema.org vocabularies, together with JSON-LD, are now used to drive features like Google’s Knowledge Graph