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How often does Google update its algorithms?

Generally, Google updates its algorithms several times a year. There’s no way to know when or why a Google update will happen, so it’s best to adhere to best practice SEO guidelines at all times.

If a site has no backlinks except internal links, will Google add it to the index?

A site with no links to it from outside websites must not be a useful, link-worthy site. Such sites, not surprisingly, tend not to get indexed by Google. If they do get indexed for some reason, they are unlikely to rank in search results.

Our site is password protected/paywalled. Does this mean the search engines cannot get to the thousands of pages behind the password protection?

That’s correct. If you want those pages in Google’s index, then you’ll need to allow Googlebot access to the pages without requiring log-in or cookies. To do this, you’ll need to use the Schema.org paywalled structured data element to ensure that Google parses your paywalled or subscription content correctly.

Explain what alt tags are and their significance, please.

An image alt tag is the text that appears in a small box when you hover your cursor over an image. Alt tags should convey the key information from the image that the user would not receive if she had image loading turned off or she was visually impaired. Search engines also look at alt […]

What books would you suggest I begin reading to get a better idea of optimizing a site?

I’m glad you asked! Check out my book, The Art of SEO.

What are Featured Snippets?

Featured Snippets are the “answer boxes” that appear at the top of the Google results page. You can attempt to rank for Featured Snippets by providing a concise, useful answer to a common query.

How long should your title tag be?

Google truncates title tags at around 60 characters, so keep them between 50-60 characters.

Are there any rules about the number of characters/words that should be used in the meta description?

Google truncates the meta description at around 160 characters, so optimal length would be 50-160 characters. Include your keyword if you can, but make sure your meta description entices the reader to click on your page.

How many meta keywords should I use?

Don’t bother with meta keywords. They are not a ranking factor and are useless in terms of SEO.

Is it true that you should put JavaScript files in a separate directory and inhibit Googlebot from searching it?

No, there is no harm in letting Googlebot access your JavaScripts.
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