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What It Is & Why It Matters For SEO

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What It Is & Why It Matters For SEO


You may have run across the W3C in your web development and SEO travels.

The W3C is the World Wide Web Consortium, and it was founded by the creator of the World Wide Web, Tim Berners-Lee.

This web standards body creates coding specifications for web standards worldwide.

It also offers a validator service to ensure that your HTML (among other code) is valid and error-free.

Making sure that your page validates is one of the most important things one can do to achieve cross-browser and cross-platform compatibility and provide an accessible online experience to all.

Invalid code can result in glitches, rendering errors, and long processing or loading times.

Simply put, if your code doesn’t do what it was intended to do across all major web browsers, this can negatively impact user experience and SEO.

WC3 Validation: How It Works & Supports SEO

Web standards are important because they give web developers a standard set of rules for writing code.

If all code used by your company is created using the same protocols, it will be much easier for you to maintain and update this code in the future.

This is especially important when working with other people’s code.

If your pages adhere to web standards, they will validate correctly against W3C validation tools.

When you use web standards as the basis for your code creation, you ensure that your code is user-friendly with built-in accessibility.

When it comes to SEO, validated code is always better than poorly written code.

According to John Mueller, Google doesn’t care how your code is written. That means a WC3 validation error won’t cause your rankings to drop.

You won’t rank better with validated code, either.

But there are indirect SEO benefits to well-formatted markup:

  • Eliminates Code Bloat: Validating code means that you tend to avoid code bloat. Validated code is generally leaner, better, and more compact than its counterpart.
  • Faster Rendering Times: This could potentially translate to better render times as the browser needs less processing, and we know that page speed is a ranking factor.
  • Indirect Contributions to Core Web Vitals Scores: When you pay attention to coding standards, such as adding the width and height attribute to your images, you eliminate steps that the browser must take in order to render the page. Faster rendering times can contribute to your Core Web Vitals scores, improving these important metrics overall.

Roger Montti compiled these six reasons Google still recommends code validation, because it:

  1. Could affect crawl rate.
  2. Affects browser compatibility.
  3. Encourages a good user experience.
  4. Ensures that pages function everywhere.
  5. Useful for Google Shopping Ads.
  6. Invalid HTML in head section breaks Hreflang.

Multiple Device Accessibility

Valid code also helps translate into better cross-browser and cross-platform compatibility because it conforms to the latest in W3C standards, and the browser will know better how to process that code.

This leads to an improved user experience for people who access your sites from different devices.

If you have a site that’s been validated, it will render correctly regardless of the device or platform being used to view it.

That is not to say that all code doesn’t conform across multiple browsers and platforms without validating, but there can be deviations in rendering across various applications.

Common Reasons Code Doesn’t Validate

Of course, validating your web pages won’t solve all problems with rendering your site as desired across all platforms and all browsing options. But it does go a long way toward solving those problems.

In the event that something does go wrong with validation on your part, you now have a baseline from which to begin troubleshooting.

You can go into your code and see what is making it fail.

It will be easier to find these problems and troubleshoot them with a validated site because you know where to start looking.

Having said that, there are several reasons pages may not validate.

Browser Specific Issues

It may be that something in your code will only work on one browser or platform, but not another.

This problem would then need to be addressed by the developer of the offending script.

This would mean having to actually edit the code itself in order for it to validate on all platforms/browsers instead of just some of them.

You Are Using Outdated Code

The W3C only started rendering validation tests over the course of the past couple of decades.

If your page was created to validate in a browser that predates this time (IE 6 or earlier, for example), it will not pass these new standards because it was written with older technologies and formats in mind.

While this is a relatively rare issue, it still happens.

This problem can be fixed by reworking code to make it W3C compliant, but if you want to maintain compatibility with older browsers, you may need to continue using code that works, and thus forego passing 100% complete validation.

Both problems could potentially be solved with a little trial and error.

With some work and effort, both types of sites can validate across multiple devices and platforms without issue – hopefully!

Polyglot Documents

Polyglot documents include any document that may have been transferred from an older version of code, and never re-worked to be compatible with the new version.

In other words, it’s a combination of documents with a different code type than what the current document was coded for (say an HTML 4.01 transitional document type compared to an XHTML document type).

Make no mistake: Even though both may be “HTML” per se, they are very different languages and need to be treated as such.

You can’t copy and paste one over and expect things to be all fine and dandy.

What does this mean?

For example, you may have seen situations where you may validate code, but nearly every single line of a document has something wrong with it on the W3C validator.

This could be due to somebody transferring over code from another version of the site, and not updating it to reflect new coding standards.

Either way, the only way to repair this is to either rework the code line by line (an extraordinarily tedious process).

How WC3 Validation Works

The W3C validator is this author’s validator of choice for making sure that your code validates across a wide variety of platforms and systems.

The W3C validator is free to use, and you can access it here.

With the W3C validator, it’s possible to validate your pages by page URL, file upload, and Direct Input.

  • Validate Your Pages by URL: This is relatively simple. Just copy and paste the URL into the Address field, and you can click on the check button in order to validate your code.
  • Validate Your Pages by File Upload: When you validate by file upload, you will upload the html files of your choice one file at a time. Caution: if you’re using Internet Explorer or certain versions Windows XP, this option may not work for you.
  • Validate Your Pages by Direct Input: With this option, all you have to do is copy and paste the code you want to validate into the editor, and the W3C validator will do the rest.

While some professionals claim that some W3C errors have no rhyme or reason, in 99.9% of cases, there is a rhyme and reason.

If there isn’t a rhyme and reason throughout the entire document, then you may want to refer to our section on polyglot documents below as a potential problem.

HTML Syntax

Let’s start at the top with HTML syntax. Because it’s the backbone of the World Wide Web, this is the most common coding that you will run into as an SEO professional.

The W3C has created a specification for HTML 5 called “the HTML5 Standard”.

This document explains how HTML should be written on an ideal level for processing by popular browsers.

If you go to their site, you can utilize their validator to make sure that your code is valid according to this spec.

They even give examples of some of the rules that they look for when it comes to standards compliance.

This makes it easier than ever to check your work before you publish it!

Validators For Other Languages

Now let’s move on to some of the other languages that you may be using online.

For example, you may have heard of CSS3.

The W3C has standards documentation for CSS 3 as well called “the CSS3 Standard.”

This means that there is even more opportunity for validation!

You can validate your HTML against their standard and then validate your CSS against the same standard to ensure conformity across platforms.

While it may seem like overkill to validate your code against so many different standards at once, remember that this means that there are more chances than ever to ensure conformity across platforms.

And for those of you who only work in one language, you now have the opportunity to expand your horizons!

It can be incredibly difficult if not impossible to align everything perfectly, so you will need to pick your battles.

You may also just need something checked quickly online without having the time or resources available locally.

Common Validation Errors

You will need to be aware of the most common validation errors as you go through the validation process, and it’s also a good idea to know what those errors mean.

This way, if your page does not validate, you will know exactly where to start looking for possible problems.

Some of the most common validation errors (and their meanings) include:

  • Type Mismatch: When your code is trying to make one kind of data object appear like another data object (e.g., submitting a number as text), you run the risk of getting this message. This error usually signals that some kind of coding mistake has been made. The solution would be to figure out exactly where that mistake was made and fix it so that the code validates successfully.
  • Parse Error: This error tells you that there was a mistake in the coding somewhere, but it does not tell you where that mistake is. If this happens, you will have to do some serious sleuthing in order to find where your code went wrong.
  • Syntax Errors: These types of errors involve (mostly) careless mistakes in coding syntax. Either the syntax is typed incorrectly, or its context is incorrect. Either way, these errors will show up in the W3C validator.

The above are just some examples of errors that you may see when you’re validating your page.

Unfortunately, the list goes on and on – as does the time spent trying to fix these problems!

More Specific Errors (And Their Solutions)

You may find more specific errors that apply to your site. They may include errors that reference “type attribute used in tag.”

This refers to some tags like JavaScript declaration tags, such as the following: <script type=”text/javascript”>.

The type attribute of this tag is not needed anymore and is now considered legacy coding.

If you use that kind of coding now, you may end up unintentionally throwing validation errors all over the place in certain validators.

Did you know that not using alternative text (alt text) – also called alt tags by some – is a W3C issue? It does not conform to the W3C rules for accessibility.

Alternative text is the text that is coded into images.

It is primarily used by screen readers for the blind.

If a blind person visits your site, and you do not have alternative text (or meaningful alternative text) in your images, then they will be unable to use your site effectively.

The way these screen readers work is that they speak aloud the words that are coded into images, so the blind can use their sense of hearing to understand what’s on your web page.

If your page is not very accessible in this regard, this could potentially lead to another sticky issue: that of accessibility lawsuits.

This is why it pays to pay attention to your accessibility standards and validate your code against these standards.

Other types of common errors include using tags out of context.

For code context errors, you will need to make sure they are repaired according to the W3C documentation so these errors are no longer thrown by the validator.

Preventing Errors From Impacting Your Site Experience

The best way to prevent validation errors from happening is by making sure your site validates before launch.

It’s also useful to validate your pages regularly after they’re launched so that new errors do not crop up unexpectedly over time.

If you think about it, validation errors are the equivalent of spelling mistakes in an essay – once they’re there, they’re difficult (if not impossible) to erase, and they need to be fixed as soon as humanly possible.

If you adopt the habit of always using the W3C validator in order to validate your code, then you can, in essence, stop these coding mistakes from ever happening in the first place.

Heads Up: There Is More Than One Way To Do It

Sometimes validation won’t go as planned according to all standards.

And there is more than one way to accomplish the same goal.

For example, if you use <button> to create a button and then give it an href tag inside of it using the <a> element, this doesn’t seem to be possible according to W3C standards.

But is perfectly acceptable in JavaScript because there are actually ways to do this within the language itself.

This is an example of how we create this particular code and insert it into the direct input of the W3C validator:

Screenshot from W3C validator, February 2022

In the next step, during validation, as discussed above we find that there are at least 4 errors just within this particular code alone, indicating that this is not exactly a particularly well-coded line:

Screenshot showing errors in the W3C validator tool.Screenshot from W3C validator, February 2022

While validation, on the whole, can help you immensely, it is not always going to be 100% complete.

This is why it’s important to familiarize yourself by coding with the validator as much as you can.

Some adaptation will be needed. But it takes experience to achieve the best possible cross-platform compatibility while also remaining compliant with today’s browsers.

The ultimate goal here is improving accessibility and achieving compatibility with all browsers, operating systems, and devices.

Not all browsers and devices are created equal, and validation achieves a cohesive set of instructions and standards that can accomplish the goal of making your page equal enough for all browsers and devices.

When in doubt, always err on the side of proper code validation.

By making sure that you work to include the absolute best practices in your coding, you can ensure that your code is as accessible as it possibly can be for all types of users.

On top of that, validating your HTML against W3C standards helps you achieve cross-platform compatibility between different browsers and devices.

By working to always ensure that your code validates, you are on your way to making sure that your site is as safe, accessible, and efficient as possible.

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How to Block ChatGPT From Using Your Website Content

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How to Block ChatGPT From Using Your Website Content

There is concern about the lack of an easy way to opt out of having one’s content used to train large language models (LLMs) like ChatGPT. There is a way to do it, but it’s neither straightforward nor guaranteed to work.

How AIs Learn From Your Content

Large Language Models (LLMs) are trained on data that originates from multiple sources. Many of these datasets are open source and are freely used for training AIs.

Some of the sources used are:

  • Wikipedia
  • Government court records
  • Books
  • Emails
  • Crawled websites

There are actually portals and websites offering datasets that are giving away vast amounts of information.

One of the portals is hosted by Amazon, offering thousands of datasets at the Registry of Open Data on AWS.

Screenshot from Amazon, January 2023

The Amazon portal with thousands of datasets is just one portal out of many others that contain more datasets.

Wikipedia lists 28 portals for downloading datasets, including the Google Dataset and the Hugging Face portals for finding thousands of datasets.

Datasets of Web Content

OpenWebText

A popular dataset of web content is called OpenWebText. OpenWebText consists of URLs found on Reddit posts that had at least three upvotes.

The idea is that these URLs are trustworthy and will contain quality content. I couldn’t find information about a user agent for their crawler, maybe it’s just identified as Python, I’m not sure.

Nevertheless, we do know that if your site is linked from Reddit with at least three upvotes then there’s a good chance that your site is in the OpenWebText dataset.

More information about OpenWebText is here.

Common Crawl

One of the most commonly used datasets for Internet content is offered by a non-profit organization called Common Crawl.

Common Crawl data comes from a bot that crawls the entire Internet.

The data is downloaded by organizations wishing to use the data and then cleaned of spammy sites, etc.

The name of the Common Crawl bot is, CCBot.

CCBot obeys the robots.txt protocol so it is possible to block Common Crawl with Robots.txt and prevent your website data from making it into another dataset.

However, if your site has already been crawled then it’s likely already included in multiple datasets.

Nevertheless, by blocking Common Crawl it’s possible to opt out your website content from being included in new datasets sourced from newer Common Crawl data.

The CCBot User-Agent string is:

CCBot/2.0

Add the following to your robots.txt file to block the Common Crawl bot:

User-agent: CCBot
Disallow: /

An additional way to confirm if a CCBot user agent is legit is that it crawls from Amazon AWS IP addresses.

CCBot also obeys the nofollow robots meta tag directives.

Use this in your robots meta tag:

<meta name="robots" content="nofollow">

Blocking AI From Using Your Content

Search engines allow websites to opt out of being crawled. Common Crawl also allows opting out. But there is currently no way to remove one’s website content from existing datasets.

Furthermore, research scientists don’t seem to offer website publishers a way to opt out of being crawled.

The article, Is ChatGPT Use Of Web Content Fair? explores the topic of whether it’s even ethical to use website data without permission or a way to opt out.

Many publishers may appreciate it if in the near future, they are given more say on how their content is used, especially by AI products like ChatGPT.

Whether that will happen is unknown at this time.

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Featured image by Shutterstock/ViDI Studio



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Google’s Mueller Criticizes Negative SEO & Link Disavow Companies

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Google's Mueller Criticizes Negative SEO & Link Disavow Companies

John Mueller recently made strong statements against SEO companies that provide negative SEO and other agencies that provide link disavow services outside of the tool’s intended purpose, saying that they are “cashing in” on clients who don’t know better.

While many frequently say that Mueller and other Googlers are ambiguous, even on the topic of link disavows.

The fact however is that Mueller and other Googlers have consistently recommended against using the link disavow tool.

This may be the first time Mueller actually portrayed SEOs who liberally recommend link disavows in a negative light.

What Led to John Mueller’s Rebuke

The context of Mueller’s comments about negative SEO and link disavow companies started with a tweet by Ryan Jones (@RyanJones)

Ryan tweeted that he was shocked at how many SEOs regularly offer disavowing links.

He tweeted:

“I’m still shocked at how many seos regularly disavow links. Why? Unless you spammed them or have a manual action you’re probably doing more harm than good.”

The reason why Ryan is shocked is because Google has consistently recommended the tool for disavowing paid/spammy links that the sites (or their SEOs) are responsible for.

And yet, here we are, eleven years later, and SEOs are still misusing the tool for removing other kinds of tools.

Here’s the background information about that.

Link Disavow Tool

In the mid 2000’s there was a thriving open market for paid links prior to the Penguin Update in April 2012. The commerce in paid links was staggering.

I knew of one publisher with around fifty websites who received a $30,000 check every month for hosting paid links on his site.

Even though I advised my clients against it, some of them still purchased links because they saw everyone else was buying them and getting away with it.

The Penguin Update caused the link selling boom collapsed.

Thousands of websites lost rankings.

SEOs and affected websites strained under the burden of having to contact all the sites from which they purchased paid links to ask to have them removed.

So some in the SEO community asked Google for a more convenient way to disavow the links.

Months went by and after resisting the requests, Google relented and released a disavow tool.

Google cautioned from the very beginning to only use the tool for disavowing links that the site publishers (or their SEOs) are responsible for.

The first paragraph of Google’s October 2012 announcement of the link disavow tool leaves no doubt on when to use the tool:

“Today we’re introducing a tool that enables you to disavow links to your site.

If you’ve been notified of a manual spam action based on ‘unnatural links’ pointing to your site, this tool can help you address the issue.

If you haven’t gotten this notification, this tool generally isn’t something you need to worry about.”

The message couldn’t be clearer.

But at some point in time, link disavowing became a service applied to random and “spammy looking” links, which is not what the tool is for.

Link Disavow Takes Months To Work

There are many anecdotes about link disavows that helped sites regain rankings.

They aren’t lying, I know credible and honest people who have made this claim.

But here’s the thing, John Mueller has confirmed that the link disavow process takes months to work its way through Google’s algorithm.

Sometimes things happen that are not related, no correlation. It just looks that way.

John shared how long it takes for a link disavow to work in a Webmaster Hangout:

“With regards to this particular case, where you’re saying you submitted a disavow file and then the ranking dropped or the visibility dropped, especially a few days later, I would assume that that is not related.

So in particular with the disavow file, what happens is we take that file into account when we reprocess the links kind of pointing to your website.

And this is a process that happens incrementally over a period of time where I would expect it would have an effect over the course of… I don’t know… maybe three, four, five, six months …kind of step by step going in that direction.

So if you’re saying that you saw an effect within a couple of days and it was a really strong effect then I would assume that this effect is completely unrelated to the disavow file. …it sounds like you still haven’t figured out what might be causing this.”

John Mueller: Negative SEO and Link Disavow Companies are Making Stuff Up

Context is important to understand what was said.

So here’s the context for John Mueller’s remark.

An SEO responded to Ryan’s tweet about being shocked at how many SEOs regularly disavow links.

The person responding to Ryan tweeted that disavowing links was still important, that agencies provide negative SEO services to take down websites and that link disavow is a way to combat the negative links.

The SEO (SEOGuruJaipur) tweeted:

“Google still gives penalties for backlinks (for example, 14 Dec update, so disavowing links is still important.”

SEOGuruJaipur next began tweeting about negative SEO companies.

Negative SEO companies are those that will build spammy links to a client’s competitor in order to make the competitor’s rankings drop.

SEOGuruJaipur tweeted:

“There are so many agencies that provide services to down competitors; they create backlinks for competitors such as comments, bookmarking, directory, and article submission on low quality sites.”

SEOGuruJaipur continued discussing negative SEO link builders, saying that only high trust sites are immune to the negative SEO links.

He tweeted:

“Agencies know what kind of links hurt the website because they have been doing this for a long time.

It’s only hard to down for very trusted sites. Even some agencies provide a money back guarantee as well.

They will provide you examples as well with proper insights.”

John Mueller tweeted his response to the above tweets:

“That’s all made up & irrelevant.

These agencies (both those creating, and those disavowing) are just making stuff up, and cashing in from those who don’t know better.”

Then someone else joined the discussion:

Mueller tweeted a response:

“Don’t waste your time on it; do things that build up your site instead.”

Unambiguous Statement on Negative SEO and Link Disavow Services

A statement by John Mueller (or anyone) can appear to conflict with prior statements when taken out of context.

That’s why I not only placed his statements into their original context but also the history going back eleven years that is a part of that discussion.

It’s clear that John Mueller feels that those selling negative SEO services and those providing disavow services outside of the intended use are “making stuff up” and “cashing in” on clients who might not “know better.”

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Source Code Leak Shows New Ranking Factors to Consider

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Source Code Leak Shows New Ranking Factors to Consider

January 25, 2023, the day that Yandex—Russia’s search engine—was hacked. 

Its complete source code was leaked online. And, it might not be the first time we’ve seen hacking happen in this industry, but it is one of the most intriguing, groundbreaking events in years.

But Yandex isn’t Google, so why should we care? Here’s why we do: these two search engines are very similar in how they process technical elements of a website, and this leak just showed us the 1,922 ranking factors Yandex uses in its algorithm. 

Simply put, this information is something that we can use to our advantage to get more traffic from Google.

Yandex vs Google

As I said, a lot of these ranking factors are possibly quite similar to the signals that Google uses for search.

Yandex’s algorithm shows a RankBrain analog: MatrixNext. It also seems that they are using PageRank (almost the same way as Google does), and a lot of their text algorithms are the same. Interestingly, there are also a lot of ex-Googlers working in Yandex. 

So, reviewing these factors and understanding how they play into search rankings and traffic will provide some very useful insights into how search engines like Google work. No doubt, this new trove of information will greatly influence the SEO market in the months to come. 

That said, Yandex isn’t Google. The chances of Google having the exact same list of ranking factors is low — and Google may not even give that signal the same amount of weight that Yandex does. 

Still, it’s information that potentially will be useful for driving traffic, so make sure to take a look at them here (before it’s scrubbed from the internet forever).

An early analysis of ranking factors

Many of their ranking factors are as expected. These include:

  • Many link-related factors (e.g., age, relevancy, etc.).
  • Content relevance, age, and freshness.
  • Host reliability
  • End-user behavior signals.

Some sites also get preference (such as Wikipedia). FI_VISITS_FROM_WIKI even shows that sites that are referenced by Wikipedia get plus points. 

These are all things that we already know.

But something interesting: there were several factors that I and other SEOs found unusual, such as PageRank being the 17th highest weighted factor in Yandex, and the 19th highest weighted factor being query-document relevance (in other words, how close they match thematically). There’s also karma for likely spam hosts, based on Whois information.

Other interesting factors are the average domain ranking across queries, percent of organic traffic, and the number of unique visitors.

You can also use this Yandex Search Ranking Factor Explorer, created by Rob Ousbey, to search through the various ranking factors.

The possible negative ranking factors:

Here’s my thoughts on Yandex’s factors that I found interesting: 

FI_ADV: -0.2509284637 — this factor means having tons of adverts scattered around your page and buying PPC can affect rankings. 

FI_DATER_AGE: -0.2074373667 — this one evaluates content age, and whether your article is more than 10 years old, or if there’s no determinable date. Date metadata is important. 

FI_COMM_LINKS_SEO_HOSTS: -0.1809636391 — this can be a negative factor if you have too much commercial anchor text, particularly if the proportion of such links goes above 50%. Pay attention to anchor text distribution. I’ve written a guide on how to effectively use anchor texts if you need some help on this. 

FI_RANK_ARTROZ — outdated, poorly written text will bring your rankings down. Go through your site and give your content a refresh. FI_WORD_COUNT also shows that the number of words matter, so avoid having low-content pages.

FI_URL_HAS_NO_DIGITS, FI_NUM_SLASHES, FI_FULL_URL_FRACTION — urls shouldn’t have digits, too many slashes (too much hierarchy), and of course contain your targeted keyword.

FI_NUM_LINKS_FROM_MP — always interlink your main pages (such as your homepage or landing pages) to any other important content you want to rank. Otherwise, it can hurt your content.

FI_HOPS — reduce the crawl depth for any pages that matter to you. No important pages should be more than a few clicks away from your homepage. I recommend keeping it to two clicks, at most. 

FI_IS_UNREACHABLE — likewise, avoid making any important page an orphan page. If it’s unreachable from your homepage, it’s as good as dead in the eyes of the search engine.

The possible positive ranking factors:

FI_IS_COM: +0.2762504972 — .com domains get a boost in rankings.

FI_YABAR_HOST_VISITORS — the more traffic you get, the more ranking power your site has. The strategy of targeting smaller, easier keywords first to build up an audience before targeting harder keywords can help you build traffic.

FI_BEAST_HOST_MEAN_POS — the average position of the host for keywords affects your overall ranking. This factor and the previous one clearly show that being smart with your keyword and content planning matters. If you need help with that, check out these 5 ways to build a solid SEO strategy.

FI_YABAR_HOST_SEARCH_TRAFFIC — this might look bad but shows that having other traffic sources (such as social media, direct search, and PPC) is good for your site. Yandex uses this to determine if a real site is being run, not just some spammy SEO project.

This one includes a whole host of CTR-related factors. 

CTR ranking factors from Yandex

It’s clear that having searchable and interesting titles that drive users to check your content out is something that positively affects your rankings.

Google is rewarding sites that help end a user’s search journey (as we know from the latest mobile search updates and even the Helpful Content update). Do what you can to answer the query early on in your article. The factor “FI_VISITORS_RETURN_MONTH_SHARE“ also shows that it helps to encourage users to return to your site for more information on the topics they’re interested in. Email marketing is a handy tool here.

FI_GOOD_RATIO and FI_MANY_BAD — the percentage of “good” and “bad” backlinks on your site. Getting your backlinks from high-quality websites with traffic is important for your rankings. The factor FI_LINK_AGE also shows that adding a link-building strategy to your SEO as early as possible can help with your rankings.

FI_SOCIAL_URL_IS_VERIFIED — that little blue check has actual benefits now. Links from verified accounts have more weight.

Key Takeaway

Yandex and Google, being so similar to each other in theory, means that this data leak is something we must pay attention to. 

Several of these factors may already be common knowledge amongst SEOs, but having them confirmed by another search engine enforces how important they are for your strategy.

These initial findings, and understanding what it might mean for your website, can help you identify what to improve, what to scrap, and what to focus on when it comes to your SEO strategy. 

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