Mẹo Which of the following most accurately describes the practice of publishing similar content more than once?

Use heading tags where it makes sense. Too many heading tags on a page can make it hard for users to scan the content and determine where one topic ends and another begins.

Avoid:

Excessive use of heading tags on a page.Very long headings.Using heading tags only for styling text and not presenting structure.

Add structured data markup

Structured data is code that you can add to your sites' pages to describe your content to search engines, so they can better understand what's on your pages. Search engines can use this understanding to display your content in useful (and eye-catching) ways in search results. That, in turn, can help you attract just the right kind of customers for your business.

For example, if you've got an online store and mark up an individual product page, this helps us understand that the page features a bike, its price, and customer reviews. We may display that information in the snippet for search results for relevant queries. We call these rich results.

In addition to using structured data markup for rich results, we may use it to serve relevant results in other formats. For instance, if you've got a brick-and-mortar store, marking up the opening hours allows your potential customers to find you exactly when they need you, and inform them if your store is open/closed the time of searching.

You can mark up many business-relevant entities:

Products you're sellingBusiness location Videos about your products or businessOpening hoursEvents listingsRecipesYour company logo, and many more

See a full list of supported content types.

We recommend that you use structured data with any of the supported notations markup to describe your content. You can add the markup to the HTML code to your pages, or use tools like Data Highlighter and Markup Helper.

Once you've marked up your content, you can use the Google Rich Results test to make sure that there are no mistakes in the implementation. You can either enter the URL where the content is, or copy the actual HTML which includes the markup.

Avoid:

Using invalid markup.

If you want to give structured markup a try without changing the source code of your site, you can use Data Highlighter, which is a tool integrated in Search Console that supports a subset of content types.

If you'd like to get the markup code ready to copy and paste to your page, try the Markup Helper.

Avoid:

Changing the source code of your site when you are unsure about implementing markup.

The various Rich result reports in Search Console shows you how many pages on your site we've detected with a specific type of markup, how many times they appeared in search results, and how many times people clicked on them over the past 90 days. It also shows any errors we've detected.

Avoid:

Adding markup data which is not visible to users.Creating fake reviews or adding irrelevant markups.

Manage your appearance in Google Search results

Correct structured data on your pages also makes your page eligible for many special features in Google Search results, including review stars, fancy decorated results, and more. See the gallery of search result types that your page can be eligible for.

Organize your site hierarchy

Understand how search engines use URLs

Search engines need a unique URL per piece of content to be able to crawl and index that content, and to refer users to it. Different content (for example, different products in a shop) as well as modified content (for example, translations or regional variations) need to use separate URLs in order to be shown in search appropriately.

URLs are generally split into multiple distinct sections:

For example:

Google recommends that all websites use https:// when possible. The hostname is where your website is hosted, commonly using the same domain name that you'd use for email. Google differentiates between the www and non-www version (for example, www.example.com or just example.com). When adding your website to Search Console, we recommend adding both :// and https:// versions, as well as the www and non-www versions.

Path, filename, and query string determine which content from your server is accessed. These three parts are case-sensitive, so FILE would result in a different URL than file. The hostname and protocol are case-insensitive; upper or lower case wouldn't play a role there.

A fragment (in this case, #info) generally identifies which part of the page the browser scrolls to. Because the content itself is usually the same regardless of the fragment, search engines commonly ignore any fragment used.

When referring to the homepage, a trailing slash after the hostname is optional since it leads to the same content (https://example.com/ is the same as https://example.com). For the path and filename, a trailing slash would be seen as a different URL (signaling either a file or a directory), for example, https://example.com/fish is not the same as https://example.com/fish/.

Navigation is important for search engines

The navigation of a website is important in helping visitors quickly find the content they want. It can also help search engines understand what content the website owner thinks is important. Although Google's search results are provided a page level, Google also likes to have a sense of what role a page plays in the bigger picture of the site.

Plan your navigation based on your homepage

All sites have a home or root page, which is usually the most frequented page on the site and the starting place of navigation for many visitors. Unless your site has only a handful of pages, think about how visitors will go from a general page (your root page) to a page containing more specific content. Do you have enough pages around a specific topic area that it would make sense to create a page describing these related pages (for example, root page -> related topic listing -> specific topic)? Do you have hundreds of different products that need to be classified under multiple category and subcategory pages?

A breadcrumb is a row of internal links the top or bottom of the page that allows visitors to quickly navigate back to a previous section or the root page. Many breadcrumbs have the most general page (usually the root page) as the first, leftmost link and list the more specific sections out to the right. We recommend using breadcrumb structured data markup when showing breadcrumbs.

Create a simple navigational page for users

A navigational page is a simple page on your site that displays the structure of your website, and usually consists of a hierarchical listing of the pages on your site. Visitors may visit this page if they are having problems finding pages on your site. While search engines will also visit this page, getting good crawl coverage of the pages on your site, it's mainly aimed human visitors.

Make it as easy as possible for users to go from general content to the more specific content they want on your site. Add navigation pages when it makes sense and effectively work these into your internal link structure. Make sure all of the pages on your site are reachable through links, and that they don't require an internal search functionality to be found. Link to related pages, where appropriate, to allow users to discover similar content.

Avoid:

Creating complex webs of navigation links, for example, linking every page on your site to every other page.Going overboard with slicing and dicing your content (so that it takes twenty clicks to reach from the homepage).

Controlling most of the navigation from page to page on your site through text links makes it easier for search engines to crawl and understand your site. When using JavaScript to create a page, use a elements with URLs as href attribute values, and generate all menu items on page-load, instead of waiting for a user interaction.

Avoid:

Having a navigation based entirely on images, or animations.Requiring script based sự kiện-handling for navigation.

Include a simple navigational page for your entire site (or the most important pages, if you have hundreds or thousands) for users. Create an XML sitemap file to ensure that search engines discover the new and updated pages on your site, listing all relevant URLs together with their primary content's last modified dates.

Avoid:

Letting your navigational page become out of date with broken links.Creating a navigational page that simply lists pages without organizing them, for example by subject.

Users will occasionally come to a page that doesn't exist on your site, either by following a broken link or typing in the wrong URL. Having a custom 404 page that kindly guides users back to a working page on your site can greatly improve a user's experience. Consider including a link back to your root page and providing links to popular or related content on your site. You can use Google Search Console to find the sources of URLs causing "not found" errors.

Avoid:

Allowing your 404 pages to be indexed in search engines (make sure that your web server is configured to give a 404 HTTP status code or—in the case of JavaScript-based sites—include the noindex tag when non-existent pages are requested).Blocking 404 pages from being crawled through the robots.txt file.Providing only a vague message like "Not found", "404", or no 404 page all.Using a design for your 404 pages that isn't consistent with the rest of your site.

Simple URLs convey content information

Creating descriptive categories and filenames for the documents on your website not only helps you keep your site better organized, it can create easier, friendlier URLs for those that want to link to your content. Visitors may be intimidated by extremely long and cryptic URLs that contain few recognizable words.

URLs like the following can be confusing and unfriendly:

If your URL is meaningful, it can be more useful and easily understandable in different contexts:

URLs are displayed in search results

Lastly, remember that the URL to a document is usually displayed in some form in a Google Search result near the document title.

Google is good crawling all types of URL structures, even if they're quite complex, but spending the time to make your URLs as simple as possible is a good practice.

URLs with words that are relevant to your site's content and structure are friendlier for visitors navigating your site.

Avoid:

Using lengthy URLs with unnecessary parameters and session IDs.Choosing generic page names like page1.html.Using excessive keywords like baseball-cards-baseball-cards-baseballcards.html.

Use a directory structure that organizes your content well and makes it easy for visitors to know where they're on your site. Try using your directory structure to indicate the type of content found that URL.

Avoid:

Having deep nesting of subdirectories like .../dir1/dir2/dir3/dir4/dir5/dir6/page.html.Using directory names that have no relation to the content in them.

To prevent users from linking to one version of a URL and others linking to a different version (this could split the reputation of that content between the URLs), focus on using and referring to one URL in the structure and internal linking of your pages. If you do find that people are accessing the same content through multiple URLs, setting up a 301 redirect from non-preferred URLs to the dominant URL is a good solution for this. If you cannot redirect, you may also use the rel="canonical" link element.

Avoid:

Having pages from subdomains and the root directory access the same content, for example, domain.com/page.html and sub.domain.com/page.html.

Optimize your content

Make your site interesting and useful

Creating compelling and useful content will likely influence your website more than any of the other factors discussed here. Users know good content when they see it and will likely want to direct other users to it. This could be through blog posts, social truyền thông services, email, forums, or other means.

Organic or word-of-mouth buzz is what helps build your site's reputation with both users and Google, and it rarely comes without quality content.

Know what your readers want (and give it to them)

Think about the words that a user might search for to find a piece of your content. Users who know a lot about the topic might use different keywords in their search queries than someone who is new to the topic. For example, a long-time football fan might search for "fifa", an acronym for the Fédération Internationale de Football Association, while a new fan might use a more general query like "football playoffs". Anticipating these differences in search behavior and accounting for them while writing your content (using a good mix of keyword phrases) could produce positive results. Google Ads provides a handy Keyword Planner that helps you discover new keyword variations and see the approximate search volume for each keyword. Also, Google Search Console provides you with the top search queries your site appears for and the ones that led the most users to your site in the Performance Report.

Consider creating a new, useful service that no other site offers. You could also write an original piece of research, break an exciting news story, or leverage your unique user base. Other sites may lack the resources or expertise to do these things.

Users enjoy content that is well written and easy to follow.

Avoid:

Writing sloppy text with many spelling and grammatical mistakes.Awkward or poorly written content.Embedding text in images and videos for textual content: users may want to copy and paste the text and search engines can't read it.

It's always beneficial to organize your content so that visitors have a good sense of where one content topic begins and another ends. Breaking your content up into logical chunks or divisions helps users find the content they want faster.

Avoid:

Dumping large amounts of text on varying topics onto a page without paragraph, subheading, or layout separation.

New content will not only keep your existing visitor base coming back, but also bring in new visitors.

Avoid:

Rehashing (or even copying) existing content that will bring little extra value to users.Having duplicate or near-duplicate versions of your content across your site.

Learn more about duplicate content.

Designing your site around your visitors' needs while making sure your site is easily accessible to search engines usually produces positive results.

Avoid:

Inserting numerous unnecessary keywords aimed search engines but are annoying or nonsensical to users.Having blocks of text like "frequent misspellings used to reach this page" that add little value for users.Deceptively hiding text from users, but displaying it to search engines.

Act in a way that cultivates user trust

Users feel comfortable visiting your site if they feel that it's trustworthy.

A site with a good reputation is trustworthy. Cultivate a reputation for expertise and trustworthiness in a specific area.
Provide information about who publishes your site, provides the content, and its goals. If you have a shopping or other financial transaction website, make sure you have clear and satisfying customer service information to help users resolve issues. If you have a news site, provide clear information about who is responsible for the content.

Using appropriate technologies is also important. If a shopping checkout page doesn't have a secure connection, users cannot trust the site.

Expertise and authoritativeness of a site increases its quality. Be sure that content on your site is created or edited by people with expertise in the topic. For example, providing expert or experienced sources can help users understand articles' expertise. Representing well-established consensus in pages on scientific topics is a good practice if such consensus exists.

Provide an appropriate amount of content for your subject

Creating high quality content takes a significant amount of least one of the following: time, effort, expertise, and talent/skill. Make sure content is factually accurate, clearly written, and comprehensive. So, for example, if you describe your page as a recipe, provide a complete recipe that is easy to follow, rather than just a set of ingredients or a basic description of the dish.

Avoid:

Providing insufficient content for the purpose of the page.

Avoid distracting advertisements

We expect advertisements to be visible. However, don't let the advertisements distract users or prevent them from consuming the site content. For example, advertisements, supplement contents, or interstitial pages (pages displayed before or after the content you are expecting) that make it difficult to use the website. Learn more about this topic.

Avoid:

Putting distracting advertisements on your pages.

Use links wisely

Link text is the visible text inside a link. This text tells users and Google something about the page you're linking to. Links on your page may be internal—pointing to other pages on your site—or external—leading to content on other sites. In either of these cases, the better your anchor text is, the easier it is for users to navigate and for Google to understand what the page you're linking to is about.

With appropriate anchor text, users and search engines can easily understand what the linked pages contain.

Write anchor text that provides least a basic idea of what the page linked to is about.

Writing generic anchor text like "page", "article", or "click here".Using text that is off-topic or has no relation to the content of the page linked to.Using the page's URL as the anchor text in most cases, although there are certainly legitimate uses of this, such as promoting or referencing a new website's address.

Aim for short but descriptive text-usually a few words or a short phrase.

Writing long anchor text, such as a lengthy sentence or short paragraph of text.

Make it easy for users to distinguish between regular text and the anchor text of your links. Your content becomes less useful if users miss the links or accidentally click them.

Using CSS or text styling that make links look just like regular text.

You may usually think about linking in terms of pointing to outside websites, but paying more attention to the anchor text used for internal links can help users and Google navigate your site better.

Using excessively keyword-filled or lengthy anchor text just for search engines.Creating unnecessary links that don't help with the user's navigation of the site.

You can confer some of your site's reputation to another site when your site links to it. Sometimes users can take advantage of this by adding links to their own site in your comment sections or message boards. Or sometimes you might mention a site in a negative way and don't want to confer any of your reputation upon it. For example, imagine that you're writing a blog post on the topic of comment spamming and you want to call out a site that recently comment spammed your blog. You want to warn others of the site, so you include the link to it in your content; however, you certainly don't want to give the site some of your reputation from your link. This would be a good time to use nofollow.

Another example when the nofollow attribute can come handy are widget links. If you are using a third party's widget to enrich the experience of your site and engage users, check if it contains any links that you did not intend to place on your site along with the widget. Some widgets may add links to your site which are not your editorial choice and contain anchor text that you as a website owner may not control. If removing such unwanted links from the widget is not possible, you can always disable them with nofollow. If you create a widget for functionality or content that you provide, make sure to include the nofollow on links in the default code snippet.

Lastly, if you're interested in nofollowing all of the links on a page, you can add the tag inside the tag for the page. You can find more details about robots meta tags in our documentation.

To tell Google not to follow or pass your page's reputation to the pages linked, set the value of the rel attribute of a link to nofollow or ugc. Nofollowing a link means adding rel="nofollow" or a more specific attribute such as ugc inside the link's anchor tag, as shown here: