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I would not attack "content marketing" with repeated posts.  It is a difficult topic to rank for and the sites that you will be competing against are very strong.   There are tons of sites competing.

I would not attack "content marketing" with a big comprehensive page but for other less competitive subjects I would attack with a big comprehensive page if I can beat the other content that is already out there.  Don't waste your time with the big comprehensive page if you can't beat the quality of the content that already exists.

....  Now... about KW cannibalization....

Saturating a market niche with content works well in tiny niches with naive competitors.  You can have three pages from one domain on the first page of the SERPs - each presenting different content to read or different products for sale.  Saturating a market niche doesn't work well if multiple big brands are your competitors.  It's too hard to produce two or three pages on the same topic that are good enough to earn the first page of the SERPs.  (Lots of people think that KW cannibalization is bad because you are "eating your own"... but in my view you are "eating your competitors" with same-keyword content.  :|)  <-- that pipe is a bone in the nose.   Kick them out of profitable SERPs by loading the top three positions with your own pages.

So, making the decision to produce multiple pages of content for the same keyword or keyword niche should not be guided by generic advice.  You must consider the niche, the strength of sites in the niche, the amount of content already out there in that niche, your ability to compete with the quality of the content already in the niche.  Being able to make money from the traffic that you do get is the crux move that determines profitability and the only reason to do this other than vanity or proselytization.  The people giving generic advice about this topic (or just about any topic) are blathering.

(My post above discusses keyword cannibalization on a single domain that you control.  See Rand's Whiteboard Friday from last week and on August 28. He does not mention "keyword cannibalization" in those videos (putting up multiple pages about the same topic), but, in my view, it  is doing it through the use of multiple domains that other people control.  Often they are very strong or very popular domains that earn your content visibility or authority.)

Other recommended activities for cannibals between early May and late October.

I would let them expire and buy beer with the savings.

Let the competitors spend their time and money on them.

IMO "stop words" are a hoax.

I am confident that the pages in your persistent navigation are given more weight by Google.

On each of my sites I have a sidebar that presents a categorized list of links to the important pages that I want everyone to see.  They could be there because I want them to be given attention by google, because I want them to have an opportunity to be seen by every visitor, because they are new and I want to promote them, or because they are important sales pages.  The strategies and categories are different for every site.

If someone lands on your site and sees three links to other pages, what message does that send?   Nuthin' here?   If someone lands on your site and sees a great presentation of inviting topics, what message does that send.  If you want people to see what you have, don't make them dig for it.   If you have great content, get it out there and flaunt it.

Some of my good friends are designers who proselytize the concept of minimalist design.  They think that I should have no more than three to five links on any page. They "tisk tisk" when they look at a site like mine.  But, each of my sites has more traffic than all of theirs combined.

Getting content from some clients is like pulling molars from a stubborn mule.

A long time ago I used to have clients and after experiencing this problem I decided to start writing content and placing it on my own site.   After doing that for about 15 years, I have a lot of content that brings in a lot of traffic and I am far better off and enjoying myself a lot more than if I were still doing dental work on mules.

Have you thought about doing this?  Content producers are the most valuable people on the web (far more valuable than SEOs    And, if they know a little bit about making a website, doing a little SEO, and maybe a little about marketing they can make all of the money that their content produces year-over-year-over-year-over-year... etc..  you get it.... instead of selling it to mules for a one-time fee.

These are awesome, Bryan.  Nice work!

If I owned this company we would stop selling our products from hotdog stands and build a real store.

If you combine all of these websites into a single nice store the power that occurs when they pull together will be like uniting the clans.  Also, a greater diversity of merchandise on a single site results in great selection, greater customer satisfaction and larger shopping carts at checkout.   If your bosses don't understand the incredible value of that then they must have flunked their accounting class.

I don't know what kind of domains you are currently selling from.  If you are selling coffee makers on CoffeeMakers.com then I might be hesitant to give it up, because domains like that are awesome.  However if you are selling from domains like bestdamncoffeemakers.biz then I would close those outhouses and build a real store.

I agree with Anthony.

There are lots of great content topics for classified ads.  If you take classified ads seriously and understand them then you know the questions that people are asking, you know what they are not asking but that they should know.  Writing effective classified ads is a science and artform.  I read books about them in the 1960s when I was advertising in the very expensive word ads in the backs of magazines like Popular Science and Popular Mechanics.   There are safety topics, pricing topics, scheduling topics, many others.  Dig up some of the old books and write similar content that is adapted for the web.

Would you recommend using the pdf as lead gen where people need to enter their email address and name to download it

I would not do that.

If you put it on a pdf and require email to see it, the number of people who actually see it will be fractional.  If I was an "influencer" I would not tell my tribe... "hey, check this out!" if they have to give up an email to see it.  They will not appreciate that and will be hesitant to go see stuff that I recommend in the future.

Influencers get "hey, look at this!" emails three times a day.  So if you are going to solicit them you better have something that is better than freeking awesome, OMG! That's the best I have ever seen!.   So, the first thing that I would do is, revisit the article and see if I can improve the text and kick it up three notches with great photos, images, maps, graphs, downloadable spread sheets pre-loaded for their data, links to relevant documents, sources where they can get the supplies that they need.  Have the courage to link to documents that are superior to yours for different aspects of the topic.  If this document isn't good enough to drop everybody's jaws then the effectiveness of it for your purpose is fractional.

Now that you have that make sure that your most important audience doesn't miss it.  I would give it away for free, and promote it on my own website so everyone who visits can't miss seeing my ads for it.  It would be on my website and promoted by obvious banner ads, and headline ads to it on every page of the website.  Do the same on your Facebook page and on every social presence that you currently use.  Invite your tribe to share it with their friends, colleagues,  employees, suppliers, customers, family, pets and enemies (the content should be good enough that they do this spontaneously, but suggest this as a trigger).  Have obvious share buttons on the page for easy use and as another trigger.   If you have a news letter, a news feed, or other method of communicating with your own tribe, send them a really short message that will get them to your website to see this.  Have smaller, less vigorous promos that you can include at the bottom of routine email messages, receipts, packing slips, swag and other small items/documents that you spread in the normal course of business.

Now that you have notified your tribe you can go to work on the influencers, who is each worth similar, but customized efforts.

I am my own client, so I can be as picky as a want, and I take care of the details that I feel are important.

I pay close attention to how the site is responding and rendering when I pretend that I am a visitor.  I pay even more attention when a customer or visitor writes to me with a complaint.   In my opinion, if the site is working great then all is good.    

W3C validation seems to be of jugular importance to W3C evangelists.  They will tell you that you will burn in Hell if you don't achieve it with flying colors.  People who want to sell you their services will point at any fault that can be detected.

Practical people have a different opinion.  I try to be as practical as possible.

When my sales volume was about the same as yours there was a lot of day-to-day volatility.  One big sale could up the daily total.   A few nice sales could up the daily total.   A lack of a big sale or a few nice sales would make the daily total puny.

As your sales volume grows volatility will decline from your high days being 5x the volume of your low days.   Once you get up to £2000 to £3000 your daily volatility will probably drop to about 3x between your high days and low days.   Your sales will never be steady because you have day-of-the-week, season-of-the-year, and surprise spikes and dips driven by outside factors.  You will still have great days to celebrate and slow days that allow your staff to work on other ways to advance your business.

I noticed the robots.txt file returned a 404 and asked the developers to take a look and they said the content of it is fine.

Sometimes developers say this stuff.  If you are getting a 404, demonstrate it to them.

Thanks for sharing this great story.   I am glad that your brother's website is doing so well.  His website is ranking well in some very competitive SERPs.

I spend most of my time writing content.  I spend almost no time on the "standard jobs of SEO" other than a small amount of keyword research and writing good <title>and <meta description> tags.   I believe that the quality of the content (interest level, ease of reading) and how it is presented (interesting images, lots of subheadings to punctuate and facilitate scanning) are very important.</p> <p>Keep up the great work.  You made some very valuable observations and thanks again for sharing them here. </p></title>

Nice work!

I am going to say what I do and how I think that it works.  I am not saying that this is correct or best practice.

When I abandon a URL I do not place the redirect in the .htaccess file in the root directory.  Instead, I place an .htaccess file in the folder where the URL was saved.  That limits the size of my .htaccess file in the root directory.  I believe that reduces the amount of work that your server must do, it does not need to examine a very large .htaccess file.

If you use many folders to categorize your content then you will have small .htaccess files that are easier to manage.  From time to time you will be able to redirect entire folders instead of individual files when you abandon a product line or a category of content.

That's what I do.

The bank.

I have keyword meta information on some of my sites.  I doubt that it has any negative value with the search engines.  I don't think it is helpful with any search engines that produce significant traffic in the United States.

The people who look at it might get "some idea" of the keywords that the page targets, but anyone with any skill can look at the title and the visible on-page and know what the real targets are without looking at the meta.  The meta is smoke.  The short tail is the small part of the target, that's whats in the meta.    The long tail is where the money is.

They have zero fear of people who use meta keywords as a data source.

It sounds like you have some knowledge of your clients.  That's great.

My first inclination is to look to them to see where they anticipate increasing their future spend and where they plan to decrease or quit.  That is the first indication of demand for your services.  If they foresee cutting these other areas then you will have to figure out a way to Change Minds if you hope to grow your business in these other areas.

I would start attending the trade meetings and conferences of these other "advertising industries".  There should be presentations being given by foreward-looking people of experience.  Join these organizations, learn if their membership is increasing, falling, that often reveals the "health of an industry".

Ask your clients who have been in business for at least twenty years.   Ask what the web has done for their business.  Ask if their spends on other types of advertising have brought positive results.   Ask if they still spend money on that stuff.   I bet you get an education.

This question should be directed to your licensor.

No one else can answer this question.

The answer can vary from one licensor to another.

The licensor writes their terms for their own will and pleasure.

1. Adding lots of fresh content;

Great content is extremely valuable.  Poor-quality content will harm your site in the Google rankings.   Average content isn't worth much.

1. Linking Content Internally in ways that make the relationship between the content more clear;

This should always be done.

1. Creating schemas and metatags for the content.

Sarah Palin would ask if you are putting lipstick on a pig.  If you have a pig then this is a waste of time.  If you have great content then it is worthwhile.

My choice is add lots of fresh content but it has to be really good or you are wasting your time.

When you say "I would not do it" are you meaning that you would not add "- Free Scrabble Dictionary" at the end of all titles?

Right... I used to have my domain at the end of the titles and removed it.

If you believe that your title tag becomes irrelevant without that, and could be confused with any dictionary or any other type of site, then leaving it in would be a good idea.

What I am advocating works for my sites, which are a mix of information and retail.

When you say "I would not do it" are you meaning that you would not add "- Free Scrabble Dictionary" at the end of all titles?

If it was my site, I would not do it because your domain name will appear immediately below the title in the SERPs - thus it is redundant.

Leaving it out of the title tag also frees space there for more keywords, a value proposition, or empty space to emphasize the words on the left.

Can anyone explain how a website that does zero SEO can magically be ranked at the top now and above our competitor who we're doing everything possible for?

I'll bet that wikipedia does almost no SEO.  They simply have a great template and great content.

Having a website full of great content is better than having two SEOs and five shills working full time.

Google has been killing cookie-cutter pages (and websites) like these for at least ten years.  The pages might get indexed but Google will drop them within a short time.

Today, the Panda algo will also kill any website with lots of pages like these.

If you want to sell similar products like these, every page on your website must be written to be unique and substantive.  Any shortcuts will ruin your chances for success.  In addition to Google's problems with these pages, the potential buyer does not get nearly enough information to spend $x,xxx.

If one or two clients is an adequate reward for writing an article then you might benefit from sharing some content with another site.

But, here is where to be careful...   Let's say that I sell green widgets and each sale generates $5,000 in profit.  One sale.   If I write an article about green widgets and publish it on my website I will start to get some traffic for that topic.  Then if I write another, entirely different article on that topic and give it to another website, it is possible that they will outrank me for my own keywords.  Then, are the people who read that article on the other guy's website going to come to me to make a purchase after reading that article.  Perhaps people interested in buying green widgets will click an ad on that website instead of coming to my website.  They might not even recognize that I was the author and also a seller depending upon how obvious that is made to the reader.

Rarely, I publish articles given to me by other people who are experts in a topic area related to my website's industry.  My site is more powerful than all but a few in its industry.  So, when these folks give me an article it often goes straight to the top of the SERPs for the keywords that it targets.  I have received complaints from the "guest authors" about that and about me not wanting to remove their articles after my site ranks above theirs.  When they offered the article I told them that I was going to produce photos and graphics that will illustrate it better than any other website.  They agreed and thought that was a good idea.  Now that my site outranks theirs they change their mind about wanting their article published.  They wanted to be #1 for this topic but they are not.

If you are searching for information on Penguin or manual penalties, you're certain to see a lot of stuff written by me on several different sites.

Flooding the SERPs ?

I think that Marie's situation is quite different from mine.  I think that one client for her is worth a lot more than the value of one article on my website.  Pageviews on my website generate pennies, often less.  One client from her shared article can be worth millions of pageviews on my website.

The economics are different.

**If you had the capacity to do both,..... **

That is an interesting question...  I do all of the writing for my site with the exception of a few articles per year from paid authors who have expertise in subjects where I do not.

If I was able to double my productivity I would continue to place all of that content on my current site.

I am fortunate to have lots of topics where evergreen an article on my site can bring in dozens to hundreds of visitors per day.  These are not commercial topics where sales can be made, they are informational topics monetized by ads - which makes a difference in the value of the traffic.

But, considering the value of the traffic and the return.  If the return was a lot lower for publishing on my own site compared to getting "fresh blood' traffic from another website then I would write articles for other websites.   I have some knowledge of what kind of traffic would be produced on these other websites because I often receive very visible links from their prominent articles.  Although they can send an immediate and massive amount of traffic for a short period of time  that does not compare with the traffic that an evergreen article on my own site can produce with year-after-year of dozens to hundreds of visitors per day.  New articles on my site can also get a blast of traffic as my own visitors share them on social sites and blogs.

So, for my site, I think that I have made an informed decision about sharing articles with other websites.   How this works on my site, with my content, in my industry and with my visitors could be very different from what you will see on your site.  So, don't assume that I have the "right answer".  I think that I have the "right answer" for my situation.  Your's might be very different.

My response to this is to build small, compact websites where multiple related items are sold on the same page.

If products are grouped wisely by keywords, you can still have a broad keyword reach from a smaller site.  Those longer pages have more words, more images, more buy buttons and are respected better by Google.  Thus they rank better than short skimply pages.

Big websites that struggle to hold pages in the index do not compete well.

A smaller site does not spread your power out amongst a large number of pages.  The smaller the site the more competitive it will be against other larger websites of similar total linkstrength and authority.

If you have a website with six million pages, you will need a lot of inbound links to get all of those pages in to the index and held there.   When Google discovers your pages they will index them but if spiders do not revisit again, google will forget them.

For a website to hold six million pages in the index, it would need hundreds of powerful inbound links to thousands of average inbound links from other websites to deliver enough spider action.  These links must be permanent to maintain a flow of spiders into the website.  If they are temporarily applied the flow of spiders will be cut off and google will forget about those pages.

Also needed would be a good linkage structure that channels the spiders deep into those millions of pages so that they will be forced to chew their way out through other pages.

Weak websites with too many pages are a common problem.

I believe that canonical does pass link assets.   If you have a canonical on Page A, pointing to Page B, all of the links that go to Page A will start showing in the link profile for Page B in Google Webmaster Tools.

They will show in WMT as.....

Via this intermediate link:  http://yourdomain.com/page-a

I can't understand how this is cheating ?

They have a domain something like ScrantonAutoGlass.com and happen to rank well with it.

Anyone who wants to spend the money can buy ScrantonRealEstate.com or ScrantonAttorney.com.  Then if Google decides to give that domain an advantage,  the person who controls it has been rewarded for registering it a long time ago or for paying whatever price the seller wanted.   It is no different from buying a lot on Main Street.

Some people will argue that Google penalizes keyword domains, but I know that isn't true.  Keyword domains provide a very small advantage that is most effective in weak competition.  This is part of the search landscape.

If you would like to have that small advantage then make the owner of that domain an offer that would be nice enough to persuade him to sell it to you.   If the website is trashy and has no social following, as you report, then they probably don't have an extremely profitable business and might be willing to sell it to you.  Then you will have the domain, all of its valuable rankings, and you can then place your great content upon it, invite your social support there, redirect your current site to it and own a valuable asset.

All of my websites are on keyword domains.  They work great.  Although I had to pay a lot for each of them, the investment has paid back many times over.

This is a business move, an investment, although somewhat speculative.  Google could start treating them differently tomorrow.   I know lots of people who own keyword domains and none of them regret paying buckets of money for them.

I'll add that keyword domains are not invincible.  Plenty of people beat me for queries that I would like to dominate.  Why?  The KW domains don't provide the enormous advantage that most people think, other people have worked hard enough to beat me, and the domains provide very little help for thousands of other keywords that your site might compete for.

Get in touch with the owner, make them an offer that considers how much profit you might make by doing a better job on that domain than they are doing.

I just thought of another situation where you might give your content away.... content that is time sensitive.

If you have an idea for an article that will only be valuable for a short period of time, that might be a good one to publish on another site.

Keep the evergreen content for your own domain. That is the content that will pull in visitors over time.  Something that pulls 50 visitors per day, day-after-day, year-after-year, is worth a lot more than content that will pull in a quick 20,000 visits and then go stale.

I have some content that brings in hundreds, even thousands of visitors per day.  If I would have given that away, I would have given away .... I am not going to say how much money.

(It is really rare for me to say anything to anybody about giving content away.  If certain people read this they will think that I have abandoned my principles.)

I write on SEO forums as a hobby but my serious work goes exclusively to a couple of websites that I own.

I don't give any of that work away. It's too valuable.

If you think that you have what it takes to be a "thought leader" then that stuff should remain on your own website unless the place where you publish it has an absolutely enormous audience, and then you still have even better content on your domain for anyone who goes there.

Work to build your own audience instead of feeding the audience of another website.  It will be really slow going at first but as you gain momentum things will start chugging along at a faster rate.

Going back to that "thought leadership".... if you truly have that a lot of other people will want it and they will come to your webssite to get it.  If it is really that good and a few people find it they will tweet about it, share it, like it, link to it.... if you really have that just publishing it can be like throwing gasoline on a fire.

Lots of people think that they gotta give their content away.  They need to have the courage not to do that... or at least only do that in rare situations where they can get enormous bang in front of just the right people - and then only do that with a small fraction of their treasure.

This is on a small business website in one city.

Please note that these old posts hardly get any traffic.

I assume that the real issue with broken links is when they occur on one of your main navigational links that drives most of your traffic?

I just view this as a minor issue, where as broken links on main pages where there is a lot of traffic is much more alarming or pressing.

First, it sounds like you are making excuses for not fixing them.

If these posts get hardly any traffic then maybe they are not very good posts.  If they are worthless then dump them.  If they have potential then improve them.

No matter where these broken links are it is a sign of low form, of a website that is not tended, of a website that Google might view as low quality.

Today, more than ever, the game on the web is about quality.  The most important thing that you can do is buy into that.

Do you see this domain as possibly being hit by the EMD?

All of the domains that are important to my business are EMDs.  I know other people who use EMDs as important parts of their businesses.  In my opinion, Google does not discriminate against these domains.  In fact, I believe that Google still favors these domains.  So, if you have an EMD with ranking issues it is likely caused by other factors such as Panda, Penguin, competitors, technical issues, low-quality SEO, among others.

And, if I was going to start another business, the first thing that I would to is go straight to the person who owns the appropriate EMD and try to get it from them - and be willing to pay good money.

I agree.

How could i be so low on the serps for the base keyword WordPress Designer but for local WordPress designer nj be number 1 everytime?

New Jersey is small time.  There are 9 million people in NJ compared to 320 million in the rest of the country.    If you ask somebody in another state to name three big cities in NJ they will be struggling to name more than one.  There are more designers in a few blocks of NYC than there are in all of NJ.

What should be my best plan of attack if i want to Rank much higher for this one specific keyword hopefully page 1.

Build yourself the most awesome WP site that anybody's ever seen.  Make it  great, fantastic, then give away the template for free.  Make twenty other awesome WP sites and give away those templates for free.  Write the best blog around on how to do kickass things with WP, allow people to subscribe for free.  Make some really useful WP plugins and give them away for free.   Show your stuff. Be generous and helpful.  Then draw the line at what you do for free and what you charge for.  Start getting your name out in front of people by contributing to a few of the most visible and credible designer websites.

Why do all of that?  If you want to be The Man for WP Designer you gotta walk the talk.

Competition is tough.  Some businesses have one person working to make rain for every person who provides service.  Some retailers have one person working to promote the website for every person doing fulfillment.  That's how competitive it is.

Google usually doesn't like these types of links.

They can result in a Penguin problem.

These links are often nofollowed by the websites publishing software and will not count in your rankings.

Webmasters really dislike rubbish comments that are placed simply to produce a link.

1. Publish articles that are "best on the web for their topic" (or as close as I can come to that) and always with unique perspectives and great images.  If you do that your visitors will spread the word about your content for you.

2. Grammarly, Hemingway, any good graphics program

Since DA and PA are rather logarithmic, if there is a small difference in DA or PA between the sites then merging them will be a nice benefit.  If there is a big difference in DA and PA the merger will probably not make the stronger site more competitive.

An important thing to look at is the number of links that these two sites share.  If they have very similar linking domains and linking pages then not much will be gained by the merger.  If they have diverse and very different linking domains and linking pages that is when the most will be gained, based upon link metrics only.

Another important thing to consider is the traffic producing assets.  Does the site being redirected have unique, substantive, well-written and well-ranking articles.  If it has lots and they are supreme quality then it will be a good asset gain for the site that receives them.

Finally, will the site being 301ed contribute new products, new keyword reach, improved rankings.  These are what might be improved on the weaker site if they are placed on the stronger site.  Also, will the merger give current shoppers a greater selection of products, greater selection usually means larger average shopping carts.

Do these competing pages have identical or very similar content ?

Getting very specific so there is no time spent explaining things that do not apply....

I need an example of the keywords that apply here.   For example, if you sell flooring and have ten other branches.... is the problem that one of the branches outranks the main domain for keywords such as "oak flooring" but they are ranking appropriately for "oak flooring pittsburgh"

"Affiliate" is a name used for a person outside of your company who sells your products.

Are you talking about "branch offices" or "franchise locations" ?

Affiliates are some of the smartest people on the web -- especially the ones who have survived after Google took a disliking to them a few years ago.   They are really good at optimization and they often have strong websites.

As soon as you invite affiliates into your business model you invite competition, smart competition, really smart competition.  Most of the time affiliates are so good at what they do that they have no problem defeating the manufacturer, publisher, program site, or whoever offered to pay them to help produce sales.   They live and breathe, SEO, optimzation, rankings, traffic, conversions, etc.  The program people are usually busy doing other work and generally don't have the time or the smarts to outdo the affiliate.

How else can I go about a competitive analysis

I've been an affiliate for about 20 years.  I've sold lots of stuff for lots of businesses.   The best situation for me and for the people who pay me is when they value me as a member of their team.  I am still with the first program that I joined but many many others have come and gone.  What's the difference?   The one that I am still with after 20 years values their affiliates as members of their team.  They rejoice about the success of the affiliates and enjoy the rain that they make. Even thought they live 2000 miles from me I have been to their homes and to their offices for strategy meetings.  I have given them opinions and advice on their products to make them easier to sell.  I advise them on how to tweak the checkout process to increase sales.   They know my kids and I know theirs.  I consider them among my best friends and I am among theirs.  Maybe your affiliates can become this valuable to you.

As soon as you start restricting affiliates, maneuvering around them, or giving them a reason to think that you view them with contempt they will start looking for another program.  The last thing that you want is for them to start working for your competitor.  They can be valuable members of your team, much more than animals who drag in kill for you.

It's not much different than a manufacturer or publisher allowing others to sell your physical products.  Actually, most manufacturers and publishers have a higher profit margin from sales produced by affiliates than by resellers.

Affiliates are one of the most effective ways of challenging your competitors... but at the same time there will be some damage done to your own direct sales.    You will always be hit with some friendly fire.  Competition in search engines works that way.

It sounds like you might have your affiliates on a subdomain.  I would probably allow them to use their own websites.  I would even offer to redirect the subdomains to their websites as long as they continue to sell my products.  Honestly, I would not work on a subdomain because I don't want to work building my fortress on another person's land.

If you have some awesome smart people selling your products, bring them in to closer collaboration.  This isn't going to work with every affiliate but when you find one or two or a few like that the cooperation can benefit everyone.

"Actual traffic numbers"...

You can get some numbers in webmaster tools.  Also, some numbers at SEMrush.  I don't think that either of them are "actual" but that's as good as it gets.

I believe that most people see similar cases.  I see "stub" pages on wikipedia beating me and skinny content on other domains above me.

I do not believe that there is anything that I can do about it directly.  Google isn't going to change their algo if I complain.  So my best weapon against it is working on my own site.

Today can be a page talking about icons, tomorrow other subject ...

Thanks.  My biggest problem is image theft.

There are a lot of sites doing this with my brand.  I don't think it is worth doing anything about, and I don't think it is malicious - unless they are using your brand name and your content in a bad way or to attract traffic to ad-filled pages that should have been coming to your site.  But these sites generally do not rank well.

Today can be a page talking about icons, tomorrow other subject ...

I don't think that it is negative SEO.  It is simply a weasel who is grabbing your icons and offering them to anybody anywhere to use for free.

If that icon is your intellectual property, and you have not released them to the public (this website says that you released them with a creative commons license), and if you don't want them distributed by this website, you can contact them to remove it and stop using your icons.  If they do not obey or do not respond you can submit a DMCA complaint to google and they will drop that image or that page from search.  You can do the same with their hosting company and do the same with adsense or another ad network that they are using.

I submit dozens of complaints about weasels every month.

Warning:  don't do this unless you know that these icons are your property and you can prove it and you have not released them under any type of license.  You can get sued if you get this guy's pages removed from google, his hosting turned off or get his adsense account shut down.   Just letting your know that you have recourse that should only be used with great caution.