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However, once you have a good 404 page, it is really worthwhile to use the Moz tools to find and correct any 404 errors you have. Every redirected URL has the chance to enhance your domain authority.

Rank Tracker is the sole reason we purchased Moz Pro.  We track ranks for keywords for a client and their top competitor, update them every Saturday, download the CSV and import into a spreadsheet that displays Six Sigma run charts. For about five years monthly presentation of these charts has been used to drive content changes.

What is driving this decision?

In Open Site Explorer, the "Link Opportunities" feature does not seem to have a way to filter for external follow links that pass equity.  This would be very useful. Is this a feature in the pipeline or is there already a way to do this?

For small industrial B2Bs, I haven't seen update frequency make a difference. Pages may hold their ranks for a long time, affected only by competitive actions or Google updates. Not sure this is true for B2C tho.

I don't think Google incorporates validation into it's ranking signals yet. Other opinions ?

I never pay attention to nofollow / dofollow ratios, only to the number of dofollow links. However, I do think a natural looking profile should include both. Also, generally, I think most industrial B2Bs are comfortable with providing links to vendors, etc. where it is helpful to the customer, so again, having no outbound links (especially for a relatively large site) may make the profile look unnatural.

Although I have no active accordions at the moment, I do have bootstrap tabs and all of the hidden content within the tabs is crawled.  To test your own page, go to webmaster tools and Fetch as Google. When fetching is done, click on the page link and select the tab "Fetching". This shows all of the HTML crawled and you can verify that the content in the accordion has been crawled. You also mentioned "penalty". Google's policy on penalties for hidden content is here: https://support.google.com/webmasters/answer/66353?hl=en.  Google would not consider tabs and accordions containing legitimate content (no white text etc.) to fall under this "Hidden text and links" category.

Thanks Don - nice detailed answer. I'm still hoping someone will be able to answer the location question.  Google keeps this whole thing a bit complicated:

1. Signed-out tracking - Even when we're signed out Google's "signed-out" tracking still customizes results based on the last 180 days of searches, so this cookie (or all cookies) would have to be deleted.

2. Private Browsing - I'll have to do some more experimentation with the Private Browsing function. From what I had read,  my impression was that it kicks in when you activate it (so that your history as of that point is not being tracked) but it doesn't prevent personalized results from being delivered based on previous searches. Chime in if you believe that's not the case anymore.

3. Do Not Track Requests - have no effect. Google still delivers custom results.

It would seem that signing out and clearing cookies would be the best advice but that still leaves the location question.

You made a great point on normal fluctuations. I am starting to deal with those by showing a typical Six Sigma run chart with upper and lower control limits to define the channel (based on standard deviations). That way we can show when the search results for a phrase have successfully been moved out of the channel to a new "lower channel".  Of course -- this makes more sense when the data range is not so tight -- for phrases for which we are ranking on the 2nd page or lower.

What I will have to duplicate in Campaigns is shown below.  I assume this will require 4 campaigns (but I've been too busy this morning to try it -- so I don't know if it can be covered.)

We track 95 site/keyword pairs (allow growth to 150)  with a breakdown as follows:

• Track 55 keywords for site A (but for no subdomains of that site.)
• Track 35 keywords for site B (a competitor site)'
• Track 2 keywords for site C (a competitor site)
• Track 1 keyword for site D (a competitor site)
• Rankings are updated once a week on Saturday (could be any consistent weekday) and manually downloaded by CSV to be tracked and charted in an internal spreadsheet. Everything after that (charting, tracking) is internal and customized. Weekly tracking is important to keep the focus on trends rather that being distracted by one-time outliers.