Have you set up Google Webmaster Tools, checked for any flagged manual actions, submitted your sitemap, and run a fetch request?

Glad you figured it out. I honestly didn't think it would have been the canonicals. I'm a little surprised that the bots didn't just choose not to respect the suggestion as opposed to blanking your site from the index. Didn't think that was even a possibility from incorrect canonicals. Good to know for the future though in case anything like this comes up with anyone else's site.

Not exactly. Its not so much that the canonical "supersedes" an index, follow tag.... a canonical tag establishes equivalency while a NoIndex is more like a "does not equal." The Index, Follow is still there and being seen by bots as they crawl... in fact, if you had NoIndex on a page with a Canonical Tag, it may not even see the canonical at all since you told it to NoIndex the page. The Meta Robots Index tag comes first allowing the bots to crawl and index the page but then the canonical sets up equivalency to a separate page. So if your canonical tag is being respected, it doesn't wind up doing the same thing as a NoIndex (though it may seem that way) nor does it do the same thing as a 301 (though there are similarities in how equity is passed). Since a canonical establishes an equivalency, you'll find that the Canon Page will eventually take the place of the Canonicalized Page in search results because you're telling them the Canonicalized Page _is _the Canon Page & that the Canon page is the right version of both.

I took a look at all of the usual suspects as well... which amounts to pretty much everything that everyone else mentioned but I was intrigued by this issue and thought maybe another set of eyes might notice something that was off. Nothing was wrong in the page source from what I saw, no issues crawling it myself and I didn't see any penalties. Normally I'd think that if your homepage wasn't appearing for branded organic searches then a penalty was levied against you but when that is the case the homepage is still normally find-able in a Site operator search. M__aybe it is related to all the backlinks that were lost/deleted in the past month but I'm not sure why that would be the case unless removing the homepage from the index was a Penguin response to link issues... but I was under the impression that peguin was devaluing the link source not the link recipient and deleting/removing links seems to be a preferred method of handling penguin-related issues. So if there is a relationship between penguin and your homepage being deindexed then I am not sure at all why nor am I certain how to fix it as I'm not seeing anything in particular that screams "linking issue" at me. (though I only did a fairly cursory inspection of things)

So I am stumped. Whenever the issue is figure out I would love to know how/why this came to be.

If a URL was indexed and has since had a canonical added to it pointing to another page, it will eventually disappear from results. Basically the pages gets consolidated with its canon page. If the bots choose to respect the canonical tag in that instance, all signals get passed to the canon page while still allowing the page and information to be accessible by human visitors. As such, there's no reason to keep the page in the index because you're telling the bots that another page is the correct page instead. This is not the same as NoIndexing a page but will eventually remove a page from the index much in the same way that a 301 will pass equity along to another page while eventually removing the redirected page from the index in favor of the page being redirected to.

Organic sitelinks in the SERPs are an automated feature. The best way to try to get them to show up (no guarantees) is to have good, quality content; ensure that your internal linking structure is done well; have a proper sitemap; and breadcrumbs may potentially help. Even then, they may only show up for very specific searches. I've found that getting them to show up for your branded searches tends to be easiest.

You are able demote sitelinks that you don't want showing up in Search Console but you can't pick and choose which exact ones you do want showing up. https://support.google.com/webmasters/answer/47334?hl=en

Step 1 should really start off with something more along the lines of "Create a page around a product or service we provide. Determine related search terms, expanded terms, relevant informational queries, FAQ questions, LSI terms, etc. that could be used to enhance content of the page and draw traffic." Don't create a page for a single term. Create a page because it actually provides the user/customer/visitor with something worthwhile and relevant that you provide/offer.

Step 2 should not be all about Social Media. SEO _is_how you get people to see/find your site. Social Media is a useful tool along side this but its more than just posting up a new page or a new blog post two or three times a week to your Company Page and somehow magically drawing in millions of followers... its about building a community, conversing with the community and related pages, cross-promotion, making yourself into an industry leader and authority on relevant related subjects. Now, if this is more of a B2B operation then you might want to consider a few other things. Because when thinking about it from that perspective you'll want to do some research about the major social networks and forums that members of that industry use. While Facebook, Google Plus, & Twitter seem like great ways to push out a new site page and to start getting some traction, if all your industry professionals who would care about your information are on LinkedIn and PartnerUp then you'll want to prioritize that. Or if they congregate around a handful of G+ community or Facebook pages then you'll want to work towards being able to post your information there and/or be posted by the admins & users of those groups.

Press Releases sound nice but make sure that its a good, legitimate press release service. Back in the day there were tons of these services out there and they were really good at getting your post on one or two decent sites.... and 300 crap sites... all of which were 'useful' at the time but definitely lead to some headaches involving disavows when that became a thing. Just because your content is being syndicated across a whole bunch of sites doesn't mean that its necessarily a good thing... for all you know, the bulk of those pages are buried so deep and NoIndexed instead of having a cross-domain canonical to the 'original' so there's no traffic to & through it and no equity being gained. And hell, since it could be creating 300 instances of duplicate content and most of those sites probably do the same for tons of other 'clients'... those links you do get will potentially be from low quality, low domain authority, and fairly spammy sites.

Step 4 sounds fine. You might also want to look into something like HARO (https://www.helpareporter.com/), offer up an article to a relevant business journal as an editorial (and don't try to 're-sell' that article to multiple sites with 'a couple tweaks'), reach out to leaders in related industries for legitimate cross-promotional opportunities, look into opportunities to speak with or offer insight to the writers of relevant industry blogs, etc.

In Search Console it is not possible to see All Queries and All Pages at the same time but you can see All Queries related to One Page or All Pages related to One Query. If you're in Queries and you click the Double Arrow >> symbol on the right, it will add that Query to the Query Filter, thus showing only that query. If you then click on Pages, it will show you All Pages as filtered by the Search Term. You can do the same in the other direction. If you're in the Pages list and you want to see how all your queries relate to a specific page, click the >> next to the page you want in order to filter everything by that page. Then click into the Queries list and you'll see search terms as filtered by that page. You can also enter filters in on your own by clicking the down arrow next to Pages or Queries, clicking "Filter", choosing 'Contianing', 'Not Containing', or 'Is Exactly' and then entering in the terms or URL you're looking for. (Just make sure to clear those filters when you don't need them)

If you need a better idea of how certain search terms relate to pages, you can do that in Google Analytics as well to get a breakdown of what search terms are more prevalent for what type of medium to certain pages. But in Analytics you get the issues of anonymization from being logged in causing the data to be hidden behind Not Provided.

As to the third part of your question... there can often appear to be a correlation between some of those offerings and improved site metrics which could be signals for improving organic rankings. But there is no definitive cause and effect that I can point to that would say "yes, always put these in" or "no, they never work." More specifically, having legitimate and useful reviews can help improve user engagement and can help to improve conversion rate. Having a decent amount of reviews can also allow you to add schema markup to the page that can add star ratings into your organic results which could improve your CTR. Will it always do this? No, but it can.

Videos are also a good way to improve user engagement, if its a decent and relevant video. Especially useful if people like it enough to share it either because its incredibly informative on the relevant subject or really amusing. This increase in time on page, lowered bounce rate, shares, etc. could improve organic rankings but there is not always definitive proof that this is the case. Videos can have the opposite issue as well... sometimes they just want their question answered or the information presented to them instead of sitting through your 2 minute video about the product offerings or how to install it.

Good images is just good business and so are good descriptions. Having relevant images on your page can also help you take up real estate in image search as well as generic organic SERPs. Having an informative description can help with a variety of ranking signals. But you need to make sure that you are not going overboard, stuffing keywords, or attempting to game the system. For some people, adding 5 images with great, informative descriptions could be helpful. For others it could be 10 images. But for some, those 10 images could wind up inadvertently hurting them if they don't things according to best practices.

Highlighting relevant blog posts? Well, that could help with retention on site as people are more likely to find the information that they need quicker and easier. Promoting flow through your site to the right information is a plus to UX which would make people more likely to come back to your site or to suggest this site to other people. It could also help with the flow of link equity to relevant pages that would then benefit from the infusion and possibly rank better. Or if overdone, or not done properly, it could have no effect, little effect, or the opposite effect as you clutter the page with extraneous links or dilute equity by pointing links at irrelevant pages.

Email subscriptions. This won't necessarily have any sort of organic impact but can help in the retention of users who are then slightly more likely to return as direct visits.

If you're looking for a magic bullet to increase your rankings via user engagement, there is no such thing. There are things to consider best practices and things that work for the right types of sites and things that work well if done properly.

Google Search Console only provides you data for Organic traffic. If you have an AdWords account and are running campaigns, you can see how those campaigns are translating into Paid Traffic numbers. In AdWords, you can connect your Search Console account for a specific site to the AdWords profile for that site to get a better comparison of how your paid & organic traffic interact (https://support.google.com/adwords/answer/3097241?hl=en). And if everything is set up correctly in Google Analytics, you can see in the Source/Medium or Channels sections how your traffic numbers are broken down by Organic, Referral, Paid, Direct, etc. which can help give you an even better understanding of how various types of traffic interact with your site.

Having no Robots.txt, or a blank one, is perfectly fine (though honestly its no more a security risk than your Sitemap.xml). But your current issue is that both of your sites are returning 403 status codes at crawlers while people are still able to land on your pages. This has nothing to do with the Robots.txt file being changed or removed; just an odd coincidence. This most likely is an issue in htaccess file.

I saw more volatility and fluctuations earlier in the month on some of my clients than I did on the "official" rollout day & weekend.

Honestly I do it all by hand in excel using conditional formatting to highlight  various core terms and change text color/bold/italicize for certain common combinations that accompany core terms. Then I sort by those variations, copy/paste them into new tabs, and break them down further as needed from there.

That's a URL encoding issue that is popping up. That string after the slash is a>

**DIXCEL HS-typeスリットディ **which looks more like an <a>tag lost its closing slash and is now adding the following paragraph end & following h1 into the url string. You don't need to remove these links from Google or disavow them. You just need to fix the tags on the site.</a>

Looks like the two people who responded to your question yesterday actually gave pretty good answers/followups to your issue.

Without seeing the backend of the site and all the collected data, I can only speculate as to potential causes.

If there was a manual penalty, you'd be able to check that in Search Console/Webmaster Tools. Make sure your sitemap is uploaded to search console as well. Make sure there are no errors associated with it. Run a "fetch as" in Search Console to ensure that Google can properly see your homepage and submit to index. Build out the content. Build out the link profile. Determine your core search terms that you would like to be ranking for. Make sure to build out pages associated with those things. If things like the English Writing Course, the Premier League and the Newsletter Publishing are important then make sure they're higher on the page and more noticeable instead of in the footer. The meta keywords tag is not actually important but you do stuff a lot of keywords into it on some pages... consider toning it down a bit. Make sure your meta descriptions are well written and explain what the page is about. Don't just copy & paste a line or two from the paragraph of page content to re-use as a meta description.

Your content is _severely _lacking. It appears that you have three real pieces of original content (which are all pretty thin) and then 5 sample blog pages on your site. You can't really expect to be ranking for your content if you've done practically no work on your content. And you don't appear to have a backlink profile. You should really consider getting your name out there and getting some relevant links. These may not be the only reasons but they are contributing factors. Put some time and energy into expanding your content, making your site richer and more informative, and you'll start to see some movement.

It is absolutely natural for people to link to your website with your URL. When looking at your backlink profile, you should see tons of links with the anchor text being things like your naked url or "website" or "this". In fact, it would be incredibly unnatural, and potentially a sign of paid linking schemes, if every single link to your website was a keyword rich, long tail anchor.

Where do you see it generating this? Is it listed as a 404 on your site and does search console show it as originating on any specific pages on your site? It could be a generic 404 where someone is linking (purposefully or accidentally) to your site. It could be malicious (but that would be hard to tell from the information provided).

As to what that string of code is doing.... that happens when there is a UTF-8 encoding issue. Sometimes its as simple as a space showing up as %20.

In your case, its the UTF for キャラクター図鑑_レアリティ（★★★）_【ID：675】ワッツ・ステップニー which translates to Character picture book _ rarity (★★★) _ [ ID: 675 ] Watts Stepney.

Not sure if that helps clarify things.

There is nothing "bad practices" about allowing a non-existent page to 404. People often times forget that a 404 isn't a signal that something is broken and needs fixing, its just a status code that returns "Not Found". Sometimes it makes sense for things not to be found on your site because they were never there in the first place. 404s eventually stop being crawled and indexed.

You shouldn't just bulk redirect things to your homepage though. Its always best to have a 301 point to the most relevant page based on what the original page was. If there is no most relevant page, have you considered 301-ing them to one step up in the site navigation? (i.e. a category page or hub page)

See those are ones I'm okay with but also would want that to be a brand name as well... Because if I owned Laptops.com then I'm changing the branding on the site to Laptops.com. That's just straight money there.

The true issue with EMDs was not that they are intrinsically sketchy, manipulative or deceptive... its that people took it waaay too far.

That doesn't sound off. Positions in Webmaster Tools are an estimate of where you appear in the SERPs for a given term due to regular changes made to the algorithm as well as normal SERP flux and volatility. Position 20.4 would mean that you're more or less at the bottom of Page 2 or top of page 3 for that search term. And if you have international targeting set to your locale or your site only services people in that region (plus being a .IN site), among other things, likely affects your rankings outside of your region. Which would be why you show up bottom of page 2 when searching in India but then don't appear when doing searches from other places.

As for how to improve this? Well that depends on what your core search terms are, what your site is about, what products/services/information it offers, what locations it is geared towards, quality of content, user experience, how well optimized your on and off-page factors are, your link building efforts, etc. etc.

I'm more a fan of Branding than I am of EMDs. In my opinion, building up a following and name recognition is better than having a domain name perfectly targeted to your core keyword. I mean, unless you can have both. While CheapQualityLaptops.com might have good estimated traffic, might be the keyword you want to rank highly for, might be everything you think you need in life.... More people will remember Apple, Razer, HP, Dell, Compaq, Alienware, etc. because they built up the name recognition. Imagine if Apple's website was AffordableMacintoshComputers.net  instead of Apple.com or if Verizon Wireless went with _PersonalPortableCellularDevices.org _... who knows, maybe those have good traffic. But a year, two years, five years down the road, people should remember you for your company's name not your keyword rich domain name. They'll be more likely to link to you with your company name and tell people to look up your company name in searches online.

You don't just want to hit a keyword that you think is/will be most important. Organic search terms are all over the place and you can't account for every way in which an organic searcher could possibly find you. But the algorithm, and Rank Brain in particular, takes into account relevancy... how things are related to each other and why that matters. You don't just want someone to find you for [Ski vacations] you want to be an authority on Ski Vacations which includes ski rental tips, what equipment you should have, what clothes always warmth & freedom of movement, popular products, popular locations, and so on.

I know how tedious it can get writing about the same thing over and over again. But it doesn't need to be "We sell product X, product X does this, Look at pictures of Product X" constantly rehashed. Check out related and relevant terms, go find an LSI keyword tool to find things that are related to your business without being the same core term you always use or do some research on competitors around the country to see how they handle this stuff and pull some ideas from them what you could be writing about. Find things in similar and related industries to tie your product and services to... an ice cream shop could write about local beaches; a towing service can write about regular tire maintenance; a moving company can write about history of bubblewrap; and so on.

I'd say start with Linda's suggestion of getting the videos transcribed and the added to the page. Also consider adding expanded information about the video content, places to find/learn/read more about whatever was in the video, and maybe image stills from the video (if reasonable).

Here's a bit more on the subject.

Matt Cutts PageRank Sculpting 2009

TheSEMPost 2015 - Pagerank sculpting

The SEOBlog Pagerank Sculpting 2014

It just feels like every other year or so, this concept starts coming back up. Except as much as it does work, it also doesn't. Personally I think its a better use of time and effort to look at your site navigation & see if it's user friendly, intuitive, and natural in order to direct flow better and also to work on linkbuilding efforts to increase authority.

Think about this less from Google's perspective and more from what you'd like to see in your own metrics:
Would you find it more appealing to look at your analytics and see that 30 people spent 3 minutes reading your blog posts and then clicked through your site without leaving a comment? Or would you rather see that 100 people spent 30 seconds on your posts, left a comment and then bounced?

Also, yes. Google could take notice of this. You could see your rankings slip because of large amounts of unqualified (yet somehow still Direct) traffic hitting your site and bouncing. And what would be the quality of the comments they leave? Are these completely human comments? Will they be tailored specifically to your post?

Personally, i'd stick with actual natural outreach through improved content and social media outlets. You could make sure posts go out through various social outlets to extend their reach and possibly do some promoted post type things to get further reach & engagement. Plus, then you won't have to wonder if your increases in analytics are fake traffic you paid for or qualified traffic from your organic & social efforts.

Adding Nofollow to a handful of links on your site will not magically sculpt link equity in such a way as to create a noticeable improvement like that. If anything, you could just use robots.txt to remove those pages from being crawled. The bots don't necessarily need to index your login page, your human sitemap (if they already have their own), policies (which can change and cause legal issues if an older version is cached), and a few others.

And just a few months ago Gary Illyes stated that there's no good reason to nofollow internal links:

http://www.thesempost.com/google-dont-ever-nofollow-your-own-internal-links/

https://www.youtube.com/watch?v=GVKcMU7YNOQ

You're fine. The 301 redirect will pass link equity to the .COM so you don't need to go crazy getting everyone to "fix" their links.

What call tracking platform are you using? Most of them will let you keep you main number (which is likely the GMB #) and continue to show that to the Bots while showing a different phone number to users based off of what groupings you've set up (i.e. one # for organic, one for PPC).

A Canonical is kind of like a Bots-Only 301 redirect. So, from a purely mechanical perspective, using a canonical can pass link equity to your other page without redirecting Users off of the forum thread. Now, this would be a deceptive use of the Rel=canonical tag and the bots would stop respecting it on those pages. Since a canonical is a suggestion, not a directive, if the bots think that your canonical is improper, deceptive, incorrect, etc. then they can just stop following it. Ultimately, using a canonical tag in the manner you're thinking wouldn't work out the way you would want it to. You might be able to pass equity from the one page to the other for a time... but that would not be a proper or best practices use of the tag and it would not have long term effects.

You'd be better served by looking at updating/expanding your content, internal linking, and backlink profile. And take a look at the article that Andy linked to in his response.

Its early for me and I haven't had enough coffee yet so I may be misreading things. Why do you have three sites on the same IP address with three separate mirrored WWW versions?

As far as I can see... No reason you can't use Rel=Canonical to fix that issue though. If the code is going to be the same because of how they are mirrored then you'll have one site canonical'd to the right version and the right one canonical'd to itself... which shouldn't cause any issues. Can't guarantee that it will work in every instance though. Canonicals are a suggestion not a directive. So the bots will try to respect your tag but if they feel it is incorrect, improper, deceptive, etc. they can always choose not to.

Seems the current answer is mostly 1) Be a big brand 2) have a Wikipedia entry for your brand and 3) possibly Schema markup.

Here's a couple related posts on the subject:

https://foxtailmarketing.com/company-information-now-displaying-in-google-serps/

https://www.seroundtable.com/google-pop-up-information-box-18007.html

http://searchengineland.com/google-adds-a-knowledge-graph-popup-to-search-results-but-is-it-good-for-site-owners-182408

I agree with what Angular Marketing said. Normally I would just NoIndex, Follow tag pages because they can be useful for people but troublesome for bots.

This may help: https://kb.yoast.com/kb/how-do-i-noindex-urls/#group

Are you using any specific seo focused plugins like Yoast or All-in-One SEO? They should have the option to update the Meta Robots tag to NoIndex, Follow.

If your Tag pages are creating duplicate content, you can go back and NoIndex those tag pages & they won't show up as duplicates in the index. It may take some time for Google to recrawl, recognize they are noindex'd and then remove them from the SERPs if they were ranking anywhere.

Normally I would NoIndex and/or disallow in Robots.txt a page like that.

Also, if it is a WWW vs. Non-WWW issue, make sure to go into Google search console and set the preferred domain for your site properly.

In a situation like this, I would turn to your Google My Business page and make sure that the locations or distance that you serve is set properly in order to reach all of the surrounding towns that you do, in fact, serve. It doesn't necessarily hurt to include your small town name in the meta title. While that will help with more immediate local traffic, Google does change titles and descriptions in the SERPs for certain terms they feel the page is relevant for but do not feel your other info adequately expresses. Google will take into account the location of your business but if your GMB page shows that you service a nearby area, they won't just discount you because you're in nearby small town instead of Big Town. In cases like that, you may find that Google alters the page title in the SERPs to show the name of the bigger town or completely remove mention of any town. So just because your title and description don't perfectly reflect every single area you might work in, that doesn't mean you can't show up for those local searchers.

It can also be useful to make pages on your site specifically talking about the services available to those bigger surrounding towns. So even if your homepage is more targeted to Small Town, you can have an organic landing page devoted to Big Town A and Big Town B with all your info, service information, a blurb about the town and how your business interacts with that area, and a nice call to action and/or contact form for that town. Just make sure not to copy/paste to create tons of targeted pages like that. You want everything to be nice and unique so there are no duplication issues.

Personally I think you should set up a process whereby every time a vehicle and/or part is removed, you have someone automatically 301 it to the previous step in the site navigation. So when "blue widget 3" is removed from the site, anyone landing on that page or who has it bookmarked winds up on the "Widget" category page. Now there may not be an easy way to do it right this second because of how many there are now, but if you get in the habit of doing it and slowly work toward fixing the others then you'll be in a good position in the future to keep this from being an issue again.

Now if you really don't want to attempt that... 404s aren't necessarily horrible (too many can be). If your site is properly serving 404s then you won't be penalized for it but in this case you might want to consider using 410 status codes. Its a stronger signal for removal than a 404 and you don't plan on the product ever coming back so marking it Gone should get it removed from the index faster while also helping to keep you from competing against yourself in the SERPs when a new but similar product comes into stock.

You might be better served by using a canonical to point the parameters to the base page. I.E. /shoes?gender=1 with a rel="canonical" pointing at "/shoes". Depends on the variety of the content of the pages, if you're cannibalizing your own keywords, etc.

Do you have all the proper sitemaps set up? Robots.txt set up correctly? Are you seeing anything strange in Google Analytics or in Webmaster Tools? Have you set a preferred domain in Search Console? What platform is your website built on? Are you able to supply a link to the site so we can take a look and/or run some crawls to check it out?

In my personal life? Hate Live Chat Pop Ups

If i'm on a site browsing or planning out a purchase, the last thing I need is a chat box to pop up multiple times during my visit trying to get me to convert better or speak with a specialist. If I wanted to speak with Cutomer Service, I will click your wonderful Contact Us button. If I wanted to speak live with a person, you have your phone number right there on the page. If i'm trying to do some pre-purchase research or plan out spending, and you pop up a live chat box every time I come to the site and possibly 2 or 3 times a visit on occasion... I will close that box, get frustrated the next time i pops up, and eventually choose to go back to the site less because its the one with that annoying Chat Pop Up.

Now, I completely understand the business reason behind them and how they can help improve customer relations and increase conversions. I'm all for including them on client sites (where sensible) and ensuring they aren't intrusive. I'm just personally not the customer that will convert off of that. You need to find the right balance. If they come up too often, you'll be pushing people away. But if they come up too infrequently, you may have jut lost a customer who needed a bit of help and a small push to finish converting.

In general, redirects can cause you to lose a small amount of equity. Both a 301 and a Canonical are forms of redirects except a canonical really only redirects the bots without redirecting the user. So much in the same way that it is not best to 301 to a 301 (though you can), it isn't best to Canonical to a 301. Now, it most likely won't hurt you doing that, if you prefer the easier of the two solutions, but its also important to remember that a canonical is a suggestion (not a directive). So the search engines can choose to disregard your canonical if they feel it is manipulative or not relevant. With this in mind, it is always better to point your canonical at the best, most relevant canon page instead of to another redirect.

I agree with Andy.

In this case, there is no real reason to NoIndex/NoFollow these pages. Using rel=canonical makes sense... they provide a service and need to exist since they are individual job listings but leaving them as duplicates will hurt the site in the long run. So using a canonical to point at a Category page one level up in the site's navigation is perfectly acceptable and, from what I've seen, one of the more common uses of the canonical tag.

It's important to remember that a canonical is only a suggestion. It is possible for the spiders to decide not to respect the canonical tag if it appears to be used for manipulative purposes or if it appears that the pages are not relevant to each other. I don't believe that should be an issue in the case but its something to keep your eye on for a little while after implementing the tags.

Those two options aren't as opposing as you might think. The first option deals with having a highly specialized task/item/service that works for multiple industries. The second option expands on services more. Either one can work depending on what exactly you are offering as an industry and what people in those industries are searching for.

Take into account the fact that relevancy is a thing. Just because you don't use the exact word you thought you needed to use, that doesn't mean you can't be found for it. Also remember that everyone searches differently. Just because you believe people should find you for a certain set of terms doesn't mean that they will all always be entering in those terms that exact way every time into Google. So its usually best to expand the way you talk about your industry, make sure to use not only corporate buzz words but also more generic terms that are related, dig deeper into your analytics to see other ways of how people are finding your site, and take a look at Search Console to see what other terms are out there that you have impressions on but poor Click through rate.

Overall, this is part science and part creative writing. You need to find the right terms for the most qualified traffic for the right page for your site... but you need to make it sound good and look good without seeming stuffed, spammy, or deceptive. There is no easy formula for word placement that will function 100% of the time. You might find that **[field reporting] **is a better term in general so might want to use that in your homepage but then [incident reporting] might have better clickthroughs when paired with [medical] and [defect inspection] could convert better when paired with [construction]. Or you could find that the search volume isn't that different between most of them and that **[field reporting] **is the main way that all people are looking for your services.

Tag pages, category pages, and the like often have issues like this. One of the most common ways I've seen of handling Tag page duplicates is to NoIndex them. While they serve a purpose for the User as a means of finding related information, tag pages tend to be of far less use as an entrance page and can create duplication errors in the form of duplicate title tag, duplicate h1s, and duplicate content depending on how truncated the post is on that page. You will also want to look at adding rel="next" and rel="prev" meta tags to handle pagination (if you haven't already).

This is a very common issue. When you publish a new blog post with tags, and your tag pages are index-able, you are essentially posting the same content to two or more places on your site. The two easiest options are either don't use Tags or make your tag pages Noindex.