My thought would be to swap the H2 tag at the top of the page with the "National Tool Hire" graphic you have at the bottom of the page. Doing this flip flop would help you a little.

Generally, I don't believe the positioning of the H tags makes a huge difference. However, you are using a lot of h2 tags on this page. I think that is going to get a little confusing. I would move that h1 up to the top if you can't decrease the amount of h2 tags you have on this page. I have seen other sites use links for their h tags, especially if the link goes to a form, a calculator or some other tool. I really suggest dropping some of the h2 tags, adding some h3 and h4 tags. I think no more than 2 h2 tags should be used. That is kind of the best practice I have learned over the years.

I do use it. Whether or not it is a good or bad thing I can't really tell you. In my opinion, it is the best practice because it gives both the searcher and the engine the optimal information and provides the best experience for both. I use the discontinued tag on the pages that I don't 404.

The one I was looking at on the bottom of the page was the H1 tag.

You don't want to over optimize your home page. My suggestion is to make those h2 tags h1 tags on the category pages they belong to.

For example, take the h2 tag off of Garden Tools on the home page, and make it the h1 tag on the Garden Tools page.

The links on the home page are just convenience for the user. It isn't really what the home page is about, so I would leave the h2 tags off completely. You can make your h2 tag simpler on your home page by using a secondary keyword selection instead. Your h1 is "National Tool Hire" So maybe make your one h2 tag something like "Convenient DIY Tools Available Now"

Your h3 and h4 tags appear to be in good places. Getting rid of some of the h2 tags, I think you will be ok leaving the h1 tag on the bottom of the page. With stuff being so far down on the page it could be possible that it gets missed on a crawl or 2, especially if you have a lot of coding behind that page.

http://www.apelectric.com/6241-Generac-Guardian-Series-14kW-p/6241.htm

This is the code I used:

I would log in to GWT and look at your 404 errors under crawl errors. In there you will see where the links are still linked from. If they are pointing at external sites, I would redirect them. I don't know what platform you are using, but you should be able to do this in the admin section of your platform.

If they aren't linked externally, you should probably still redirect them. I know the Google says that 404 errors are harmless, but if you have dead links on your site and someone clicks on it, it most likely results in a lost searcher.

Hope that helps!

404's can reduce your ability to rank highly for keywords when they effect your bounce rate and lower your impressions. Consider it giving your website a bad reputation. Again, it takes a lot of them to do this.

https://www.youtube.com/watch?v=9tz7Eexwp_A

This is video by Matt Cutts that gives some great advice. My goal is always to redirect them, even if it is back to the main article category page or even the home page. I hate the thought of losing a potential customer to a 404 error. This has to be your decision though.

Errors are not good, no matter what kind of error they are. Best practice is to remove any error you can. When your bounce rate increases you lose ranking power. When you have broken links, you lose searchers. That is the simplest way to put it.

Depending on when you made the changes, it could just be that they weren't fixed in time for the next crawl. Fixing these duplicate titles are really important for your SEO.

Open the medium priority issues and set it to duplicate page titles only. When you do that you will see which titles are duplicate. Sometimes there are more than one duplicate title so make sure you completely expand each line. I would make sure I go back into all of them and see if what is showing as duplicate on the crawl report is still the same information on your title tags. If it matches, then those pages need to be changed. If the titles are different, then wait another week and just see if the timing was off somehow.

If you have pages with duplicate content there could be a few things triggering it. There could be a too much of the same HTML and not enough text to make the pages look different. The content on the pages could be very thin, and very similar. The best way to offset duplicate page errors on your site is to get original, informative, unique content on those pages. You can set your crawl report to high priority errors, then select duplicate page content. You can then look at all of the duplicate pages side by side to determine if you can get unique content on those pages. If you are getting duplicate page errors for the same web page, one with a WWW and one without, then check to make sure your REL Canonical tags are in place and functioning properly. If the pages are different then you need to get great content up.

I would remove the domain name when you use the query.

moz keyword research in the united states best practice gets a much different SERP than keyword research in the united states best practice.

If you are trying to get a pure SERP result than you shouldn't use your domain name. That will tell you if there are any other search results in the web. If you want to find duplicate content on your site use copyscape.com or go to GWT and look for internal duplicate content.

Again, not only copy creates a duplicate content message. It is having an off html to text ratio, repetitive links in the HTML with not enough copy to balance it out. If Moz is reading a duplicate content error, and the number is increasing week to week I wouldn't discredit the finding simply because you don't understand why the error is occurring. The canonical tag won't prevent two different URLs from showing duplicate content. If you want to do that, no follow one of the URLs. That isn't best practice though, best practice is to fix the copy.