Theoretically a 404 error is a deleted page. To get rid of the 404 error you have to redirect the broken link, or deleted page.

I believe that for Facebook and Twitter you can only block profanity. I agree, it is a terrible thing to have to fight negativity on SM. Some people would say try to fight the negative reviews by offering free stuff or simply publicly apologizing. I would say remove the negative comments if possible. I don't think you can remove the reviews though.

The example I kind of live by is the BBB. No matter how many negative complaints you get, you can keep a good reputation and rating by resolving the problems. If the in house customer service team can't fix the issues, and they don't make it to the boss except through Social Media, maybe this will be the eye opener to get things progressing.

What kind of local optimization are you doing on your site? Is you address posted on your site, maybe in the footer so it is on every page? Do you have any content on your site that optimizes your location?

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.

Fix them, redirect them back to a relevant page and then mark them as fixed in GWT.

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.

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!

Nope, This seems kind of normal. Organic traffic can be coming from Bing and Yahoo also. I think you are fine.

I noticed a jump in rankings also. That is why you want to make sure you don't drop below your lowest average, if you do then you might see a dramatic decrease in your rankings when everything settles down.

I believe that the preferred method is in the HTAccess file. When we reformatted the URLs on our site this was the most efficient, cleanest way to do it. This kind of Dynamic Redirect protects you from 404 pages and losing your page values. I didn't see any negative effects using this method of restructure. I had about 6000 pages that each had to change URL, it was a nightmare. We migrated to a completely new platform and file server, so we had to change URLs.

I hope that is helpful. I don't see one method benefiting your engines more than the other. I would suggest doing whatever will be the least amount of work, will be the cleanest way to do it and will in the long run keep your URLs clean and without erroneous information.

No problem, Good Luck!

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.

The Panda/Penguin updates have shaken up the rankings quite consistently over the past couple of weeks. I noticed that my company, and my competitors have dropped a couple of points as well. I don't think that drop in DA is something to freak out about right now. If you have not received any notices from Google, it could just be that things are still trying settle down after the topsy turvy couple of weeks the engines have seen.

As far as search impressions go, there are a few things that could be happening. If you changed your URLs when you redesigned your website then you can start to see reduced impressions as your new pages become indexed and start moving up in the searches. Something to be careful of is if you see your impressions dip below your lowest average before the Penguin update. I have a few SEO friends who saw huge surges in impressions as Penguin was rolling out, and then a decline that they haven't been able to recover from. As long as you are staying above that lowest day of impressions you should be fine.

It could also just be a lack of searches on those days. It is something to keep an eye on, but probably too soon to start worrying about. After updates, you kind of have to wait and see for a couple of weeks. The results are all messed up and usually don't start to even out for awhile. As far as I know, the Penguin update still isn't complete, so that could still cause some trouble for your impressions.

Have you checked your landing pages report to see where your organic searches are coming from? How about your keyword rankings? Have you noticed any changes out of the ordinary?

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.

The H tags kind of prioritize your pages and tell the engines the relevancy of what is there. There is no harm in their order, it is like a built in ranking system.