Hi  Bongani,

Here are some extra resources that could help you understand better what happens when you do layout / website changes. This is a video by Matt Cutts posted a wile ago, it also includes some other things but it also mentions things related to the layout:

Will changing the code and layout of my pages while moving to new URLs affect their rankings?

Also, besides what EGOL said I would also add another thing:

8. Be very careful about the Wordpress theme you are going to use. It's a good thing you already mentioned that you want it high quality. Just to be sure - I would check for any embeded / hidden links. I had some unpleasent experiences even with "high quality ones".

Hello Eran,

I'm 100% with kadesmith at each point he covers. So we are two now (small community :). I can add a few more things:

-> It's easy to fall in the "over optimized anchor text" pit when working with directories. At least if they do it like most of the people did it in the past. I had at least 1 website penalized because of these. If I were you I would approach them in this way: I would ask for what details do they need to submit to directories and then check if they would use the same anchor text in all directories. If they use the brand name as anchor text they might be aware of last changes. If not they are probably just doing it to get some money and don't really care for what happens.

-> link velocity -> is related to the historical changes in link profiles - and it mentioned by Google in some of their patents. If people submit to directories like they did in the past they will get a lot of links in a short amount of time. Google is able to detect this, and at least in theory is able to do some interesting stuff like: temporarily rank the website lower and wait to see if the owner of the website takes action to remove the links. This is not 100% confirmed, but personally I would take it into account.

So, directories are not necessarily a problem. But if they handle it the "old school" way, then probably it will be.

Usually nofollow links don't hurt your website. But there are some extreme cases in which they could.

For more info check this video by Matt Cutts from Google -> Can nofollow links hurt my site's ranking?

Hello Chris,

You can use more than one remarketing tag on a page. I use them in combination on some pages, for some time now. But just be careful, the more you use the higher the loading time. There are even a few tricks you can do with Dynamic Remarketing and Google Tag Manager

Here you can read more about Dynamic Remarketing

Cool. Now let's see some concrete stuff that might help.

One of the common mistakes when people start SEO is to crowd to many keywords on one page. Think about what Google Bot sees when he reads the main page. It asks:

What is this page about? It's a bit about many things - car locksmith, Safe car locksmithing, Fast Locksmith, it works in alexandria,virginia,washington DC,Arlington,VA. This is along with the current text on the homepage as seen by Google Bot right now:

24/7 Locksmith Service - Keyless entry | locked out | lost car keys

<cite>fastlocksmithdc.com/</cite>‎

Locksmith Service provides professional keyless entry, locked out and lost car keys services with complete customer satisfaction.

A bit to many things, you will get small credit for all keywords, and will probably rank for many keyword combinations on very low positon as a result.

Now, what do you think Google will rank first when an user searches for "safe locksmith services in Alexandria"?

A page with the following title, description and focused content:

Safe Locksmith Service in Alexandria - Open 24/7

www.asd.com

We provide 24–hour locksmith service across Alexandria. We get there fast and we solve the problem in a safe and professional manner.

or your page with not so much focus on this particular problem?

So, the idea is to get a big subject/purpose for each page. Then write a compelling title, good description, and content about that subject. Then, find the second big subject/purpose, write a title, description and content, and so on... Put it on the second most important page of the website. For example:

Homepage

Safe Locksmith Service -  Open 24/7. The main keyword for this page are "safe locksmith service". You can add a few secondary keywords like fast, secure and so on, but without changing the big picture (you don). You can also add more location, not necessarily one. Just write them in the description or in the content of the page.

2nd page -> Locked out of your car (focus on this) - you already got this part

3rd page -> Locked out of your house (focus on this)

This are just some examples, not necessarily the best, you should choose which are the best.

Remember that enumeration means dilution, and your focus is lost. Right now you have 4 things on your homepage: "Locksmith Service - Keyless entry | locked out | lost car keys".

So, what's the most important keyword for your homepage? Then we'll think about a few variations (maybe with fast, secure, or locations). Then we will create an amazing title for that page, then a very good description, and content! Then we'll move to next. And just after that we will worry about linking and other stuff.

Hello Danny,

First let's see what exact match terms were triggered your broad branding keyword.

Go to that adgroup, select Keywords, select a longer timerange (it does not work for today), then click on Details -> Search Temrs -> All.

Any particular combination that makes up for the high spendings?

Hi Mark, really good questions.

1. How many links would Google count as part of the link juice model?

There are a lot of opinions about this subject and there is no clear answer (it's really hard to test). Some time ago Google removed the effect of "nofollow" attribute for internal links, to cut the advantage SEO's  gained by "pagerank sculpting". I think they did this so that search engine optimizers don't have a big advantage over standard websites. My personal opinion is that in terms of link juice lost Google would count 5, but the page benefiting  won't get double the value. I think Google would only count the advantages of one of those links, whichever the best (probably the one in content. But on the other side, the link juice lost is not so important. The rest of the pages won't necessarily rank for popular terms.

I think that in-content links get way more advantages than just the "juice" and anchor text. The neighboring text is also important, the fact that it's in a block of text it's also important. Also it brings value to the users, who, might want to see all the shoes models when reading about them. I think you should definitely use this approach but just make sure you don't take it to an extreme.

2. 20% to each link, but the shoes page won't get 20x2 from those 2 duplicate, maybe it will get 25 + some other advantages (personal oppinion!)

3. Changing anchor text had some effect in the past, but recently anchor text has less and less importance. It probably still has value. It's still an important ranking factor for 2013, and I would use it if I was you. But I would bring it to a new level. I would also think about the words in the context of the link. Try to link from all the relevant sections of the websites, and as you point to the shoes page from different contexts, naturally, the anchor text will change. For example you could link through our "shoe collection" from an article which compares between your shoes and competitor shoes.

I wrote an article for YouMoz a few years ago, some concepts might be a bit outdated because the ranking factors changed a lot since then. However it might give you some ideas to explore from a new perspective -> An Intelligent Way to Plan Your Internal Linking Structure

Hello Shay,

First don't worry, what you want to do is not very complicated. The Moz community will surely be able to help. Just relax and try to ask each specific question one by one, people will start giving you answers.

Like Oleg said, one of the most important problems for you is localization.

You said you got to the first 2 pages, then dropped to 2nd.

1. For what keyword combination?

2. What are the most relevant keywords for your services?  You should include location.

And then we'll go to next problems.

• Check all suggestions for your keyword by using the alphabet:

targeted keyword a

targeted keyword ab

targeted keyword ac

• Extract all the questions about your keywords

• Write articles containing clear and straight to the point answers, especially for the questions that have elements that need to be remembered and start ranking for them.

• At the end of each article write this: "If you found the information here useful please bookmark this article or remember to search on Google for "this suggestion"

And voila, in time you will see more and more people remember how to search and thus raise the popularity of those questions in the Google suggestions. You did not exploit or inflate anything - besides your visitor's mind! Haha.

Hi Mark, really good questions.

1. How many links would Google count as part of the link juice model?

There are a lot of opinions about this subject and there is no clear answer (it's really hard to test). Some time ago Google removed the effect of "nofollow" attribute for internal links, to cut the advantage SEO's  gained by "pagerank sculpting". I think they did this so that search engine optimizers don't have a big advantage over standard websites. My personal opinion is that in terms of link juice lost Google would count 5, but the page benefiting  won't get double the value. I think Google would only count the advantages of one of those links, whichever the best (probably the one in content. But on the other side, the link juice lost is not so important. The rest of the pages won't necessarily rank for popular terms.

I think that in-content links get way more advantages than just the "juice" and anchor text. The neighboring text is also important, the fact that it's in a block of text it's also important. Also it brings value to the users, who, might want to see all the shoes models when reading about them. I think you should definitely use this approach but just make sure you don't take it to an extreme.

2. 20% to each link, but the shoes page won't get 20x2 from those 2 duplicate, maybe it will get 25 + some other advantages (personal oppinion!)

3. Changing anchor text had some effect in the past, but recently anchor text has less and less importance. It probably still has value. It's still an important ranking factor for 2013, and I would use it if I was you. But I would bring it to a new level. I would also think about the words in the context of the link. Try to link from all the relevant sections of the websites, and as you point to the shoes page from different contexts, naturally, the anchor text will change. For example you could link through our "shoe collection" from an article which compares between your shoes and competitor shoes.

I wrote an article for YouMoz a few years ago, some concepts might be a bit outdated because the ranking factors changed a lot since then. However it might give you some ideas to explore from a new perspective -> An Intelligent Way to Plan Your Internal Linking Structure

Usually nofollow links don't hurt your website. But there are some extreme cases in which they could.

For more info check this video by Matt Cutts from Google -> Can nofollow links hurt my site's ranking?

• Check all suggestions for your keyword by using the alphabet:

targeted keyword a

targeted keyword ab

targeted keyword ac

• Extract all the questions about your keywords

• Write articles containing clear and straight to the point answers, especially for the questions that have elements that need to be remembered and start ranking for them.

• At the end of each article write this: "If you found the information here useful please bookmark this article or remember to search on Google for "this suggestion"

And voila, in time you will see more and more people remember how to search and thus raise the popularity of those questions in the Google suggestions. You did not exploit or inflate anything - besides your visitor's mind! Haha.

Hello Eran,

I'm 100% with kadesmith at each point he covers. So we are two now (small community :). I can add a few more things:

-> It's easy to fall in the "over optimized anchor text" pit when working with directories. At least if they do it like most of the people did it in the past. I had at least 1 website penalized because of these. If I were you I would approach them in this way: I would ask for what details do they need to submit to directories and then check if they would use the same anchor text in all directories. If they use the brand name as anchor text they might be aware of last changes. If not they are probably just doing it to get some money and don't really care for what happens.

-> link velocity -> is related to the historical changes in link profiles - and it mentioned by Google in some of their patents. If people submit to directories like they did in the past they will get a lot of links in a short amount of time. Google is able to detect this, and at least in theory is able to do some interesting stuff like: temporarily rank the website lower and wait to see if the owner of the website takes action to remove the links. This is not 100% confirmed, but personally I would take it into account.

So, directories are not necessarily a problem. But if they handle it the "old school" way, then probably it will be.

Hi  Bongani,

Here are some extra resources that could help you understand better what happens when you do layout / website changes. This is a video by Matt Cutts posted a wile ago, it also includes some other things but it also mentions things related to the layout:

Will changing the code and layout of my pages while moving to new URLs affect their rankings?

Also, besides what EGOL said I would also add another thing:

8. Be very careful about the Wordpress theme you are going to use. It's a good thing you already mentioned that you want it high quality. Just to be sure - I would check for any embeded / hidden links. I had some unpleasent experiences even with "high quality ones".

Hello Chris,

You can use more than one remarketing tag on a page. I use them in combination on some pages, for some time now. But just be careful, the more you use the higher the loading time. There are even a few tricks you can do with Dynamic Remarketing and Google Tag Manager

Here you can read more about Dynamic Remarketing