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EEAT, for Experience, Expertise, Authoritativeness and Trustworthiness, is the framework Google uses to describe quality content. It is not a score or a single ranking factor, but a set of signals its systems try to recognize, with a higher bar on topics that affect health, money or safety. This guide draws on the rater guidelines…

Duplicate content often causes more worry than it should. Google does not penalize ordinary duplicates: it picks one and sets the others aside. The real cost is more discreet, with the wrong URL in the results, scattered links and a bot crawling copies. This guide explains what Google says about duplicate content, where it comes…

Crawl budget is one of the most quoted notions in technical SEO, and one of the most misunderstood. Google defines it precisely: a capacity limit, set by the health of your server, and a crawl demand, set by the interest of your pages. Its documentation, updated in July 2026, also says who should care: very…

Core Web Vitals are the three metrics Google uses to judge the real experience of a page: how fast the main content displays, how responsive it is to clicks and how stable the layout is. They count in rankings, but they break ties between relevant pages rather than winning you a position. This guide gives…

When several addresses show the same content, Google keeps only one of them as the canonical URL. You can steer this choice with the canonical tag, a redirect or the sitemap, but Google treats your preference as a hint and can override it if your signals diverge. This guide explains where duplicates come from, which…

A backlink is a link published on another site that points to a page on yours. Google has used them since its creation to discover pages and estimate their popularity, but not all links are equal. This article breaks a backlink down element by element: the destination URL, the anchor, the rel attribute. It explains…

Links from other sites still count for Google, but a poorly controlled profile can also expose you. The backlink audit takes stock: referring domains, host pages, anchors, attributes, compliance with spam policies, gap with competitors. This guide describes a six-step method, the tools to cross-check and their limits, the real place of disavowing in 2026,…

A URL changes, a site migrates, two pages merge: the 301 redirect is the tool that avoids losing visitors and the history built up in Google. Set up badly, it creates chains, loops or redirects to the home page that cost traffic. This guide explains what a 301 redirect really does according to Google’s documentation,…