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With having such a limited amount of characters that Google will show in your title, I don't think it makes sense to have the brand name in each one of the page titles (unless the brand name is a large factor in searches, and you are trying to ensure your site gets credit for being the official representation of that brand). Instead, utilize that space for adding additional or secondary keywords phrases that can help bring in additional traffic.

"A specific article would be "How to paint using oil painting | Maleribasen.dk"

This type of format can work well if you are trying to optimize for one major keyword phrase, and your whole focus (on-page and off) is around that phrase.

It seems like you are actually asking 2 questions in one. Let's approach them both separately.

Should you include index.html or not in your structure? Personally, I think the cleanest URL structure works the best. Get rid of any URL parameters that do not offer any benefit. Cleaner URLs not only look better, but are easier to read and share. Who really wants to share DOMAIN.com/fishing.index.html vs DOMAIN.com/fishing. It may seem petty, but in the grander scheme of things it will just work better. If you do this in one area of your site, keep it consistant through the whole site

As to making sure that Google only indexes one version, this can be done through the URL parameter redirects on your server. You can create rules where the URL automatically strips out any additional URL items, and redirects to the proper version. Once you create your sitemap, make sure to only include the versions of your URL you want indexed. One thing I have found in my entire SEO career is this: The easier and clearer you paint a picture for Google about your site, the better your results will be.

The alt attribute helps Google and other search engines understand what the image is about. Here is a nice article from Google about image publishing guidelines

I doubt you would see a penalty from something like this, as there are plenty of websites out there with poorly optimized images, but at the same time you are not doing your on-page SEO score any favors. Is it a make or break item? No, but at the same time I'm sure you could correct the entire page in a manner of a few minutes

Looking forward to it

I'd be glad to help. Pm me the details you need help with or areas you aren't sure how to set up.

I'm guessing you are going this route for speed, but you can also find plenty of documentation in the moz help section.

"jQuery is a fast, small, and feature-rich JavaScript library. It makes things like HTML document traversal and manipulation, event handling, animation, and Ajax much simpler with an easy-to-use API that works across a multitude of browsers."

Using JQuery can allow you to load in galleries or product options/variations into a page, without actually having to have a unique URL for each item. This would be done through coding, and display on one of the category pages to help your users see available flooring options. I'm not outright claiming that this would be great for SEO, as the items often are not "crawlable", but merely suggesting a few different options that may help your users navigate a larger site.

Sorry if you thought I was mentioning PHP or dynamically changing URLs

I would think of it this way:

1. What URL format would give you the most amount of beneficial (unique) URL's?
2. By using this structure, do you have the time/resources to optimize all newly created URL's?
3. Looking at the BIG GUYS in the flooring industry (Lowe's, Home Depot, ETC) what URL format do they use? Can this format be downscaled to work for your needs? Would that format make sense to use on your site?
4. What does the Google keyword planner suggest for being the most heavily searched for terms? Is there a way to include these terms in your navigation and still have it make sense?
5. Judging by your goals, does it make sense to have all the URL's be unique to each product, or would it work better for your gallery or product options to be loaded in a JQuery or "outside of content" format on a second level category page?

That should help you narrow it down a bit

Sent! Check your email and let me know if this helps. I included the PDF of the article and the full size image if you would like to print it out. Sorry about you not being able to view the live article. Please do not repost the article on any other webpage, as it is a copywritten document.

Sander,

PM me your email and I will send that PDF over for the Competitive analysis. Its something that will help you understand what you are trying to do. Or, if you can send me your IP, I will make sure that it is unblocked.

Use the main domain for your promotional items. If the site is not currently set up for that, I would invest your money and time into making the main site as good as it possibly can be. Install a blog, add in content, promote from within.

Your existing domain most likely has weight and authority, and will have more than a new domain registration. Depending upon how you structure the site, you may not even have to brand or constantly remind people it is about or being sponsored by a personal injury law firm. What you are wanting to accomplish is additional exposure whether it be through backlinks, additional visits, etc. When you are planning out your strategy, think of what type of content you are going to include, and where people search for that type of information. Then, go out and participate in those areas or forums/sites/blogs/discussions. This will save you a lot of time from wasted effort in places that have limited exposure or people that are not willing to share.

It can help, but if you are expecting a single MOZ link to skyrocket you ahead of all your competitors, that will not happen. Google looks at the complete link profile for a site, and not one singular instance. Will it help? Sure! Will it make a night and day difference? NO.

The best way to use your MOZ profile is to make yourself an active member of the community, and show that you know what you are talking about. MOZ is a leading authority of not only industry experts, but also of people looking for help and advice. Link from your website to your profile page. Link to your social accounts from your profile page. If it is something you would like to promote, then have a space on your site that states you are a member of the MOZ community. We get link referrals from MOZ all the time, and we have also gotten leads from members on here looking for help.

In short, for it to be the most effective, don't think of just the link. Think of how you can use the community to broaden your reach and exposure.

Unless the brand name is more popular than the style or type, I would only use the brand name where it makes sense. For the URL structure, personally I would use the style or color rather than the brand. If you do a few searches in Google, I'm betting you see a lot more results coming up for styles and colors.

I like the way that Sheena has described how to do the URL's, as it makes sense to flow from first major category, and go down from there gallery-flooring/manufactured-flooring/PRODUCT

With the way Google has been changing up their results, I'm betting if you had a lot of really nice optimized pages for "manufactured flooring", you would not need to really go into very specific details

EDIT* I thought I would add why I think this way. We do a lot of ecommerce seo for clients, and optimize every page on the site. Even with the individual product pages being highly optimized for one given thing, we often see the main level category pages ranking higher, even if your query is for a specific type or style.

Sorry! It may be that your IP address is not allowed to access our site. We had an issue with spam a while back that made us have to turn up security a bit.

If you PM me your email address, I will send a PDF directly there.

"I want to build a review widget to display our reviews on our contractors' websites."

If you are going to be displaying it as a widget on their website, I'm not sure what duplicate issue you are expecting. You would not have the same reviews across mutiple sites if you are adding contractor-specific reviews to a contractor-specific site. Unless you are referring to having the review content displayed on your siet where they sign up, and also on their site as a widget. Even if that is the case, you will have so many differences between the two pages and surrounding supporting text I doubt you would see any if at all negative effects.

Duplicate content penalties are aimed at people who use multiple pages of exact or highly similar content to try and manipulate search engine rankings. Just by having a few reviews that are the same across a few pages I dont think you would be grouped into that.

Agreed. if you do not use the proper formatting when adding the text, you could wind up with strange characters showing up when Google/Search engines index those descriptions. We have used them many times in the past, without any issues.

I would do a full competitve analysis of your site vs theirs. If you are seeing that much of a ranking difference, most likely there is something you are missing. A few months ago we wrote an article on how to do a full competitive link analysis. Might help you getting started.

I would do a competitive link analysis to see where he is actually getting the links to his site, and how they are positioned in the linking platform. Manual link building can be extremely tedious, but it is ultimately a very powerful tool in getting Google to notice your site. Linking out to relevant sources and topics can help, as Google does not like to see sites that do not provide a larger resource to a user. We wrote an article on how to do a competitive link analysis. Might help you getting started.

For the reporting of F vs B, what tools are you using to analyze the date? Moz? If you are using the MOZ page grader, pay attention to what page you are actually grading, and for what keywords. The reports are helpful in pointing out errors, but can give a false positive in the event they are analyzing multiple pages for the same keywords.

The most accurate way is to do it manually. Doing a site:YOURDOMAIN.com in Google will alert you to most of the ugly URLs you want to get rid of.

PM me the site link. I'll take a look. Yes, you will want to have a very distinct page title for the home page, I thought you were trying to assign a tag to the home page, which would add that into every page, my mistake.

Also, make sure you have your home page menu item and article set to default. Here is an article that may help you:

http://forum.joomla.org/viewtopic.php?t=328473

Why not use JQuery to load all the images in one page, in one gallery? Depending upon the coding of your custom CMS, I'm sure there is an HTML or simple gallery that you can integrate fairly easily.