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I second the responses of those above related to increasing your brand. The strongest evidence of this weakness is that your domain, zotey.com, does not rank #1 for the keyword zotey. It appears that you sell testing supplies and list a number of "partners". Do those partners link to your website? Is there any way to reach out to them and solicit a link?

Your best bet is to use tools like SpyFu and SEMRush as relativistic measures. Imagine you spend $1000/mo on Adwords. SEMRush says you spend $200 and your competitor $400. Well, you can assume then that SEMRush is off by approximately a factor of 5, meaning your competitor spends twice as much at around $2000.  Obviously this isn't exactly right, but it is a useful approximation.

1. Do the losses correspond with particular days of the week?
2. Are any of your sales recurring? 
3. Are there similar dips in the # of sales, not just the value of sales?
4. Is there a pattern in the source of lost sales (ie: does organic sales drop or just ppc, or all of the,?)

Are the  "referring domain counts" increasing and decreasing in a similar pattern? If so, you are probably looking at the ebb and flow of the index, and not anything in particular related to your site. The larger Moz's index, the more likely they are to find links to both you and your competitor. The smaller, the less likely. The only time you would expect to see substantial divergence would be if either you or your competitor were adding or removing links at a substantially different pace from the other.

Congratulations on launching your new website! You currently don't really have any links pointing to http://www.indigolune.com, which is going to make it hard for Google to consider your site important relative to other sites on the web that have your keywords in the title. You need to find a way to get websites to link to yours in order to increase your authority. Social shares are nice, but they alone will not do the trick.

Here is Moz's basic primer on links and link building, but I think a simple start would be with a single press release announcing the launch of your new business. This won't get you a ton of links, and they will be pretty low quality, but they will be a start. Also, consider reaching out to friends, family, coworkers, business partners, associates, etc. to see if they would be willing to write a blog post about you launching your new website. Even just a couple of participants may be sufficient to get you ranking for your brand.

Good luck!

If you can, find an exact or close-to-exact replacement on your new site and 301 redirect. You might want to go through analytics to find any trafficked pages and make sure you have them 301 redirected as well. In some cases, you might need to 404 pages, but make sure the 404 pages are useful to help your users find the best content on the new site.

This is a great answer. PA and DA are relativistic measures, meaning they are relative to other sites in the index. If Facebook went out and doubled their links relative to everyone else, your DA might go down, but in reality your site is still just as strong as ever. As Tim describes, you should be most concerned about your scores relative to your competitors. As long as you are keeping pace or gaining, you should be fine.

There are a lot of theoretical reasons...

1. In redirecting the homepage, you could potentially lose or dampen the results that the homepage currently enjoys (while not as much as the internal page, at least it has some)

2. The redirect might not successfully pass on all link juice (ie: perhaps some link decay rate is applied)

3. You lose the great potential opportunity of getting double listings for keywords!

This is definitely going to be a server-level configuration issue. Are you on Windows or Linux? What webserver are you using (IIS, Apache, nginx, Lighttpd?) Any chance you would PM me the URL so I can troubleshoot?

No, that shouldn't be an issue. I ran the crawl with a different tool (Microsoft IIS SEO Toolkit) and found the same duplicate title issues.

If you check your HTML output, you will see that the title only includes the "EZ School Apps" part. I Private Messaged you a list of the duplicate titles I found.

Is it possible that code is no longer in production? or the Page title variable is accidentally set again before being printed?

Are you using any javascript framework on the site that renders the title dynamically?

I have seen websites rank well using internal pages as their homepage, and have worked on quite a few. However, I wouldn't recommend it. Why not simply improve the conversion rate of the internal page by improving its layout?

Unfortunately, Google hasn't been very clear on this issue. Words like "maybe" or "could" pervade their statements on hidden content because sometimes it is legitimate and sometimes it is not. Here is the latest report from Search Engine Roundtable that I could find on the matter. It is probably best that you expose the content and use scrolling techniques to allow the user to move to the content on the page than rely on hidden content techniques.

One quick test you could use is simply look for the exact text you use in the hidden section and see if you rank for it. If not, you might want to rethink your strategy.

This could be part of the culprit, but generally Google is pretty good at giving domains a "benefit of the doubt" so to speak when it comes to homepage redirects. You should first figure out why the redirect from the non trailing-slash version of your page is a 302 and not a 301. This would be something likely set at the webserver level rather than in Yoast or Wordpress, and it ought to be a 301.

This is the code to make sure a trailing slash is in place for internal directories

RewriteCond %{REQUEST_URI} !(/$|.)
RewriteRule (.*) %{REQUEST_URI}/ [R=301,L]

Did you notice if the same problem is true for directories as well as the homepage?

It certainly could have an impact if it is one of the few backlinks you have. I would do the following...

1. In Google Analytics, check to see if you received any referral traffic from the directory over the last year. If so, you might want to keep it on those grounds alone.

2. Check in Open Site Explorer to see how many referring domains you currently have. Does the yahoo directory and sites that syndicate it represent a substantial proportion of your links? If so, you might want to hold onto it until you can build a larger, healthier link profile.

Charles is correct in that you shouldn't have to worry about a link from Yahoo (in an ideal world) because you should work to build a better link profile such that losing the directory link wouldn't have an impact.

Hope that helps!

I have been a heavy user of Fiverr now for a few years - there are tons of great odd-jobs that can be handled by someone over Fiverr...

1. Converting images from raster-to-vector when you need a better copy of a logo
2. Cropping, rotating, and cleaning up a large number of images to a uniform size and style
3. Posting and formatting a large number of Word Document content to your blog.

Basically, the next time you think... "this is going to take a lot of time and could be done by someone w/o my expertise", try Fiverr.

Meta noindex + the URL Removal Tool would work to get rid of them. I would also try and make sure any old links internally on your site that may point to these pages get removed, if that is the step you are going to take. What will the user see when they land on these old URLs?

Yes, and this is especially problematic if you change all of your internal links to point to the new page, thereby leaving Google little reason to recrawl the old page. There are a couple of quick, simple solutions to this...

1. Update your XML sitemap to include the OLD URLs and set their priority to 1, update frequency to daily, and last updated date to today. This will tell Google that the old URLs are important and updated, so you may be able to coax Google to recrawl them quickly.

2. Use "Fetch as Googlebot" on the old URLs to show Google the 301 redirects

These are, admittedly, speculative, but Google hasn't given us a clear solution to this very common problem. Good luck!

Hi Jason,

In addition to following both Bryan's and Matt's recommendations, you can also use the Google URL Removal tool to expedite the process. Once you have correctly added the noindex tag and have set up Google Webmaster Tools (now called Google Search Console), you can use the URL Removal Tool here to tell Google to go ahead and delete the URL from their index.