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I don't think you'll have an issue, so long as you don't post thousands of spammy pieces all at once, make it look as natural as possible. To be fair, you usually get the most value if your pieces do offer genuine value.

I would normally suggest picking a few people within the company to post various categories of content depending on their role, but that is sometimes not appropriate or possible (e.g. one man band businesses)

Well, I guess that's the million dollar question.

It's not as simple that Google will simply replace the SERP with the new page. That will be the apparent behaviour until Google updates the listing, as anyone who clicks the link will be redirected, but Google will quickly "notice" and then reapply the algorithm and decide whether the new page should be in the same place. I wouldn't expect that fact that the old page ranked to directly affect the ranking of the newly redirected page, however, the fact that any links to the old page will be being redirected will have an impact.

As far as new rank, I would expect a similar effect to that of simply updating all the content and not changing the URL, and of course, we don't know what exactly would happen then.

If I had to guess, given what you've said, I would say that very specific searches may rank worse (E.g. "double-sided bookmarks") but that more generic terms might rank better (E.g. "customizable bookmarks")

Following the advice here: https://support.google.com/webmasters/answer/80553?hl=en I can confirm that they are indeed Googlebot.

If you use Fetch as Google in Search Console, are you seeing errors?

Cloudflare has an article here on the subject:

https://support.cloudflare.com/hc/en-us/articles/200169806-I-m-getting-Google-Crawler-Errors-What-should-I-do-

I disagree, but I know there are lots of people on both sides of the fence on this one!

"The globe is a known spam network", so one would assume Google is aware and just ignores it.

Google say (highlighting is me):
"Google works very hard to make sure that actions on third-party sites do not negatively affect a website. In some circumstances, incoming links can affect Google’s opinion of a page or site. For example, you or a search engine optimizer (SEO) you’ve hired may have built bad links to your site via paid links or other link schemes that violate our quality guidelines." - https://support.google.com/webmasters/answer/2648487?hl=en

And John Mueller said (highlighting is me):
"Random links collected over the years aren't necessarily harmful, we've seen them for a long time too and can ignore all of those weird pieces of web-graffiti from long ago. Disavow links that were really paid for (or otherwise actively unnaturally placed), don't fret the cruft." - https://twitter.com/JohnMu/status/1088929651593039872

If you didn't go out and generate those links, I wouldn't worry about them.

Disavowing a known spam link site does not help Google clear up

It will be crawled, but Google will generally apply less weighting to any content. Google is generally pretty good at understanding things that are display:none for design reasons and usually won't penalise unless it thinks you are trying to manipulate the system.

That said, if it isn't the main heading, it shouldn't really be H1; you should only have one H1 per page. Although HTML5 allows for multiple H1 within sections of a page, that doesn't really apply here.

Are you redirecting everything on www to non-www? If so, you don't really need a robots.txt to be served for the www subdomain. Google will ignore the original robots.txt file if it is given a 301 anyway.

My first question is whether you have a copy of the old site or a site map? Secondly, was all the content optimised, e.g. did it all have sensible urls and live in a sensible directory structure?

Ideally, however you do your redirects, you'd want to create a map of your required redirects. It could be that all the new content is going to be in the same location, but on the new URL (e.g. http://olddomain.com/directory/content -> https://newdomain.com/directory/content), in which case you could use .htaccess to simply forward to the new domain with the same path, or it could be that you're going to move everything about (e.g. http://olddomain.com/directory/content -> https://newdomain.com/new-directory/new-content-location)

Should I re-build the old site first, later build the new site, and then make 301 redirections from the old site to the new site? Or I just build the new site and redirect all the links from old site to my new site?

No need to rebuild the old site first, simply start your new site.

1. How to do 301 correctly to transfer the seo authory in wordpress? Should I set the 301 redirections from my host or should I have to set it in .htaccess? Does anyone know the code?

You could install a WordPress instance on the old domain and then use a plugin to manage your redirects if that's what you're more comfortable with, or you could do them using .htaccess.

2. Should I set every link, every page, every .jpg link from the old site to new site's related address one by one?

This is up to you. Depending upon the scale of your site, doing everything might be safest. However, if the old site was huge and you don't have a sitemap, that is going to take some serious time. I would probably use a tool to discover any existing links and then make sure I was redirecting them, while at the same time having a tool to catch any 404s for redirects I hadn't set up. (You could either give a 404 page or alternatively forward everything to the new homepage while still tracking). You could then add proper redirects for any relevant old pages that were still receiving traffic.

3. There are some good backlinks for the old domain, but now all the old site's links are broken, how to deal with the old urls that the backlinks pointed to?

I think that question is already covered above. 301 them to the new content on the new site.

Hope that helps!

I have never seen any impact on PPC when migrating a site to a new server relating to the IP/DNS changes.

If the migration didn't go as planned and the new server returned 404, 500 or similar, however, you would find Google may stop serving ads if it noticed. You would receive a notification in Google Ads if that was the case tho.

Why do you believe that your ads were being suppressed?

Is the new Local Market Analytics beta available for the UK? The details seem to indicate it is US only?

Short answer, given the small amount of work to 301 everything, I'd go for it.

Slightly longer answers:

Does it make sense to "cut bait" from the current site given the lack use?

I wouldn't, I don't see any benefit to doing that. Your site does rank for some keywords and phrases (Not spectacularly, but it does rank none the less), so why chuck that way? 301 the pages to the new domain and host the content there. As a side note, maybe look at url structure for the blog posts at the same time, you might see an uplift in ranking.

Does it make sense to build the site and still set redirects from the old domain pages to a new one?

Yes, as above.

Given so little traffic, is there really an effect on SEO if we sunset the old domain?

Google, in my experience, seems to take a while to "forget" about old sites, even if they are 404ing. Your old content will, for a while, compete with your new site.

Could I strip out the old domain website and just post a message on one page to come to our new site until old domain expires?

Yes, but Google wouldn't understand that.

Yes, absolutely. Once you have added one account, just click the blue plus to add another. So long as you have access to the accounts (or are subsequently authorised) you can add as many as you like.

In the age of people rarely actually typing domains directly, rather opting to type a brand name or part of the domain and letting Google et al. do the work, I'm not sure there is much issue having a dash. I'd certainly rather have the shorter domain with a dash than a longer one without.

There are a number of different ways, but I'd always start with Google Search Console Coverage reports.

If you haven't already, sign up and configure Search Console.

Then, go to your property > Coverage.

Then select the Valid "tab". You'll then be able to click on the two types of valid ("Submitted and indexed" and "Indexed, not submitted in sitemap"). Within each of these categories, you'll be able to download a CSV of the pages lists.

In the same area you'll be able to see lists of pages that Google knows about but hasn't indexed for one reason or another.