So here are my questions. First off My anchor text link diversity could be better.. lots better. Does anyone know a way to fix this? Most of the links that are being shown to me in webmaster tools I requested removal of with the disavow tool maybe 4 months ago? That obviously has not worked out. Maybe some gigs to dilute my anchor text? In the attached pie image every percentage except the aqua marine for 22% is a keyword I am trying to rank for. I have links built mostly to my root domain which I know I need to dilute with some deep linking right? My other issue here is that lots of those links are spread out as far as what they point to some point to www.domain.com some to http://domain.com some to http://www.domain.com is there a way I should think about this that may solve some of my above problem? Like should I figure out which version of the domain has the least amount of links going to it and then set in webmaster tools and wordpress setting that domain is selected? I never figured out which was important and I honestly never thought it mattered but maybe it does? It does right? Over time links have been built to pages that I no longer have on my site. Most of them lead to 404 pages now. Is there something I should do with this? Can it be harnessed? What about a custom 404 page that pulls in incoming search terms? Should I try to 301 them away? Whats the best solution? Is it a problem at all? For years I ranked #1 I believe because I had EMD at one point I dropped to under 1,000 then recovered somewhat.. depending on what source/data center is checked. I just started using the yoast seo plugin and they tell you to put your keyword in the url. Which from what I have seen matters as all the pages ranking in the top ten on my keyword have the keywords in the url. If my domain is EMD for keyword do I still put the keyword in the EMD or is this keyword stuffing? So my site is citynametaxi.com right? Should I really have urls that are citynametaxi.com/cityname-taxi-cab? One of my competitors is ranking in the top 5 but it doesn't seem like his site follows any of the known rules of ranking past or present. His site is 5 pages of ugly .html from like 1995 his domain is companynametaxico.com the domain age is only 2.7 years(my domain is 2006) his urls are all companynametaxico.com/index.html, /copuons.html, /testimonials.html etc. The only thing that he does have going for him is a shit ton of backlinks that all seem to come from someone's poor attempt at a negative seo blast (I swear it wasn't me) I think its a negative blast because the anchor text is stuff like moldycuntstix gaytaxi stuff like that.. I think whoever did it (I do have an idea on who another cabbie locally into seo) accidentally created a situation where this shit site is a monster because of tons of referring domains with big anchor diversity? How the hell else would this crap site be ranking? He does have 2 yelp listings both sitting at the top of the serps also I complained to yelp about my competitors having multiple listings 7 months ago. They obviously did nothing about it. Any advice anyone can offer would be appreciated.