I spend a lot of time reading newsletters and forum postings about Search Engine Marketing. More often than not,
people are asking about methods used to improve Search Engine rankings: what works, what doesn't, and what
will get you in trouble.
Search Engine*: A program that searches documents for specified keywords and returns a list of the
documents where the keywords were found.
Algorithm*: A formula or set of steps for solving a particular problem.
Frankly, no one can predict what will happen from day to day with the Search Engines. Only the Search Engine
companies themselves know if the algorithms will change from one day to the next. Even the Search Engine rules
change from month to month, sometimes daily. Think of the changes that have happened since pay for inclusion
and pay-per-click have taken over the market for Search Engine results.
It seems so simple to try and comply with the Search Engine rules. Even though optimization adds to the basic
content of a site and source code, there are ways to approach this without stepping over the line.
We personally do not use the methods mentioned below (methods to avoid, methods to be wary of) in order to
play it the absolute safest way, using a long term plan in providing you optimum ranking in the Search Engines.
METHODS TO AVOID
Keyword Stuffing:
"Stuffing" keywords into places where keywords don't belong, such as comment tags, image ALT tags where the
keywords have nothing to do with the specific image.
Invisible Text:
Text color the same as background color.
Automated Submissions:
Using automated tools to deliver huge numbers of pages to submission pages of Search Engines.
Submissions To "Thousands" Of Search Engines:
A waste of time, since the major Search Engines/Directories drive the majority of the traffic to websites.
FFA (Free For All) Links:
Link popularity is good, but only when the links are relevant; a link from a page of random links is not worth nearly
as much as a link from a site that is relevant to your site.
Search Engine Marketing Companies Hosting Your Pages On Their Server:
The marketing company "owns" your pages, and if you decide you want to move them, you may have a hard time
wresting them away. (This is not always the case with marketing companies that also provide hosting, but you
need to carefully choose when using this option.)
METHODS TO BE WARY
OF
Cloaking*:
Also known as stealth, a technique used by some Web sites to deliver one page to a Search Engine for indexing
while serving an entirely different page to everyone else.
Cloaking is very difficult to do correctly, if you do not have an expert providing this service you could well be banned
by the Search Engines. There are ways for this to be done that are accepted by some Search Engines. In general,
cloaking is not always accepted by the Search Engine rules and can be a gamble unless you are certain your
service provider knows what they are doing. Check credentials and get referrals from people who have used their
services.
Doorway Page**:
A page made specifically to rank well in Search Engines for particular keywords, serving as an entry point through
which visitors pass to the main content.
Doorway pages are not accepted as they used to be by the Search Engines. A carefully crafted doorway page
done by hand is entirely different from an automated doorway page generated by software. A few well-designed
pages are a far cry from mass generated automated pages sent in large numbers through the Search Engine
submission page, which are often considered as spam. Again, check credentials and get referrals from people
who have used their services.
Maintenance Programs:
There are times when a page drops from the Search Engine listings or you re-design the page which might give
you a reason to re-submit the page to the Search Engine. Re-submitting your pages every month is not always
necessary. Having a log stats program in place will help you see which pages are still listed, along with a monthly
ranking report. If you have these tools you should be able to see if any of your pages have changed. Be wary of
people who consistently re-submit your pages, since re-submission can sometimes cause your pages to be
dropped if they are already listed in the database.
My own experience with a very large website I did Search Engine marketing for, showed that the older (longer) the
pages were in the Search Engine results, the better for link popularity and ranking. Of course, paid inclusion can
give you more security in having your web pages stabilized in the Search Engine results.
A good maintenance plan will include providing a ranking report, tweaking keywords in your source code as
needed for a monthly/six month/yearly fee and may also include log stats so you can see where your traffic is
coming from and what keywords your visitors are using to visit your website.
METHODS THAT WORK
Good Content:
Content is one of the most important items you need for your website. Once visitors arrive, you need to keep them
there. Adding keyword-rich text that makes sense and serves the concept of the web page improves your ranking
and keeps your visitors interested. The more text, the better for Search Engine spiders when they index a website.
Good Navigation:
There is nothing worse than arriving at a website and having difficulty understanding where to go for the
information you are seeking. Have easy to use, clearly marked navigation so your visitors click through instead of
click-away in frustration. Search Engine spiders (robots) index text and links; having good navigation is important
to the indexing of your web pages.
Title/META tags:
Individualized Title and META tags for each of your important web pages gives you the best chance for optimum
success in ranking. Title tags are necessary for Search Engine ranking, in particular with Google's Search Engine.
META tags have decreased in importance, but are worth using for clarity and search results. The META description
is still used by some Search Engines as the default text indexed by Search Engine spiders for the search results.
The keyword tag is the least important but is still used by some engines. My theory is, you never know when the
rules of the Search Engines will change, or a new engine will want them, so take the time to include these tags in
all your web pages.
Link Popularity:
Links from other popular websites back to your
website are one way of increasing your site's popularity. Finding websites with similar content (but not your
competitors) and high link popularity, then trading links to be posted on each site, is one way of increasing your
site popularity. Good content is vitally important because visitors who stay longer while visiting a website help
measure the popularity of the site in the Search Engines.
Search the Web
Top 5 Screensavers
