As all professionals involved in Search Engine Optimization know, there are no guarantees with SEO. Understandably, major search engines are pretty cagey about how much they let search marketers know regarding their algorithms and ranking methods. Whilst we all know that ethical SEO tries to work with search engines to bring about relevant and useful results for the user, we also know that this isn't as simple as it sounds. Search engines constantly adjust their algorithms and as SEO professionals, our job is to constantly innovate too in order to find new ways to improve our clients' websites so that search engines recognise their relevance and move them up the results listings. In an SEO world with ever-changing goalposts, there are still some methods and techniques which are tried and tested to help in the mission to get on that first page.
Here are my top tips to SEO and ranking success:
Content, Content, Content
A point that cannot be stressed enough is the importance of quality content to a website. Well-written and relevant content is perhaps the most valuable SEO tool that there is, but as with all good search engine optimization techniques, it benefits the user of the website most of all. A website which is a great industry resource for information rather than merely sales-speak is much more likely to be seen by search engines as a site worthy of their attention. A high ratio of text to images, flash or JavaScript helps to ensure that search engines can decipher a web page's subject matter easily and having a website which is rich in useful information for users will mean that visitors are much more likely to stay on a site for longer and return to it again.
Business Blogs & Bookmarking
There has been much debate in the search marketing industry in recent times over whether or not blogs are a useful tool when it comes to SEO. The general conclusion is that the only blogs which really make a difference to your website's online profile are those which really have something interesting to say. Blogging for SEO reasons alone is pretty pointless, but relevant and information rich blogs can help to build your website into a comprehensive industry resource which visitors find valuable and as a result, so do search engines. Blogging can show the "human side" of your organisation too, which users often find more approachable and you may find that visitors will comment on your blog asking questions etc which they wouldn't have the facility to do otherwise.
If you do integrate a blog into your organisation's website, you can utilise the relatively new world of social bookmarking to find a whole new audience and exposure. If your blog post (or video or audio blog) is submitted to a social bookmarking service such as digg or stumbleupon, it appears on their website (or a review and link does) which increases your traffic as users of the social bookmarking service click through to your site. A reputation can be built for producing quality blog content, especially multimedia blogs (e.g. regular video blogs through youtube) and interested users will subscribe to your feeds, receiving updates when you release new content. Regular return visits, more inbound links to your website and the good quality of your content will help you to gain more authority with search engines and improve your rankings.
Online Press Releases
Press releases have also been a bone of contention in SEO circles for some time, mostly because a meaningless press release is a waste of everyone's time. A press release can be a useful SEO tool, but only when you have something worthwhile to say. The point of press releases is that they can be picked up by journalists as well as by consumers and therefore they need to be well-written and interesting. Writing a great article is one thing, but making sure that it is distributed to those who will find it relevant is another matter. With online press release services able to distribute your piece for you to industry relevant portals (for a price), it is entirely possible to target your audience to a large degree. Hyperlinks within the press release point back to the website and with major search engines picking up on it in their news sections for your keywords, increasing the appropriate targeted traffic to your website, raising your profile online and of course, spreading your organisation's latest news far and wide.
Links
Good quality, relevant inbound links to your website are considered vital in any off page search engine optimization strategy. If you take a look at some of your main online competitors' link popularity (using one of the many free online SEO tools) then you can see how well their link building is going and how much catching up you may need to do. In order for links to help improve your ranking, they need to be from good sources. Quality over quantity is definitely true when it comes to backlinks, because links from sites with little relevance or search engine authority themselves will do you no good whatsoever. The reasoning behind this is that good quality websites with great content and good rankings are likely to link to sites of a similar high quality as they only want to be associated with relevant websites themselves. Building excellent links can take time, but is well worth the effort.
For every ethical search engine optimisation technique which works with search engines to produce relevant results for the users, there are many methods which do the opposite. Often known as "black hat" SEO, these methods aim to manipulate search engines into thinking that a website is something that it isn't in order to gain better search results. Although some of these techniques may seem to be working for a very short time, search engines usually penalise website utilising these techniques by imposing bans from all of their search results, sometimes even blacklisting a website altogether. The confusing part is that some of these methods were at some point considered part of legitimate SEO until they were abused by black hatters.
Here are my top 'don'ts' for SEO:
Keyword Stuffing
Although targeting keywords is important because they are the search terms that people use in search engines when your result pops up, there is definitely such a thing as overkill. We will all have seen websites at some stage or another which we click on through a search engine, only to land on a web page which is full of keywords and very little else. This is exactly the kind of scenario that search engines try to avoid and so websites which stuff their content with keywords are likely to suffer penalties quickly. Although a few occurrences of keywords in your website content can help search engines to pick out the main theme, a keyword density of more than 1-2% for any one keyword or key phrase is likely to cause problems with some search engines.
Hidden Text
Even more devious than keyword stuffing is the technique of hiding text on a website. This is usually done either by hiding the text (usually just repeated keywords) behind an image, or making the text the same colour as the background. Either way, the user can't read the text but the search engines can, which means that it breaks the major search engine guidelines that state both users and search engines must have all the same content available to them on a webpage. Search engines will often ban such websites from their listings altogether.
Doorways & Cloaking
Doorways are single web pages which are created to funnel users from search engines to a specific website. You can't get to a doorway page via the normal website navigation and they contribute nothing valuable to a site. Again, as they are created for search engines to see (and rank) rather than users, they breach guidelines and users who find themselves clicking on a search result and ending up on a completely different website to the one they thought they'd be visiting find them very frustrating.
Cloaking is another technique which presents different content to search engines and users. The content it reveals to search engines is engineered with the sole intention of ranking for keywords and the actual 'real' website could be on an entirely different topic. Therefore, as the search result and the actual website are totally different, this is also considered a black hat technique.
Link Farming
As mentioned in the top tips for SEO above, relevant links from other websites with authority are vital to your off page search engine optimisation strategy and quality wins over quantity every time. One 'black hat' technique is to build what is known as a 'link farm' by creating a number of websites with the primary purpose of linking back to a main site. These links are trying to distort search engine results because they are manufactured, not 'real' links from relevant sources and this can also result in search engine bans.
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From visibility Magazine. By Matt Bullas is the founder and Managing Director of Click Consult, a leading UK search marketing agency, and its specialist search engine optimization division, SEO Consult, the UK's number 1 organic SEO company. Established in 2003, Click Consult has over 200 SEO and PPC clients in every major industry, providing a comprehensive range of search marketing services including Search Engine Optimization, Pay Per Click (PPC) Campaigns, Content and Banner Advertising, Affiliate Marketing, Shopping Feeds, Website Design and Development, E-Mail Marketing and Online Press Releases. Write on June 09
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