* No robots.txt file – The robots file tells the search engine spiders where to go and not to go. By not having this file your entire site may not be fully indexed in the search engines. You can view a site robots file by entering www.site-name.com/robots.txt here is what our robots.txt file looks like.
* Bad Title tag – We see a lot of site just using their company name, or the same title for every page. It is ok to use the company name but we recommend using it after your keyword phrase, for example {Keyword Phrase – Company Name} or look at our homepage title tag
* Not utilizing meta data – While meta data may not be weighed as heavily as in the past it still help to determine a web pages relevance. Make sure you use Title, Description, and Keywords Meta tags . Think of your Meta data as your 1st chance for your web site to make a good impression.
* Flash – We really like flash and think it can be a very useful presentation tool; most web sites do not properly deploy it into their web pages. The search engines unfortunately are not able to index content or navigation that is embedded in a flash file.
* Directory listing - Dmoz or the open directory project is a volunteer group of editors. Google's directory is based on dmoz and is a very important incoming link. After you submit to dmoz be prepared to wait a while. Although it does cost $299 we recommend a directory listing in Yahoo. This is a trusted human edited link source plus Yahoo is the #2 search engine and the #1 web site overall for web traffic.
* No use of keyword or keyword phrase – We often get questions wondering why a page does not rank for certain phrases. For a search engine to rank your page for your targeted keyword, you need to use phrase a certain number of times and position that keyword properly in the body text.
* Targeting wrong keywords or not enough – Knowing what your customers are looking for is most important. This is why we recommend using paid inclusion like Google Ad-words and Overture. They bring traffic plus they are a great research tool to find your most effective keyword phrases.
* Bad site navigation – if your site visitors can not find your good content they will leave quickly. Use a site map and make it easy for users to find what they are looking for.
* No backlinks – Search engines use the sites that link to your site as a vote of importance and relevancy. You should attempt to get good relevant links for other important web sites. The best way to get good natural incoming links is to have good content. Try to offer useful information and services, give other site owners a reason to links to you.
* Bad anchor text (the text that is your underlined link) – Now it is good to use your company name for your link anchor text, but you also want to vary it and use your keyword phrases.
* Use of paid links - We learned our lesson the hard way. Here is a blog post by Google engineer Matts Cutts on the subject of paid text links .
* Do not be a dead end - Have links to other useful relevant web sites.
* Do not link to bad neighbors - Be careful who you link to. Make sure you link to qulity relevant sites, use common sence when linking to other web sites.
* Not staying within guidelines - Search engines have guidelines that need to be followed. Just reviewing them can help you avoid making a costly mistake. Here is the Google guildelines for webmaster, and this is the Google guidelines for SEO . Here is the Yahoo content qulity guidelines and advise to improve Yahoo rankings. Indexing and content guidelines for MSN search.
02 Şubat 2008 Cumartesi
30 Ocak 2008 Çarşamba
Defending Against Black Hat and Negative SEO Tactics
Even if you don’t engage in black hat SEO tactics, you may be affected by them. Black hat SEO can be used to maintain a position at the top of the search engine results pages that isn’t really deserved based on the site’s content. Or it can be used to attack competitors, dragging down a rival’s site. It’s enough to make many white hat SEOs and site owners furious.
The good news is that most black hat SEOs are too busy with all of their own sites to directly attack their competitors’ sites. When asked about blackhat SEO tactics, dzine, a regular poster to the SEO Chat forums for the past two years, said that proper black hat SEOs “can’t be [asked] to (willingly) lower competitors’ ranks. They just churn out website after website.”
Don’t assume, though, that it’s never done simply because it’s difficult. There’s even a term for it: negative SEO. The topic was covered by Forbes a few months ago. The article quotes Matt Cutts' reaction to a specific form of negative SEO. “I won’t go out on a limb and say it’s impossible,” he said. “But Google bowling is much more inviting as an idea than it is in practice.”
So Matt Cutts won’t say it’s impossible. Does that mean that you need to worry? I can certainly understand why you might worry if your site held a good position in the SERPs and is now disappearing from the search engines. But that’s not immediate evidence of enemy action.
The first thing you should do is find out whether this slide in the SERPs is something that you’re doing to yourself. As Diane Aull explained in an article on Search Engine Guide, “There are too many potential ‘oopsies’ you could be committing to mention them all: robots.txt that excludes the spiders, unspiderable JS/AJAX navigation, all-Flash no-content splash page, nothing but low-quality links, crappy content with no keywords, same title tag used throughout site, etc.”
You can check the Google Webmaster Guidelines for help when you’re trying to figure out whether that drop in the SERPs might be due to an unintentional violation. If you’ve determined that the drop wasn’t due to something you did (or failed to do), you have a number of options. Before I get to those, however, I’m going to discuss some of the destructive tactics that practitioners of negative SEO might engage in to harm a site’s search engine ranking.
The good news is that most black hat SEOs are too busy with all of their own sites to directly attack their competitors’ sites. When asked about blackhat SEO tactics, dzine, a regular poster to the SEO Chat forums for the past two years, said that proper black hat SEOs “can’t be [asked] to (willingly) lower competitors’ ranks. They just churn out website after website.”
Don’t assume, though, that it’s never done simply because it’s difficult. There’s even a term for it: negative SEO. The topic was covered by Forbes a few months ago. The article quotes Matt Cutts' reaction to a specific form of negative SEO. “I won’t go out on a limb and say it’s impossible,” he said. “But Google bowling is much more inviting as an idea than it is in practice.”
So Matt Cutts won’t say it’s impossible. Does that mean that you need to worry? I can certainly understand why you might worry if your site held a good position in the SERPs and is now disappearing from the search engines. But that’s not immediate evidence of enemy action.
The first thing you should do is find out whether this slide in the SERPs is something that you’re doing to yourself. As Diane Aull explained in an article on Search Engine Guide, “There are too many potential ‘oopsies’ you could be committing to mention them all: robots.txt that excludes the spiders, unspiderable JS/AJAX navigation, all-Flash no-content splash page, nothing but low-quality links, crappy content with no keywords, same title tag used throughout site, etc.”
You can check the Google Webmaster Guidelines for help when you’re trying to figure out whether that drop in the SERPs might be due to an unintentional violation. If you’ve determined that the drop wasn’t due to something you did (or failed to do), you have a number of options. Before I get to those, however, I’m going to discuss some of the destructive tactics that practitioners of negative SEO might engage in to harm a site’s search engine ranking.
Webmasters and search engines
By 1997 search engines recognized that some webmasters were making efforts to rank well in their search engines, and even manipulating the page rankings in search results. Early search engines, such as Infoseek, adjusted their algorithms to prevent webmasters from manipulating rankings by stuffing pages with excessive or irrelevant keywords.[12]
Due to the high marketing value of targeted search results, there is potential for an adversarial relationship between search engines and SEOs. In 2005, an annual conference, AIRWeb, Adversarial Information Retrieval on the Web,[13] was created to discuss and minimize the damaging effects of aggressive web content providers.
SEO companies that employ overly aggressive techniques can get their client websites banned from the search results. In 2005, the Wall Street Journal profiled a company, Traffic Power, that allegedly used high-risk techniques and failed to disclose those risks to its clients.[14] Wired magazine reported that the same company sued blogger Aaron Wall for writing about the ban.[15] Google's Matt Cutts later confirmed that Google did in fact ban Traffic Power and some of its clients.[16]
Some search engines have also reached out to the SEO industry, and are frequent sponsors and guests at SEO conferences and seminars. In fact, with the advent of paid inclusion, some search engines now have a vested interest in the health of the optimization community. Major search engines provide information and guidelines to help with site optimization.[17][18][19] Google has a Sitemaps program[20] to help webmasters learn if Google is having any problems indexing their website and also provides data on Google traffic to the website. Yahoo! Site Explorer provides a way for webmasters to submit URLs, determine how many pages are in the Yahoo! index and view link information.[21]
[edit] Getting indexed
The leading search engines, Google, Yahoo! and Microsoft, use crawlers to find pages for their algorithmic search results. Pages that are linked from other search engine indexed pages do not need to be submitted because they are found automatically. Some search engines, notably Yahoo!, operate a paid submission service that guarantee crawling for either a set fee or cost per click.[22] Such programs usually guarantee inclusion in the database, but do not guarantee specific ranking within the search results.[23] Yahoo's paid inclusion program has drawn criticism from advertisers and competitors.[24] Two major directories, the Yahoo Directory and the Open Directory Project both require manual submission and human editorial review.[25] Google offers Google Sitemaps, for which an XML type feed can be created and submitted for free to ensure that all pages are found, especially pages that aren't discoverable by automatically following links.[26]
Search engine crawlers may look at a number of different factors when crawling a site. Not every page is indexed by the search engines. Distance of pages from the root directory of a site may also be a factor in whether or not pages get crawled.[27]
[edit] Preventing indexing
Main article: Robots Exclusion Standard
To avoid undesirable content in the search indexes, webmasters can instruct spiders not to crawl certain files or directories through the standard robots.txt file in the root directory of the domain. Additionally, a page can be explicitly excluded from a search engine's database by using a meta tag specific to robots. When a search engine visits a site, the robots.txt located in the root directory is the first file crawled. The robots.txt file is then parsed, and will instruct the robot as to which pages are not to be crawled. As a search engine crawler may keep a cached copy of this file, it may on occasion crawl pages a webmaster does not wish crawled. Pages typically prevented from being crawled include login specific pages such as shopping carts and user-specific content such as search results from internal searches. In March 2007, Google warned webmasters that they should prevent indexing of internal search results because those pages are considered search spam.[28]
Due to the high marketing value of targeted search results, there is potential for an adversarial relationship between search engines and SEOs. In 2005, an annual conference, AIRWeb, Adversarial Information Retrieval on the Web,[13] was created to discuss and minimize the damaging effects of aggressive web content providers.
SEO companies that employ overly aggressive techniques can get their client websites banned from the search results. In 2005, the Wall Street Journal profiled a company, Traffic Power, that allegedly used high-risk techniques and failed to disclose those risks to its clients.[14] Wired magazine reported that the same company sued blogger Aaron Wall for writing about the ban.[15] Google's Matt Cutts later confirmed that Google did in fact ban Traffic Power and some of its clients.[16]
Some search engines have also reached out to the SEO industry, and are frequent sponsors and guests at SEO conferences and seminars. In fact, with the advent of paid inclusion, some search engines now have a vested interest in the health of the optimization community. Major search engines provide information and guidelines to help with site optimization.[17][18][19] Google has a Sitemaps program[20] to help webmasters learn if Google is having any problems indexing their website and also provides data on Google traffic to the website. Yahoo! Site Explorer provides a way for webmasters to submit URLs, determine how many pages are in the Yahoo! index and view link information.[21]
[edit] Getting indexed
The leading search engines, Google, Yahoo! and Microsoft, use crawlers to find pages for their algorithmic search results. Pages that are linked from other search engine indexed pages do not need to be submitted because they are found automatically. Some search engines, notably Yahoo!, operate a paid submission service that guarantee crawling for either a set fee or cost per click.[22] Such programs usually guarantee inclusion in the database, but do not guarantee specific ranking within the search results.[23] Yahoo's paid inclusion program has drawn criticism from advertisers and competitors.[24] Two major directories, the Yahoo Directory and the Open Directory Project both require manual submission and human editorial review.[25] Google offers Google Sitemaps, for which an XML type feed can be created and submitted for free to ensure that all pages are found, especially pages that aren't discoverable by automatically following links.[26]
Search engine crawlers may look at a number of different factors when crawling a site. Not every page is indexed by the search engines. Distance of pages from the root directory of a site may also be a factor in whether or not pages get crawled.[27]
[edit] Preventing indexing
Main article: Robots Exclusion Standard
To avoid undesirable content in the search indexes, webmasters can instruct spiders not to crawl certain files or directories through the standard robots.txt file in the root directory of the domain. Additionally, a page can be explicitly excluded from a search engine's database by using a meta tag specific to robots. When a search engine visits a site, the robots.txt located in the root directory is the first file crawled. The robots.txt file is then parsed, and will instruct the robot as to which pages are not to be crawled. As a search engine crawler may keep a cached copy of this file, it may on occasion crawl pages a webmaster does not wish crawled. Pages typically prevented from being crawled include login specific pages such as shopping carts and user-specific content such as search results from internal searches. In March 2007, Google warned webmasters that they should prevent indexing of internal search results because those pages are considered search spam.[28]
Seo History
Webmasters and content providers began optimizing sites for search engines in the mid-1990s, as the first search engines were cataloging the early Web. Initially, all a webmaster needed to do was submit a page, or URL, to the various engines which would send a spider to "crawl" that page, extract links to other pages from it, and return information found on the page to be indexed.[1] The process involves a search engine spider downloading a page and storing it on the search engine's own server, where a second program, known as an indexer, extracts various information about the page, such as the words it contains and where these are located, as well as any weight for specific words and all links the page contains, which are then placed into a scheduler for crawling at a later date.
Site owners started to recognize the value of having their sites highly ranked and visible in search engine results. According to industry analyst Danny Sullivan, the earliest known use of the phrase "search engine optimization" was a spam message posted on Usenet on July 26, 1997.[2]
Early versions of search algorithms relied on webmaster-provided information such as the keyword meta tag, or index files in engines like ALIWEB. Meta-tags provided a guide to each page's content. But using meta data to index pages was found to be less than reliable because the webmaster's account of keywords in the meta tag were not truly relevant to the site's actual keywords. Inaccurate, incomplete, and inconsistent data in meta tags caused pages to rank for irrelevant searches.[3] Web content providers also manipulated a number of attributes within the HTML source of a page in an attempt to rank well in search engines.[4]
By relying so much on factors exclusively within a webmaster's control, early search engines suffered from abuse and ranking manipulation. To provide better results to their users, search engines had to adapt to ensure their results pages showed the most relevant search results, rather than unrelated pages stuffed with numerous keywords by unscrupulous webmasters. Search engines responded by developing more complex ranking algorithms, taking into account additional factors that were more difficult for webmasters to manipulate.
Graduate students at Stanford University, Larry Page and Sergey Brin developed "backrub", a search engine that relied on a mathematical algorithm to rate the prominence of web pages. The number calculated by the algorithm, PageRank, is a function of the quantity and strength of inbound links.[5] PageRank estimates the likelihood that a given page will be reached by a web user who randomly surfs the web, and follows links from one page to another. In effect, this means that some links are stronger than others, as a higher PageRank page is more likely to be reached by the random surfer.
Google opens headquarters in Buenos Aires, ArgentinaPage and Brin founded Google in 1998. Google attracted a loyal following among the growing number of Internet users, who liked its simple design.[6] Off-page factors such as PageRank and hyperlink analysis were considered, as well as on-page factors, to enable Google to avoid the kind of manipulation seen in search engines that only considered on-page factors for their rankings. Although PageRank was more difficult to game, webmasters had already developed link building tools and schemes to influence the Inktomi search engine, and these methods proved similarly applicable to gaining PageRank. Many sites focused on exchanging, buying, and selling links, often on a massive scale. Some of these schemes, or link farms, involved the creation of thousands of sites for the sole purpose of link spamming.[7]
To reduce the impact of link schemes, as of 2007, search engines consider a wide range of undisclosed factors for their ranking algorithms. Google says it ranks sites using more than 200 different signals.[8] The three leading search engines, Google, Yahoo and Microsoft's Live Search, do not disclose the algorithms they use to rank pages. Notable SEOs, such as Rand Fishkin, Barry Schwartz, Aaron Wall and Jill Whalen, have studied different approaches to search engine optimization, and have published their opinions in online forums and blogs.[9][10] SEO practitioners may also study patents held by various search engines to gain insight into the algorithms.[11]
http://en.wikipedia.org/wiki/Search_engine_optimization
Site owners started to recognize the value of having their sites highly ranked and visible in search engine results. According to industry analyst Danny Sullivan, the earliest known use of the phrase "search engine optimization" was a spam message posted on Usenet on July 26, 1997.[2]
Early versions of search algorithms relied on webmaster-provided information such as the keyword meta tag, or index files in engines like ALIWEB. Meta-tags provided a guide to each page's content. But using meta data to index pages was found to be less than reliable because the webmaster's account of keywords in the meta tag were not truly relevant to the site's actual keywords. Inaccurate, incomplete, and inconsistent data in meta tags caused pages to rank for irrelevant searches.[3] Web content providers also manipulated a number of attributes within the HTML source of a page in an attempt to rank well in search engines.[4]
By relying so much on factors exclusively within a webmaster's control, early search engines suffered from abuse and ranking manipulation. To provide better results to their users, search engines had to adapt to ensure their results pages showed the most relevant search results, rather than unrelated pages stuffed with numerous keywords by unscrupulous webmasters. Search engines responded by developing more complex ranking algorithms, taking into account additional factors that were more difficult for webmasters to manipulate.
Graduate students at Stanford University, Larry Page and Sergey Brin developed "backrub", a search engine that relied on a mathematical algorithm to rate the prominence of web pages. The number calculated by the algorithm, PageRank, is a function of the quantity and strength of inbound links.[5] PageRank estimates the likelihood that a given page will be reached by a web user who randomly surfs the web, and follows links from one page to another. In effect, this means that some links are stronger than others, as a higher PageRank page is more likely to be reached by the random surfer.
Google opens headquarters in Buenos Aires, ArgentinaPage and Brin founded Google in 1998. Google attracted a loyal following among the growing number of Internet users, who liked its simple design.[6] Off-page factors such as PageRank and hyperlink analysis were considered, as well as on-page factors, to enable Google to avoid the kind of manipulation seen in search engines that only considered on-page factors for their rankings. Although PageRank was more difficult to game, webmasters had already developed link building tools and schemes to influence the Inktomi search engine, and these methods proved similarly applicable to gaining PageRank. Many sites focused on exchanging, buying, and selling links, often on a massive scale. Some of these schemes, or link farms, involved the creation of thousands of sites for the sole purpose of link spamming.[7]
To reduce the impact of link schemes, as of 2007, search engines consider a wide range of undisclosed factors for their ranking algorithms. Google says it ranks sites using more than 200 different signals.[8] The three leading search engines, Google, Yahoo and Microsoft's Live Search, do not disclose the algorithms they use to rank pages. Notable SEOs, such as Rand Fishkin, Barry Schwartz, Aaron Wall and Jill Whalen, have studied different approaches to search engine optimization, and have published their opinions in online forums and blogs.[9][10] SEO practitioners may also study patents held by various search engines to gain insight into the algorithms.[11]
http://en.wikipedia.org/wiki/Search_engine_optimization
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