ACtion Magazine - September/October 2013 - (Page 10)
Don’t waste your time
Angie Kilbourne,
AAM
Keyword stuffing, doorway pages and sneaky redirects
will get you nowhere with the search engines.
10
ACTION • September/October 2013
Chart Source: Search Engine Watch
I
speak with a number of small business owners about
seeing. In other words, giving different results to different types
website development, Internet marketing and search engine
of page visitors is a no-no in the eyes of Google and Bing.
optimization (SEO), and it’s alarming how many of these
4. Sneaky redirects are used on pages to automatically
business owners think they can circumvent Google’s and Bing’s
detect search engine bots and provide them with one set of
page ranking algorithms and standards to get to the top of PAGE
content or metadata, but will redirect human visitors to a totally
ONE. Let me explain the sobering truth:
different page with different, undesired or
SEO work takes time, and using tactics
unexpected content. The search engines
to “beat” the system can get your search
treat these like cloaking practices.
Read and understand Google’s
engine ranking reduced — or worse, get
5. Selling links will get your ranking
your website banned completely from the
dropped, as well as your sponsor’s. If you
and Bing’s Webmaster
search pages.
are posting linked content to your site and
guidelines to save yourself a
What’s most disturbing is that these
have received anything in exchange for that
business owners don’t even understand
link — money, product, gifts, etc. — you
trip to SEO jail.
that what they are doing is wrong in any
must add a no-follow attribute to your link
way. They’ve heard others talking about
tag (rel=”nofollow”). Leaving it off will
how they got to Page One and think these tactics or maneuvers
get you and your sponsor into hot water. A large number of
are standard practices among the industry. Still not sure what I’m bloggers have recently found themselves dropped from search
talking about? Let me spotlight some of these “SEO Don’ts” for
engine results by not following this standard practice.
you:
Your best course of action is to first read and understand
Google’s and Bing’s Webmaster guidelines, at www.google.com/
1. Keyword stuffing encompasses a number of banned
webmasters/ and www.bing.com/toolbox/webmaster/, respectively.
tactics, such as:
Your business’s reputation is built on honesty and fairness to
• Hidden text that is the same color as your Web page’s
your customers. Make sure your website SEO practices reflect
background.
that same mission. ❆
• Lists of phone numbers, ZIP codes, cities or states that
provide no substantial contribution to the site’s content
except to boost page rank.
• Repeating the same phrase over and
over again in an unnatural manner: “We
provide automotive air conditioning system
repair and maintenance. If your automotive
air conditioning system needs service or repair,
please contact our automotive air conditioning
system experts at …”
2. Doorway pages on a website have
almost identical content, but include specific
city or location names to boost rank in
targeted locales. Another form of this practice
is to purchase multiple domains that are
similarly worded but include different city/
location names in the URLs. The domains
are then all pointed to the same Web page.
3. Cloaking refers to the practice of
presenting different content to human visitors
vs. search engine bots. This can be achieved
A June 2013 study by online ad network Chitika found that the number one Page
by presenting static or Flash images to
One rank in search engine results gets 33 percent of that keyword’s traffic. Second
human visitors, while search engine bots
position gets 18 percent. The study also found that being in the number one
are given metadata or tag information that
position of pages 2, 3 or 4 also provides more clicks than the remaining positions
in no way refers to what people actually are
on those pages.
http://www.google.com/webmasters/
http://www.google.com/webmasters/
http://www.bing.com/toolbox/webmaster/
Table of Contents for the Digital Edition of ACtion Magazine - September/October 2013
ACtion Magazine - September/October 2013
Contents
Outlook
Freeze Frame
Virtual View
Leonard’s Law
Cooling Corner
Member Profile
News & Updates
Special Update on R-1234YF
Technician’s Operating Procedure
Emergency Business Plans
Association News
Quick Check
New Products & Services
Last Watch
ACtion Magazine - September/October 2013
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