A recent theme in SEO is finding ways to appear natural. Search engines do not want the most optimized sites at the top of the search results. They want the best pages and best sites.
There are only so many things search engines can look at to determine the quality of a website. You can emulate many of them, but as search algorithms advance, it will continue to get more difficult. Inevitably, influencing people directly (instead of going after the algorithms) is going to have a higher ROI for many webmasters.
How do you create a natural linkage profile? Create something that lots of people link to without you needing to ask them. Build a real brand that will get people’s attention.
How do you write optimized content? Make the page title clear and then write content remarkable enough that people will want to reference it.
Saturday, May 10, 2008
Appearing Natural
Friday, May 9, 2008
Common SEO Abuse Techniques
There is no such thing as a perfectly optimized page. Search engines do not want to return the most optimized page, but the page that best satisfies the searcher’s goals.
If you have a page title and H1 header that are exactly the same, and all of your internal links and all of your inbound links from other sites pointing to that page use that same text, then that looks suspicious (like attempted ranking manipulation). As a result, the search engines may de-weight that or filter that out of the search results.
How do you minimize your risks and make your site more stable? It’s best to mix things up a bit and create something that markets itself. Or, try looking at things like a search engine engineer would.
There is a concept called poison words, where if you have things like link exchange, add URL, or link partners on a page, there stands a good chance a search engines may place less weight on that page or its outbound links. In the past, some common poison words were things like forum and guestbook. The more likely the content is to be of low quality or related to spam, the more likely search engines want to de-weight it.
Search engines may want to penalize the use of “spammy” sites using an H1 header, so instead people use an H2 header for the highest level header tag on the spammy sites. Maybe they look to de-weight site-wide links to the home page near the end of the page code using the exact same link text as the home page’s page title, so instead you link to the home page from earlier in the page code and/or use slightly different anchor text than your page title and most of your link profile.
Keep in mind that some of the search relevancy algorithms are genetic algorithms that train themselves to test the relevancy of new result sets, but humans still program them. Google wants to have a bias toward informational resources. Yahoo! will be more biased toward commerce. These biases can affect optimization, as well.
In addition, some guys like DaveN mention lots of subtle tips like the ones I just discussed. If you think like a search engineer, those techniques that are common in SEO and not so common on regular websites are the most likely to be de-weighted or penalized. Remember that optimizing content is about matching quality signs, but if you match too many too closely, it could send a negative signal.
When Algorithm Changes Occur
Your rankings will improve. They will also get worse. Many people rush off to change things right away when the algorithms change. Sometimes the search engines roll in new algorithms aggressively, and then later roll them back. They cannot fight off new forms of spam and determine how aggressive to be with new algorithms unless they sometimes go too far with them.
If you are unsure of what just happened, then you may not want to start changing things until you figure it out. Sometimes when algorithms are rolled back or made less aggressive, many sites still do not rank well because their webmasters changed things that were helping them. Nobody is owed a good rank, and just because a ranking temporarily changes does not mean that a site has been penalized. It is far more likely that the ranking criteria shifted and the site may not match the new ranking criteria as well as it matched the old ranking criteria.
One of the greatest SEO techniques is knowing when to do nothing at all. I had one client with whom I shared profit, but for whom I did not do much work after the first few months. Why? After I built his site up, he had a strong market position. I could have kept building many links, but it would not help him reach much more of the market. It would have added nothing but cost and risk. If you are too aggressive, it adds to the risk profile without adding much on the reward side.
Tim Mayer, a well-known Yahoo! search engineer, once mentioned that it did not make sense to bring a knife to a gun fight (when referring to how to compete for terms like Viagra). The opposite also holds true -- if you are using a shotgun, and the competing sites are using slingshots, then you stand a greater chance of being penalized.
All SEO techniques are just a balance of risk versus reward, and while you want to rank at or near the top of the search results, you probably do not want to use techniques that are exceptionally aggressive as compared to the other top-ranking sites if you intend to build a site for long-term profits.
Link Building
In the area of link building, there are many important factors to remember. After all, link building is the single most important part of achieving a high-ranking website in modern search engines. As such, there are many things that can significantly impact the growth and spread of links to your site:
• Make sure your site has something that other webmasters in your niche would be interested in linking to.
• Create content that people will be willing to link to, even if it is not directly easy to monetize. These linkworthy pages will lift the authority and rankings of all pages on your site.
• Create something that legitimate webmasters interested in your topic would be interested in linking to.
• When possible, try to get your keywords in many of the links pointing to your pages.
• Register with, participate in, or trade links with topical hubs and related sites. Be in the discussion or at least be near the discussion.
• Look for places from which you can get high-quality free links (like local libraries or chambers of commerce).
• If you have some good internal content, try to get direct links to your inner pages.
• Produce articles and get them syndicated to more authoritative sites.
• Start an interesting and unique blog and write about your topics, products, news, and other sites in your community.
• Comment on other sites with useful relevant and valuable comments.
• Participate in forums to learn about what your potential consumers think is important. What questions do they frequently have? How do you solve those problems?
• Issue press releases with links to your site.
• Leave glowing testimonials for people and products you really like. Oftentimes when the product owner or person posts the testimonials, they will include a link back to your site.
• Sponsor charities, blogs, or websites related to your site.
• Consider renting links if you are in an extremely competitive industry. Adult, gaming, credit, and pharmacy categories will likely require link rentals and/or building topical link networks.
• Mix your link text up. Adding words like buy or store to the keywords in your some of your link text can make it look like more natural linkage data and help you rank well for many targeted secondary phrases.
• Survey your vertical and related verticals. What ideas/tools/articles have become industry standard tools or well-cited information? What ideas are missing from the current market space that could also fill that niche?
• If you have a large site, make sure you create legitimate reasons for people to want to reference more than just your home page.
• If you are looking to hire an SEO, you may want to look at http://www.honestseo.com or feel free to ask me to recommend you to someone.
• Brett Tabke (owner of WebmasterWorld) wrote a quick guide worth looking at before building your site: http://www.webmasterworld.com/forum3/2010.htm
Thursday, May 8, 2008
Registering With Directories
Register your site with the major directories and second-tier general directories. Try to register with about a half-dozen to a dozen of the better general directories if you are targeting Google. If you are targeting the other engines first and can wait on Google, you may want to register with about twenty to fifty general directories.
Register with at least a couple local or niche-specific directories. Niche-specific directories are findable via search engines and some are listed at http://www.isedb.com, but you should check to ensure they provide static links before spending money registering your sites, although directories that rank well may deliver quality traffic even if they do not provide direct links.
Search for things like “<my keywords> + <add URL>” to find other niche directories.
Oftentimes I do not mind spending hundreds of dollars getting links from different sites (or directories) across many different IP ranges. Many of the second-tier directories charge a one-time fee for listing, and some of them allow you to add your sites free if you become an editor.
In my directory of directories, I have 50-100 general directories listed in the general directory categories. Most top ranking sites in mildly competitive fields do not have text links from fifty different sites pointing to them, so if you can afford it, doing this offers a huge advantage to you for your Yahoo! and MSN rankings, but you need to choose directories carefully when considering how TrustRank (explained in the Google section of this e-book) may effect Google.
If you are in more competitive fields and rent some powerful links, these listings in various directories can help stabilize your rankings when search engine algorithms shift.
Some directories I highly recommend are Yahoo!, DMOZ, Business.com, JoeAnt, Best of the Web, and Gimpsy.
