For those of you who have been living on an isolated tropical island paradise, or have been in prison, for the last few years and do not know, SEO stands for Search Engine Optimization. This term is a kind of a rubric, that rather than referring to one or two things that you can do to improve your listing, covers a wide range of possible actions and behaviors that can help you to grow your site in popularity and make you untold amounts of money. Essentially these are the actions that a site takes to cater to the searching algorithms that search engines use to determine which sites get a high ranking, and which ones land on the bottom of page 17 in the listings.
These tools can be a great thing. They can help you get your site straight to the top and bring you scores of readers, and if they are done well you can get the site to the top of the search engine results pages for several sets of related keywords, and not just one set. The name of the game here is popularity, and despite the fact that we had all hoped to get away from that when the senior prom was over, being popular still matters when you are online. The bottom line is popularity means ad revenues and that means power.
Since the world of search engines depends on algorithms, some of which, despite sounding very vague, are actually quite advanced, you have to be very careful what you do when you play with SEO tricks. Sure, some of them can raise your site up to the top spot, but others can drag you down without so much as a second thought. Choosing not just the right principles, but the right way to execute them, becomes the chief task of those people who choose to practice SEO.
That is right, you understood me just fine. You can use the right principles and still find yourself with a bad idea on your hands. This, in addition to being quite maddening if you think about it for too long, also means that you have to be extremely careful when you screen your ideas. Something that sounds like a great idea to begin with and is even based on a sound principle, can be a big no-no if you want to keep your site’s rankings up. That careful consideration is, of course, a sound practice in most areas of your life, but you should be sure that you don’t get suckered in.
That is not to say that I expect you to become an expert in the field overnight; even a seasoned professional would have to take a look at the details of the execution before deciding if this is a good plan or a bad plan. To help you get some judgment under your belt, we will talk about some of the techniques that have already been identified as a bad idea, despite the good principles that are behind them. Then we will talk a little about how to identify a bad idea on your own, because the bad ideas will always pop up in new forms now and again. So you will have to be ever vigilant before you try out anything new.
Link Building Via Service
When done in a genuine way, building links between sites is a great way to raise your listings. When you hire a service to do it, you have a problem, because you lose control. Unless the service that you use is extremely professional, very discrete and amazingly well connected, it is an absolute certainty that you should pass it by without a second glance.
When you give up control, especially to a service, you run the very serious risk of finding yourself linked with a site that is considered to be in a "Bad Neighborhood," which means that being linked to them will actually lower your rankings seriously. If you want to build links, you should do so in a controlled environment, and with sites that are relevant to your site’s content. Don’t go crazy and don’t get lazy.
When you ad a keyword to your site, whether it be in the META tags or, if you own a blog, in the visible tags, then those tags should always be relevant to your content, and never be just a random listing of words that you think will send search engines to your site. To be honest, you always want to keep these words short, sweet and non-repetitive; while many of the search engines have stopped using these words to place sites into the top section of the results, they have not stopped using them to rule sites out.
If your site’s META tag list seems like it came from the dictionary, then you will find your brilliant strategy to increase your rankings has lowered them instead. A similar trick is done with titles on a site. This technique, more commonly known as "Title Stacking," is another way of adding more keywords for the search engines to index, and they have caught on. Avoid both of these like the black plague.
This one sounds like it may be a good idea. You can make a lot of sub pages that direct to the information that your user wants to know, they get the information, and you get a lot of pages that can help to increase your rankings on a multitude of sets of key words. But this technique just makes most search engines upset, because these gateway sites have very little content on them, and their primary goal is to re-direct. I would suggest that you avoid this at all costs.
If you own content from another, similar site, or you are just getting content for the site from an article bank, you can run into these serious problems. Sites that are deemed to be using nothing but copy and paste content will run into problems with the engines right away, so if you are going to re-use content it should only be a small percentage of your site, and never on the main page. Also, as a side note, if you steal someone else’s content, you can end up getting your site removed wholesale. You also run the risk of getting sued.
Now that you have an inkling of some of the bad ideas, founded on good principles, it is time to talk about how you are going to learn to spot these ideas as they come up in the world of online content promotions.
To do this, you need to open up the hood and poke around at the idea’s mechanics to see if everything is in order, by asking some questions.
Question 1. Does this topic sound like any known bad practices?
Remember how I introduced title stacking as a sub-set of META tag abuse? That is because they have a set of similarities which make them sibling ideas. If you run across a sibling idea to one of the ones that you already know is a bad plan, then you should pass it by. No hesitation and no further questions needed.
Question 2. How does this serve the readers or the searchers?
If the only benefit is to the site, then the odds are that it will get you lowered. Search engines and sites are supposed to exist for end users. If the tactic causes an impairment to their finding what they want, then it will be used as a reason to knock you down. Search engines know where their money comes from, and it is not from you.
Question 3. Does this seem like spam?
If it is the kind of tactic that you would be annoyed to encounter, either while searching or in an e-mail, then you should probably skip it. No one likes a spammer, and the search engines are no exception to that statement. So if you have the distinct odor of spam in your nostrils, you should pass up this idea and go on to the next one.
Question 4. Does it just feel wrong?
Even if you can’t quantify the why of it, if an idea feels wrong for your site or for your conscience, then you should not use it, wither or not it will be treated negatively by the search engines. You have to trust you instincts and err on the side of caution.
Now that you know, you can be vigilant to keep your site from having its rankings lowered by an honest mistake that makes you seem like you are trying to do something that is evil – even though we both know that you would never, ever do a thing like that.