How Can Search Engines Help You with Your Business?Written by Dmitry Antonoff, Irina Ponomareva
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Rule 3: Play fair Do not get involved in unfair games with search engines. If you feel that your method is obviously deceptive, do not use it. Here are just some of widespread methods used by unscrupulous webmasters. Spam Let's assume that site owner wishes to make a page very relevant to a certain key phrase. The most obvious course to take is to include this phrase into a page copy as many times as possible. When it starts looking unnatural (that is, keyword density value becomes excessive), it will be regarded as a kind of spam (so-called keyword damping). This page will look odd both for human visitors and for search engines. Consequently, any WWW user will hardly wish to return to this page after having visited it just once, and search engines will be likely to penalise spam by reducing page's ranking. Using colours to hide multiple keywords, as a kind of spam Some web masters in their vain hope to deceive search engines go a step further. They make part of body copy, which is intended only for search engines, invisible (that is, of a colour identical or just a shade different from background color), or tiny enough to be indistinguishable (i.e., 1 or 2 pixels high). Modern search engines have become smart enough to detect such tricks, so we wouldn't advise you to use these methods. You might even win for a short time, but lose afterwards, because some search engines penalise spammers by excluding their web sites from their databases. Link farms Many site owners unite in so called link farms in order to artificially increase link popularity value. These are nothing but networks where everyone links to everyone else, concentrating on quantity of links and disregarding their quality. Their efficiency is very low. First, a page can deliver just a small part of its value to every page it links to within farm. If it contains too many links, this part will be worthless. Second, a page that contains links, just links, and nothing else but links, cannot be very authoritative for quite natural reasons. Besides, modern search engines analyse link quality in terms of web site relevancy, ranking link highly if it leads to a site devoted to similar issues. So, when you are looking for link exchange partners, choose those whose business is similar to yours. The sites of your partners, or web portals devoted to your business issues, are ideal for this. Cloaking This is a widespread technology that aims to deceive search engines . The point is, all known spidering robots recognised by their IP addresses or host names are redirected to a page that is specially polished to meet search engines' requirements, but is unreadable to a human being. In order to detect cloakers, spiders often come from fake IP addresses and under fictitious names. Also, users' feedback is collected, and if people too often find that a page's real content doesn't match its declared description, page is revised by search engine owners’ staff and runs risk of being penalised. Rule 4: Your site must be interesting Increasing number of pages included on your site, and quality of information you place on those pages, increases probability of getting good links to your pages. Interesting articles, and actual news concerning your business, will attract visitors' attention, and your site will be well-known and spoken of. If you gain a good reputation on Internet, your commercial success will be almost certain, and site will promote itself. Good site structure is also very important. If your site is created with basic usability requirements in mind, and is categorised well, users will enjoy visiting it. Every page should be easily accessed from home page, and plain text links are preferred. Thus, a search engine robot will experience no difficulties whilst spidering your site content, following links that lead from one page to another.
As you can see, merely having a website or running a company does not guarantee success. The demands of promotion, catering for conditions of your web site or brand recognition, popularity and attracting still more clients must be of prime importance. We have introduced you to majority of tools used for promotion of your business on Internet. These tools apply technologies that facilitate searching for desired resources. Evidently, website owners can be discouraged by multiplicity of web searching algorithms as this demands search engine optimisation and comprehensive spadework. So if you don’t think you can cope with this job, it is probably worth seeking a qualified Internet promoter or an Internet promotion company in order to gain good results at affordable costs. You will surely stand high in directories and search engines results and therefore increase traffic and number of potential clients your business has access to.
________________________________________ * Before HTTP protocol was invented (around 1989-1991) Internet was just a huge network consisting of FTP servers, and was used as a means of file exchange. There were no websites at all. first search engines mentioned in article ran via FTP and similar protocols. Only after Tim Burners-Lee had created HTTP protocol, did we get World Wide Web, and Internet acquired its actual shape. http://gsdtc.org/labhist.htm http://ieee.cincinnati.fuse.net/reiman/03_2000.html ** The first search robots that supported HTTP.
Dmitry Antonoff, 28. I've been with Magic Web Solutions ltd. (UK), Dartford, Kent, as a marketer and an SEO consuntant, since May 2003. I specialise in website promotion, and copywriting. I'm eager to share my experience with the Internet community. Irina, Ponomareva, 32. I joined Magic Web Solutions ltd. (UK), Dartford, Kent, on March 2003. I've been working as a web master, a developer, and an SEO specialist ever since.
Inappropriate Website Promotion MethodsWritten by Dmitry Antonoff, Irina Ponomareva
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Why Cloaking Is Always A Bad Idea (by Alan Perkins) Doorway pages These are pages specially prepared for search engines and contain a number of isolated key phrases which are designed solely to attract search engines and cover issues completely different from those of site proper. These pages are often concealed from human visitors with help of cloaking (as mentioned above), because they contain nothing of interest. Since it is necessary to hide fact that their content is meaningless, these pages need regular updating. However, programmers who are in charge of development of searching algorithms are constantly looking for new means of semantic analysis of a web page content. It is becoming more and more hard to create a really 'smart' doorway page that would successfully deceive those algorithms. August 2009: How Google beat Amazon and Ebay to Semantic Web The Semantic Web All this results in a waste of webmaster’s time and mental energy – energy that could be better spent on good activities such as optimising and polishing existing web pages and creating new ones with attractive, useful and relevant content. Multi-level marketing (MLM) The plan looks so simple. A certain web site raises its ranking in search engines listings due to receiving, say, five inbound links from other sites. Each of these sites aims at getting five links from some other sites, and so on. As a result, site which is on top of pyramid inherits value from all descending sites. So main goal of this kind of website promotion is reduced to merely clambering to top of this accurate and well proportioned structure. So why is it no good? First, this scheme needs to be well organised and managed by a person who is in charge of looking after pyramid, drawing new members and tracing their progress. If he or she decides to take fees for this job it may lead to a conflict of interests. Dragged into fight for reaching top of pyramid, webmasters will have less time for polishing web sites. Thus, pyramid structure destroys idea of ‘natural evolution’ of Internet, a principle that is widely speculated when discussing issues of web promotion. Visit Search Engine Watch and use following principle belonging to code of honour of search engine specialists: ‘Keep away from schemes’. http://www.searchenginewatch.com/searchday/article.php/3100291 Clickers False overstating of a website’s traffic statistics is another unfair method of web promotion. It suggests that resource is very popular among Internet users, although it is actually not so. The aim of this trick is to deceive potential buyers of website, rather than search engines, because site owners can gain maximum profit selling resource if they demonstrate high traffic for website. The so-called clickers are hired and instructed to do this job. They keep visiting web site several times a day on a regular basis for a modest fee (or free of charge if site owner is an undisguised cheater), each visit being recorded by a hit counter. A high stated popularity of a web site will increase its perceived value. Then, when contract is concluded and web site finds its new owner, number of visitors will drop, possibly to zero, as phantom visits will, unsurprisingly, stop. Indexing of a website on different servers In an effort to attract extra traffic, many people register several domains linking to one and same resource. But nowadays it makes no sense to duplicate web pages with different domain names but identical content, for modern search engines have learned to identify them. It can even result in being removed from indexes. It is difficult to avoid such troubles and stop a search engine robot from doubting originality of content at all web pages exposed to indexing. First of all, robot sees that resources are linking to each other and compares their headings, key phrases and content. Pages which look suspicious to it are processed by a special algorithm and deemed duplicated if: 1.they hold outbound links which lead to one and same resource; or 2.these links are equal to or less than 10 per cent different in number. Some search engines, for instance AltaVista, also employ this program when checking up their indices revealing pages which were entered there by mistake. Therefore, don’t be surprised if you find your duplicated web pages expelled from databases. Placing of duplicated pages on different servers is also regarded as an unethical way to promote a web site and is best avoided. However, if you find method essential and are not going to take foregoing advice, we offer these recommendations: 1.alter content on your web pages so that they look somewhat different; 2.slightly change headings, list of key phrases, and description; 3.make sure that at least 10 per cent of number of links on your pages is not identical. Conclusion Even though there are many legitimate and efficient methods of web site promotion, many people find unethical ones more attractive. Disregarding web surfers’ interests, they attempt to deceive search engine itself in an effort to make it place their resources nearer top of a listing. Most of all, they concern themselves with visitors’ clicks, thus transferring money to a site owner’s purse. Left unchecked, such unscrupulous practices will be counterproductive. The reason? The web will be driven into chaos and cheating will prevail, thus making it a battlefield for ‘intellectual’ confrontation between crafty webmasters and developers of special algorithms to resist their tricks. As war is fought, both sides will make small gains which will instantly be swallowed up by newer ideas. In no man’s land will be frustrated users of Internet, gradually losing faith and trust in medium and starting to switch off. We are convinced that it is preferable to work towards better quality, more interesting web pages, polished, usable sites and improved services. The result will be well-deserved brand recognition and insistence, and sites will promote themselves.
Dmitry Antonoff, 28. I've been with Magic Web Solutions ltd. (UK), Dartford, Kent, as a marketer and an SEO consuntant, since May 2003. I specialise in website promotion, and copywriting. I'm eager to share my experience with the Internet community.
Irina, Ponomareva, 32. I joined Magic Web Solutions ltd. (UK), Dartford, Kent, on March 2003. I've been acting as a web master, a developer, and an SEO specialist ever since.