Search Engine Spam: Useful Knowledge for the Web Site Promoter

Written by David Gikandi

Before getting started on using gateway pages and other HTML techniques to improve your search engine ranking, you need to know a little about spam and spamdexing. Spammingrepparttar search engines (or spamdexing) isrepparttar 128217 practice of using unethical or unprofessional techniques to try to improve search engine rankings. You should be aware of what constitutes spamming so as to avoid trouble withrepparttar 128218 search engines. For example, if you have a page with a white background, and you have a table that has a blue background and white text in it, you are actually spammingrepparttar 128219 Infoseek engine without even knowing it! Infoseek will see white text and see a white page background, concluding that your background color and your page color arerepparttar 128220 same so you are spamming! It will not be able to tell thatrepparttar 128221 white text is actually within a blue table and is perfectly legible. It is silly, but that will cause that page to be dropped offrepparttar 128222 index. You can get it back on by changingrepparttar 128223 text color inrepparttar 128224 table to, say, a light gray and resubmittingrepparttar 128225 page to Infoseek. See what a difference that makes? Yet you had no idea that your page was considered spam! Generally, it is very easy to know what not to do so as to avoid being labeled a spammer and having your pages or your site penalized. By following a few simple rules, you can safely improve your search engine rankings without unknowingly spammingrepparttar 128226 engines and getting penalized for it.

What constitutes spam? Some techniques are clearly considered as an attempt to spamrepparttar 128227 engines. Where possible, you should avoid these:

Keyword stuffing. This isrepparttar 128228 repeated use of a word to increase its frequency on a page. Search engines now haverepparttar 128229 ability to analyze a page and determine whetherrepparttar 128230 frequency is above a "normal" level in proportion torepparttar 128231 rest ofrepparttar 128232 words inrepparttar 128233 document. Invisible text. Some webmasters stuff keywords atrepparttar 128234 bottom of a page and make their text colorrepparttar 128235 same as that ofrepparttar 128236 page background. This is also detectable byrepparttar 128237 engines. Tiny text. Same as invisible text but with tiny, illegible text. Page redirects. Some engines, especially Infoseek, do not like pages that takerepparttar 128238 user to another page without his or her intervention, e.g. using META refresh tags, cgi scripts, Java, JavaScript, or server side techniques. Meta tags stuffing. Do not repeat your keywords inrepparttar 128239 Meta tags more than once, and do not use keywords that are unrelated to your site's content. Never use keywords that do not apply to your site's content. Do not create too many doorways with very similar keywords. Do not submitrepparttar 128240 same page more than once onrepparttar 128241 same day torepparttar 128242 same search engine. Do not submit virtually identical pages, i.e. do not simply duplicate a web page, giverepparttar 128243 copies different file names, and submit them all. That will be interpreted as an attempt to floodrepparttar 128244 engine. Code swapping. Do not optimize a page for top ranking, then swap another page in its place once a top ranking is achieved. Do not submit doorways to submission directories like Yahoo! Do not submit more thanrepparttar 128245 allowed number of pages per engine per day or week. Each engine has a limit on how many pages you can manually submit to it using its online forms. Currently these arerepparttar 128246 limits: AltaVista 1-10 pages per day; HotBot 50 pages per day; Excite 25 pages per week; Infoseek 50 pages per day but unlimited when using e-mail submissions. Please note that this is notrepparttar 128247 total number of pages that can be indexed, it is justrepparttar 128248 total number that can be submitted. If you can only submit 25 pages to Excite, for example, and you have a 1000 page site, that's no problem. The search engine will come crawling your site and index all pages, including those that you did not submit. Gray Areas There are certain practices that can be considered spam byrepparttar 128249 search engine when they are actually just part of honest web site design. For example, Infoseek does not index any page with a fast page refresh. Yet, refresh tags are commonly used by web site designers to produce visual effects or to take people to a new location of a page that has been moved. Also, some engines look atrepparttar 128250 text color and background color and if they match, that page is considered spam. But you could have a page with a white background and a black table somewhere with white text in it. Although perfectly legible and legitimate, that page will be ignored by some engines. Another example is that Infoseek advises against (but does not seem to drop fromrepparttar 128251 index) having many pages with links to one page. Even though this is meant to discourage spammers, it also places many legitimate webmasters inrepparttar 128252 spam region (almost anyone with a large web site or a web site with an online forum always has their pages linking back torepparttar 128253 home page). These are just a few examples of gray areas in this business. Fortunately, becauserepparttar 128254 search engine people know that they exist, they will not penalize your entire site just because of them.

How to Get Top Search Engine Positioning

Written by David Gikandi

There is a pervasive myth among web site managers that simply submitting your web site to hundreds of search engines will increase traffic to your site. Another myth is that simply inserting META tags in your Web pages will also increase your traffic. Both are just not true. So what works? Search engine positioning. That is by far your best and most affordable bet.

Consider these statistics: Over 95% of Web users find what they are looking for by visitingrepparttar top 6 search engines. Yahoo alone handled over 55 million searches and page views in December 1997. Many of these searches are forrepparttar 128216 products and services that you deal in, guaranteed! Everybody knows that even a few good positions on even one or two important keywords or phrases can drive thousands or hundreds of thousands of quality visitor traffic to a Web site per day. Research has shown that people hardly ever go pastrepparttar 128217 top 30 search results for any one search. The top 10 results receive 78% more traffic than those in position 11 to 30 do. The top 30 results get over 90% ofrepparttar 128218 search traffic. This alone explains why some sites do so well and others so disappointingly, and why it is so critical to be ranked highly.

So how do you position your web site atrepparttar 128219 top of search engine results? Use doorway pages. Doorway pages, also known as entry or bridge pages, are Web pages designed specifically to rank highly onrepparttar 128220 unique ranking algorithms of each search engine. The two best things about using doorway pages is that they cost far less than other promotional tools such as banner ads, and they work better when properly designed. There are two ways to go about creating doorways. You can either do it yourself or have someone do it for you.

If you decide to do it yourself, be prepared to invest a considerable amount of time on them - beatingrepparttar 128221 search engine algorithms is not an easy matter! You should also be prepared to make a number of doorway pages. You must make one doorway page per keyword or keyword phrase that you want to be positioned well in. For best results, depending on your site’s subject matter, you should target 10 to 50 keywords and keyword phrases. Usually, a page that ranks well on one engine may not rank well on other engines. Assuming that you want to make sure that you are ranked highly onrepparttar 128222 five top engines (AltaVista, HotBot, Lycos, Infoseek and Excite – Yahoo does not accept doorway pages), you have to make five versions of each doorway page, each optimized for a particular engine.

Knowing what it takes to make effective doorway pages is not hard – there are lots of good publications that now tell you exactly whatrepparttar 128223 search engines are looking for in a page that will rank highly. One ofrepparttar 128224 best guides to this is "Secrets to Achieving a Top 10 Position", a free 118 page manual that comes free with WebPosition software (see for details). The hard part is in actually creating these doorways! Basically, this is what it would involve:

First, you have to realize that ranking criteria varies from search engine to search engine. Most evaluaterepparttar 128225 placement of keywords or keyword phrases on various parts of your pages based simultaneously on all these criteria:

Prominence ofrepparttar 128226 keyword searched – how early in a page a keyword appears. Frequency ofrepparttar 128227 keyword searched – number of timesrepparttar 128228 keyword appears. Be careful about this. Simply repeatingrepparttar 128229 keyword will not work because grammatical structure and keyword weight also plays a role. Site Popularity – a few search engines consider how popular your site is when ranking. "Weight" ofrepparttar 128230 keywords – that isrepparttar 128231 ratio of keywords to all other words. Each search engine has a threshold. If your page crosses that threshold,repparttar 128232 engine labels it as spam and ignores it. Proximity of keywords – how close togetherrepparttar 128233 keywords are to each other, especially whenrepparttar 128234 item searched for is a phrase. Keyword Placement – these arerepparttar 128235 locations where an engine will look forrepparttar 128236 keyword, e.g. inrepparttar 128237 body, title, META tags, etc. Grammatical structure – some engines consider grammar in their calculations. They do this to make it harder for spammers to do their thing. Synonyms – some engines look for words similar in meaning torepparttar 128238 keyword. As you can see,repparttar 128239 ranking criteria is highly dynamic, using a complex algorithm that integrates allrepparttar 128240 above factors in various proportions and with various maximum and minimum values. An important criteria to look deeper into isrepparttar 128241 keyword placement criteria. These arerepparttar 128242 various places that engines look for keywords:

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