Importance of Search Engine Marketing
An important aspect of Search Engine Optimization is making your website easy for both users and search engine robots to understand. Although search engines have become increasingly sophisticated, in many ways they still can't see and understand a web page the same way a human does. SEO helps the engines figure out what each page is about, and how it may be useful for users.
Some are suspecting a massive Penguin update is about to hit, while others think it might be a Panda refresh and others think it is just Google's normal actions on link networks. It is almost impossible to tell without a confirmation from Google, for all we know, it can be all three or more.But Matt Cutt clear in his tweet that Panda 4.0 rolling out today.
You can design your website to be efficiently catalogued by Google, and you can specify which sites should be cached or ignored by Googlebots. Designing your Web site so that search engines see one thing and visitors see totally different content is called cloaking. This can be done with redirects or with programming, and it's strictly verboten.
Nobody likes to be tricked this way. If they're looking for a website on knitting, they'll be very ticked to end up on a website about horses. Or ads. Let's face it, the redirected site is never about anything fun.
Cloaking your Web site is a sure-fire way to get banned from Google and probably the worst thing you could do for Google.
2. Duplicate Content
Spam sites sometimes try to collect page views by duplicating the same content on multiple pages.
Don't copy and paste large amounts of text from your own pages, and certainly don't violate copyright by copying content from elsewhere. Google has been known to ban sites that duplicate too much content or at least severely penalize their ranking in search results.
This can occasionally cause problems, because some spamming Web site might be duplicating your content. If you find someone violating your copyright this way, you can let Google know.
3. Have a Robot Write Your Web Site
Just as it's a bad idea to duplicate content, it's a worse idea to get a machine to write your content for you. There are programs out there that duplicate the same content but make a few changes here and there. If Google catches you, and they're pretty good at catching this, you can kiss your page views goodbye.
Write your own content. That's as simple as it gets. Don't buy "instant AdSense" Web sites. If this really made lots of passive money, they wouldn't be selling them.
4. Add Keywords that Don't Relate to Your Content
Meta keywords aren't that important to Google anymore. However, when you list keywords, do list keywords that directly relate to your site, and don't repeat the same keyword multiple times. Spamming keywords by listing every word in the dictionary is a great way to have your ranking lowered in Google.
Likewise, don't use the trademarked names of products made by your competitors as keywords. At best it's a bad user experience, at worse it can get you sued by those competitors.
5. Link Exchanges and Bad Neighborhoods
Linking ordinarily would make you a good neighbor and a good citizen of the Internet. However, just because someone links to you does not obligate you to link back to them. Sometimes you do get judged on the quality of the friends you keep. Google calls spamming sites bad neighborhoods, and linking to them could lower your PageRank.
Link exchanging programs, paid link placement, and other schemes to manipulate PageRank are far worse sins. You may get away with it for a while, but eventually Google will catch onto the sceme, and your search results will drop like an anchor. This is essentially what happened in the JC Penny's incident. The SEO firm they hired (and subsequently fired) created an artificial web of links.
6. Hide Text
Don't try to hide keywords by making the background color the same as the font color. This is called keyword stuffing or font matching. Google and other search engines are increasingly sophisticated at catching this, and they'll likely remove any offending Web sites from their search engine index.
Likewise, watch how small you make the text. In a variation of keyword stuffing, some people try to put teeny tiny text at the bottom of a page. It doesn't work.
7. Title Stacking
The old way people used to cheat on this was to add extra <title> tags to try and add more keywords into the very important <title> field. The new way people try to do this is by adding titles with dashes "Pie Crust Recipes - Cherry Pies - Apple Pies - Peach Pies."
That sort of titling system was highly recommended by SEOs for a while, now it's very out of favor and will probably lower your search engine ranking.
These days you're better off figuring out a clever title for social media sharing instead of using it as a way to stuff in extra keywords.
8. Doorway Pages
Doorway pages or Gateway pages are pages that are optimized for one key term but are really designed to be gateways to lead you to different content. For instance the "blueberry," "strawberry," and "orange" gateways might all be designed to get you to go to "fruit punch."
Doorway pages usually have very little in the way of original content and often cloak or redirect users to the intended Web site. Be aware of affiliate programs, because some of these may look like doorway pages to Google.
9. Automated Inquiries
Google doesn't appreciate robots writing your content, and they're even less appreciative of robots checking your ranking. Automated Google queries and automated link submission are both against Google's terms of service, and both of them can get your site banned. They tie up computing resources for everyone.
Google heard complaints from users that if they click on a result and it’s difficult to find the actual content, they aren’t happy with the experience. Rather than scrolling down the page past a slew of ads, users want to see content right away.
How-to’s: Users looking for step-by-step instructions would find this type of content educational and easy to follow. How-to guides can be adapted to numerous industries.
“Top…” lists: Lists, such as “Top 10 SEO Tips” or “5 Best Ways to Write an Article,” are easily shareable on social media. They are often popular due to their brevity, clarity and usefulness.
Typeface: A particular design of type that include letters, numbers and symbols. Typefaces are often part of a type family of corresponding designs, for example, Times Roman, Helvetica and Courier.
Font: One style of typeface that has a specific weight, width and size.
Kerning: The adjustment of space between individual characters. This makes text more proportional and pleasing to the eye.
Tracking: Also called letter-spacing, this adjusts the space uniformly in a block of text.
Reverse guest blogging: Hire an established writer that is well-versed in the industry to write a post for your own blog.
Provide some expertise: Post an interview with an expert in your business, or give an interview as the expert.
Be social: Ask YouTube (or Vine, for a mobile audience) “celebrities” to collaborate on a video, such as a “how-to” or other educational guide.
- Google+ Authorship links a person with a Google+ profile to pieces of content they have written. Content can be spread across multiple websites.
- Google+ Publisher markup links a business/brand with a Google+ page with content on their own website. It can only link one Google+ page with one website.
Then add each site’s link to your Google+ profile under the Contributor To section.
Last year Google launched some pretty big design improvements for Search on mobile and tablet devices. Today they carried over several of those changes to the desktop experience. Google increased the size of result titles, removed the underlines, and evened out all the line heights. This improves readability and creates an overall cleaner look. Google also brought over our new ad labels from mobile, making the multi-device experience more consistent.