For your overall marketing campaign, a vital element is your website’s ranking on search engines, and to improve your link popularity, there are ways through legitimate methods. The Internet, unfortunately is populated by faking out search engines by bands of dishonest webmasters seeking to improve their link popularity.
Actually, search engines have figured this out, and now are on guard for sites with artificial methods and “spam” page to have increased their rankings. While a search engines tracks down such a site, that site is completely removed or demoted in ranking from the search engine’s index.
The bad news is that some completely above-board and high quality sites are being mistaken for these web page criminals. May be your page in danger of being caught up in the “spam” net and tossed from a search engine’s index, even though to deserve such harsh treatment you have done nothing. However, there are things you can do and not to do, which will prevent this kind of misperception.
Mostly link popularity is based on the sites quality you are linked to. For assigning website ranking google pioneered this criteria, and all search engines virtually on the Internet now use it. To go about increasing your link popularity, there are legitimate ways but at the same time you must be careful about which sites you choose to link to. Frequently, Google imposes penalties on sites that solely for the purpose in linked to other sites in order to boosting their link popularity. They have labeled these links “bad neighborhoods.”
In fact, when a bad neighborhood links to your site, you cannot be penalized; but penalty happens only when you are the one sending out the link to a bad neighborhood. But you must double-check all the links active on your links page to make sure you haven’t linked to a bad neighborhood.
First, just check out your pages whether you have linked or not to have been penalized. To do this, the most direct way is download the Google toolbar at http://toolbar.google.com. Then, represented by a sliding green scale on the Google toolbar, you will see that most pages are given a “Pagerank“.
To any site that shows no green at all on the scale, just do not link, especially when the scale is completely gray. It is likely that these pages doesn’t indexed or have been penalized. You may catch their penalty if you are linked to these pages, and it may be difficult to recover from the infection.
If those scale shows only a tiny sliver of green, there is no need to be afraid of linking to sites. These sites have not been penalized, and their links may grow in popularity and value. Just make sure that you closely monitor these kind of links to ascertain that at some point they do not sustain a penalty once you have linked up to them from your links page.
Beware with the use of hidden text. This is nother evil trick that illicit webmasters use to artificially boost their link popularity. Usually, in forming their rankings search engines use the words on web pages as a factor, which means that you have more of an opportunity to increase your search engine ranking if the text on your page contains your keywords, than a page that does not contain text inclusive of keywords.
By hiding their keywords in such a way so that they are invisible to any visitors to their site. For instance, they used the keywords but made them the same color as the background color of the page, such as a plethora of white keywords on a white background. With the human eye, you cannot see these words but the eye of search engine spider can spot them easily! A spider is the program search engines use to index web pages, and when it sees these invisible words, it goes back and boosts that page’s link ranking.
May be webmasters brilliant and sometimes devious, but search engines have figured these tricks out. As soon as a search engine perceive the use of hidden text, bang! the page is penalized. Sometimes the spider is a bit overzealous and will penalize a page by mistake. For instance, if the background color of your page is gray, and you have placed gray text inside a black box, the spider will only take note of the gray text and assume you are employing hidden text. To avoid any risk of false penalty, simply direct to assign the same color to text as the background color of the page.
Another potential problem is called “keyword stuffing“, that can result in a penalty. To have your keywords appear in the text on your page, it is important but sometimes to please those spiders you can go a little overboard in your enthusiasm. To determine if a site is trying to artificially boost their ranking, a search engine uses what is called “Keyphrase Density“. This is the ratio of keywords to the rest of the words on the page. Before it decides you have overdone it and penalizes your site, Search engines assign a limit to the number of times you can use a keyword.
It is difficult to surpass without sounding because of this ratio is quite high, so as if you are stuttering, unless your keyword is part of your company name. It is easy for keyword density to soar, if this is the case. So, if your keyword is “renters insurance”, for example, be sure you don’t use this phrase in every sentence. Carefully edit the text on your site so that the copy flows naturally and the keyword is not repeated incessantly. A good rule of thumb is your keyword should never appear in more than half the sentences on the page.
The final potential risk factor is known as “cloaking.” To those of you who are diligent Trekkies, this concept should be easy to understand. For the rest of you? Cloaking is when the server directs a visitor to one page and a search engine spider to a different page. The page the spider sees is “cloaked” because it is invisible to regular traffic, and deliberately set-up to raise the site’s search engine ranking. A cloaked page tries to feed the spider everything it needs to rocket that page’s ranking to the top of the list.
It is natural that search engines have responded to this act of deception with extreme enmity, imposing steep penalties on these sites. The problem on your end is that sometimes pages are cloaked for legitimate reasons, such as prevention against the theft of code, often referred to as “pagejacking.” This kind of shielding is unnecessary these days due to the use of “off page” elements, such as link popularity, that cannot be stolen.
Be sure you aware that absolutely no cloaking is acceptable. Make sure to understands that cloaking of any kind will put your website at great risk. Just as you must be diligent in increasing your link popularity and your ranking, you must be equally diligent to avoid being unfairly penalized. So be sure to monitor your site closely and avoid any appearance of artificially boosting your rankings.
Written by wowo on August 18, 2008 – 10:24 am - Posted in About SEO | 6 Comments »