Ethical Search Engine Optimisation: Natural Link
Ethical Search Engine Optimisation of SEO involve following the search
engines' guidelines as to what is and what isn't acceptable. Their advice
generally is to create content for the user, not the search engines; to make
that content easily accessible to their spiders; and to not try to game their
system. Google, for example, sees any attempt at manipulating PageRank as a
violation of their guidelines.
Google's algorithm is based on a citation index formula that is based on
the number and quality of the references to a web page as they occur naturally.
Any distortion of these natural link patterns to game the Google algorithm is considered a violation of their guidelines.
The best long term, ethical, strategy is collect natural links through the quality of your web.
UnEthical Search Engine Optimisation
As search engines operate in a highly automated way it is often possible for
webmasters to use methods and tactics not approved by search engines to gain
better ranking. These methods are hardly likely to be noticed unless an employee
from the search engine manually visits the site and notices the activity. Those
activities include:
Keyword spamming (or
keyword stuffing) involves the insertion of hidden, random text at the
bottom of a webpage. The inserted text usually includes words that are
frequently searched (such as "sex"), with the goal of increasing rankings and
access to large streams of traffic.
Spamdexing is the promotion of irrelevant, chiefly commercial, pages through
abuse of the search algorithms. Many search engine administrators consider any
form of search engine optimization used to improve a website's page rank as
spamdexing. However, over time a widespread consensus has developed in the
industry as to what are and are not acceptable means of boosting one's search
engine placement and resultant traffic.
Cloaking
refers to any of several means to serve up a different page to the search-engine
spider than will be seen by human users. It can be an attempt to mislead search
engines regarding the content on a particular web site. It should be noted,
however, that cloaking can also be used to ethically increase accessibility of a
site to users with disabilities, or to provide human users with more or less
equivalent content that a search engine would not be able to process or parse. A
good benchmark on whether a given act of cloaking is ethical is precisely
whether it enhances accessibility.
Link spam
is the placing or solicitation of links randomly on other sites, placing a
desired keyword into the hyperlinked text of the inbound link. Guest books,
forums, blogs and any site that accepts visitors comments are particular targets
and are often victims of drive by spamming where automated software creates
nonsense posts with links that are usually irrelevant and unwanted.
The following techniques are also widely acknowledged as being
spam, or "black
hat":
Long term SEO
Some SEO practices are likely to outlive others. The key to
successful long term SEO is targeting the same thing the search
engine is targeting i.e. relevant content for their users, and some
of it is surprisingly basic and obvious:
- Having clean, standards compliant websites that load quickly, are
content rich, and frequently updated
- Having websites that follow the web's simpler conventions (short and
descriptive titles, easy navigation, no disabling of browser buttons, no
keyword stuffing or other blatant SEO work)
- Having natural looking link building: A few links from directories, very
minimal reciprocal or three way linking, no apparent buying or selling of
links, no attempted PR manipulation (buying/selling/hogging), no outward
links to less reputable sites.
- Having no auto-generated nonsense content and no machine translated
content, but original, useful material
- Having no technical errors, no duplicate pages, a valid robots.txt, a
sitemap, and custom error pages
Search Engines are determinedly closed mouth about what works and what does work. But they do give guidelines on what constitutes good practice:
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