Updates on how Google ranks websites
Google’s search algorithms aren’t publicized, but there are several aspects that are common knowledge, with some of them being relatively new. As Search Engine Marketing (SEO) specialists, the DesignWorks team spends a great deal of time keeping up on the latest standards on how Google ranks websites. And when a site plays by Google’s rules, it’s much easier for the site to achieve a higher ranking in Google Search results. Over time, Google will continue to refine their search engine to produce higher quality results, and as we do in this article, DesignWorks will send out updates as to what we’re seeing.
Over the last several years, many SEO methods have fallen out of favor – usually due to Google devaluing them because they were used by too many SPAM sites. The first method that comes to mind is the META tag. META tags are small pieces of HTML code that are placed within a web page and are invisible to the visitor. META tags allow search engines to see what keywords and descriptions the website creator feels best describe the page. META descriptions are still sometimes used by Google to describe your page to the user, but the conventional theory is that keywords and description tags don’t influence the actual ranking of the page. Other search engines do use those tags for ranking, and since Google uses the description tag for display purposes only within the results (not ranking), we still recommend including META tags when pursuing a full SEO campaign.
Another HTML tag of much debate among SEO professionals is the “title” tag. The “title” tag tells the browser what the title of the page is so that it can be displayed on the window title bar and task bar. The title tag is also used by Google and other search engines as the title of the link to the site. The question that often arises is whether or not search engines look at the words in that tag for keywords to actually rank the page. Google’s official stance on the “title” tag is that they only look at it for the title of the web page for display purposes; however, some tests have suggested otherwise.
There are many other practices used in SEO campaigns that are harder to find solid information on, but it isn’t hard to tell they are not the best methods. Many low-cost web design and SEO solutions claim to be “SEO ready”, or offer a “full SEO package” at an extremely low price. These schemes employ a wide variety of methods, but they rarely employ the most important factors for success, such as quality content and a carefully-designed website. One of the most common methods, especially for sites made with Adobe Flash, is to use “word cramming.” As some quick background, Adobe flash looks good and adds eye-catching movement, but content within Flash isn’t readable by search engines. Thus, these types of sites have to resort to word cramming. Word cramming is the practice of placing keywords behind the content so they are invisible to the user but not to the search engines. To think that such a practice could outsmart all the brain power of a company like Google is pretty naive, and Google’s algorithms quite easily detect that type of word stuffing. When Google detects such practices, they greatly devalue the site for doing it. Just as common, is the use of “syndicated content.” Syndicated content is content that is pre-written and either legally or illegally re-posted on a website. Sometimes this pre-written content is changed to try to make it appear unique. Either way, the idea is to make it appear as though a site is regularly updating content on a page when it is not. Google will view such practices as the use of duplicate content. Using duplicate content (content that appears on multiple sites) can result in a large penalty for a site when being considered for search rankings.
While we’ve outlined those strategies that don’t work, there are still some that achieve amazing results. With a coordinated SEO campaign, including optimization and content creation, SEO still provides the highest return on investment over any other type of advertising. To get started with SEO or take an existing SEO campaign to the next level, send a message our way.
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