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Protecting Your Search Engine Rankings
by
SomPurna
(C) SomPurna E-Com Solutions. All Rights Reserved
http://www.sompurnahomebusiness.com
In today's
world, it seems that almost any topic is
open for debate. While I was gathering
facts for this article, I was quite
surprised to find some of the issues I
thought were settled are actually still
being openly discussed.
Is everything making sense so far? If
not, I'm sure that with just a little
more reading, all the facts will fall
into place.
Your website's ranking on search engines
is a vital element of your overall
marketing campaign, and there are ways
to improve your link popularity through
legitimate methods. Unfortunately, the
Internet is populated by bands of
dishonest webmasters seeking to improve
their link popularity by faking out
search engines.
The good news is that search engines
have figured this out, and are now on
guard for "spam" pages and sites that
have increased their rankings by
artificial methods. When a search
engines tracks down such a site, that
site is demoted in ranking or completely
removed from the search engine's index.
The bad news is that some high quality,
completely above-board sites are being
mistaken for these web page criminals.
Your page may be in danger of being
caught up in the "spam" net and tossed
from a search engine's index, even
though you have done nothing to deserve
such harsh treatment. But there are
things you can do - and things you
should be sure NOT to do - which will
prevent this kind of misperception.
Link popularity is mostly based on the
quality of sites you are linked to.
Google pioneered this criteria for
assigning website ranking, and virtually
all search engines on the Internet now
use it. There are legitimate ways to go
about increasing your link popularity,
but at the same time, you must be
scrupulously careful about which sites
you choose to link to. Google frequently
imposes penalties on sites that have
linked to other sites solely for the
purpose of artificially boosting
their link popularity. They have
actually labeled these links "bad
neighborhoods."
You can raise a toast to the fact that
you cannot be penalized when a bad
neighborhood links to your site; penalty
happens only when you are the one
sending out the link to a bad
neighborhood. But you must check, and
double-check, all the links that are
active on your links page to make sure
you haven't linked to a bad
neighborhood.
The first thing to check out is whether
or not the pages you have linked to have
been penalized. The most direct way to
do this is to download the Google
toolbar at http://toolbar.google.com.
You will then see that most pages are
given a "Pagerank" which is represented
by a sliding green scale on the Google
toolbar.
Do not link to any site that shows no
green at all on the scale. This is
especially important when the scale is
completely gray. It is more than likely
that these pages have been penalized. If
you are linked to these pages, you may
catch their penalty, and like the flu,
it may be difficult to recover from the
infection.
There is no need to be afraid of linking
to sites whose scale shows only a tiny
sliver of green on their scale. These
sites have not been penalized, and their
links may grow in value and popularity.
However, do 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.
Another evil trick that illicit
webmasters use to artificially boost
their link popularity is the use of
hidden text. Search engines usually use
the words on web pages as a factor in
forming their rankings, which means that
if the text on your page contains your
keywords, you have more of an
opportunity to increase your search
engine ranking than a page that does not
contain text inclusive of keywords.
Some webmasters have gotten around this
formula by hiding their keywords in such
a way so that they are invisible to any
visitors to their site. For example,
they have 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.
You cannot see these words with the
human eye - 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.
Webmasters may be brilliant and
sometimes devious, but search engines
have figured these tricks out. As soon
as a search engine perceive the use of
hidden text - splat! the page is
penalized.
The downside of this is that sometimes
the spider is a bit overzealous and will
penalize a page by mistake. For example,
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
your webmaster not to assign the same
color to text as the background color of
the page - ever!
Another potential problem that can
result in a penalty is called "keyword
stuffing." It is important to have your
keywords appear in the text on your
page, but sometimes you can go a little
overboard in your enthusiasm to please
those spiders. A search engine uses what
is called "Keyphrase Density" to
determine if a site is trying to
artificially boost their ranking. This
is the ratio of keywords to the rest of
the words on the page. Search engines
assign a limit to the number of times
you can use a keyword before it decides
you have overdone it and penalizes your
site.
This ratio is quite high, so it is
difficult to surpass without sounding as
if you are stuttering - unless your
keyword is part of your company name. If
this is the case, it is easy for keyword
density to soar. So, if your keyword is
"renters insurance," 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.
To be on the safe side, be sure that
your webmaster is aware that absolutely
no cloaking is acceptable. Make sure the
webmaster 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.
Knowing enough about Protecting Your
Search Engine Rankings to make solid,
informed choices cuts down on the fear
factor. If you apply what you've just
learned about Protecting Your Search
Engine Rankings, you should have nothing
to worry about.
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