SEO consists of on-page factors (headline text, internal link text) and off-page factors (incoming links). Many experts suggest that it is the off-page factors - the links from other websites - that make all the difference on Google.
The on-page factors are the ones totally under your control. There is an awful lot to be said for creating unique content, with keywords in the body text, the headline text and the page heading text. Use related words too, as search engines are thought to recognise synonyms.
Internal links work well, especially when surrounded with contextual content and placed within the body of a paragraph. Links displayed in list form don’t seem to carry the same weight, but footer links can be a great help.
Creating good quality content has other advantages, as quality naturally attracts links from other websites (the main off-page ranking factor).
When we talk about links it isn’t so much the quantity, but the quality. Link quality means writing a link a certain way, using keywords as link text rather than the less-descriptive "click here". Distributing press releases online is one way to have control over your own off-page links and content.
Link quality is also about the quality - the authority - of the website linking to you. Incoming links can make all the difference in competitive markets, but only where link quality is good.
Links are important, but what use is a link to the BMW website now that it has vanished from Google? Moral: get your own house in order before seeking links. And think long-term. Invest in content to futureproof your website.
So, what do you need to avoid on pain of (search engine) death? Let’s start with doorway pages, which we can all agree are rubbish. Keyword stuffing web pages is also bad practice (the same goes for meta tags).
Be careful not to link to bad neighbourhoods, or to receive links from them. Do not use any kind of hidden link, such as white text on a white background (so users cannot see the link, but search robots can).
There are some technical considerations too. Validate your code, as accurate, error-free code is what search robots want to see. Accessibility is also likely to be a big factor in search rankings over the coming years, so make sure your website is W3C (WorldWideWeb Consortium) compliant.
Search engine optimisation is a long-term strategic option for companies that don’t want to keep paying for clicks (e-consultancy research shows that 83 per cent of search marketing spend in the UK is channelled into pay-per-click search, like Google adwords).
Remember that search engine optimisation isn’t so much a sprint but a marathon. And don’t be taking any short cuts along the way.
BMW said it was surprised by Google's action and that it was confident its site would soon be accessible again on the search engine.
Chris Lake is the editor of e-consultancy, a publisher of research and ‘how-to’ reports for internet marketers. Email: chris@e-consultancy.com
To have your own say on Google, visit the Times Online technology blog.
To read about how SMEs can ethically improve their web visibility, click here.
