Posted by simarp in : Google, SEO ,
What is Google and what is its claim to fame? Answer is bound to be “Google is a search engine with a few significant and insignificant properties tied to it as an appendage”. I am sorry, this is a wrong answer. Google has always been in awe of huge destination site focus of Wikipedia and slowly Google has been integrating Wikipedia with itself. While Google was at it, it also started slowly integrating destination site features on its own, albeit current and happening. For instance, weather of different cities, flight schedules, time, name of head of states and so on. Google watchers, including this blogger, correctly interpreted Google’s desire to solve many “problems on its own” and reported it as and when they sighted it.
Why is Google doing it?
Google is doing it to keep traffic to itself and be seen as smart and up-to-speed with knowledge and information needs of today. Google is also doing it for your next subsequent business query. Yes, there is business out there. If you are checking weather or time or flight schedule, there is a high degree of propensity for you to search for travel, hotels and other such “high advertising rate” travel key-phrases. Google understands that it is traffic arbitrage which several made-for-adsense websites do and has learned from them. Google now does traffic arbitrage itself. It desires to convert non-commercial queries to proper business transactions.
How is Google doing it?
Google is re-imagining SERP. Yes, the money spinner Search Engine Result Page is being elaborately re-purposed for making more money for Google. Google is moving beyond in-your-face advertising by embedding business, and it has succeeded in almost 50% plus “vaguely and seriously” travel-focused search queries. A couple of years back I had written an article on “Top 10 things to do in Sydney”, since then it is one of my search terms to check how various Google algorithms respond to server, content, update, photographs and proximity. Base of this study is this search term which I used. My reaction was, “Google’s nailed it. Here goes millions of dollars of SEO money, traffic arbitrage ends in one more segment”.
Has SEO traffic arbitrage been given a body blow?
Yes, it has been, but it may just survive. Countless integration events and re-imagining SERP by Google have made this hugely income-oriented technical SEO a very risky proposition and is going to take it to the next level. Google has started working on killing “Top 10 segment”, which indeed was very profitable but then there is life beyond that. Hundreds of thousands of special purpose top 10 websites would slowly start folding. These websites have done lot of hard work in growing this segment. Of course, Google gets to keep a large chunk but there would still be a lot left on the table to chew.
Who would get to chew what Google leaves on the table?
Current and credible websites which consistently update themselves would get huge cuts from this pie. Google is re-purposing content, not creating it. Hence, the creators with their magicians wand can spin a magic. Integrated multimedia content is likely to call the shots and Google is definitely going to work with them. The question is just about to change from – Are you solving a problem for Google? to Are you the best solution for this problem?
Are you the best solution for this problem?
Google just moved the bar significantly higher and, having done that, changed the question. Many summers ago it ceased to be about content, it became about solving the problem. Now with zillions of solutions around and basic solutions embedded by Google itself, being the best solution is key to surviving and thriving. To be “the best among zillions”. For the best solution, one is required to slice and dice the problem in several parts and fragments and offer solution for each of them. That is going to be the differentiation which is gonna keep cash registers running. A lot more questions need to be asked before content goes to drawing board now.
Google is the New Age Wikipedia,____ might as well learn quickly to live with it.
Posted by simarp in : Search Engines, SEO, websites ,
Posted by simarprit in : Search Engines, SEO, Uncategorized ,
Do SEO lessons from over 2 decades of its history still hold ground? Does it make any sense to invest in doing static content? If it is photograph you wish to get popular, go to Instagram, right? Videos and YouTube are synonyms, right? All of the above questions have same answer Yes and No. Let us look at them one by one.
Do SEO lessons from over 2 decades of its history still hold ground? Some do, most don’t. Fundamental question which needs to be answered while doing SEO remains – What unique problem are you solving? If you can do an elevator pitch sort of answer to this question, SEO would work for you. If your answer goes like “Yes, but, but I still think…” Just drop it, SEO is not going to help. For example if your content says “There are numerous reasons why India is not growing by 10% and above….” you are not solving a problem, SEO won’t work. If your content reads “Primary reason why India is not growing by 10% and above is its very high level of corruption, other reasons are…” you are solving a problem, your SEO is done. Lessons which don’t hold good are:
Gaming Google – Doesn’t work, today’s Google is very smart, not yet foolproof but almost there. it is very focused and very mean, it is under pressure too. So, if you are gaming Google, you are ensuring that Google’s fails in front of its users, which Google just can’t afford today. So no gaming Google.
Stuff basic information – Who, When, Where, Why, How – and you are done. This no longer works. Google is ensuring that for every Who, When, Where, Why, How – which hits big number, Google embeds solution on SERP itself at number one position. You are gone. Google fulfills that need and closes the chapter. Adding flight schedules, addresses, zip-codes, weather are all pass. Google embeds almost 20% results of total queries in its SERP now.
Image Size Manipulation – No. Google’s image recognition system today is empowered, it identifies size manipulation and treats it as spam. -30, -50 – whatever follows.
Does it make any sense to invest in doing static content? Yes, it does and No it doesn’t. Why Yes? If your content caters to an emerging segment and what all to see and in that segment you have a first mover advantage and your content has citation about authenticity, you are home. Writing about – Where is Taj Mahal? How to reach? What to see? No, it is not going to work. Google has trusted providers which have been verified by users, that already solve a problem to Google’s satisfaction, so please don’t waste time.
If it is photograph you wish to get popular, go to Instagram, right? Yes, but you just can’t ignore Google. Google’s updated search relevancy to image search mapping is very powerful. Almost 30% generic searches show up an image. On around 5% searches images come in 3 rows and all content is pushed down. Image optimization ensures traffic.
Videos and YouTube are synonyms, right? Google runs Search, Google owns YouTube, all the more reason to ensure your YouTube videos are optimized on Google. Not that people would come looking for videos, but because google shows up videos where it thinks the query actually needs a video result. If search term is Elephant Safari, Google goes to YouTube to look for an Elephant Safari video and show it to you. If your videos is Google optimized, you get to be picked up. Works.
SEO remains a powerful economical traffic generation tool, now it even comes with many “How to use Google” third-party manuals. Read them all. No harm.
I am a part of training session, this is series of thoughts which are passing through my mind as the trainer is going through his slides.
- Understanding definition of search engine is essential
- Search engines are nothing without the BOTS which do the job of crawling around from them and populating them
- Query mapping has a role to play, query mapping works on the basis of Search Engines algorithm applicable at that time.
- Cache of websites play a role but with social media penetration that role is changing quickly. Now you can get many results without the search engine cache being updated
- Algorithms work on essential parameters – 1. Tags (Title, Description, Keywords) and H1 tags are essential parts of it
- Giving a correct result is priority and purpose of a search engine
- For a search engine it is important to focus on freshness of the content. A usefulness of a search engine depends on its ability to aggregate User Generated Content from numerous sources and process them on the basis of merit
- Assigning of weights is becoming a bigger challenge for search engines
- More unique the content, more need by search engines to have you there. It is also important to keep in mind the users of these unique content and their needs to be mapped against current availability
- Size of page matters to the BOT and to the surfer
- Images right sized and properly tagged are a permanent asset to SEO
- Relevancy Matrix remains a yardstick for search engines to capture a holistic view of the website
- Domain Age helps to a certain degree only. At one point of time it was very important. Domain name generic attributes remain important.
- Links from and to your site make the neighborhood you belong too. And neighborhood matters. Good neighborhood matters to a good extent.
- What do you want the user to do on your site, it is important to know and plan on how much time you want your user to spend on the site.
- Hidden text can hurt big time, you can’t have a strategy of cheating a search engine while defining your SEO plan.
- No of links on a page have two parts to play, allow BOTS to create map for crawling and allow users to navigate
- Your understanding of your domain name makes a difference to your SEO strategy. Try to read your domain in staggered words not initially intended. If your domain name is IndianaProfile. It would read also as IndianAProfile
- Search Engines can read dynamic codes now and they do. It is not a question of reading dynamic code, it is a question of reading data held in tables and deriving it the same way a surfer would do while doing natural navigation
- If you map your structure with Yahoo/ Google or DMOZ directory structure the site would have a tested and proven navigational approach
- Is your layout talking in the same language as a bot would like to hear
- Navigational steps should be well documented and should carry the objective through and through
- I am sure Google does consider everything good about your site including Meta Description and Meta Keywords
- Multiple usage of a word in a long URL may not hurt you with search engines. Adjacency matrix of a search engine usually works on content but he same matrix may have a use in mapping out URL stuffing.
- Search Engines are based on fundamentals, it doesn’t matter if the site is on WordPress or on Drupal or on Joomla it treats all of them as a “Content Management System” and works it s way around the, A searchengine needs content in a structured manner and any CMS does that. So fundamentally any bot or serachengine would move the world to talk to any popular CMS and reach to all its inside folds.
- Junk on your site is your junk and search engines are bound to hate it. Keep the trash out and keep your site clean.
- Site-maps help and having them updated would help you big time at every stage
- Broken link audit of your site should be part of the job. If you are the owner and there is a team which works on the site, make sure you check manually the homepage for important links
Thank you Manish
Posted by simarprit in : Domain Names, Google, Search Engines, SEO, Uncategorized ,
Working further on understanding Domain Name and its growing importance within Google, I went back to the basics: A for Apple.
When you search for Apple in Google, Google is 100% certain that you only want to know about Apple Inc and their products. So eight of ten results are from http://apple.com – try this http://uurl.in/Apple – the other two results are from Slashdot and Yahoo and both are again about Apple Inc. Now where does this leave the poor Apple, I mean Apple the fruit, I mean Apple the inspirational fruit behind Apple Inc – no where.
So what would have I liked, Google should create, or maybe even now has “A Conflict Filter”
Conflict Filter can be a web 2.0 creation allowing surfers to suggest serious conflicts, like this one – which dries up all juices from the real apple. This conflict filter can then act as a base for forking and offering a choice, maybe splitting the screen to show two important conflicting terms. The results on Apple Inc can be in one window and the results on Apple the fruit can be in another window and if possible accommodate a third window which covers images of the two conflicting results.
If A is for Apple Inc, O is for anything but Orange the fruit in Google search results. B for BAT throws the first result as BAT.com the British American Tobacco Company website, fortunately the wikipedia result quickly follows at number two and saves Bat the mammal. Wikipedia also comes to the rescue for Cat the cat, but looses first position to ironically Caterpillar, yes it is Caterpillar Inc, which owns the domain cat.com
Google has been taking the challenges head on and I am sure something exciting would cover up for this.
Posted by simarprit in : Google, Search Engines, SEO ,
This one is a self-assigned project to understand how Google works for a “yet another surfer”
- Lovely adaptation for Valentine’s Day – Google logo played around looks good.
- Search term: Indian restaurant in San Jose ca
- Google Search or I’m Feeling Lucky
- I’m Feeling Lucky
- Wow – takes me to Yahoo local – http://local.yahoo.com/CA/San+Jose/Food+Dining/Restaurants/Indian+Restaurants
- I like what I see. I am done. 10/10
- Google Search
- I am happy with what I see, Local results and also with the first few listings. No spamming
- Results 1 – 10 of about 20,800,000 for Indian Restaurant in San Jose ca. is misleading – A higher degree of semantic search deployment may make results and selection more meaningful.
- Let me try…
- “Indian Restaurant” + “San Jose ca”
- Results 1 – 10 of about 15,100 for “Indian Restaurant” + “San Jose ca“. Great, this is a more realistic number of content pages which can exist for this particular search term
- Image search for the term in 12. doesn’t excite me at all. http://images.google.com/images?hl=en&q=%22Indian%20Restaurant%22%20%2B%20%22San%20Jose%20ca%22&um=1&ie=UTF-8&sa=N&tab=wi – maybe the SEOs don’t consider it worthwhile to work on keeping this one structured
- Let us opt for Maps for the term as in 12. Nice, neat, useful – http://maps.google.com/maps?q=%22Indian%20Restaurant%22%20%2B%20%22San%20Jose%20ca%22&sa=N&hl=en&tab=fl
- News – fr the term as in 12. makes me no wiser – http://news.google.com/news?q=%22Indian+Restaurant%22+%2B+%22San+Jose+ca%22&hl=en&sa=N&tab=ln – This is not expected, there should be some news, maybe
- 20 adds and no results when you opt for the Shopping tab – http://www.google.com/products?sa=N&tab=nf&q=%22Indian%20Restaurant%22%20%2B%20%22San%20Jose%20ca%22 Is it right? – Yes and No. Yes because technically one doesn’t go to shop at restaurants. No because there are twenty advertisers showing up.
I am loving it. Would be back with more shortly…
Posted by simarprit in : Microblogging, SEO, Twitter ,
Just attended a session on Twitter and Brand Building. Some quick takeaways:
- Define and document who do you want to be seen as
- Define and document “who all” (you desire) see you around
- Be simple and upfront
- Let your tweets add value
- Never Spam
- Never pile on
- Remember you are in a cloud – be proactive, but don’t be pushy
- No bursts of tweets – regular, routine, habit forming approach is better. You’ve belong to the community and not be a guest.
- Communication is important. If you are communicating, you are listening and talking, you are reacting and agreeing, reacting and disagreeing. In short participation is important
- Have a precise profile
More to come…
Posted by simarprit in : Internet, Search Engines, SEO, websites ,
SEO – Search Engine Optimization Basics
- What is SEO? – To make your website cut through the clutter and deliver business is SEO.
- What is this clutter all about? - Everyday hundreds of thousands of web-pages are born, each with an expectation to deliver results and be on the top. This is the clutter. Fifty five million pages on Google respond to the words – What is SEO and over 136,000 pages are working precisely to be on the phrase “What is SEO?”. This page, once posted would add yet one more page to this clutter.
- How does a website deliver business? - If you know your business, half the job is done. Congratulations! Now for the other half, you need to cut through some jargon’s and face several challenges. SEO is one of the many challenges and definitely not the only challenge. SEO only helps you to get the eyeballs to move to your website, for your website to deliver business, you would have to attend to those eyeballs to convince the rest of the body to do business at your website. You would also need to get the RIGHT EYEBALLS and not yet any eyeballs. Landing Page is the page where your SEOed eyeballs land. SEO job ends and the landing page’s job begins. Many SEOs (the individuals who do the SEO) consider Landing Page as a different subject, however, no SEO strategy can succeed without a functional landing page. Landing Page is a marriage between the two half’s of online business – your business knowledge and your website’s effectiveness, it is the place where the SEO meets business and each order is an offspring of this marriage.
- So who should do the landing page? - The landing page should always be done by the business, it should have inputs from sales, marketing, production, dispatch, finance and every-other department which keeps your business running. The business should ask the SEO company or the inhouse SEO professionals - zillions of questions and incorporate SEO essentials to the landing page. An SEO firm doesn’t know your business, so take their inputs, look at the landing pages of your competitors and write down your essentials for the landing page. You may also study specific challenges on Landing Page Optimization.
- What do we mean when we say Organic Search Results? - Let us step back and understand the origin of this phrase. As per Wikipedia – “Organic farmingis a form of agriculture that relies on crop rotation, green manure, compost, biological pest control, and mechanical cultivation to maintain soil productivity and control pests, excluding or strictly limiting the use of synthetic fertilizers and synthetic pesticides, plant growth regulators, livestock feed additives, and genetically modified organisms”. Now let us check what Wikipedia has to say about Organic Search – “Organic search results refers to those listings in search engine results pages that appear by dint of their relevance to the search terms, as opposed to their being adverts”. I would phrase it very differently: Organic Search Resultsare the snippet listings from those webpages which are most likely to focus on the searched term, the order of organic search results is reflected by the user friendly projection of the relevance of the webpage to the various automated programs (robots/spiders etc) which visit the page periodically, organic search results explicitly exclude cloaking (projecting what you are not to the robots/ spiders), paid link building and Black Hat (Illegitimate means of projecting your page) SEO techniques. So what do we call those results which show up in Organic Search results using Cloaking, Black Hat and Paid Linking – They are fakes.
- How important are Keywords to SEO? – To understand SEO Basics well, it is important to understand and underline the difference between Keywords and Key-phrases. Keywords are essentially the words on which you would like your site to come-up on SERPs (Search engine Result Pages), for instance if your business is all about selling birthday favors, your keywords would be, amongst others, birthday and favors. However your key-phrase would be “birthday favors.” Coming on Birthday favors as a phrase should be everything to you, as it is 100% business relevance. All the leads which this key-phrase would get you would be a potential sale. So Keywords are important but in many cases the key rests with the key-phrases. Literally.
- What is Keyword Stuffing, and does it hurt? -The act of populating disproportionately your content or meta tags with one particular or few keywords or key-phrases is referred to as Keyword Stuffing. Keyword stuffing is gross, it is bad for your site, bad for your business, bad for your client/ surfer, bad for the search engines and bad for the internet on the whole. It is a malpractice. As it hurts all concerned, it hurts you too, directly and indirectly. Directly it hurts as search engines are becoming smarter to identify keyword spammers, surfers report keyword stuffing more often, Indirectly as the surfer who lands on your website, discovers that you indulge in malpractices may decide not to do business on your website.
- Do you SEO a site, or you SEO individual pages? – You SEO individual pages, and if you SEO all pages on your website, your whole site is done. Having said that, you do SEO your website. You define the focus of your website and ensure that every page contributes and reflects that focus. Let us say, you have a hotel website which covers all the 50 states of the United States of America and over 600 cities, it would help you to use your anchor words and phrases on every page when you are optimizing them. If you come on say “Hotels in San Jose”, “Hotels in San Francisco”, “Hotels in Sacramento”, “Hotels in Los Angeles” there is a good opportunity to come on “Hotels in California”. Similarly if your site comes on “Hotels in Texas”, “Hotels in California”, “Hotels in New York”, “Hotels in Washington” and “Hotels in Florida”, it would be easier to make it perform on “Hotels in the US”, “Hotels in the USA”, “Hotels in the United States of America”, and on “Hotels” itself. So, work multi-stage – Stage I: Focus “Hotels in San Jose”- Stage II “Hotels in California” – Stage III “Hotels in the US” – Stage IV “Hotels” – Where Stage I is your web page focus and stage IV is your website focus.
- Is SEO genetically modular, or is SEO genetically absolute? – SEO is anything but an absolute exercise, it is totally modular in nature. You can work on Optimizing your site part by part.
Much More coming…
Posted by simarprit in : SEO ,
SEO Outsourcing to India – Challenges
Writing on any one of the three subject words would be a big challenge - SEO, Outsourcing, India, so would it be to write on a combination of any two of these three words. I’ve been living all the three topics for several years, I decided to take up this challenge head-on and added “Challenges and Myths” as the qualifier and boundary definer for this post.
The inspiration for writing this post came from my participation in several conferences, trade shows and expos on the subject of SEO. Spending quality and quantity time in attending and networking at these events exposed me to the title of this post “SEO Outsourcing to India – Challenges and Myths”. Quite a few speakers referred to “SEO outsourcing” as akin to “outsourcing your sales strategy” and quite a few attendees made side comments on horrifying experiences of outsourcing SEO work to India.
Challenges of Outsourcing SEO of your website to India:
- Context: Does the company and it’s employees understand your business climate, business conditions, business challenges and business realities. This interesting observation came up when over one of the “Meet and Greet” sessions one gentleman from a reputed Car Rental Company narrated his story of outsourcing SEO work to a company in Mumbai, India. He said, that he had to spend more time in explaining the SEO team and the “so called project manager” how the car rental business works in the US then they had asked for (in number of hours) to the do the SEO work for him. As his company, like many of the other leading car hire companies, own multiple brands, he was shocked to receive a proposal from the same company to one of his other brands with all training converted promptly to business knowledge (violating the founder of the SEO company’s signed NDA). No wonder he sacked that company and saved his job and as per his own admission he bad mouths SEO outsourcing to India as much as he can and wherever he can. It goes without saying, that I enjoyed his story and made absolutely no effort to challenge him or stand for this SEO company or SEO outsourcing. Here are some of the views which I shared with him, without offending him, I tried to convey to him that maybe these steps could have saved him the bother: A. Weigh total costs vis-a-vis direct costs while doing the outsourcing of SEO work. Unlike call center and BPO tasks SEO tasks may not be of the scale to be outsourced. B. Createan elaborate RFQ document, and go beyond technical analysis of the SEOcompanies capabilities. Challenge them to demonstrate their understanding of your business and on user expectations. Challenge them to explain their specialization and business streams. C. Ask for complete templates, style-sheets, and all documents which would be used on your behalf. Take time and approve each one of them individually.
- Training & Changing Algorithms: Who knows the job: the salesman, the founder, the project manager, the project leader or the team members. If everyone in the SEO company knows their job, check if they are organically coming on search terms or they have bought adwords to work for them. Knowing the job and down the line training is a key challenge in any SEO outsourcing company. One of the keynote speakers made an observation: She asked the audience to check on their “Version of SEO”, she said, she strives to keep hers the same as Google’s last version. She said most of the SEO farms find it very difficult to keep pace with the changing algorithms and the shifting sands. My two cents on this challenge: A. Check what you need, an SEO Farm, a Link Kingdom or a good individual SEO. B. Ask for video conferencing with actual doers and make sure once approved they work only on your project. Schedule weekly review meetings at transactional level to ensure you are not being shortchanged, and also explore another project if they have more competent team members (they can schedule video conferencing with). C. Volunteer to attend an internal training session, tell them to put it on WebEx, or some such real time conferencing software.
- Measuring the Success: How do you go about measuring what is happening due to the SEO outsourcing companies actions and what is organically happening to your website anyway. Over, yet another lunch an SEO Expert who represented an SEO company based in India narrated this story: An office furniture company had outsourced this contract to a Pune based SEO firm, this firm promised them Moon and delivered it in the first month, yes the first month. The sites Page Rank went up from 4 to 5 and the traffic to the website increased by 30%, but the conversions didn’t move úp at-all, the site improved its Alexa rank and all but it is the business which this company wanted. Presumably what happened was that this SEO company had over hundred websites which they were using for one of their new clients competitors (they had just lost that account). These hundred sites had some traffic and traction in the markets where this furniture company or the previous one had no business. So the page rank went up, the traffic went up but the business didn’t. After three months they realized that they had paid sizable amount, which even directly didn’t get covered by the increase in the business. They had to take a tough call as they knew that the link farm links would go away, maybe page rank would again be impacted, traffic would fall and so would Alexa ranking. They decided to let the contract go and save the money over the “not so tangibles” they were getting. Measurement holds the key, if only the contract would have built in various measurement criteria of SEO performance this loss of money wouldn’t have happened. Some of the tangibles which can be demanded: A. Country/ State/ DMA based traffic growth. B. Define your competitors, and ask for a competitive growth commitment. How would you make me better than my competitor? – I am here, I want to go here approach. C. Define your key phrases and link it to the organic traffic percentage of your website. For instance this office furniture company could have defined that their 4% traffic comes from the phrase “Office Chairs”, they would like this percentage to go up with increasing traffic to 5% over three months. So when traffic grows in your choice of DMA, in this case, New York, Chicago, San Francisco + Oakland + San Jose etc plus you move up on your competitors matrix and you get more leads for “Office Chairs” you are set. No matter. So measure what you want against what you give.
You may share your challenges and put up a set of questions. I would reply back.
I would also add more challenges to this write-up.
Posted by simarprit in : Advertising, SEO, Web 2.0, Web 2.0 Expo ,
Best-kept Secrets to Search Engine Optimization Success: the Art and the Science Web 2.0 Expo Conference Session.
Stephan Spencer had his job cut – “I know my job, this is what I can give free comeback to me for business”. Which is fine.
- What’s your competition and why do they come on top, and why do they have a second link, and what can you do to bring there second link out and get your another link in or anyone’s another link in for that matter. He suggested title tweaking and cross link building to reduce competitors link value and get the sub-link out. Both are fine, but we must understand that “ït is a red hat approach with white hat techniques” nothing wrong about it though.
- Be wise in re-direction, be careful to use 301 and 302 properly, 301 would always pass the page rank and 302 won’t. Know what you are doing and just don’t let it be an accident.
- Google’s Directory allows your robots to visit and crawl it. Develop your spider to go to Google Directory crawl it and measure the page ranks of various sites, make a dump of high pagerank sites and work to get links from them. There are some merit based link selling sites which are not run of the mill, look at buying links from PR 8 sites. Also it is important to remember .edu, .gov and .org links always come on high pecking order.
- Sitewide links from left panel and bottom may not help. One good link from the homepge may be the only thing you may require.
- Do you have a matrix of your competitors links, you need it and you need it now. Chase and be there in that neighbourhood. Good neighbourhood matters and ensure that your links are in good neighbourhood.
- There are lot of absolutely free SEO tools available from Google/ Yahoo/ Microsoft and host of other players, choose your tools and integrate them with your daily tasks. Google Website Analyzer, Google Insights, Wordtracker, Server header checker, css zen garden, SEO title tag plug-in, keyword discovery etc…
- You must use these tools twice once to grow your sites and second time to reverse engineer your competitors.
Stephan knows his job, but for me there was not much new, still revising what you know and hearing what you believe is a good feeling.
Posted by simarprit in : Blogging, Internet, Search Engines, SEO, SES 2008, websites ,
Which hat do you wear, Black, White, Grey, Red or None?
The question should rather be:
Which kind of head do you carry over your shoulder – Black, White, Grey or Red?
It looks like everyone has been changing/ exchanging hats. If it is the color of head we talk about, it would be more exciting and entertaining
Continuing with my series on SES 2008, San Jose, this post incorporates the Gyan acquired during the session – Black Hat, White Hat: Playing Dirty with SEO
Let us define:
Black Hat: You do whatever it takes to be on top of SERPs. Good. Bad. Ugly. Whatever. Period.
White Hat: You do whatever search engine (read Google) guidelines for webmasters tell you to, you don’t try to outsmart search engines.
Grey Hat: You are the border guy, you know the stretch, and you think you know what you would getaway with, you live white, but you know black and you use it on the side.
Red Hat: You know what it takes to hurt your competitor and you know how to getaway with it.
No Hat: If you don’t wear any and you are still an SEO, maybe you an incompetent SEO. Don’t worry, you are not alone 95% of the SEOs within the industry are plain incompetent.
The session was to debate Black Hat vs. White Hat, but the debate didn’t happen. it looked like the whole panel was wearing Grey Hat and tended to remain on the border and just didn’t want to be drawn to the controversy. Important observation were made:
- Established sites have much more restrictions, they can’t risk exclusion from SERPs.
- Just made for adsense is crap. Content needs to be good. Nobody wants trash, and for sure not the search engines.
- Searcher needs good results and most of the top results very close to each other, if Search Engines intermix the top 5 results, it wouldn’t;t matter to the surfer.
- Buying excessive links can hurt, it is Red Hat.
- Good SEO to me is Knowledge about Search engines and the subject.
- Meta Keyword stuffing hurts.
- Everything in the title hurts too.
- Hidden content is black.
- Short and focused titles are good.
- Paid unrealted blogging can hurts.
- Vague and self promoting descriptions with repeat words hurts
- Paid link buying from link farms hurts badly.
- Search engines hate doorway or gatway pages, they hate being misled
- Serach engines hate carse optimization: They are bound to hate something like this – www.example.com/HOTEL/hotel/googleCityNameHotel.html - Which may go with the title <title>CityName Hotels | Hotels in CityName |Budget CityName Hotels| Luxury CityName Hotel| Cheap CityName Hotel| Discount CityName Hotels</title> This is a live example of carse black hat, “We will do anything even put Google’s name in our URLs, hundreds of them but we need to get on the top, we don’t care what happens to our site if Google doesn’t like it.” I picked up this example as it was succeeding in ranking high up. I have kept the URL intact except removing the site name and substituting it with example.com and substituting the actual city name with CityName.
- Great generic domain name helps
More to come…