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Increase ranking using only ethical means Even though you will automatically get listed on the big three search engines, so will billions and billions of other web sites. So how do you stand out? The method of optimizing a web site to stand out in a crowd is called Search Engine Optimization (SEO). There is a whole new industry built on doing just this SEO work. You will see things like, “We guarantee top placement on Google”. Don’t be fooled, there is no such guarantee possible and be wary of anyone who tells you that can do such a thing. Google does what Google wants. It searches through the Internet indexing what it finds and considers relevant based on a complex algorithm that they keep secret. There are also things that can be done to a web site that are considered “Black Hat SEO”. They are techniques that the search engines do not like, because it manipulates them. They eventually catch on to these techniques and band them and the sites using them. They get you short term gains because they may be very effective right away, however once you are blacklisted you have lost all you have gained and then some. One “black hat” method used awhile ago was the use of invisible text. What they would do is put several keywords on a page displayed in the same color as the page – like white text on a white background. Your eye will not see this text, but a computer can read it because it sees the page code. So we could repeat the word “flooring” over and over on the page dozens of times. This would look very silly to the human eye, but we can’t see it because it’s invisible. The search engine looks at the page and “sees” the word flooring repeated many times and figures th at this page must be really important to someone searching for flooring. Now all the search engines know about this technique and will not index any pages that employ this method. This is just one example of things done to try and “trick” the search engines, they do not like it anften will ban sites from their indexes using these types of techniques. We only employ ethical means to help increase a web sites chance of getting a higher listing. You notice we said “chance”, because unless you pay for a position on an index, there are no guarantees. We cover paid inclusion later on; right now we will focus on what can be done without having to pay the search engines. Your site needs to be designed to allow search engines to find information easily >> |
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