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How To Protect Your Search Engine Rankings

27 Jan
2009

Your website’s ranking in the SERPs (Search Engine Results Pages) 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 fooling 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 synthetic strategies. When a search engines tracks down such a site, that site is demoted in ranking or fully removed from the search engine’s index.

The bad news is that some top quality, absolutely above-board sites are being mistaken for these Internet page bad guys. Your page may be in peril of being mixed up in the “spam” net and tossed from a search engine’s index, although you have done nothing to merit such harsh treatment. But there are things you can do – and things you should be sure NOT to do – which will stop this type of misconception. Link recognition is typically based totally on the standard of sites you are linked to.

Google pioneered the standards for allotting site ranking, and nearly all search engines on the web now use it. Google often imposes penalties on sites that have linked to other sites only for the point of artificially boosting their link recognition.

But you should check, and double-check, all of the links that are active on your links page to ensure you haven’t linked to a bad neighborhood.

The very first thing to test out is if the pages you have linked to have once been penalized. You can then see that most pages are given a “PageRank” which is represented by a sliding green scale on the Google toolbar. This is particularly critical when the scale is totally gray. It is likely that these pages have been penalized.

If you are linked to these pages, you can catch their penalty, and like the influenza, it could be troublesome to get over the infection. There’s no have to be fearful of linking to sites whose scale shows only a little sliver of green on their scale. However, do ensure that you closely watch these sort of links to discern that at some point they don’t sustain a penalty when you have linked up to them from your links page.

You can’t see these words with the human eye – but the eye of search engine spider can spot them simply. A spider is the program search engines use to index Internet pages, and when it sees these invisible words, it is going back and boosts that page’s link ranking. As quickly as a search engine understand the employment of hidden text – splat. The disadvantage of this is that infrequently the spider is a bit overzealous and will penalize a page by mistake.

As an example, if the background color of your page is gray, and you have placed gray text within a black box, the spider will only pay attention to the gray text and think you are employing hidden text. A search engine uses what’s called “Keyphrase Density” to figure out if a site is attempting to artificially boost their ranking. The final potential risk factor is perceived as “cloaking.”

Cloaking is when the server directs a visitor to one page and a search engine spider to a different page.

A cloaked page attempts to feed the spider everything it must rocket that page’s ranking to the top of the list. It is normal that search engines have answered to this act of deception with extraordinary enmity, imposing steep penalties on these sites.

The difficulty on your end is that often pages are cloaked for bonafide reasons, for example prevention against the burglary of code, regularly called “page jacking.” this type of shielding is pointless these days because of the use of “off page” elements, for example link recognition, that can’t be thieved. Just as you have to be diligent in inflating your link recognition and your ranking, you have to be similarly diligent to prevent being unfairly punished. So be certain to watch your site closely and duck any appearance of artificially boosting your rankings.


This article was written by Dallas’ rankaboveothers.com – Texas SEO is a Dallas-based web marketing and consulting company. We can help you improve your on-site and off-site optimization so that your website not only looks good to visitors but rank well for the keywords you need. Let us increase your business by first requesting a free analysis.

Kevin Lam
author

Kevin Lam is a self-taught internet marketer, web developer and traffic conversion expert that started since he was 17 in 2000. Even throughout his 5 years in the Navy, Kevin continued to hone his skills. Kevin now owns multiple digital companies including a Strategic, Digital Marketing Firm, a Sales Funnel Concierge Service, General Support Company and other digital products.

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