Tagged with " search engines"
The online world is a funny place at best, a vastly confusing one at worst. There are massive amounts of information out there, about building websites, about using your social services, about how to rank your site, and so on. Over the last year especially, Google has taken some major twists and turns with the way that they rank information on the web, and it seemed to catch a great many website owners off guard. With how much things can change online, there are still some little tweaks and quirks that don’t often get discussed, so we’ll talk about a couple of nuances that you may have overlooked, or your website developer may have over looked while building your website.
One of the little quirks of the way that search engines work, has to do with how your structure your urls and web addresses. When you look at the terms ‘orange_jacket’ and ‘orange-jacket’ they read the same to a person, but they mean a world of difference to a search engine spider. In the first instance with the underscore, the spiders are going to treat it all as one single term. So ‘orange_jacket’ to a search engine becomes ‘orangejacket’. When you use a hyphen, the opposite becomes true, and ‘orange-jacket’ becomes two separate terms. When you’re building your internal website pages, and you want a page to be ranked for a specific, not wholly competitive term using underscores in your url won’t affect your chances a bunch. When you start to get into the more aggressive terms online however, the difference between a hyphen and an underscore can make or break your positioning.
One other point which bears mentioning, because we still run into a fair number of clients doing it, try to avoid using lots of image based information or using Flash and Silverlight to deliver your website content. Web designers (not developers) are actually some of the worst offenders of using them actually, and when they turn over a clients site to optimize often our first suggestion is to rebuild the website. Flash and Silverlight are great tools for adding snazzy animations or attractive, engaging content to your site, but when you get down to the tech side of it, search engines don’t agree with it. Google and Bing can, to some degree, get the information out of a Flash driven website, but they’re still shoddy at it and it’s poor website optimization practice any how.
These are only two of untold amounts of quirks and tweaks that you can employ as a website owner or developer to help your case when working online. I’ll make sure to discuss the topic further in the coming days.
As a website owner, the past year was a bit of a roller coaster ride where search and search engine activity was concerned. Between Pandas and Penguins attacking across the web, and Bing and Facebook amping up their own search options, it can sometimes be a bit of a surprise that you came out the other end on a positive note. It’s a simple task to take a minute and search around for the projected search shifts for the year, so instead here’s a short list of topics you should focus on for your website, regardless of the unknown changes in search to come.
First things first, you need to address your website and its content. The search engines over the last year, contrary to popular belief, have been ramping up efforts to deliver quality websites with real content as opposed to scraper sites which offer only a sliver of real information. When you are going over your sites content you need to take the time to ensure that you’re delivering your message, in your own unique way. Keep your articles clear and on topic, and try to work in the trending terms or topics which relate to your niche. Once you’ve gone over your site and reworked everything you can then begin pushing it out, either on Facebook or Twitter social channels, or even providing snippets to industry white paper sites. It’s free to market yourself on your social pages, and if you didn’t get the message last year, search engines are slowly pushing towards integrating social content into the results pages. As an added bonus, if you’ve done a bang up job creating your content, you’ll garner backlinks and it will help your efforts that much more.
Since you’ve taken the time to rework your content (you’ve done these steps right?) you need to go the next step and break down your website. I’m not insinuating that you take it offline or anything, but you need to carefully deconstruct your site, performance, appearance, layout, and then once you have finished optimizing for desktops you need to consider tablets and mobile displays. Over the last few months especially, the amount of users on mobile devices conducting search queries has grown to around 25% or so, and while that may not seem like much on the surface, think of that percentage again with the realization that there are more internet connected mobile devices on the planet than there are people. Ignoring the mobile search market is just as bad as ignoring the social angle, you’ll only continue to shoot yourself in the foot online. So load up your website on your tablet or smartphone and try using your pages, if you’re experiencing issues, correct them and count your fortunes later.
Now that you have your site mobile friendly, and you’re taking advantage of the mobile search growth, you have one more small step to take, and it is one that has been touted for a number of months as a trending market to grasp. You need to work on focusing your efforts into your local market, even if you don’t have a brick and mortar store, zeroing in on your target area and demographic will have the search engines loving your site more and more. Take advantage of the maps and local information that you can include on your website and social profiles, as the search engines will build a default local page for your site if you don’t already have one. Encourage your visitors to post their reviews to your social pages and engage your customers. Be active with them and you’ll soon find yourself with more work than you can handle.
If you’re the owner of a small business, often times one of the best way to generate content for your website is to have an active blog where you can make postings about your product or services. It also allows your customers and clients to ask any questions which may be on their mind at the time, and can give your professional site a friendlier feel.
But with all good things, especially with the anti-spam algorithms that the search engines have running, it’s a very good idea to know how to mitigate the possibility of having your web authority tarnished. It’s not just the cheaters at the search game who get caught, more often than not it’s websites and businesses that follow the rules, but just happen to forget a very important step, moderation. Moderating the comments on your blog or any forum threads you may be actively participating in is greatly important, as nothing on the internet is truly private. If a thread you’re active in begins to get spammed, your name and business could be caught up in an anti-spam net, and you could end up devalued simply because you were in the wrong place at the wrong time.
If you have your own company blog, and you allow comments on your postings, it’s a good idea to have comments allowed so as to encourage discussion on your website. It’s a very good idea however, to also have a firm hand where moderation is concerned of any and all comments which are placed on your site. Blog spam comments are easily spotted however, as they’re usually placed automatically by bots roaming across the web. Their posts are typically poorly written, although some might surprise you, and contain a few links to sites which have no bearing on your own. There is thankfully, a rather simple way to deal with comment spam if you have a highly active forum or blog, and don’t have the time to moderate all of the discussions or comments occuring. You can simply add the NOFOLLOW meta tag to your discussion pages or directories, it’ll tell the spiders to simply disregard any outgoing links on the pages and you can let the discussion flow. It’s a simple line of code which allows you to protect your sites page rank, as well as it’s online profile with the search engines.