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The following article was published in our article directory on November 30, 2010.
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Practices to Avoid in Search Engine Optimisation

Article Category: Marketing

Author Name: Nick Morgan

Search Engine Optimisation (SEO) is becoming a Standard Operating Procedure for every commercial website. After all, the costs and effort in putting up a site is pointless if it will not be visited by the people. SEO is a set of techniques that improves the content and architecture of a website so that it will become more visible in search engine results pages (SERP). Google, Yahoo and other search engines have bots or crawlers which perform automated ratings of all websites. If a site earns high ratings, it will have a high ranking in search results. Companies around the world compete for a place in the first page. They hire professional SEO services and web designers for the job.

During the early 2000s, many companies and SEO services discovered ways to "trick" the crawlers of search engines. These cannot be called real SEO because they do not improve the quality of a website. In fact, they are exploits. However, present search engine crawlers have a more powerful algorithm to deal with these dirty tactics. If you do not want to be penalized and disqualified from the search rankings, you must not perform these practices.

Keyword Stuffing

Websites are built around target keywords. These are words or phrases that people use in search engine query bars. It is natural that your web pages must contain the key phrases and related keywords. To gain high crawler ratings, some companies use their keyword over-repeatedly. Sometimes, there are blocks of text that contain nothing else but the keyword. Or sometimes, the keyword can be seen at practically every sentence on the page. These sacrifice readability and the quality of articles. Old algorithms can be tricked by this, but not new ones.

Modern Search Engine Optimisation requires a number called keyword density. It is the ratio between the number of times the keyword appears, and the total number of words. Depending on the nature of your website, the optimum ratio is 3-7 keyword appearances for every 500 words. Not following this density will incur punishments on search rankings.

Orphaned Links

These are also called hanging links. They are links that lead to pages with zero links. Because there is no other way out, visitors are forced to click the close (x) button or the back button. To trick crawlers, some companies create links which lead to blank pages or dead ends. In their sitemap, there is an organized list of links, which seemingly lead to relevant content. However, when a human visitor clicks on these links, they just find empty pages and dead ends. Modern algorithms can identify dangling pages, and they may terminate inspection of your site when they see one.

Heavy Page Design

Heavy design means that there are lots of objects on your pages. These include images, videos, music and Flash animations. There are also sites solely made from Flash. Remember that in Search Engine Optimisation, text content is the priority. If your text is made by Flash, it can be treated as an object, and may be ignored. While objects make your site more beautiful and professional looking, you must also consider the internet speed of your visitors. Plenty of objects will result in slowing down of browsing your pages.

Keywords: seo services, search engine optimisation

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