Post by PickyChicky on May 10, 2017 10:01:22 GMT -6
The SEO industry is constantly evolving due to the fact that the way that the search engines view websites is constantly evolving. If your SEO approach is outdated, your site won’t be viewed favorably by the search engines. In fact, an outdated approach could even get you into trouble and result in a search engine penalty. -- Danielle Bachini, Brick Marketing
Many website owners have complained about how Google's frequent algorithm updates have negatively impacted their search ranking and, therefore, traffic and sales. It has taken many of them time to understand that what used to work even a few years ago no longer works because their techniques have been deemed "black hat" tactics.
Over the years, Google's algorithm has naturally evolved to produce better, more accurate search results that browsers expect. That means it had to get better at recognizing quality, relevant content, giving it a better search ranking while demoting what did not qualify. In order to achieve that goal, Google had to take control of which SEO techniques would produce the desired results; hence the birth of the terms "white hat SEO" and "black hat SEO".
What is White Hat SEO and Black Hat SEO?
The techniques used when optimizing a website to improve its search engine ranking will be deemed by search algorithms as either black hat SEO or white hat SEO. Simply put, black hat SEO tactics are bad and white hat SEO tactics are good. Which you use to get higher search rankings will determine the level of SEO success you achieve.
Black hat SEO focuses on appealing to search engines rather than a human audience and is typically used by those looking for a quick return of traffic to their site rather than long-term results. Such tactics include: keyword stuffing, link farming, hidden texts and links, and blog content spamming.
While it might initially seem that your black hat tactics have achieved the ranking you aimed for, that ranking will be short-lived, especially when the next algorithm update is applied. What's worse is that the consequences of using these tactics can possibly be a death sentence for your site. Worse than losing your ranking, penalization involves your site being de-indexed and, if you fail to correct these errors, it can be completely banned from a search engine.
White hat SEO targets a human audience, meaning it enhances a visitor's experience instead of misleading them or otherwise not appealing to them as a legitimate or professional business. Such techniques include:
Using white hat SEO tactics will produce long-term results as algorithm updates won't have much, if any, affect on your search ranking. If you're using white hat techniques, but aren't seeing the results you desire, do some testing of different variations of relevant keywords to see which produces the best results.
Relevant Content of Quality
Creating quality content is key because it shows the search engines that your site has value to the topic being searched. Of course, researching site/topic-relevant keywords that are both short and long tail is necessary, but it is also equally important that they be included naturally within titles, link anchor texts, and the body of a page.
Adding new relevant content regularly will help keep your search ranking up because search algorithms are programmed to seek out updated information. Having a content-rich site of quality is key to its value not only to search engines, but also those who visit your site, which may include webmasters looking to link to your information (a backlink that not only helps improve your search ranking, but is also free word-of-mouth advertising).
While creating quality content may be more time consuming, it is well worth it in the long run -- as your prime search ranking will prove. So, if you're selling products or have static pages, this is where it helps to have a blog attached to your site where you can add new content more regularly.
If you don't have a blog option, changing the existing body text will serve you just as well. You don't have to entirely rewrite anything, but do make a sufficient amount of changes for it to be deemed worthy as new to search algorithms. There are a number of ways in which you can change text, including rearranging a sentence or few.
For example, if you're selling a product, try adding or changing up how the product could be used by a consumer. Would it make a great gift and for whom? Would it enhance their decor or general environment? Would it somehow make their life or a task easier?
Just think like a consumer and be the expert in your field that they're looking for. Consider how the information or product would be useful to them and be the professional showing them that what you're offering will serve their purpose well. Building their trust in your expertise is one surefire way to convert them to a paying customer or a follower (whatever your goal is).
Where and How to Use Keywords and Keyword Phrases
Keyword stuffing is one of the most common practices used among those who do not have much SEO experience as well as those who do. While the latter are doing it solely for the short-term results, those who are inexperienced usually expect long-term results, but will soon see a significant drop in traffic and sales and won't understand why -- unless they do their research.
Keyword stuffing actually isn't necessary as there are a number of places that search engines look for keywords -- the title, the body, the image file name or alt attribute of an image, the URL, and the meta description (see below for details about each). While some sites still use the meta keywords tag, it no longer holds the same value it once did in search ranking due to its abuse.
What's more is that search algorithms have become much smarter and can now recognize synonyms. So you don't necessarily have to repeat the same keyword or keyword phrase multiple times on the same page. You can now use variations of them to make your content read more naturally to your human audience.
That said, the page title (or product title) should never read like you are simply writing a meta keyword tag (variations of the same keywords or keyword phrases separated by commas). As a matter of fact, you should avoid using any punctuation in the page or product title unless it is pertinent to the name of the page or product (ie, using proper punctuation for an article or book title or the punctuation is part of the product name).
In the past, I would use the dash "-" as a separator, which is fine because most search engines do recognize it without a problem. However, I now try to refrain from using it or any other punctuation because:
You want to save that space for what's pertinent to the topic/product as well as ensure that the URL displayed in search results shows the most important keywords, which should be at the beginning of the title (more on that below).
Title Tags
The title of a page (or product title on a marketplace site) should be an accurate, concise description of the page's content (or product). Title tags are one of the most important factors in search ranking, so the following tips should be kept in mind when creating titles for your pages, articles or products:
Search engines only display the first 65-75 characters of a title in search results and is also the general limit on social media sites. While you don't necessarily have to limit yourself to that length, you need to make sure you're making the most of those first 65-75 characters because that's all browsers will see to entice them to click your link.
The most relevant keywords and keyword phrases should always be at the beginning of your title, particularly within those first 65-75 characters. Not only must you consider the number of characters a search engine displays in results, but you must also consider what a search bot is going to see as the most important information in your title.
Search algorithms are programmed to place importance on a keyword based on its position in the title. As far as the algorithm is concerned, what's at the beginning of a title is what the page's content is about. So that's where your most relevant keywords and keyword phrases should be placed and any extra descriptors should be placed at the end.
Take the following product title as an example:
Pedestal Cake Stand with Dome Lid and Serving Bowl Vintage Anchor Hocking Canfield Diamond Design Clear Glass 12in 2pc
It's pretty long and describes the item well, but what do browsers see in search results?
Pedestal Cake Stand with Dome Lid and Serving Bowl Vintage Anchor Hocking
So, not only is the algorithm going to instantly see that the page is about a vintage Anchor Hocking pedestal style cake stand with dome lid that doubles as a serving bowl -- the topic of the page -- so will browsers. When browsers click on the link, they will see the rest of the title that provides additional information that is important to them. Even if they don't read the product description, which many don't, unfortunately, they pretty much have all of the information they need right in the title.
However, the most important thing here is that even if a browser were simply searching for "Anchor Hocking cake stand Canfield", the search algorithm would give the link a high ranking because the full title includes every single one of those keywords and keyword phrases. The algorithm will give it an even higher ranking when it finds those same keywords and keyword phrases (or synonyms thereof) within the product description and URL.
Include branding, if important. If you're discussing or selling something with a brand name, it is important to include this information in the title, particularly if it is a popular brand. However, even if it isn't popular, there just may be a browser looking for that specific brand. To determine if it's important to include the brand name, just consider what the browser will be searching for as well as the purpose of the page (ie, information article or product).
For example, if a product, is the brand name important to consumers? When shopping for denim jeans, many will search for Levi's because that's what they're partial to buying. If a collector of a brand, the brand will certainly be important when searching. If someone is looking to add to or replace a piece within a design collection, the brand and design name will be important (as in the cake stand example).
Talk to your human audience, not the search engines. As related above, title tags should be descriptive and invoke the interest of browsers using the most relevant keywords and keyword phrases. However, they must also read naturally as search algorithms are now programmed to demote spammy content, including that which is written more for a search engine rather than a human audience.
Take the cake stand example. It is a proper product title as that's basically how the description would read on the box -- most assuredly in various places on the box, but with the same level of importance placed on each bit of information. Of course, a company is going to consider its brand name most important on the box. However, when a consumer is shopping online without a box in front of them, the brand name won't always properly describe the actual item unless that's the only thing they sell.
That is exactly how a search algorithm is programmed to look at it and it will give a higher search ranking to that page since it was written in such a way that is intended for a human audience. Whereas a title that looks like the following example will be deemed spammy since it looks like a list of meta tags that were written solely for a search engine:
Pedestal Cake Stand, Cake Stand with Dome Lid, Cake Stand and Serving Bowl, Vintage Cake Stand, Anchor Hocking Cake Stand, Canfield Diamond Cake Stand, Clear Glass Cake Stand
Body Content
This includes the main body of the page and the short Meta Description Tag, which is used in search engine results below the related page link (or URL). If you don't have the option to edit the latter, the search engine will automatically use the first 160 characters from your body content.
The two don't necessarily have to be the exact same text (if you have the option to edit both), but you should follow the same guidelines when writing each. That first 160 characters is an extremely important part of search marketing as it is basically advertising copy that draws readers to your site from the results page.
So, you should create a readable, compelling description using the most important keywords (notice how Google bolds the searched keywords in the description below the URL) within that first 160 characters. This is where doing a keyword analysis can also help a great deal -- in addition to the title. Again, try testing different keywords and keyword phrases as the main ones for those 160 characters to see which produces the best results.
In the body of the page, you can include the different variations of keywords and keyword phrases along with the other important details regarding the topic or product. The key is to make sure that both read naturally for your human audience, meaning writing with proper grammar and punctuation with NO keyword stuffing.
The Importance of URLs
Considering that the URL is the main thing a search engine is providing, it is naturally one of the most important factors in search ranking. So its structure is of great importance, meaning it should contain the same keywords and keyword phrases you are trying to rank for.
Since search engines only display the first 65-75 characters of a title, having the most important keywords toward the beginning of the title is key. Especially if the site automatically generates a URL for the page, such as a product listing, because they will pull keywords from the title starting at the beginning.
Take the cake stand example, which is a product listed on a marketplace. Its full title is:
Pedestal Cake Stand with Dome Lid and Serving Bowl Vintage Anchor Hocking Canfield Diamond Design Clear Glass 12in 2pc
While the URL generated is (ellipsis used so as not to shamefully promote myself LOL):
https: //www.etsy.com/...pedestal-cake-stand-with-dome-lid-and
The generated URL is exactly what appears in search engine results. Notice how the most important keywords are displayed so a browser can easily see what they'll find at that link. This is especially important when the title itself is not displayed, such as when someone shares the link somewhere on the web.
Image File Names (or the Image Alt Attribute)
Many fail to recognize the importance of properly naming images and image files that are uploaded to the internet. While some marketplace sites will rename an uploaded image file with some crazy-looking name of jumbled up letters and numbers, they do still include the title of the product in the Alt attribute of the image, which is basically for assigning the text that is associated with the image.
Take the cake stand example. Its title tag is used by the marketplace site for the image's Alt attribute tag. However, if you're uploading product images to a site that uses the image's file name, it is important for you to do the same -- use the product title as the file name.
Not only will this add to the number of keywords and keyword phrases associated with a page to help increase its search ranking, but it will also help increase the ranking of your images in the images section of a browser, which can and does produce additional traffic.
That about covers the most important aspects of how to rank well in search engines using proper SEO. If you would like additional information, please refer to the following resources provided elsewhere on this site:
Many website owners have complained about how Google's frequent algorithm updates have negatively impacted their search ranking and, therefore, traffic and sales. It has taken many of them time to understand that what used to work even a few years ago no longer works because their techniques have been deemed "black hat" tactics.
Over the years, Google's algorithm has naturally evolved to produce better, more accurate search results that browsers expect. That means it had to get better at recognizing quality, relevant content, giving it a better search ranking while demoting what did not qualify. In order to achieve that goal, Google had to take control of which SEO techniques would produce the desired results; hence the birth of the terms "white hat SEO" and "black hat SEO".
What is White Hat SEO and Black Hat SEO?
The techniques used when optimizing a website to improve its search engine ranking will be deemed by search algorithms as either black hat SEO or white hat SEO. Simply put, black hat SEO tactics are bad and white hat SEO tactics are good. Which you use to get higher search rankings will determine the level of SEO success you achieve.
Black hat SEO focuses on appealing to search engines rather than a human audience and is typically used by those looking for a quick return of traffic to their site rather than long-term results. Such tactics include: keyword stuffing, link farming, hidden texts and links, and blog content spamming.
While it might initially seem that your black hat tactics have achieved the ranking you aimed for, that ranking will be short-lived, especially when the next algorithm update is applied. What's worse is that the consequences of using these tactics can possibly be a death sentence for your site. Worse than losing your ranking, penalization involves your site being de-indexed and, if you fail to correct these errors, it can be completely banned from a search engine.
White hat SEO targets a human audience, meaning it enhances a visitor's experience instead of misleading them or otherwise not appealing to them as a legitimate or professional business. Such techniques include:
- using relevant keywords,
- doing keyword analysis to determine how to best reach your target audience,
- doing research to provide quality content on a topic (or product),
- writing meta tags with relevant keywords,
- writing short meta descriptions that best describe the topic (or product) in a nutshell,
- backlinking,
- link building, and,
- most importantly, writing quality content for human readers.
Using white hat SEO tactics will produce long-term results as algorithm updates won't have much, if any, affect on your search ranking. If you're using white hat techniques, but aren't seeing the results you desire, do some testing of different variations of relevant keywords to see which produces the best results.
Relevant Content of Quality
Creating quality content is key because it shows the search engines that your site has value to the topic being searched. Of course, researching site/topic-relevant keywords that are both short and long tail is necessary, but it is also equally important that they be included naturally within titles, link anchor texts, and the body of a page.
Adding new relevant content regularly will help keep your search ranking up because search algorithms are programmed to seek out updated information. Having a content-rich site of quality is key to its value not only to search engines, but also those who visit your site, which may include webmasters looking to link to your information (a backlink that not only helps improve your search ranking, but is also free word-of-mouth advertising).
While creating quality content may be more time consuming, it is well worth it in the long run -- as your prime search ranking will prove. So, if you're selling products or have static pages, this is where it helps to have a blog attached to your site where you can add new content more regularly.
If you don't have a blog option, changing the existing body text will serve you just as well. You don't have to entirely rewrite anything, but do make a sufficient amount of changes for it to be deemed worthy as new to search algorithms. There are a number of ways in which you can change text, including rearranging a sentence or few.
For example, if you're selling a product, try adding or changing up how the product could be used by a consumer. Would it make a great gift and for whom? Would it enhance their decor or general environment? Would it somehow make their life or a task easier?
Just think like a consumer and be the expert in your field that they're looking for. Consider how the information or product would be useful to them and be the professional showing them that what you're offering will serve their purpose well. Building their trust in your expertise is one surefire way to convert them to a paying customer or a follower (whatever your goal is).
Where and How to Use Keywords and Keyword Phrases
Keyword stuffing is one of the most common practices used among those who do not have much SEO experience as well as those who do. While the latter are doing it solely for the short-term results, those who are inexperienced usually expect long-term results, but will soon see a significant drop in traffic and sales and won't understand why -- unless they do their research.
Keyword stuffing actually isn't necessary as there are a number of places that search engines look for keywords -- the title, the body, the image file name or alt attribute of an image, the URL, and the meta description (see below for details about each). While some sites still use the meta keywords tag, it no longer holds the same value it once did in search ranking due to its abuse.
What's more is that search algorithms have become much smarter and can now recognize synonyms. So you don't necessarily have to repeat the same keyword or keyword phrase multiple times on the same page. You can now use variations of them to make your content read more naturally to your human audience.
That said, the page title (or product title) should never read like you are simply writing a meta keyword tag (variations of the same keywords or keyword phrases separated by commas). As a matter of fact, you should avoid using any punctuation in the page or product title unless it is pertinent to the name of the page or product (ie, using proper punctuation for an article or book title or the punctuation is part of the product name).
In the past, I would use the dash "-" as a separator, which is fine because most search engines do recognize it without a problem. However, I now try to refrain from using it or any other punctuation because:
- it wastes precious keyword real estate and
- it adds extra spaces (or dashes) to automatically generated URLs, such as those on a marketplace site.
You want to save that space for what's pertinent to the topic/product as well as ensure that the URL displayed in search results shows the most important keywords, which should be at the beginning of the title (more on that below).
Title Tags
The title of a page (or product title on a marketplace site) should be an accurate, concise description of the page's content (or product). Title tags are one of the most important factors in search ranking, so the following tips should be kept in mind when creating titles for your pages, articles or products:
Search engines only display the first 65-75 characters of a title in search results and is also the general limit on social media sites. While you don't necessarily have to limit yourself to that length, you need to make sure you're making the most of those first 65-75 characters because that's all browsers will see to entice them to click your link.
The most relevant keywords and keyword phrases should always be at the beginning of your title, particularly within those first 65-75 characters. Not only must you consider the number of characters a search engine displays in results, but you must also consider what a search bot is going to see as the most important information in your title.
Search algorithms are programmed to place importance on a keyword based on its position in the title. As far as the algorithm is concerned, what's at the beginning of a title is what the page's content is about. So that's where your most relevant keywords and keyword phrases should be placed and any extra descriptors should be placed at the end.
Take the following product title as an example:
Pedestal Cake Stand with Dome Lid and Serving Bowl Vintage Anchor Hocking Canfield Diamond Design Clear Glass 12in 2pc
It's pretty long and describes the item well, but what do browsers see in search results?
Pedestal Cake Stand with Dome Lid and Serving Bowl Vintage Anchor Hocking
So, not only is the algorithm going to instantly see that the page is about a vintage Anchor Hocking pedestal style cake stand with dome lid that doubles as a serving bowl -- the topic of the page -- so will browsers. When browsers click on the link, they will see the rest of the title that provides additional information that is important to them. Even if they don't read the product description, which many don't, unfortunately, they pretty much have all of the information they need right in the title.
However, the most important thing here is that even if a browser were simply searching for "Anchor Hocking cake stand Canfield", the search algorithm would give the link a high ranking because the full title includes every single one of those keywords and keyword phrases. The algorithm will give it an even higher ranking when it finds those same keywords and keyword phrases (or synonyms thereof) within the product description and URL.
Include branding, if important. If you're discussing or selling something with a brand name, it is important to include this information in the title, particularly if it is a popular brand. However, even if it isn't popular, there just may be a browser looking for that specific brand. To determine if it's important to include the brand name, just consider what the browser will be searching for as well as the purpose of the page (ie, information article or product).
For example, if a product, is the brand name important to consumers? When shopping for denim jeans, many will search for Levi's because that's what they're partial to buying. If a collector of a brand, the brand will certainly be important when searching. If someone is looking to add to or replace a piece within a design collection, the brand and design name will be important (as in the cake stand example).
Talk to your human audience, not the search engines. As related above, title tags should be descriptive and invoke the interest of browsers using the most relevant keywords and keyword phrases. However, they must also read naturally as search algorithms are now programmed to demote spammy content, including that which is written more for a search engine rather than a human audience.
Take the cake stand example. It is a proper product title as that's basically how the description would read on the box -- most assuredly in various places on the box, but with the same level of importance placed on each bit of information. Of course, a company is going to consider its brand name most important on the box. However, when a consumer is shopping online without a box in front of them, the brand name won't always properly describe the actual item unless that's the only thing they sell.
That is exactly how a search algorithm is programmed to look at it and it will give a higher search ranking to that page since it was written in such a way that is intended for a human audience. Whereas a title that looks like the following example will be deemed spammy since it looks like a list of meta tags that were written solely for a search engine:
Pedestal Cake Stand, Cake Stand with Dome Lid, Cake Stand and Serving Bowl, Vintage Cake Stand, Anchor Hocking Cake Stand, Canfield Diamond Cake Stand, Clear Glass Cake Stand
Body Content
This includes the main body of the page and the short Meta Description Tag, which is used in search engine results below the related page link (or URL). If you don't have the option to edit the latter, the search engine will automatically use the first 160 characters from your body content.
The two don't necessarily have to be the exact same text (if you have the option to edit both), but you should follow the same guidelines when writing each. That first 160 characters is an extremely important part of search marketing as it is basically advertising copy that draws readers to your site from the results page.
So, you should create a readable, compelling description using the most important keywords (notice how Google bolds the searched keywords in the description below the URL) within that first 160 characters. This is where doing a keyword analysis can also help a great deal -- in addition to the title. Again, try testing different keywords and keyword phrases as the main ones for those 160 characters to see which produces the best results.
In the body of the page, you can include the different variations of keywords and keyword phrases along with the other important details regarding the topic or product. The key is to make sure that both read naturally for your human audience, meaning writing with proper grammar and punctuation with NO keyword stuffing.
The Importance of URLs
Considering that the URL is the main thing a search engine is providing, it is naturally one of the most important factors in search ranking. So its structure is of great importance, meaning it should contain the same keywords and keyword phrases you are trying to rank for.
Since search engines only display the first 65-75 characters of a title, having the most important keywords toward the beginning of the title is key. Especially if the site automatically generates a URL for the page, such as a product listing, because they will pull keywords from the title starting at the beginning.
Take the cake stand example, which is a product listed on a marketplace. Its full title is:
Pedestal Cake Stand with Dome Lid and Serving Bowl Vintage Anchor Hocking Canfield Diamond Design Clear Glass 12in 2pc
While the URL generated is (ellipsis used so as not to shamefully promote myself LOL):
https: //www.etsy.com/...pedestal-cake-stand-with-dome-lid-and
The generated URL is exactly what appears in search engine results. Notice how the most important keywords are displayed so a browser can easily see what they'll find at that link. This is especially important when the title itself is not displayed, such as when someone shares the link somewhere on the web.
Image File Names (or the Image Alt Attribute)
Many fail to recognize the importance of properly naming images and image files that are uploaded to the internet. While some marketplace sites will rename an uploaded image file with some crazy-looking name of jumbled up letters and numbers, they do still include the title of the product in the Alt attribute of the image, which is basically for assigning the text that is associated with the image.
Take the cake stand example. Its title tag is used by the marketplace site for the image's Alt attribute tag. However, if you're uploading product images to a site that uses the image's file name, it is important for you to do the same -- use the product title as the file name.
Not only will this add to the number of keywords and keyword phrases associated with a page to help increase its search ranking, but it will also help increase the ranking of your images in the images section of a browser, which can and does produce additional traffic.
That about covers the most important aspects of how to rank well in search engines using proper SEO. If you would like additional information, please refer to the following resources provided elsewhere on this site:
- Google Guidelines -- Titles, Descriptions & Images
- Google's Definition of Keyword Stuffing
- SEO Best Practices - The Essentials for 2015
- SEO-Related Articles & Info
- Did You Know About Google+ Collections? Check this Out!
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