We’ve been over the steps of what you need to do when you’ve been penalized and dropped from the index, but once you’ve followed all of those steps, you might be wondering just what’s next? To recap quickly what you should do, first go over your email (which you most undoubtedly have) and follow their major points of issue. If it’s bad backlinks, do your best to have the removed. Spammy content? Get a handle on it and rewrite it. Found out your SEO is playing the black hat game of gaming the engines instead of working with them? It’s time to drop them and call the real experts in search. After all of those steps, you resubmit your site for inclusion.
But once you’ve done all of that, it’s in the hands of the search gods. It’s where you need to sit on your hands, and wait for them to decide if you’ve done enough, to be reindexed and included back into the search rankings. What some people don’t realize though, is sometimes the search engines don’t fully clean your record, it may only be a partial pardon, incentive really to clean the rest of your act up. Just like search engine optimization isn’t just a black and white industry, neither is directing traffic at Google or Bing.
So, just how relevant is too relevant? It’s a question being asked lately as more and more often, the results page tends to be over taken by the same website. There was a short video put out by Matt Cutts and the Google team, trying to describe just what’s going on.
The method for displaying these newer results however, have been getting under users skin however. How diverse do the search results really look, or seem, when the top three or four, and sometimes the entire page, is taken up with a single result? Relevance to the search query is obviously which drives Google and other search engines to deliver their results, and the better refined they the better it is for the end user. Have you had any instances recently where the search results page has been dominated by a single result?
The web is a huge place, full of anything you can think of at any given time, because chances are if you can think of it, someone has made a website or web page for it somewhere. It could be as common as people writing about the latest movie or song, or it could be as low key as a new local band for instance, but if you were to hit up a search engine you will almost always find at least a webpage about it.
And with all of the billions and billions of web page and websites out there, it creates a market, and with any market comes the marketers. Search engine optimization, adwords, white hat, black hat, when you start reading about the industry you will find yourself running into terms which become more and more unfamiliar as you go. It’s no wonder that when you start having the conversation with a prospective, or sometimes even existing client, that the question comes up “Do you know how Google/Bing/Yahoo works? Can you promise me number 1?” Now the polite, short answer to that question is “No” and the long version is “No, we can’t promise number 1″. And then the inevitable happens, they utter the beginning of the worst phrase you can hear as an SEO “But I read/heard/was told that..”
Here’s the short reason why we can’t guarantee you number 1 in search for your business: the web and the search algorithms are always changing. When Sergei and Larry initially created the Google algorithm to run around and start indexing the web, it wouldn’t be a surprise to hear they never imagined it would get so massive. It’s rumored that the algorithm that runs now has somewhere between 250 and 300 ranking factors in it as it parses your website. And some of the confusion for those on the outside of the market, is when they read an article about how someone has cracked the algorithm to always rank on the top. I apologize for being up front, but anyone who tries to tell their clients that is a conman. At this stage of the search game, with as long as the algorithms have been changing and adapting, I doubt there is any one person employed by Google or Bing, who can sit down and tell you just how it works. Because at this point, they are just too big, too complex, and take into account so many different points that it’s mind boggling.
So your best course of action, is to adhere to the KISS principle, Keep It Simple Stupid. Don’t get crazy with your site, don’t get too smart with your content and follow the best practice guidelines; and you’ll be okay.
Continuing in the thread of website basics, it’s time to delve into a couple of additional facets of the online game. We’ll have a look at two website components, your navigation, and the images which you use to compliment your content.
The navigation of your website, while a basic component, fulfills a number of other functions as well. Depending on the visual aspect you desire for your site, your navigation can fill in an accent role in a color scheme, to being an active engaging portion of your site. But while you’re using your navigation to help make your site more appealing, you need to bear in mind that people aren’t the only visitors to your website, you have to think of the search engines as well. It’s not unusual to find new clients whose navigation menus have been built with fly away java scripts, animated roll overs, or even a menu built entirely in flash. While these elements sometimes provide a great visual experience, when the search engines are concerned your navigation menu is invisible. Many of the fly aways and flash aspects for your navigation can actually be written by CSS scripting, which is all text to the search engines, and they’re sole goal is to index text. When you’re building your site, or having it revamped, be sure to take the time and spend the extra dollar, and have your navigation built as much as possible via CSS. You’ll thank me later.
Secondly, the images which you use on your website is an important feature to bear in mind. While you’re building, or updating your website it’s good practice to pepper your content with images which can be used to accentuate your content for quick consumption. The number one point you need to bear in mind, is the size of the image you wish to include. The internet is often referred to as being a system of tubes, and if your images are too large, you can slow down your websites performance. A good way to keep your images under control, is to have your graphic designer provide you with a jpeg or a gif version of your completed image. Graphic designers often work with very large file types, and website owners try to upload these images directly to their site and then become worried why their pages begin taking much longer to load. To give an idea of how large some of the graphics become, it’s not uncommon to receive a finished image in the area of 40 megabytes and up. In terms of comparison, the average jpeg file is only a few kilobytes, it’s like filling a shot glass with water from a tap as opposed to a bath tub. The more appropriate way to be able to link your large, beautiful images to your website, is to embed the jpegs within your content, and create a link to your larger image, so that it’s not loading each time your site is brought up.