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Do’s and Don’ts to Improve Google Ranking

Among SEO professionals, there isn’t always consensus on precisely which and to what degree site factors contribute or detract from rankings on Google because the factors actually vary by industry. There are indeed, a number of contentious issues: markup and content quality, use of title tags, site organization and even arguments that Google Analytics data factors in to site rankings. Not likely (yet), but certainly up for debate among SEO professionals.

However, there are some Google ranking factors that most professionals agree affect site positioning on Google SERPs. However, these are opinions, find out for yourself how these apply to projects you’re working on.

Recommended Steps to Improve Google Ranking

1. Use keywords in HTML title tags. Probably the most significant factor for a site regardless of the competitive landscape, the title tag must be consistent with content in the page for best results. The more keywords in your title, the less effective this factor, be judicious.

2. Create quality anchor text for inbound links. At one time, according to some SEO professionals, quality anchor text was an essential component of a well-ranked site. After all, this is the text the user opted to see by clicking a link on another site. Most SEOs still contend that quality anchor text is a highly significant, positive ranking factor. If not for spiders, for visitors clicking in as well. Obviously the text should be relevant to the destination page for best results; that’s where your on page optimization comes in to play.

3. Increase link popularity. Link popularity takes into account the number of inbound links present. Link authority has less relevance, though it is still a factor depending on the competitive landscape. Link popularity is based on a global count of links from all sites. However, quality links are still critical to creating site authority; authority means ranking for more phrases than you intentionally target.

4. Hang in there. The age of a site is an important positive weighting factor according to many SEO professionals. It’s certainly a reasonable assumption. Failed sites are dropped as soon as the hosting subscription ends. If a site has been around for 10 years, the owners must be dong something right, especially if link popularity is steady developed over the years. Unfortunately for site owners, there’s no way to speed up the aging process – except hanging in there.

5. Increase the popularity of internal links. These links direct visitors to helpful, related content. They’re important in providing visitors with a positive on-site experience. Search engines view on-site link popularity as a sign that visitors like what they see and want to learn more.

6. Build deep links. Deep links are relevant to the topicality of the target page or keyword. The relevance of these inbound links matters to a site’s Google ranking. However, please note point 3. The sheer number of inbound links is a factor as well. Quality deep links carry more weight and add credibility to a site.

7. Connect with sites selling to the same demographic. Create a number of links with sites within your topical community. This helps visitors further their searches – something Google likes very much.

8. Keep old links. Google looks for web stability. The older the link, the more trust it has. It indicates a happy relationship with the site owner linking in who recognizes the value of sending visitors off-site. Google watchers suggest a three to four month time window for spiders to determine that this is a well-established, long-term link that has value to visitors of both sites.

9. Use keywords in body text. Make sure that keywords receive prominent display in headlines, headers, sub-heads. It’s important that the keywords used in HTML text on page match with keywords used in the site’s meta data and title tags.

Not Recommended

1. Don’t use session IDs in URLs. It sounds like a good idea on the surface, an easy way to track customer information, but here’s the problem. Each time a spider crawls the site, a new URL with session ID is created. The spider now has two, or three or more URLs all showing duplicate content. Go back to Go, do not collect $200. Don’t confuse this with pages that may have a couple GET variables in them; avoid that when you can, but just avoid having your pages containing session IDs.

2. Choose a reputable web host. The most potent negative ranking factor is server accessibility. If your server, located in Timbuktu, is inaccessible to spiders, it’s inaccessible to visitors. Down time soon becomes down and out time.

3. Avoid duplicate content. Googlebots employ filters to detect duplicate content. Now, if you opt to post some syndicated articles, you’re providing a service to visitors. However, a bot will recognize that content (it’s already appeared on 400 sites) and you’ll see a drop in traffic rank.

4. Jettison low-quality links. Google assesses the character of your site by the company you keep so keep good company by unlinking from (1) links farms, (2) sites with absolutely no quality content and (3) otherwise low-quality sites; e.g. FFA (free for all) sites.

5. Avoid any kind of links deception. Googlebots aren’t smart, but they can detect some paid links and a variety of links scams, including generated links. If a Googlebot suspects links fraud, your site may be penalized and sent to the basement or banned altogether.

6. Avoid a log-in before visitors and bots access “the good stuff.” Log-ins can easily confuse a bot who won’t be able to access quality content hidden behind a log in. Even though users with Google toolbars will be unknowingly suggesting new URLs to be crawled as they surf about, having teasers for the content your monetizing by subscription will help your SEO.

7. Avoid using frames. Horizontal and vertical framesets frameset are commonly used by designers to present more than one page of a site on the screen at the same time. However, frames are also bot traps. They can get in but they can’t get out, making it impossible for them to index a site – at all! Tell your developer to look at using iframes if possible or absolutely necessary.

8. Avoid duplicate title/meta tags. Title/meta tags are a valuable resource for site owners to expand access points to a site. Using title tags ensures that more pages are indexed and listed in Google’s SERPs as distinct links. All good. Unfortunately, too many duplicate title tags on pages in which the content topic hasn’t changed, is redundant and a waste of the bots time. Use tag your pages uniquely and judiciously.

9. Do not keyword stuff. Even though search engines no longer give much weight to keyword tags, keyword stuffing continues. Select 20 to 30 keywords – top-tier and long-tail – and focus on them. Keep keyword density in body text at no more than 3%. The old 5% rule still led to on-site gibberish – obviously these figures vary by competitive landscape.

10. Do not let quality slip – even for a day. Spiders crawl sites with greater frequency and sophistication and index updates are common as changes to a site are implemented. During periods of construction, be sure to keep spiders out of staging areas that have yet to be completed nofollow or block with robots. These works-in-progress may cost you points in the ranking sweepstakes.

Google controls 46% of all searches. Doesn’t it make sense to give this search engine exactly what it wants and delete what it doesn’t want?

Rhetorical question.

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  1. Wonderful list of do’s and don’ts. This post is not only helpful for a newbie but also for an experienced webmaster. Thanks a ton.

    Reply

  2. Starting some SEO campaigns and will definitely be using these tips. Thanks for the info!

    Reply

  3. Hey, noticed a typo in #4 of the do’s: “the owners must be dong something right” Oh, I get it. This is clever “keyword in body text” strategy. My bad.
    Nice post. A little on the jargony side, but I understood most of the tips. Google and its competitors depend on serving up relevant search results, so I predict that SEO will converge on good old fashioned quality as they program to weed out the tricksters.

    Reply

  4. Frederick Townes , it is fully appreciative of you to put in good efforts to provide detailed and useful information about SEO tips to improve SEO rankings for the wordpress users especially newbies. I am very sure it will come very handy for the newbies.

    Well done Frederick Townes!

    Reply

  5. Great Thanks for the article

    Reply

  6. Thanks for the lesson. I learned my lesson the hard way when my google page rank dropped 2 points. It took me about 4 month to get back to where I was.

    Reply

  7. Thanks for the article, This is a great overview of actionable items, and tips on what to avoid.

    Reply

  8. Nice differences to other “improve google ranking seo tutorials” – its all about details;)

    Reply

  9. A very well thought out guide, and the absolute truth. However, in the two years that has passed since this post, there a are couple of 'new' factors that must now also be considered when attempting to improve ranking: Social 'signals' and user engagement factors (CTR from serps, bounce, time on site, etc). But I'm pretty sure I'm preaching to the choir here :) – nice post!

    Reply

  10. Nice Post Fred! Whens the next Podcast?

    Reply

  11. I beleive its very true.

    Reply

  12. Great article, Key word density was a newer topic for me. Thanks!

    Reply

  13. Wow, this post was 3 years ago; but it seems even more useful in today landscape of SEO (especially your Not Recommended list). Seems like back in 2009 people felt that an unnatural linking profile would not cause a problem and that it was just scare tactics. But, now we know otherwise with people being notified daily in 2012 by Google about unnatural linking.

    Thank you for the information because it seems practical and is a good checklist even now 3 years later.

    One thing that stands out to me is the duplicate content thing you mention due to syndicated articles. I have noticed that people are scraping the content from some of my sites like crazy and they are out ranking me now in some cases. Do you have any input on how to rectify this problem? I have been starting to implement Author and Me Tags, but it is too soon to know if it will help.

    Thanks again, David

    Reply

  14. Very informative

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  15. Great SEO tips. Implementing them on my blog.

    Reply

  16. I was just searching for this itfmroanion for a while. After 6 hours of continuous Googleing, finally I got it in your website. I wonder what’s the lack of Google strategy that do not rank this type of informative web sites in top of the list. Normally the top web sites are full of garbage.

    Reply

  17. Use keywords in HTML title tags & Increase the popularity of internal links are highly recommended .
    It has good seo value.

    Reply

  18. Very true, good tips on Webdesign and SEO!

    As always it comes down to doing what feels right & benefits the user – which is what Google will look for (and rate accordingly).

    Reply

  19. thanks you informing us specially to me a newbie about seo about do’s and donts on google ranking.. thank you s much..

    Reply

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