The Penguin Update is significant in that it specifically targets websites that insist on employing questionable SEO practices along with sites that are being over-optimized. Two of the major areas affected deal with

• Illegitimate Links
• Keyword Stuffing

The last few blogs dealt specifically with these and other common forms of search engine spamming that would inevitably lead to sites being banned.  Both these practices are viewed by search engines as spamming and are considered serious infractions by all search engines. Even websites that may, in the past, have used such questionable tactics but have since ceased these practices may be in jeopardy of being penalized.

This reaffirms the importance of using only reputable SEO service providers such as Metamend that constantly monitor all changes in algorithms and ensures that your website is in keeping with only the best practices in SEO marking.

Because of the significance that Google’s Penguin Update has for all website owners, we will explore what these changes mean in more detail in our upcoming blogs.

Tiny/Invisible Text – The challenge of having a website appeal to both search engines and users alike was difficult because it was almost impossible for a web page to contain every single keyword/phrase within the written content (or text) of a site. Some web operators came up with the strategy of using text that was the same colour and the site’s background making it “invisible” to search engines but not to users. This also led to “Tiny Text” that was viewed as dots or periods on a monitor but was read as text by the search engines. Search engines have since banned this practice.

Meta Refresh Tag - This practice is similar to cloaking, albeit a low-tech one. The purpose was to conceal “leap pages” or “doorways” which would automatically redirect users to an alternate page.  This redirection usually took less than one second to occur. This practice enabled web site operators to hide the doorway from users but allowed search engines to spider the doorway page and follow the link while taking users to a completely different page. This was a common tactic used by adult sites and redirected them to their website regardless of what the user was searching for. Because there were so many variations using this method, most administrators have banned this believing that users must see the same page as do the search engines.

Excessive Search Engine Submission – Knowing when and how much to submit is a key element in any SEO campaign. Regardless of how professional or content rich you website is, over submission can result in getting your site banned completely. There was a time when resubmission resulted in search engines “thinking” that your site was “active” and would re-index it. This is no longer the case as most search engines have now established a limit on how many submissions they will accept from a particular website within a specified time period.  These time periods can be for a month, a week or even a day. There are areas in SEO where one can go overboard and will actually work towards your marketing goals but over submission is definitely not one of them.

Whether it’s in your kitchen cupboard or part of an SEO (Search Engine Optimization) campaign, spam, also referred to as “spamming the search engines” or “search engine spam” is never a good idea. Any type of spamming is designed, by some web site operators, in an attempt to trick search engine robots or spiders in order to receive better site rankings. One of the techniques used to trick search engines is a method called, cloaking, which we talked about in a previous blog and another is spamming which we will cover here. Search engines do not take kindly to spam because a lot of work goes into giving users only the most relevant search results and spamming greatly reduces the validity of those results.

Search engine guidelines, rules and algorithms are constantly changing and unless you have kept up with these changes, it is possible that you might be incorporating spam in your online marketing campaign. SEO experts such as Metamend will monitor your website to make sure it conforms to any and all changes as it relates to the latest rules and algorithms that are in place. There are several schemes used by spammers, a few of which we will explain here, which should give you a better idea of what search engines are looking for.

Metatag Stuffing – Simply put, “stuffing” refers to inserting as many keywords as possible into metatags which are then used by most search engines in reviewing a site. If, for example, you inserted the word, “bicycle” numerous times in your tags, you would pretty much be guaranteed to receive top ranking for that specific key word. Search engine operators were able to overcome this “stuffing” issue by setting character limits for meta keyword tags and the meta description. This resulted in only the first specified number of characters being read and would be ignored if you went over the limit. Search engines also set a limit on the number of times a term could be used within a tag preventing operators from simply using the same word over and over.

Irrelevant Keywords And Terms in MetaTags – The importance, or value, of a website was determined by how many users actually saw a site, making it possible to drastically improve the ranking of a site by simply using irrelevant but popular terms inserted into tags. The use of terms such as “coupons” or “XBOX” would pump up your ranking even if your site was about running shoes. Search engines soon adapted to this scheme by penalizing websites that used keywords or phrases that did not appear, or had nothing to do with the actual content of the website.

Other popular spamming techniques include Tiny and Invisible Text, Meta Refresh Tag and Excessive Search Engine Submission. For more information about these terms and what they mean, you can visit the Library page on Metamend’s website.

There are two core strategies in online marketing that should never be used even when they promise to deliver huge gains in a short period of time because any success they may provide will certainly be short lived. The first is cloaking, which we will talk about today and the second is spamming which we’ll cover in a subsequent blog.

Cloaking is the practice of feeding one specific type of content to search engine spiders while displaying a completely different topic or content to the searcher. The reason people feed certain content to search engine spiders is to achieve a high ranking for the cloaked page. Search engines put a lot of effort into making sure that users have a “What you see is what you get” experience every time they search for something. Search engines do not take kindly to this type of misleading advertising and take instances of cloaking very seriously.

Some may argue that there are instances where cloaking is acceptable, for example when trying to overcome browser compatibility issues. Although this practice can be technically viewed as justifiable in overcoming these issues, it is not acceptable to search engines. The reason for this is simply that although this method can be used in a positive way, it can just as easily be used as a deceptive way of getting people to an alternate site. Even though the tool itself is not the “bad guy”, it has all too often been used to deceive search engines and therefore any usage is simply not acceptable by them. While those who use cloaking as a strategy in getting you to their site may see some initial success in increased traffic, it will not help sites that are poorly designed in the first place and that lack quality content.

The positive thing that can be taken from all this is that a professionally designed website with strong, relevant content put together by SEO (Search Engine Optimization) experts will always yield far better results with a much better ROI (Return on Investment).

In the last couple of blogs we spoke about some powerful, free SEO (Search Engine Optimization) tools that Metamend offers to help you maximize your ROI (Return on Investment) in regards to your online marketing campaign. Previously, we covered the Enquisite Search Metrics and the Keyword Density Analyzer Tools. Two additional, free SEO tools are the HTTP Head Request Viewer and the SEO ROI Calculator.

The HTTP Head Request Viewer has two main functions. The first is to show the response information that is sent to search engines or web browsers before actually displaying the page. Its second function is to test for the successful implementation of “301 Moved Permanently” Redirects. It is important to understand precisely which HTTP Headers are seen by search engine spiders; this is vital information for any SEO campaign. Metamend’s HTTP Header Request Viewer will show you exactly how search engine spiders react to a site’s HTTP Headers. This free SEO Tools will help you more accurately optimize each page of your website. You can give this free tool a try by simply entering a URL in the query box which will prompt Metamend’s search engine spider to analyze the HTTP Headers of that page. Performing this simple procedure will allow you to see what HTTP Headers the search engines are extracting from that page.

The SEO Calculator is able to measure the ROI of organic web traffic that is generated from an SEO campaign. Metamend’s SEO ROI Calculator can be used for either B2B (Business-to-Business) or B2C (Business-to-Consumer) websites. Everyone wants to achieve the best possible ROI for their online marketing campaign but knowing what method will best help you achieve your goals can be a difficult task. The most effective ROI strategies continue to be ones that follow a robust SEO plan along with some basic guidelines such as: organic optimization, adding relevant links, measuring web traffic, etc.

Trying Metamend’s free SEO tools can help get you on the path to increasing your visibility and meeting all your long and short term marketing goals without spending anymore money. You certainly have nothing to lose and may have much to gain.

Adopting a professional SEO (Search Engine Optimization) campaign that is recognized by the IT industry is a must for the continued health and growth of organizations that must compete in today’s ever changing global marketplace. The processes that make up any successful SEO campaign are many and highly complex requiring the expertise of seasoned professionals in the field. It must also be an undertaking that is monitored over the long term in order to ensure that your campaign is in keeping with the inevitable changes and new developments that come about within the world of online marketing strategies. This also includes changes in the way that users search for products/information as well as the type of devices they use for their searches.

There are specific SEO tools that are essential both in the development and maintenance of any successful SEO campaign. It is vital that any organization which is either contemplating a new campaign or simply wishes to perform some benchmarking to an existing campaign have access to applications that can test the proficiency and current validity of their marketing goals.

Metamend understands the importance of keeping one’s costs down and at the same time maintaining a healthy ROI (Return on Investment) in respect to your organization’s online marketing plan. With this in mind, they provide a number of Free SEO Tools that will help determine the strength of your current campaign and offer valuable suggestions about areas that need tweaking.

Metamend’s Free SEO Analysis and Crawl Test is a powerful tool that helps in determining just how “search-ready” your website is. By submitting a page from your current website the Keyword Density Analyzer is able to show you exactly which the most prominent words on that page are. You will be able to view, an easy to understand, visual representation of the density cloud (content) and gives you useful information about how to fine tune your content to make it more search engine friendly.  Metamend also offers a number of other Free SEO Tools that will help you keep your SEO campaign current without having to add to your existing online marketing costs. In subsequent blogs, we will go more in depth about what each of these tools can do to enhance your online marketing goals.

Website Conversion Optimization needs to be viewed as part of a larger process aimed at optimizing multiple aspects of your business with the ultimate goal of increasing a company’s bottom line. The key components, in very simple terms, of a comprehensive campaign would include:

• In depth analysis of any existing website(s) along with short and long term goals that owners and managers envision for the company. This would include specific recommendations in regards to what is needed to bring the website in line with current market and search engine standards.
• Search Engine Optimization plans could then be set in place making sure that you are receiving your fair share of internet searches. Part of this plan might include PPC Management (Pay Per Click).
• Conversion Optimization is generally the next logical step in the process.

The first two steps ensure that your website is focused and reaching your specific target market in an effort to increase traffic to your site. By implementing any number of Conversion Optimization strategies relevant to your business and its goals, a greater portion of traffic that arrives at your site will be turned (converted) into actual sales.

This process can be likened to a business owner that opens up a brick and mortar store selling a product or service. You will first have to do some research into the best location for your store and what you want it to look like. Your next step will be to get customers into your store by making sure it is aesthetically appealing and that any advertising you do will attract people who actually have an interest in what you are selling. Once customers visit your store, the sales people have to be ready, willing and able to make a sale and have existing customers coming back for repeat sales.

Although the entire process is a highly complex one, the ultimate goal of any Conversion Optimization program is to turn window shoppers into longstanding, satisfied customers. It is by repeating this process over and over again that companies begin to build a solid reputation and are able to realize a healthy growth over the long term. Of course the most successful companies enjoy this growth and longevity by means of implementing an ongoing Brand Protection and Reputation Management campaign. Protecting your online business can be compared to making sure you set the alarm and lock the door each night before you leave.

The average business person today is savvy enough to understand that protecting their online reputation is necessary in order to successfully compete in the current global marketplace. They also recognize that negative comments on social media sites, blog posts, etc as well as phishing by unscrupulous businesses can very quickly have devastating effects on the livelihood of their business. Still, some company owners do continue to question just how much it can cost to enlist Brand Protection and Reputation Management programs. The more appropriate question should really be, “How much will it cost me not to protect my online reputation and my company’s Brand”?

First, it is important to understand that being an honest business person and providing your clients with a reliable product/service is simply not enough in today’s technological world. Remember that anyone can post anything they want, whenever they want to on the internet. If internet activity is not being monitored by professionals who understand what to look for, your reputation could be in serious trouble long before you realize what has happened. These posts can be as innocent as a graphic and slanderous post about an employee who works for the “ABC Company on George Street” by someone who is upset with him/her. On a more serious level, there are plenty of unscrupulous companies out there attempting to redirect searchers to their own website which they have designed to mimic yours in order to steal your business.

It’s true that as a business owner one often has to wear many hats, but unless you are an IT professional, protecting your company’s online reputation should not be one of them. Staying focused and doing what you do best, which is taking take of customers and providing them with a reliable product/service is simply smart business. It may have taken years to build the kind of reputation you have today but damaging it can happen very quickly and can end up costing more to repair than is financially viable. So, as a business owner you have to decide just how much your business is worth – especially if you were to suddenly lose it.

An internet presence in today’s marketplace is essential in keeping up with one’s competitors and a necessary tool in expanding your market share on a global scale. The majority of successful businesses have a strong and loyal customer base both on the net and in their brick and mortar venues. In the “old days” keeping your customers happy was relatively easy since you or your staff were able to take care of their needs and concerns in person. With clients physically visiting a place of business, owners were able to make sure they and their staff provided great service and were able to deal with complaints quickly and efficiently.  By following these simple measures, owners were able to build and maintain a strong and healthy professional reputation.

With the introduction of the internet, protecting your reputation has become more complicated. It is no longer enough to ensure that the customers who visit your storefront are happy. You may never know that an online customer was unhappy with your product or service until they post a negative comment or blog on a social network site which can quickly spread like wildfire. When someone tries to sabotage your reputation by placing slanderous or other negative articles and/or posts on the internet, it is more than just your online reputation that is in jeopardy.

Opening up to an online marketplace must involve a great deal more than simply having a company design a great website that will increase your client base. The internet must be monitored for malicious and/or slanderous content that has the potential to jeopardize your business. This can occur via unsatisfied customers or disgruntled workers and may be geared toward a product/ service you provide as well as against the owners or employees of your company.

The right SEO (Search Engine Optimization) plan, will not only help drive up sales by attracting more relevant potential customers to your website, it can also integrate a Reputation Management and Brand Protection aspect to ensure your continued success. While a good reputation can take years to establish, it can easily be damaged beyond repair in very short order. Each and every company with a website should consider engaging an established SEO Service Provider and deem it to be as essential to their business as a security system is to a physical storefront operation.

You’ve worked hard over the years to build a solid reputation with clients in you local community and are now ready to put your business on the net in the hopes of expanding your market share. It’s one thing for clients who have gotten to know you and your business in person to stay loyal even in the face of occasional diversity. It is completely different when a total stranger who may know nothing about you decides to post malicious and unfounded rumors about you on the internet. This type of slander can spread like wildfire and go viral in no time. Along with the tremendous advantages that the internet offers businesses of all sizes, the chance to go global comes with its share of risks. By the time a company realizes what is happening, the ability to stop this process can be extremely difficult, not to mention very costly.

When talking about the global market place, an ounce of prevention is always worth substantially more than a pound of cure. The time to put a plan together to build and maintain your hard earned reputation is before your website goes live for all to see. All reputable SEO (Search Engine Marketing) service providers will work with your web designers to make sure that the content and layout of your site is attracting the right target market to help increase sales and will also monitor internet activity making sure your reputation says intact. They will be in a position to advise you on whether or not specific posts might be detrimental to your business and what (if anything) must be done about it. While building trust and confidence in existing and potential clients can take years to establish, even the best of reputations can sustain enough damage that many companies are simply never able recover financially.

The best SEO campaigns, by far, are ones that incorporate a strong Reputation Management component along with Brand Protection. One would never consider setting up a “brick and mortar” business without installing a security system to safeguard your merchandise. Knowing that your good name is being protected will allow you to explore new emerging markets and compete on a global scale with greater confidence.