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Mar 15th

The Truth about the Keyword Meta Tag

written by: Lee Johnson

The Keyword Meta Tag Argument

There are various Meta tags we use at Customer Street but the keyword Meta tag causes by far the most arguments and disagreements between Webmasters and SEOs. When first conceived, the main function of the keyword Meta tag was to tell the search engines what subject / product / industry your site was orientated around and in the early days of SEO it was one of the key elements to high search engine rankings.

The keyword Meta tag:

The advice below DOES NOT relate to keyword research (which I will cover in my next post). Keyword research is still the basic fundamental behind SEO and has implications far beyond the keyword Meta tag.

Yahoo and the Keyword Meta Tag

The original “big daddy” search engine was Yahoo. When Yahoo first started indexing and ranking the world’s online content they placed a great deal of ranking weight on the keyword Meta tag. The problem with this ranking method was that black hat SEOs realised that to get to the top of the search engines all they needed to do was stuff the keyword Meta tag full of keywords and wait.

The Keyword Meta Tag today

As time went on (and we saw the arrival of Google) algorithms improved and, due to the abuse it received, the keyword Meta tag was made semi-redundant. Debates still go on about whether or not the keyword Meta tag is taken into account by any of the search engines, but the common consensus is this:

It is widely agreed that Yahoo is still placing SOME weight on the keyword Meta tag but it is thought that they do not place any way near as much weight as they did. It is also widely agreed that MSN is still paying SOME attention to the keyword Meta tag although not as much as Yahoo. It is also agreed that Google pays little (if any) attention to the keyword Meta tag and it never has done.

How should we handle the Keyword Meta Tag today?

Just because Google doesn’t pay much attention to the keyword Meta tag doesn’t mean that we should ignore it, although many SEO’s and webmasters do. One thing is clear – the keyword Meta tag is still used in some way, so you should observe the following:

- Add no more than 5 or 6 keywords to each page.
- Add geographical references if you engage in localised business.
- Add any common spelling mistakes that relate to your business.

There is also a theory that the search engines look at how the keyword Meta tags relate to the content of the page and try to observe correlations. There is also a theory that on page served ads (such as Google AdSense) generate their ads based on the keywords Meta tag.

So the evidence conclusively suggests one thing – get them right from the start but don’t get too wrapped up in the whole keyword Meta tag area!

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Mar 15th

SEO is like Snowboarding

written by: Lee Johnson

Last week I was in Andorra (Pas de-la Cassa resort) on my second Snowboarding trip. Just like my SEO career, being self taught, I realised that snowboarding is all about try, try and try again; understanding, balance and technique. Nothing comes free in this life, its all about graft and work ethic and getting the basics right.

Day 1 – Getting the basics right

Understanding & Balance

After the first full day I realised that taking snowboarding (SEO) patiently and methodically (getting the basics right) works far better than thinking you can rule the slopes (search engines) in a day. This is so like the search engine optimisation world, using a method based methodical approach holds you in good stead for the future and builds confidence in your site slowly but surely.

Day 2 – Experimentation

Technique

Having got the basics right (Meta data) it was time to experiment a little. Day 2, I was confident that the basics were there and I was able to predict what lay ahead of me and it was time to do a little testing (keyword phrase positioning, content writing). I decided to go a little further into the mountains and try some more difficult runs.

So all of you know, there are 3 types of ski – snowboard runs (paths), blue, red and black, blue being the easiest and black being the toughest.

I would compare these to search engine optimisation techniques:

  • Blue run: Getting the basics right
  • Red run: Experimentation within the guidelines
  • Black run: as some call it black hat, I call it stupidity and always will (I will explain later).

Anyway back to day two, I decided to listen to my more professional ski – boarding friends (who have been more times than they have fingers and thumbs). I followed them through several blue and red runs feeling confident that the basics had given me the confidence to try some more daring testing and experimenting.

I listened intently to my boarding peers (testing what I had learned from SEO articles from the top recourses) and tried a few several more complicated techniques and runs. Due to this going well without collapse or breakages or removal from the slippery slopes I thought I could do anything and get great such a thrill and a high (ranking) without the pain or disaster.

I followed them across the Pass de-la Cassa’s mountain range to the second resort range, where I was rudely awoken and realised they wanted to push me too far (when looking at I faced), I did the right thing (I did not allow myself to be easily drawn in and do something I could not control or was comfortable with).

Daring but unwise SEO Companies

Just like the SEO world there are many daring but unwise SEO companies and individuals out there that try to push the boundaries too far that can cause collapse (possible refusal by the search engines to accept your site) I decided to stick to what I knew and enjoyed testing myself on what I understood to be correct. (A wise move that should be heeded). Always look at the company history, get examples of work, testimonials of clients that you can contact yourself.

Going forward through the week

Each day I pushed myself a little further and enjoyed the return on investment, not trying to take things too far but understanding how far I could push my body and skill base (I was adding quality content each day and doing it sensibly (no keyword stuffing, no content theft, no spamming) but more re-submitting my site-map cleaning up my website code (techniques) etc).

Last day

Following the correct paths (runs)

I thought as I had done so well during my time in Pas de-la Cassa i decided to experiment a little too far and followed my friends during the day; which I came to realise was way too far.

Time came to get of the lift at the top of the mountain. This is where i discovered the black hat black run. I was extremly nervous and with trepidation I watched my friends take the plunge on what only can be described as complete madness. I was left alone to make a decision that would potentially cripple me and cause no end of pain (removal from the search engines) and life itself.

Was I to risk it all and have possible exclusion from my active life in the fast lane for what could have been months, or follow my own understanding from the guidelines I have come to understand (Google guidelines) and do the right thing and take a different route?

So what did I do? Yes or No?

One stage too far Sidney it was just sulfurous , I started over the edge and within what felt like a second (re-indexed), I was too far to return to the top in fact all I could do was prey and drop like a stone down the mountain (which is Google). I called my friends for help but it was too late they could not get to me and recover me from the black hat run and from the most horrible of experiences I would not wish on my enemy.

To be perfectly honest I was way out of my depth and had tried something that within my heart I knew I should not have attempted. I did eventually get to where I could get back on my snowboard but this was after much anxiety, swearing at my friends and also a complete humbling for me for being so foolish to even consider the extreme (black hat SEO).

Stick to what you know

It was a huge learning curve; I was very disappointed in myself and my decision that I had not heeded the warnings, wobbly legs, increased blood pressure etc. There always signs to follow, heed them; they can help guide you through the dark murky world of the unscrupulous SEO Company and individual. If you are looking to understand the SEO world in more detail get some books, do research, testing, and remember ballance and technique. Following the correct runs (paths) will hold you in good stead now and in the future.

I am in one piece but I had a very lucky escape, don’t be fooled,

A relieved snowboarder,

Lee Johnson – UK SEO manager at BT Customerstreet

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Feb 26th

The History of Search Engine Rankings

written by: Lee Johnson

The speed and ease with which fast search engine rankings can be achieved has changed considerably over the years. As the search engines have updated and altered their algorithms achieving fast search engine rankings have become more and more complex.

When search engines first arrived on the web SEO’s were able to achieve fast rankings fairly easy. They filled a page with keywords, submitted it to the search engines and within hours the page had achieved fast rankings. This is due to the way the initial search engines rated the quality of a web page. The keywords Meta tag was used heavily to determine positions and SEO’s learned that they needed to fill this Meta tag to the brim with keywords and the fast rankings would follow!

Search engines realised that it was too easy for SEO’s and webmasters to abuse their ranking procedures so they altered the way the way their software worked and fast rankings became near impossible. With the arrival of Google, and the advent of AdSense, un-scrupulous Webmasters and SEO started to create spam domains which would appear in the search engine rankings over night and attract a huge amount of traffic which went nowhere other than through adverts which made the webmaster plenty of quick cash.

Google’s Ranking Procedure

Because of this increasing abuse of the search engine rankings and the way they work Google and the other search engines decided to change the way they list new sites. And so the “Sandbox” theory emerged. The theory behind “Google Sandbox” was that all new domains were placed in a quarantine area before they were trusted enough to be let into the main index, therefore making it impossible for Webmasters to make some quick cash from these instantly ranking poor sites.

Achieving Fast Rankings and Permanent Rankings for your Website

Achieving fast rankings for a site is not as easy as getting your new blog post or article listed. This is because of the level of trust that Google gives to a new domain. To achieve fast rankings for a new domain you need to create the illusion that the domain is trusted. When creating a brand new site on a brand new domain there are several methods which you can employ to increase the chances of your site being listed.

Trusted Links

The first step to fast rankings for new site is to establish some strong inbound links from trusted sites, preferably with high page rank. This does two things, it makes your site look like it is “here to stay” and it also provides the search engines with plenty of in-roads to your site. If you can establish links from sites that are already enjoying high rankings for your keywords then you further improve your chances of your own site ranking well.

Google Webmaster Tools

Another key to fast rankings is Google Webmaster Tools (GWT). Once you have finished your new site and established some trusted links you should sign up for a GWT account. As part of this service you can add an xml sitemap. An XML sitemap is a file which contains the URLs of each and every page within your site and they make it very easy for those pages to achieve high rankings. It is kind of like a list of directions for the search engine to follow to find each of your pages. Once you have verified your site in GWT and uploaded your sitemap Google will then head straight to your new domain, cache all the pages and rank them accordingly.

Fast Rankings and Permanent Rankings for your Blog

All of the above methods will also work when trying to achieve fast rankings for your blog and new blog posts.Many blog platforms are now fitted with pinging services. This means that when the webmaster updates or adds a new post to there blog a message is sent to blog update services and search engines requesting a visit from their spiders and, providing you haven’t been abusing the function, they will usually oblige. It is possible to see pages in high rankings within minutes using this method.

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Feb 26th

The definitive nofollow attribute rules from Google

written by: Lee Johnson

I have long been a little hazy with regard to the nofollow attribute. Google has at last explained what they do when they see a nofollow and why was created. I have done several tests and some has been inconclusive but here below is Googles take it it. (keep in mind that other search engines may consider the nofollow rule differently).

From Google Webmaster Guidelines:

What is nofollow and why was it created?

“Nofollow” provides a way for webmasters to tell search engines “Don’t follow links on this page” or “Don’t follow this specific link.”

Originally, the nofollow attribute appeared in the page-level meta tag, and instructed search engines not to follow (i.e., crawl) any outgoing links on the page. For example:

<meta name=”robots” content=”nofollow” />

Before nofollow was used on individual links, preventing robots from following individual links on a page required a great deal of effort (for example, redirecting the link to a URL blocked in robots.txt). That’s why the nofollow attribute value of the rel attribute was created. This gives webmasters more granular control: instead of telling search engines and bots not to follow any links on the page, it lets you easily instruct robots not to crawl a specific link. For example:

<a href=”signin.php” rel=”nofollow”>sign in</a>

How does Google handle nofollow links?

We don’t follow them. This means that Google does not transfer PageRank or anchor text across these links. Essentially, using nofollow causes us to drop the target links from our overall graph of the web. However, the target pages may still appear in our index if other sites link to them without using nofollow, or if the URLs are submitted to Google in a Sitemap. Also, it’s important to note that other search engines may handle nofollow in slightly different ways.

What are Google’s policies of nofollow usage?

Here are some cases in which you might want to consider using nofollow:

Untrusted content:

If you can’t or don’t want to vouch for the content of pages you link to from your site — for example, untrusted user comments or guestbook entries — you should nofollow those links. This can discourage spammers from targeting your site, and will help keep your site from inadvertently passing PageRank to bad neighborhoods on the web. In particular, comment spammers may decide not to target a specific content management system or blog service if they can see that untrusted links in that service are nofollowed. If you want to recognize and reward trustworthy contributors, you could decide to automatically or manually remove the nofollow attribute on links posted by members or users who have consistently made high-quality contributions over time.

Paid links:

A site’s ranking in Google search results is partly based on analysis of those sites that link to it. In order to prevent paid links from influencing search results and negatively impacting users, we urge webmasters use nofollow on such links. Search engine guidelines require machine-readable disclosure of paid links in the same way that consumers online and offline appreciate disclosure of paid relationships (for example, a full-page newspaper ad may be headed by the word “Advertisement”). More information on Google’s stance on paid links.

Crawl prioritisation:

Search engine robots can’t sign in or register as a member on your forum, so there’s no reason to invite Googlebot to follow “register here” or “sign in” links. Using nofollow on these links enables Googlebot to crawl other pages you’d prefer to see in Google’s index. However, a solid information architecture — intuitive navigation, user- and search-engine-friendly URLs, and so on — is likely to be a far more productive use of resources than focusing on crawl prioritization via nofollowed links.

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Feb 26th

Words That Sell

written by: Lee Johnson

How do people find you on the Internet ?

Through words, of course. Carefully chosen words and keywords will determine your website or web page’s rankings on the Search Engines, and will pull visitors to your site. Not just any visitors, but people who want and need your product or service. Targeted Web traffic.

Once they’ve come to your site, how do you ensure you make a sale?

Again, through the right choice of words. Words prompt people to think, consider the options, decide, and most important, take action.

Words make the sale

What are these words?

Credible words

It’s important that your web content is believable and sincere. Or you may drive visitors away instead of attracting them.Millions of sites use words that are overstatements or exaggerated claims. Words like “killer apps”, “incredible results”, “never before”, “world-famous”, “extraordinary features” and a whole lot more, usually followed with several exclamation marks!!!!! Limit yourself to a single exclamation mark where relevant, or drop those marks altogether. Unless the words above are backed up by research or documented evidence, most of your visitors would discount the exaggerations and feel the claims are untrue. How would they trust you with their money?

Simple words

Use quality words, information-rich words, yet easy-to-understand words.

Powerful words

Use keyword-rich and targeted words, designed to bring the right people to your site.This is specially important while writing descriptions and ads to promote your site, writing headlines and subheads, writing words in bold or coloured text for easily scannable content.

Action words

Words like “Free offer”, “Free resources”, “Big Discount”, “Sale”, “Free trial”, “Try us out”, are powerful action-generating words.

Documented words

Use research to back up claims of product superiority. Use client testimonials to assure people that you deliver on your promises. If you add links that lead to more information on the subject, your visitor can check out the authenticity of your statements. Quotes from experts in the field you are writing about, add weight to your statements.

Thought-provoking words

How often have you read a whole article because the headline triggered a whole thought-process?

This is a highly effective way to draw the reader’s attention and as you know, readers are 25% slower while reading on the Web.

All the more reason to grab their attention:

With a question in the headline, with a paradox or apparent contradiction in facts and with a bold statement that refutes popular beliefs.

Naturally, such attention-getting devices have to be backed up by persuasive content that retains the reader’s interest or puts forward a different point of view.

Persuasive words

Just like a salesman in a shop or office, your content needs to sell a product or service.The difference is that the Web is a virtual showroom, where you don’t have the advantage of using body language like energetic gestures, smiles and a tone of voice that draws and holds attention.Your visitor has the freedom to click out of your website at any time she chooses.The words you use can persuade her to stay, take a tour, look at the services you provide, see what other clients have to say, buy your product or give you a project.

Don’t force the sale

The best salesmen know when to persuade and when to withdraw, to let their customers make up their minds whether to buy or not.Sometimes, your customer may check out your site with interest and yet not make a purchase until he has checked out other sites offering similar products. Don’t give up! Once his interest is aroused, he may come back to you a week later and buy a product.This is when your response to email or telephone enquiries (so dependent on words) will determine whether he is encouraged to come back or to give up the idea of buying from you.

Ready to get down to business with words that sell?

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Feb 26th

Is your website content confusing ?

written by: Lee Johnson

I’ve been reading a lot of websites recently on a wide variety of topics and I noticed that I was leaving most websites after reading the first paragraph. Why would I leave a website so quickly if I’m after information about that topic?

Leaving so soon?

The easy answer is that I was not gripped by what I read. When writing content you need to take in to account your readers as they will evaluate your website on what they read. If your content is not clear, doesn’t flow or is confusing then you will find that your readers turn very quickly in to ‘leavers’. Your visitor retention will be very low and you may end up scratching your head and wondering why.

It’s about search engines too

It’s a similar case with Google. Back in 2002 Google launched a secret “books” project. Over the last 7 years they have been studying how people write and the context in which languages are used. It is very interesting that they found the most popular books were written in a logical manner that the reader could follow. It’s no surprise that this forever advancing technology is incorporated in to Google’s ranking algorithm. You may find that if your content doesn’t flow correctly then your Google rankings are not as good as they could be. I’m not saying that this is the most important factor in your ranking but it doe splay it’s part. As Google continues it’s Books Project I expect that over time this will become increasingly important.

What should I do now?

Go on to your home page of your website and read your content. When you get to the end, you could be thinking one of many things. Either “I’m bored”, “I still have no idea who this company is”, “I still don’t know what the company can do” or if your content is written correctly then you will be picking up the phone to call yourself.

Finally:

Remember you should introduce your company to the reader, explain what you do and even mention the unique selling points to your business.

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Feb 26th

SEO Best Practices

written by: Lee Johnson

There are a number of techniques that can be used to ensure your site is indexed and well positioned in the major search engines. While SEO techniques are changing constantly, the following are currently considered important for good positioning:

Keyword Research

The phrases you think your target market might be searching for may very well be incorrect. A great tool for finding out suitable keywords is Google Adwords Keywords Tool – https://adwords.google.com. This will also allow you to look at other websites and find out what keywords they are using and Google is finding.

WebSite Copywriting

Web page copy is of major importance for search engines, directories, and customers. Search engine spiders (also known as robots) need machine-readable content (text) and HTML tags to index web sites.

Short, clear and concise paragraphs will aid both visitor and search engines. Write for people first and search engines second. Human visitors need clear, easy-to-understand content and navigation on your pages; search engine robots need that same kind of clarity.
This article will be added too soon so come back for more.

Site Structure

For instance, let’s say your site sells toys. There are numerous ways you could categorize and lay out your site so that people will find the toys they’re looking for. Are people looking for toys to fit their child’s stage of development? (Look for keyword phrases such as “preschool toys.”) Or are they more likely to be seeking specific brands of toys?

Most likely, your keyword research will show you that people are looking for toys in many different ways. Your job is to make sure that your site’s navigation showcases the various ways of searching. Make sure you have links to specific-brand pages as well as specific age ranges, specific types of toys, etc.

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Feb 26th

Latent Semantic Indexing Made Easy

written by: Lee Johnson

Semantic Indexing (or LSI) instantly sounds complicated, from a technical point of view it probably is, but when you break it down and understand WHY search engines are using this technique it makes much more sense.

The basic principal

The basic principal is to bring the best, most relevant results to the end user and is much like writing semantically, except that you write around a theme rather than a specific word or phrase. The idea is to determine other things that your site or page is about so that when the page is indexed more accurate results based on the search can be shown.

The content you write for search engine optimisation purposes is often based around a specific keyword or phrase, but by writing about the same thing, in the same term over and over again you stand to loose some serious rankings.

If you were to write a page about a computer, chances are you are naturally going to use other terms relating to this such as ‘hardware, ‘PC’ or ‘software’.

When this page is spidered by search engines these related terms can be picked up and a link between computer, hardware, PC and software can be made, much like human would – If you were to find a page on computers but it contained irrelevant information or spam you wouldn’t read it, search engines are similar, except they wouldn’t rank it as highly in the results because it contains the irrelevant information that is not benefiting the end user.

Rankings for pages

Rankings for pages that use related terms or ‘themes’ tend to rank higher on search engines than pages that focus specifically on one keyword or phrase. If your page has a good mix of specific key phrase combined with a range of related terms the results tend to be stable.

Conclusion

When writing content don’t overuse the same term too many times on a page. Use relevant words that associate with the keyword phrase that you are looking to be found for. Your content will read far better and be more interesting too. Happy writing…!

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Feb 25th

New SEO Blog from Lee Johnson

written by: Lee Johnson

Who am I ?

My name is Lee Johnson, I am a Google Consultant who advises and counsels both individuals and businesses with various website redevelopment marketing needs. Whether your search engine positioning needs stem from your role in an established or start-up business, or whether you are simply an individual with specific personal needs, I will bring my experience to your side with help for search engine positioning for Google.

Current job role

I currently work for one of the largest business directory companies in Europe as their UK SEO manager, They have just been bought by BT (we are now called BT Customerstreet) who will no doubt double my work load but I will be working with even bigger projects giving me more experience than I currently have which is great as I am always one who loves a new challenge. It is exiting times and look forward to the challenges going forward.

Why does this SEO blog exist ?

Well I thought it was important to share what I have found on the internet and the knowledge I have with other like minded SEO webmasters. I will add a new article per week, if not more; that will help you discover the SEO tips that will help get a beter ROI from your business website.

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