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Sorting Out The Seo Men From The Boys
By Ivor Conway, Fri Dec 23rd
Understanding exactly what elements need to be in place tosatisfy the hunger of the Google algorithm is an on-goingprocess fuelled by the speculation of a thousand forums,each looking for the fabled Golden Key that will unlockthe doors to page rankings only ever spoken of in hushed tones. The reality of the situation is that much of what happens behindthe closed doors of Goggle is already understood. A quick search of this site will reveal all of the on-pageelements that are now thought will assist a site in reaching thetop of the Goggle rankings for any particular keyword or phrase.
Additionally the importance of off-page elements such as one wayin-coming text links from relevant and related sites with a goodpage rank are equally discussed infinitum. What are rarely discussed are the technical factors thought tobe used by Google as part of its analytical ranking process. These are thought to play as big a part in the process as theon-page factors and may in fact supersede them as Google stepsup its anti-spam campaign. Ask yourself or the poor devil responsible for your searchengine marketing the following questions, and then reflect onwhy your search engine page rankings are not as high as youwould like: 1) Is your domain name registered for at least ten years or isit registered for a year or two like all the other keyword richspam sites with their multiple doorways? 2) Is your site located on an unique IP
in a clean neighbourhoodor does it share an IP range with that foot fetish link farmthat Google loves so much (or not as the case may be)? 3) Is your server red hot with a delivery speed approaching warpspeed nine or does it chug along at Zimmer frame speed one? 4) Do you hide all of your CSS style sheets and JavaScript inremote files or do you live them on the page and hope that therobots can be bothered to pick up that first piece of keywordrich content at line 987. 5) Is your index page lean and mean like Tyson circ 1986 at wellunder 20K or is a William "The Refrigerator" Perry home page atsomewhere around 75K? 6) Does your CMS rewrite its page urls so that they are user andsearch engine friendly or does it spew our page urls that arelonger than a sleeping Tom Cruise? 7) Does your Robots.txt File invite search engine robots in likea long lost friend or is it the new Berlin Wall around yourkeyword rich content? My hope is that this slightly tongue in check article furthersthe understanding that key elements of any search engineoptimisation campaign are technical in nature and that anoverall holistic view needs to be taken if you are to reach thepromised land that is Google Ranking No.1 Please feel free to reproduce this article but please publish inits entirety and with the resource box and all live linksincluded. About the author:Ivor Conway is the Managing Director of http://www.neuchi.co.uk,a UK Search Engine Marketing and Optimisation company thatpromotes the matching of client's products to interested andready to buy online customers.
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