Site Search rankings Beware of being SEO fooled

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Enterprises to establish a website, nature has its specific reasons and purposes, but whether for corporate image promotion, product promotion or in order to maintain customer relations, first of all require the site to enable the target customers convenient and fast to find. The main ways for users to enter the site are: directly in the Address bar to enter the Web site, through the relevant links to enter, click on the relevant ads, through search engine search results into, and more users through search engine retrieval results into, especially for the first visit of potential customers, this way is particularly common. If users use relevant keywords through search engine search, and your site is ranked on the third page of the search results, then the site was found by users are very slim, not to expect to achieve image publicity, product promotion, maintenance of customer relations and other network marketing effect. This reflects the search engine rankings on the Enterprise website promotion played an important role, is therefore the search engine rankings have been enthusiastically sought after, and even some people will search engine rankings as the success or failure of the site or the search engine rankings as a site optimization goal. The following is a three-part analysis of search engine rankings related issues:

First, must be clear, the enterprise set up the site is to rank it?

Of course not. The enterprise establishes the website to have its purpose, whether for corporate image promotion, product promotion or in order to maintain customer relations, the site is ultimately presented to users, is to provide users with valuable information or services, assume the role of network marketing, search engine results ranked only means, not the goal, The top ranking is to make the site better "recommend itself" among many competitors.

According to Dr. Feng Yingjian, "Network Marketing Basics and Practice" (2nd Edition) 4th Chapter "Search Engine Marketing Foundation" in the relevant content, the so-called Search engine optimization (searching Engine optimization,seo), that is, for various search engine retrieval characteristics, Make Web design suitable for search engine retrieval principles (that is, search engine friendly), so that the search engines are indexed and ranked in the top of the various behavior. Visible search Engine ranking is the embodiment of search engine optimization results, search engine optimization to improve the site in the search engine natural rankings, to achieve the search engine marketing purposes, so that the site has a potential commercial competitive advantage.

Enterprise website to achieve the purpose of building and network marketing results, not only rely on search engine optimization, more importantly, to the overall optimization of the site. Web site optimization includes three aspects: optimization of user, search engine optimization, maintenance of website operation. Website optimization is not just search engine optimization, SEO is only part of the site optimization design. The reason why Web optimization is very easy to be equivalent to search engine optimization, the main reason is that the site design factors on the search engine optimization situation is very obvious and direct, so more easily attracted attention. At the same time, it should be noted that website design optimization is not only for search engine optimization, its core is still the optimization of users, so should adhere to user-oriented rather than search engine-oriented, which is the site optimization and search engine optimization basic ideas of the important difference.

This shows that search engine rankings is only the embodiment of search engine optimization results, and search engine optimization is only a part of the site optimization, so the search engine rankings as a website operating objectives of the practice is quite ridiculous. Website optimization is a high technical requirements of the work, most of the enterprise site responsible personnel do not know very well, especially the traditional enterprises, the site optimization and search engine ranking relationship is not very clear, search engine rankings by so much "attention" and "Hot Pursuit", inseparable from the garbage seo "persuasion."

Second, the excessive pursuit of search engine rankings, SEO will generally take the approach?

At present, there are some SEO companies playing "guarantee rankings" banner to the enterprise Marketing search engine optimization services, does not suffer from the network to promote the enterprise has brought a "gleam of dawn", they are caught by these enterprises to seek "quick effect" of impatience, to do a seemingly "quick" actually damage the long-term interests of customers "optimization." Excessive pursuit of search engine rankings, in time and cost constraints, those "guarantee rankings" SEO is bound to use some "shortcut" "secret" to achieve its guaranteed effect, but these so-called "shortcuts", "secret" is precisely the method of cheating, mainly:

1. Door page (Doorway page): Also called "Bridge/portal/jump/entry page". is a special page for some keywords, designed for search engine design, to improve the specific keywords in the search engine rankings designed to be rich in the target keyword domain name, and redirect to another domain name of the real site.

2. Cheat link Technology/malicious link (link Spamming): Typical cheat link technology includes link factory (links farms), Bulk link exchange program (bulk link exchange programs), Cross link (Cross link)

3. Misleading or repetitive keywords: misleading keywords (misleading Words) use misleading keywords that are irrelevant to the page to attract visitors to the site.

4. Invisible page (cloaked pages): to the actual visitors or search engine to hide the real site content, to provide search engines for the content of non real search engine friendly promotion rankings.

5. Hidden text/Hidden link: Refers to the Web page designed for search engines, but ordinary visitors can not see the text content or links, is generally the link text font color to the same as the background color.

6. Web page and description does not match: Generally occurs in the first to the search engine to submit a website, such as the site is included and then replace the site with other pages.

7. Replicated sites or Web pages: The most common is the mirror image site (Mirror Sites). By copying the content of a Web site or imprinted page and assigning it to different domain names and servers, this deceives the search engine for multiple indexes on the same site or on the same page.

8. Deceptive redirection (deceptive redirects): The first page (landing page) accessed by the user is quickly redirected to a completely different page.

9. Log spoofing: By making a large number of false clicks on some sites with higher page rank to be ranked in the highest referrer log of these sites, you can get their import links.

Obviously, the so-called "guarantee ranking" is to take cheating, cheating means to drill search engine algorithm loopholes, these practices are not allowed by search engines, it seriously damaged the user experience. Not only affect the objectivity of search engines, for the enterprise itself is also a "short-sighted" behavior, once the search engine found will be severely punished, and blindly cater to the search engine algorithm and ignore the user experience is a kind of the end of the behavior, because the search engine in the end is also for users better access to valuable information and services, No value to users of the site, ranking again, also can not bring benefits for the enterprise, even if the click to enter the site to bring a certain amount of traffic, it is meaningless. Listen to the garbage SEO "guarantee ranking" commitment, the damage is not only users and search engines, more serious is the enterprise site to pay a huge price.

Third, the excessive pursuit of search engine rankings, the site will face serious consequences?

The above mentioned, the search engine will take the deception, cheat means to get ranked by the site before the penalty, with the development of search engine technology, cheating detection technology is more and more advanced, although there are cheating methods search engines have to deal with, but the form of "guarantee ranking" SEO use of "secret" means is not unassailable , there will always be a search engine to see through the time, then these sites would become the punishment of cheating buried, forever depressed in the vast Internet ocean. Based on the seriousness and harmfulness of cheating rankings, users and search engines are abhorrent, so the search engine punitive measures are also not soft, the main search engine on the cheating site punishment measures are:

1.Google: The PR value of the website becomes 0, the number of external links to the website becomes 0, and the site ranking drops quickly or disappears from Google.

2. Baidu: A minor penalty: a slight reduction in the ranking of web pages; Common penalties: Some keyword rankings are significantly reduced; severe penalties: Web site from Baidu disappeared; refused to include: malicious code or malicious plug-ins, if the user complained, confirmed by Baidu will be refused to be included.

3. Search: In the search for a variety of methods to punish cheating. Blocked, index only part of the normal content (not to reduce rights), the entire Web page sort delay, joint and several liability; According to historical records, the search has a blacklist of cheating, blacklist of sites is the focus of prevention, monitoring objects; Based on the cheat monitoring algorithm calculated that the site is very high points will also be reviewed; The search will only be included in the normal content, such as the implied text and other content does not build index, there are more cheating features of the Web page will be reduced, basically in the first few pages have no chance to appear; the pages containing links to cheat pages will be implicated and jointly and severally liable; search engine technology in various links to monitor cheating, At the same time, focus on monitoring the changes in the Web page, the site size, no area, some relatives near and far are subject to 7 * 24 hours per week monitoring. In addition to the automatic monitoring system, there is also a manual monitoring Team to combat cheating.

Search engine rankings are the natural embodiment of the site optimization effect, not deliberately forced, as long as the user-centric principle to do a good job in the site optimization of the basic skills, ranked before the inevitable thing. According to the above from the purpose, practice, the consequences of three aspects of search engine ranking analysis, enterprises in the implementation of the site optimization process should face the weight of search engine rankings and the role of the size, and remind the vast number of enterprises "site search engine rankings, beware of being SEO fooled."