"Search
Engine Optimization For Google"
A group of Google employees have recently filed a patent
application (#20050071741) with the United States Patent
and Trademark Office which gives insight into how to optimize
one’s Web site to do well in the Google rankings. The
filing of the patent gives verification that Google uses
or intends to use historical data in its ranking algorithm.
This patent also gives credence to the Google Sandbox Theory
for new Web sites.
Under the Google Sandbox Theory, new Web sites are placed
in a sort of holding tank for observation for a period of
time (6 – 9 months at present) until the Web site has
proved that it’s not a fly-by-night operation. Once
the Sandbox period is over, then new Web sites will climb
rapidly in the rankings. The Google Sandbox Theory is an
unofficial theory based on observation and anecdotal evidence
from those within the search engine optimization industry.
Based on the new Google patent here are the top 5 suggestions
to better optimize a Web site for Google:
- Build links slowly to your Web site. Web sites that put
up a bunch links quickly send up a red flag that links
are being added in order to boost rankings. According to
Google, natural links happen slowly over time, so one’s
link-building strategy also needs to include link-building
slowly over time.
- The anchor text in the back links to a Web site also need
to be natural as well. If a Web site has lots of great
content of interest to visitors, other Webmasters will
naturally link to the Web site. Content is still king when
it comes to building natural links. In fact, having great
content is the best natural linking strategy.
- If content is king, then fresh content is prince. Google
thrives on Web sites that are constantly adding fresh
content. Web sites with stale content erode in value over
time.
- When adding fresh content, make sure it is substantial.
According to the patent, Google measures substantial
versus insubstantial content that is being added to a Web site.
Don’t
try to trick the search engines with lots of minor content
updates.
- Outbound links to trusted, authority sites help in the
rankings. As a reputable online business, it makes good
business sense to refer customers to other reputable businesses
as well. Referring customers to disreputable Web sites only
hurt a business’s reputation and credibility and
Google takes this into account when deciding how to rank
Web sites.
There are more insights to be gained from the patent
application, but these are the highlights that will help
Webmasters and SEO’s focusing on Google to achieve
higher rankings. Many of these ideas have been stated
before as theory and now the patent application verifies
these theories. Historical data has always been thought
to play a significant role in the Google rankings. So
now that it has been confirmed, taking action seems to
be the next logical step.
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