Google regularly gives instructions to developers.
These instructions are originally intended for developers, but I think it’s useful for you to know the main points. Indeed, when creating a site, the client often gives directives and seeks at all costs to multiply techniques for good referencing. Unfortunately, it is often based on tips gleaned without checking its sources and often also on the advice of pseudo referencers or “web marketers”. These are often people who have no coding knowledge and who are obsessed with SEO at all costs at the expense of quality.. The following information therefore comes from Google, which seems to me to be a reliable source.
Think about it before testing anything even in your blog writing.
These quality guidelines cover the most common forms of deceptive or manipulative behavior. However, Google teams react when they detect other dishonest practices not listed here. Do not assume that practices not listed on this page are authorized by Google. Webmasters who strive to respect these basic principles will offer Internet users a more pleasant navigation and will obtain a higher ranking than those who are constantly looking for vulnerabilities to exploit..
You should know that Google is not just a brand managing robots. It is a company with real employees who manually intervene on SEO tools. Checks are frequent and Google even incites a form of denunciation by encouraging to send a spam report in case of fraud. Google strives to provide adaptable and automated solutions to problems rather than dealing with them on a case-by-case basis. Not all spam reports trigger manual action. However, priority is given to the situations that most harm Internet users. In some cases, offense can result in outright removal of a site from Google search results.
The basic principles
I say it often, think about your audience first. Do not stay in your professional sphere and take care of the presentation of your company and your products. It’s more common sense than technique. Google goes in this direction and indeed advises you to design your pages with the internet users first and not the search engines. Do not deceive Internet users. Avoid them “tricks” to improve ranking on search engines. A simple tip : imagine that search engines don't exist – and see if your content is still as relevant.
Think about the elements that make your website unique and attractive, and that give it value. Make your website stand out from competing sites in your industry.
Google recommends the following points :
- Avoid automatically generated content :
like text with keywords but that doesn't make sense to read. I can find you indeed dozens of programs or sites producing text by automated techniques.
- Ban participation in link systems :
I say it often, links are to be used with caution. External and internal links are authorized provided they are not placed for the sole purpose of promoting SEO. It is therefore not recommended to purchase links or automated techniques to create links..
- Encourage the creation of pages that present original content :
Avoid automated content, one that has nothing to do with the subject of the site, as well as affiliated pages or diverted content. By surfing the web you will quickly find examples of sites that “feel” SEO but which does not give you any relevant information.
- Avoid concealment techniques (cloaking) as well as hidden texts and links
This concerns pages containing hidden keywords, that have nothing to do with the content offered to the visitor. We try to “inflate” SEO by proposing keywords that seem more impactful. Few years ago, the trend was to look at what were the most frequent queries in Google. Then some took these words to hide them on the site hoping to arrive first quickly. The problem was that the most searched term was at the time “Pamela Anderson’. I imagine a Pam fan’ falling on a mechanical or furniture sales site ! As I said : common sense first.
- Remove misleading redirects
They are unfortunately frequent and sometimes even direct you to cascades of redirects. Know that Google tracks them. But anyway also understand that the visitor will quickly tire of your site and your stats will drop.
- No satellite pages :
I see this too frequently alas. These are pages that are designed solely to promote the positioning of a site on Google. They cause similar pages to appear in search results, which hinders the search for the surfer. The simplest example is several domain names which target targeted companies but which direct Internet users to a single page..
- Especially no diverted content :
Some webmasters, are convinced that increasing the number of pages on their site is a good long-term strategy. They use content from other more reputable sites (content “diverted”) And this, regardless of the relevance and uniqueness of the content. Even if it comes from high quality sources, diverted content does not necessarily add value to Internet users if you do not offer other useful services or content.
- Avoid participating in affiliate programs that offer little added value
I'll give you a simple example : pages including links to affiliate sites on which product descriptions and reviews have been copied directly from the merchant's site, without modification and without presenting any added value.
- Eliminate the accumulation of irrelevant keywords on pages
As I often explain, robots are able to analyze the content of the page and compare this content to tags and keywords. The programs are so sophisticated that you cannot easily lure them.
- Of course avoid creating malicious behavior pages :
phishing or virus installation, Trojans or other malware. No more comment !
There are still more specific tips for developers but keep these points in mind, they will save you many worries.
- Regularly check that your site is not hacked, and delete any infected content as soon as it appears. No one is immune to this problem, whether it's a site, a blog or shop.
- Remove user-generated spam from your site, and adopt techniques that prevent this type of spam from being generated.
- Check the forms to avoid the inclusion of Sql code
- Check that no malware is installed – even without your knowledge – on your website.
- If your site does not meet one or more of these guidelines, Google can report it as toxic in search engines and even block redirects. You will therefore need to clean up the site. Once the problem is resolved, you can send a reconsideration request to Google. The report will cause you real harm for at least two weeks.
We are talking about Google but the principles are the same for Bing and the other engines.