How Badly-implemented SEO Can Harm Your Site’s Visibility On SERPs And Click-through Rates

June 3, 2011

How Badly-implemented SEO Can Harm Your Site’s Visibility On SERPs And Click-through Rates


Bad SEO = Search Engine Penalty

Several individuals, organizations and small businesses attempt to optimize their own sites for search engines, instead of hiring professional hands that religiously follow and understand the ever-changing search ranking factors and algorithms. Unbeknown to them, there are numerous incorrect, ineffective and obsolete techniques and strategies that have the potential to send the optimized websites plunging to the bottom of SERPs for keywords and key phrases related to what they offer. When you spend your time and energy performing SEO for a site, you apparently want it to get better ranking than where it’s ranked presently. As follows are some common SEO techniques that don’t generate positive outcome and the alternative strategies that really help to improve organic search rankings:

Ineffective use or lack of title and Meta Description tags:
Long ago Meta Keywords were a particularly major search engine ranking factor, and numerous webmasters abused it in a way that forced Google not to use it anymore as its ranking factor. Since Google, amongst other search engines ignore this tag, inexperienced webmasters and site owners wrongly assume that all other Meta tags, including title tag and Meta Description, are as well outdated. The title tag is the first place web crawlers look at when they visit a page, and they expect to have an idea of the page’s overall theme from the texts found within this tag. Leaving the title tag empty or using generic keywords there is a fatal mistake. It should contain the web page’s most important keywords/key phrases. Meta Description is also still an important element of SEO and should be well-constructed, interesting sentences that aim to entice Internet searchers to click on your links. When a web page is displayed on search results without a title and description or poorly-written ones, surely this will negatively affect click-through rates.

Search engines expect the title and Meta Description tags of every web page in a site to be entirely unique. For optimal results, it is recommended that web page titles should not exceed 70 characters, and for the description, a maximum of 160 characters. Anything in excess of these numbers can be truncated, depending on the search engine in question. Both page titles and descriptions should be rich in targeted keywords that have high search volumes with the capability to draw in searchers.

Hidden texts – Cloaking:
Some marketers who haven’t fully-grasped search engine guidelines for webmasters believe they can successfully place hidden texts in the source code of HTML web pages to increase their keyword densities. But actually, this strategy is very outdated, and you can no longer use it to boost SERPs ranking. Matter-of-factly, you risk getting your website penalized by search engines, if you utilize cloaking. All major search engines like Google, Bing, Yahoo, Ask and Blekko have sophisticated cloaking filters they use for detecting pages that use this unacceptable method and subsequently filter them out of their organic search results.

Implementing bad strategies when building backlinks:
Even though inbound links help a site to get high ranking on search results, they can degrade the ranking you so much crave for, if not acquired properly in conformation with search engine guidelines. For example, paying a known link farm for a link can plunge your site into an all-time low ranking. It is also important to make sure you don’t link out to websites search engines regard as bad neighborhoods. When you link to such sites, it means you’re helping them to manipulate search engine algorithms, and so, your site will be removed from the search indexes.

Search engines regard backlinks from industry-specific websites as those with good quality and they’re beneficial to the linked sites. Unless the linking site make a strong about the linked resource, high Google PR links from unrelated sites do not carry much weight, as opposed to unstudied beliefs.

Because of several pitfalls encountered in search engine optimization by amateurs, it makes a lot of sense to contact a reputable SEO specialist who knows and adheres to every rule of the game.



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