Embed Size (px)
Citation preview
Dangerous Web Practices That Can Sink Your Firm
Presented by:
Community Manager
Victoria Blute
About This Webinar
● How Search Engines Work● What’s Google Looking For?● Practices Worth Avoiding● The Easiest Way To Stay Out
Of Trouble...
What we’ll cover:
How Search Engines Work
Three steps:
● Crawling ● Indexing● Retrieval
Search Engine History
•Early search engines
•Problems with this method
•Blackhat SEO
Search Engine History
● Introduction of Google’s Panda & Penguin
● Search engines today
What Is Google Looking For?
The basics
○ Design & Content
○ Technical
○ Quality
What Is Google Looking For?
Design and Content:
● Useful, information rich sites
● What are people asking?
● Avoid user frustrations.
What Is Google Looking For?
Technical:● Think about how others view your site.
● Good content ≠ a good website.
● Make sure your site is crawlable.
What Is Google Looking For?
Quality:
● “Make pages for users, not for search
engines.”
● Could you tell a Google employee about
what you’re doing?
● Make your content unique.
Practices Worth Avoiding
● Content issues● Link schemes● Cloaking● Sneaky redirects● Hidden text or links● Doorway pages● Keyword stuffing
Practices Worth Avoiding
Content problems:
● Automatically Generated Content● Thin Content● Scraped/Duplicate Content
Practices Worth Avoiding
Automatically Generated Content
Practices Worth Avoiding
Thin Content
Practices Worth Avoiding
Scraped & Duplicate Content
Practices Worth Avoiding
Link Schemes
● Avoid buying and selling links● Excessive link exchanges● Automatically created links
Practices Worth Avoiding
Cloaking: “The practice of presenting different content or URLs to human users and search engines.”
Sneaky Redirects: “The act of sending a visitor to a different URL than the one they initially requested.”
Practices Worth Avoiding
Keyword Stuffing
Here’s a paragraph about keyword stuffing. Keyword stuffing is something lawyers will want to avoid. There are still people who do keyword stuffing, but keyword stuffing is unlikely to trick search engines because keyword stuffing is usually detected by them.
Practices Worth Avoiding
Hidden Text and Links
● Using white text on a white background
● Locating text behind an image
● Using CSS to position text off-screen
● “Font size: 0”
● Hiding a link in one character
Practices Worth Avoiding
Doorway Pages:
“...sites or pages created to rank highly for specific search queries.”
The Easiest Way To Stay Out Of Trouble...
Write high-quality content.
Don’t get hooked on PCP PPC
PPC can be an acceptable bridge but...
● Can give you a false sense of value and security in your practice
● Distract you from the imperative to become an online thought-leader, or yield to one
PPC is not sustainable
● Perpetual “arms race”
● Vulnerable to bigger spenders
● Prices tend to rise = high CAC
● A dollar spent is a dollar lost
● Lots of wasted “clicks”
● Does not build anything of value
● Money can be invested better elsewhere
Q & A
Please submit your questions via the
GoToWebinar control panel.
