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How to irritate the search engines with your website

SEO or search engine optimization means altering your website so it appears higher in the search engine rankings. The reason behind this is to increase the number of visitors to your site, which will in turn increase your revenue. The biggest three search engines, Google, Yahoo! and MSN all have recommended guidelines that if you stick to, will ensure they don't ban your website from their results.

Whether you pay someone to do your SEO, or do it youself, ensure that your site adheres to the webmaster guidelines and doesn't engage in any black hat practices. These will get your site banned from the search engines, and once thrown out, it's difficult to get back in. Adhering to white hat practices and providing quality content is the best advice for getting high rankings.

Quick ways to get banned include keyword stuffing (using the same phrases or words repeatedly) or hiding text by having lots of keywords in the same colour as the background. The former renders your page unreadable, which defeats the purpose of having visitors to your site whilst the latter has been used by webmasters to get visitors there on false pretences - they think they're viewing a page on one topic and arrive to see something completely different.

Links from high quality or high ranking sites are much more important in helping your site rankings than just trying to get hundreds of links. Although this may take time, acquiring higher quality links really will help your site in the long run. To find higher authority sites, use Google's pagerank as a guide. The higher the pagerank out of 10, the harder it will be to get a link, but the more value it will pass to your site.

Don't be tempted into buying hundreds of links at a time - it's better to get a few links a week at a constant pace than getting a lot sporadically. And when you do link, ensure that you get links to both your homepage and other pages on your site. Link exchanges can be a good thing, but ensure that you are listed with similar sites rather than just a random selection.

Other practices to avoid include keyword stuffing your meta tags - mentioning one word more than about three times will not help your site. Don't submit your website to the search engines weekly - just once will do the trick, and with proper linking, your site will be found anyway. Don't have multiple websites with exactly the same content - this will alert the duplicate content filters and finally, don't use cloaking methods where the search engines see one page and visitors another.

Emma is the owner of LittleFish Web Design specialising in small business websites. See her Internet blog for more advice on getting the best from your website and the Internet.

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