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Introduction to Google & SEO

Have you been demoted in SERP’s by the Google Panda algorithm or the Google Penguin algorithm? If your Google search engine traffic fell significantly on the 24th April 2012 then the launch of Google’s Penguin algorithm is the cause of your penalty.A large drop in search engine traffic near the 24th April 2012 indicates that Google Penguin is the cause of your ranking penalty.

You will also notice that the keywords you have used the most in your exact match anchor text are the ones penalized the hardest. To see the anchor texts currently linking to your site, use the free tool at

Back-Link Construction

The exact match density for every keyword link must be lower than 5%. Your anchor text profiles need to be mostly URL links, Brand related links and junk links rather than keyword rich ones.

Brand link examples include your business name or website title. Make sure that you use a large variety of URL links.

Back-links from various IP addresses are pivotal to your linking efforts. Target your link building on sites with a similar niche topic to yours. You should only allow links from sites with a good trust score. Build back-links from pages with back-links.

Link Networks

Automated link networks might seem like a good idea at the time but the usually only produce poor quality spam links and ultimately Google will discover the network, devalue it and penalize websites it finds within it.

On-Page Requirements

Don’t go mad with your page content keyword density, less is actually more for the new Panda algorithm so target around 2%. An external link from your relevant content to a .gov or .edu authority site is a positive SEO factor.

Content Quality

Your website pages should all have high quality, well written completely unique content. Creating text links from keywords within your content to related content on other pages or to external sites is a good SEO practice.

Video and Images

Videos and pictures are very useful content. Images are a great way to break up large areas of text and help to explain your site content. Videos are great for increasing the time that visitors spend on your website. Images within your page should contain unique ‘alternate text’. If you have more than one image on a page then the alt text should be different for each.

Reputable content ought to be spelt correctly and be grammatically correct. For this reason, always be sure to check your spellings before you publish it and re-read everything you write to minimize errors. Our research indicates that there is a benefit in SERP’s for writing over 500 words of quality content.

When you write useful content that people spend time reading then you will be rewarded in search. Google would like to send new website visitors to the websites with high quality content, so make your content as ‘sticky’ as possible. It is good practice to use different terms with the same meaning throughout your content because this making your writing appear more natural. Google can associate those terms using latent semantic indexing (LSI).

Meta Description Tags

Check your meta description tags in Google webmaster tools because duplicate meta data on two or more pages can bring about a ranking penalty. Each page must have it’s own bespoke meta description data. A well-written and compelling meta description tag will improve the volume of clicks you receive from search engine traffic so write the most interesting description tags you can.

User Engagement

Slow loading websites won’t rank very well. Use YSlow in Firefox to measure the load speed of your site content. The bounce rate is the quantity of traffic that hit the back button rather than engaging with your content. You need to work to get this figure below 55% or you will be penalized in Google search.

Time on Site

Google measures the quality of your site by checking the average amount of pages viewed by visitors. The more pages each person looks at, the better your content is rated to be. Google uses the ‘average time on site’ metric to assess the quality and relevance of your content. The longer a visitors remains on your site, the better your content is considered to be.

Diane is a full time SEO specialist working in London for, one of the leading SEO companies in the UK.
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