In this SEO tip, I just want to draw your
attention to the fact that you can get penalised for over optimising your website. Where the
line is, is hard to say, but if you do no SEO optimisation on your website, then the
website will not be found very well, but certainly if you overdo it, then Google will take the
view that you�re trying to spam the search engine results and you will get penalised.
Possibly you could actually get deleted from Google altogether.
Now as always, the starting point, if you�ve not done it before is to go to the �Google
Webmaster Guidelines�. Go and search for that and bring up the �Google Webmaster
Guidelines�. And if you go down here where it says they
�Principles�, the first basic principle says �make pages primarily for users, not
for search engines�. Which is Google-speak for don�t over optimise.
It says �avoid tricks intended to improve search engine rankings�. A good rule of
thumb is whether you�d feel comfortable explaining what you have done to your website,
to a website competitor or to a Google employee. Another useful test is �does this help my
users�. Or would I do this if search engines didn�t exist.
So, Google is not saying you can�t do SEO. Google is saying don�t do it to extreme.
Don�t optimise everything 100%. Don�t stuff the pages with your keyword phrases,
and don�t use all the other tricks that are available within SEO to the extreme. Be
reasonable basically. Google takes the view, that if you think about
what makes your website unique, valuable or engaging, basically, make the website stand
out, so that it gets found on its own merits. There is some truth in that. As I say, it�s
a mixture, what you really want is good content and sensible SEO.
With SEO, don�t do too much and also don�t do it too quickly. So, if you�ve got a website
appearing on page 10, and then you get an SEO person in, or you take my training courses,
or however you do it, then everything is perfect the next time Google checks your website,
it�s going to be very suspicious with all the sudden SEO improvements.
So, the guidelines, as far as I�m concerned, basically mean that what you should do, is
take it slowly, you know, do a bit here one week, a bit there next week, but don�t do
it all at once, and slowly, slowly, if you do it sensibly, you should see your rankings
improving. Now there are various tools you can use to
see whether your site might be a little bit over optimised. One that I like, it�s a
very simple tool. If you�ve got something like the Chrome browser, you can install an
add-on called �SEO Quake�. This is covered in another of my videos. And once that has
been installed, you can bring up a webpage like this one here.
Then click up here on this little icon for �SEO Quake�. And what that does, is a
let you see information about your website, so for instance, if you go to where it says
�Page Info�. That will give you a certain amount of information, so it tells you what
the �title� is, what your �description� is and so on and so forth. And as you come
down here, there are other bits and pieces. Down here, it will talk about your keyword
density. So, in this case, it is saying that the word �SEO� is repeated 30 times on
this page, with a density of 2.71. So, it�s not the actual number of repeats
of your keyword phrases that matters, it�s the density. So obviously, if you just had
your keyword phrase and nothing else, the density would be 100%. If on the other hand,
you have lots of interesting text, quality text and content, then obviously, you can
repeat the phrase more often, because there is more text to embed it in.
So, in this case, as I say SEO has a density of 2.71, website 2.44, training 1.17. Then
things like Perth, (I live in Perth, in Western Australia) that has a density of 1.17.
And, if you go down here you can look at two word phrases. �SEO training� which is
what this particular site is all about. And it�s got nine repeats for that particular
phrase and it�s got a density of 1.62. Now, the obvious question is, well what should
this density be? And there is no real answer to that, all I can say is you should look
at what you have got on your pages and read it out loud and think does this sound like
normal text. If it sounds like, in this case, it�s been written whose first language is
not English, then the chances are you�ve stuffed it with too many keywords and you
have over optimised. So, as I say, you should regularly read your
content, just make sure it reads well, if it sounds like good English, obviously if
it�s in a different language, whatever language you are in, but just make sure the phrasing
sounds natural and you don�t overdo it. You wouldn�t want for instance, in my case
a paragraph say �Hi, we do SEO training and my SEO training courses are run in Perth
and on our SEO training courses you�ll find lots and lots of information about how to
do SEO blar, blar blar. In that case I would just be stuffing the words �SEO training�
over and over again and that would be very spammy. Google is getting quite smart, it�s
reading age is going up every year, so it will basically look at the content you�ve
got and the keywords within the context of that text, and as I say there is no absolute
guide rules here. I can�t say keep these below 3% or 3.25%. It really depends on your
website, how much text you�ve got on there, and also remember Google likes text. That�s
one of the things that if you study the Google Webmaster Guidelines carefully, you will come
away with, that Google likes text, it likes lots of text, because Google can understand
text. If you go down here, you�ve got three word
phrases and for word phrases. So, as you can see �training courses Perth SEO� has the
highest density for a four-word phrase and then �SEO training courses Perth� has
the same in fact, and we�ve got various other things here.
So, as I say, do use these kind of tools, there are lots of different tools, but I just
happen to like this SEO Quake one, and as I say I�ve got a separate video on how to
install SEO quake, it�s free and it�s great for just monitoring your site and indeed
checking out your competitors. So, do remember the basic rule there, don�t
do SEO too fast and too soon. Take it slowly, do a bit here, a bit there and spread it over
weeks, possibly months. Certainly, don�t take one of my courses, absorb all the knowledge
and then do the whole work over a weekend, because you will find the all a careful work
that you�ve done, will actually result in you going down in the search engines, not
up. So once again, take it slowly.