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NOINDEX means the page should not be indexed. NOFOLLOW means not to follow any links from the page. Note that just because you use these items doesn t mean the page won t be indexed. There are hundreds of search engines, and not all of them follow these rules. If you have text that shouldn t appear in search engines, place it in a password-protected page.
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When Google finds a new website, they evaluate it to see whether the site is a real or spam (that is, junk pages, attempts to flood the search engine, and so on.) Many webmasters call this The Sandbox, but it is actually the spam-review process at Google, which uses both automated filters (looking for known spam tricks and spam keywords) and human review. Google has thousands of college students who review and rate websites. In 2006, it could take three to six months for a new site to appear in the results. Google improved the process with better filters and more reviewers. It now takes only four to six weeks. This means if you launch your site on the first of September, your customers may not be able to find your site in Google until mid-October. To get around this, you can start a PPC campaign on September 1st so ads for your site appear in the search engines. You can also do a silent launch in early June and make sure the search engines start indexing the site (use XML sitemaps and analytics to track this). Don t worry about the sandbox. Build your website, add your XML file, and your site will be added to the search engines.
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If your company s website is small (under 50 pages), you can use this book to manage your SEO. But analytics-based SEO can become a full-time job. You also have to keep up with changes in search engines, especially Google. They make minor changes every few weeks and major changes about every three or four months. Google doesn t explain or even announce what they
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do, so it s a bit of a challenge to keep up. If the website is critical to your company s revenues, we recommend you hire experienced SEOers.
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Be careful in selecting an SEO service. Many SEOers change the meta tags and think that is enough. Or they offer submission to 600 search engines for $20. Worst of all, they offer tricks that make you number one. Yes, you ll be number one for five days, but when the search engines figures out the trick, you ll get blacklisted. Here are some tips for selecting an SEO company:
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Look for established SEO companies with a solid list of clients. Look up SEO companies or consultants in VendorRate.com and LinkedIn.com. Ask for several current references and talk with them. If the SEO company doesn t use analytics, strike them from the list. Make sure your project isn t handed off to a junior staffer. Ask for the name of the person who will do the SEO work. Look at their resume and ask them to explain their SEO process. They should explain how they use analytics to manage the SEO. They should also understand business issues. If relevant to your project, find out how well this person understands technical issues such as XML, problems with Ajax, and so on. If you re not satisfied, ask the company to provide another person. You don t need to SEO your entire site. You only need SEO work on your top entrance pages, your product pages, and so on. Use analytics to find the pages that bring the bulk of your traffic.
Good content is more important than technical SEO. Hire professional writers to write the definitive article for your products and services. Contact the editors of magazines and ask them to recommend writers. Find books on your subject and contact the authors. Hire them to write an original article that is authoritative and useful. Be aware that this doesn t mean 300-word articles that look like school essays. Those are churned out by a number of services and the search engines can spot them. Also, don t copy Wikipedia articles. The search engines can spot these as well.
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