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If a website is using tricks, the website s ranking will be lowered or the website will be blacklisted. If your web page disappears from the index, you ve probably been blacklisted (to see if your page is in the index, search
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for the page s URL). If you haven t used any tricks, contact Google and ask them to review your site. If you used tricks, remove the spam code and ask Google for reinclusion. As part of the punishment, search engines may let several months go by before they get around to looking at your urgent e-mails. Once you ve been re-added, don t try any tricks because your site will be monitored. To submit a reinclusion request, use Google Webmaster Tools at https:// www.google.com/webmasters/tools/. If one of your competitors is using spammer tricks, you can report them to the search engine to have them removed via the following URLs:
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http://www.google.com/contact/spamreport.html http://add.yahoo.com/fast/help/us/ysearch/cgi_reportsearchspam
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One of our clients has six websites. One day, they noticed sales stopped at two sites. With analytics, we found traffic from Google had fallen to zero. We searched in Google for the sites URLs and saw the pages had entirely disappeared from Google. The websites management had been outsourced to another company. They assured us that they hadn t done anything to be banned by Google. Despite their reassurances, we downloaded all files and began going through the code, line by line. In the middle of several long pages, we found the web company had used the DIV/ absolutePosition trick, which lets you float text ten inches out in the air to the left of the monitor. The text wasn t visible to the user, but it fed spam text to the search engines. This was a common trick several years ago. However, the search engines caught onto this trick and now automatically search for it. Thus, the client s sites were blacklisted. We removed the bad code and applied to Google for reinclusion. We had to explain what was done. Google also required us tell them who did it. In such cases, Google visits the SEO company, looks up their clients, and if there are any tricks those clients get blacklisted as well. Within a few weeks, the sites were up again. With six weeks of lost sales, the client fired the web development company. And then there s BMW. They hired an SEO company that added lots of hidden keywords to the pages. Google noticed, and BMW was deleted from Google worldwide. No BMW. Page Not Found. Not even a corporation the size of BMW ($80 billion in annual revenues) could get Google to answer the telephone and get around the rules. They had to apply for reinclusion, just like everyone else.
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The search engines want to deliver the best information to their users, so you should help the search engines. Fix your site s internal architecture, clean up the HTML, and add useful, authoritative information. The search engines will find you and show your pages to people searching for your products and services. Use analytics to manage your SEO project. With analytics, you can identify the top entrance pages. You can find the keywords that produce conversions and use those keywords for your USP as well as TITLE, DESCRIPTION, and KEYWORD tags. Analytics also lets you manage your KPIs. You can track your conversions and the value of your SEO conversions and then compare the results against other campaigns. You can also use multivariate tools to improve your pages. The goal is to build pages that produce more conversions. You can try different headings and body text. Learn about multivariate tools in 4, Google Analytics.
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