How to help Google read your web pages
It is generally believed that Google represents around 65% of the global internet search market. So if you have a web site and want people to find it whilst they’re searching the internet you need to make sure Google knows that your site exists. But, importantly, you need to make sure that Google can make sense of your site and can categorise it accurately – this is known as ‘indexing’.
To help you do this in November 2008 Google published a Search Engine Optimization Starter Guide which gives advice on the things that you shouldn't do if you want Google to crawl and index your web pages. We think Google has published this guide to overcome some of the popular ‘tricks’ that have been adopted over the years in the belief that they can help to artificially improve a site’s organic search position.
You don’t necessarily need to understand all of this advice, but you must make sure your web designer and the people in control of your website pages and content do!
Setting up web page titles
Do not:
- use titles that have no relation to the content on the page
- use vague titles such as ‘untitled’ or ‘new page’
- use the same title for more than one web page
- use very long titles that do not help your users
- stuff unnecessary keywords in your title tag
Understanding how to use meta tags
Do not:
- use meta description tags that have no relation to the web page content
- use general descriptions such as ‘introduction’ or ‘about trees’
- use only keywords in the description
- copy the entire content of the web page in the meta description tag
- use the same description tag on more than one web page
Note: Descriptions are important because they could form part of what Google displays in the search results which help people make decisions on how relevant the site is to their search.
Page URLs
Do not:
- use lengthy or complex or meaningless URLs – they are not friendly for your visitors
- have urls with unnecessary parameters, sub directories or session IDs
- use generic non-descriptive urls such as ‘page 1’
- over use keywords in the url
- use directory names that have no relation to the web page content
- use capital letters
- have different urls for the same content
Navigation tips
Do not:
- link every page of your website to every other page of your website
- over-segment your web page content – keep to as few clicks as possible to reach any content
- base your navigation only on drop-down menus or images – text links are far preferable
Mangaging broken links and 404 pages
Do not:
- use broken links on your web page – set up a default 404 ‘page not found’ page to help your users find their way to a page that can help them
- block search engines from indexing your 404 not found pages
- use non-descriptive 404 not found pages
- use a 404 not found web page design that is not consistent with the rest of your website
The importance of good web page content
Creating compelling, useful and unique web content will likely influence your website more than any of the other factors discussed here.
Do not:
- forget to check for spelling or grammar errors
- have large pages of text with no paragraphs or sub-headings
- embed text in images - search engines cannot read it and users cannot cut and paste it
- copy content from other web pages
- have pages that don’t add value for your visitors
- duplicate, or almost duplicate, content across your site in an attempt to increase the number of pages
- create content stuffed with key words that your users will find irritating to read
- let Google crawl any user generated content on your site (eg blogs or chat rooms) unless you are confident it will not damage your reputation
Ask us about professionally written content for web and print
Google search results
Remember, these tips above won't help you to get high rankings on Google searches, they only make sure that Google indexes your web pages correctly. The best way to get good rankings in Google searches is to understand your customers and to have relevant well written content that addresses their needs.
How to help Google read your web pages
It is generally believed that Google represents around 65% of the global internet search market. So if you have a web site and want people to find it whilst they’re searching the internet you need to make sure Google knows that your site exists. But, importantly, you need to make sure that Google can make sense of your site and can categorise it accurately – this is known as ‘indexing’.
To help you do this in November 2008 Google published a Search Engine Optimization Starter Guide which gives advice on the things that you shouldn't do if you want Google to crawl and index your web pages. We think Google has published this guide to overcome some of the popular ‘tricks’ that have been adopted over the years in the belief that they can help to artificially improve a site’s organic search position.
You don’t necessarily need to understand all of this advice, but you must make sure your web designer and the people in control of your website pages and content do!
Setting up web page titles
Do not:
- use titles that have no relation to the content on the page
- use vague titles such as ‘untitled’ or ‘new page’
- use the same title for more than one web page
- use very long titles that do not help your users
- stuff unnecessary keywords in your title tag
Understanding how to use meta tags
Do not:
- use meta description tags that have no relation to the web page content
- use general descriptions such as ‘introduction’ or ‘about trees’
- use only keywords in the description
- copy the entire content of the web page in the meta description tag
- use the same description tag on more than one web page
Note: Descriptions are important because they could form part of what Google displays in the search results which help people make decisions on how relevant the site is to their search.
Page URLs
Do not:
- use lengthy or complex or meaningless URLs – they are not friendly for your visitors
- have urls with unnecessary parameters, sub directories or session IDs
- use generic non-descriptive urls such as ‘page 1’
- over use keywords in the url
- use directory names that have no relation to the web page content
- use capital letters
- have different urls for the same content
Navigation tips
Do not:
- link every page of your website to every other page of your website
- over-segment your web page content – keep to as few clicks as possible to reach any content
- base your navigation only on drop-down menus or images – text links are far preferable
Mangaging broken links and 404 pages
Do not:
- use broken links on your web page – set up a default 404 ‘page not found’ page to help your users find their way to a page that can help them
- block search engines from indexing your 404 not found pages
- use non-descriptive 404 not found pages
- use a 404 not found web page design that is not consistent with the rest of your website
The importance of good web page content
Creating compelling, useful and unique web content will likely influence your website more than any of the other factors discussed here.
Do not:
- forget to check for spelling or grammar errors
- have large pages of text with no paragraphs or sub-headings
- embed text in images - search engines cannot read it and users cannot cut and paste it
- copy content from other web pages
- have pages that don’t add value for your visitors
- duplicate, or almost duplicate, content across your site in an attempt to increase the number of pages
- create content stuffed with key words that your users will find irritating to read
- let Google crawl any user generated content on your site (eg blogs or chat rooms) unless you are confident it will not damage your reputation
Ask us about professionally written content for web and print
Google search results
Remember, these tips above won't help you to get high rankings on Google searches, they only make sure that Google indexes your web pages correctly. The best way to get good rankings in Google searches is to understand your customers and to have relevant well written content that addresses their needs.