Keyword stuffing is considered to be an unethical Search engine optimization (SEO) technique. Keyword stuffing occurs when a web page is loaded with keywords in the meta tags or in content. The repetition of words in meta tags, may explain why many search engines no longer use these tags.

Keyword stuffing is used is to obtain maximum search engine ranking and visibility for particular phrases. A word that is repeated too often may raise a red flag to search engines.

Hiding text out of view of the visitor is done in many different ways. Text colored to blend with the background, CSS “Z” positioning to place text “behind” an image – and therefore out of view of the visitor – and CSS absolute positioning to have the text positioned several feet away from the page center, are all common techniques. As of 2005, some of these invisible text techniques can be detected by major search engines.

“Noscript” tags are another way to place hidden content within a page. While they are a valid optimization method for displaying an alternative representation of scripted content, they may be abused, since search engines may index content that is invisible to most visitors.

Inserted text sometimes includes words that are frequently searched (such as “sex”) even if those terms bear little connection to the content of a page, in order to attract traffic to advert-driven pages.

Links

• Google Guidelines
• Yahoo! Guidelines

This guide is licensed under the GNU Free Documentation License. It uses material from the Wikipedia.

Keyword density is the percentage of words on a web page that match a specified set of keywords. In the context of search engine optimization keyword density can be used as a factor in determining whether a web page is relevant to a specified keyword or keyword phrase. Due to the ease of managing keyword density, search engines usually implement other measures of relevancy to prevent unscrupulous webmasters from creating search spam through practices such as keyword stuffing.

There is also much confusion between the notions of similarity and relevance. These are not the same thing. It has often been said by many companies doing topic clustering, document filtering, and other such applications that their algorithms function by grouping relevant documents together. What is actually meant is that the algorithms are grouping similar documents together. Two (or more) documents are never relevant to each other. They may be similar to each other, but they are only ever relevant to a user’s information need. If there is no user information need, there is no relevance.

The cluster hypothesis in information retrieval says that two documents that are similar to each other have a high likelihood of being relevant to the same information need. Documents by themselves, however, are never relevant to each other. Relevance is defined in terms of a user’s information need.

This guide is licensed under the GNU Free Documentation License. It uses material from the Wikipedia.

In the simplest case, relevance can be calculated by examining how many times a query term appears in a document (term frequency), possibly combined with how discriminative that query term is across the searched collection (often called Term Frequency-Inverse Document Frequency).

Since search engines and other businesses rely upon the accuracy of their results, many additional, more complex algorithms have been developed to estimate result relevance. Many of these algorithms, particularly those used by search engines, are hidden to the public, as a user that knows the details of a search algorithm can artificially boost his own content’s ranking.

Relevance calculation is often misinterpreted by the press. For example, it has often been said that when Google burst onto the scene it was miles ahead of its competitors because it, unlike anyone else, ranked web pages by relevance. This is not true since everyone ranks by relevance. It is just that Google had come up with a fairly new way of estimating relevance, namely PageRank. But even search engines that only use TFIDF rank by relevance.

This guide is licensed under the GNU Free Documentation License. It uses material from the Wikipedia.

In computer science, and particularly in search engines, relevance is a numerical score assigned to a search result, representing how well the result meets the information need of the user that issued the search query. In many cases, a result’s relevance determines the order in which it is presented to the user.

In academic information retrieval, the word relevance has been used in system evaluation for over forty years, going back to the Cranfield Experiments of the early 1960s. In the relatively new commercial search realm, among web search engine companies, search engine optimizers, and in the press, the incorrect relevancy is mistakenly being used more and more instead of the correct relevance. One can often tell from which community an information retrieval practitioner hails, depending on whether he or she uses the correct form of the word. Wikipedia’s search facility is an example of use of the incorrect relevancy.

This guide is licensed under the GNU Free Documentation License. It uses material from the Wikipedia.

A webmaster who wants to maximize the value of a web site can read the guidelines published by the search engines, as well as the coding guidelines published by the World Wide Web Consortium. If the guidelines are followed, and the site presents frequently updated, useful, original content, and a few meaningful, useful inbound links are established, it is usually possible to obtain a significant amount of organic search traffic.

When a site has useful content, other webmasters will naturally place links to the site, increasing its PageRank and flow of visitors. When visitors discover a useful web site, they tend to refer other visitors by emailing or instant messaging links.

As a result, SEO practices that improve web site quality are likely to outlive short term practices that simply seek to manipulate search rankings. The top SEOs recommend targeting the same thing that search engines seek to promote: relevant, useful content for their users.

This guide is licensed under the GNU Free Documentation License. It uses material from the Wikipedia.

Spamdexing is the promotion of irrelevant, chiefly commercial, pages through deceptive techniques and the abuse of the search algorithms. Many search engine administrators consider any form of search engine optimization used to improve a website’s page rank as spamdexing. However, over time a widespread consensus has developed in the industry as to what are and are not acceptable means of boosting one’s search engine placement and resultant traffic.

As search engines operate in a highly automated way it is often possible for webmasters to use methods and tactics not approved by search engines to gain better ranking. These methods often go unnoticed unless an employee from the search engine manually visits the site and notices the activity, or a change in ranking algorithm causes the site to lose the advantage thus gained. Sometimes a company will employ an SEO consultant to evaluate competitor’s sites, and report “unethical” optimization methods to the search engines.

Spamdexing often gets confused with legitimate search engine optimization techniques, which do not involve deceit. Spamming involves getting web sites more exposure than they deserve for their keywords, leading to unsatisfactory search results. Optimization involves getting web sites the rank they deserve on the most targeted keywords, leading to satisfactory search experiences.

When discovered, search engines may take action against those found to be using unethical SEO methods. In February 2006, Google removed both BMW Germany and Ricoh Germany for use of these practices.[1]

Legal issues

In 2002, search engine manipulator SearchKing filed suit in an Oklahoma court against the search engine Google. SearchKing’s claim was that Google’s tactics to prevent spamdexing constituted an unfair business practice. This may be compared to lawsuits which email spammers have filed against spam-fighters, as in various cases against MAPS and other DNSBLs. In January of 2003, the court pronounced a summary judgment in Google’s favor. [2]

This guide is licensed under the GNU Free Documentation License. It uses material from the Wikipedia.

So-called “white hat” methods of SEO involve following the search engines’ guidelines as to what is and what isn’t acceptable. Their advice generally is to create content for the user, not the search engines; to make that content easily accessible to their spiders; and to not try to game their system. Often webmasters make critical mistakes when designing or setting up their web sites, inadvertently “poisoning” them so that they will not rank well. White hat SEO attempts to discover and correct mistakes, such as machine-unreadable menus, broken links, temporary redirects, or a generally poor navigation structure that places pages too many clicks from the home page.

Because search engines are text-centric, many of the same methods that are useful for web accessibility are also advantageous for SEO. Methods are available for optimizing graphical content, including ALT attributes, and adding a text caption. Even Flash animations can be optimized by using an OBJECT element that contains equivalent HTML content [3].

Some methods considered proper by the search engines:

• Using a short and relevant title to name each page.
• Editing web pages to replace vague wording with specific terminology that is relevant to the subject of the page.
• Increasing the amount of original content on a site.
• Using a reasonably-sized, accurate description meta tag without excessive use of keywords, exclamation marks or off topic terms.
• Ensuring that all pages are accessible via regular links, and not only via Java, Javascript or Macromedia Flash applications; this can be done through the use of a page listing all the contents of the site (a Site map)
• Developing links via natural methods: Google doesn’t elaborate on this somewhat vague guideline. Dropping an email to a fellow webmaster telling him about a great article you’ve just posted, and requesting a link, is most likely acceptable.
• Participating in a web ring with other web sites as long as the other websites are independent, share the same topic, and are of comparable quality.

This guide is licensed under the GNU Free Documentation License. It uses material from the Wikipedia.

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New sites do not need to be “submitted” to search engines to be listed. A simple link from an established site will get the search engines to visit the new site and spider its contents. It is rarely more than a few days from the acquisition of the link to all the main search engine spiders visiting and indexing the new site.

Once the search engine has found the new site, it will generally visit and index all the pages on the site, as long as all the pages are linked to with standard <a href> hyperlinks. Pages which are accessible only through Flash or Javascript links may not be findable by the spiders.

Webmasters can instruct spiders to not index certain files or directories through the standard robots.txt file in the root directory of the domain. Standard practice requires a search engine to check this file upon visiting the domain. The web developer can use this feature to prevent pages such as shopping carts or other dynamic, user-specific content from appearing in search engine results.

For those search engines who have their own paid submission (like Yahoo), it may save some time to pay a nominal fee for submission.

This guide is licensed under the GNU Free Documentation License. It uses material from the Wikipedia.

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