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An in this section we're going to look at the Google Webmaster guidelines to find these just simply go into Google and type in the phrase Google Webmaster guidelines and as you can see this item comes up first here. We'll take to the appropriate page so I click on this here we go. This is a Google Webmaster guidelines. Now there is a little video there which you can watch. I'll let you do that in your own time. But if we go down here this is important that there's three elements here that those helping Google to find your pages help Google understand your pages and how visitors to use your pages. And then there's the quality guidelines here and the basic principles here and some specific guidelines and it does tell you quite clearly that if you violate these guidelines you will be either demoted in the search engine results or more likely just expelled from the index altogether at which point you'll have to clean up your act and contact Google and ask to be reconsidered. So first of all let's look at the quality guidelines. So that says these quality guidelines cover the most common forms of deceptive manipulative behavior. Now Google has automated processes to look for Web sites that basically abuse the system. And if you look here you can also report spammy Web sites. So the good news is if you're trying to get to that cherrish number one spot in Google and there's a Web site in front of you and you believe they've been using Spenny techniques. What you can do is click here to fill in a spam report. Google doesn't guarantee or take action but quite often they will especially if it's very spammy. Basically it's in Google's interest to have a system where good Web sites come up in the search engine results not ones that are simply being promoted by spammy techniques that don't offer a good user experience. So as you can see if you look at quality guidelines or some basic principles and says make pages probably primarily for users not for search engines. Google would say that in reality if you want to be rated highly within the Google search engine results you have to think both of your users and Google but more on that later. Definitely don't try to deceive your users for instance don't try and hide a lot of keywords are totally irrelevant to your website in order to get more traffic. Google found that out quite easily. So it's as it says avoid tricks intended to improve your search engine ranking. A good rule of thumb is whether you'd feel comfortable explaining what you've done to a website that competes with you or to a Google employee. Another useful test is to say does this help my users. Also would I do this. Would I do this if search engines didn't exist. Well again Google would say that the Google Voice comes to the stage where they almost disapprove of a CEO if you don't do as CEO then the chances of your website being found are not so great to be honest. That said it will say in a later chapter. Google do actually produce a whole book on how to tell a CEO. So there's a kind of two way split in Google in some ways. On the one hand they tell you really not to do SEO just make good sites and you get rewarded. On the other hand they actually produce a free booklet on how to do osier albeit very basic. The other basic principle is think about what makes your website unique valuable or engaging. Make the Web site stand out from others in your field. That's the sort of thing you really want to concentrate on these days. Don't just have another Web site just like everyone else is keep better than everyone else is more content more interesting more everything. There are some specific guidelines here and you need to make sure you don't do this if you do you're going to get hammered so don't use automatically generated content. Believe it or not there is software out there that will just spew out content for you as you type in some phrases and rubbish in rubbish out basically. So don't use the sort of things because Google will find them and you'll get deleted. Do not participate in link schemes. Back in the day you could do this and it was kind of OK these days. If you get an email saying hey we'll say. For instance a thousand links so 200 bucks or something stupid like that. If you sign up for one of those chances over time but you never actually do it if you're lucky. If you really are lucky and actually give you a thousand links Google will identify these quite easily as board and links and probably will get banned from google. Don't create pages with little or no original content. Don't just cut and paste material from other web sites but also if you've got multiple Web sites don't cut and paste between Web sites that you can always write original content rather than just cutting and pasting. There are other things called clicking. If you've never heard of that don't worry about it. But if you are a web designer and instead what cloaking involves don't do it because Google knows all about cloaking these days so is what's called Sneaky redirects. You don't want to use things like that hidden text or links. Again another bad idea. Might it work. 15 years ago. So for instance even now I see it occasionally people think that being clever by hiding say white text on white background at the bottom of the page and I just have loads and loads and loads and loads and loads of keywords as text at the bottom of the page hidden away. But that's the kind of stuff. Easy to identify don't do it and don't use Dawei pages Deut pages are basically pages designed to attract the search engines. And then in turn lead to other more interesting parts of the website you should have ordinary pages not doorway pages. Everything should be integrated. And again the web pages might work five 10 years ago but just don't use it these days. Great content is basically just content that you scraped from the internet copied basically. Don't use that. Google is very down on what caused duplicate content so I have no idea how this works but it knows that if you've got content that was borrowed from one of a better word from somewhere else it's very good at identifying that so that just don't do it. Be very careful of affiliate programs especially if they had little or no value and they're just sort of dodgy ways of making money. So I would personally avoid them like the plague don't load pages with relevant keywords. It it doesn't say key words it says rather than keywords. So if for instance you offering one service and then you put loads and loads of keywords in about something completely different that's popular just with the aim of getting some traffic. Then again Google will notice and you could be banned. If you create pages that have some sort of malicious behavior like storing viruses or trojans on malware or whatever. Again Google will detect this and you will get banned. Don't abuse what's called the rich snippets markup. More on that later. If you've never heard of it don't worry because you won't be using it. If you do use rich snippets use them with caution. Don't over use do not send automated queries to Google. You can buy software that will allow you to test your rankings within search engines. There's one called I think it's called web position gold which I love it is it used to be specifically mentioned by Google because it -- me off so much and basically with that particular fragment and other similar programs you just put in a list of keywords and you pressed the red button and you go off and search all the search engines and then come back with a diatribe about how well your particular keywords is showing up in all the different search engines. Google doesn't like this. It starts chewing up their bandwidth especially views hundreds and hundreds and hundreds of queries. And also you find that it probably just doesn't work anymore because if you do a couple of queries in quick succession of Google these days I don't even notice but it comes up with one of those. Prove you're not a robot type screens and it's an automatic query that kind of stops it dead. So most of it don't work anymore anyway. So those are things it definitely doesn't like so avoid those. You should Malati a site for hacked content. If you're not sure how to do this you'll see later how to use things like the Google Webmaster Tools and that will monitor it for you. And it also specifically says preventing movement removing user generated spam on your website. So for instance let's say you've got a WordPress Web site and we allow comments to Google basic types if you know that if you don't moderate the comments at all and they build up not just full of meaning as spam then you're going to suffer. And that works for anything that's come on base. I mean it works for Web sites also works things like YouTube. And so we got a YouTube account in our comments. Again keep an eye on the comments even one slip through despite the fact that there have been some comment a common blocking even if a few bad ones slip through. Just make sure maybe once a week once a month depending on the volume you just go through and see delete the ones that are spammy as it says at the bottom if your site violates one of these guidelines and Google will take manual action manual action based it means I'll kill your website. Once you have remedied the problem you can submit your site for reconsideration that guarantee they will be back in. You have to beg basically. But do you know that it is there in black and white it's not me telling you this is what I'm showing you this. This is from Google's own Web site so you know if you ignore this and try to be clever Google smarter than you and me and everyone else put together the right people know what they're doing. They will find out so don't try and Ciccolo it just doesn't work in other parts of the course. We'll talk about these various updates that you get with Google. Things like penguin and Panda and Humming-Bird blah blah blah. All these updates mean Google is updating its algorithm every single day an algorithm a fancy word for a formula and it's just the way that Google checks all sorts out which websites are going to come first which ones comes last. When you type in a particular query and yes they are changed little by little by little. But basically if you do sensible SEO as opposed to the other teaching on the age tween what Google like and what Google doesn't like. Celesio means that it doesn't matter what I do in the future. You can be OK if you take liberties. You might get away that day. It might work tomorrow but next month next year you know you probably get hammered. So read through these guidelines. Read through them to know them almost perfectly and in the next bit will look at these three things here. How Google finds you pages and how Google understands your pages and how to help your visitors use your pages. So remember search for this using the Google Webmaster guidelines.