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Superstition: Just putting keywords in the keyword meta tag will get the page good ranking when that keyword is searched. Fact: Just putting keywords in the keyword meta tag is not enough, there must also be keywords in the page copy otherwise it could be considered spam depending on the search engine. Anything considered spam can actually hurt your rankings not improve them. Superstition: Hidden links or text containing keywords on a page can boost your search engine rankings. Fact: Keyword stuffing, as it's sometimes called, and/or hidden links in the page can get your website banned or penalized if uncovered. Many search engines consider it spamming. In the early days of search engine advertising it was effective but it's time has past. Superstition: The more reciprocal links you have with other sites, the better your own search engine ranking will be. Fact: Not necessarily so. If you are linked with some pages, such as FFA pages and link farms, his can make your ranking lower, not higher. What you should try to have is inbound links from sites which have quality content relevant to your site. While no one is exactly sure how Google calculates this, relevant links seem to be given far more weight. Superstition: Most sites are already optimized. Does this even give me a chance? Fact: Studies show that up to 60% of all websites are not properly optimized to rank high in search engines. The nature of search engines makes it difficult for web designers to properly optimize web pages for their clients. Always discuss optimization with your web designer to determine what services are included in the project. Superstition: The more times you repeat the keyword in the page, the higher it will rank. Fact: All the search engines use different algorithms for ranking. They all claim keyword density is important, but they don't say what the proper density is. If your keyword density is too high or too low you will be penalized. Some so-called experts say the keyword density should be 3%, some say as high as 6%. No one really knows. Superstition: Once your site has been indexed, your ranking won't be affected by changes you make to your site. Fact: This is entirely untrue. You should update your website as often as possible. Even simple maintenance like fixing a broken link can improve your PR. Search engines will not spider your site as often if they repeatedly run into broken links. Changing your content (and on the web, content is everything) will help search engines find you and definitely helps out your PR. Remove old material as it becomes out of date and add new content whenever you can when you add new content, your site will be re-indexed more often. Superstition: Robots.txt file and sitemaps aren't necessary. Fact: Search engine bots look for the robots.txt file to let them know if they are allowed to index the domain and what they can crawl. When you use a site map, search bots will follow every link on it. This gets your website completely indexed. Both the sitemap and robots.txt file need to be in your root directory of your domain. Superstition: Search engines cannot index pages with Flash; using Flash on your page will lead to search engines penalizing your site. Fact: Search engines cannot index a Flash movie itself, but, if you specify Flash text (in the HTML) used in the movie, the text in the movie along with the rest of the page HTML will be indexed. Flash does nothing to keep the page from being properly indexed, nor does it keep your page from being crawled. Search engines don't like pages that re-direct, including Flash pages that do it automatically. It's the auto-redirect, not the Flash file that keeps a splash page from being ranked.
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Robert Gantt has taught 100's of online businesses how to promote their products and make more money online. Discover how to increase your sales, get better cashflow and increase your customer base with targeted effective online marketing The Complete Online Resource Guide
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