Have you ever wanted
to completely destroy your search engine ranking or do it for someone else?
Maybe you never want your site to get found again? Believe it or not, I've
helped clients in the last six months with each of these problems that were
torching their search engine profile and strangling their organic
traffic.
1) Domain masking: I
took over one site where the entire site was using
domain masking. In seven
years, the client had absolutely no idea that the previous designer was doing
this to save himself a buck on a hosting plan for the site. Only the home page
was found in search engines. It turns out the designer did exactly the same
thing with all the rest of his clients' sites that have been live for years.
They, too, only have the home page to show for it in search engine
results.
2) Use only a
JavaScript menu for linking pages: Sure, JavaScript menus are cool. They can
drop down, slide across, have pictures and generally spice up a site. But they
can't be crawled by search engines. What's more, the links in them don't
contribute anchor text, either. One recent client had over a hundred pages in a
JavaScript menu and practically no linking using anchor tags. Most of the 200
pages of the site had not been crawled at all
3) Use a JavaScript
page strip: ASP.Net is famous of offering page navigation strips using is
doPostBack JavaScript methods. Another client I acquired had over 6 thousand
pages on a site, but only 32 pages actually crawled. The remaining pages were
all accessible through paginated tables. Another great waste of code that a
search engine ignores.
4) All pictures and
Flash with little text: Some designers with a flair for graphic design take
sites a little overboard. If you're a famous pop star and have zillions of fans
finding your site every day by just typing yourname.com, then who cares? In the
real world, most sites are not wildly popular and are only found through search
engine results. SEs love text, especially keyword-rich, backlinked text. Pictures and
Flash sure are pretty, but they basic tell nothing to a
crawler.
5) Renaming pages
without redirects: One site I redesigned earlier this year had tons of links
from other sites pointing to a page that was non-existent. What a complete
waste of free traffic and promotion! Both search engines AND human visitors
wouldn't find the site. Oh, what a little bit of 301-redirect action did to
help out that one.
6) Leaving title
tags blank: One of the aforementioned sites had about 60 of it's 200 pages with
blank titles. How is anyone going to find those pages, and why would anyone
click on them? Here, let's write a book, then tear the front cover off and
leave one of those "this page intentionally left blank" pages as the new front
cover. Real slick.
And last, but not
least...
7) user agent: *
disallow: / in the ROBOTS.TXT file: This one didn't actually happen, although it
was close. The site had the disallow all set for a user agent of Google. So,
they kissed 81% of their traffic away just by a simple screw-up by the former
designer.
And there you have
it. If you implement these seven key steps, your success with annihilating your search
engine exposure and traffic is pretty much guaranteed. Good luck and happy
destroying!