1. Hidden Content

There are situations where a website needs to place a lot of additional text on a web page, but it interferes with the visual designs & potentially user-experience. So, what should you do?

There's a right way and a wrong way to do this.

The answer is to create collapsible content that exists on a page that is still crawlable to the search engine spiders.

But, if you use AJAX, can it still be SEO friendly?

One might wonder if the collapsible DIV is search engine friendly since it is in Javascript. However, it can still be crawled by making jQuery SEO friendly.

Google is able to read Javascript on-click text-links.

If you’re defaulting to visible for the spiders, but hiding the DIV via javascript for normal users, that seems similar to cloaking. Is it considered Black Hat SEO because the content is hidden? Isn’t it intentionally differing the appearance for the search engines?

We wouldn’t consider this Black Hat SEO because you are showing the copy on the page without having to go to another page or even refreshing the page and if you don't practice content stuffing of keywords. The copy in the include file is being displayed on the page it is intended for when a user chooses for the full copy to be displayed.

2. Meta Keyword Stuffing

Keyword stuffing is a search engine optimization (SEO) technique, considered webspam or spamdexing, in which a web page is loaded with keywords in the meta tags or in content of a web page in an attempt to gain an unfair rank advantage in search engines. Keyword stuffing may lead to a website being banned or penalized on major search engines either temporarily or permanently. The repetition of words in meta tags may explain why many search engines no longer use these tags.

Many major search engines have implemented algorithms that recognize keyword stuffing, and reduce or eliminate any unfair search advantage that the tactic may have been intended to gain, and often times they will also penalize, demote or remove websites from their indexes that implement keyword stuffing.

Here's an example of keyword stuffing that you should not do:

3. Meta Descriptions:

Meta description tags, while not important to search engine rankings, are extremely important in gaining user click-throughs from search engine results pages (SERPs). In HTML, is the 160 character snippet used to summarize a web page's content. Search engines use these snippets in search results to let visitors know what a page is about before they click on it.

The meta description should employ the keywords intelligently, but also create a compelling description that a searcher will want to click on it.

Here's an example of the correct use of meta descriptions:

<meta name="description" content="Xtendly is your all-in-one website service! Visit us and browse through our affordable website templates and development starting at $249/month. Call us now!"/>  

Here's an example of the incorrect use of meta descriptions:

<meta name="description" content="Xtendly is a digital marketing website, best website development, visit our website."/>  

4. Meta Keywords:

  • A meta keyword is a brief list of the most important themes of your page, included in the meta data for your page. Ex. <meta name="keywords" content="marketing, inbound marketing, content optimization">

  • Most search engines no longer factor meta keywords in their search algorithms. They are no longer a necessary piece to include when optimizing your website pages for search engines like Google or Bing.

  • Some smaller search engines may still include meta keywords in their search algorithms, so it will not negatively affect your ranking by including them in your pages' meta data.

5. Dooryway aka Gateway Pages:

Gateway pages are pages specially optimized for one search engine and 1-3 keywords. They are also known as "doorway," "bridge," "entry," "jump" or "supplemental" pages. Gateway pages stand on their own, separate from the rest of a site. They usually feature a logo, some text and a link that encourages visitors to enter the site.

Gateway pages are pages specially optimized for one search engine and 1-3 keywords. They are also known as "doorway," "bridge," "entry," "jump" or "supplemental" pages. Gateway pages stand on their own, separate from the rest of a site. They usually feature a logo, some text and a link that encourages visitors to enter the site.

At one time Gateway pages provided webmasters with the opportunity to rank high for any keyword with any search engine. Although Gateway pages are still effective for sites with content that's typically overlooked by search engines, they are no longer the "magic solution" to all ranking problems.

No magic bullet
Thanks to innovations like themes, link popularity and click-tracking, Gateway pages are no longer the "magic bullet" they once were. Search engines are getting better at looking at the whole picture, not just one page.

That's not to say that all Gateway pages are evil. Sophisticated Gateway pages (those that contain unique optimized text) are still an excellent way to rank with the search engines. And if your web site has dynamic or otherwise unspiderable content, Gateway pages may be the only solution.

Beware false promises
Many optimization services promise to create surefire Gateway pages as part of their service packages. If you're shopping for such a service, look out for exaggerated or unreasonable claims about the effectiveness of these pages. Beware of any company offering to create "50 custom pages that will rank high on all search engines" or making a similar promise. Such claims are usually unsubstantiated.

6. Link Farming (or Free For All)

On the World Wide Web, a link farm is any group of web sites that all hyperlink to every other site in the group. In graph theoretic terms, a link farm is a clique. Although some link farms can be created by hand, most are created through automated programs and services. A link farm is a form of spamming the index of a web search engine (sometimes called spamdexing). Other link exchange systems are designed to allow individual websites to selectively exchange links with other relevant websites and are not considered a form of spamdexing.

Search engines require ways to confirm page relevancy. A known method is to examine for one-way links coming directly from relevant websites. The process of building links should not be confused with being listed on link farms, as the latter requires reciprocal return links, which often renders the overall backlink advantage useless. This is due to oscillation, causing confusion over which is the vendor site and which is the promoting site.

Bottomline is that it's about quality and relevance.  Not quantity.  If you link to a number of unrelated websites for the sake of linking, you won't get the positive results you're looking for.