Official Google Webmaster Central Blog

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Five common SEO mistakes (and six good ideas!) Posted: 19 Mar 2012 09:15 PM PDT Webmaster Level: Beginner to Intermediate To help you avoid common mistakes webmasters face with regard to search engine optimization (SEO), I filmed a video outlining five common mistakes I've noticed in the SEO industry. Almost four years ago, we also gathered information from all of you (our readers) about your SEO recommendations and updated our related Help Center article given your feedback. Much of the same advice from 2008 still holds true today -- here's to more years ahead building a great site! If you're short on time, here's the gist: Avoid these common mistakes 1. Having no value proposition: Try not to assume that a site should rank #1 without knowing why it's helpful to searchers (and better than the competition :) 2. Segmented approach: Be wary of setting SEO-related goals without making sure they're aligned with your company's overall objectives and the goals of other departments. For example, in tandem with your work optimizing product pages (and the full user experience once they come to your site), also contribute your expertise to your Marketing team's upcoming campaign. So if Marketing is launching new videos or a more interactive site, be sure that searchers can find their content, too. 3. Time-consuming workarounds: Avoid implementing a hack rather than researching new features or best practices that could simplify development (e.g., changing the timestamp on an updated URL so it's crawled more quickly instead of easily submitting the URL through Fetch as Googlebot). 4. Caught in SEO trends: Consider spending less time obsessing about the latest "trick" to boost your rankings and instead focus on the fundamental tasks/efforts that will bring lasting visitors. 5. Slow iteration: Aim to be agile rather than promote an environment where the infrastructure and/or processes make improving your site, or even testing possible improvements, difficult. Six fundamental SEO tips 1. Do something cool: Make sure your site stands out from the competition -- in a good way! 2. Include relevant words in your copy: Try to put yourself in the shoes of searchers. What would they query to find you? Your name/business name, location, products, etc., are important. It's also helpful to use the same terms in your site that your users might type (e.g., you might be a trained "flower designer" but most searchers might type [florist]), and to answer the questions they might have (e.g., store hours, product specs, reviews). It helps to know your customers. 3. Be smart about your tags and site architecture: Create unique title tags and meta descriptions; include Rich Snippets markup from schema.org where appropriate. Have intuitive navigation and good internal links. 4. Sign up for email forwarding in Webmaster Tools: Help us communicate with you, especially when we notice something awry with your site. 5. Attract buzz: Natural links, +1s, likes, follows... In every business there's something compelling, interesting, entertaining, or surprising that you can offer or share with your users. Provide a helpful service, tell fun stories, paint a vivid picture and users will share and reshare your content. 6. Stay fresh and relevant: Keep content up-to-date and consider options such as building a social media presence (if that's where a potential audience exists) or creating an ideal mobile experience if your users are often on-the-go. Good luck to everyone! Written by Maile Ohye, Developer Programs Tech Lead

Upcoming changes in Google’s HTTP Referrer Posted: 19 Mar 2012 04:13 PM PDT Webmaster level: all Protecting users' privacy is a priority for us and it's helped drive recent changes. Helping users save time is also very important; it's explicitly mentioned as a part of our philosophy. Today, we're happy to announce that Google Web Search will soon be using a new proposal to reduce latency when a user of Google's SSL-search clicks on a search result with a modern browser such as Chrome. Starting in April, for browsers with the appropriate support, we will be using the "referrer" meta tag to automatically simplify the referring URL that is sent by the browser when visiting a page linked from an organic search result. This results in a faster time to result and more streamlined experience for the user. What does this mean for sites that receive clicks from Google search results? You may start to see "origin" referrers—Google's homepages (see the meta referrer specification for further detail)—as a source of organic SSL search traffic. This change will only affect the subset of SSL search referrers which already didn't include the query terms. Non-HTTPS referrals will continue to behave as they do today. Again, the primary motivation for this change is to remove an unneeded redirect so that signed-in users reach their destination faster. Website analytics programs can detect these organic search requests by detecting bare Google host names using SSL (like "https://www.google.co.uk/"). Webmasters will continue see the same data in Webmasters Tools—just as before, you'll receive an aggregated list of the top search queries that drove traffic to their site. We will continue to look into further improvements to how search query data is surfaced through Webmaster Tools. If you have questions, feedback or suggestions, please let us know through the Webmaster Tools Help Forum. Posted by John Mueller, Webmaster Trends Analyst, Switzerland

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