TOP 5 WHITE HAT AND BLACK HAT SEARCH OPTIMISATION TECHNIQUES

TOP 5 WHITE HAT AND BLACK HAT SEARCH OPTIMISATION TECHNIQUES...

Search engine optimisation, as with all things in life has a good, wholesome, fair and right way of doing things and a bad, unfair, downright naughty way of doing things. To describe the two SEO methodologies the terms “White Hat” and “Black Hat” SEO were coined.

We sit very firmly in the white hat camp believing that while black hat SEO techniques might have some short term positive effect, the long term implications can be disastrous for your website and in turn your business.

In this article we’ll examine the top 5 black hat SEO techniques in a bid to help you determine whether the SEO firm you’re currently using are potentially compromising your business website. Then we’ll examine the top 5 white hat SEO techniques that we believe will have a positive effect on your search position without putting your business website at risk.

TOP 5 BLACK HAT SEO TECHNIQUES
1. Hidden Content

Top of our list of black hat SEO techniques is hidden content. Hidden content comes in many guises but the basic principle is that within the code for the site there will be content stuffed with keywords, this content will not be visible to the end user of the site.

One way of doing this is by using comment tags.

Comment tags look like this;

<!– Comment Tag –>

The real purpose of comment tags is for developers to add in useful reminders within their code explaining what that piece of code does.

Here’s an example of the comment tag being used correctly,

<!– Start of the Main Content –>

Here’s an example of a comment tag being used incorrectly in a bid to promote a hypothetical page targeting search engine optimisation,

<!—Search engine optimisation, SEO, professional search engine optimisation company, spamming search engines –->

Another popular way of hiding content is the use of the <noscript> tag. The <noscript> tag should be used to inform a user that a script is being used but their browser either doesn’t support the script

language used or they have that function turned off.

Here’s an example of the <noscript> tag being used correctly,

&ltscript type=”text/javascript”>

<!– document.write(“Hello World!”) //–>

</script><br />

<noscript>Your browser does not support JavaScript!</noscript>

Here’s an example of the <noscript> tag being used as a black hat SEO technique again in a bid to promote a hypothetical page but this time targeting car hire,

<noscript>

Imaginary Car Hire Firm do Car Hire which is very affordable so if you want to hire a car call our car hire firm because we are the best car hire firm in the world

</noscript>

Other HMTL tags misused in similar ways include the <noframes> tag and hidden inputs in forms.

Content can also be hidden from the end user by using CSS, excessively small text and coloured text on the same coloured background.

All of these techniques are frowned upon by search engines and if detected can mean your website will be penalised or even banned. To the untrained eye it can be very difficult to spot the use of some of these techniques which is why we offer a free website MOT test at PushON.

2. Meta Keyword Stuffing

There are two Meta tags that are generally used to inform search engines of the content on the page. They reside between the <head> tag of a page and when used incorrectly they can alert a search engine that a site is using spam techniques in an attempt to improve its ranking.

Meta Description

The meta description should be used to describe the content of your page honestly and concisely and be 1 or 2 sentences, 3 at most.

Here’s an example of the meta description being used in the correct manner,

<meta name=”description” content=”Media SEO Company are an Online Marketing agency providing a full range of digital marketing services throughout Florida(USA) and the Greater Noida(India). If you need Search Engine marketing (SEM), Search Engine Optimisation (SEO) or Pay per Click (PPC), we can help you. Contact us now.” />

Here’s an example of the meta description tag being used incorrectly for a page promoting a restaurant called “MadeUp”,

<meta name=”description” content=”MadeUp restaurant website is the best MadeUp restaurant website, our restaurant is better than any restaurant,great restaurant,best food restaurant,visit our restaurant” />

3. Meta Keywords

Meta Keywords should be a short list of words that inform of the main focus of the page. Meta keywords have been so misused in the past that there are few if any search engines that take any heed of them.

Here’s an example of the meta keywords being used in the correct manner,

<meta name=”Keywords” content=”Online marketing, digital marketing, search marketing, search engine marketing, SEO Company, SEO, SEO Services, SEO Agency, SEO Firm” />

Here’s an example of the meta keywords tag being used incorrectly for a page promoting a restaurant called “MadeUp”,

<meta name=”keywords” content=”Restaurant,restaurants,food,feed,take away food,fast food,junk food,eat,eating out,dinner,dining,meal,eating,MadeUp,steak and chips,chicken and chips,pie and chips,pudding,desert,big restaurant,small restaurant,best restaurant,great restaurant, exclusive restaurant,cocktails,wine,drink,pizza,sandwhiches”>

4. Doorway or Gateway Pages

Doorway or Gateway pages are pages designed for search engines and not for the end user. They are basically fake pages that are stuffed with content and highly optimised for 1 or 2 keywords that link to a target or landing page. The end user never sees these pages because they are automatically redirected to the target page.

Off-the-shelf SEO software often encourages the use of gateway pages as do SEO firms that don’t know what they’re talking about. Search engine spiders are being enhanced continually to detect these pages and will get ignored or worse still, flag your site up as being spam and ban you all together.

5. Link Farming

In the real world if you were to build your house in a bad neighbour hood then your house would be affected by its surroundings. The same is true of the virtual world. Link farms or free for all (FFA) pages have no other purposes than to list links of unrelated websites. They won’t provide you with any traffic and you run the risk of having your site banned for participating. Don’t participate in link farming.

TOP 5 WHITE HAT SEO TECHNIQUES
1. Quality Content

When we first started looking at SEO as a separate entity to website build there was one phrase that we would continually hear, “content is King”, and it’s true. There is nothing more valuable you can do to optimise your site for search engines than offer unique well written content. A search engines aim is to serve up what it believes to be the most appropriate website for any given search to the end user.

Imagine we are the end user and we are searching for a portable air conditioner for hire. We go to our favourite search engine and search for the phrase “portable air conditioner hire”. In this imaginary scenario let’s assume there are only 2 websites that target that phrase,

Website 1

Website 1 consists of a single page with 3 paragraphs of text. The text tells us that the company does portable air conditioning hire and give us a phone number to call.

Website 2

Website 2 contains 30 plus pages all focusing on various portable air conditioning units that we can hire, costs and technical explanations of how portable air conditioning units work.

Which website do you think the search engine is likely to offer to the user first? It’s a rather obvious example but it illustrates the importance of good content so your priority should be good quality content.

2. Use Structural (Semantic) Mark Up and Separate Content from Presentation

Semantically structuring your mark up helps search engines understand the content of your webpage which is of course a good thing. Making proper use of heading elements is essential because search engines give more weight

to the content within the heading elements.

Using CSS to separate the design elements from the content makes for much leaner code and makes it easier for search engines to find what they’re looking for, which is content. Remember content is king!

3. Titles and Meta Data

Providing pages with proper titles and meta data is essential. As discussed in the top 5 black hat SEO techniques section the meta description and meta keywords elements have been so misused in the past that Search

Engines now regard them as less important, it’s still important to use them and use them properly. Titles however still carry a lot of weight and when we think of semantic mark up it is obvious why. The title of anything is a declaration as to what the content might be, so make sure your page titles are a true representation of the content of the page.

4. Keyword Research and Effective Keyword Use

Create your website with keywords and key phrases in mind. Research keywords and key phrases you think people might use to find your site. Single words are not always the most effective target, try multi-word phrases that are much more specific to your product/service and you’ll be targeting end users that are much more likely to want what you are offering.

Use the keywords and key phrases you’ve identified effectively throughout your website. Assign each page 2-3 of the keywords you’ve identified and use the keywords throughout all the important elements of the page. Those are,

Title
Meta Description
Meta Keywords
Heading Elements
<H1>
<H2>
<H2>
Text
Alt Tag
Title Tag
Links
5. Quality Inbound Links

Having inbound links to your website can be likened to having a vote for the good but there are good links and bad links so therefore votes for the good and votes that are bad. Good links are links from other web pages

that are regarded highly by the search engines and are contextually relevant to the content of your page. Bad links are links from web pages that aren’t regarded highly or potentially banned by search engines and have no relevance to the content of your page.

For example;

Imagine we have a website that sells telephones.

Link A: Link on the homepage of the British Telecoms website. = Good

Link B: Link on John Smiths Beer and Ale appreciation links page = Bad

The amount of quality inbound links to your site therefore have some relevance on how high up the search engine your site is placed. When sourcing links you should be thinking of quality over quantity and deep linking to pages within your website not just the home page.

Conclusion

To the untrained eye, identifying if your site is potentially at risk from black hat techniques can be difficult, that’s why at PushON we offer a free website analysis which would uncover any potential problems.

Please contact us if you would like to discuss search engine optimisation for your website.

A Discussion on SEO Strategies

Perhaps we have a tendency to all knowledge vital the Search Engine Optimization is for the higher ranking of your web site. but it's true that every one of the websites that you simply might read on the web are when this terribly factor to urge a much better ranking, and who are already on the topmost position are on to stay in that terribly position. the explanation behind this can be that the higher the ranking {a web site|an internet site|a web site} has the higher are its possibilities of obtaining the utmost range of tourists to their website, which might ultimately create their business a lot of profitable. thus here during this article we have a tendency to shall discuss regarding a number of the various kinds of ways used for higher search engine optimization. a technique may be a set up of action typically designed to e followed for a amount of your time to urge a desired result. equally Search Engine Optimization additionally ought to have some ways to be followed for a amount of your time.

To discuss regarding SEO ways the primary factor that comes in our mind is that the offensive ways. this can be the foremost common style of ways that are being use by many SEO firms to boost their targeted web site from their gift position. this can be but the foremost expensive factor to be in deep trouble all the parties involved. however there invariably remains the chance of being flagged as negative SEO, during this case.

On the contrary of the offensive ways there are invariably the defensive ways. These are designed to defend a grip that the web site already hold. This additionally creates barriers to the entry of latest entrants within the market and guaranteeing that you simply might gain such position that no different will attack you and snatch your position. thus because it is incredibly typically that you simply is also a victim, its higher to choose such a grip so you will not be attacked therefore simply. As as an example if you get a Page Rank seven or on top of there are a lot of possibilities that others wouldn't dare to challenge you.

One of the foremost attention-grabbing ways are the flaking ways. during this case you'll befoul your competitors or your enemies that there's no real threat for them and within the last moment after they understand it is just too late for them to require necessary actions. this will be one thing like launching social network in your niche however not specializing in the extremely vital areas whereas gaining some hidden advantage.

Besides these there also are the guerrilla SEO ways that involve launching of many new tiny sites targeting specific keywords. but this techniques desires a very skilled SEO and highly disciplined one so the others might not have the sense of what you're doing. and therefore the factor that ought to be kept in mind is that the sites that you simply launch shouldn't be same because the different.

Along with these there also are the deterrence SEO ways. but this sort of ways are primarily negative and additionally not that abundant essential. however by doing this you'll scare your competitors you'll scare your competitors to go away you alone.

Skype Said to Have Demanded More Than $7 Billion in Microsoft Buyout Talks

Skype Technologies SA’s owners refused to entertain offers of less than $7 billion, the value they expected the startup to get from a planned initial public offering, before agreeing to a buyout from Microsoft Corp. (MSFT), according to people with knowledge of the talks.
Microsoft Chief Executive Officer Steve Ballmer clinched the $8.5 billion all-cash agreement May 9, just more than a month after his initial overture to private equity firm Silver Lake, one of Skype’s biggest owners, said the people, who asked not to be identified because the talks were private.
“Microsoft really wanted this,” said Matt McCormick, a money manager for Cincinnati-based Bahl & Gaynor Inc., which oversees $3.6 billion, including Microsoft shares. “Microsoft right now is trying to do things to keep up with other faster- growing technology companies.”
Ballmer, 55, is making Microsoft’s largest acquisition on a wager he can use Internet calling to play catch-up in mobile and Web advertising. He offered more than $7 billion to cover Skype’s debt and keep a rival from gaining a business that would add calling features to games, e-mail and software on computers and handsets. While Google Inc. (GOOG) expressed interest, neither it nor other bidders made formal offers, the people said.
Microsoft, based in Redmond, Washington, is making the biggest Internet takeover in more than a decade, part of an effort to lure Web users and advertisers and help it catch Google in online advertising and Apple Inc. in mobile software.

‘Needed Kick-Start’

Ballmer plans to connect Skype, which boasts 170 million active users, to Microsoft’s Outlook e-mail, Xbox game console, Windows mobile phones and corporate-phone software. Skype offers voice and video calling over the Internet.
“This could give Microsoft a much-needed kick-start” in telecommunications, said Paolo Pescatore, an analyst at CCS Insight in London. In voice services, “Skype has certainly set the benchmark and gained a lot of traction.”
Microsoft was already negotiating a partnership with Skype when Ballmer kicked off takeover discussions. He said in an interview that he opted to pursue an acquisition after consulting with the leaders of the Office and Windows divisions.
Ballmer said he then directed Chief Financial Officer Peter Klein to make an unsolicited takeover offer to Silver Lake. Talks began in late March, the people familiar said.
Ballmer led Microsoft’s efforts and kept the plans secret outside of a small team, which included Microsoft Business Division Chief Financial Officer Amy Hood and Marc Brown, who oversees corporate development, one of the people said.

No-Shop Clause

Microsoft’s negotiators insisted on a no-shop clause, which barred Skype from seeking other bidders, according to one person familiar with the matter.
The parties agreed on a price in mid-April and signed the deal the night before it was announced. Microsoft paid a high premium in part because it expected the stock to rise after the IPO, meaning it would cost more to acquire Skype down the road, two of the people said.
“Microsoft was the only serious bidder at that number,’’ Marc Andreessen, co-founder of Skype investor Andreessen Horowitz, a venture capital firm, said in an interview.
Skype’s backers also talked with Google but didn’t get to discussing a price, and no formal offer was made, two people said. There were no other serious offers, one of them said.
The deal will add to Microsoft’s profit in the year after it closes, Ballmer said in an interview yesterday.
Microsoft slipped 16 cents to $25.67 yesterday in Nasdaq Stock Market trading. That left it down 8 percent this year.

‘Deadly D’

Microsoft also may get a tax benefit from the deal. Klein said the company will pay for the purchase using cash held overseas, freeing it from having to pay taxes associated with bringing cash into the U.S.
The company may use a technique known as the “Deadly D,” named for a section of tax law, that can help reduce taxes in cases where a U.S.-based company makes a foreign acquisition, said Robert Willens, who owns a tax consulting firm in New York.
“As far as the tax implications, this is a sweetheart deal,” Willens said. “This will be seen as a real important aspect of deal and will make Microsoft investors more comfortable with the transaction.”
Skype CEO Tony Bates will be president of the Microsoft Skype Division, reporting to Ballmer. The agreement was approved by the boards of both companies. Microsoft expects to receive regulatory clearance for the purchase this year.
Skype was founded in 2003 by Niklas Zennstrom and Janus Friis. The founders sold the company for $2.6 billion in 2005 to San Jose, California-based EBay Inc., which in turn sold off most of its stake four years later. Current investors include EBay, Silver Lake and Andreessen Horowitz.

IPO Plans

A purchase by Microsoft would divert unprofitable Skype from a plan, announced in August, to sell $100 million of shares in an IPO. The company has struggled to convert users of its free PC-to-PC phone services into paying customers, according to a March regulatory filing. The company has 663 million total users, most of whom aren’t active callers.
The purchase of Skype surpasses Microsoft’s acquisition of AQuantive Inc. for about $6 billion in 2007. It’s also the biggest takeover of an Internet company since the dot-com bubble 11 years ago, data compiled by Bloomberg show. Microsoft abandoned an unsolicited effort to buy Yahoo! Inc. for as much as $47.5 billion in 2008 and instead struck an agreement to provide search services on Yahoo’s pages.
Microsoft offers corporate telephone services through its Lync product, as well as consumer video-chat products as part of its instant-messaging software and Xbox online service.

Skype as Verb

Tightly integrated Skype services could be an added selling point for Windows Phone, the mobile operating system Microsoft is promoting as to vie with Google’s Android and Apple’s iOS, said Colin Gillis, an analyst at BGC Partners LP in New York.
Goldman Sachs Group Inc. (GS) and JPMorgan Chase & Co. (JPM) advised Skype on the deal. Skadden, Arps, Slate, Meagher & Flom LLP provided legal advice to Skype’s founders. Microsoft declined to disclose its bankers. Simpson Thacher & Bartlett LLP and Covington & Burling LLP are providing legal advice to Microsoft, and Sullivan & Cromwell LLP is advising Skype and Silver Lake.
Bloomberg LP, which owns Bloomberg News, is an investor in Andreessen Horowitz.
Skype has more than $800 million in annual revenue, Ballmer said yesterday. His forecast for Skype’s impact on earnings refers to profit excluding certain costs.
Microsoft is planning to keep and promote the Skype brand.
“We love the Skype brand -- it’s a verb, for gosh sakes,” Ballmer said in the interview.

A better way to play your music. - Google Music Beta

Visit here - music.google.com/

Upload your personal music collection to listen anywhere,

keep everything in sync, and forget the hassle of cables and files.

As anticipated, Google unveiled their music service today at their I/O conference, Music Beta. The emphasis is on the “beta” right now as Google clearly isn’t launching the full service they had wanted to — you can thank the music labels for that. So how is it? What does it look like?

We’ve been granted early access to the service and have done a quick walkthrough. Below, find some screenshots of how it will work. As Google notes:

    * Welcome to Music Beta, a new service from Google that lets you store your personal collection online and access it instantly without the hassle of wires or syncing.
    * Enjoy your music anywhere — listen on any web browser or your smartphone or tablet running Android 2.2 or higher.
    * Save your favorite albums, artists, and playlists on your device so you can keep listening even when you’re not connected.
    * Create your own custom playlists or build them automatically from a single song.

A few other quick notes: this is U.S.-only for now. There are a handful of free songs that you can get on the service to get your started. And yes, Flash is required for it to work.
service to get your started. And yes, Flash is required for it to work.

Google Apps For Business To Go Paid From May 10 In India

Google Apps for Business, the browser-based office suite that revolutionised the way start-ups and SMBs use e-mail and productivity applications at work, will soon go paid for any business with more than 10 users in India. Google Apps offers online solutions for e-mail, document editing, spread sheets and calendar management and collaboration with Gmail, Google Calendar, Docs and Sites. These web-based tools are hosted by Google itself and help streamline setup, minimise maintenance and reduce IT costs. Google claims that over three million businesses run Google Apps today.
Earlier, Google Apps for Business offered business users 100 e-mail IDs for free. Now, business users signing up for Google Apps for the first time after May 10, 2011 will be asked to use the paid Google Apps product if they have more than 10 e-mail accounts.
The website has not yet announced the change, but an e-mail message sent by the Google Apps Team reads: “We recently announced upcoming changes to the maximum number of users for Google Apps. As of May 10, any organisation that signs up for a new account will be required to use the paid Google Apps for Business product in order to create more than 10 users.”
Existing businesses will be able to continue to use Google Apps without being charged. Think of it as a bonus for adopting the cloud service first.
Globally, Google Apps for Business announced that it was going paid in 2009. It charged an annual fee of $50 per user, according to this pricing chart.
How does Google Apps differ from Google Apps for Business? While the former is a free service that allows anyone to activate up to 50 accounts and offers messaging apps, customised e-mail accounts for domains, Google Calendar and mobile access to the services, Google Apps for Business offers an additional set of security and support services.
Features such as Google Video for Business and Google Groups for Business are offered on Google Apps for Business. It also provides 25 GB e-mail storage per user, as well as enhanced support and security features. For example, with more administrator controls, you can enforce SSL, which means when you connect to your e-mail and data which are hosted online, the connection is always secure and hackers or IP thieves will not be able to access and steal company information. Various banks currently use SSL to secure online banking transactions.
By setting the required custom password strength, you will be able to ensure that employees’ e-mail inboxes are protected against information theft.
Google also offers 99.9 per cent uptime guarantee and 24/7 support, besides interoperability for Blackberry and Microsoft Outlook users.
A direct competitor to Google Apps for Business is Microsoft’s Office 365 and the tech giant had recently  launched a public beta in India. Office 365 is Microsoft’s online productivity suite, which combines Office Web Apps, Exchange Online, SharePoint Online and Lync Online into a cloud service.
Office 365 is a paid service for an average of Rs 270 per user, per month, starting at Rs 90 per user, per month for instant messaging and presence applications. And more than 150,000 organisations have signed up to test it so far, the company has revealed.

Facebook, Google mull Skype deals: sources

Facebook and Google are separately considering a tie-up with Skype after the web video conferencing service delayed its initial public offering, two sources with direct knowledge of the discussions said.

Facebook chief executive Mark Zuckerberg has taken part in internal discussions about buying Skype, according to one of the sources. Another source said Facebook had reached out to the Luxembourg-based company about forming a joint venture.

Google has also held early talks for a joint venture with Skype, the second source said.

A Skype deal could be valued at $US3 billion to $US4 billion, the first source said. Skype's IPO is expected to raise about $US1 billion, several other sources said.

The discussions are in early stages, and it is not clear which option the companies favour, the first two sources said.

Although an IPO is still in the cards for the second half of 2011, Skype remains in discussions with other companies, two of the sources said. If it goes through, a Skype IPO would be one of the most hotly anticipated debuts by a US technology company this year.

Securing Skype as a partner would expand Facebook's user base, help it grow in international markets where Skype is popular, and give its half-billion users another reason to remain active and connected to its online community.

Analysts say a tie-up between Facebook and Skype would make more sense than one with Google, which already has a similar service - Google Voice.

Skype and Google declined to comment. Facebook was not immediately available to comment. The information is not public and the sources declined to be named.

Good timing

With a partnership, Facebook can tack another service onto its ever-expanding menu - a crucial feature given that many mobile devices, including tablets, now come equipped with front-facing cameras.

"This is very synergistic," said Trip Chowdhry, an analyst with Global Equities Research. "It puts Facebook two steps ahead of Google because of the number of Skype users."

"In your social network, you will now have another very compelling service - Skype," he added.

Last year, Skype had about 124 million connected users every month by the end of June. But 8.1 million were paying customers, using Skype to make calls to traditional phones at discounted rates.

Analysts have said that while Skype's growth has been impressive, investors would be cautious about its prospects for revenue growth due to the size of its base of nonpaying customers.

The company was founded in 2003. eBay bought it in 2005 for $US3.1 billion.

In 2009, eBay sold a majority stake in Skype to an investor group that included Silver Lake, the Canada Pension Plan Investment Board and Andreessen Horowitz for $US1.9 billion in cash and a $US125 million note. eBay retained about a third of the company.

Handicaping the IPO

Last August, Skype filed a registration statement to go public. The October appointment of a new chief executive, Tony Bates, a former senior vice president of Cisco Systems, put the eagerly anticipated IPO on hold until the second half of 2011.

But rivals including Apple and Google have marched into Skype's territory, undercutting the value of the pioneer service.

Now, Skype might again change hands.

Although Facebook and Skype would benefit from each other's large community of users, neither has proven revenue models, said a separate source familiar with the companies.

For Skype, the clock is ticking, as large social media and software companies pour into the public markets.

On Wednesday, shares of Renren, China's largest social networking company, surged nearly 57 percent in its first day of trade.

LinkedIn said on Wednesday it would list its shares on the New York Stock Exchange. The social networking site for professionals filed to raise up to $US175 million in an IPO expected later this year.

The flood of internet public offerings this year will give Skype backers a clearer sense of its prospects, another source said.

"When a company is not going public and it has been on file for a long time, one way or another something is going to happen," that source said.

Google Introduces Search Globe (3D visualization of searches with Search Globe)

  Google has launched a new experimental search tool. Called Search Globe, it will visualize people’s curiosity with pinpoints related to the volume of searches grouped by languages.

The Google Data Arts Team, who created Google Body, harnessed the modern browser’s ability to generate fast 3D imaging with WebGL to display a colorful globe that represents the day-to-day searches by people all over the world.

“The Search Globe visualizes searches from one day, and shows the language of the majority of queries in an area in different colors. You’ll see a bright landscape of queries across Europe, and parts of Asia for instance, but unfortunately we see many fewer searches from parts of the world lacking Internet access—and often electricity as well—like Africa,” explained Valdean Klump of the Google Data Arts Team in a blog post.

Search Globe is open source, and can be used here. Note that you will need a WebGL browser, such as the latest build of Chrome or Firefox 4, to use the tool properly. The 3D tool that navigates the human body is here.

As a side note, if you have problems getting the Search Globe to work, you may need to update your video drivers. This seems to be a common issue for some users.

Google’s Panda Update Cripples Open Publishing Competition

This is a guest post by HubPages CEO Paul Edmondson. Prior to founding HubPages, Edmondson was part of the executive team at MongoMusic, which was acquired by Microsoft in 2000, and held group management positions at MSN Entertainment over product management, quality management, operations, and business management.

Search engines are a critical part of the democratization of the Web and none is more important than Google. They provide the critical gateway to information in a meritocratic way that has traditionally rewarded usefulness and quality over name recognition of the content creator, valuing the utility to the searcher over all else.

In parallel, open publishing platforms have provided free tools for creating and sharing information with topical expertise and a voice to anyone on the Web. These platforms feed the search engines and, in return, the search engines have delivered steady audiences. This ecosystem has been lucrative for the search engines, an essential outlet for the information sharers, and a great way for the world to have access to a broad swathe of information, from the full range of political opinions to thousands of ways to barbecue a chicken.

Google’s recent “Panda” update intentionally upends this ecosystem; it doesn’t just lower the rankings of individual pages that the algorithm deems “low quality” (however that may be defined by Google) but, as Google has said publicly, “low-quality [page] content [on the domain] can impact an entire domain.” This means that high-quality content hosted on open publishing platforms like HubPages and YouTube can be negatively impacted in their search rankings simply by hosting contributions of various quality on a single site.

HubPages has seen a negative impact from this change, but so far YouTube has not (Search Metrics Winners). One presumes Google isn’t treating its own affiliated sites differently than any other site, but YouTube’s open publishing environment makes low-quality content as prevalent as on any other moderated open publishing platform. Google shows over 13 million indexed videos on YouTube for lose weight (known spammy area) and over 10 million for forex (another spammy area). Apparently, Google’s Panda update has been punitive only to platforms other than Google’s.

We certainly support and encourage changes to algorithms to provide the public with access to the best search results. We appreciate that open publishing platforms with a wide range of content quality also have a responsibility to moderate their content appropriately. While we understand the need for ordering search results, we also think it is a mistake to broadly impact an entire domain negatively where the content has been contributed by individual people. Bear in mind that a lot of the content on open
publishing platforms like HubPages and YouTube is great, and it is exactly what people are searching for on the Web.

We have reached out to Google seeking feedback and guidance about what elements of an open platform are being penalized by Panda. There has been little response to our inquiries, from questions about site architecture posted on the official Google forums, to personal emails sent to Matt Cutts, the head of web spam at Google.

We, as well as many other operators, are happy to engage in a dialogue with Google on what quality means and how to educate information sharers. It seems that publishing platforms that
are not operated by Google are at a distinct disadvantage when it comes to guidance on how to adjust to this latest search algorithm update, as is exemplified by YouTube’s apparent immunity.

Before Panda, Google gave open platforms of all sizes many ways to separate high quality content from poor content without chilling an entire domain. In this respect, HubPages most closely resembles YouTube’s site structure. We send Google signals by how we program the site. For example, we let Google know what we think is the best content by giving that content more internal links from related pages. We also follow the sitemap protocol and give content a crawling priority. It seems these efforts are severely discounted after the Panda update since, despite their application, there is still a domain-wide devaluing being applied.

We are concerned that Google is targeting platforms other than its own and stifling competition by reducing viable platform choices simply by diminishing platforms’ ability to rank pages. Google is not being transparent about their new standards, which prevents platforms like ours from having access to a level playing field with Google’s own services. We want to comply with and exceed Google’s standards. Google has my contact information. Hope to hear from them soon.

Google News is about looks, too

Google News is about looks, too

Getting a site accepted as a Google News source is a very hard task indeed, and it’s not for everyone. If you are targeting Google News as part of your SEO, it’s important to realise it’s not just about content. If you want any hope of success, you have to have the right look.
It might sound strange that appearance can have any effect on your chances of being selected for Google News, but it’s true. Google has been cracking down on the number of non-news sites that have managed to work their way into its news sources, looking at more than content. This is why looking more like a media site helps.

Here’s some changes you can make if you’re targeting Google News as part of your search engine optimisation:
Design
If your site looks like a company website, it’s not going to make the grade. Convincing Google of your newsworthiness starts with the right layout, and magazine layouts are recommended. Talk to us at SEO.co.uk for further advice.
Supplementary pages
Having the right supplementary pages also gives off the signals that Google is looking for. As well as a good About Us page, one which features some meaty content, it’s a good idea to have a featured authors page, listing the names of your writers. This can make your site more attractive to site users as well.
Make things easier with a niche
No business can afford to run a general news site as part of their search engine optimisation campaign. Pick a niche in your industry, and feature news from there. This speciality gives you enough focus to make content writing easier, and give you more of a news drive. Cornering a niche will also increase the likelihood of Google choosing your site for its rare information.

Get Bitten by the News Bug!

Get Bitten by the News Bug!

The Pew Research Center’s Project for Excellence in Journalism has recently released a survey which shows that the amount of people who get their news online has surpassed the number of people who get their information via newspapers. Forty-six per cent of Americans surveyed get their news online approximately three times throughout the week compared to forty per cent who get info through print media.
Getting news and information through televised broadcasts is still the leading platform, with fifty per cent of Americans getting their news from TV bulletins. What’s also incredibly interesting is that nearly half of Amercians surveyed – a fascinating forty-seven per cent – get their news from mobiles, especially when it relates to local matters.

Their report also shows that there is a steady decline when it comes to people getting their information through from traditional media. Every media sector apart from online is losing an audience in some shape or other, and we feel this data is imperative to showing people how important posting regular news items on a company blog or other actually is.
With more people searching online than ever before for products, news, opinion and more, having an up-to-date news blog on your site can help to attract organic traffic as well as keeping your core visitors coming back to your site for more.
But your news blogs should always be original, objective and say something to your readers that no other site does. Your news should be sourced by yourself in-house and be relevant to your industry when it comes to search engine optimisation. The better the quality of your news when content writing, the more relevant it is and if a lot of care’s been taken when writing it, you should win over a lot of fans and followers for years to come if you keep it up!

Snaptu it, Facebook…

Snaptu it, Facebook…

Facebook is, frankly, enormous. Not just in a social networking sense, but also in a brand sense. A commercial sense and recognition sense. Over 30 million people in the United Kingdom currently possess a Facebook account, with that number steadily growing as time goes on.
While quite a lot of people access Facebook via their smartphone, there is still a huge number of people who log on through conventional handsets. Though the smartphone trend is ploughing ahead, a whopping 80 per cent of the global phone market is still taken up by ‘non-smartphones’.

In what many see as a clever move, Facebook has quickly moved to acquire London-based company Snaptu for a price estimated between $40-70 million. The American-Israeli technology firm’s expertise lie in making social networks and platforms accessible through ‘feature phones’. One of Facebook’s key goals for 2011 is to expand in the mobile market – the team at Snaptu seem happy with the acquisition, blogging: “We soon decided that working as part of the Facebook team offered the best opportunity to keep accelerating the pace of our product development.”
In the past, Facebook’s head of mobile business, Henri Moisinnac, has said: “We want to have every user in every market using Facebook– we’re investing in smartphones and at the same time as in mass market phones because we believe with great features and great integrations, every phone can become sociable.”
Mobile search is becoming incredibly important in the world of website optimization as companies look to harness searchers on the move. With 80 per cent of the global phone market being identified as ‘non-smartphone’, then Facebook are already laying down the foundations to try and corner as much of it as possible. Link building is very important when promoting your website, but keep in mind that a strong mobile presence will also be crucial in the coming years as the medium grows.

 

Facebook Getting Tough on Profiles

Facebook Getting Tough on Profiles

Facebook and other social media websites are a vital part to search engine optimisation campaigns all over the globe. Making proper use of Facebook and similar platforms is a great way to increase your brand’s exposure across the web in SEO – but sadly, like a lot of things, there are people who try to take advantage of social media for quick rankings and to gain an advantage over the competition as quickly as possible.
Facebook has recently clamped down on profiles were they believe the user is underage, and has claimed that they’re currently deleting approximately 20,000 underage users every single day. Users looking to join Facebook have to be 13 or older, but because of the popularity of the medium, obviously a lot of people under 13 are trying their luck and joining the largest social website of our time!

But there are other underlying issues here. If a 12-year-old can create a profile, then anyone can create a profile, whether the reasons are for good or bad. There’s a difference between a kid joining Facebook to share photos with their friends and a company creating a lot of fake profiles to post a lot of fake, positive comments on the wall of their company page.
“There are people who lie. There are people who are under 13 [accessing Facebook]. Facebook removes 20,000 people a day, people who are underage,” says Mozelle Thompson, chief privacy advisor at Facebook. comScore rates that number to be much higher in the US, where their research shows that a possible 3.6million underage people regularly access Facebook.
It’s great to see that Facebook has recognised there’s something of a ‘profile problem’, and that they’re working hard to fix it where they can. How can they solve the problem though in the long-term? Leave us your thoughts below!

 

Twitter – Keep it Private.

Twitter – Keep it Private 

We’re massive fans of social media, and recommend it highly for anybody who’s looking to incorporate an SEO campaign alongside their web presence. But for all the benefits the likes of Twitter and Facebook can bring to an organic SEO campaign, people still have a hard time remembering that it’s a very public platform. Just ask Calvin Harris and Katy Perry…
It’s worth remembering that no matter how bad things get, either in a personal or professional sense, it’d be a wise idea not to air your dirty laundry in public. What’s the point?
Perry and Harris have been generating headlines over the last day or so because the latter has pulled out of the former’s tour around the UK. Harris cited behind-the-scenes issues, but instead of things staying that way and both parties sorting things out amicably, a slanging match erupted between Harris and Perry on Twitter, with thousands watching.

Of course, this is a very high-profile incident between two chart stars, but there’s lessons for everyone to learn here. Many people still, understandably, confuse Twitter as an innocent form of fun. Twitter though, is regarded as a valid form of publishing and can carry all the associated legal consequences – just ask ex-Liverpool FC footballer Ryan Babel who was hit with a hefty fine for his tweets in January.
The tweets between Harris and Perry focused a lot on what many assume were the terms of the deal between the two, with talk of ‘goalposts being moved’. Pretty dangerous when each tweet will be read by potentially millions of people.
Whatever the problems you encounter in your business, deal with it professionally. Twitter can very easily – as the example above shows – turn things into a public slanging match, adding fuel to the fire. Keep things in-house. You not only owe it to yourself, but to the poor souls who follow you and have to read your tweets!

 

Five things you must do when using social networking websites for SEO

Five things you must do when using social networking websites for SEO

It is impossible not to notice the increasing popularity of social networking websites such as Facebook and Twitter. Millions of internet users now use websites of this kind on a regular basis and it is not just those using them for personal and social reasons that are logging in. Online business owners are developing and updating profiles on social networking sites and for some, this is making a big difference to their search engine optimisation campaigns.
If used appropriately, a social networking website can help a business to gain exposure, build trust and respect for its brand and direct traffic to its web pages. These are impressive results and are why so many site owners are becoming interested in what social networking websites can do for them and how these results can be achieved.
If you want to use social networking websites successfully as part of your SEO campaign, there are five things you must do:
1. Be polite. You are representing your company when you interact with others within social networking environments and must remember this at all times. You must always be polite and respectful if you want to show others the professionalism of your business.
2. Provide relevant information. Whilst all the content you create does not have to be about your business, a lot of it should be. This is because this is what a lot of your followers will expect and will be one of the main reasons why they are following you.
3. Be fun. If you are going to keep the attention and interest of your audience, you not only have to provide useful information but you have to make things fun too. There are many ways this can be achieved such as by running competitions, having quizzes, giving free prizes away and other ideas such as this. You do not always have to be serious when using social networking sites for SEO.
4. Be ready to respond to others. When using social networking websites, it is not just about giving information to others but also about reading their responses, communicating with them and learning from the information they offer you. If another user makes a comment, try and respond. Always acknowledge those that show an interest in your profile and try to help bonds between you and them to develop.
5. Be sociable. If you are not ready to be sociable on behalf of your business then there is little point in using sites of this kind. You have to check on your social networking page often, add information, respond to others, comment on the profiles of others and really get involved in the social networking community any way you can. This is how you will gain the most exposure.
We at the-websol.blogspot.com are helping many of our clients to establish themselves within the social networking communities and are seeing impressive results. If you require some help with sites like this or with any other SEO techniques, we are here to offer our assistance.

 

AdWords Finally Gets Phone Support

AdWords Finally Gets Phone Support

It’s something that those who have been involved in search engine marketing have been crying out for for years! But the day has finally come – Google has announced that it now provides phone support for its AdWords program, meaning that people will hopefully be no longer stuck in the wilderness when they need questions answering about their PPC campaign.
It’s taken Google nearly ten years to implement this most basic of measures, but better late than never! We’re still waiting to test it ourselves to see how effective it is, but anything has to be an improvement on the methods used beforehand. Previously, getting an answer out of Google in regard to an account was a hugely drawn-out process. If the solution to your problem wasn’t on the official Google FAQ then email was pretty much your only saving grace, with responses and replies taking days at a time to resolve matters.

Which is a shame because pay per click is an incredibly effective form of SEO, and Google’s main form of revenue. You’d think, in that sense, that they would do everything they could to make the service as accessible as possible. No use in complaining now though, a problems been identified and fixed, and we’re looking forward to seeing how easy accounts are now to manage in a practical sense.
As far as SEO services go, PPC is a great tactic to employ for quicker results and an overall long-term improvement in your ROI – as long as you have the budget, that is. PPC can be an expensive business, but a good campaign done the right way can get you fantastic results!

Google Has Stopped Street View Photography In Germany

In most locations, Google sends its Street View cars out on a repeated basis “to make sure the information is accurate and kept up to date,” as the Street View website explains.
But that’s not happening in Germany.
Despite the recent German court ruling that declared photography from streets legal in Germany, Google has stopped Street View photography there and says it has “no plans to launch new imagery on Street View in Germany.” A Google spokesperson says the company’s priorities have changed:

Our business priority is to use our Google cars to collect data such as street names and road signs to improve our basic maps for our users in a similar way that other mapping companies do.

Google will continue to show its existing Street View photos for the 20 German cities that are online now, but there won’t be any updates to those photos. It’s unclear if this decision is final, or if the company might change its plans in the future.
Aside from the mention of new priorities, the company isn’t saying why it’s stopped Street View photography in Germany. It’s easy to assume that the service’s difficult birth has factored into the decision. German officials raised objections almost as soon as Google announced plans to launch Street View there. After lengthy negotiations, Google eventually agreed to let German residents opt-out of having their buildings appear online, and nearly 250,000 German households and businesses took Google up on that offer. I’m not a programmer, but I can’t help wonder if the presence of so many blurred buildings — and the potential challenge of updating Street View while maintaining their privacy — is a factor in Google’s decision.

Woman Follows Google Maps “Walking” Directions, Gets Hit, Sues

Is Google responsible for giving out bad directions through its Google Maps service? We’re about to find out. After Googling walking directions for a trip in Park City, Utah, Lauren Rosenberg claims she was led onto a busy highway, where she was struck by a vehicle. She’s now suing Google for damages.
The case, Rosenberg v. Harwood, was filed in Utah, in the US District Court’s Central Division (Gary Price of ResourceShelf tipped us to it today). Harwood is Patrick Harwood, the person who actually hit Rosenberg, according to the suit. Both Harwood and Google are being sued in the same case, for damages “in excess of $100,000.”
Rosenberg used Google Maps on January 19, 2009, via her Blackberry, to get directions between 96 Daly Street, Park City, Utah and 1710 Prospector Avenue, Park City, Utah. Google provided these, telling her as part of the route to walk for about 1/2 mile along the calm-sounding “Deer Valley Drive.”
That’s an alternative name for that section of Utah State Route 224, a highway that lacks sidewalks, the case says. Rosenberg wasn’t warned about this, putting Google directly at fault in the accident, the case claims:

Defendant Google, through its “Google Maps” service provided Plaintiff Lauren Rosenberg with walking directions that led her out onto Deer valley Drive, a.k.a. State Route 224, a rural highway wit no sidewalks, and a roadway that exhibits motor vehicles traveling at high speeds, that is not reasonably safe for pedestrians. The Defendant Google expects uses of the walking map site to rely on the accuracy of the walking directions given….
As a direct and proximate cause of Defendant Google’s careless, reckless, and negligent providing of unsafe directions, Plaintiff Laren Rosenberg was led onto a dangerous highway, and was thereby stricken by a motor vehicle…

Here’s the route:

In the screenshot above, you can see that Google quite clearly warns:

Walking directions are in beta. Use caution – This route may be missing sidewalks or pedestrian paths.

That would seem to negate part of the suit’s claim — except that Rosenberg used a Blackberry. The Blackberry version of Google Maps might not have carried this warning. I don’t have a Blackberry so can’t see myself, but I’m checking on this. I know that on the iPhone version, there is no warning.
Certainly it seems embarrassing for Google to be routing people onto busy highways when they explicitly use the “walking” directions option. But then again, Google’s not alone. Bing does the same thing in its directions, which also contain a warning (at least in the web version):

Part of the issue seems to be that there’s no easy-to-find pedestrian path between these two points in Park City. Looking at the satellite view on Google Maps, there appears to be an alternative dirt path that runs roughly along the same direction. But I can’t tell if this was open to public use or not. Since it’s not along a major road, it’s something that Google Maps probably didn’t pick up.
Instead, Google’s making its best guess. That can be laughable to annoying, when it gets things wrong. Some examples:

• Google used to advise swimming across the Atlantic Ocean to get from the US to Britain, as a joke
• Google, before walking directions were added in July 2008, took a lot of ribbing for turning a 30 second walk in Sydney into an 18 minute car trip
• When Google Maps rolled out its new bike directions feature in March, I found in my area, it made some wildly bad guesses

But are Google’s bad guesses also dangerous? I suspect a court is going to find that despite getting bad directions from Google (or a gas station attendant, a local person or any source), people are also expected to use common sense. So when you come to an intersection like this, as Rosenberg would have come to before crossing onto the highway:

You might be expected to consider for yourself whether it is safe to continue. Or when you’re walking down the road itself, and it looks like this:

It becomes self-evident there’s no sidewalk and probably not a good place for pedestrians to walk, regardless of whether you got a warning from Google or not.
Here’s to Google improving its directions and perhaps using more common sense of its own, understanding whether a street is a busy highway and maybe simply not offering routes when it doubt, rather than guessing.
And here’s also to common sense about anyone following any directions they’re given.

Reports: Google CEO Page Ties Bonuses To Social Success, Reorganizes Google Mgmt. Team

2011 bonuses for Google employees are reportedly being tied to how well the company fares in its efforts to integrate social elements across Google products. That’s according to two reports from Silicon Alley Insider — reports that say the news first spread in a company-wide memo last Friday from co-founder (and now new CEO) Larry Page.
There are also reports tonight that Page has promoted a half-dozen Google execs to new senior vice president roles; more on that below.
SAI has published a screenshot that it says is an internal Google FAQ describing a “2011 Multiplier” affecting employee bonuses. The screenshot says, in part:

For Googlers on the Company Plan, the multiplier has both an upside and a downside. It can range from 0.75 to 1.25 depending on how well we perform against our strategy to integrate relationships, sharing and identity across our products. If we’re successful, your bonus could be up to 25% bigger. If not, your bonus could be as much as 25% less than target. We all have a stake in the success of this effort and this multiplier is designed to reflect that.

(emphasis is mine)
Google’s missteps in the social space are well documented. Google Wave has already been shuttered, and Google Buzz has caused the company a number of headaches … not to mention lawsuits. Google bought services like Jaiku and Dodgeball, but later closed both.
Last September, Google began talking about a new plan: a social layer across its products. That plan has started to be realized in recent weeks with the expansion of social signals on search results’ pages, and last week’s launch of Google +1.
Page hints at the importance of Google Profiles when he refers to “identity” in the quote above. Most, if not all, of Google’s social efforts are dependent on getting searchers to create Google Profiles – and the company has been improving, promoting and emphasizing those for a few years now.
But for more and more Internet users, profiles belong to Facebook. Facebook gets about 25% of all US page views and was the most visited US web site in 2010. And it’s not just a US thing. Just look at comScore’s 2010 Europe Digital Year in Review, which reported that Europeans spend more time on Facebook than Google and showed Facebook’s dominant position among social networking sites in more than a dozen countries.

So the big question might be this: Do users really want Google to be more social? Or has that ship already sailed? Google employees may get an answer in their Q4 bonus checks.
There’s more discussion of this on Techmeme.
Meanwhile, the LA Times is reporting that Page also completed a major overhaul of Google’s management structure today (Thursday). The Times reports the following promotions to new Senior VP status:

• Andy Rubin to senior vice president of mobile
• Vic Gundotra to senior vice president of social
• Sundar Pichai to senior vice president of Chrome
• Salar Kamangar to senior vice president of YouTube and video
• Alan Eustace to senior vice president of search
• Susan Wojcicki to senior vice president of ads

Gov’t To Okay Google-ITA Deal After Google Agrees To Burdensome Conditions

The Justice Department (DOJ) has signed off on the Google acquisition of travel software company ITA, but says Google must meet certain conditions. The Justice Department said that as originally proposed the acquisition would have “substantially lessened competition among providers of comparative flight search websites in the United States.”
The DOJ is requiring Google to do a number of things if it wishes to proceed with the ITA acquisition:

Google will be required to continue to license ITA’s QPX software to airfare websites on commercially reasonable terms.  QPX conducts searches for air travel fares, schedules and availability.  Google will also be required to continue to fund research and development of that product at least at similar levels to what ITA has invested in recent years.  Google will also be required to further develop and offer ITA’s next generation InstaSearch product to travel websites, which will provide near instantaneous results to certain types of flexible airfare search queries.  InstaSearch is currently not commercially available, but is in development by ITA.

In other words, Google must effectively operate ITA as though the acquisition had not been made: continue software development and continue to license the platform to competitors. The proposed settlement also restricts how Google might use information it obtains from its operation of ITA:

To prevent abuse of commercially sensitive information, Google will be required to implement firewall restrictions within the company that prevent unauthorized use of competitively sensitive information and data gathered from ITA’s customers.  The proposed settlement delineates when and for what purpose that data may be used by Google.  Google is also prohibited from entering into agreements with airlines that would inappropriately restrict the airlines’ right to share seat and booking class information with Google’s competitors.

Beyond this, there will also be an enforcement mechanism to ensure that Google complies with the above and doesn’t do anything “unfair” with ITA:

The department said that Google will also be required to provide mandatory arbitration under certain circumstances and provide for a formal reporting mechanism for complainants if Google acts in an unfair manner.

It’s now Google’s move. The company could simply walk away from the acquisition or it could accept the DOJ’s settlement terms or fight the litigation.

Meta Description and Content Management Systems – SEO and Social Media Factors

Most of us know that while the search engines no longer consider the meta description in their ranking factors, this element of your page is still important in getting traffic to your site.

How Meta Descriptions are used on Search Engines and Social Media Websites

1. While not a ranking factor, the meta description is still important in organic searches as the search engines use this in the ‘snippet’ that appears below the title in search results.  The more relevant and enticing this snippet is, the more likely you are to get users to click on the listing.

Google Search Results showing Meta Description used as snippet for HighRankings.com

2. Many social media sites include the meta description when you share a link. As with organic search listings, a relevant and enticing description here is more likely to get clicked on and shared on further. (See this post on using titles for social media success for more information on how links are posted on social media sites.)

HighRankings’com page posted on Facebook showing Meta Description.

So to have relevant, enticing descriptions across platforms for all of the pages on your website, it is best if you can insert a unique meta description for each individual page, but sometimes this is not feasible.

How Content Management Systems deal with Meta Descriptions

These days, most Content Management Systems provide a field for meta description for each page (or you can use a plugin/add-in that creates this feature). After many years of coding by hand to have complete control I’ve selected to use WordPress with Genesis Theme Framework [http://www.studiopress.com/] which allows you to create unique Titles, Descriptions, etc. for each page – as well as for categories and tags.

Genesis Premium WP Theme Framework SEO Options and Settings

I train my clients in how to best use these fields, but very often I find that they do not enter anything in these fields. If you don’t enter anything in the Meta Description field then there is none, there’s no default or automated description using this theme framework.

What if a page has no Meta Description?

While if you don’t enter a Custom Document Title the system makes the post/page title the <title>, the team at Studio Press, developers of the Genesis WordPress Theme Framework, have decided not to generate a default description based on input from SEOs like Joost de Valk who feel that if you are not going to handcraft a good description for a page yourself, you are better off letting the search engines generate the snippet for you, “…most plugins pick the first sentence, which might be an introductory sentence which has hardly anything to do with the subject, or another sentence with a keyword in it, which might be completely wrong to pick as description”.
SEOmoz states that in some cases you should deliberately choose to leave out the meta description, “…if the page is targeting longer tail traffic (3+ keywords), for example with hundreds of articles or blog entries or even a huge product catalog, it can sometimes be wiser to let the engines themselves extract the relevant text.”
In the image at the top of page showing Google search results for “meta description” the listing for Wikipedia illustrates the benefit of letting Google create the snippet.  The page covers the Meta Element in general and the snippet shows the specific text about Meta Description.  A handcrafted description would probably be too general and an automated meta description may take just the first paragraph of the page: “Meta elements are the HTML or XHTML <meta … > element used to provide structured metadata about a Web page. Multiple elements are often used on the same page: the element is the same, but its attributes are different. Meta elements can be used to specify page description, keywords and any other metadata not provided through the other head elements and attributes.”

When the Search Engine Generated Snippet Doesn’t Work Well

But the search engines don’t always do a good job with the snippets. Take the Google Webmaster Blog for example:

Google search result for “importance of meta description”

Google doesn’t even take its own advice in the post, probably because it has so much confidence in its own ability to create a snippet.  This post has no meta description so the search result shows a snippet that is taken from content on the page related to the search.
In this case it is a comment posted by a reader, not even from the main post where the information on the topic should be. So a handcrafted description would probably represent the page better, but even if the first paragraph of the post was used as a default it would have made a good meta description:

 

The first paragraph of the Google Webmaster Post

With no meta description, the description of the page when shared on other sites is less than helpful. In sharing the link on Facebook it is again using a comment which is not that helpful.

The result when sharing the post on Facebook, showing a poor description as there was no Meta Description.

I do agree that automatically generated meta descriptions are not necessary as far as organic search results are concerned, but a description of some kind is important when sharing links on social media and some directory sites using a sharing tool or another automated method. Obviously a handwritten, unique meta description is the ideal and for best results we should aim to create these, but being realistic, and honest – I have to admit that I’ve caught myself leaving out the description more times than I am happy with – there will be many times when the meta description is not filled out.
I also find it annoying when I go to share a link to someone else’s site on one of my social media accounts and the description is not helpful so I either delete it or rewrite it.  If you want people to share your links on a regular basis, it’s best to make it as easy as possible and for the information on the post with your link to be as relevant as possible.
For me an automatically generated meta description would work because I just think it’s good SEO copywriting, and copywriting in general, to include an opening paragraph which describes what the post is about and includes your keyphrases.  I coach my clients to do the same, but many people do not write this way.

Balancing out descriptions for Organic Search Results and Social Media Sharing

So should a Content Management System include a default meta description if you do not add one, perhaps taken from the first 150 characters of a page? Traffic from organic search results is still definitely a more important source of traffic for nearly all websites, but social media marketing has become an important part of many online marketing campaign and the ability to share links from your website is an important part of this.

Are there other options for creating descriptions?

Open Graph protocol [http://ogp.me/] is another way to indicate the information to be posted on social media sites. Perhaps its use will become common place amongst developers of Content Management Systems, themes and plugins/add-ons; as these can be set to automate the description for social media sharing separate to the meta description.  Or the developers may come up with new ways to handle this issue.
Until then I’ll have a big post-it on my computer, “Don’t forget the Meta Description!”, and if you’ve found another way to address this issue with Meta Descriptions, I’d love to hear all about it.