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Advice about search engine optimisation from a top internet company providing SEO tips on search engine optimisation techniques

However, just carrying content is not always enough to get to the top of Google. You also need to understand the following SEO techniques.
  • Mercurial content can achieve more than optimising hundreds of web pages. Mercurial content can be achieved through a number of mediums. It can be done by applying Omni-Links to a page so that the system delivers the most relevant links to the page based on whatever someone types into a search engine. Or it can be achieved by programming a page so that the content is constantly being randomly changed each time someone visits a page. Alternatively, it can be done by adding content on a regular basis, although this can be labour intensive and time consuming. Obviously, the page has to be correctly optimised in the first place and if you are using O-L, then your links have to be relevant to ensure you are delivering quality content.

  • Bait page set-ups can be used to highlight the importance of a page and attract related traffic to the feeder page. You should only ever use bait feed set ups if you really understand how the search engines work and are confident in your SEO skills. This is one area of search engine optimisation that can send you web pages plummeting if you get your sums wrong. If you are using bait feed set ups on related pages you have to understand how to partition content and stack pages so that the pages carrying the bait feeds don't become too general and therefore not highly relevant to anything in particular. If you are an angler you will understand how you can throw a handful of bait into a lake to attract the fish, but you then have to get the fish to take your baited hook. This is how bait feed set ups work, they create the activity around the hook or page and then take the bait you actually want them to bite on.

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  • Stacking pages can help with search engine placement. This involves internal linking within a website as well as running external links to web pages held on related sites and inbound links from different web pages. A typical example of stacking pages can be seen by typing - website optimisers - into Google. Eight of the top ten websites found in the top ten belong to our companies. This is known as clustering. Stacking pages is time consuming and can be messy and is best achieved by using Omni-Links.

  • Feeder pages are high quality content pages that have been optimised for one specific search that either carry a highly visible call to action button or a specific page on another website. Feeder pages should not be confused with doorway pages that can get your website blacklisted. Again, this is an area that is best left to search engine optimisers who really understand what they are doing when it comes to the search engines. We are aware of numerous occasions where our competitors have tried to emulate our SEO strategies and only succeeded in damaging their clients' web positions.

  • Clustering pages can be used when stacking to gain high significance with the search engines. It is an SEO term invented by us and adopted by many of our competitors who obviously have not been able to work out how it actually works. Clustering is when a number of websites are grouped or clustered together in the organic results of a search engine for a given search. Type - search engine optimisers - into Google and you should find at least seven web pages belonging to websites owned by our companies. It involves using stacking, bait feed set-ups, mercurial content and, where appropriate, partitioned content.

  • Mapping is another term that we created and has been taken out of context by other search engine optimisers. We see them talking about mapping in the same breath as clustering and stacking, whilst they are actually not related. The problem, as ever, is so-called SEO experts visiting our websites and plagiarising our content without actually understanding what we are talking about. Other search engine optimisers then steal the misleading content from another website and by the time it has been republished a dozen times it is so far from the truth it is absolute rubbish. This content has been used to create a web page that is aimed at clustering results for a given search term; it will not appear in the clustered results because it has not been included in any mapping. So what is mapping? It can be as simple as a sitemap to enable ease of navigation or it can be the inclusion of text links within the text of a page that leads to other relevant information. Whilst there are plenty of links contained here, they were not created for mapping purposes but to enhance clustered results - which is why so many SEO specialists get confused. Incorrect mapping or over mapping can therefore confuse the search engines and deliver poor informational results.

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  • Partitioned content should only be used when using primary optimisation. Partitioned content is yet another search engine term invented by us and misunderstood and misrepresented by many search engine optimisers who have plagiarised our content. It is rare that anyone should need to use partitioned content in any search engine optimisation project and, where it is used, caution should be the order of the day. It is essentially information that is important to the reader but is unlikely to be content, such as technical terminology that people would know about or use as a search term. So the content needs to be partitioned so that it does not dilute the relevance of a web page.

  • Primary optimisation should only be used for specific, specified search terms. We talked earlier about the fact that keywords and metatags were not significant in search engine optimisation because Google paid more attention to the content of a page after the initial indexing using the metatags. Primary optimisation is the delicate balance made between optimising a website, and in particular individual web pages, and spamming where the search engines will drop web pages for packing keywords into a web page. You have to know the numeric sequences that the search engines are using in order to get your sums right or run the danger of being put into Google's supplemental index. We know of examples where search engine optimisation companies have copied and pasted metatags that we have used to get the number one positions on Google only to find that Google has demoted them into its supplemental index. These SEO experts aren't experts at all and really have no idea how the search engine algorithms really work.

  • Networked content should only be used when providing mercurial content or you run the risk of being blacklisted by the search engines. The best way to network content between websites and web pages is to use Omni-Links because the relevant links will be delivered to the web page based on whatever someone has typed into the search engine. It is a guaranteed way of delivering a mass of information to one page from one search phrase. Most website designers make the mistake of networking content by using duplicate text across a whole range of pages. Google in particular is good at recognising duplicate content especially when search engine optimisers are being lazy and simply creating doorway pages to generate traffic. You want people to visit your website and you want them to be able to access all pages and networking content is the way to do it, but only if it is done correctly.

  • Reverse optimisation is essential for those really competitive search terms. This is really something you should not try at home. If you had a 100 page website selling golf equipment, the search engines might have 100 pages indexed for golf equipment, 30 pages indexed about golf clubs, 20 pages about improving your swing, 10 about golf bags, 5 about putters, and 10 about Tiger Woods and so on. Now you might say that is 175 pages - which is correct. Reverse optimisation is about attracting traffic from people surfing the internet using search terms that may be related to your core business. In this case it may be that you are trying to attract visitors looking to improve their swing or interested in Tiger Woods who may be interested in also buying golf equipment. Get the balance wrong, and you could find that your website becomes more about improving your golf swing and Tiger Woods and not about your core business. So your traffic levels may rise but your sales actually go down. It is important to attract related traffic but it is also very easy to upset the balance if you don't know the SEO sequences. Start adding related content and you could see your website drop in the rankings for your more important search terms. This happens all too often and we receive numerous enquiries from website owners who don't understand why their website has dropped. If you read a book, you start at the beginning and read every page through to the end. Once a search engine has indexed a site, it should be able to read the content at the same time. So when someone does a search, the search engine scans all the pages it has indexed at once, decides how relevant the website is and which pages are most relevant to the search and ranks them accordingly. If you have a large website with lots of content, you may be surprised to discover that your website is actually not about what you actually do. So reverse optimisation is the most important of all the search engine optimisation practices, the least understood, and is why most search engine optimisers cock up the SEO for their clients.
  • Semi-static pages and data are essential for websites with generic databases. Your database, if you have one, is one of the most important aspects of search engine optimisation. So you won't be surprised when I tell you that most databases are totally useless as far as the search engines are concerned. This is all about cheap website design and corner and cost cutting. Most websites are built with one-size-fits-all generic databases. A website designer will simply use a database that they have used a hundred times that functions comparatively well as a searchable database but is pure gobbledygook as far as the search engines are concerned. I'll say it again: there are no shortcuts where SEO is concerned and if you have a database that carries masses of content then it is a false economy not to have a proper SEO database custom built. Where this is not financially possible, then a short term solution is to build optimised pages and semi-static pages that carry data drawn from the database.

  • SEO databases are an important part of any website that is carrying high levels of content on a searchable database. An SEO database has to be custom built from scratch and deliver meaningful information to the search engines. This is something David and I spent a lot of time researching and refining and using the database to generate new optimised web pages each time someone does a search in order to ensure the website continues to grow organically.

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Advice about search engine optimisation from a top internet company providing SEO tips on search engine optimisation techniques

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