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04.20.10 Testing Your SEO With The Google Report Card  By
David Harry How a search engine does self analysis. A while back Google did a self analysis from an SEO perspective and Matt (Cutts) even did a session on it during a recent SMX session, (video at the end). I thought it might be an interesting excercise to actually go through it, point by point, to see what exactly they were considering important elements. It bears noting that they obviously aren't giving away the farm here, nor is this a Google how-to for SEO. At the end of the day, much of this is second nature to search geeks... but there were a few interesting tidbits. It does make for some interesting reading and I felt it was worth noting... Enjoy! Search Result Presentation Title tag format and length With this one, a known area of importance to SEO, they mention is being valuable to users (of course) as well as search engines. From a Geek point of view, I haven't seen a lot of papers/patents on using and weighting the html TITLE element. At least not specifically. The eventual TITLE format they advised has (approx) 60 chars as "search engines may give less weight to words after a certain point" and is formatted; <TITLE> Product Name: Product keywords</TITLE> This was over the product title alone and one with a non-descriptive tag line appended as well. They also stated that it should contain, "information like what the product does, who it targets, or what its main features are.". Take Away; • Keep TITLE under 60 chars • Speak to the Focus of the page • Use Product/Service name where applicable • Say what it does, who it targets or main features • Value the real estate • Do your KW research • Use semi-colon separators?  Description meta tag use Next up is the meta-d. Over the last while conventional wisdom says that they are more a function of click through rate than as a ranking signal. Even in the document they state; "description meta tags don't count in Google's ranking". Good enough for me as it's a noisy signal that is too easily abused. Continue reading this article. About the Author: David Harry is the President of Reliable SEO and has been building and marketing websites since 1998. He can be found writing about search and internet marketing on the Fire Horse Trail and is the author of the SEO Handbook series. http://www.reliable-seo.com http://www.huomah.com http://www.the-seo-handbook |
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