eCommerce 3.0 – How to Structure Your Basic Ecommerce Store and Make it Work

The face of eCommerce is slowly changing as more and more people look to the internet not only for information but for physical goods as well. The convenience of being able to shop from the comforts of your own home or wherever you are is luring more and more consumers to buying online. Here are a few pointers Ezra Firestone shares about setting up an eCommerce store that works.

According to Ezra, in an interview by James Schramko, Ezra stated that,

“… one of the big things about eCommerce- what I call eCommerce 3.0 – what’s changing about eCommerce right now is the day and age of the store, of the faceless eCommerce store is dying. The eCommerce that just puts up products and list manufacture descriptions is dying. What’s working now is adding value to your market, writing your product descriptions, ordering your products that are selling best and shooting videos about them, creating buyer’s guides like keep bundling products together that people want, figuring out ways that you can serve your community and creating a face and a brand and owning the race course within your eCommerce store.”

A. Basic structure of an eCommerce store:

Home, section product detail (most important) blog/content, checkout, PPC landing pages, more info, social profiles

SEO structure

  • Home page – 3 main KWs + modifiers (descriptor words). Ex. modifiers = colors, type of material
  • Top 75+ modifiers = section keywords. Section has products under it
  • Next 500 keywords that can be productized = products
  • Google product listing ads are great for ecommerce
  • Remaining relevant KWs = blog posts
  • 700 words per sections – modifiers written in (unique sections + descriptions)
  • Weekly blogging = about product, other keywords, EdC, each post has deep link + picture
  • Obvious on page – reviews, social buttons, etc
  • Internal link structure
  • Don’t over optimize
  • Author of the store – find some way to create a relationship with your customers

SEO Title Tags for ecommerce stores

  • “Vintage Costume Jewelry”
  • Description: KW, Phone #, Sentence, Modifiers
  • Get rid of big link boxes in the footer

Every search has a unique set of channels

  • Users prefer to consume media in different formats (video, audio, text, etc.) The goal: occupy as all positions as much as possible
  • Channel to occupy
    • SEO, PPC, Comparison Engine, email, social media
    • Image for each product – make sure if you have ownership of images, watermark them
    • Video for each section pages + home page
    • PPC ads (image ads + text ads, retargeting etc.)
    • Amazon listing for all products
    • Google search results: above the fold = ads, shopping, 1 or 2 organic results
    • Blog/ed content

B. Three Things to Track

  • Goal Flow: Product Page – Shopping Cart – CheckOut Page – Product Sale
  • Events: Product Options – Messages – Button Clicks, Errors (most important)
  • Site Search: monitor how the big stores like Amazon do it

C. Check Your Pages for These Items

  • Header : Search, Contact, Security, More Info, Cart, Chat/Live Help, Opt in, Offer (ex. Zappos header)
  • Favicon, Social links, Video, FAQ, Video Customer Service
  • Testimonials (random display), Bestsellers
  • Footer: Trust Seal, Search, Opt in

    • Homepage : Main rotator or slider with 3 images, tabbed featured products

  • Section Page: Items on sale – show percentage saved, Images open in lightbox for quick viewing, Featured item or deal should be on top of the page
  • Product Pages: Get rid of left navigation, Tabs on the left, Display social buttons above the fold, Cross sell recommended items, Guarantee, Trust, Shipping, Videos, Multiple Images, Recently Viewed, Put features/benefits under Add to Cart
  • Checkout Page 1: Make it look as nice as the Product Page, Shipping Calculator, Proceed button at top and bottom, Image, Product, Guarantees
  • Checkout Page 2: Multiple Payment Options

D. Boost Your Conversions With the Following:

  • Create FAQ on Shipping
  • Follow-up script on cart abandonments by email. Offer a discount
  • Use in-page analytics to optimize Section pages. Put products clicked the most on top of the page
  • Thank you video
  • Post purchase survey
  • Follow up with review request

If you are currently running an eCommerce website you can use the information above to evaluate how your site is doing. If you are planning to put up one for the first time, use them as your guide to jumpstart your business in the right direction.

21 Steps Sales Letter – A Sales Presentation Formula by Perry Belcher

Perry Belcher is a well-known Internet marketing speaker, author of several books, and a recognized sales guru. He was a guest speaker in the Traffic and Conversion Summit held earlier this year where he shared his famous 21 Steps Sales Letter originally based on David Frey’s 12-step foolproof sales letter formula. Below is the list of secrets shared during the conference. Perry recommends that these steps be followed in sequence because sequence is critical.

According to Perry, “poor copy in sequence is better than good copy out of sequence”.

The 21 Steps Sales Letter Formula:

1. Call out to your audience

Address your audience (Attention: insert your audience here) at the top of your sales letter.

2. Get their attention

Grab the attention of your reader with a big promise headline. (example: Everything You’ve Learned About ____ is a Lie!)

3. Backup the big promise headline with a quick explanation (sub-headline).

Support the headline to give it believability. Write out 100 or more headlines and trim it down to your best 5. (example: How To + insert benefit here)

4. Identify the problem.

Identify the audience (who they are, how they feel) or tell a story about a problem, a struggle, or a challenge.

5. Provide the solution

Reveal a solution to their problem and prove that this solution is the best option out there.

6. Show pain of and cost of development

Let your audience know the pain and cost you and others went through to develop the solution to the problem. Establish empathy and affinity with your audience.

7. Explain ease-of-use

Let them know how easy the solution is to use.

8. Show speed to results

Give them an idea how fast it is to achieve results.

9. Futurecast

Explain how their life will improve or be better because of your solution.

10. Show your credentials

Establish your credibility and demonstrate your expertise.

11. Detail the benefits

Use bullet points to enumerate benefits. Tip: Describe the feature, then use the words “…so that” to describe and emphasize the benefit.

12. Get social proof

Use outside authority or third party validation (example: research statistics, quotes from credible or authoritative sources, etc.)

13. Make your offer

Tell them exactly what they are getting.

14. Add bonuses

Bonuses need not be relevant to the offer. People only need to want them.

15. Build up your value

Build up the value of your offer. Tell them how much everything is worth.

16. Reveal your price (pop by button)

Add prices together to calculate value, then reveal price that’s much cheaper. Explain why the price is what it is and why it is such a great value.

17. Inject scarcity (if any)

Offers that don’t have scarcity don’t sell as well, but it needs to be genuine or you’ll destroy your business. (example: change the price, limited time, take away a bonus, etc.)

18. Give guarantee

Remove, eliminate, reverse, take out perceived risks. Longer guarantee = less returns.

19. Call to action

The call to action is a command. Be specific and tell them exactly what to do. Use visuals, screenshots, and other tools to guide them to do the next steps until completed.

20. Give a warning

Warn them against the consequence or what’s going to happen if they don’t buy.

21. Close with a reminder

Recap the whole offer and remind them what they are getting. Summarize the problem, the solution, the offer, the guarantee, and the benefits and consequences they will be experiencing.

If you’re stumped as to how to begin writing your own sales letter, try these simple steps, apply them, and give them a try. It’s a great way to jumpstart your writing technique. If you do, let us know whatever the results are. We’d love to hear from you.

Tumblr-ing into WordPress – Say Hello to Yahoo-blr?

The recent acquisition of Tumblr by Yahoo has sent a wave of uncertainty especially for the large number of digital millennials who have called the site their home on the web. Tumblr — founded by high school dropout, David Karp, in 2007 – is one of the fastest growing media networks in the world and claims 108 million blogs that reach 44 million U.S. citizens and 134 million people globally, according to the New York Times. Among these users are netizens who are teens to the 20-somethings who perceive Yahoo as old and out of touch. Many have reacted to this news by migrating in the thousands to WordPress. Many WordPress theme designs have been inspired by Tumblr – does this mean that Tumblr fans will gravitate towards the familiar and won’t feel out of place in their new found home?

According to Matt Mullenweg,

The relationship between WordPress and Tumblr has always been pretty friendly: Tumblr’s own blog used to be on WP, WordPress.com supports Tumblr as a Publicize option alongside Twitter and Facebook, our Akismet team sends them daily emails of splogs on the service, and there’s healthy import and export traffic both ways. (Imports have actually spiked on the rumors even though it’s Sunday: normally we import 400-600 posts an hour from Tumblr, last hour it was over 72,000.)

Yahoo! chief Marissa Mayer, on the other hand, pledges not to screw things up:

“Per the agreement and our promise not to screw it up,” Yahoo says in its press release, “Tumblr will be independently operated as a separate business.”

“Tumblr is redefining creative expression online,” said Yahoo! CEO Marissa Mayer. “On many levels, Tumblr and Yahoo! couldn’t be more different, but, at the same time, they couldn’t be more complementary. Yahoo is the Internet’s original media network. Tumblr is the Internet’s fastest-growing media frenzy.

In its attempt to be young and relevant, will this “cool” move by Yahoo reverse the company’s slide? Can it successfully integrate its systems and culture on Tumblr without alienating its customers? What about its impact on WordPress? Is the exodus to WordPress simply a knee-jerk reaction or do you foresee a long-term effect?

What are your thoughts? Join the watercooler discussion.

Conversion Hacks: Increasing Click Rates

If you are running an ecommerce site, a money site, or a monetized website you need to understand Click Through Rate (CTR) and how to use it to your advantage. The click-through rate (CTR) is the number of unique clicks on links in an email message divided by the number of delivered email messages in a campaign.

The purpose of click-through rates is to capture customers’ initial response to websites, whether it be to buy a product, read an article, watch a music video, or search for a service.

According to Google,

“A high CTR is a good indication that users find your ads helpful and relevant. CTR also contributes to your keyword’s Quality Score which can affect your costs and ad position.”

Although generally, there is no ideal click through rate that can be used as a standard because there are several factors that come into play in every ad campaign that can affect its effectivity. The best thing you can do is to observe and experiment as to what works best for your business. Be a student of your market and study the behavior and responses of your target demographic to the ad campaigns you serve them.

How can you improve your CTR? Here are some strategies shared in the Traffic and Conversion Summit which you can try to improve your CTR stats:

Timing Your Email Deliveries

For email marketing, timing when the email is sent to the subscriber is very important. Some say that the best days are between Tuesdays and Thursdays. The best time to deliver your email may vary depending where you are from but you have to determine the: best time and the best days when you receive the highest results. Short mails usually result in higher CTRs. Tip: Weekends are great for low-dollar and lead-gen offers.

Link Placement

Another important factor to consider is where the link is placed. Strategically, links can be placed in the: intro of the email (1st paragraph), the body (middle), and the close/p.s. sections. Visibility is key. Place ads as close to your most important content as possible. Try to keep your page clean and avoid cluttering it with blinking ads that could lead to banner or ad blindness.

Image Placement

Image placement is also an important factor to increasing your CTR. Make sure that images are clickable. Images of videos are more likely to get clicked. A screenshot of a video with play button works best for video sales letters.

Don’t be afraid to redesign, change or replace an ad or a strategy if it is not working well. Monitoring your statistics and close observation of consumer behavior towards your marketing campaign will give you the clues you need on how to improve your Click Through Rate as you go along.

Tasty Food and Restaurant WordPress Themes to try this 2013

Mobile devices have changed the way people access the internet. More and more people use it to search for information relevant to their locations. As a result, mobile internet and mobile computing have helped boost local businesses that have an online presence. If your local business isn’t online yet, you need to be. Here are some delicious food and restaurant WordPress themes to help drum up some noise for your business:

Bistro Responsive Foodie App Theme

Bistro Premium WordPress Theme is a responsive theme that includes a great booking app system to help you monitor & manage customer bookings and reservations. It also features: a specials, promotions and event management system, a calendar system, photo galleries, google maps integration with driving directions, countless custom widgets, and is also translation ready.

Eatery – Responsive Restaurant WordPress Theme

Eatery Premium WordPress Theme is a responsive restaurant/cafe theme that includes: a flexible full menu system easily customizable using custom posts, a built-in 24hr-enabled reservations form template, shortcodes options for elegant text styling, image galleries & slideshows, numerous color theme options with 5 preset color styles to start with, and global currency support.

Elegantia – Restaurant and Cafe WordPress Theme

Elegantia is a rich and luxurious-looking premium WordPress theme for restaurants & cafes. It has many features specifically designed for a restaurant business like: ajax-based Reservation template, Food Menu Module, Events Module, sortable Gallery module, ajax based and Google maps-enabled Contact module, and an impressive Homepage with full width slider and services information.

Coffee Shop – Responsive WP Theme for Restaurant

Coffee Shop is an easy to install premium responsive WP template for cafes and bistros. This dark styled responsive theme is feature packed. It includes: custom post types and templates for menu, events, staff, it is fully localized, has numerous color options, custom widgets, and includes 5 layered PSD files for further customization.

Delicieux Restaurant WordPress Theme

Delicieux Premium WordPress Theme is a visually appetizing theme perfect for restaurants. It comes with a Drag and Drop Page Builder feature for managing different page elements in the theme. It features a menu system, a google maps enabled contact page, a widgetized footer with 6 layouts, a blog page with 8 layout options, and advanced theme options panel for creating custom theme changes like background image changes, sliders, and shortcodes management.

Matt Cutts on Upcoming Penguin and Panda Updates for 2013

We’ve been writing a lot about Google Panda and how it penalizes websites that are basically content farms – sites that contain low quality, thin, duplicate content that have no added value to users. A follow up to the Google Panda algorithm is the Penguin update which rolled out in February 2012. What’s Penguin all about?

Penguin is an over-optimization penalty targeting websites that practice keyword stuffing, web spam, reverse cloaking, backlinks, and unnatural inbound links coming from paid or sponsored text links (using exact anchor text), comment spam, and syndicated article marketing link tactics. Google has changed the way they have been evaluating links and as a result, sites that were guilty of over-optimization got slapped. This means that you might experience a drop in your search engine rank and a drop in traffic sent by Google to your website.

There are 2 types of penalties that can happen to you:

If you experience small drops in your traffic or ranking, this equates to links being discounted. You can:

  • identify and check your link profile using your Google Webmaster’s account.
  • check, identify, and clean up bad links: blog links, forum links, article links, paid links, partner links, scraper links, natural links, unnatural links and every other type of link that your site may have and fix keyword stuffing if applicable
  • build new links or get more high quality and relevant links using related yet varied anchor text
  • build new high quality links with the same anchor text you were penalized for
  • purge your site of suspected low quality links
  • review advertisement placement or affiliate/sponsored/purchased links

If you experience big drops in your traffic or ranking, this equates to penalties and often manual action. You can:

  • Remove the site-wide low quality links. Check your anchor text variation (most have the same keyword 50% of the time).
  • If you’ve received and unnatural link warning from Google, use the link disavow tool to aid you in the removal of any offending links
  • Make a reconsideration request admitting the offense or violation, describing the steps taken to correct or fix the problem, and promising not to repeat the violation again.
  • Provide Feedback if you think your site should not be affected.

Matt Cutts, Google’s Distinguished Engineer and head of spam, recently hinted during the SMX West (Search Marketing Expo) 2013 Conference that Google Penguin and Panda updates can be expected within 2013. He revealed that his search quality team was working on a major Penguin algorithm update that will be one of the more talked about and more significant algorithm updates this year while a Panda update was set to be released around March 18th. Cutts also reveals that the Panda algorithm will be deployed and more and more integrated into their regular algorithm updates (Panda Everflux). According to Matt Cutts, content and user experience are his recommended top priorities. Knowing all these, SEO professionals, webmasters, and website owners, need to be prepared for the next roller coaster ride of rankings and ratings their websites will go through. Meanwhile, you can follow the steps enumerated above or look up our previous article on how to Panda proof your website.

Panda Proofing Your Website

If your website has been hit by Panda and like most, you’ve began making improvements and implementing changes to your website immediately after, you might not be able to see the effects right away. It might take a while but it is possible to reverse the fall and recover from Panda.

Eric Lancheres, SEO Guru and sought after speaker, shared, in the recently held Traffic and Conversion Summit 2013, a few tips and tricks on how to Panda Proof your website.

Here are some of them:

  • Include Date Posted and Last Updated when posting articles/content.
  • Have pictures cut right at the fold. Try to tweak landing page pictures at the fold.
  • Plant 2-3 comments to get the ball rolling. Encourage comments from users.
  • Add social media buttons and ask friends to add comments votes and likes.
  • Manually add relevant or recent articles in the sidebars.
  • Improve bounce rate by using Pagination + Table of Contents. More pages lead to more pageviews. Easy to read pages encourage user engagement and interactivity which translates to spending more time on your website. More activity and more action from users translates into high quality perception for Google.
  • Increase visitor engagement by interlinking your articles. A good example of proper internal links execution is Wikipedia.
  • An intuitive dynamic navigation is key to having a high quality score. If supplementary content is not available, you CANNOT have a high quality ranking Sidebar navigation is your supplementary content.
  • Speed improves everything. Site load under 4 seconds load time is acceptable. Server load speed will increase all your metrics by about 1%-5%. Check your page load speed. If it too slow, you need to start optimizing your site. Try resizing your images, or, if necessary, consider moving to a better server.

Implementing all these changes plus improving the quality of your content will help you recover whatever lost ground your website experienced because of Panda. Of course, there will always be a lag in seeing the results of these changes between the time you implement them and the next Google update. Panda is here to stay so you need to work on improving your site including your business model. Keep working at it. Eventually, your traffic will improve, visitors will have a better experience on your website, and you should be able to earn more money than when you started.

The Panda Algorithm and Your Website


Kicked, slapped, penalized, pooped on – who would have thought that something as gentle as a panda could be so violent. In truth, Google Panda, the much dreaded update was actually named after one of Google’s engineers, Navneet Panda, the man who developed the technology behind the algorithm that has put everyone – SEO professionals, webmasters, and website owners alike, on their toes.

One Search Engine to Rule Them All

Many SEO people get flustered and panicky and a lot of them shake in their boots whenever a Google update looms on the horizon. That’s how much Google affects SEO professionals and webmasters. But believe it or not, there was a time when Google was just one of the many search engine players out there. How many of you remember Lycos, AltaVista, Ask Jeeves, or MSN Search? Some of the older ones that you may be familiar with have already become inactive but a few others are still very much around like Baidu, Yandex, AOL Search, and the rebranded Yahoo! Search powered by Bing, the product of a deal between Yahoo and Microsoft. Check out this timeline on Wikipedia to see the rest of the search engines.

It was around 2000 when Google’s search engine rose to the top of the heap with its efficient, relevant, and lightning speed search results largely due to its patented algorithm called Pagerank. This iterative algorithm ranks web pages based on the number and PageRank of other web sites and pages that link there, on the premise that good or desirable pages are linked to more than others. Today, Google Search is the most used search engine indexing billions of pages and processing several billion queries each day leading the core search market in January 2013, according to Comscore, with a 67% market share. No wonder SEOs tremble. Of course, you could try other browsers like Bing and join the SEO Wars watercooler discussion between Google and Bing and add your two cents worth.

The Goal of Search

Larry Page, co-founder and Google CEO, once described the “perfect search engine” as something that “understands exactly what you mean and gives you back exactly what you want.” “…our goal is to make it as easy as possible for you to find the information you need and get the things you need to do done.”

The relevance of the search results that a search engine returns dictates how useful it is to its users. Google Web Search, one of the many Google products and not to be mistaken with Google, Inc., a web search engine or a software code designed to search for information on the Internet has proven to be the most relevant search engine out there. By web crawling, indexing, searching, and returning authoritative results as seen in Search Engine Result Pages or SERPs, it has risen to the top of its game. Google crawls through millions of web pages for a particular word or phrase queried to provide the most relevant or popular results first and in what order or ranking the results should be shown in the SERPs. Of course, the most coveted spot is the top result on the first page. It’s the goal of every website owner. That’s also the reason why SEO exists.

The Business of Search

Businesses and even individuals invest heavily in SEO just to improve their rankings hoping to land in the first few pages of Google’s Search Engine Results Page. Black hat, grey hat, white hat – you name it – it’s all been tried in the quest for that number one spot on Google. Why do people want to top Google’s SERP? Studies show that users spend more time on the number one website imputing a level of authority and credibility to it, knowingly or unknowingly. This translates into higher click thru rate which translates into higher traffic, which further translates into higher income potential, especially if you are an eCommerce website. There is money in search thus the need for SEO in business. Enter the SEO professional.

The Race to the Top – Gaming the System

The race to the top of Google’s results page has become critical to many businesses to the extent that many have resorted to tactics and tricks to game Google’s search algorithm. There are many highly reputable SEO firms that follow Google’s best practices for Search Engine Optimization. Unfortunately, there have been a lot and there still are many who abuse the system to try to get ahead of the rest. Whatever color you want to call these techniques used to manipulate the search engine results, redirect users to false links or shortchange users on real content, the results are definitely short term and the risk of being penalized hangs like a guillotine waiting to drop on your head.

Google’s Response

Google Panda rolled out in February 2011 cracking down on: websites with thin, duplicate content, spammy sites, sites with excessive linking, parked pages filled with ads or keywords and no real content, content farms, and sites, generally in violation of Google’s Best Practices guidelines. Consequently, a lot of websites plunged from their top positions and even after two years since the update, several of them have yet to recover. These sites that got hit suffered loss of traffic, loss of income, and a whole lot more. Legitimate sites also suffered a lot of collateral damage much like those who got hit by Hurricane Sandy. The latest Panda update to hit happened in January 2013.
Embracing the Mighty Panda?

Obviously, these changes have shaken what is shakeable in order for the unshakeable to remain. As more and more people are bringing their businesses online, this means more websites will be created and the virtual highway will definitely be clogged with cyber traffic sooner than we think. The mobile web is already bursting at the seams with billions of people accessing the web through their handheld devices.The question is, is your site ready for all that traffic? will they find you or have you been stricken off the radar already? Out of sight and out of mind.

Google’s mission is to organize the world’s information and make it universally accessible and useful.

Although it is not the only search engine out there, Google currently dominates the search engine market. As a company, its goals, objectives, and activities will always be in pursuit and in line with their corporate mission. Knowing this, their updates to improve and innovate their products and services will always be part of the landscape and shouldn’t surprise anyone anymore. A Panda, a Penguin, a Poodle, or any update using any name is to be expected. The algorithms and the parameters may change but the push towards fulfilling their corporate vision remains. Who says you have to live up to Google’s standards? You don’t actually have to. There ARE other search engines out there. If, however, you decide to stay, then the best thing that you can probably do for your website is to “think like Google” to know and anticipate what Google wants.

How to Think Like Google

The answer is not a secret and it is actually quite easy to find. Google lists ten things that they believe in as a company. You may or may not agree with all of them and your methodologies and policies may differ from theirs. But, you can probably focus on three major areas you have in common in which, whether you like or not, Google affects and has a “say” in. These areas include:

  • The content on your website
  • The internal linking structure of your site.
  • The “user experience” on your site.

Creating a high-quality site that complies with the best web practices guidelines will benefit your website and more importantly, your users, in the long-term. As Google integrates more evaluations by real live users into their iterations, actual user experience will bear much weight as your website is evaluated. Users who enjoy your content and the overall experience of interacting with your website are your best weapons to help spread the word about you and help you rise to that most coveted top spot of Google’s search engine results page.

Pandas and Penguins – SEOlogy According to Google

You either love them or hate them. Who would have thought that these cute and cuddly creatures would be the object of so much debate and controversy and even dread in the land of SEO. Because of Google’s recent and ongoing algorithm updates, it has given the gentle panda and the prim penguin new personas. These powerful updates have sent SEO heads spinning and scrambling to regain lost rankings, search engine visibility, web traffic and revenue. But what’s the buzz really all about? Let’s go back to the source.

The Goal and Philosophy Behind the Panda / Penguin Updates

According to Google,

Our goal is simple: to give people the most relevant answers to their queries as quickly as possible. This requires constant tuning of our algorithms, as new content—both good and bad—comes online all the time.

We can’t make a major improvement without affecting rankings for many sites. It has to be that some sites will go up and some will go down. Google depends on the high-quality content created by wonderful websites around the world, and we do have a responsibility to encourage a healthy web ecosystem. Therefore, it is important for high-quality sites to be rewarded, and that’s exactly what this change does.

The goal of many of our ranking changes is to help searchers find sites that provide a great user experience and fulfill their information needs. We also want the “good guys” making great sites for users, not just algorithms, to see their effort rewarded. To that end we’ve launched Panda changes that successfully returned higher-quality sites in search results. And earlier this year we launched a page layout algorithm that reduces rankings for sites that don’t make much content available “above the fold.”

What animal is that?

The Panda Update – It’s all about your content

This update is designed to reduce rankings for low-quality sites—sites which are low-value add for users, copy content from other websites or sites that are just not very useful. At the same time, it will provide better rankings for high-quality sites—sites with original content and information such as research, in-depth reports, thoughtful analysis and so on. (Note: Panda Update 24 – Jan 2013)

The Penguin Update – It’s all about your credibility

This update is an important algorithm change targeted at webspam. The change will decrease rankings for sites that we believe are violating Google’s existing quality guidelines. (Note: Penguin Update 3 – Oct 2012)

What should you avoid?

  • Unnatural links – spammy links
  • Using techniques outside of Google’s Webmaster Guidelines
  • Thin, duplicate content
  • Overuse and abuse of keywords (keyword density)
  • Spelling, stylistic, or factual errors
  • Sloppy, overspun, unhelpful, poor quality or nonsensical content
  • Dubious link building and black hat SEO strategies
  • Over optimization of content, internal links, backlinks, and anchor texts

What’s the Penalty? the Reward?

Of course nothing escapes the eyes of big brother, Google, and people who have been gaming the system have been severely hit. On the other hand, legitimate quality sites and small businesses have not been spared either.

It only takes a few poor quality, or duplicate content, pages to hold down traffic on an otherwise solid site. Google recommends either removing those pages, blocking them from being indexed by Google, or re-writing them.

However, Matt Cutts, Distinguished Engineer (that’s the head of the Webspam team for Google, warns that re-writing duplicate content so that it is original may not be enough to recover from Panda — the re-writes must be of sufficient high quality. High quality content brings “additional value” to the web. Content that is general, non-specific, and not substantially different from what is already out there should not be expected to rank well: “Those other sites are not bringing additional value. While they’re not duplicates they bring nothing new to the table.”

Theoretically, these updates reward well-designed and carefully thought of websites that provide an optimal user experience with high rankings. Failing to follow Google’s Webmaster Guidelines and best practices for content creation, site design, and link development will definitely affect a site’s ranking and SEO chances. Conventional SEO tactics will no longer cut it. Efforts should be directed towards using clean Code, publishing quality Content, and establishing site Credibility instead of black hat or grey hat techniques. The marriage of white hat search engine optimization techniques, exceptional web design, coupled with effective marketing practices won’t hurt any company wanting to be on Google’s good side. But more Google updates are still anticipated so the results remains to be seen.

More on this next week.