Over the last weeks, I’ve assembled some new perspectives on how to have Google avoid your site. I had the chance to analyze webmaster errors when building up a site structure. Instead of giving even more tips on how to optimize a site for Google (and you might know them all if you’ve been reading along), here are some real-web bits of how to make sure search-engines won’t keep knocking on your door:
Create the navigation as DHTML. Not by hiding layers dynamically, but by writing them dynamically. This means there won’t be any navigation at all when you turn off JavaScript. And of course, that’s just what Google does. Do not create a static sitemap as work-around. Google just might find all the pages.
Titles are important. Every title should contain the company name. And nothing else. Don’t confuse your visitors by describing the topic found on the page! There’s enough for them to read anyway. And after all, people will mainly use your company name to search for things! And once they arrived on your site, they won’t ever need to find you again, as they’ll surely add a bookmark. Word-of-mouth handles the rest.
Do not link to other sites. People don’t like to find more relevant pages. They’re completely satisfied by what you have to offer! Democratic nature of the web? Techno-babble.
Log-file analysis is important. But keeping the log-file small is also important. If you don’t decide to turn logging off completely visitors can send you an email, right? Important feedback will get through to you manually at least turn off the referrer in the log. Knowing where your visitors came from is just plain old-fashioned. You’re not a cyber-spy like all the rest. Privacy rules.
Do not use Google AdWords to show your site in Google search results. After all, that just might destroy all other efforts to keep out Google and lock the front-door! Instead, offer the advertising space for your keywords to others. Let them spend all the money and see how far they get. You got the best product to offer already, and that should be enough!
One word: forwarding. Auto-forwarding. JavaScript or Meta-refresh-based. What more to say: it’s the killer skill to show, because Google will now display “Temporarily Moved” and other interesting warning signs for all of your indexed pages. People who deserve to buy your product have to prove they’re worthy.
Text-in-graphics or text-in-Flash without redundant descriptions or alternative texts. Inaccessibility is they key Google is blind, and that’s not your fault. This is especially useful if you want to avoid accidentally covering a keyword range you didn’t plan on. Keeps the visitors further away!
Be brief. People don’t like to read long texts. One paragraph per page should be enough. Try to avoid redundancy and don’t include important keywords more than once.
If you really have to use inline links (right where purists say they work best; in the actual content someone’s reading), use the “click here” keyword-combo. We all know microcontent, page-scanning behavior, and usability in general is nothing but gray theory.
Frames are so nineties, the purist crowd cries out. We know better. Beginners only make sure to delete the noframes for optimized file-sizes. But a real anti-search-engine expert will put the whole navigation into that navigation frame. This is an amazingly useful tool when it comes to creating pages that don’t show any navigation when innocent people happen to stumble upon them.
What you are left with might not be the complete silence you expected. You might still need some servers to handle the traffic. (After all, you may have an incredible big brand.) But now you can be perfectly sure whoever arrived at your site got there on purpose. Possibly, by typing in the whole URL manually. Still if you really want to relax, there’s only three things a real master-mind can do:
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