Rules to Better Google Rankings

googlelogo_color_272x92dp.png​​Google is, by a country mile, the most popular search engine in the world. It's popular because it seems to rank pages so accurately and quickly, time and time again. The secret to its success is its top secret Page Rank Algorithm. Google developed its page ranking system in an effort to increase the quality of search results and has left all of its competitors for dead. As a result, search engine optimization (SEO) gurus are always looking to find new ways to increase their Google rankings. As we all know, a website is a pretty nifty thing to have for a myriad of different reasons. But the truth is that its worth is derived from the people that surf it, and if no one is surfing it, then it becomes useless. So who's the biggest website referrer? The answer is Google in almost every case.

So what's your position for Google rankings? Our SEO consultants have brought together some common strategies to influence your Google rankings and improve your websites Google Friendliness. You can improve your placement by following this expert guide we have collaborated together, which will result in the promotion of your website. There is a plethora of information out there and we've brought it all together to show you some common strategies to influence your Google rankings and improve your website's "Google Friendliness".​

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  1. Do you know how Google ranks pages?

    What makes Google so successful? The answer to that is Google's Page Rank Algorithm. You can read about the early days of the page rank algorithm here: The Anatomy of a Large-Scale Hypertextual Web Search Engine.

    The actual Page Rank algorithm looks like this: PR(U) = (1-d) + d * sumV(PR(V)/N(V)). Here PR = Page Rank, U is the page we're looking at, d is a constant damping factor and V is a page that links to our page.
    The basic premise that comes from this algorithm is:

    When I link to your page, I'm casting a vote that your page is good and the more links (votes) that are received the better the page is.​

    ​​This statement alone sent shockwaves through the webmaster community and sent many webmasters on an endless quest for links. All pages begin with an equal page rank, which is then moved around based on the internal and external links to and from that page.

    It's important not to forget that Page Rank is not the only factor involved in a search. Essentially Google completes the following steps when you perform a search:
    1. Finds all pages matching the keywords of the search
    2. Rank accordingly using "on the page" factors (proximity between words, frequency, repetition etc.)
    3. Calculate the relevancy of inbound anchor text
    4. Uses the page rank to decide what order to display the results in
    So looking for people to link to your site will only become important if you've got the first three discriminating factors nailed.
  2. Do you know if Google has indexed your page?

    First things first. Check if your web page has been indexed by Google. Don't be surprised if Google is already one step ahead of you - its Google bots could have already crawled your site without you knowing. So what's the best way to find out if Google has indexed your web page? Just search for its exact link.

    If you can't find it, go to Google's Search Console and submit your URL. 

    Figure: Sending a​​ website to Google

    Note: Internal pages should be crawled automatically, so you only need to inform the root of the site.


    If your website is built on WordPress, make sure you have unselected the "Discourage search engines from indexing this site" option. This can be found under Reading Settings:

    Figure: WordPress has an out-of-the-box functionality to discourage search engines to show the site
  3. Do you know PageRank is no longer relevant?

    A few years ago, PageRank was the best way to track the relevance of a website. However, in 2009, Google had removed PageRank from its Webmaster Tools, saying:

    "We've been telling people for a long time that they shouldn't focus on PageRank so much. Many site owners seem to think it's the most important metric for them to track, which is simply not true."

    Another fact confirming this is that PageRank indicator was never available in Google's own Chrome browser - launched in 2008.

    The visible page rank is now updated very infrequently. The last known update was in November 2013. In October 2014, Matt Cutts announced that another visible PageRank update would not be coming.

    Note: Even though "Toolbar" PageRank is less important for SEO purposes, the existence of back-links from more popular websites continues to push a web page higher up in search rankings.​

  4. Do you know the best ways to generate traffic to your website?

    Creating more pages with links to the others is a good way to generate traffic to your website. It follows the rule that having more pages is better than having excessively long pages. For the pages you create, here are some methods to increase their Google performance:

    • Writing Blogs about it
    • Recording videos to be embedded
    • Sharing in social medias, like Twitter, Facebook, and LinkedIn
    • Getting other websites to link to your page​

  5. Do you add attributes to your image HTML?

    What do you do when you want images to link to your site? In the case of images, Google will look for the "alt" text and factor this into the search results. So when you ask someone else to link to your site with an image you should always add attributes like "alt" and "title" into the code. Here's an example. 

    Hold the cursor over the image below and see what happens.


    ​Figure: Bad example​ - No attributes to the image
    SSW Logo

          alt="SSW Logo" title="SSW Logo" />

    ​Figure: Good example - Search engines will index this text. Scroll over
  6. Do you know how to find inbound links to your pages?

    Who's linking to you is an important question for SEO strategies, and one that can be easily answered. To find out how many inbound links you have and where they're coming from, go to and type in "link:" then the URL of your page. Click this link and see who is linking to SSW .
  7. Do you include important keywords where it matters?

    As a general rule, you should try to get all the great keywords in the title, headings and first few paragraphs of your content.

    Our Rules to Better Google Rankings can be taken as an example . We thought about some keywords people would use if looking for some Google tips and tricks on how to increase your rankings. The words used for the URL were also chosen with Search Engine Optimization in mind. Here are a few more of my keywords we expect to be relevant in searches:

    • Increase Google Friendliness
    • Better/Increase Google Ranking
    • Search Engine Optimization (Note: In Australia we spell optimization with an "s" [optimisation] but most people searching online would use the American way of spelling it. So this have to be taken into consideration)
    SSW Rules pages are testimonies to the fact that keywords and content are the keys to better Google rankings. It is in Google's first results if you search for: better Google rank . It still ranks very well in other search engines.
  8. Do you make your "title", "h1", and "h2" tags descriptive?

    ​The </b>, <b><h1></b>, and <b><h2></b> tags need to be descriptive. They should briefly describe the purpose or content of the page. Have a look at the following two images. The first image is a bad example as the title bar and page heading are not very descriptive. The second image is a better example as title bar and page heading are more informative.​</p> </div><div class="rulesummarycontent"> <dl class="badImage"><dt> ​​​<img src='/_layouts/images/ImagePreviewHH.PNG' data-src="/PublishingImages/bad-title-headings.png" alt="bad-title-headings.png" /></dt><dd>Figure: Bad Example - non-descriptive title/headings​</dd></dl><dl class="goodImage"><dt> <img src='/_layouts/images/ImagePreviewHH.PNG' data-src="/PublishingImages/good-title-headings.png" alt="good-title-headings.png" /> </dt><dd>Figure: Good Example - descriptive title/headings​</dd></dl><p class="ssw15-rteElement-YellowBorderBox">We have a program called <a href="" target="_blank">SSW Code Auditor​</a> to check for this rule.</p><p class="ssw15-rteElement-YellowBorderBox">We have a program called <a href="" target="_blank">SSW Link Auditor​</a> to check for this rule.</p>​ </div><div class="rulesummarymorelinkHidden"> Read more about <a href="/make-title-h1-and-h2-tags-descriptive">Do you make your "title", "h1", and "h2" tags descriptive?</a> </div> </div> </div></li><li><h2> <a class="accordionHeader" href="/use-301-redirect-on-renamed-or-moved-pages">Do you use "301" code to redirect renamed or moved pages?</a> </h2><div class="section"> <div class="rulesummary RuleContent"> <div class="rulesummarycontenttop"> <p>Don't lose your Google juice when you rename a file. Do not use META refresh to redirect pages - "301" code is the most efficient and Search Engine Friendly method for webpage redirection. There are different ways to implement and it should preserve your search engine rankings for that particular page. If you have to change file names or move pages around, always use the code "301", which is interpreted as "moved permanently".​<br></p> </div><div class="rulesummarycontent"> <h3 class="ssw15-rteElement-H3">How to do a "301" redirect in .aspx<br></h3>Any time you move a page or just delete a page you should add a "301" redirect to a new page or a page for missing pages.<br> <ol><li>You can add a 301 redirect in code<p class="ssw15-rteElement-CodeArea"> <% Response.RedirectPermanent("NEW PAGE URL HERE") %></p>Although this works well it is difficult to manage the list of redirects and you need to keep the page around.</li><li> <span style="line-height:20px;"><b>You can write an HTTP handler</b><br></span><span style="line-height:20px;">This is better as you can choose where to store the redirect list, but you still need to manage a custom codebase.</span></li><li> <span style="line-height:20px;"><b>You can use rewrite maps in IIS URL Rewrite to add a number of redirects </b><br></span><span style="line-height:20px;">See Storing URL rewrite mappings in a separate file  for an explanation of how to use rewrite maps.</span></li></ol> <b>Note:</b> If you are using a source control, like TFS, lock the old file so no-one can edit it by mistake.<br><h3 class="ssw15-rteElement-H3">WordPress <br></h3><p class="ssw15-rteElement-P">WordPress automatically redirects posts when you change the URL (permalink). No further action is required.<br></p> </div><div class="rulesummarymorelinkHidden"> Read more about <a href="/use-301-redirect-on-renamed-or-moved-pages">Do you use "301" code to redirect renamed or moved pages?</a> </div> </div> </div></li><li><h2> <a class="accordionHeader" href="/use-juicy-words-in-your-urls">Do you use "juicy words" in your URLs?</a> </h2><div class="section"> <div class="rulesummary RuleContent"> <div class="rulesummarycontenttop"> <p>When you create a page URL remove all the filler words and just keep the main keywords. This way your URL's are more friendly. Also make sure your main keywords are relevant for searches </p> </div><div class="rulesummarycontent"> <p class="ssw15-rteElement-GreyBox">​</p><div><dd class="ssw15-rteElement-FigureBad">Figure: Bad example - The filler words remain</dd><div><p class="ssw15-rteElement-GreyBox"></p></div><div><dd class="ssw15-rteElement-FigureGood">Figure: Good example - The filler words removed and only Juicy words remain</dd>​</div></div> </div><div class="rulesummarymorelinkHidden"> Read more about <a href="/use-juicy-words-in-your-urls">Do you use "juicy words" in your URLs?</a> </div> </div> </div></li><li><h2> <a class="accordionHeader" href="/use-dashes-in-urls">Do you use dashes in your URLs?</a> </h2><div class="section"> <div class="rulesummary RuleContent"> <div class="rulesummarycontenttop"> <p><span style="color:#000000;font-family:verdana, sans-serif;font-size:12px;line-height:16.8px;">For maximum readability use dashes in your URLs. This also helps with Google crawling.</span></p> </div><div class="rulesummarycontent"> <p class="ssw15-rteElement-GreyBox"></p><div><dd class="ssw15-rteElement-FigureBad"> Figure: Bad example - No dashes in URL</dd> However, consistency is also important. If your site already has URLs in another format (E.g. the SSW site has used MixedCase URLs for many years), then it is OK to remain consistent.<span style="background-color:#ffffff;"><br></span><p class="ssw15-rteElement-GreyBox"></p></div><div><dd class="ssw15-rteElement-FigureNormal"> Figure: OK example - MixedCase (not recommended as​ this address will still work in all small caps, so other people might share it without the MixedCase)</dd><div><p class="ssw15-rteElement-GreyBox"></p></div><div><dd class="ssw15-rteElement-FigureGood">Figure: Good example - Dashes help with readability </dd></div> <div><p class="ssw15-rteElement-P"> <b>Note: </b>this is only for the pages within a website - it is not for the domain. Domains suck when they have "-" in them. <br></p></div></div> </div><div class="rulesummarymorelinkHidden"> Read more about <a href="/use-dashes-in-urls">Do you use dashes in your URLs?</a> </div> </div> </div></li><li><h2> <a class="accordionHeader" href="/make-your-data-driven-pages-easier-to-find">Do you make your data-driven pages easier to find?</a> </h2><div class="section"> <div class="rulesummary RuleContent"> <div class="rulesummarycontenttop"> <p>​​Google crawls data-driven websites. There are a few considerations when it comes to optimizing a data-driven website. The best way to get your database-driven website crawled by Google is to have an index of your dynamic pages so that the Google bots have a singular point of reference to your dynamic pages. It's a slow process, but it will be well worth it.</p><p></p> </div><div class="rulesummarycontent"> <p>​<span style="line-height:20.8px;">Take a look at how we tackle this issue. We have a knowledge base with hundreds of pages and we list them all here on our Knowledge Database index page. We know that Google has crawled them because it shows up on Google results. We applied a </span><a href="" style="line-height:20.8px;">sitemap</a><span style="line-height:20.8px;">.</span></p><dl class="image"><dt><img src='/_layouts/images/ImagePreviewHH.PNG' data-src="/PublishingImages/kbsearch.jpg" alt="kbsearch.jpg" /></dt><dd>Figure: It is hard for search engines to know which option from the drop down field they should go into. Here we add a link to our Knowledge Base Index</dd></dl><dl class="image"><dt><img src='/_layouts/images/ImagePreviewHH.PNG' data-src="/PublishingImages/KbIndex.jpg" alt="KbIndex.jpg" /></dt><dd>Figure: By default the dynamic pages behind this page would be invisible to Google. You need to provide a link that will make them visible to Google​​​​</dd></dl> </div><div class="rulesummarymorelinkHidden"> Read more about <a href="/make-your-data-driven-pages-easier-to-find">Do you make your data-driven pages easier to find?</a> </div> </div> </div></li><li><h2> <a class="accordionHeader" href="/give-the-written-text-in-an-image">Do you give the written text when you publish an image with text in it?</a> </h2><div class="section"> <div class="rulesummary RuleContent"> <div class="rulesummarycontenttop"> <p>This is one of the most common errors tech bloggers do. Most bloggers do not think (or remember) to add more than just the image of the error screen capture.</p><p>If you add the text of the error message it will help others when they search, and help their Google juice.​​​</p> </div><div class="rulesummarycontent"> <p>​​Let's look at 3 examples:​​</p><dl class="badImage"><dt><img src='/_layouts/images/ImagePreviewHH.PNG' data-src="/PublishingImages/BadExampleErrorMSG.jpg" alt="BadExampleErrorMSG.jpg" /></dt><dd>Figure: Bad Example - this image gives no context of the surrounding areas, and without the text as well you get no google love</dd></dl><dl class="image"><dt><img src='/_layouts/images/ImagePreviewHH.PNG' data-src="/PublishingImages/OKExampleForErrorMSG.jpg" alt="OKExampleForErrorMSG.jpg" /></dt><dd>Figure: OK Example - this image is great because it gives context by including the surrounding area, but you still need the text for SEO benefits</dd></dl><dl class="goodImage"><dt><img src='/_layouts/images/ImagePreviewHH.PNG' data-src="/PublishingImages/OKExampleForErrorMSG.jpg" alt="OKExampleForErrorMSG.jpg" /><p class="ssw15-rteElement-GreyBox"> Microsoft SharePoint Designer User-defined workflows have been disabled by the SharePoint Administrator. User-defined workflows will be unable to run. ​</p></dt><dd>Figure: Good example - if you add the image and this text above, you get full marks</dd></dl> </div><div class="rulesummarymorelinkHidden"> Read more about <a href="/give-the-written-text-in-an-image">Do you give the written text when you publish an image with text in it?</a> </div> </div> </div></li><li><h2> <a class="accordionHeader" href="/avoid-link-farms">Do you avoid the temptation of link farms?</a> </h2><div class="section"> <div class="rulesummary RuleContent"> <div class="rulesummarycontenttop"> <p>There are some SEO techniques that are quick and easy fixes, like being in a link farm. To join a link farm people pay to be part of a collection of web pages  where their sole purpose is to provide interconnecting links and harvest pages ranking amongst members. Many of these "get ranked quick" methods have some serious repercussions. If you are caught in a link farm or have hidden text in your pages, you'll eventually get caught and sentenced with the Google "death penalty". In some cases, entire domains were removed from the search engine indexes in order to prevent them from influencing search results. So after all is said and done a safe and sure way to increase your website's ranking is to provide useful information that other websites will want to link to. Google's concept of the Internet is that it should be filled with web pages  that have high-quality information and based on this ideal, it rewards high-quality content and penalizes crud.</p> </div><div class="rulesummarycontent"> <p><span style="color:#000000;font-family:verdana, sans-serif;font-size:12px;line-height:16.8px;">Many of these link farms and websites that subscribe to them have been identified and banned by Google so you should never be lured into the temptation of quick easy SEO solution. Employing dodgy optimization techniques is a gamble; you're gambling that the smart people over at Google aren't as smart as you.​</span></p> </div><div class="rulesummarymorelinkHidden"> Read more about <a href="/avoid-link-farms">Do you avoid the temptation of link farms?</a> </div> </div> </div></li><li><h2> <a class="accordionHeader" href="/avoid-using-frames-on-your-website">Do you avoid using frames on your website?</a> </h2><div class="section"> <div class="rulesummary RuleContent"> <div class="rulesummarycontenttop"> <p>Websites that use frames often don't get crawled by search engine spiders. The web was designed in such a way that every URL is supposed to correspond to a web ​page, and with framed websites this is not the case. We recommend that you avoid frames altogether.</p> </div><div class="rulesummarycontent"> <p>​<span style="line-height:20.8px;">Here is what Google says on <a href="">Frames</a>: </span> </p><p class="ssw15-rteElement-Reference">"Google supports frames and iframes to the extent that it can. Frames can cause problems for search engines because they don't correspond to the conceptual model of the web. In this model, one page displays only one URL. Pages that use frames or iframes display several URLs (one for each frame) within a single page. Google tries to associate framed content with the page containing the frames, but we don't guarantee that we will."<br></p> </div><div class="rulesummarymorelinkHidden"> Read more about <a href="/avoid-using-frames-on-your-website">Do you avoid using frames on your website?</a> </div> </div> </div></li><li><h2> <a class="accordionHeader" href="/avoid-content-in-javascript">Do you avoid having important content in JavaScript?</a> </h2><div class="section"> <div class="rulesummary RuleContent"> <div class="rulesummarycontenttop"> <p><span style="color:#000000;font-family:verdana, sans-serif;font-size:12px;line-height:16.8px;">Many websites use JavaScript for fancy menus, dropdowns or scroll overs. However, sometimes search engines can't read JavaScript in all of our pages. It's known that Google can index some content inside JavaScript, but the really important content should be placed in normal HTML so that you know it will be indexed. This keeps the code clean and helps search engines index pages.</span>​</p> </div><div class="rulesummarycontent"> </div> </div> </div></li><li><h2> <a class="accordionHeader" href="/submit-software-to-download-sites">Do you submit all your software to download sites?</a> </h2><div class="section"> <div class="rulesummary RuleContent"> <div class="rulesummarycontenttop"> As suggested a great way to increase your websites search engine rankings is to get inbound links towards your website. Being a software vendor we do this by submitting our products to freeware/shareware download sites like Shareware River and Tucows. So if you find a site that accepts software submissions make sure you submit your entire product range, not just one.​​<br> </div><div class="rulesummarycontent"> </div> </div> </div></li><li><h2> <a class="accordionHeader" href="/keep-webpages-under-101kb">Do you keep your webpages less than 101kb?</a> </h2><div class="section"> <div class="rulesummary RuleContent"> <div class="rulesummarycontenttop"> <p>In the past, Google crawl was limited to 100kb page size. These days, Google will index more than 101K of a page (actually Google will index up to 2.5MB of an HTML file), but there’s still a good reason to recommend keeping to under a hundred links or so: the User Experience. Remember the more small pages you have, more links you'll get.​​<br></p> </div><div class="rulesummarycontent"> <p class="ssw15-rteElement-YellowBorderBox">We have a program called <a href="" target="_blank">SSW Link Auditor​</a> to check for this rule.​<br></p><p>​<br></p> </div><div class="rulesummarymorelinkHidden"> Read more about <a href="/keep-webpages-under-101kb">Do you keep your webpages less than 101kb?</a> </div> </div> </div></li><li><h2> <a class="accordionHeader" href="/use-robots-txt-effectively">Do you use your Robots.txt file effectively?</a> </h2><div class="section"> <div class="rulesummary RuleContent"> <div class="rulesummarycontenttop"> <p>If you decide to you use the redirect ​method when linking to external pages from your site, it's a good idea to have a <a href="">robots.txt</a>  file in your root directory. In the robots.txt file, you specify that the robot (or spider as they're sometimes known) should not look in the redirects folder. This will avoid the problem that can sometimes occur, where a Google search will ​incorrectly display content from another site as if it was from your site. </p> </div><div class="rulesummarycontent"> <p>​​<span style="line-height:20.8px;">Also, this avoids incorrect hits on your redirects, mucking up your statistics which is one of the main reasons you would use redirects in the first place!​​​​​</span></p> </div><div class="rulesummarymorelinkHidden"> Read more about <a href="/use-robots-txt-effectively">Do you use your Robots.txt file effectively?</a> </div> </div> </div></li><li><h2> <a class="accordionHeader" href="/keep-files-under-the-google-file-size-limit">Do you keep your files under the Google file size limit?</a> </h2><div class="section"> <div class="rulesummary RuleContent"> <div class="rulesummarycontenttop"> <p>As per Google​ <a href="" target="_blank">Specifications</a>:</p><p class="ssw15-rteElement-Reference">A maximum file size may be enforced per crawler. Content which is after the maximum file size may be ignored. Google currently enforces a size limit of 500kb.</p> </div><div class="rulesummarycontent"> <p>Regarding other files:</p><ul><li>All files larger than 30MB will be completely ignored.</li><li>HTML, the search appliance indexes up to 2.5MB of the document, caches it, and discards the rest.</li><li>A non-HTML format, the search appliance:</li></ul><span style="line-height:1.6;"><ol><li><span style="line-height:1.6;">Downloads the non-HTML file.</span><br></li><li><span style="line-height:1.6;">Converts the non-HTML file to HTML.</span><br></li><li><span style="line-height:1.6;">If the converted content is less than 4,000,000 bytes, indexes the first 2MB of the HTML file. (Take note that 4MB=4,194,304 bytes.) If the converted content exceeds 4,000,000 bytes, the document is not indexed. However, the document and a link to it do appear in search results.</span></li><li><span style="line-height:1.6;">Caches the first 2MB of the HTML file.</span></li><li><span style="line-height:1.6;">Discards the rest of the HTML file and the non-HTML file.​</span></li></ol></span> </div><div class="rulesummarymorelinkHidden"> Read more about <a href="/keep-files-under-the-google-file-size-limit">Do you keep your files under the Google file size limit?</a> </div> </div> </div></li><li><h2> <a class="accordionHeader" href="/register-your-domain-for-a-long-time">Do you register your domain for a long time?</a> </h2><div class="section"> <div class="rulesummary RuleContent"> <div class="rulesummarycontenttop"> <p>If you own a domain and want Google to instantly recognize it as a permanent domain then register the maximum (10 years for .com depending on the domain provider) you can in one go. Google will assume it is permanent and rate you higher sooner.​​​</p> </div><div class="rulesummarycontent"> <dl class="goodImage"><dt>​<img src='/_layouts/images/ImagePreviewHH.PNG' data-src="/PublishingImages/PermanentRegister.jpg" alt="PermanentRegister.jpg" />​</dt><dd>Figure: Good example - Domain​ registered for 10 years</dd></dl> </div><div class="rulesummarymorelinkHidden"> Read more about <a href="/register-your-domain-for-a-long-time">Do you register your domain for a long time?</a> </div> </div> </div></li><li><h2> <a class="accordionHeader" href="/spelling-do-you-use-us-english">Spelling - Do you use US English?</a> </h2><div class="section"> <div class="rulesummary RuleContent"> <div class="rulesummarycontenttop"> <p>Did you know that all pilots around the world must speak English? Back then, the decision of what language to use was English, since the US invented the first plane. Like the sky, in the web world, it is better to use one version of English. Since the US invented the web, let's go with that. <br></p> </div><div class="rulesummarycontent"> <p>If you are an Australian or British this rule is controversial, but it is worth it for the following reasons:</p><ul><li>Aim the majority. Most web traffic is from American users and they expect American (most probably will assume anything different is an error)</li><li>SEO - On the practical side, more web searches are going to be returned for US spelling of words.</li></ul><dl class="goodImage"><dt> <img src='/_layouts/images/ImagePreviewHH.PNG' data-src="/PublishingImages/SetLanguageUS.png" alt="SetLanguageUS.png" style="width:700px;" /> </dt><dd>Figure: Good example - the US English ​is the selected language </dd></dl><p>Don't forget to check your pages for spelling errors after making edits.</p> </div><div class="rulesummarymorelinkHidden"> Read more about <a href="/spelling-do-you-use-us-english">Spelling - Do you use US English?</a> </div> </div> </div></li><li><h2> <a class="accordionHeader" href="/have-a-google-places-entry">Do you have a Google My Business (aka Places) entry?</a> </h2><div class="section"> <div class="rulesummary RuleContent"> <div class="rulesummarycontenttop"> <p>With Google's <a href="" target="_blank">increased emphasis on local search</a> and <a href="" target="_blank">promoting local services</a>, it is important that companies have a Google My Business entry so that their businesses can be found easily in searches. Click here to  <a href="" target="_blank">add your business.</a>​​​</p> </div><div class="rulesummarycontent"> <p>Having a Google My Business entry will allow their entries to display when users search for services in a local area.</p> </div><div class="rulesummarymorelinkHidden"> Read more about <a href="/have-a-google-places-entry">Do you have a Google My Business (aka Places) entry?</a> </div> </div> </div></li><li><h2> <a class="accordionHeader" href="/know-the-iis-things-to-do">Do you know the IIS things to do?</a> </h2><div class="section"> <div class="rulesummary RuleContent"> <div class="rulesummarycontenttop"> <p>There are a number of things you can do to make your content more search-friendly in IIS.</p><ul><li>Make content search engine-friendly</li><li>Improve volume and quality of traffic</li><li>Control how search engines will access and display content</li><li>Inform search engines about locations that are available for indexing</li><li>Show broken pages​</li></ul> </div><div class="rulesummarycontent"> <p>​​You can use the <a href="">IIS SEO</a> Toolkit to find most of your problems.</p><dl class="image"><dt><img src='/_layouts/images/ImagePreviewHH.PNG' data-src="/PublishingImages/AnalyseSite.jpg" alt="AnalyseSite.jpg" />​​</dt><dd>Figure: Analyzing your site is easy</dd></dl><dl class="image"><dt><img src='/_layouts/images/ImagePreviewHH.PNG' data-src="/PublishingImages/ProblemsYouHave.jpg" alt="ProblemsYouHave.jpg" />​​<span style="color:#555555;font-size:11px;font-weight:bold;line-height:16px;">​Figure:</span><span style="color:#555555;font-size:11px;font-weight:bold;line-height:16px;"> You never know how many problems you have until you try​</span></dt></dl><p>See <a href="">ScottGu's post on IIS Search Engine Optimization Toolkit</a> for more information​​​<br></p> </div><div class="rulesummarymorelinkHidden"> Read more about <a href="/know-the-iis-things-to-do">Do you know the IIS things to do?</a> </div> </div> </div></li><li><h2> <a class="accordionHeader" href="/fix-ugly-urls">Do you fix your ugly URL's?</a> </h2><div class="section"> <div class="rulesummary RuleContent"> <div class="rulesummarycontenttop"> <p>Ugly URL's don't only make it difficult for users to browse your site, they can also impact your Google rankings.</p><p class="ssw15-rteElement-GreyBox"></p><dd class="ssw15-rteElement-FigureBad">Figure: If you have a nasty URL like this...​​</dd><p>You should fix it up to look more like this:</p><p class="ssw15-rteElement-GreyBox">​</p><div><dd class="ssw15-rteElement-FigureGood">Figure: Users could even guess the URL​​<br></dd></div> </div><div class="rulesummarycontent"> <ol><li>Add in Global.asax a route<br></li><p class="ssw15-rteElement-CodeArea">protected void Application_Start(object sender, EventArgs e) <br>{ <br>//RouteTable and PageRouteHandler are in System.Web.Routing <br>RouteTable.Routes.Add("ProductRoute", new Route("products/{productname}", new PageRouteHandler("~/MyInternalDB/UserDatabase/ProductList.aspx.aspx"))); <br>}</p><p> <strong>Figure: OK example - create a static route if you only have a few rewrites</strong></p><li>Use the URL Rewriting Module for IIS7 <br> <dl class="image"><dt><img src='/_layouts/images/ImagePreviewHH.PNG' data-src="/PublishingImages/IIS7Rewrite.jpg" alt="IIS7Rewrite.jpg" style="width:700px;height:537px;" /></dt><dd>Figure: Good example - An IIS7 Rewrite is much easier to manage</dd></dl></li> </ol>​ </div><div class="rulesummarymorelinkHidden"> Read more about <a href="/fix-ugly-urls">Do you fix your ugly URL's?</a> </div> </div> </div></li><li><h2> <a class="accordionHeader" href="/use-meta-keywords-and-description-tags">Do you use meta description and meta keywords tags?</a> </h2><div class="section"> <div class="rulesummary RuleContent"> <div class="rulesummarycontenttop"> <p>One of the easiest ways to get the ball rolling with your web pages and being noticed by search engines is to use <meta> tags. Search engines use <meta> tags to categorize your website's content. Many web masters took this as an opportunity to abuse the <meta> tags and the earlier less sophisticated search engines found that the quality of search results was suffering. Luckily today's search engines like Google don't give the <meta> tags so much weight when determining search engine results pages. In any case, we know that search engines do consider them so we think it would be silly to overlook such a quick and easy task to complete.</p> </div><div class="rulesummarycontent"> There are many kinds of META tags you should use, These are the most common:<br><ul><li><span style="line-height:20px;">META DESCRIPTION: Search engines will often use the information in the META DESCRIPTION tag as well as the TITLE to describe your site in the short description that goes along with the link in your search engine rankings.</span><br></li><li><span style="line-height:20px;">META KEYWORDS: This hold words that you can use to help search engines classify your content. The keywords you use must be relevant and must appear in the body text.</span><br></li></ul><p class="ssw15-rteElement-YellowBorderBox">We have a program called <a href="">SSW Code Auditor ​</a>​to check for this rule.​</p> </div><div class="rulesummarymorelinkHidden"> Read more about <a href="/use-meta-keywords-and-description-tags">Do you use meta description and meta keywords tags?</a> </div> </div> </div></li><li><h2> <a class="accordionHeader" href="/relevant-words-on-links">Do you use relevant words on your links?</a> </h2><div class="section"> <div class="rulesummary RuleContent"> <div class="rulesummarycontenttop"> <p>We know that the way your inbound links are worded do make a difference, they play an important factor when Google searches are made by search engine users. Google uses the words between your <a href> tags to decide which websites are the most relevant to the search terms.​</p> </div><div class="rulesummarycontent"> For example, if SSW had a million inbound links that described the site like this...<p class="ssw15-rteElement-CodeArea"><a href="">Movies for Free</a></p>...when someone searches for "free movies" on Google, it would point to us.<p class="ssw15-rteElement-P"> <br>So what does this mean? All those that are pointing to pages on your website that are displayed as 'More', 'Link', 'This' or 'Click Here' aren't doing you any favors when it comes to increasing your Google rankings.</p><div><p class="ssw15-rteElement-GreyBox">"For tips and tricks to increase your Google Ranking <a href="#">Click here"</a></p><dd class="ssw15-rteElement-FigureBad">Figure: Bad Example #1 - Link does not increase your rankings </dd><p class="ssw15-rteElement-GreyBox">"<a href="#">Link </a> for tips and tricks to increase your Google Ranking"</p><dd class="ssw15-rteElement-FigureBad"> Figure: Bad Example #2 - Link does not increase your rankings</dd><p class="ssw15-rteElement-GreyBox">"For tips and tricks to increase your Google Ranking <a href="#">read this </a>"</p><dd class="ssw15-rteElement-FigureBad">Figure: Bad Example #3 - Link does not increase your rankings</dd><p class="ssw15-rteElement-GreyBox">"For tips and tricks to increase your Google Ranking <a href="#" title="Rules to Better Google Rankings">Click Here</a>"</p><dd class="ssw15-rteElement-FigureBad">Figure: Bad Example #4 - <span style="color:#555555;font-size:14.4px;font-weight:bold;">Link title does not increase your rankings</span>​ (scroll and hold over link to see it)</dd><p class="ssw15-rteElement-GreyBox">"For tips and tricks to increase your Google Rankings go to our <a href="#">Rules to Better Google Rankings </a>"</p><dd class="ssw15-rteElement-FigureGood">Figure: Good Example - Descriptive link</dd>This rule also has relevance for <a href="/_layouts/15/FIXUPREDIRECT.ASPX?WebId=3dfc0e07-e23a-4cbb-aac2-e778b71166a2&TermSetId=07da3ddf-0924-4cd2-a6d4-a4809ae20160&TermId=313838ef-4179-493e-8b76-34acc6a20615">easier website navigation</a>.<br><br></div><p class="ssw15-rteElement-YellowBorderBox">We have a program called <a href="">SSW Code Auditor​</a> to check for this rule. <img src='/_layouts/images/ImagePreviewHH.PNG' data-src="/SiteAssets/relevant-words-on-links/SSW_Code_Auditor.png" alt="SSW_Code_Auditor.png" style="margin:5px;width:652px;" />​</p><div><p class="ssw15-rteElement-YellowBorderBox">We have a program called <a href="">SSW Link Auditor​</a> to check for this rule.<img src='/_layouts/images/ImagePreviewHH.PNG' data-src="/SiteAssets/relevant-words-on-links/SSW_Link_Auditor.png" alt="SSW_Link_Auditor.png" style="margin:5px;" />​</p></div> </div><div class="rulesummarymorelinkHidden"> Read more about <a href="/relevant-words-on-links">Do you use relevant words on your links?</a> </div> </div> </div></li> </ol> </div></div> </div> <div id="sidebar" class="align-top"> <div id="y-embedded-widget" class="yotpo embedded-widget" data-appkey="Of5Pfse01RVmJtV9m8grdjkP3iqJ56X2qE0nCeVO" data-product-id="top_rated_products" data-layout="basic" data-width="240px" data-reviews="5" data-header-text="Top Rated Rules" data-header-background-color="888888" data-body-background-color="FFFFFF" data-font-size="13" data-font-color="FFFFFF"> </div> <div class="section"> <h3>Help and improve these rules</h3> <div class="sidebarTestimonial"> <blockquote>Nothing great is easy. The SSW rules are a great resource for developers all around the world.<br /> However it’s hard to keep rules current and correct. If you spot a rule that is out of date, please <a href="javascript:sendEmail('4164616D436F67616E407373772E636F6D2E6175');">email</a> or if you are cool <a href="" target="_blank">tweet me</a>. </blockquote> <dl class="monialName"><dd><a href="">Adam Cogan</a></dd></dl> </div> </div> <div class="section"> <h3>Our experience</h3> <p>SSW Consulting has over 25 years of experience developing awesome Microsoft solutions that today build on top of AngularJS, Azure, TFS, SharePoint, .NET, Dynamics CRM and SQL Server.</p> <p>With 40+ consultants in 5 countries, we have delivered the best in the business to more than 1,000 clients in 15 countries.</p> <h3>How to get started</h3> <p>SSW will look at your Website Design and Development needs and help you design and implement an effective Website.</p> <br /> <p> <img src="/Style Library/SSW/RulesImages/phone.png" class="phone" alt="" height="89" width="74" align="right" /> <strong>Call us on<br /> +61 2 9953 3000 to get started! </strong> </p> </div> </div> </div> </div> <div style='display:none' id='hidZone'></div></div> </div> </div> <div class="ms-tableCell ms-verticalAlignTop"> <div id="DeltaFormDigest"> <script type="text/javascript">//<![CDATA[ var formDigestElement = document.getElementsByName('__REQUESTDIGEST')[0]; if (!((formDigestElement == null) || (formDigestElement.tagName.toLowerCase() != 'input') || (formDigestElement.type.toLowerCase() != 'hidden') || (formDigestElement.value == null) || (formDigestElement.value.length <= 0))) { formDigestElement.value = '0xD960DBFFD9C4356F983E2B19404383ACFDD71B648B263685503BB053D2A0C0968FFA1A1B76E294BDCB517C207E31A21CD3B48FFC487F69F88527E5408B848C47,20 Oct 2018 03:55:33 -0000';_spPageContextInfo.updateFormDigestPageLoaded = new Date(); } //]]> </script> </div> <div class="ms-hide"> </div> </div> </div> </div> </div> </div> </div> <div id="DeltaPlaceHolderFooter"> </div> </div> </div> <span id="DeltaHelpPanel"> <div id = "helppanelCntdiv" class="ms-Help-PanelContainer"> </div> </span> <span id="DeltaPageInstrumentation"> <div id="sswFooter"> <div id="Footer"> <div class="width-full"> <div class="footer-text clearfix"> <span class="left">Sydney, Melbourne and Brisbane's Leading Software Developers & Consultants - .NET, Web, Mobile, CRM and SharePoint</span> <span class="right"> <a id="ctl00_Footer1_feedbackHyperLink" tabindex="100" href="javascript:sendEmail('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')">Feedback to SSW</a> | <a href="">Terms and Conditions</a> | <a href="">Sitemap</a> | <a href="" class="footer-facebook ignore">find us on</a> | <a href="" class="footer-html ignore">HTML</a> </span> </div> <div class="footer-tfs"> <span class="left">SYDSP2016P01, powered by SharePoint 2013, running <span class="pkgName">SSW.SharePoint</span> package version <a href=""><span class="pkgVersion">15.31.1003.1001</span></a> </span> <span class="right"> Copyright ©SSW 1990-2018. 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