Two weeks ago, Google released a Search Engine Optimization Starter Guide version 1.1, published 13 November 2008, outlining the basics of how Google sees good SEO. Reading through the 22-page Acrobat document, I found it makes a good explanation of the Google environment and main website elements search engine optimization specialists work with but that explanation is a little out of date.
Given the tone of the paid-links debate happening between Google Quality Control and large parts of the search marketing community, the dated information presented in the Guide makes me wonder exactly what the Googlers think SEOs do. (note: there are thousands of Google employees with an interest in the effect of search engine optimization. Some might have differing opinions than others.)
The Guide starts with a explanation of the two dominant areas on a general Google search result page, paid AdWords and organic search results. There are no video links, maps or News references that would be included in a universal or personalized search results page. The first bit of dated information states, “Search engine optimization affects only organic search results, not paid or “sponsored” results such as Google AdWords” This information is not true. Because Google assesses the quality of pages each AdWord advert leads to and professional search marketing firms tend to offer both SEO and paid-ad services, SEO has a direct effect on the placement and perceived relevancy of AdWords.
The next few pages of the Guide are pieces of general common sense the SEO community has been writing about for years. The Guide’s writer uses a fictional website named “Brandon’s Baseball Cards” as an example and takes readers through the creation of:
Unique, accurate page titles
There is a trove of good, basic information in the section covering page titles. The Guide explains how a title tells both searcher and search spider the topic of a page. It also notes how the title forms the anchor text of the link appearing in Google search results. Finally, it suggests creating unique tags for each page.
useful “description” meta tags
“A page’s description meta tag gives Google and other search engines a summary of what the page is about.”
Google provides good information on the use and application of description tags and refers readers to Google Webmaster Central for tools that will improve description tags.
The Guide notes how Google uses description tags to phrase the snippet of information found beneath reference links on a search results page. A piece of handy information notes how Google might use a description gleaned from one applied by the Open Directory Project if your website is listed there. The writer is also kind enough to include information on how to prevent Google from culling a DMOZ assigned description.
Smart URL structure
Google gives great advice on how to ensure you have an optimized URL structure. Use real words and eliminate cryptic ID-tag laden URLs. Funnily, this piece of advice sort of contradicts advice offered in the Official Webmaster Central Blog by Quality Control Team members Juliane Stiller and Kaspar Szymanski on September 22, 2008 in a post titled, “Dynamic URLs vs. static URLs“. The Guide is smart enough to say that the creation of static URLs over Dynamic ones “… is an advanced procedureand if done incorrectly, could cause crawling issues with your site.”
Usability Issues
The Guide suggests making your website easier to navigate by simplifying site architecture. This is a long held best practice for good SEO firms. Mention of elements such as text link navigation and breadcrumb links have been staples of SEO advice for several years, as has the use of sitemap files and customized 404 error pages.
Quality Content
Such as the stuff you’re reading now perhaps? The Guide mentions how content creates reputation both in the real world and in the electronic memories of its spiders. The Guide also spells out a short set of good practices for content.
Anchor Text for Powerful Links
The Guide suggests adding keywords to the anchor text of links and notes that those keywords must be relevant to the topic of the page being linked to.
Appropriate Use of Heading Tags
Advice on using heading tags correctly is conveniently augmented with a short guide on how to gauge the correct use of headings tags.
Optimized Images
Use of the “alt=Description of Image” tag and it’s application described.
Robots.TXT
The Guide gives a good explanation of how and why to use robots exclusion files or robots.txt.
rel=”nofollow”
The Guide gives a good explanation of why the rel=”nofollow” protocol was established and how it should be used to deter comment spammers. What the guide does not mention is how a very good SEO firm can use the rel=”nofollow” protocol to sculpt the flow of PageRank flavoured “Google Juice” through your website.
Promotion
Finally, the Guide has a short bit on promotion. There are a few good ideas here however there are dozens, perhaps hundreds more in a good Internet marketer’s toolbox.
Fin
The Guide closes with a number of useful links to areas of Google Webmaster Central. As a basic explanations of SEO goes, it’s a pretty cool document however, it barely scratches the surface of the skills and knowledge held by a professional search engine optimization practitioner or the firms those practitioners work for.
SEOs should use the Guide to inform and educate their clients however those clients should be told explicitly that information within the Guide is among the most basic SEO advice out there.
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