Search Engine Optimization: How to Protect Your Search Engine Rankings

The good news is that search engines have figured this out

, and are now on guard for "spam" pages and sites that have increased their rankings by artificial methods. When a search engines tracks down such a site, that site is demoted in ranking or completely removed from the search engine's index.

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The bad news is that some high quality, completely above-board sites are being mistaken for these web page criminals. Your page may be in danger of being caught up in the "spam" net and tossed from a search engine's index, even though you have done nothing to deserve such harsh treatment. But there are things you can do - and things you should be sure NOT to do - which will prevent this kind of misperception.

Link popularity is mostly based on the quality of sites you are linked to. Google pioneered this criteria for assigning website ranking, and virtually all search engines on the Internet now use it. There are legitimate ways to go about increasing your link popularity, but at the same time, you must be scrupulously careful about which sites you choose to link to. Google frequently imposes penalties on sites that have linked to other sites solely for the purpose of artificially boosting their link popularity. They have actually labelled these links "bad neighbourhoods."

You can raise a toast to the fact that you cannot be penalized when a bad neighbourhood links to your site; penalty happens only when you are the one sending out the link to a bad neighbourhood. But you must check, and double-check, all the links that are active on your links page to make sure you haven't linked to a bad neighbourhood.

The first thing to check out is whether or not the pages you have linked to have been penalized. The most direct way to do this is to download the Google toolbar at . You will then see that most pages are given a "Pagerank" which is represented by a sliding green scale on the Google toolbar.

Do not link to any site that shows no green at all on the scale. This is especially important when the scale is completely grey. It is more than likely that these pages have been penalized. If you are linked to these pages, you may catch their penalty, and like the flu, it may be difficult to recover from the infection.

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There is no need to be afraid of linking to sites whose scale shows only a tiny sliver of green on their scale. These sites have not been penalized, and their links may grow in value and popularity. However, do make sure that you closely monitor these kind of links to ascertain that at some point they do not sustain a penalty once you have linked up to them from your links page.

Search Engine Optimization: How to Protect Your Search Engine Rankings

By: Justin Brown

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