We need to always stick it in our mind, search engine did not send somebody to actually see our website and read all the content one by one. They will have a computer program that cutely called ‘crawler’, ‘spider’ or ‘bot’ (for robot) to read the content of our website. So, the color composition or type of font that we choose for our website to make it more beautiful probably does not matter at all.
(But they will penalize you if you put a text with the same color for both text color and background color. This is commonly done by spammer to fill the website with the keyword without wanting to be seen by human visitor)
- Better use text than image for your content. Although for human it is easier to have images to illustrate something, the content of the image can not be read by search engine
Better use text/html based than flash based website. Although it is still possible to make your flash based website got high rank, but it is generally will be more difficult for flash based website to get read properly.
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2. Website Relevancy
The more relevant the content of our website with reference to the keywords, the higher the rank
Say our website is about digital camera photography then you cannot expect to get high rank if someone search for “car mechanics”.
Well, we don’t want that to happen either, right ? We only want motivated buyer. The one that most likely to buy ! But on the other hand, you might think, how about just put 1000 times words “digital camera” on the website that will be more relevant? WRONG, this is called “spamming”. If we spam the keyword, not only the website deemed to be NOT RELEVANT, our website also get penalized because of spamming , hence will received very low ranking that it should be. Don’t do this ! The search engine will ‘smart enough’ to know whether the sites is relevant to the keywords or not.
3. Website Popularity
The more popular our website, the higher the rank
How do we measure popularity in real live ? Am I more popular than Bob ? Not really straightforward isn’t it ? Luckily for a website, search engine has elegant solution:
The more people see our website the more popular it is
- How do they know? All major search engine have that ‘toolbar’ that sitting on your browser. The toolbar can send some information to let the search engine knows which website you go (Yes, you may disable this). Also they may have monitor the popularity from the search result.
Our website is deemed to be more popular if more of other website put a direct link to our website.
Having know this people has abused this factor. Imagine you just deal with 100 other website that we put our link on our website and they will put their link to our website and suddenly our website become “popular”. Unfortunately, the one that count is “one way link”. If a website link back to the website that link to them, it doesn't count. This way, only real popular one will ranked higher. We cannot really make it up.
Well all the key principles above just there to make sure nobody abuse the search engine for their own gain. In order to make our website highly rank on the search engine, we cannot abuse the principle. We can only make our website aligned with the principle – or at least: not against the principle – and the rest is up to the search engine.