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The ranking of your website on search engines is an essential element of your entire marketing campaign, and there are ways to improve your link popularity through legitimate methods. Unfortunately, the Internet is populated by bands of dishonest webmasters seeking to improve their popularity by simulation on the search engines.

The good news is that search engines have figured this, and are now on guard for “spam” pages and sites that have increase their rankings by artificial methods. When a search engine in the footsteps of such a site, this site is
demoted in ranking or completely removed from the index of the search engine.

The bad news is that some high quality sites entirely above board are mistaken for these web page criminals.  your  home page may be taken in the “spam” net and thrown from a search engine index, even if you did nothing to deserve such ill treatment. But there are things you can do – and you must be sure not to do – which will prevent this kind of misperception.

Link popularity is mostly based on the quality of sites you are bound. Google launched the criterion for the award website ranking, and virtually all search engines on the Internet now use it. There are legitimate ways to go on
increase your link popularity, but at the same time, you must be  careful to sites that you choose establish a link. Google frequently imposes penalties on sites that are linked to other sites solely for artificially boost their popularity. They labeled these links “bad neighborhoods”.

You can raise a toast to the fact that you can not be penalized when a bad neighborhood links to your site; penalty happens only when you are sending a link to a bad neighborhood. But you must check and double-check all the links that are active on your links page to make sure you have not linked to a bad neighborhood.

One thing to check is whether or not the pages you have linked to have been sanctioned. The most direct way to do this is to download the Google Toolbar at http://toolbar.google.com. You will see that most pages are PageRank, which is represented by a sliding green scale on the Google Toolbar.

Do not link to a site that shows no green at all to scale. This is particularly important when the scale is completely gray. It is more likely that these pagehave 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 infection.

There is no reason to be afraid of links to sites whose scale shows only a small slice of green on their scale. These sites have not been sanctioned, and their relationship may grow in value and popularity. However, do make sure you keep this kind of links to verify that at some point, they do not allow a sentence, once you have linked to them from your links page.

Another evil trick that illicit webmasters use artificially increase their link popularity is the use of hidden text. Search engines use the words on the web
pages as a factor in forming their rankings, which means that if the text on your page contains your keywords, you have more of an opportunity to increase your search engine ranking of a page that contains no text included
keywords.

Some webmasters have been around this formula by hiding their keywords so they are invisible to all visitors to their site. For example, they used the
keywords but made them the same color as the background color of the page, like a multitude of keywords in white a white background. You can not see these words in the human eye – but the eye of search engine to locate spider easily! A spider is the program to use search engines index web pages, and when it sees these invisible words, it dates and stimulates a link to this page classification.

Webmasters may be brilliant and sometimes devious, but search engines have figured these tricks. Once a search engine perceive the use of hidden text – Splat! the page is penalized.

The disadvantage is that the spider is sometimes a little and overly penalize a page by mistake. For Thus, if the background color of your page is gray and
you have placed gray text inside a black box, the spider will only take note of the text and gray as you are employing hidden text. To prevent any risk of false penalty, simply your webmaster not to assign the same color the text background color of the page – ever!

Another potential problem that can lead to penalty called “keyword stuffing.” It is important to have your keywords appear in the text on your page, but sometimes you can go a little over your enthusiasm to please
spiders. A search engine uses what is called “Keyphrase Density” to  determine if a site tries to artificially increase their ranking. This is the ratio of keywords to the rest of the sentence on the page. Search engines assign a limit to how many times you can use a keyword before it decides are exaggerated and penalizes your site.

This ratio is very high, making it difficult to overcome without sampling, as if you are stuttering – unless your keyword is part of your company name. If so, it is easy for keyword density to soar. So if your keyword is “renters insurance, make sure you do not use this expression in each sentence. Care to amend the text on your site that arises naturally from the copy and the keyword is not repetition. A good rule of thumb is your keyword should never appear in more than half the sentences on the page.

The last risk factor is known as “cloaking.” To those of you who are diligent Trekkies, this concept should be easy to understand. For the rest of you? “Cloaking” is when server directs the visitor to a page and a search engine spider to a different page. The page the spider sees is “wrapped” as it is invisible to regular traffic, deliberately set up to raise the site search engine
classification. A hidden page tries to feed the spider everything it needs to rocket that page ranking at the top of the list.

It is natural that search engines have responded to this act of deception with extreme enmity, imposing steep penalties on these sites. The problem on your side is that pages are hidden sometimes for legitimate reasons, such as
prevention against the theft of code, often referred to as “pagejacking. This type of protection is unnecessary for these days due to the use of “off page” elements, such as link popularity, which can not be stolen.

For security reasons, make sure that your webmaster is aware that  camouflage is absolutely not acceptable. Make sure the webmaster understands that cloaking of any kind put your website at great risk.

Just as you must be diligent in increasing your link popularity and your ranking, you must be as diligent to avoid being unfairly penalized. So be sure to follow your site closely and avoid any appearance of artificially
strengthen your ranking.