Max Adler - Webdesigner und Online-Marketer aus Salzhemmendorf / Hameln
Hauptmenü
- Max Adler Biografie
- Webdesign Umfrage
- Fachartikel
- Fachartikel Übersicht
- Online Marketing tools
- Dissertation about Online Marketing Tools - Content
- Abstract
- List of abbreviations
- 1. Introduction
- 2. Online Marketing
- 2.1 Definition
- 2.2 Objectives
- 2.3 Marketing Strategies
- 2.3.1 Structure of a Marketing Strategy
- 2.3.2 Push Strategy vs. Pull Strategy
- 2.4 Instrumental view of online marketing
- 2.4.1 Product policy
- 2.4.2 Price policy
- 2.4.3 Distribution policy
- 2.4.4 Communications policy
- 2.5 Advertising on the internet
- 2.6 Ten rules for a successful online marketing
- 2.7 Internet Project Management
- 3. Methology - Online Marketing Tools
- 4. Online Marketing Tools
- 4. Online Marketing Tools
- 4.1.1 Web sites & Usability - Functionality
- 4.1.2 Web sites & Usability - Design
- 4.2.1 Email Marketing - Email
- 4.2.2 Email Marketing - RSS-Feeds
- 4.3.1 Search Engine Marketing (SEM) - Introduction
- 4.3.2.1 Search Engine Advertising (SEA) - Overview about SEA
- 4.3.2.2 Planning a SEA campaign
- 4.3.2.3 SEA Products
- 4.3.2.4 Disadvantages of SEA
- 4.3.3.1 Search Engine Optimisation (SEO) - Introduction
- 4.3.3.2 SEO - Search engine algorithm
- 4.3.3.3 SEO - On-page optimisation
- 4.3.3.4 SEO - Off-page optimisation
- 4.3.3.5 SEO- Negative SEO drivers
- 4.4 Other Online Marketing Tools
- 4.4.1 Banner and Pop ups
- 4.4.2 Link Exchange
- 4.4.3 Social Marketing
- 4.4.4 Affiliate Marketing
- 4.4.5 Blogs
- 4.5.1 Web Controlling - Definition
- 4.5.2 Web Controlling - Key figures
- 4.5.3 Web Controlling - Methods
- 4.5.4 Web Controlling Software
- 5. Conclusion
- Reference List
- Bibliography
- Appendices
- Myths in Project Management
- Google's main brands in a McKinsey / GE Matrix
- A structural analysis of the German Web Design industry
- Pagerank Sculpting
- Online-Marketing in Eventagenturen
- Rezensionen
- Impressum
- Adler - Webprofis
4.3.3.5 SEO- Negative SEO drivers - Online Marketing Tools
Fachartikel > Online Marketing tools > 4. Online Marketing Tools
4.3.3.5 Negative SEO drivers
There are a lot of factors which could destroy all SEO factors over night. A SEO objective is always to find the best way between legal optimisation and cheating. But the borders are not always clear. If you are found guilty of any cheating methods, Google could ban you from its index or to a worse position. But when does one cross over the line? The best way of doing good SEO work is to think about the customers rather than about the search engine robots. For example a common reason for penalties is keyword stuffing. There are too often too many keywords on just one page, that a customer feels annoyed. A robot would “feel” so as well. In general the big search engines put a lot of effort in developing cheaters and make their robots think more like humans, but with the ability to detect technical cheats as well. Many web site owners still think that it is possible to increase a web page’s rank by putting keywords in the same colour as the background into the web page. Prominent examples are the web pages of BMW and Automobile.de which were banned from the Google index in 2006 because of keyword stuffing and other illegal SEO tricks (Digi-Help, 2006).
There are many other possible SEO cheats like doorway pages, cloaking, comment spam or duplicate content which can be penalised from search engines. Some tricks are still working today. But the search engines know all of these and put a lot of effort in detecting them, so it is better to stay legal (Fischer, 2009, p.430-437).
There are also technical barriers which are often not considered. Web pages programmed with Flash or with a frame-structure are not likely to be found by search engine crawlers. Many programmes which automatically generate a web page create a source code which is unreadable by robots because of too much interlacing a non-common programme style, although it looks pretty for the user. It is also important that one makes sure that a web page looks the same in every browser (Fischer, 2009, p.413-414). With www.browsershots.org you can make screenshots of your web page with up to 74 different browsers.