A WEB SITE IS LIKE A CAR - If a design make-over is paint & body work - then SEO is an engine overhaul.

Many site owners are suffering poor search engine performance for problems that they did not cause! If you have an older site you could be in grave violation of issues the formerly weren't even issues —  like keyword stuffing, link farming, content scraping, and other issues caused by your past or present web designer.

if this goes on, un-noticed, for years you appear to Google, Yahoo and others as unrepentant and in total disregard of their guidelines. You will be penalized where it hurts and your business will suffer as a result.

The first thing we do is check for flagrant violations, then multiple minor technical standards errors that, in quantity, will hurt your page rank. Finally, when we remove all obstacles, we begin the organic optimization described below.

"Your web site is one of your most cost-effective tools for countering the effects of the economic slow-down"....Bob DeStefano

relevancy  Level One: OPTIMIZE METAFILES —  the most needed

Title wording and content relevancy is crucial
Your page title is crucial to getting noticed - and you are also graded on how well it relates to actual text in the body of the page. A page title should fit together with the page description like a intelligent question and a good answer, as that is how it will display in Search Engine Page Results.

Even though they're under the page, the surfer will see them clear as day in the search results. OnlinedesignFLA has a professional writer that can handle this with aplomb.
Description Relevancy is the other half of search results display
Displayed right below the page title, in a well structured page, is the description. It is the answer to the statement or question posed by the title. This too is graded for keyword relevancy and for your chance at a "SERP"(Search Engine Results Page presence).

This is an art and science - the art of content wordsmithery balanced against a cold hearted bot simulator that creates a sort of crossword puzzle mind game. The stakes: 100% relevancy!
The keyword / metafile relevancy game
This is a balancing act with high stakes. We aim for 100% content relevancy with your existing text copy keywords. What if there isn't enough text to have sufficient key words for density? What if there weren't enough family members to till the fields in medieval Europe? Make more babies!! This will be covered in the next level of optimization — adding copy seeded with keywords.
Adding Robots and other directive meta tags
These are helpful for directing the search bots — they are done with a macro and take nearly no time at all - click! - but they help in your search results (SERPs).

text content  Level Two: ADDED COPY — if you're short on text

What if there isn't enough text content on the page?
We add some!! Text is all the bots see so we add text. I can't stress textual content enough - pictures and Flash mean nothing to a search bot - nada! Copying content from other sites is not the answer. A web bot is a total wiz at comparisons. If your content occurs ten different places on the net, bots will make a summary judgement and knock you back in rank.

Fresh content is especially valued by Bing and they have a higher conversion rate than any other search engine.
We can make your current relevancy %100 - but sometimes you need to add popular keywords
We can achieve 100% content relevancy with your existing text copy but what if the existing copy doesn't have enough heavily searched keywords? We can do a keyword popularity search for terms in your industry and seamlessly weave them into your existing copy. Sometimes content relevancy isn't enough if there isn't enough of it.

image optimization  Level Three: IMAGE OPTIMIZATION — speed up load time

What do pictures have to do with Search Engine Results?
Images (.jpg, .gif, .png, etc) used to be the biggest file size / load time hogs on a page. Now it is too many scripts and too many unnecessary videos. Anyway, the easiest to fix are the images. Gotta' love macros - click, bang, they're a smaller file size. With smaller transfer file size pages load much faster - happy surfers, very low expense.

Look at it from the web viewer's perspective, even though you are judged by the search engines (page rank) for load time your much harsher judge is the web visitor. If he or she gets impatient with your load time, the back button is just a click away.
Image "alt tagging" - accessibility issue turned to your SEO advantage
As stated elsewhere on this site, image alt tags (the text you see when you mouse over an image in MS IE) is not only used for blind accessibility, but for the masses, it is a place to put keywords cleverly in the code.

text tagging  Level Four: TEXT TAGGING — fine tuning your content

Drawing the bots to certain relevant keywords or key phrases
Now that your site is optimized to full content relevancy, with fast load time and displaying well in the SERPs we can do an important fine tuning. We can tag your text copy to draw attention (from the web bots) to certain words or phrases.

If you search "gas prices" right now you will get tons of Search Results Pages - note the order of display. If you search "gas prices why are they so high" you will see different search results. If you use the right html tags on phrases like these on your page you have a greater chance of the bots assigning content relevancy to what you consider relevant to your customers.

hyperlinking  Level Five: HYPERLINKING — why is this last?

Inbound and Outbound links - very important
If this is so important why did I place it at the end? The simple answer is you need all the page copy in place to add the links. This is a no brainer for links in the copy that refer to other pages on the site. Too many site owners fail to prioritize these as much as the search engines do.

It can be done over time, but it should be done.

The Most Cost Efficient Way — When you write your own material, you know what other content of yours is relevant to particular passages. When you proof read,  simply mark these words and put the URL (or location in other raw copy) in brackets and we'll do the geek stuff. We can do the outside links by putting your words in a search engine and finding the best match.

Hyper linking involves finding words or phrases in your text  content that directly relate to other locations inside and outside your web site . It is very important - especially to Google. It is what makes the web the web. If you look at a spider's web you will see the analogy - inter-connectivity. Google puts high value on outgoing links and an even higher value on quality incoming links.

Links pointing to a high quality site can raise your page rank. Google likens it to an election - and links are votes. On the other hand, if you have a highly rated site and you add links to lousy sites, Google shuns you for slumming! They believe in the old adage "you are your five closest friends". Quantity is good only if the other sites relate to your topic, so cautious with link exchange offers.


I have worked on more than one site that is under one Google penalty or another for conditions existing prior to my efforts. Their plummeting presence IS WHAT sent them to me. The best organic optimization will not remedy this immediately.

When told of such a condition you may ask "Then what's the use of optimizing?. The simple answer is - when do you want to start the process of fixing your problem.

The process of mending begins the day you remedy your "violations" and become Google compliant. and submit a site for re-index. This all depends on the severity of the infraction.

These violations are usually created by semi-knowledgable designers and wise guy hackers who "guarantee" you search engine domination. Although you did not commit the violation yourself - you are responsible. You will be advised of this before work is done.

About Google Penalties

  • Linking Schemes Penalty
    • Be advised that excessive blog linking is NOT the fast track to success. Blog links have been denigrated in value, and in large quantities can decrease your ranking.
    • Linking schemes to artificially pump up page rank can earn you the dreaded "hundred positions back "penalty. It is just as it sounds - 100 positions behind wherever you would have been.
  • Whole Site Down Fifty Positions Penalty
    • Manipulative back links - doesn't even have to be paid links. It could be lots of anchor text links to sites with a bad reputation.
    • Manipulative link schemes - Especially reciprocal link trading and/or linking out to sites that Google even suspects you're getting paid for.
    • Cloaking - Displaying one version of page content to search engines and a different one to visitors.
    • Beware of the misuse of the CSS "display:none" property!!
  • Duplicate Content Penalty
  • "There are some penalties that are related to the idea of having the same content as another site—for example, if you're scraping content from other sites and republishing it, or if you republish content without adding any additional value. These tactics are clearly outlined (and discouraged) in our Webmaster Guidelines" ...source, Google
  • Domain Level Redundancy  Penalty — Multiple Domain Name Penalty
    • Cloning sites - when you point the DNS from many different domains into the same directory causing each domain to display the exact same site.
    • Having multiple domain names directly point their DNS to the same file set is a SERIOUS breach of Google’s Webmaster Guidelines and is expressly FORBIDDEN. This can get you totally banned from searches. There is no cure for the domain names involved.
  • Severe Penalty - Due to Sitemap Errors, ref=canonical Tags
    • There is no penalty for sitemap errors except the poorer performance they may cause in indexing
    • Misuse of ref=canonical Tags is adding a link in the source code that is not visible on the actual page.


notathingatall What can we do for a domain name with a long history of keyword spamming & using Black Hat technology?