What’s an SEO? Does Google recommend working with companies that offer to make my site Google-friendly?

Search Engine Optimizers SEO is an abbreviation for “search engine optimizer.” Many SEOs provide useful services for website owners, from writing copy to giving advice on site architecture and helping to find relevant directories to which a site can be submitted. However, a few unethical SEOs have given the industry a black eye through their overly aggressive marketing efforts and their attempts to unfairly manipulate search engine results.

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Search engine optimisation is a form of marketing. It is the process of making a site or individual web pages relevant to particular keyword searches performed on search engines. In short, the better optimised the web page is, the higher the ranking it will achieve in search engine results.

Where should a Shop Owner start: Try to approach search engine optimisation with a plan. How would you search for your products? Which search engine would you use? Ask friends, colleagues and your current customers. Then you need to identify about 5 to 10 words and phrases that people are most likely to use in a search for your site. These are your keywords and key phrases. This might apply to your site as a whole or an individual page showing a particular product.

The next step is to integrate your keywords and key phrases into your normal product descriptions. Once you have the page content right, you then have a base to apply other optimisation techniques such as Meta tags, session IDs, a site map and inbound links.

Meta Tags - Meta tags alone will not give you a high search engine ranking but a coordinated effort to integrate your Meta tags to the content of the page and to your products can improve significantly your search engine ranking for relevant keywords or key phrases.

Meta Tags (also known as Header tags) store extra information about your web pages that can not be viewed in the normal way. This behind-the-scenes data is used by most search engines to gather extra information about your web pages. You can view the Meta tag information of a specific page by viewing the source code of the page. I

Meta tags can only support the normal textural content of your pages. For each product page you need to change the Meta tags to reflect the keywords in your product description. In osCommerce this can be done using the Meta Tags Contribution.

Search Engine Friendly URLs - The text of the URL or web address is an extra source of important information for the search engine spider. Having your main keywords in the URL for each product and category page can significantly help your search engine rankings. Search Engine Friendly URLs use a server feature called mod_rewrite to rewrite the URL so that the outside world sees only the URL generated by the database from the product name and category name information.

From this: http://www.babyben.co.uk/product_info.php?products_id=1026
To this: http://www.babyben.co.uk/bushaby-waterproof-baby-suit-p-1026.html

Google Sitemap - As Google is the world’s most used search engine, the Google search engine spider could be your most important visitor. Google have recently implemented a program where site owners can submit a Google specific sitemap for indexing. This is a great way to keep your site constantly indexed and updated by Google.

The Google Sitemap Update for osCommerce effortlessly creates a Google formatted sitemap of your category and product pages. You can then submit this sitemap for Google to interrogate. Although you don’t need a Google account to use the Google sitemap service with an osCommerce based website, we strongly encourage you to create an account because you can then view important diagnostic information via the Google Sitemap web pages.

All Products Page / Site Map - An ‘All Products’ index page or site map gives a helping hand to the search engine spider. Ideally the page should contain a list of direct links to all your products and categories. This page can be useful for your customers also.

Inbound Links - Most experts agree that the single most important contributing factor in achieving a high search engine ranking is link popularity. Inbound links to your site will raise its importance to search engines. Search engines take the view that if others link to your site or a specific page, then that web page must have something to offer other users.

What’s an SEO? Does Google recommend working with companies that offer to make my site Google-friendly?

Search Engine Optimizers SEO is an abbreviation for “search engine optimizer.” Many SEOs provide useful services for website owners, from writing copy to giving advice on site architecture and helping to find relevant directories to which a site can be submitted. However, a few unethical SEOs have given the industry a black eye through their overly aggressive marketing efforts and their attempts to unfairly manipulate search engine results.

While Google doesn’t have relationships with any SEOs and doesn’t offer recommendations, we do have a few tips that may help you distinguish between an SEO that will improve your site and one that will only improve your chances of being dropped from search engine results altogether. * Be wary of SEO firms that send you email out of the blue. Amazingly, we get these spam emails too: “Dear google.com, I visited your website and noticed that you are not listed in most of the major search engines and directories…” Reserve the same skepticism for unsolicited email about search engines as you do for “burn fat at night” diet pills or requests to help transfer funds from deposed dictators. * No one can guarantee a #1 ranking on Google. Beware of SEOs that claim to guarantee rankings, allege a “special relationship” with Google, or advertise a “priority submit” to Google. There is no priority submit for Google. In fact, the only way to submit a site to Google directly is through our Add URL page or through the Google Sitemaps (Beta) program, and you can do this yourself at no cost whatsoever. * Be careful if a company is secretive or won’t clearly explain what they intend to do. Ask for explanations if something is unclear. If an SEO creates deceptive or misleading content on your behalf, such as doorway pages or “throwaway” domains, your site could be removed entirely from Google’s index. Ultimately, you are responsible for the actions of any companies you hire, so it’s best to be sure you know exactly how they intend to “help” you. * You should never have to link to an SEO. Avoid SEOs that talk about the power of “free-for-all” links, link popularity schemes, or submitting your site to thousands of search engines. These are typically useless exercises that don’t affect your ranking in the results of the major search engines — at least, not in a way you would likely consider to be positive. * Some SEOs may try to sell you the ability to type keywords directly into the browser address bar. Most such proposals require users to install extra software, and very few users do so. Evaluate such proposals with extreme care and be skeptical about the self-reported number of users who have downloaded the required applications. * Choose wisely. While you consider whether to go with an SEO, you may want to do some research on the industry. Google is one way to do that of course. You might also seek out a few of the cautionary tales that have appeared in the press, including this article on one particularly aggressive SEO: http://seattletimes.nwsource.com/html/businesstechnology/2002002970_nwbizbriefs12.html. While Google doesn’t comment on specific companies, we’ve encountered firms calling themselves SEOs who follow practices that are clearly beyond the pale of accepted business behavior. Be careful. * Be sure to understand where the money goes. While Google never sells better ranking in our search results, several other search engines combine pay-per-click or pay-for-inclusion results with their regular web search results. Some SEOs will promise to rank you highly in search engines, but place you in the advertising section rather than in the search results. A few SEOs will even change their bid prices in real time to create the illusion that they “control” other search engines and can place themselves in the slot of their choice. This scam doesn’t work with Google because our advertising is clearly labeled and separated from our search results, but be sure to ask any SEO you’re considering which fees go toward permanent inclusion and which apply toward temporary advertising. * Talk to many SEOs, and ask other SEOs if they’d recommend the firm you’re considering. References are a good start, but they don’t tell the whole story. You should ask how long a company has been in business and how many full time individuals it employs. If you feel pressured or uneasy, go with your gut feeling and play it safe: hold off until you find a firm that you can trust. Ask your SEO firm if it reports every spam abuse that it finds to Google using our spam complaint form at http://www.google.com/contact/spamreport.html. Ethical SEO firms report deceptive sites that violate Google’s spam guidelines. * Make sure you’re protected legally. For your own safety, you should insist on a full and unconditional money-back guarantee. Don’t be afraid to request a refund if you’re unsatisfied for any reason, or if your SEO’s actions cause your domain to be removed from a search engine’s index. Make sure you have a contract in writing that includes pricing. The contract should also require the SEO to stay within the guidelines recommended by each search engine for site inclusion. What are the most common abuses a website owner is likely to encounter? One common scam is the creation of “shadow” domains that funnel users to a site by using deceptive redirects. These shadow domains often will be owned by the SEO who claims to be working on a client’s behalf. However, if the relationship sours, the SEO may point the domain to a different site, or even to a competitor’s domain. If that happens, the client has paid to develop a competing site owned entirely by the SEO. Another illicit practice is to place “doorway” pages loaded with keywords on the client’s site somewhere. The SEO promises this will make the page more relevant for more queries. This is inherently false since individual pages are rarely relevant for a wide range of keywords. More insidious, however, is that these doorway pages often contain hidden links to the SEO’s other clients as well. Such doorway pages drain away the link popularity of a site and route it to the SEO and its other clients, which may include sites with unsavory or illegal content. What are some other things to look out for? There are a few warning signs that you may be dealing with a rogue SEO. It’s far from a comprehensive list, so if you have any doubts, you should trust your instincts. By all means, feel free to walk away if the SEO: * owns shadow domains * puts links to their other clients on doorway pages * offers to sell keywords in the address bar * doesn’t distinguish between actual search results and ads that appear in search results * guarantees ranking, but only on obscure, long keyword phrases you would get anyway * operates with multiple aliases or falsified WHOIS info * gets traffic from “fake” search engines, spyware, or scumware * has had domains removed from Google’s index or is not itself listed in Google If you feel that you were deceived by an SEO in some way, you may want to report it. The Federal Trade Commission (FTC) handles complaints about deceptive or unfair business practices. To file a complaint, visit: http://www.ftc.gov/ and click on “File a Complaint Online,” call 1-877-FTC-HELP, or write to: Federal Trade Commission CRC-240 Washington, D.C. 20580 If your complaint is against a company in another country, please file it at http://www.econsumer.gov/.

from：http://www.google.com/support/webmasters/bin/answer.py?answer=35291