Google shuns optimised web sites

German sites delisted for contravening Google guidelines

Google has dropped some big-name firms from its search listings after it found them trying to artificially enhance their rankings. Experts warned businesses to focus on creating dynamic web content to attract users rather than trying to influence search ratings in this way.

The German sites of BMW and printer specialist Ricoh were both blacklisted after it emerged they had contravened Google’s webmaster guidelines. Both the sites have since been reinstated.

However, Danny Sullivan, editor of Search Engine Watch, argued that many sites have been guilty of such activity for years. “This was something web designers already had to bear in mind,” he said. “But perhaps the [recent publicity] will persuade Google to be more proactive in telling companies about its rules.”

Mike Davis of analyst firm Butler Group agreed that search engine optimisation is widespread. “Google prides itself on its fair and accurate search results, and it keeps its algorithms close to its chest,” he commented. “Some organisations will push the limit [of the rules], but if your site is good enough, it will generate high rankings on its own.”

Neil Barton of web host Hostway said there are many online resources that offer independent advice on how to legitimately optimise sites. “The goal is to get the web spiders to your site and [to get them to] continue searching the site as much as possible,” Barton added. “Therefore make sure your navigation to other sections in the site is good, and keep the content regularly updated.”