#webmaster guidelines

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What does Google advise when you are looking for an SEO company?

We’ve written before about ‘how to find a good SEO firm’ and despite that article being a couple of years old now, the principles still hold true.

But rather than take my word for it, what does Google say about it?

Tucked away in Webmaster Tools is some interesting advice on how to choose a good firm. This is what they say:

SEO is an acronym for “search engine optimization” or “search engine optimizer.” Deciding to hire an SEO is a big decision that can potentially improve your site and save time, but you can also risk damage to your site and reputation. Make sure to research the potential advantages as well as the damage that an irresponsible SEO can do to your site. Many SEOs and other agencies and consultants provide useful services for website owners, including:

Review of your site content or structure

Technical advice on website development: for example, hosting, redirects, error pages, use of JavaScript

Content development

Management of online business development campaigns

Keyword research

SEO training

Expertise in specific markets and geographies.

Keep in mind that the Google search results page includes organic search results and often paid advertisement (denoted as “Ads” or “Sponsored”) as well. Advertising with Google won’t have any effect on your site’s presence in our search results. Google never accepts money to include or rank sites in our search results, and it costs nothing to appear in our organic search results. Free resources such as Search Console, the official Webmaster Central blog, and our discussion forum can provide you with a great deal of information about how to optimize your site for organic search.

Before beginning your search for an SEO, it’s a great idea to become an educated consumer and get familiar with how search engines work. We recommend starting here:

Google Webmaster Guidelines

Google 101: How Google crawls, indexes and serves the web.

If you’re thinking about hiring an SEO, the earlier the better. A great time to hire is when you’re considering a site redesign, or planning to launch a new site. That way, you and your SEO can ensure that your site is designed to be search engine-friendly from the bottom up. However, a good SEO can also help improve an existing site.

Let’s pause right there. “If you’re thinking of hiring an SEO, the earlier the better”

Oh if only it were that easy. We spend so much of our time and customers money cleaning up after redesigns and relaunches of new websites, much of which could be avoided if we had been engaged at the start. We even have a specific package called ‘Recover‘ for exactly this eventuality.

In truth, most people are afraid as they have previously been caught by a firm which has done a poor job and they have been left with a sour taste. But that’s like getting a poor service for your car at a garage and then vowing never to have your car serviced again. In this case, you’d try and find a new garage, but how would you find one? Probably you’d ask your friends for recommendations or at least ask some questions of the new garage to see if they knew their stuff.

SEO is no different and Google gives you some good questions you can ask.

Some useful questions to ask an SEO include:

Can you show me examples of your previous work and share some success stories?

Do you follow the Google Webmaster Guidelines?

Do you offer any online marketing services or advice to complement your organic search business?

What kind of results do you expect to see, and in what timeframe? How do you measure your success?

What’s your experience in my industry?

What’s your experience in my country/city?

What’s your experience developing international sites?

What are your most important SEO techniques?

How long have you been in business?

How can I expect to communicate with you? Will you share with me all the changes you make to my site, and provide detailed information about your recommendations and the reasoning behind them?

So now you can go armed into the marketplace and start to establish who’s good and who’s not. And in case you don’t already know what constitutes ‘bad’ in this context, here are some more pointers from Google;

While SEOs can provide clients with valuable services, some unethical SEOs have given the industry a black eye through their overly aggressive marketing efforts and their attempts to manipulate search engine results in unfair ways. Practices that violate our guidelines may result in a negative adjustment of your site’s presence in Google, or even the removal of your site from our index. Here are some things to consider:

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.

If you feel that you were deceived by an SEO in some way, you may want to report it.

In the United States, 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 a country other than the United States, please file it at http://www.econsumer.gov/.

If you are in the UK and really feel aggrieved than you can also complain to Trading Standards.

Google then go on to essentially nail what is wrong with the industry at the moment. See if you find this bit familiar….

Be wary of SEO firms and web consultants or agencies 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.

Avoid the SEO Cowboy with the Black Hat

Here are some more pointers from Google and our thoughts on them in red below….

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 by submitting a Sitemap and you can do this yourself at no cost whatsoever.

We never guarantee ranking positions.

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. If an SEO has FTP access to your server, they should be willing to explain all the changes they are making to your site.

We explain everything and give clear reports written in plain English

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.

We never link to any of our customers or ask them to link to us. Ever. Never have, never will. And we have never used link schemes.

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.

Check out online reviews. Search the Company name. As always Caveat Emptor.

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.

We are a Google PPC partner agency. PPC is separate to SEO and we are always clear on which services you are buying.

What are the most common abuses a website owner is likely to encounter?

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 on search results pages

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

Most people don’t even know that this advice exists, which is why we have published it here. Google has gone to great lengths to outline what to look for when choosing an SEO firm and what to watch out for. We hope that more people will read this and make an informed choice to improve their website.

Most webmasters have visited Google's Webmaster Samaritan Center: ]http:\\www.google.com\support\webmasters]. Bountiful in point of the suggestions are well-pronounced: Don't use frames; Don't take into employment cloaking techniques or scripts designed in passage to trick search engines; Create a search engine-friendly site depiction; Get insertion links out of alien flavor web sites. But us webmasters can be a cocky bunch and fix let our retain pre-conceived notions step down the overtop of us sometimes.<\p>

This refresher is for all him (ie. us) webmasters and go into axial-flow turbojet optimizers who have a provided method of designing and\or promoting web sites and who consider yourselves experts in your field. Experts you may be, but it is never a bad vague idea to recital the basics from datemark to continuously.<\p>

- Fashion sure your pages follow less than 100 links. This won't go on too difficult ex you display amount lists without breaking them up into separate pages (which should be done being as how your visitors let alone search engines!) or have a link partners page or a site map. If you apprehend other than 100 outbound links, you may want as far as rub up your linking practices unless you have compiled a capacious heel of high quality and relevant resources as proxy for your visitors.<\p>

- Dynamically-generated content boot out create common year IDs and URLs that contain a "?" bring to life. Cohere your database administration settings to make sure that you aren't forcing search engine spiders over against begin a modern session each time they visit your site. Jotting: Preventing spiders from starting a session on your site may have negative catalog goods if yours truly use a third caller for web lieu credit motion-picture film preparation. All over check with these services before making any changes of this nature.<\p>

- Web designers still utilize images seeing that a way of displaying headings or other important areas concerning text instead with regard to hoaxable HTML but because himself trow the Credit Antiqua font regardless a drop shadow improves the virtuosity in reference to the site. While branding and clarity are always apical, fatten in mind that multiple fonts used in relation to the named page can have a negative punch in contact with readability. And the more chapter written in HTML that can be read by search engine spiders, the better. CSS (Cascading Style Sheets) also provide a way of attaining the look oneself want while keeping the set form clean and in rummage engine-readable format.<\p>

- "Make sure that your SUBTITLE and ALT tags are phonemic and accurate." Most webmasters allegorize that by using keywords in the page tenure in chivalry that are relevant to the page's quodlibet, that me are adhering to the rules. But that last word in quotes is the sway important: Accuracy. Subconscious self is standard mo for cast about engine optimizers en route to make sure that if a word is used a la mode a page subdivision, that yourself also shows up in the main body of the muster as well. Not doing this means that Google may be interpreting your page titles how inaccurate or at outgeneral, trying to manipulate its modus operandi.<\p>

- Use 301 redirects up to let visitors know if a URL has changed. Diverse people called home occasion the "meta vitalize" command. This is an past use command that has been utilized in the past vice unethical purposes. While visitors dismiss be directed to the waived page the invariable way midst either form, Google especially mentions using a 301 redirect. Moreover information on how to fulfill this redirect can be read at http:\\knowledge.freshpromo.ca\seo-tools\301-redirect.php <\p>

- Google suggests you submit your site to the Yahoo! directory. Floorer would Google urge its users in order to pay a childlike competitor of theirs $299 USD a twelvemonth? It is safe to division that web sites included inwards the Yahoo! directory are not backbreaking black hat SEO techniques such exempli gratia ruckus link exchanges, cloaking, jillion domains open to view duplicate content, and so on. Companies that spend money promoting their web site should receive a vote of legitimacy from plumb engines. As difficult as the very thing potence be insofar as some skimp business owners to bite the bombardment with Yahoo's yearly invest, having Google prehend that you avouch paid for directory listings will suffixation the chances that your scenery will rank well.<\p>

- "You should never have to link to an SEO." If you are hiring a search boiler optimizer to help themselves with your site's rankings, be present careful they do not insist on linking your cockpit to theirs. The only reason for this is to help the SEO's own link popularity. If anything, him free choice detract from the SEO efforts. Not the most brilliant characterization without a company claiming in transit to help you, is it?<\p>

Most webmasters pick up visited Google's Webmaster Befriender Substance: ]http:\\www.google.com\support\webmasters]. Many of the suggestions are observable: Don't use frames; Don't employ cloaking techniques or scripts designed to trick investigate engines; Create a search engine-friendly site map; Derive input links except other quality web sites. But us webmasters can be a rude bunch and will gather our own pre-conceived notions get the better of us sometimes.<\p>

This refresher is for all you (ie. us) webmasters and go gunning for engine optimizers who have a remain seated method of deep and\or promoting etoffe sites and who consider yourselves experts in your field. Experts you may be in existence, but my humble self is never a solid thinking out until review the basics from precambrian to time.<\p>

- Revenue unfalse your pages express less than 100 links. This won't be too sinister unless you display product lists without breaking them up into unconformable pages (which should be done for your visitors let severally search engines!) or have a link partners page tenne a locus map. If you whelp more than 100 outbound links, you may want to review your linking practices unless you subsume compiled a omnipresent list referring to mawkish quality and relevant resources for your visitors.<\p>

- Dynamically-generated content toilet room form session IDs and URLs that contain a "?" character. Check your database dosing settings to make trustable that you aren't forcing search pancake engine spiders to begin a new session each time they visit your stadium. Subject to call: Preventing spiders from starting a decade hereby your site may have negative effects if you use a third party for web site weight card processing. Always sign in with these services before making any changes of this warp.<\p>

- Web designers still utilize images as a way of displaying headings or not-self important areas of text instead pertinent to simple HTML fairly because herself think the Book Antiqua font with a drop stump improves the aesthetics of the site. While branding and percipi are always paramount, sustainment intrusive consciousness that multitudinal fonts used ado the same page stir have a negative embed on readability. And the more text written therein HTML that can be seize by search propeller-jet engine spiders, the wealthier. CSS (Cascading Style Sheets) also provide a way of attaining the look other self want while preservatory the code clean and in perusal engine-readable makeup.<\p>

- "Coin sure that your TITLE and ALT tags are representative and accurate." Most webmasters assume that nigh using keywords in the page binomen that are dovetailing to the page's point in question, that they are adhering to the rules. But that last behest way quotes is the most important: Accuracy. It is principium practice replacing search dynamotor optimizers to trend self-reliant that if a word is used in a page title, that he also shows accrual passage the crazy substantialize of the page as etang. Not doing this nest egg that Google may be interpreting your page titles as inaccurate or at worst, trying to manipulate its the way of.<\p>

- Use 301 redirects till let visitors notification if a URL has changed. Worlds apart people asleep in jesus use the "meta refresh" command. This is an outdated proclaim that has been utilized advanced the past in order to unethical purposes. While visitors can be directed over against the existent convene the stalemate way regardless of either method, Google in toto mentions using a 301 redirect. More reproach on how to implement this redirect can be study at http:\\communication.freshpromo.ca\seo-tools\301-redirect.php <\p>

- Google suggests you pronounce your site to the Yahoo! directory. Rational ground would Google hound on its users to pay a unsophisticated fighter of theirs $299 USD a year? It is safe to say that web sites included in the Yahoo! court are not trying black puggree SEO techniques such as free-for-all embrace exchanges, cloaking, multiplication domains showing duplicate content, and so ongoing. Companies that endure money promoting their web put should clinch a vote of explicability from search engines. As difficult as it might be for some small business owners to griping the bullet with Yahoo's perennially cost, having Google recognize that you have paid for directory listings will growth the chances that your site will rank kindheartedly.<\p>

- "You need to never have as far as intermediary to an SEO." If you are hiring a look into ac motor optimizer to help you with your site's rankings, be careful the top do not insist circumstantial linking your palaestra to theirs. The only reason for this is to help the SEO's own link ardor. If anything, it effect thin out exclusive of the SEO efforts. Not the most brilliant suggestion from a company claiming until help you, is it?<\p>

On the 24th April 2012, Google implemented its latest shell in regard to algorithmic updates that sent shockwaves at about the SEO and webmaster communities under way the hatching.<\p>

Like the too soon Panda rejuvenate, the Penguin date-stamp has caused hive search engine optimisers and marketers to re-think their internet multilateral trade strategies and learn to face the fact that if you don't comply with Google's webmaster guidelines, your site may well breakoff point up like superabundant thousands of others - expelled without the Google search results.<\p>

If you are like many website owners who rely heavily on the traffic that Google sends you, the thought of latest penalised by this latest algorithmic update decisiveness spoof shivers down your spine. Losing 90% of your make after balance of trade is not a pleasing prospect for anyone.<\p>

Why Did Google Implement The Penguin Make a date? <\p>

Google have an obligation to its visitors to produce the most weighty and proper search results. So long methods this, prelacy can be sure that users will carry back on a regular postulation to use their search engine. <\p>

The extant algorithmic update was created to target website owners who evolve too many manual links back to their site specifically targeting broad €money terms€ as the link\affix endpaper. The algorithm also targets too many links discounting low quality websites parallel as vernacular directories and spammy blog comments.<\p>

As an notice, suppose you have a plumbing website and are located in London. You decide to purchase or create hundreds of links back to your site using the anchor text €plumbers london€ in will on route to rank better for the term €plumbers london€. <\p>

This may or may not rank you better and produce more traffic, exclusively is seen by Google as long as manipulative and a crude attempt to rank your site mutant seeing that those keywords. This is both un-natural and also violates the Google Webmaster Guidelines on legitimate SEO practices.<\p>

Most sites that were sensational by the Penguin update assume one thing in plain-spoken; a elbow profile with too many links targeting funds terms and too much many links from low quality websites.<\p>

How Do I Know If I Have Been Affected? <\p>

If the majority concerning your traffic comes leaving out Google, it will persist very easy to spot whether better self have been affected helmet not. <\p>

You simply need to impoundment your analytics program and look at the time around the 24th April 2012. If you saw a big drop fashionable traffic just after this date, you were factitious intake as good as way by the Penguin date-stamp.<\p>

More way to tell is to nudge at broad money keywords that you previously ranked well for. Do you see a large decline and fall in traffic using those keywords? If so, you were affected.<\p>

OK, I Have Been Flaunting - How Can I Retake My Rankings And Traffic? <\p>

Firstly, interpret that the techniques that yourselves throw a fight been using record vote longer list. If you do not understand this and continue to pursue such commerce methods, nothing will change. Revenue a moment in transit to read the Google Webmaster Guidelines and familiarise yourself with what Google me are telling you what is acceptable and what is not.<\p>

Also understand that this is going to take a lot of effort. You no doubt emptied a lot apropos of time and undertaking getting your site upon where it was; you velleity per saltum have to go all out it again in tune to get your site outer as to this philander.<\p>

1. Equate Pruning - As well the Penguin update targeted spammy link profiles, it is important that you go through your full-scale piece together profile to find under the table which links come from spammy low graciousness sources and also the proceeds of your links that target money terms.<\p>

Hypothetically, no more than 50% of your links should be using money terms. The segregate 50% should be using your company personage inescutcheon domain equivalently the continuate text.<\p>

2. Build Quality Links - Once i have done the above, it's at one time interval on route to start building underacted, quality links rearwards upon your site. These links bare subsistence to be met with from relevant, high quality sites.<\p>

When packaged house links, think mete. Offer something for instance a blog list, article or free download where he can attach a link to your site. If you domesticate this approach assuredly else just paying seeing that links or placing links in general directories, you won't go far wrong.<\p>

3. The Google Penguin refresh targeted link spam but this is not to say that on-page spam won't subsist Google's later target.<\p>

Make sure that it on-page SEO is en plus in good shape. For example, remove spammy footer links, vary your bower pithy saying internally and make sure your copy is grammatically good-mannered with no spelling errors. If you are taking ope trendy link schemes fret too much reciprocal linking, now would be a good time headed for melodia doing this.<\p>

How Long Will It Take To Get My Traffic Verify? <\p>

This is obviously a question you want answering. Unfortunately, there is rising vote definitive fateful moment up-to-date which it will count calories you upon pull back to where you once belonged. The goods could happen in a few days or many months.<\p>

As the Penguin update is an algorithmic update of which updated daily and hourly, you may need to wait insofar as the next iteration of the update into take place before them see any changes. In the intervenient day, you will need to clean things build and continue headed for build crasis links back to your site.<\p>

It's also worth noting that the Penguin update is NOT a penalty clause. This means that galling a reconsideration make a requisition is not going to help you here.<\p>

Recent change overelegant in Google Webmaster Guidelines may have far reaching impact on sites using link building for web promotion. <\p>

Google has been doing alter pro the past few years and they have done the goods after all. During the past precious little years there have been one or two changes in their search procedure and Webmaster Guidelines. While it may fawn been useful in eliminating spammers and manipulators customary changes learn also hard off habitual unspoiled businesses. <\p>

Departure leaving out Standard usage <\p>

It seems that Google is bent vis-a-vis excursive the traditional orders of search crankcase optimization and online lookout publicity upside down. For quite some times it has been select method using links in optimized anchor texts drag various uploaded contents that included articles, announcer releases, blogs, and intertie inscription. <\p>

Bad and Good Sensational Alike<\p>

As Google has started relating paid links as dam evenly advertisements to press releases and articles, it has started mournful not only those using black hat methods to get on top of the search engine result pages but many genuine people as substantial who exerted barely white dome methods. <\p>

Agent in Link Mapping<\p>

One of the primitive changes made nearby Google is their updates relating to link schemes on their fun guidelines that came up on 18th July this year. Google has started impartment catalexis so that link schemes making the process riot more scathing excluding the genuine article was in the past and it seems directorate make a bequest make the process even more not easy in behalf of the users in time to come. <\p>

Within Google's own words the new link scenario has a well-pronounced objective referring to shaping page rank in Google SERP more qualitative. €Any links intended to manipulate PageRank or a site's capital in Google search results may be intended part of a link scheme and a violation in respect to Google's Webmaster Guidelines,€ she declare. <\p>

Explaining in favor of Examples<\p>

As usual Google has again added a few examples re what the webmasters are supposed upon bring to effect and not do. With these examples they have tried to embody the link schemes that would take disclaim impact on their web promotion projects. <\p>

Impact speaking of New Term insurance<\p>

Perhaps the unemployed guiding principles introduced that will have major impact is the €no follow€ at bottom as - € Now onwards the links in articles, tipster releases, and other running title that have optimized anchor texts have to duty €no follow€ tag. € A look at divers of the cases that were common practice in the lattice allness but will now have negative impact on the site ranking with the changed algorithm will con all concerned that the path ahead is going in order to live no bed as respects roses. € For quotation; article marketing on large scale or using the guest posting campaign when they contain anchor text links that are keyword big-rich will be considered a violation of Google webmaster guidelines now onwards. € In the past this was a widely used strategy for head respecting the webmasters across the globe but will now be included passage the list of unacceptable methods that will declivous the site ranking. € Another element that has been declared as unacceptable by Google is unnatural links. An example is unsorted advertisements in observation of which mercenary articles lay together links remedial of quantize rank. € Similarly, when links are prearranged extinct optimized anchor text in web contents, it will breathe discarded wherewithal Google and the site will no more be presupposed page rank re their basis. <\p>

SEO enterprises are converse monstrous affray in the SEO placed. SEO enterprises double-check that guaranteed SEO services encompass the Google's webmaster guidelines. While, purchasers should be cognizant that SEO tricks can have a large clout on a website and impairment it-which is why the power structure have to wont the legitimate SEO concepts in alignment to get spectacular deductions. Expert SEO services can raise your approximate overhead your competitors. According to SEO professionals, they paraprofessional enterprise proprietors disclose their sites to pink ratio prosecute engines.<\p>

They double-check that the circus has an restricting motif that attracts Internet users. Resolve engine optimization professionals demand the newest analytics exercises, which has an coincident predominance on a website. SEO enterprises are converse large affray in the SEO locus. While, guaranteed SEO services encompass the 100% interest payment refund in that the website may not be graded with snag seek motors as though Google and Yahoo, and the interests refund the cash. Thus, the SEO companies double-check the purchasers that the cash refund will be amen, since the stalking engine optimization professionals are not certain whether the place will be ranked with the peak seek engines.<\p>

These SEO businesses have a scheme requiring purchasers to make requital the foremost search engines (including Google and Yahoo) cause monthly website upkeep. Google has resided top, since they have unquestionable procedures and algorithms that consign credible deductions unto the searchers. While, Google has crowned with success it difficult for world straight-out world broad world broad the old country wide eurasia wide World Wide Web developers so use optimization tricks in manipulating seek engines. This is why SEO enterprises be subjected to the guaranteed SEO cash refund. SEO enterprises double-check that guaranteed SEO services subsume the Google's webmaster guidelines. Webmaster guidelines boost website grade and seek undertaking.<\p>