You may recall back at SMX Seattle earlier this year, Google’s Matt Cutts talked at length about paid links. He touched upon the topic of Google being able to read javascript after giving out advice for so long to use javascript as a way to keep Google from reading paid links.

When asked about this, Matt said Googlebot had gotten smarter. He noted that Google began changing its messaging on the subject around 2007-2008 to stop mentioning javascript but to nofollow or do a redirect through a URL which is blocked through robots.txt.

Cutts noted that even on the onclick in javascript, the crawl and indexing team had submitted code so that it would respect a rel="nofollow". So you can put a rel="nofollow" attribute on a link that’s running in javascript, and more often than not, Google will make sure it doesn’t flow pagerank even if they’re executing the javascript.

Cutts did say, however, that if you want to be completely safe, to nofollow or link through things that are blocked.

Cutts revisited the topic in a recent upload to the Google Webmaster Central YouTube channel, in response to the following user question:

Now that Google can crawl JavaScript links, what is going to happen with all those paid links that were behind JavScript code? Will Google start penalizing them?

Matt reiterated that Google has gotten better at crawling javascript, and that URLs you put into javascript that you didn’t think would be crawled, might now possibly be crawled and indexed. He says the vast majority of people who do javascript links are ad networks and that Google handles these very well.

He then reiterated the use of nofollow, even within the javascript code, and the use of robots.txt to block out URls, and redirects.

"We find that the vast majority of paid links are typically not done with javascript," says Cutts. "They’re typically completely straight text links. so that’s where we’ve been spending the vast majority of our time."

Cutts says that Google is not currently penalizing paid javascript links, but they may start looking down the line. He says it hasn’t been a big issue at all in his experience though.

"If you’re selling text links, just make sure they don’t flow page rank and they don’t effect search engines," he says.

While Google’s Matt Cutts has certainly provided a wealth of helpful tips via the company’s Webmaster Central YouTube channel, he is not the only one to do so. Greg Grothaus of the Search Quality Team has posted a video (along with a presentation on the Webmaster Central Blog) covering duplicate content and multiple site issues that webmasters continue to face when trying to rank well in Google.

Greg begins by clearing up a popular myth about duplicate content, and that is that Google penalizes sites for having duplicate content. This is not the case. That’s not to say that duplicate content can’t have a negative impact on your rankings, but Google itself is not penalizing you for it.

Have you believed that Google penalizes sites for having duplicate content? Comment here.

Greg says people see messages like the one below and think their content is getting omitted from Google’s results, when in fact it really may just be being omitted for that particular query. Greg stresses that duplicate content is simply a factor on a "by query" basis.

"What’s actually happening, is that we’re looking at the query that the user’s doing, and we’re saying that we want diversity in the results we’re going to show a user," says Grothaus. He says those who think their content is being omitted because it is duplicate, will likely find that if they adjust their query to more specifically reflect the missing piece, they may just find that it shows up in results after all.

Google recognizes that most duplicate content is not created to be deceptive. There are of course exceptions, which are considered spam. Grothaus says even spam sites aren’t being penalized for having duplicate content though. They’re being penalized for being spam. Just like some spammers use bold tags, he says. They don’t penalize people just for using them. And they don’t penalize people just for having duplicate content.

Duplicate Content:

• example.com/
• example.com/?
• example.com/index.html
• example.com/Home.aspx
• www.example.com/ 
• www.example.com/?
• www.example.com/index.html
• www.example.com/Home.aspx

The above list from Grothaus’s presentation shows examples of URLs that are different, but show the same content. Google will recognize that they’re the same, and will try to pick the right one, (although sometimes they pick the wrong one). Greg says Webmasters are the best people to know which one is best, so it helps to only use one.

You will not be penalized for using more than one, but there are some issues that can arise that may negatively affect your rankings. For one, your link popularity will be diluted. Backlinks pointing to several different URL versions of the same content, will make it harder to accumulate link juice for one URL. Greg says that user-unfriendly URLs in search results may offset branding efforts and decrease usability as well. Plus, with multiple versions of the same thing, Google will spend more time crawling the same content, meaning it will have less time to go deeper into your site, and you run the risk of having content not get indexed.

Fixing the Issues

To avoid such issues, Grothaus suggests using a "canonical" version of the URL, meaning the simplest, most significant form. He says to pick one for each page and link consistently within your site. You can also use the rel="canonical" link element as explained by Matt Cutts in the following clip:

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Rules for rel="canonical"

There are rules for the rel="canonical" link element to consider. For one, it should be used between pages that are on the same domain. It works across different hosts. For example, blog.webpronews.com could suggest www.webpronews.com as a canonical URL, but it doesn’t work across domains. So www.webpronews.com couldn’t suggest www.smallbusinessnewz.com.

You can use the element for protocols, such as http:// vs. https://, and you can use it for ports. Pages don’t have to be identical, but they should be similar. Slight differences are ok. You don’t have to use the rel="canonical" link element. It is just another option, or "another tool in your arsenal," as Grothaus says.

Another option is to make all non-canonical URLs do a permanent (301) redirect to the canonical (or preferred) URL. In addition, in Google’s Webmaster Tools, you can specify www. vs. non-www. 301 redirects are commonly used when moving sites.

Multiple Domains

Lastly, Grothaus discusses multiple domains. This is in reference to when you have content for different audiences, such as by country, language, etc.

There are concerns here. You have to consider your reputation being distributed across multiple domains, and Google will only show what it perceives to be the best page for a particular query.

One interesting factor of this to also consider, that may often go overlooked, is that with multiple domains, you’re potentially losing the advantage Google’s tabbed user interface. You know how sometimes search results are expandable and point you to different links within the site? If your content is spread out across multiple domains, you may be missing extra clicks, because Google can’t link to another domain here.

Grothaus explains all of the above and elaborates on each point in the following fifteen -minute video. The information is based on his presentation from the recent Search Engine Strategies conference in San Jose.

See our own interview from SES with Grothaus here as well:

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Google has added a new way for webmasters to tell it which parameters in URLS, they wish to be ignored. They have added a new feature to Google Webmaster Tools called simply, "Parameter Handling." Google provides the following explanation with the feature:

Dynamic parameters (for example, session IDs, source, or language) in your URLs can result in many different URLs all pointing to essentially the same content. For example, http://www.example.com/dresses?sid=12395923 might point to the same content as http://www.example.com/dresses. You can specify whether you want Google to ignore up to 15 specific parameters in your URL. This can result in more efficient crawling and fewer duplicate URLs, while helping to ensure that the information you need is preserved. (Note: While Google takes suggestions into account, we don’t guarantee that we’ll follow them in every case.)

The feature is yet another option webmasters can use when trying to eliminate duplicate content issues, which as we all know can be harmful to rankings, even though Google says it’s not a penalty. Either way, eliminating duplicate content when possible is likely to be in your best interest.

To use the feature, just go to Google Webmaster Tools, click on site configuration, and settings. There you will find the "parameter handling" option.

Barry Schwartz at Search Engine Roundtable notes that Yahoo has had a similar feature for quite some time, which it calls the "Dynamic URLs" feature. Ex-Googler Vanessa Fox has a very informative piece on the topic of URL parameters available here.

As you’re probably aware, the plan for the deal between Microsoft and Yahoo that dominated many of the headlines this summer, is for Bing to take over Yahoo search, in terms of algorithmic ranking. Basically, Bing will handle the back-end, while Yahoo will handle the front-end design of the new Yahoo Search. That should be happening next year sometime. Are you ready for Yahoo’s switch to Bing? Share your thoughts.

With Bing taking over Yahoo Search, webmasters are going to need to evaluate their need to address their own sites with regards to optimizing for Bing. While optimizing for Bing is generally a good idea anyway, those who see a good deal of traffic from Yahoo Search, are going to want to give this some special attention.

Presumably, it doesn’t matter if you rank well in Yahoo now, if you don’t rank well in Bing. At least it won’t matter when the change comes. If you’re ranked number 1 in Yahoo, but you’re on the 7th page in Bing, you’ve got some work to do.

iCrossing Search Strategist David Shapiro gave some good advice in a recent blog post. To summarize, he said if Yahoo is driving a significant amount of traffic to your site, you need to determine what keywords you rank well for in Yahoo, but not in Bing, and before next year, you need to work on raising these rankings. He also said you need to determine which Yahoo terms you rank 6-10 for that may return "Quick Tabs". 

"With the way Bing displays search results for these queries, ranking 6-10 is significantly less valuable," says Shapiro. "Bing returns the top five results for the primary keyword you entered, then displays the top three results for up to five related terms, providing a list of 20 possible listings for the user to select."

"If you currently rank 6-10 for any of these keywords you should work on building links to move up into the top five, and focus on achieving top three results for the terms that Bing has chosen for the Quick Tabs, especially considering these terms are more targeted and likely convert better," he adds. 

There are differences between Google and Bing, but Microsoft’s stance on SEO isn’t all that different than Google’s. There are different algorithms at play, but both like quality, relevant links and good content. In fact, if you’ve optimized for Live Search in the past, you should be happy to know that Bing’s not that different from that either.

"There have been no major changes to the MSNBot crawler during the upgrade to Bing," Microsoft says in a Bing white paper (pdf) for webmasters. "However, the Bing team is continuously refining and improving our crawling and indexing abilities. Note that the bot name hasn’t changed. It will still show up in the web server access logs as MSNBot."

Do yourself a favor and read that white paper. As Shapiro says, you would also do well to make sure your sites are listed with Bing Webmaster Tools. He also suggests that in some cases, it may be a good idea to increase your paid budget, just to circumvent any lost organic traffic in the transition period.

There is a good chance you are getting a lot more traffic from Google than from Yahoo, so if that’s the case, luckily you still have that going for you. In addition, social networks like Twitter and Facebook (not to mention blogs) are driving a lot of traffic to websites as well.

Read this for more tips on optimizing for Bing. On a semi-related note, you may also find this article on getting more traffic from Bing’s Image Search useful.

Are you concerned about losing Yahoo traffic once it switches to Bing? Tell us.

Google wants webmasters who offer video content to be able to get their videos displayed in search results more easily. The company has announced that that it now supports Facebook Share and Yahoo SearchMonkey RDFa, which are both markup formats that allow webmasters to specify information that is important to video indexing.

"While we’ve become smarter at discovering this information on our own, we’d certainly appreciate some hints directly from webmasters," says Google’s Michael Cohen, Product Manager for the Video Search Team.

The formats cater to simple things like titles and descriptions within the HTML of a video page. Google by the way also suggests that webmasters make their markup on video pages appear in the HTML without the execution of JavaScript or Flash.

On top of supporting the aforementioned formats, Google has also kicked off a series of Webmaster Central Blog posts, which are aimed at giving tips to get your videos indexed. One subject they have already discussed is the submission of video sitemaps.

Webmasters can submit their video sitemaps to Google via Webmaster Tools. The video sitemap uses the Sitemap protocol, but it also has additional video-specific tags. The details on how to create a video sitemap are explained here.

Keep an eye the Webmaster Central Blog for further tips in the near future. You can see what Facebook Share and Yahoo SearchMonkey RDFa look like here.

I thought that one of the more interesting topics addressed at Search Engine Strategies San Jose a while back was that of SEO and the publishing industry. This is an industry seemingly at war with entities like Google (at least partially), even though there are clearly measures publishers could take, which would make Google and Google News in particular work to their advantage.

Have you had success ranking in Google News? Comment.

Google News is a very useful resource to online news seekers. It seems to get more and more useful as time goes on. For example, they just started incorporating real-time search suggestions into news queries. Publishers should embrace such a tool (Google News) that users themselves embrace, and can ultimately gain them more traffic.

This week, Google has shared some insight into search engine optimization practices for news search. Publishers could learn a lot from the following video.

In addition to the video, Google’s Maile Ohye answered a couple of questions about Google News SEO on the Google News blog. For one, she says that adding a city to the title of the publication will not help publishers target their local audience, because Google extracts geography and location information from the articles themselves.

"Changing your name to include relevant keywords or adding a local address in your footer won’t help you target a specific audience in our News rankings," she says.

She also says that Google only wants recently added URLs in publishers’ News Sitemaps, because they direct Googlebot to the publishers’ breaking information. "If you include older URLs, no worries (there’s no penalty unless you’re perceived as maliciously spamming — this case would be rare, so again, no worries); we just won’t include those URLs in our next News crawl," says Ohye.

A few weeks ago, a patent was granted to Google for "systems and method for improving the ranking of news articles." The patent was originally filed way back in 2003, so there is no question that some of the details have changed, but within it there are a number of factors highlighted, some of which may be ranking factors Google News considers.

In one "implementation consistent with the principles of the invention," here are some factors that are mentioned:

    – a number of articles produced by the news source during a first time period

    – an average length of an article produced by the news source

    – an amount of important coverage that the news source produces in a second time period

    – a breaking news score

    – an amount of network traffic to the news source

    – a human opinion of the news source

    – circulation statistics of the news source

    – a size of a staff associated with the news source

    – a number of bureaus associated with the news source

    – a number of original named entities in a group of articles associated with the news source

    – a breadth of coverage by the news source

    – a number of different countries from which network traffic to the news source originates

    – the writing style used by the news source

A couple months ago, Google posted a Google News publisher FAQ page. That answers questions like:

- Can I suggest my personal website for inclusion in Google News?

- What requirements do I have to meet in order to be included in Google News?

- My website was accepted in Google News a few days ago, but I still can’t find my articles. Is something wrong?

- Why aren’t my images showing up in Google News?

- Why do all my articles have a strange title in Google News, like "Share this" or "By Jane Q. Journalist"?

- What is the "unique number" or "3 digit" rule?

- Should I submit a News sitemap?

- Why can’t I see the option to submit a News sitemap in Webmaster Tools?

- Once I’ve submitted a News sitemap, do I have to resubmit it each time I publish a new article?

- If I submit a News sitemap, will Google News stop crawling my regular section pages?

- How often does Google News crawl my News sitemap? In Webmaster Tools, it appears to be crawled only once per day.

- Why have my articles stopped appearing in Google News, even though they’ve been showing up previously?

The moral of the story is that there are a lot of things you can look at if you are serious about getting traffic from Google News, whether you are already being picked up or not. The best part is that most of it is straight from Google itself.

More tips from Search Engine Strategies can be found here. 

Have tips of your own? Share them here.

There is a scam going on inside of Google search results called Google Cash, aka: Google Money Tree, aka: Google Treasure Chest. This is where alleged scammers misrepresent themselves as being affiliated with Google, and advertise a low-cast kit, which would enable people to make money.

Now SEO professionals are teaming up to try and influence natural search results that would ordinarily bring up links to these scammers, to instead include articles warning of its existence. This is being referred to as "White Knight SEO." (HT: Matt McGee)

Google knows about the scammers, and has even posted warnings about them to their company blog, but some wonder why they they are still letting advertisers target keywords like "Google Cash." These ads may not be scams, but it certainly creates some confusion.

"I am more than a little surprised by those defending Googles (lack) of action here. How hard would it be for Google to prevent ads from showing on the keyword ‘Google Money Tree’ or ‘Google Cash?’" asks Jonah Stein, (who coined the term "White Knight SEO") in a comment at Search Engine Land. He has written about the topic in Google’s Cash Cow – Scam Advertising & Profits, as have David Rodnitzky in Alert – Google Cash Scam and Johnathan Hochman in Google Turns Blind Eye to Scam Ads.

It looks like the "White Knights" have prevailed though, because the organic results all appear to be in reference to Google Cash as a scam. As McGee points out, usually Google doesn’t like these organized efforts to influence results, but perhaps considering the cause, they will let this one slide.

In a previous article, we discussed why and how to rank in image searches. The article was based on discussion from the recent Search Engine Strategies conference in San Jose. Bing’s Todd Schwartz was part of that discussion, and he has now shared additional insight into Bing’s image search.

Sidenote: WebProNews has just uploaded an interview with Google’s R.J. Pittman, who discusses Google Image Search optimiziation.

"Behavioral data shows that consumers engage deeply in Image Search tasks, with nearly double the page views per query on average as we see in the more text-centric core search experience," says Schwartz. "Looking at the consumer research, our analyses show that images on a traditional search results page are a big driver of consumer satisfaction, especially for task related queries like buying products, catching up on celebrity gossip, or planning a trip."

"This is one reason why we are seeing images both on the main search results page and within the Image Search verticals," he adds.

A study from Microsoft found that consumers can process results with images 30% faster than results with text only. This data highlights why image search optimization should be of concern to webmasters. In theory, the more you can control your presence in relevant image results, the more traffic you are likely to get.

Schwartz shared some recommendations for image search optimization from Bing’s top image developer:

- Name image files appropriately – For improved relevance, make sure that the file name describes the image appropriately.

- Alternative image text (alt text) matters – For increased optimization, make sure photos are properly described with alternative text tags, and ensure that test within any images is also

- Watch frame breaking – Sites that attempt to break frames make it more difficult for the image to display correctly within search.  Make sure you’re testing your site against the search engines.

Of course Bing is just one piece of the search market puzzle, and not the biggest piece by any stretch of the imagination, but the search engine’s presence is being felt, and it is growing. If that Micosoft Yahoo deal goes through, it will grow very significantly, when Bing results start appearing in Yahoo searches. It still won’t be getting Google’s share, but it will be much more significant.

For more tips on being found in image searches (on both Bing and Google) read this article. For more on being found in Google’s Image search as well as various other Google search engines, check this one out.