Google and Bing are two of the biggest search engines (or as I like to put it, gods, if you will) which SEO experts bow down to and try to please (and maybe even trick?) and what they say about how we can please them has been subject to so many interpretations. So let’s take a step back and take a look at what these two search engines recommend for websites to rank well. This is a very basic article that can help give that needed general perspective that new SEOs need and old SEO might need reminding.


Looking at what complicated search engine algorithms is a mind blowing experience. So what do we really know for sure right now? Google and Bing don’t really give away their secrets do they? And so many things have already been said by Matt Cutts, for example, but what has really been said? Most of the time, it feels like he is saying the same things really. And these can be boiled down to these few general principles or website best practices:


What Google Wants:


–          Do not go for duplicitous techniques that hide content from audience and make it visible ONLY to the bots (say for example, the old-school invisible white texts stuffed with keywords).

–          Be sure that title tag code elements and ALT attributes true and explanatory.

–          Make a website with page link structure that has a clear chain of importance. These pages should all be reachable through a link static text link.

–          For contents that are duplicate copies, use 301 redirects.

–          Your website URLs should be useful or easy to remember as well as straightforward.

–          Make content that is very functional or at least has some value for the internet users. Sites full of good information that is written clearly (no grammar errors) should abound.

–          At least one URL linked to a document should be via rel=”canonical”

–          Design your website, keeping in mind that it should be made chiefly for its internet audience and not for Google spiders.


What Bing Wants:


–          Your URL architecture should be both clutter free and rich in keywords.

–          Avoid getting your website content text obscured within Java, Jax, Flash, and other rich media elements that really make it hard for crawlers to find the links within.

–          Make sure your content is well researched, accurate, and has enough useful words which your audience will most likely type in Search Engines to find your site.

–          A regular flow of new and useful content should be seen.

–          Keywords should be visible in text form so avoid using your brand name for example in picture logos that crawlers won’t be able to see.


There you have it, straight from the horses’ mouths. These are what Google and Bing directly tells us to follow in order for our websites to rank in them. Of course the story is not as simple as that, but these key principles should always be remembered for the sake of perspective.