5.0.2 What guidelines or rules are used by the Search Engines?
Here is an overview of what rules are used by the search engines for ranking and indexing of web sites. These are not exact rules, they are not posted anywhere online and they change from time to time. But this is a pretty good idea as to what they are looking for.
Pages wanted in site match indexes:
Original and unique content of genuine value
Pages designed primarily for humans, with search engine considerations secondary
Hyperlinks intended to help people find interesting, related content, when applicable
Metadata (including title and description) that accurately describes the contents of a Web page
Good Web design in general
Unfortunately, not all Web pages contain information that is valuable to a user. Some pages are created deliberately to trick the search engine into offering inappropriate, redundant or poor-quality search results; this is often called "spam." They do not want these pages in the indexes.
Pages not wanted in site match indexes:
Some, but not all, examples of the more common types of pages that are not wanted include:
Pages that harm accuracy, diversity or relevance of search results
Pages dedicated to directing the user to another page ("doorway pages")
Pages that have substantially the same content as other pages on the web
Sites with numerous, unnecessary virtual hostnames
Pages in great quantity, automatically generated, with minimal content or of little value
Pages using methods to artificially inflate search engine ranking
Pages with text that is not easily read, e.g., text that is too small or is obscured by the background of the page, or is located in an area of the page not visible to users.
Cloaking or stealth; a technique used by some web sites to deliver one page to a search engine and a different page to all other users
Excessively cross-linking to inflate a site's apparent popularity, including participation in link exchanges or "link farms"
Pages built primarily for search engines or pages with excessive or off-topic keywords
Misuse or inaccurate use of competitor or brand names
Duplication of content, either by submission of multiple pages with same content, submitting the same content from multiple domains, or submitting the same content from multiple hosts
Pages that rely heavily on content or links to content created for another web site, such as affiliate content
Pages that use excessive pop-ups, interfering with user navigation
Pages that seem deceptive, fraudulent or provide a poor user experience (Descriptions that are not relevant to the page content)
Pages that result in a 404 error
Content, domains, titles, metadata or descriptions that (i) violate any applicable law or regulation; (ii) infringes in any manner any copyright, patent, trademark, trade secret or other intellectual property right of any party; (iii) breach any duty toward or rights of any person or entity including, without limitation, rights of publicity or privacy, or have otherwise resulted in any consumer fraud, product liability, tort, breach of contract, injury, damage or harm of any kind to any person or entity; (iv) are false or misleading; and/or (v) are defamatory, libelous, slanderous or threatening.
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