05 Nov 2008

10 Reasons Why Your Website Looks Like Spam

I’m sure you know exactly what the Google Webmaster Guidelines say about spam.  If you’re just playing at this SEO thing, here’s the quick version: don’t trick the search engines with hidden text, hidden links, keyword stuffing, duplicate content, or doorway pages.

Having said that, there are an awful lot of web pages out there that aren’t spam, but certainly give off a spammy vibe.  People like me will notice these things right off the bat, and that’s a bad first impression. Normal web users might not know why a web page like this doesn’t feel right to them, but they may get the sneaking suspicion that maybe it’s not such a reputable business or quality resource, and they’ll look elsewhere for their needs. If your website is one of these websites, your bounce rate is going to be rather high.

So what are the tip offs that set off the “spam” radar? (Even if you’re not actually spamming.)

Exhibit A: You use the default WordPress theme.

It’s not illegal or anything, but using the default WordPress theme shows the sort of laziness generally displayed by MFA spammers with dirty, dirty splogs.  Because they buy up hundreds of domains that do nothing but scrape content and slap on some AdWords, they don’t care what the pages actually look like. In fact, they want to be so unattractive that people want to click on ads just to get away from the ugliness. You’re not a dirty splogger? Congratulate yourself for not being sleazy! Then kick yourself for not taking more pride in your website, and take five minutes to find and install a free WordPress theme that doesn’t suck.

Exhibit B: Too. Many. Ads.

Okay, I can’t fault you for wanting to monetize your website. My own sites are monetized. But seriously, when you have more ads than content, you put the MFA sites to shame. And people like me might be looking extra hard to make sure you have some sort of valuable content that separates you from the real spammers.  It’s a fine line, so you have to be very careful you don’t cross it and actually become a spam site.

Exhibit C: The spammiest-domain-in-the-world.com

You can have a beautiful website that is easy to navigate and is very user friendly, but people may not ever get there if they see you’ve got five keywords in your domain name separated by hyphens. Sure, hyphens are not inherently evil. But too many hyphens makes you look cheap and untrustworthy. And that’s before you even get off the SERP.  Just don’t do it. If the good non-spammy keyword rich domain names are taken, then find a brandable domain name. (Think Zillow. Expedia.)

Exhibit D: Link Pages

You may call it your “resource page.” How many of those are resources are affiliate links or reciprocal links you traded back in 2003?  Link pages tend to be suspect even if you’re really just trying to give your visitors a list of resources for which you receive no form of compensation. It’s really looks better to make your links contextual, interwoven throughout your site content.  If you absolutely must have a link page, you need to be absolutely sure it has real value for your users, relevant to your site content.

Exhibit E: You don’t look “real.”

Do you have an About Us page? Contact page?  Copyright notice? Privacy policy? If you sell stuff, do you have a shopping cart? Customer service information? Shipping info? If you don’t, you look suspiciously like a thin affiliate site.

Exhibit F: Too many redirects.

It’s good to use a redirect when you shake up your site navigation, so that users following otherwise dead incoming links can be led to the new home of the proper landing page.  But have you ever clicked on a link and seen more than three URLs switch out in the address bar before ending up on an actual page? If you’ve moved things around several times, you need to tidy up your redirects, or else people (your competitors, who are going to be trigger happy on the spam report button) might wonder what you were cloaking and hiding on those interim pages that never loaded.

Exhibit F: You bought the .info

It’s unfair, but so many spammers have bought up the .info domains that it’s truly unusual to find a legitimate .info page.  That’s all I have to say about that.

Exhibit G: Your title tags look like <meta name=”keywords”>

Your title tag should be readable.  You can be descriptive without a comma separated list of your targeted keywords. The title tag is what people see on the SERP. Make it user friendly.  A list of keywords is not user friendly.  You look like you have nothing better to offer than a list of keywords, and that’s not good. Pick a keyword phrase or two and put it in sentence form.

Exhibit H: Barely unique content

As the head of the WBP writing team, it makes me sad to see barely unique content out there. The less-evil cousin of the MFA site doesn’t scrape content from other sources. The articles you read there will pass Copyscape. Why?  Because they paid someone (likely overseas) a dollar or two to re-write someone else’s content to become “unique,” even when the resulting rephrasing leads to some awkward reading. So okay, they may pass a cursory plagiarism test, but these sites have a “look,” very similar to the default WP theme sites.

Exhibit I: RSS Feeds

If you have a web page essentially one big blog or news feed, you have the burden of proof that says your feed is valuable to users. If you have ads on that feed, you may not be able to avoid the spam label for scraping. Make sure you add value to the feed by adding some form of narrative or editorial. You need to provide some kind of unique content, or else you’re no better than the sploggers.

Exhibit J: Sales letter sites

You’ve got this AMAZING product with PROVEN results and TRUSTED testimonials. See the pictures of these happy customers?  You have a LIMITED TIME offer to get the SPECIAL price. You use lots of BOLD TEXT in PRETTY COLORS to drive the point home. Users have to scroll down the page for 45 seconds to find the obligatory lead generator contact form where they must provide their email address to LEARN MORE.  Affiliate site?  Legitimate offer? You be the judge, but it sure looks like spam to me.

Comments

  1. Ninjajen November 5, 2008 at 11:31 AM

    Great examples, and totally true, I see far too many of these on a daily basis. I also think a lack of home page content is a major red flag. If you have nothing about your company on your home page, either your terrible at marketing or your not actually selling or providing anything. Also poor usability can make it seem as though you don’t actually WANT people to navigate your site, and that can make you smell like spam too.

  2. Joe Hall November 5, 2008 at 12:25 PM

    Heres a legitimate .info domain: http://www.joehall.info

  3. Darren Slatten November 5, 2008 at 3:33 PM

    Oooh! Oooh! Can I be Exhibit E? [raises hand like a second-grader with the answer]

    Exhibit E: You don’t look “real.”

  4. Tom Schmitz November 5, 2008 at 5:56 PM

    So Lisa, are you saying that iMarketingUSA.com was probably not a good domain name to buy because it reeks of spiced ham breath?

  5. Matt Webb November 5, 2008 at 6:16 PM

    Very very true. Another questionable practice is when your homepage is 10 miles tall with h1 tag sized links repeating through the copy. Like I wanted to read a novel about your incredible [insert wtf ever] that makes you thousands of dollars per second.

    p.s. Tom – that’s not lisa :p

  6. George Bounacos November 5, 2008 at 8:47 PM

    This is a terrific list. I agree with darn near everything, but I’m having trouble with the hyphen. Five = far too many. One? I dunno. I’m torn. I’ve actually moved around that with subdomains as necessary, but it’s certainly not my favorite tactic. I assume the upcoming land rush in domain names will make all that moot though.

    With you a billion percent on darn near everything else although I do like to have our designer create a header and nice look/nav while we use the default template on a WP install. We make some minor CSS mods, but I like the fact that while the grid may look somewhat familiar, the layers are bigger or different sizes and the bylines and permalinks are different too.

  7. November 5, 2008 at 8:47 PM

    This part is very funny which I somehow agree -> “You use the default WordPress theme” :-D

  8. November 5, 2008 at 9:53 PM

    Hey, I don’t use default wp theme. I always edit premium themes CSS by downloading CSS template.

  9. Robert November 5, 2008 at 11:45 PM

    Exhibit J: My fave! And now they all have video embedded. I mean WTF, they go on for ages and never end up loading fully.

    Exhibit F: That’s kind of like phoning Telkom in SA, nobody can help you and you get passed from pillar to post (eventually nobdy can help you anyway). It pisses me off… and no doubt it will do the same to bots and real human visitors too.

  10. Clare November 6, 2008 at 2:32 AM

    Oh so true – but it’s surprising how many sites fitting some of these exhibits rank in the top 5 spots for certain keywords.

  11. J. O. November 6, 2008 at 5:42 AM

    Great article!
    I would add: no outgoing links or linking only to one specific domain.

  12. Jack November 6, 2008 at 7:29 AM

    Really good roundup. Of course, there are some really big sites out there that fit the examples perfectly. I can think of two run by some major names in internet marketing (the sites start with M and S respectively!).

  13. john santangelo November 6, 2008 at 8:48 AM

    use of the wordpress snapshots plugin

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    […] lists 10 reasons why your website looks like spam. I’m sure that stuffing "free cialis" into every nook and cranny of your site […]

  18. Vijay November 8, 2008 at 1:30 AM

    You have lookedup on various aspects. Nice compilation

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  21. Serg November 9, 2008 at 1:00 PM

    M-m-m… 10 or 11?

  22. Jaf November 11, 2008 at 6:18 AM

    much appreciated, it gives a lot of information to newbies and settle their plan to run a new blog…… 10/10 :-}}}

  23. Pankaj November 12, 2008 at 6:51 AM

    And the writer has given 11 points instead of 10. One as a bonus for reading this wonderful piece of writing….:)

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    […] lists 10 reasons why your website looks like spam. I’m sure that stuffing "free cialis" into every nook and cranny of your site […]

  25. QualityGal November 18, 2008 at 2:22 PM

    I’m still counting 10. How are you guys coming up with 11? Oh wait… I have two instances of Exhibit F. *facepalm*

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  27. Marcel Feenstra December 1, 2008 at 2:18 AM

    Like Joe Hall, I have what I think is a *very* legitimate .info (http://www.voorbeginners.info/), but unlike Joe, I didn’t use it because the .com was “taken” (I actually own the .com as well, and redirect it to the .info).

    The real reason I went with that particular TLD (in 2002, mind you) was that I considered it the “appropriate” choice for information-laden sites… Silly me! ;-)

  28. Maxstepper December 3, 2008 at 1:49 PM

    Add to my Bookmarks :)

  29. monkeymeat December 14, 2008 at 11:57 AM

    Ewwwww, nice one, QualityGal!

    I’m an IM virgin, who still hasn’t got affiliates, a finished website (complete with the accessories you mentioned above), or a blog or anything else.

    I don’t want to be some trash site, because I’m pretty sensitive to them – even though I can’t read a line of HTML.

    If it’s so hard to fly under the radar of the search engines, and people resort to some of the above mentioned tactics, it kinda makes me wonder why more just don’t offer some original, valued content to begin with.

    But like I said, I’m a beginner and I ain’t made a dime yet.
    I’ll probably change my view once I owe Google five hundred bucks for a non-productive ad bill.

  30. john michaels January 21, 2012 at 6:09 PM

    It was a good read. Informative. The fact of the matter is really good websites sometimes don’t make money and really bad spammy websites make a lot of money. That is probably why there are so many spammy websites… It’s frustrating.

  31. Andrew Singer January 26, 2013 at 3:52 PM

    Lately for me it has been “overly intelligently” written articles that actually make no sense whatsoever.

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