Internet Business Promoter – IBP – Suite of Search Engine Optimisation Tools
Internet Business Promoter is a suite of programs designed to assist website owners to achieve top positioning on a preferred search engine for target keywords. Whilst it provides a daunting quantity of information, we must ask how helpful this information is. In this review we will take a look at some of its plus and minus points.
Top 10 Optimization Report
When the author began to look at SEO, the IBP report on his pages shed light on the main factors involved in positioning on Google. It provided guidance on how to improve the content and coding elements of webpages so that they would be more likely to achieve top page positioning on search engine results pages.
Experience with use of IBP for many targeted keywords, however, was that it failed to deliver top page positioning. In this review, I am going to look at the keyword ‘London solicitors’ for Google.co.uk. The webpage in position 40 for this keyword was used as the page to be improved. IBP provided a report of more than 12,000 words with a vast amount of data and many recommendations. We will look at some of these and explain why the program has only limited benefits.
IBP recognises the importance of including target keywords in the page title. It advised that I should use the search term “solicitors London” at least once. In fact the page title includes London solicitors and none of the top pages have ‘solicitors London’ in their page titles – just the words in the keyword.
IBP discusses the Age of a web site as being important but this is not the case. (http://evidence-based-seo.com/domain-age/).
Social Media – IBP states that “…search engines might trust web sites more if they are popular on social networks.” Google spokesman Matt Cutts has explained that Social Media might bring in more visitors and perhaps some of them will provide a link but there is no suggestion that Social Media has any direct benefit. (http://evidence-based-seo.com/social-media-and-seo/ ).
IBP provides information on keyword density – the number of times the keyword occurs per hundred words. The IBP report presents keyword density for the page title and body text for the complete keyword phrase and the individual words in the keyword phrase. Typically, IBP looks at the range for these keyword densities in the top 10 webpages and recommends that your webpage should be within this range. Matt Cutts, on behalf of Google, tells us that there is no perfect keyword density. The first time the keyword is mentioned that is fine. The second time might add a little more to confirm that this is the subject of the page but after a while repetitions of the keyword provide no benefit. Indeed, if you overplay the use of the keyword it can be regarded as “keyword stuffing” and this could be counter-productive. (Matt Cutts Video – http://www.youtube.com/watch?v=Rk4qgQdp2UA.
The first few time you mention a word, Google takes notice but after a while using the same word has no additional benefit. If you use it too much you are in danger of keyword stuffing and this can be counter-productive. If you overuse the keyword and it does not read well then this will drop the positioning.
There is no hard and fast rule on keyword density. Do not buy keyword density software.
IBP tells us “The number of trailing slashes (/) in the URL indicates where a web page falls in a site’s overall hierarchy. If the URL contains many trailing slashes, meaning it is placed in a sub-sub-directory, then the webmaster does not seem to think that the page is important in relation to the other pages.”
This is incorrect.
In response to the question “Does ‘www.domain.com/keyword’
give much higher rankings on ‘keyword’ than www.domain.com/blabla/blabla/keyword? Matt Cutts, on behalf of Google answered that there is virtually no difference. Think about things in terms of PageRank. Usually the Root Page (HomePage) has the most PageRank. That’s where everybody is linking to. Matt Cutts Sept 2010
Furthermore, in responding to a question on PageRank sculpting, Matt Cutts emphasises that the more important webpages should have direct links from the HomePage. It is the link structure from page to page that matters and not the number of slashes (directories and subdirectories.) Matt Cutts May 2009
Validation HTML and CSS
IBP tells us that “Web pages are written in special languages called HTML and CSS. If there are errors in the HTML code of your web page, then search engines might not be able to read everything of your web page. You should also check the CSS code of your web page (see link below).” And then provides us with validation errors that need to be corrected to improve ranking.
Whilst it is commendable to provide excellent coding, validation does not boost rankings and the reason is that the vast majority of pages on the web do not validate. Matt Cutts GoogleWebmasterHelp Video Sept 2009
Number of words in the body text
IBP provides the range of words in the body text of the top 10 pages for a keyword and recommends that your webpage should be within the range. IBP is suggesting that the search engines have specific criteria for each keyword and by reverse engineering, you can determine the range for each keyword. There is no evidence to this effect. The fact that you have 400 words and your top competitors have between 500 and 1000 does not mean that you need to ‘correct’ this or if you have 700 words for another keyword and your competitors have between 300 and 450 that this time you need to shorten your page to 400 words.
Number of Backlinks
To its credit, IBP looks at backlinks but on the negative side the information provided is inadequate. It measures how many web pages link to your website domain according to the data providers Alexa.com and SEOprofiler.com. IBP correctly advises that the data it offers is the raw number of linking web pages which is not as important as the quality of the web pages that link to your site.
It is the total value of incoming links to the specific webpage and to the website that matter and IBP does not address these in adequate detail.
Positioning on Google is largely dependent on total page reputation which is dependent on the incoming links to your webpage and website. IBP provides a sophisticated reciprocal link building program. It finds email addresses of the owners of webpages whom it suggests might be agreeable to exchanging links.
Reciprocal linking has been around for more than a decade but those with experience with SEO will know that it has become a waste of time. It takes time to send the emails, to place the links on your webpages and to check that the other party has reciprocated. As reciprocal linking has become useless, so the amount of emailing you do increases to obtain even one link partner.
Matt Cutts, on behalf of Google, explained that four-way, five way or even six-way links are against Google guidelines and should be avoided.
Total Webpage Reputation
Webpage positioning on Google depends on relevance and reputation. You would be doing well to emulate the relevance of your webpage to the level of your top competitors and the concept that you will achieve top page positioning for a keyword by improving relevance alone is misleading.
Total webpage reputation of your webpage and the total webpage reputations of your top competing webpages for keywords will determine whether your webpage will reach the top page of Google. IBP provides inadequate evaluation of reputation.
Overview of IBP Internet Business Promoter
For the beginner, IBP offers a check that you have made sensible use of important areas of your webpage including the Page title, header tags and use of keywords in the body text.
The Page Title of the IBP HomePage includes ‘Search Engine Optimization Software’. Their advertisements reassure you that if you follow their recommendations and achieve 100% scores for your target keywords, you will achieve top page positioning or your money back – guaranteed. In practice 100% scores are impossible to achieve. I checked for top page positioning for “Search Engine Optimization Software” and IBP achieved 68%.
IBP offers misleading advice on several issues including keyword density, ideal length of a webpage, webpage hierarchy and reciprocal linking.