From: Bob M.

Dear Jill,

Thanks for your great newsletter. It's one of the few, perhaps the only one, of the many newsletters that I subscribe to that I find regularly informative and useful. I especially enjoy your informative rants, so perhaps I'll supply justification for you to climb up on your soapbox and wax eloquent.

I'm relatively new to search engine optimization. Earlier this year, when I knew less than I do now, and at the request of upper management, I submitted our site (already listed) to Google under a different URL. I was wary of this strategy at the time, and have become more so the more I have learned.

I'm not surprised that a search of Google for the alias URL produces no results. But I'm also concerned whether Google may have taken punitive action regarding our existing, established site/URL. One pretty good hint is that one keyword that had produced a #4 Google rank last November now shows nothing for us in the first 20 pages.

Two other bits of information complicate drawing any causal inference: first, we completely redesigned the site in February this year. (I've been careful to make the content keyword rich and appropriate.) Second, I know Google gets search results from Open Directory in addition to the information gained from their own crawlers. Open's volunteer editor policy means the updated information we sent them in February has yet to show up in our listing with them (or, for that matter, in Google's). Nonetheless, our keyword ranks in Open are very good, in stark contrast to Google's.

My primary questions are whether our Google rankings are being suppressed in response to our misguided attempt at a duplicate listing, and, if so, how we can atone for our sins and restore our
good standing with them.

Thanks for your weekly information in general, and any help in particular.

Bob

++Jill's Response++

(Note: Bob didn't want his site to be mentioned in the newsletter for obvious reasons, but it was supplied in his original email.)

When I get these kinds of questions, the first thing I do is check the site with my Google Toolbar turned on, so I can see if the PageRank graph is grayed out or at zero. If Google has imposed a penalty on a site, it's usually evident by looking at the PageRank. (For more info on PageRank and the Google Toolbar, please read my PageRank Summary here: <http://www.rankwrite.com/archives/issue070.htm#seo>. Gee...lots of Rank Write references today!)

So I plugged Bob's site into IE and saw that it had a respectable PageRank of 5, which indicates that there's no penalty involved. Next, I checked Google's cache of the page to see if they were showing a blank page, or something other than the current site. Strangely enough, Google had no record of the page in its cache. So I checked the backward links, because usually if it's not in the cache, there will also be no backward links. However, there were *a lot* of backward links. So things seemed stranger by the minute. The site was indeed listed in DMOZ as Bob had stated, and also in Yahoo!. It's got backward links and a good PageRank, so what could be the problem?

It seemed to me that for some reason Google must not have been able to spider the site. My first thought was that the server may have been down when the Googlebot came a-crawlin'. But then something else hit me. Perhaps Googlebot *couldn't* spider the site. Perhaps it was excluded from crawling the site through the robots.txt file.

For those who don't know what this is, it's a simple text file that you can put on your server to exclude search engine crawlers from accessing certain pages or directories of your site. For instance, if you have password-protected directories on your site with info that you don't want the general public to get their hands on, you might exclude crawlers using this file. (For more information on this, please see: <http://www.robotstxt.org/>.)

So the next thing I needed to do was check out Bob's robots.txt file. (To do that, you simply type in the domain name followed by "/robots.txt" into your browser, e.g., bobsdomain.com/robots.txt.)

Here's what I found there:

User-agent: *
Disallow: /
Disallow: /Admin
Disallow: /Appraisal
Disallow: /Content
Disallow: /Custom
Disallow: /Images
Disallow: /Logon

Aha! There was the answer I suspected! Someone in Bob's organization had put up a robots.txt file that excluded ALL search engines from indexing ALL parts of his site! (To be sure I was reading the file correctly, I checked with a techie friend, who confirmed my suspicions.)

The moral of this story is that if your site is not showing up in any given engine, the chances are that you are *not* banned. It's actually very, very rare for engines to ban or penalize sites. You have to be doing some pretty nasty things for that to happen. It's extremely rare to be banned by mistake or simply because you did something that you didn't know would be considered spam. Those that get banned for real almost always know *exactly* what they did wrong.

So don't just assume that you're banned if your site is missing. Do some detective work and find out the real reason, then fix it! I've seen other instances where the problem had to do with misconfigured servers and IPs and other things like that. Sometimes it's as simple as your site being down when the bot tried to visit it. Just remember that you're probably *not* banned. If you think you did something that the engine might consider spam, then fix it and wait for the next crawl.

If you never do anything even remotely shady, you won't have to worry, now will you?