The following critical steps are necessary for effective Natural SEO keyword selection:

Step 1: Search Volume

The easiest metric to assess in an SEO campaign is search volume.  Basically, you are looking for the total number of searches that are conducted each month for a given keyword in the major search engines.  There are several free tools available, such as Google’s AdWords keyword tool and search-based keyword tool, as well as Wordtracker’s free keyword suggestion tool. Simply enter each phrase in to these tools to discover how many searches have been conducted on the keywords in the past thirty days. This extremely valuable information identifies the popularity of each keyword selection.

Step 2: Search Phrase Relevancy

The next step, search phrase relevancy, involves assigning a subjective score to help you decide which keywords to use for your optimization efforts. Obviously, you don’t want to spend time optimizing your site around search terms that are not relevant to your products, services, or content. From your list of most popular search terms generated in Step 1, you will need to assign a subjective relevancy score to each phrase. I prefer to assign a relevancy percentage to each term. Branded terms are (of course) 100% relevant, whereas general terms are less relevant. Using our company as an example, the search term ‘EngineWorks’ would be 100% relevant, ‘Portland Search Marketing’ would be 90% relevant, and ‘Marketing’ would be 30% relevant.

Step 3: Competitiveness

Finally, you need to determine the competitiveness of your terms by searching for each phrase in Google, Yahoo!, and Bing. Through this process, you will be able to discover the total number of results in each engine for each phrase. In general, the higher the number of results for a given phrase; the more competitive the search term. It is more than likely that it will be difficult to achieve prominent Natural search listings for highly competitive terms. However, if your domain is well established (i.e., it has been around for a while, and has significant inbound links), you may want to go after more competitive search terms. If your site is brand new, you may want to concentrate on less competitive, more specific search terms.

Bonus Step: Trending

Another useful step when selecting keywords for SEO is to take a look at your seasonal keywords and trending data. Does your site have distinct seasonal trends, such as a calendar of events? If so, it may benefit from prominent rankings for keywords that happen to be related to these trends in the news or online. For example, if you are in the resort and hospitality space, keywords focused on major events such as a golf tournament might be used for effective ranking within the major engines.

Bottom Line

As you can see, keyword selection for SEO may not be overly complex. However, it does take time, tools, and a combination of analytics and creativity to be successful. Remember, your best results happen through effective evaluation of your keywords based on your success metrics and overall online marketing goals. Therefore, always implement the proven multi-step process above to ensure that you are targeting your most efficacious Natural search terms.

The EngineWorks blog bracket seeding was based upon traffic, popularity, and our own internal bias. The seeding for the bracket is as follows:

Now, let’s get down to the match-ups!

First Round

eMarketer vs. Neopoleon.com

eMarketer ensures there will be no Cinderella coming from the East as they win the 6 vs. 3 match-up against Neopoleon.com. Rory, of Neopoleon.com, is a great source of entertainment and marketing insight, but from a sheer information basis, eMarketer wins this match-up easily. eMarketer’s daily posts and newsletters bring their game day-in and day-out. eMarketers article on Search Marketing Spending and Trends is a perfect example of their insight.

Winner: eMarketer

Search & Social vs. SEOmoz

When Search & Social puts stuff out there, it’s always worth a read. Search & Social has some pretty cool YouTube videos up, and I love his laidback approach. His speculative article on the future of search even earned him 70 Sphinns. But in the end, SEOmoz tramples the bottom seed in this bracket, just like the fellow #1 UCONN Mens’ BBall team did early in the NCAA tournament.

Winner: SEOmoz

Chris Brogan vs. Social Media Explorer

In potentially the toughest match-up of the East region, Jason Falls and Social Media Explorer pulls-off the narrow upset over the traditional powerhouse Chris Brogan. When you combine Social Media Explorer TV, and Jason’s daily blog posts, the value is at least equal to Chris Brogan. Throw in the fact that video is starting to become more mainstream, as Jason displayed in his interview with Katie Paine, and you have an unbeatable combination. The Social Media Explorer wins by virtue of coolness over his opponent Chris Brogan.

Winner: Social Media Explorer

Vanessa Fox vs. Top Rank Blog

History has shown that the 5 seed typically has the best chance of creating an upset in the first round. Vanessa Fox ensures this trend continues. Vanessa gets double credit for her SEO blog at Nine By Blue and her development blog at Jane And Robot. Her Podcast ‘Office Hours’ is also worth an iTunes subscription. Vanessa’s all-around game earns her a trip to the second round. I’m sure TopRank Blog is fantastic, and had it landed on the other side of the bracket, I may have tapped it for the Final Four. However, I haven’t had the opportunity to give it a fair showing, but you’ve caught my eye TopRank! Better luck next year.

Winner: Vanessa Fox

Michael Gray vs. Bruce Clay

On paper, the 6 vs. 3 match-up of Bruce Clay and Michael Gray looks like a potential upset. Both blogs are great resources, and Bruce Clay always has great insight from the biggest and best SEO conferences around. The tipping point was Michael’s blunt, straight forward, no BS approach to his posts. A perfect example of Michael’s style is his KISS SEO post. He is different, but different is good.

Winner: Michael Gray

Dallas SEO Blog vs. Joel On Software

According to Danny Sullivan, there is a thriving search marketing industry in Dallas, Texas. The Dallas SEO Blog, as far as we can tell, is one of the companies that is leading the charge. I like the site for industry news, and some good content on social media. Its well-maintained content is enough to upset the programming site ‘Joel on Software.’

Winner: Dallas SEO Blog

Search Engine Journal vs. Valeria Maltoni

The West’s 5 vs. 4 match-up pits a search engine blog giant and a marketing expert against each other. Search Engine Journal has the versatility of SEM, SEO, PPC, and SMM posts on a daily basis. Valeria doesn’t have a specific daily focus, but her posts are equally as versatile as Search Engine Journal. Valeria always seems to give a new perspective that I typically didn’t see before. Valeria blew us away with her post on the Future is Now. It’s this perspective and insight that allowed her to punch her ticket into the second round.

Winner: Valeria Maltoni

Ian Laurie vs. Matt Cutts

This is the toughest match-up of the tournament. Ian is a great writer, and I always enjoy his mix of humor and practical SEO tips on his site conversationmarketing.com. This makes it all that much harder to announce his first round loss to Google’s Search Quality guru, Matt Cutts.

Winner: Matt Cutts

Second Round

Matt Cutts vs. Smashing Magazine

Smashing Magazine is a great place to learn how to build a cool site. It’s very well organized and useful, but when you’re going-up against the guy who features instructional SEO videos and apparently loves drawing stick figures with ‘Paint,’ you need to bring more to the table. Cutts, moves-on to the next round.

Winner: Matt Cutts

Seth Godin vs. eMarketer

Seth Godin is considered a god in the marketing world, and was awarded the overall number one seed. First seeds don’t lose in the first round. Period. From a content standpoint, Seth always finds a way to bring valuable information, like his post on personal branding. Statistics only tell part of the story; what you do with them makes all the difference. eMarketer is no match for Seth Godin’s intuition.

Winner: Seth Godin

Tech Crunch vs. SEOmoz

Tech Crunch is great for keeping-up Internet Marketing news. We especially enjoyed the article earlier this year titled Why Google Employees Quit. Like Sphinn, it’s an essential read to keep-up with the news. But as Pittsburgh taught us this year, sometimes the powerhouse who seems like it has every facet of the game covered, it can fall to a team that exploits one part of the game. Information from SEOmoz can be immediately applied to any site, and delivers on all things SEO.

Winner: SEOmoz

Search Engine Watch vs. Social Media Explorer

From a sheer volume of content, the Social Media Explorer cannot compete with Search Engine Watch. But when Search Engine Watch’s content is broken-down, it appears they’ve just been playing a 2-3 zone all year. Jason Falls has a pass-first mentality, often sharing related articles and contrasting opinions to help enhance his posts. After all, you might be able to win your conference through individuals, but teams win championships.

Winner: Social Media Explorer

David Wallace vs. Vanessa Fox

Like that of SEOmoz, the information from Search Engine Guide, headed by David Wallace, is very applicable to my day-to-day routine. So, he wins. This is going to be a tough battle getting into the final.

Winner: David Wallace

43Folders.com vs. Valeria Maltoni

The entertainment value of 43folders is second-to-none, but the tangibility of the content is suspect. From a post-to-post comparison, Valeria doesn’t take a day, night, or afternoon off. She’s rolling-on into the West Regional Final.

Winner: Valeria Maltoni

Mashable vs. Michael Gray

Mashable has all the tools, and subject matter, to win the championship. Sometimes forcing the action allows your opponent to sneak-up on you, and Michael Gray found himself in exactly that position. Content is king, but interaction is the kingdom. Mashable CEO, Pete Cashmore, pushes the envelope and their agenda full throttle on Twitter. But, when it comes to sharing the rock, they’re a little bit of a ball hog. Micahel Gray once again proves to be the man. His regular tweets send him into the Regional Finals.

Winner: Michael Gray

Dallas SEO Blog vs. Search Engine Land

The top-seeded Search Engine Land, created by Danny Sullivan, is far too much to handle for Dallas SEO Blog. Search Engine Land combines news, tips, and observations from several great SEOs.

Winner: Search Engine Land

Regional Finals

SEOmoz vs. David Wallace

As our Director of Search, Scott Fish, has pointed-out, in the history of the NCAA tournament, there have been more 3 seeds that have gone on to win it all, than 2 seeds. Rand Fishkin and company must have heard this fact as well and were motivated enough to surpass the well-matched #2 seed, Search Engine Guide.

Winner: SEOmoz

Seth Godin vs. Social Media Explorer

After two tough match-ups, it appeared the Social Media Explorer, Jason Falls, had run-out of gas. As Seth proved, with his April Fools post, simplicity has its benefits. You won’t find very many thesis papers on Seth’s blog. He’s straightforward and to the point. We relish the ability to read Seth’s posts while we drink our morning coffee. Seth Godin’s going to the Final Four.

Winner: Seth Godin

Search Engine Land vs. Matt Cutts

Matt Cutts is going all the way to the Final Four, ladies and gentleman! Matt’s post on how he deals with removing undesirable content for the Google index, is exactly the type of content that champions are made of. It’s this kind of artistic ability that propels him past the much-loved Search Engine Land.

Winner: Matt Cutts

Michael Gray vs. Valeria Maltoni

Valeria was looking to become one of the lowest seeds ever in a Final Four, and to win the tournament. Unfortunately, this year was not her year. Michael Gray’s technical background, as he showed in his link building strategies post, is too much to compete with. Michael Gray is heading to the Final Four.

Winner: Michael Gray

Final Four

Matt Cutts vs. Michael Gray

This isn’t the first time these two haven’t seen eye-to-eye. They are, in a way, polar opposites. Cutts is an employee of Google, the closest thing we have to access to Mountain View. Whereas Gray’s mission is to knock-down that wall, and help his readers reach their full profit potential. In a close one, Gray outlasts his worthy adversary.

Winner: Michael Gray

Seth Godin vs. SEOmoz

Seth Godin is cool. The guy even has his own action figure, along with a string of popular marketing-is-simpler-than-you-think books. But SEOmoz, with highly useful resources such as the Keyword Ranking Factors carries too much practical SEO information and tools, enabling them to reach our championship game.

Championship

SEOmoz vs. Michael Gray

And then there were two. Of the many tiny faces who’ve appeared on Sphinn, and of all the RSS feeds, and bookmarked pages, it comes down to these two SEO Goliaths. In the end, we’re all winners for having access to the knowledge of all players listed above. Our imagined championship game ends-up being a nail bitter. SEOmoz launched a last second attempt for the win that rims-out. But, Gray Wolf fails to box-out Rand, who leaps over his opponent, and dunks it home for the win, shattering the backboard into a million pieces.

Winner: SEOmoz

Each week my feed reader and email inbox fill up with great links on search engine optimization, paid search marketing, social media marketing, and general search industry news. Many of the links become popular on sites like Sphinn, and others end up flying under the radar.  Each week I am going to highlight articles, blog posts, and online discussions that I feel are particularly valuable.  So without further ado, here are this week’s trophy links:

The X Factor: Your SEM program is doomed

Sean X Cummings writes:

SEM is all about efficiency. It may not be the ad venue that’s glamorous, and you’re not going to be able to point to the television or billboard and brag as you tell your friends you did that. But if you start strategically and approach the process diligently, you will see better results with less of a headache.

15 Internet Sites That Can Make or Break Your Brand

Todd Mintz & Brian Provost write:

…profound business implications can occur for brands that become the topic of discussion on certain influential Web sites.

The secret to paid search: treat it like a media buy

Michael Hubbard writes:

Approaching search like a media buy helps increase your brand awareness while delivering ROI via leveraging your other online media buys. By supporting and optimizing search in this way, you can end up with increased conversions and drive brand name searches up even when the industry search trends are flat.

This prestigious industry annual features more than 45 pages of the most up-to-date developments, strategies, and advancements in the online search industry from more than three dozen prominent SEM executives.  The Essential Guide to Search Marketing presents cutting-edge articles from each of the following five SEM disciplines: 1. Search Strategies, 2. Thought Leadership, 3. Paid Search, 4. Organic Search, and 5. Search 2.0.

Sean’s article is the lead article of the Paid Search section in this guide, and can be found on Page 29.  This compelling piece identifies the powerful ability of search marketing to extract targeting and messaging that can be used as the foundation for a company’s entire marketing mix – both on and off-line.

I encourage you to download this invaluable guide, and am confident that it will provide expert insight into the current state of our hyper-evolving industry.

Let me know what you think of the 2008 Essential Guide to Search Marketing.

According to Google’s blog post, this newest version delivers additional features including the ability to generate data pertaining to search ‘scale’. This ‘scale’ is a measurement of the average search traffic for a specific search term, and can be downloaded to a spreadsheet.

DMNews was able to get the following statement via e-mail from a Google spokesperson pertaining to the benefits of this new version: “From a search marketing perspective, Google Trends gives a greater insight into global query interest over time, and now offers exportable, relative quantitative data for term comparison”.

Prior to the release of this new version, graphs were provided by Google that showed some of the trends (including trends across geographic areas). Now, Google claims that it possible to “actually quantify the comparisons” to get a better snapshot of the marketplace.

To access Google Trends, all you have to do is sign into your Google account. Also, take a look at Google Hot Trends.

Established Authority
During a site re-design, you more than likely will go through the process of changing all the file names and directory structures of your former site. This, in essence, means that you are eradicating from your Web pages any established ‘authority’ and ‘trust’ recognized by the major search engines . Therefore, it is extremely important to put in place a strategy to preserve your Web site’s legacy authority via an updated XML Sitemap.

301 Re-Directs
As you re-design your Web site, new pages get created, old pages get deleted, and you may rename or move existing pages. This creates a very confusing situation for the search engines. However, one way to ensure that your new pages are crawled correctly, and as fast a possible, is to implement 301 re-directs. This should be immediately followed by the submission of your new XML Sitemap. These two strategies, the implementation of 301 re-directs and submission of an XML Sitemap, enable search engines to rapidly find your pages. In turn, the engines are able to effectively index the pages that reflect your new architecture and updated site navigation.

A Brief History
Way back in the day (June 2005), Google launched a new service called Google Sitemaps, now called Google Webmaster Tools. The three main purposes for this Sitemaps service are:

1. Enhance the Google’s ability to crawl Web sites by providing information on the specific location of site pages.
2. Provide Webmasters with a way to inform Google that their site’s content had been updated.
3. Allow Webmasters to notify Google with the priority in which they would like to have their pages crawled.

Late in 2006, Yahoo! and Microsoft also adopted the XML Sitemaps protocol. This development gave Webmasters the ability to inform all three major search engines that their sites had been updated.

How XML Sitemaps Can Help
If your former site was not being indexed on a regular basis by the major search engines, then more then likely, your newly re-designed site will probably also experience the same indexing situation. Fortunately, you can increase the indexing of your new site through the creation and submission of an XML Sitemap. Now that the three largest search engines support the Sitemaps 0.90 protocol, you have the ability to implement a significant search-friendly element into your site, so that it rapidly achieves prominent positioning throughout relevant search listings. Sitemaps make sure the search engines are aware of all of your new optimized site pages.

A Word of Caution
XML Sitemaps are not a substitute for properly optimized and accessible Web pages. Never rely on your Sitemap as the only means of having your pages crawled on a regular basis by the major search engines. A properly structured Sitemap is simply an effective way to alert the major search to fact that you have permanently moved content on your site, and should be an integral component of your concerted search engine optimization strategy.

Let EngineWorks Provide Assistance
Our professional team members in SEO Department here at EngineWorks are experts at identifying areas of opportunity and implementing search-friendly strategies during the design and development of a new Web site. We also can assist in establishing and preserving your Web site’s authority throughout the search landscape. Let us show you how we can help prior to your next re-design or new site launch.

Other Resources:
- Don’t Re-Design Your Site Out of the Search Engines
- SEO Best Practices – How To Assess On-Page Optimization
- Google Updates Webmaster Tools with Sitelinks & Top Search Queries

1. Title Tags

Title Tags are arguably the most important component of effective on-page SEO. In addition to keyword ranking performance, properly optimized title tags improve click-through rates (CTRs) from the search engine results pages (SERPs). Review each Title Tag on your site for optimal length (up to 70 characters), targeted keywords and uniqueness.

2. Meta Description Tags

Meta Description Tags may not be a significant component of search engine rankings, however they do impact CTRs. Often search engines display the Meta Description Tag directly below the Title Tags on SERPs. Make sure your meta description tags are unique, accurately describe the page content, and have an enticing call to action if appropriate.

3. Information Architecture

Proper information architecture (IA) is essential to building a successful search engine optimization campaign. IA is essentially the structural organization of a site. A site must be logically organized in such a way that the content is easily accessible to visitors. Refining a site’s IA can help organize future content additions which in-turn help with link building. Assess your site’s IA by making sure your site structure flows broad to detailed.

4. Optimized Content

Keyword rich, unique content is paramount to a successful SEO campaign. It improves search engine rankings and attracts inbound links. Don’t concern yourself with keyword count and density, instead consider the following: Does your site have content supporting your targeted keywords? Do you utilize semantically related keywords in your copy?

5. Internal Linking

Internal links within your Web site can help describe the content of a page to the search engines. By adding internal links to your content you can potentially improve your rankings and get new content quickly indexed. If you have a blog, there will be a plethora of opportunities for internal linking both on new posts and older posts. Assess your internal linking by looking at the number of links as well as the anchor text you use. Make sure you mix up your anchor text and do not use the same keywords over and over.

6. Canonical Issues

Canonical issues are the result of having duplicate content displaying on multiple URLs within the same Web site. For example, engineworks.com and www.engineworks.com and www.engineworks.com/index.php all host the exact same content. Canonical issues can affect search engine rank, specifically because the search engines do not know which URL to associate content and inbound links with. Make sure that all non-preferred URLs redirect at the server level to the preferred URL.

7. Duplicate Content

Duplicate content issues generally involve substantial blocks of content within or across domains that are exactly the same or are very similar. This is especially common in blogs. Duplicate content issues can lead to lowered rankings and penalties. Take a look at every page that is indexed by the search engines for pages that are exactly the same but served up at different URLs.

8. Directory & File Naming

Using targeted keywords within directory and file names is a commonly overlooked on-page optimization tactic. When assessing your site’s file and directory naming conventions look at your URLs. Do you use targeted keywords or are the they a jumbled mess of server variables? Does the current naming conventions utilize hyphens (-) to break-up keyword phrases?

9. Accessibility & HTML Structure

Make sure all of your content is accessible to the search engines and that you utilize semantically correct HTML. Does your HTML incorporate H1, H2, etc. tags? Are you using targeted keywords in those tags?

10. HTML Site Map

In addition to providing useful navigation, HTML site maps enable deep content to be indexed by search engines through relevant internal links. Does your site have a HTML sitemap? If so, does the HTML sitemap links incorporate targeted keywords? Does the HTML sitemap link to all of your pages?

Please let us know if you have any additional criteria for assessing on-page SEO.

Designed to enable mobile operators and manufactures to independently design products which run on the platform, Android is expected be used in mobile phones scheduled for release in the second half of next year. The intriguing aspect of this development is that it appears that Google has found yet another platform to serve-up its AdWords advertisements.

As the G-Men continue to monetize everything they touch, including mobile search, more and more opportunities are being created for SEM firms to capture more and more relevant traffic for clients. Press-on Big G!

OpenSocial allows developers to implement widgets, which are small snippets of code for distributing content, to any social network, such as reddit, Topix, and Digg. In addition, major social media sites such as MySpace, LinkedIn, Engage.com, and Salesforce.com have committed to using Google’s new platform.

Check-out the OpenSocial announcement here.

Managing and working within Google Webmaster Tools is a vital part of all Natural Search Engine Optimization Campaigns. We have discovered that recent updates from Google have made these tools even more powerful.

Top Search Queries by Percentage
Inside Google Webmaster Tools, you can now access “Statistics >> Top Search Queries” to view the percentage of traffic delivered to your site by search query and by date range. The date range can be selected monthly for the past six (6) months, or weekly for the past three (3) weeks. This ability to customize the date range is very helpful in gaining insight into the relative strength of your referring keywords for your Web site.

Sitelinks Editing
You can now also access “Links >> Sitelinks” within Google Webmaster Tools to view the current Sitelinks that Google will show under the listing in a Search Engine Result Page.

Google provides the ability to block a link from showing up, giving you the power to highlight your most important sub pages and/or categories. Using this tool, along with other keyword research tools, allows you to target specific areas of your Web site to increase your click-through rate (CTR) in Google.

Improve Your Rankings with These Tools
These new improvements to Google Webmaster tools give Web masters an increased ability to manage their SEO campaigns, while at the same time, maximizing Search Engine Optimization efforts to achieve online marketing goals.

EngineWorks manages Paid Search & Natural search engine optimization campaigns utilizing these tools, and many others, for several high-profile clients.

Google states:

Earlier versions weren’t aware of sitemaps at all, and understood only absolute URLs; anything else was reported as Syntax not understood. The improved version now tells you whether your sitemap’s URL and scope are valid. You can also test against relative URLs with a lot less typing.

What does this mean?

1. Google Webmaster Central now indicates whether sitemap’s URL and scope are valid.
2. Overall reporting has been improved. Now you will alerted of multiple problems.

The Search Engine Marketing Professionals of Portland (SEMpdx) has announced
their latest SEMpdx Hot Seat, which takes place tomorrow event, Tuesday,
August 14, 2007 at 6:30pm at Hotel DeLuxe here in Portland.

This SEMpdx Hot Seat is a chance to get real search marketing advice from a
real panel of experts. The professional search marketing panelists will
critique actual sites and address specific SEM issues, including advice on
how to improve your site optimization, and how to fine-tune your
Pay-Per-Click (PPC) campaign for better results.  Even if you don’t have a
site for our panel to critique, you will still be able to gain valuable
insight and answers for common search marketing problems and questions.

For more information visit the SEMpdx Web site.

• Hourly Reporting – All reports are now updated on an hourly bases.
• Clickable URLs – All URLs displayed within each report now link directly to external pages.
• Cross Segmentation by Network Locations – Ability to cross segment reports based on network locations.
• Increased Number of Data Row Per Page – The interface now has the ability to view up to 500 rows per page.
• Bounce Rate Increase/Decrease – Bounce rate increases are now shown in red (bad) and bounce rate decreases are shown in green (good).
• Adwords Integration – Improved ability to link Adwords accounts.

For More information visit the Official Google Analytics Blog.

Examples of specific guidelines:

1. Avoid hidden text or hidden links.

“If your site is perceived to contain hidden text and links that are deceptive in intent, your site may be removed from the Google index, and will not appear in search results pages. When evaluating your site to see if it includes hidden text or links, look for anything that’s not easily viewable by visitors of your site. Are any text or links there solely for search engines rather than visitors?”

2. Don’t use cloaking or sneaky redirects.

“Cloaking refers to the practice of presenting different content or URLs to users and search engines. Serving up different results based on user agent may cause your site to be perceived as deceptive and removed from the Google index.”

3. Don’t send automated queries to Google.

“Google’s Terms of Service do not allow the sending of automated queries of any sort to our system without express permission in advance from Google.”

4. Don’t load pages with irrelevant keywords.

“‘Keyword stuffing’ refers to the practice of loading a webpage with keywords in an attempt to manipulate a site’s ranking in Google’s search results.”

5. Don’t create multiple pages, subdomains, or domains with substantially duplicate content.

“[I]n some cases, content is deliberately duplicated across domains in an attempt to manipulate search engine rankings or win more traffic.”

6. Don’t create pages that install viruses, trojans, or other badware.

“Sites that exploit browser security holes to install software (such as malware, spyware, viruses, adware, and trojan horses) are in violation of the Google quality guidelines, and may be removed from Google’s index.”

7. Avoid “doorway” pages created just for search engines, or other “cookie cutter” approaches such as affiliate programs with little or no original content.

“Doorway pages contain many links – often several hundred – that are of little to no use to the visitor, and do not contain valuable content.”