search engine optimization. search engines ≈50% your new users are from a search engine ≈50% are...
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Search EngineSearch EngineOptimizationOptimization
Search EnginesSearch Engines
≈50% your new users are from a search engine
≈50% are returning users
Many repeat viewers will return using a search engine
≈80% use search engines to help in planning a purchase
≈50% your new users are from a search engine
≈50% are returning users
Many repeat viewers will return using a search engine
≈80% use search engines to help in planning a purchase
Content LocationsContent LocationsWhat happens to your content?What happens to your content?
CachingCaching
Temporary ‘local’ mirrored copies
HTML files, images, etc
Browsers cache (on disk and in RAM,) proxy servers, ISPs, servers cache data on many levels
Not always in sync with the source
Temporary ‘local’ mirrored copies
HTML files, images, etc
Browsers cache (on disk and in RAM,) proxy servers, ISPs, servers cache data on many levels
Not always in sync with the source
IndexingIndexing
Processing content for quick access and easy classification
Think book index but more complex
Indexes are stored copies of the content (heavily condensed)
Engine design determines how they index and WHAT parts they filter out
Processing content for quick access and easy classification
Think book index but more complex
Indexes are stored copies of the content (heavily condensed)
Engine design determines how they index and WHAT parts they filter out
Search DirectoriesSearch Directories
Web directories, classification systems
yahoo.com, dir.yahoo.com, dmoz
3rd party partners (hair.com)
Archival / Caching
Internet History
Web directories, classification systems
yahoo.com, dir.yahoo.com, dmoz
3rd party partners (hair.com)
Archival / Caching
Internet History
<title><title>
OFTEN CACHED
Titles are often displayed by the browser (which is NOT required)
Used for Bookmarks / Favorites
Used to name document in listings, search results, etc.
Make it informative! (per-document)
OFTEN CACHED
Titles are often displayed by the browser (which is NOT required)
Used for Bookmarks / Favorites
Used to name document in listings, search results, etc.
Make it informative! (per-document)
DescriptionDescription
Often cached & indexed
<meta name=“description” content=“…” />
Description of the document
or Summary of the document’s content
< 250 characters (including spaces)
Often cached & indexed
<meta name=“description” content=“…” />
Description of the document
or Summary of the document’s content
< 250 characters (including spaces)
KeywordsKeywords
Sometimes cached and/or indexed
Keywords ARE EXTREMELY IMPORTANT
Define for the USERS, not YOU
synonyms, ignore case, plurals, city, company name, misspellings, flawed words/terms
Site-wide & page level
Sometimes cached and/or indexed
Keywords ARE EXTREMELY IMPORTANT
Define for the USERS, not YOU
synonyms, ignore case, plurals, city, company name, misspellings, flawed words/terms
Site-wide & page level
Where do keywords go?Where do keywords go?
Headlines, Title, Description
<b><strong><i><em><li> <a name=“”>
Repeat use; however, less than 5%
<meta name=“keywords” content=“” />
google ignores it
< 12 words, must appear in page
Headlines, Title, Description
<b><strong><i><em><li> <a name=“”>
Repeat use; however, less than 5%
<meta name=“keywords” content=“” />
google ignores it
< 12 words, must appear in page
Spider-SenseSpider-Sense
Web Crawlers / Spiders / robots
Web Crawlers / Spiders / robots
Automated programs running thru the “web” / inter“net”
Spammers - grab emails
Crackers - scan web-security
Search engines - find/update content
Automated programs running thru the “web” / inter“net”
Spammers - grab emails
Crackers - scan web-security
Search engines - find/update content
A Spider’s ViewA Spider’s View
They are blind, illiterate, and not even close to as powerful as a browser
Likely to not support / understand:
Javascript, CSS, Frames, Media
Context/meaning, image maps, etc.
They are blind, illiterate, and not even close to as powerful as a browser
Likely to not support / understand:
Javascript, CSS, Frames, Media
Context/meaning, image maps, etc.
robots.txtrobots.txt
Text file on the “root” of a website
Spiders (or ‘bots) should read it
Format is a convention, not official standard, additions to do happen without much warning
Should be included on EVERY website you make!
Text file on the “root” of a website
Spiders (or ‘bots) should read it
Format is a convention, not official standard, additions to do happen without much warning
Should be included on EVERY website you make!
robots.txt formatrobots.txt format
User-agent: *
Disallow: /cgi-bin/
Disallow: /errorPages/
Disallow: /
User-agent: googlebot
User-agent: *
Disallow: /cgi-bin/
Disallow: /errorPages/
Disallow: /
User-agent: googlebot
TextText
Text formatting (minus HTML tags)
hard-wrapped or pasted may cause goofy text formatting
Poor text-HTML conversion (MS Word)
Images with text can’t be read
Text inside Flash can’t be read
Text formatting (minus HTML tags)
hard-wrapped or pasted may cause goofy text formatting
Poor text-HTML conversion (MS Word)
Images with text can’t be read
Text inside Flash can’t be read
Meta TagsMeta Tags
Additional file info (goes in <HEAD>)
description, keywords (from before)
<meta name=”robots” content=”none”>
list multiple with commas NO spaces
google extended it
Additional file info (goes in <HEAD>)
description, keywords (from before)
<meta name=”robots” content=”none”>
list multiple with commas NO spaces
google extended it
none = skip completely
noindex = don’t index this page
nofollow = don’t crawl to any links on this page
noarchive = don’t cache this page
noodp = Do not use Open Directory Project description
nosnippet = use <meta> description
none = skip completely
noindex = don’t index this page
nofollow = don’t crawl to any links on this page
noarchive = don’t cache this page
noodp = Do not use Open Directory Project description
nosnippet = use <meta> description
noimageindex = do not index/cache images on this page
noimageclick = do not provide links directly to the images on this page
all = not really used
noimageindex = do not index/cache images on this page
noimageclick = do not provide links directly to the images on this page
all = not really used
Dynamic Server PagesDynamic Server Pages
URL parameters can scare them away!
one parameter is generally ok
http://example.com?page=1
generate static pages (copies)
use URL re-writing tricks to limit parameters to just 1 or 2
URL parameters can scare them away!
one parameter is generally ok
http://example.com?page=1
generate static pages (copies)
use URL re-writing tricks to limit parameters to just 1 or 2
FramesFrames
Provide a means to use website without frames support
Bots can handle if your <noframes> provides a link to your main navigation frame
iframes are ignored
Provide a means to use website without frames support
Bots can handle if your <noframes> provides a link to your main navigation frame
iframes are ignored
NavigationNavigation
Spiders must navigate your website
No flash navigation etc
ADIVCE:
make your website accessible to the blind
Homepage should have a 2nd purpose of getting your ranked higher
Spiders must navigate your website
No flash navigation etc
ADIVCE:
make your website accessible to the blind
Homepage should have a 2nd purpose of getting your ranked higher
LinksLinks
Links make you important
Others linking to you, you linking to others
Your homepage is most IMPORTANT, but a links page might be 2nd place
Do not create “link farms” or have too many links on a single page
Links make you important
Others linking to you, you linking to others
Your homepage is most IMPORTANT, but a links page might be 2nd place
Do not create “link farms” or have too many links on a single page
Getting NoticedGetting Noticed
Don’t abuse any tricks you find!!!
Tags: TITLE, H#, A
Cross linking deals
News: Blogs loosely connected
Commentary & Forums (spider friendly)
Don’t abuse any tricks you find!!!
Tags: TITLE, H#, A
Cross linking deals
News: Blogs loosely connected
Commentary & Forums (spider friendly)
Search Engine SourcesSearch Engine Sources
They DO outsource work
MSN.com gets results from Inktomi
Yahoo uses multiple sources dir.yahoo.com, alteravista, etc.
The Open Directory Project is the most shared source
They DO outsource work
MSN.com gets results from Inktomi
Yahoo uses multiple sources dir.yahoo.com, alteravista, etc.
The Open Directory Project is the most shared source
Systems to get onSystems to get on
The Open Directory Project
Google (Search & Ads)
Yahoo Directory (in-house yahoo)
Inktomi (only search outsourcing)
Ask
AltaVista
The Open Directory Project
Google (Search & Ads)
Yahoo Directory (in-house yahoo)
Inktomi (only search outsourcing)
Ask
AltaVista
Data FeedsData Feeds
Page Rank ToolsPage Rank Tools
toolbar.google.com
google.com/webmasters
alexa.com
Toolbars have privacy issues to consider when using them on your main browser
toolbar.google.com
google.com/webmasters
alexa.com
Toolbars have privacy issues to consider when using them on your main browser
Page Rank ServicesPage Rank Services
Initially, they save you time
Resubmission is pointless
Useful if:
Marketing background
Help pick and place keywords
They know their use is limited
Initially, they save you time
Resubmission is pointless
Useful if:
Marketing background
Help pick and place keywords
They know their use is limited