google - Pete Freitag

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18 Νοε 2013 (πριν από 3 χρόνια και 9 μήνες)

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Search Engine
Optimization

Pete Freitag, CTO CFDEV.COM

Why Optimize for
Search Engines?


Highly targeted visitors


Easily double or triple the number
of visitors to your web site.


A value added service for you
customers.

We will discuss…


How search
engines work


How Google
works


The Google Page
Rank


Google IR score


How to improve
Google results


Search engine
safe URL’s


Search Engine
Spamming


Conclusions


How do search engines
work?


Two common types spiders, and
directories.


Spiders



The search engine runs a
program that visits web sites, and
stores them in their database. (Google
uses a spider)


Directories



A hierarchy of
categories, that searchers can browse,
users enter url’s. (Yahoo is a directory)

Spiders


Easier to optimize for because they
use the same logic to index and
categorize each page.


Often have very sophisticated
filters that can detect if you are
trying to trick it.

Directories


Search engine optimization doesn’t
apply here.


Most directories now charge to add
a site, the Open Directory
(dmoz.org) is Free, and run by
volunteers.

Improving Results


Step 1


Optimize your Site


Step 2


Add/Edit your content


Step 3


Submit your site to
search engines

Google is a good focal
point


We optimize based on how Google
works for the following reasons.


It’s the most popular search engine
today


Good Google results equals good
results from other search engines.

How does Google find
results?


Google uses two formulas, the
PageRank® and the IR score.


PageRank is used to determine the
credibility of your content.


The IR score determines relevancy.

Time for some Math


The PageRank is defined* by the
following recurrence formula:



*According to a research paper written by Google founders while at Stanford.

What does the
PageRank formula tell
you


You want pages to link to you that have
a high page rank, and a small number
of links.


The more pages that link to you the
better your page rank will be.


Trying to get added to pages with tons
of links might not be worth your time.



More PageRank Info


Google does not give dynamic
pages (pages with a ? In the url) a
PageRank.


You can find the page rank any
web page by downloading the
Google Toolbar
(toolbar.google.com)



IR Score


A relevance score for keywords based
on:


Anchor, and Alt text other sites use to
describe your site.


Page Title (first 40 characters important)


Style applied to keywords (large bold words
might be counted higher).


Other meta data and content is also
counted




Anchor Text


Anchor text is very important,
Google’s creators have been
quoted with saying:


“Anchors often provide more accurate
descriptions of web pages than the
pages themselves”





Page Title’s


Use keywords in page titles, and use
them first before the company name if
possible. For example:


“Atomic, K2, Dynastar Skis


Bob’s Ski
Store”


Many dynamic sites have the same
page title on every page! Don’t do that!


Include words in page title on the page
somewhere




Page Title’s

header.cfm:

<cfparam name=
“pagetitle”

defualt=
“Bob’s Ski Store”
>

<html><head><title>
#pagetitle#
</title>



somepage.cfm:

<cfset pagetitle =
“Ski Poles”
>

<cfset description =
“Ski poles in all sizes”
>

<cfset keywords =
“ski poles, poles, skiing, …”
>

<cfinclude template=
“header.cfm”
>



Search Engine Safe
URL’s


A URL like:


http://www.site.com/page.cfm?id=1

Won’t get indexed by many spiders,
and won’t be given a page rank by
Google.




Search Engine Safe
URL’s


Search Engine Safe (SES) URL’s
don’t have a
?

=

or
&

in them.


site.com/page.cfm/id/1


site.com/page/1


A
huge

impact on the number of
hits you get from a search engine.




Search Engine Safe
URL’s


To create SES URL’s you can either
use


A web server plugin (ISAPI filter, or
Apache Module)


Code in your application (in
application.cfm, or using a Java
Servlet filter in MX)




Server Plugins


Server plugins are typically much more
efficient (better performance)


Easier for you (no coding), shifts the
work to server admin.


Creates a dependency, and decreases
the portability of your application.




SES Code Solutions


Portable


Performance not that great (you
have to parse the query string)




Server Solutions (IIS)


SpiderSafeURL ISAPI Filter
(cfdev.com/products)


site.com/page.cfm/id/1


Free and open source C++ code


IIS Rewrite tools


site.com/page/1


I think MS has a free one, but I cant find it


Found two that cost money.


Write your own ISAPI filter

Server Solutions
(Apache)


mod_rewrite


Very flexible regular expressions, can
be challenging to get it working.


Comes with Apache, free.


You could also write your own
custom Apache Module for better
performance.

Code Solutions


Ben Forta’s article in CFDJ


http://www.sys
-
con.com/coldfusion/article.cfm?id=38
8


Write your own, you can do this by
parsing the query string and
converting it like forta does, or by
using a custom 404 page in CF
administrator.

The cost of SES URL’s


Relative URL’s will break when you
use SES URL’s.


<img src=“../images/img.gif”>


<a href=“../index.cfm”>


Must be changed to


<img src=“/images/img.gif”>


<a href=“/index.cfm”>

Time to add your URL


Use the Google toolbar’s PageRank
to prioritize which sites to submit
to first.


Get in the Open Directory:
dmoz.org


Find out who is linking to your
competitor and try to get linked
there as well.


link:www.competitor.com


Time to add your URL


Add your site to Major search
engines:


http://www.searchenginewatch.com/l
inks/major.html



Spam


Search Engines are smart, they can
detect if your trying to abuse or trick it.


There is a fine line between
optimization and spam


Optimized pages are carefully written to
include keywords, in key places.


Spam pages repeat keywords, and aren’t
human friendly.



Spam


Don’t have a list of 1000 repeating
keywords in the meta tags.


It’s ok to repeat a keyword once or
twice, but more than that might
trigger a spam warning.


Don’t hide keywords in text
(background color same as text
color)



Spam


Don’t add keywords off topic to
your page.


If it seams too sneaky don’t do it.



Conclusion


Use keywords wisely, in the page
title, and in the page text.


When you submit your URL to
another site, use keywords in the
title.


Remember what Google’s founders
say about the accuracy of anchor
text.


Conclusion


Don’t SPAM the search engines


Pick keywords wisely


http://inventory.overture.com/d/sear
chinventory/suggestion/


Write content that is targeted to
the types of visitors that you want
to get.



Conclusion


SES URL’s alone can double your
hits.


Use dynamic page titles


Put keywords in bold, or with
bigger font faces


Work your keywords into the alt
tags

Conclusion


Use Meta Tags


<meta name=“keywords” content=“a, b,
c”>


<meta name=“description” content=“…”>


Use plural keywords


Skiing instead of Ski


Use multiple forms of the keyword on a
page. (acronyms)


Conclusion


Encourage people to link to your
page, referral programs, or
buttons.


Even if your site comes up first in
the search engine people still have
to click on it, so keep page titles
readable and full of keywords.


?