Technical Aspects of Search Engine Marketing

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18 Νοε 2013 (πριν από 3 χρόνια και 4 μήνες)

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Technical Aspects of Search Engine Marketing

By Adam Howitt

Frequently Asked Questions


Why does my page take so long to be indexed?


How can I improve my page rank?


How can I add more pages to the search engines?


How can I improve my position in results?


Why are only some of my pages indexed?


How is my competitor higher than me?

The History of Search


Since the Phoenicians developed an alphabet in 3500BC
people have looked to the written word for information


Search is an old problem


Who are these Google people?

The History of Search 1/2


Libraries


Which library?


Specialty vs. Generalist


Dewey Decimal System


Topic maps


Library sections by category


Index Cards


Authors to books (authority)


Where is it located?


Search Engines
-

Google


Which search engine?


Specialty vs. Generalist


Directories


Yahoo, ODP


Topic maps


Sites by category


Domain Name Service


Web sites to web servers


Where is it located?

The History of Search 2/2


Books


Table of contents


Indexes


References


Weight of the book


Pages


Titles


Headings


Web Sites


Table of contents


Indexes


Hyperlinks


Amount of content


Web Pages


Titles


Headings

New Technology, Old Problems


Looking in the right place


Relevance of your results


Indexing speed


Summarizing content


Finding additional resources


Out of date information


Out of print


Book missing from the shelf

New Technology, New Problems


Growth of new Information


Lower entry cost


Ease of publishing


Quality of information


Fewer editors

Search Engine CEO Business Plan


Objective


To give you the most
relevant
match related to your search


Goals


Locate every new web page


Reduce number of results shown to satisfy search


Strategies


Follow each new link from the sites you know about


Calculate site authority from authority of inbound links (Page Rank)


Calculate relevance from keyword density and related topics


Measures


Number of pages indexed


Number of clicks compared to number of results shown

Spiders


Walk down Todo list


For each item


Read the page and process it for the index


Take a snapshot (cache)


Scan for existing links


Review page rank of linked pages


Scan for new links and add them to the todo list


How Search Engines See Your Pages (1/2)

Site Name

Directory
Name

Page Title

Page
Headings

Internal
Links

URL Length

Page Name

How Search Engines See Your Pages (2/2)


The Visible Components


Site Name


Sub
-
directories (site
sections)


Page title


Page headings


Internal links


URL length


Page Size



The Invisible Components


Freshness


Cache:www.duoconsulting.com


Meta data


Keywords


Description


ALT tags


Web standards


Gotchas (1/2)


Flash


Use small pieces of flash to enhance the site vs. “skip intro”


JavaScript


Search engines only see HTML content


They don’t know how to use JavaScript


Any content constructed with JavaScript (drop down navigation)
won’t help your page rank


New approaches like AJAX should take this into account


Gotchas (2/2)


Forms


Lots of employees in a list, make it searchable


Prohibit search engines from finding the content the form locates


Solution: Provide links to in addition to search forms


Moving Home


Be cautious when switching to a new content management tool


Have a plan for any old pages


Send out “We have moved cards in the mail”


Monitor your traffic before and after the move (Fred)

Google Sitemaps


Caveat Emptor!


Suitable for technical people only


Immature tools for beginners


What are they?


A cheat sheet for search engine spiders


A prioritized map of where to look


What are they not?


A quick way to get your site in Google


A replacement for good content

Frequently Asked Questions


Why does my page take so long to be indexed?


So much content, so little time


Track record for updates


How can I improve my page rank?


Content (Lynn) and Linking Strategy (Sonny)


How can I add more pages to the search engine index?


Sitemaps, accessible content, play the game


How can I improve my position in results?


Regularly review, revise and add on topic content (Lynn)


Why are only some of my pages indexed?


Site depth


How is my competitor higher than me?


Watch them and learn (Sonny)

How do you impact your results in search engines?


Understand the goals of the search engines


Understand your own goals


Design your site with their goals in mind


Be patient…


and then wait some more