Designing for Search

prudencecoatInternet and Web Development

Nov 18, 2013 (3 years and 6 months ago)

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Designing for Search
Engines

MIS 314

Professor Sandvig

Overview


Why Design for Search Engines


What users want from a search engine


Google


Market share


How Google Works


PageRank


Search Engine spamming


Design features to Avoid


Why Design for Search Engines


E
-
commerce


Traffic = Sales = $$$


Very effective marketing method


Free!!!



Effective Design


Best to be in top 10


Few users look past first page of results


Market Share


65%

Google


16%

Yahoo


11%

MSN/Bing


3%

AOL


2%

ASK


3%

all others


Aug. 2009

SearchEngineWatch.com

What Users Want from a Search

1.
Comprehensive index

2.
Relevant ranking of results


Millions of pages containing keywords


Which get listed first?


How Google Ranks Results

1.
Relevance


Page contains keywords


“Bellingham hotels”


Location & frequency of keywords in page



2.
Importance


PageRank

-

measure of page importance


Based upon number of inbound links


Importance of linking sites





How Google Works

1. Relevance


Page contains some or all of keywords


Number of times keywords used


More is better


Location of keywords in page


Page title


URL


Headings


Depth


Font size


etc.


Example:
Bellingham Real Estate


How Google Works

How Google Works

2. Page Importance


PageRank


Measure of a page’s “importance”


Popularity index


Each incoming link adds PageRank


Amount added:


PageRank

of linking page divided by


Number of links on page


Page Rank


Chrome Page Rank Extension

Page Rank

How to Be Well Ranked


Keyword placement:


Prominent locations


Page title


very important!


Headings


Near top


Use frequently


Keywords in domain name


Meta tags?

How to Be Well Ranked


Selecting keywords


Need to be relevant to site


Try to use specific and/or unusual phrases


“Chris Sandvig” vs. “Faculty & staff”


Model names, numbers, ISBN, etc.


Maximize
PageRank


Develop incoming links


Avoid leaking
PageRank

to other sites


How to Be Well Ranked


Human sacrifice


Example


“Bellingham Real Estate”


Keywords:


Page title


Domain name


Headings


Text


metaTags


PageRank


PR 3


Links:
link:http://realestate.bellingham.net/

Search Engine Spamming


Trying to “trick” search engine for higher page rank



Many techniques


Repeat words many times


Use popular but irrelevant words


sex, Brittany Spears, …


Text same color as background


Gateway pages


Auto
-
redirects


Hidden links



Risk


Search engines will ban site from index


Difficult to get back in


Google Punishes JC Penny for Gaming Search

Google Bombing


Tricking Google’s index


Examples (Sept. 2006):


miserable failure


Weapons of Mass Destruction


How: couple dozen people


Links on web page


Distinctive phrase: “miserable failure”


SRC: official Bush bio.

Design features to Avoid


Can cause problems:


Forms


Google’s spiders attempt to submit forms


Don’t count on it


Frames


Flash


Images without alt tags


JavaScript redirects


Near identical pages


Additional Information


SearchEngineWatch.com


Surveys, statistics, tips



WebmasterWorld.com


Google World forum



Observation


Do some searches


Look at design features of top ranking sites



Summary


Search engines want relevant content


Gain customers


Effective designs


Use key words effectively


Build PageRank


Avoid


being banned for spamming


Frames, Flash and other problem
-
prone
design features