Search Engine Search Engine OptimizationOptimization

L. GreweL. Grewe

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Why Search Engines?Why Search Engines? An An estimated 77 percent+estimated 77 percent+ of of Internet usersInternet users employ employ search search

enginesengines to find to find Web sitesWeb sites

If you are If you are not listednot listed on on Google Google oror Yahoo! Yahoo!, you are , you are invisibleinvisible• It It doesn’t matterdoesn’t matter how how well knownwell known your your brand isbrand is!!• Visitors will not guess your site nameVisitors will not guess your site name but will but will go throughgo through

GoogleGoogle oror Yahoo!Yahoo! just to bejust to be safe safe

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1.1. How search engines handle your How search engines handle your contentcontent

2.2. How to improve ranking of web How to improve ranking of web pages on search resultspages on search results

Objectives

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Search Engine ProducersSearch Engine Producers GoogleGoogle Yahoo!Yahoo! BingBing Ask.comAsk.com

Major Search Engines and Directories

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Modified from Bruce Clay’s Search Engine Chart: http://www.bruceclay.com/searchenginechart.pdf

Search Engine OptimizationSearch Engine Optimization

Search Engine Optimization or SEO is Search Engine Optimization or SEO is the task of designing (or redesigning) the task of designing (or redesigning) you site (pages) to appear higher in you site (pages) to appear higher in the list of results from Search the list of results from Search Engines.Engines.

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Basics of Search Friendly DesignBasics of Search Friendly Design

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KeywordsKeywords: Use text that targets your : Use text that targets your audience; and attracts search engines and audience; and attracts search engines and links from other siteslinks from other sites

Navigation:Navigation: Give users and crawlers easy Give users and crawlers easy access to contentaccess to content

Design Elements:Design Elements: Make sure bells and Make sure bells and whistles don’t undermine SEO effortswhistles don’t undermine SEO efforts

Page Rank: Page Rank: Develop a linking strategy to Develop a linking strategy to improve your site’s “popularity”improve your site’s “popularity”

Basic SEO ConceptsBasic SEO Concepts

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Things Search Engines LikeThings Search Engines Like

Text (Keyword)Text (Keyword)• Words and phrases that match what Words and phrases that match what

your target audience types into search your target audience types into search enginesengines

Site NavigationSite Navigation• Site navigation and URL structure that Site navigation and URL structure that

search crawlers can easily followsearch crawlers can easily follow Links to Your SiteLinks to Your Site

• How “popular” are you?How “popular” are you?

Basic Idea of how Web Basic Idea of how Web DiscoveredDiscovered

How does a Search Engine discover the How does a Search Engine discover the web……..web……..

Much is proprietary Much is proprietary

Actual algorithms can be complex but, Actual algorithms can be complex but, need to be fast!need to be fast!

Here is a peek into the concept….Here is a peek into the concept….1010

Web crawlers (and robots)Web crawlers (and robots)

Software that travel through a website Software that travel through a website gathering information.gathering information.

Search engines use these automated SW Search engines use these automated SW robots to index a website.robots to index a website.

Web crawlers are mainly used to copy all the visited pages for later Web crawlers are mainly used to copy all the visited pages for later processing by a search engine that will processing by a search engine that will index the downloaded pages to the downloaded pages to provide fast searches. Crawlers can also be used for automating provide fast searches. Crawlers can also be used for automating maintenance tasks on a Web site, such as checking links or validating maintenance tasks on a Web site, such as checking links or validating HTML code. Also, crawlers can be used to gather specific types of information code. Also, crawlers can be used to gather specific types of information from Web pages, such as harvesting e-mail addresses (usually for from Web pages, such as harvesting e-mail addresses (usually for spam).).

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Other names for Web CrawlersOther names for Web Crawlers Web crawlers are Web crawlers are antsants, , automatic indexersautomatic indexers, , botsbots,,[1]

or or Web spidersWeb spiders,,[2] Web robotsWeb robots,,[2] or—especially in the or—especially in the FOAF community— community—Web scuttersWeb scutters[3]..

How it works:How it works:• it starts with a list of it starts with a list of URLs to visit, called the to visit, called the seedsseeds. As the . As the

crawler crawler visits these URLsvisits these URLs, it , it identifies all the identifies all the hyperlinks in in the page and adds them to the list the page and adds them to the list of URLs to visit, called of URLs to visit, called the the crawl frontiercrawl frontier. URLs from the frontier are . URLs from the frontier are recursively recursively visited visited according to a set of policies.according to a set of policies.

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What Information Do Search What Information Do Search Engines GatherEngines Gather

No one know exactly –except each No one know exactly –except each Search Engine CompanySearch Engine Company

People fear too much.People fear too much.

Some known things: keywords, links Some known things: keywords, links to and from, content /word counts, to and from, content /word counts, images, contact info (email, etc.), images, contact info (email, etc.), media and ????media and ????

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Managing Page ContentManaging Page Content

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Search engines place “weight” on terms according to where they are used

Keyword ProminenceKeyword Prominence

Primary TextPrimary Text Title tagTitle tag Body textBody text Anchor textAnchor text Text near the top of the Text near the top of the

pagepage Headings and Headings and

Emphasized TextEmphasized Text

Secondary Text Alt text Description tag Domain name and

URL elements

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What About Metadata?What About Metadata?

Metadata is not a factor in most web Metadata is not a factor in most web search enginessearch engines

ExceptExcept for Title and META description tags, for Title and META description tags, crawlers ignore other META tagscrawlers ignore other META tags

Use metadata if important for your Use metadata if important for your agency’s mission or enterprise systems agency’s mission or enterprise systems (e.g., CMS, site search engine)(e.g., CMS, site search engine)

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Keywords in TextKeywords in Text

Choose one or two keywords or phases to Choose one or two keywords or phases to optimize for each pageoptimize for each page

Use language of your audienceUse language of your audience Do not over use - avoid keyword stuffingDo not over use - avoid keyword stuffing Keywords in links influence relevancy Keywords in links influence relevancy

of the pages your linking toof the pages your linking to• No “No “click here” links” links

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Site’s Search Metrics Site’s Search Metrics

Online Advertising ToolsOnline Advertising Tools• Yahoo!/Overture: Yahoo!/Overture: http://advertising.yahoo.com/

(Yahoo! (Yahoo! White paper , , Case Study , , Advertising Case Study ))

• Google:Google: https://adwords.google.com/o/Targeting/Explorer?__u=1000000000&

__c=1000000000&ideaRequestType=KEYWORD_IDEAS#search.none

Keyword DensityKeyword Density• http://www.webjectives.com/keyword.htm• http://www.keyworddensity.com/

Google Webmaster ToolsGoogle Webmaster Tools

Keyword Selection ToolsKeyword Selection Tools

Other Keyword Selection toolsOther Keyword Selection tools

http://www.wordtracker.com/ Not directly related to web and Not directly related to web and

search enginessearch engines• http://thesaurus.reference.com/thesauru

s/

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Keyword SelectionKeyword Selection

Must relate to your business / siteMust relate to your business / site

Use Tools to helpUse Tools to help

DO you choose popular keywords or DO you choose popular keywords or more specific less popular (but, very more specific less popular (but, very targeted keywords)?targeted keywords)?

Gardening or Butterfly Gardening ???Gardening or Butterfly Gardening ???

Dig Deep and then selectDig Deep and then select2020

Chose your Keyword now what?Chose your Keyword now what?

Put keywords in your site Put keywords in your site prominently (think primary text)prominently (think primary text)

Link to other pages that feature this Link to other pages that feature this keyword / related information.keyword / related information.

Have annotated media related to this Have annotated media related to this keyword(s).keyword(s).

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Site NavigationSite Navigation

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Plan how pages link to each otherPlan how pages link to each other• Pages will not rank well if your site Pages will not rank well if your site

does not have a navigation schemedoes not have a navigation scheme Navigation scheme must please Navigation scheme must please

users users andand search engines search engines Create a crawler-friendly site mapCreate a crawler-friendly site map Avoid dangling pages Avoid dangling pages

Linking BasicsLinking Basics

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Keywords in links tell crawlers about Keywords in links tell crawlers about the pages to which you are linkingthe pages to which you are linking

Keywords in links influence relevancy Keywords in links influence relevancy of the page to which you are linkingof the page to which you are linking

Avoid “click here” links, instead create Avoid “click here” links, instead create links like: links like:

Bad: Bad: Click hereClick here for more info on famous admirals. for more info on famous admirals. Good: Good: Visit our Visit our naval historynaval history site for more info on site for more info on famous famous

admiralsadmirals..

Creating LinksCreating Links

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Make a site with a clear hierarchyMake a site with a clear hierarchy

Text LinksText Links• The most search engine friendlyThe most search engine friendly• Use for primary or secondary navigationUse for primary or secondary navigation• Every page should be reachable from a text linkEvery page should be reachable from a text link

If using graphic navigation, If using graphic navigation, use alt textuse alt text

Avoid JavaScript, unless you provide a Avoid JavaScript, unless you provide a secondary text navigation schemesecondary text navigation scheme

Site Navigation SchemesSite Navigation Schemes

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Poor HTML codingPoor HTML coding Image mapsImage maps FramesFrames JavaScript JavaScript Dynamic PagesDynamic Pages FlashFlash

Problem Navigation SchemesProblem Navigation Schemes

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Create a Site MapCreate a Site Map• HTML page on your site with text links HTML page on your site with text links

Create a SitemapCreate a Sitemap• An XML file that lists your site’s URLs An XML file that lists your site’s URLs • Allows crawlers to analyzes information about Allows crawlers to analyzes information about

your site’s architecture to improve crawlingyour site’s architecture to improve crawling• Google: Google: http://www.google.com/webmasters/• Yahoo: Yahoo: http://siteexplorer.search.yahoo.com/• Site Maps Protocol: Site Maps Protocol: http://www.sitemaps.org/

Help Crawlers NavigateHelp Crawlers Navigate

SiteMapsSiteMaps The The SitemapsSitemaps protocol allows a webmaster to inform protocol allows a webmaster to inform

search engines about search engines about URLs on a website that are available on a website that are available for crawling. for crawling.

is (usually) an is (usually) an XML file that lists the URLs for a site. file that lists the URLs for a site. This allows search engines to crawl the site more This allows search engines to crawl the site more

intelligently. intelligently. Sitemaps are a URL inclusion protocol and complement Sitemaps are a URL inclusion protocol and complement

robots.txt, a URL exclusion protocol., a URL exclusion protocol. Sitemaps are particularly beneficial on websites where:Sitemaps are particularly beneficial on websites where:

• some areas of the website are not available through the some areas of the website are not available through the browsable interface, orbrowsable interface, or

• webmasters use rich webmasters use rich Ajax, , Silverlight, or , or Flash content that is content that is not normally processed by search engines.not normally processed by search engines.

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SitemapsSitemaps Google SitemapsGoogle Sitemaps

• http://www.electionsonline.us/sitemap.xml for for example tells Google where to begin crawling example tells Google where to begin crawling even without a siteeven without a site

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<urlset>

<url><loc>http://www.electionsonline.us/</loc><changefreq>monthly</changefreq></url>

<url><loc>http://www.electionsonline.us/sitemap.htm</loc><changefreq>monthly</changefreq><priority>1.0</priority></url>

<url><loc>http://www.electionsonline.us/products-and-prices/electionServices.htm</loc><changefreq>monthly</changefreq></url>

…..MORE <url> ‘s

</urlset>

Sitemap XML protocolSitemap XML protocol

Same for popular Search Engines: Same for popular Search Engines: Google, Yahoo!, BingGoogle, Yahoo!, Bing

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Robots ExclusionRobots Exclusion

robots.txt Filerobots.txt File• Place in server’s root directoryPlace in server’s root directory• Two elements: User-agent, DisallowTwo elements: User-agent, Disallow• Example:Example:

User-agent: *User-agent: *Disallow: /cgi-bin/Disallow: /cgi-bin/Disallow: /scripts/Disallow: /scripts/Disallow: /images/Disallow: /images/

Meta-Tag Robots ExclusionMeta-Tag Robots Exclusion<head><meta name=“robots” content=“no <head><meta name=“robots” content=“no

index, nofollow”></head>index, nofollow”></head>

is a convention to prevent cooperating web spiders/crawlers and other web robots from accessing all or part of a website which is otherwise publicly viewable. The standard is unrelated to, but can be used in conjunction with, Sitemaps, a robot inclusion standard for websites.

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Managing Your Managing Your PopularityPopularity

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A calculation assigned to a page based on the A calculation assigned to a page based on the number of links into the pagenumber of links into the page

The more popular pages that link to you, the higher The more popular pages that link to you, the higher your popularity rankyour popularity rank• An inbound link is a vote for a pageAn inbound link is a vote for a page• An outbound link is a vote for a page you’re linking toAn outbound link is a vote for a page you’re linking to

All search engines have different popularity All search engines have different popularity algorithmsalgorithms• Google’s algorithm is called Page RankGoogle’s algorithm is called Page Rank• Based on a scale from 0-10Based on a scale from 0-10

What is Popularity?What is Popularity?

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Number and Popularity of Inbound LinksNumber and Popularity of Inbound Links Anchor TextAnchor Text

• Others’ use of keywords in a link to your Others’ use of keywords in a link to your sitesite

Popularity is assigned per page, not for Popularity is assigned per page, not for the entire sitethe entire site• Popularity is not inheritedPopularity is not inherited• Need to deliberately link internal pages to Need to deliberately link internal pages to

pass on PRpass on PR

Popularity FactorsPopularity Factors

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Get Listed in Yahoo! and Get Listed in Yahoo! and DMOZ DMOZ (www.dmoz.org – open directory (www.dmoz.org – open directory project)project)• Impact on popularity may varyImpact on popularity may vary• Helps to get noticed by crawlersHelps to get noticed by crawlers

Establish reciprocal link arrangements with Establish reciprocal link arrangements with agencies covering similar topicsagencies covering similar topics

Reach out to state and local agenciesReach out to state and local agencies Syndicate your contentSyndicate your content Reach out to professional communities of interestReach out to professional communities of interest

Getting Links to Your SiteGetting Links to Your Site

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Links That Aren’t LinksLinks That Aren’t Links

Link has been created in a manner that search engines Link has been created in a manner that search engines can’t understandcan’t understand

Link actually points elsewhere, and not directly to your siteLink actually points elsewhere, and not directly to your site Example:Example:http://www.site.gov/ext/external.jsp?url=http://www.noaa.gov/http://www.site.gov/ext/external.jsp?url=http://www.noaa.gov/

• Link passes through a JSP program that logs the click Link passes through a JSP program that logs the click and re-directs the browser to noaa.govand re-directs the browser to noaa.gov

• Search engines read this as an internal link to Site.gov, Search engines read this as an internal link to Site.gov, not an outbound link to NOAAnot an outbound link to NOAA

• Links from these sites will not help boost your search Links from these sites will not help boost your search rankingranking

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Design ConsiderationsDesign Considerations

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Implement bells and whistles carefullyImplement bells and whistles carefully• Use external Javascript and CSS to Use external Javascript and CSS to

decrease page load timedecrease page load time• Avoid using FramesAvoid using Frames• Flash only pages – include skip link and Flash only pages – include skip link and

title and META description tagtitle and META description tag• Omit Session IDs when requestor is a Omit Session IDs when requestor is a

search engine crawlersearch engine crawler Ensure design team understands SEO Ensure design team understands SEO

conceptsconcepts

General ConsiderationsGeneral Considerations

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Database-driven, created on the fly by asp, Database-driven, created on the fly by asp, cfm, php, jsp or cgi scriptscfm, php, jsp or cgi scripts

Dynamic sites are comprised of templates, Dynamic sites are comprised of templates, but usually without original contentbut usually without original content

When a page is viewed, the template loads When a page is viewed, the template loads the content from the databasethe content from the database

Parameters are added to the URL, which tells Parameters are added to the URL, which tells the template to load specific contentthe template to load specific content

Dynamic PagesDynamic Pages

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Example:Example: http://smithsonianstore.com/catalog/product.jsp?http://smithsonianstore.com/catalog/product.jsp?productId=14273&parentCategoryId=3151&categoryId=3152productId=14273&parentCategoryId=3151&categoryId=3152

URLs such as this are difficult for search URLs such as this are difficult for search engines to index because they do not know engines to index because they do not know the parameters that define a unique pagethe parameters that define a unique page

The more parameters, the less likely pages The more parameters, the less likely pages will be indexedwill be indexed

A database may continually feed data, A database may continually feed data, crashing your server and scaring off the crashing your server and scaring off the crawlercrawler

Dynamic PagesDynamic Pages

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Modify URLs so they don’t look like Modify URLs so they don’t look like dynamic pages, fewer parametersdynamic pages, fewer parameters

Use URL re-write trick using Use URL re-write trick using mod_rewrite (Apache)mod_rewrite (Apache)

Create static HTML pagesCreate static HTML pages

Search Friendly Dynamic PagesSearch Friendly Dynamic Pages

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Make sure PDFs contain actual text, Make sure PDFs contain actual text, not images of textnot images of text

Same rules for use of keywords and Same rules for use of keywords and phrases applyphrases apply

Put the most important text in the Put the most important text in the title, headlinestitle, headlines

Minimize document size (> 100K)Minimize document size (> 100K) Create optimized HTML pages for Create optimized HTML pages for

PDFsPDFs

Optimizing PDFs Optimizing PDFs

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Site MaintenanceSite Maintenance

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Plan Plan BEFOREBEFORE you embark on a re-design you embark on a re-design• Will the site architecture change?Will the site architecture change?• Static to Dynamic?Static to Dynamic?• How is the content changing?How is the content changing?

Add SEO review as an activity to your project planAdd SEO review as an activity to your project plan Make sure your contractor has SEO skillsMake sure your contractor has SEO skills Poor planning and execution can kill your search Poor planning and execution can kill your search

rankings rankings Do not wait until after you re-designed!Do not wait until after you re-designed!

Re-Designing Your SiteRe-Designing Your Site

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Try to keep the same filenames and Try to keep the same filenames and directory structure when redesigningdirectory structure when redesigning

RecommendedRecommended: Set up HTTP 301 redirects : Set up HTTP 301 redirects that point to the new site or pagesthat point to the new site or pages

Not RecommendedNot Recommended: Add a meta-refresh tag : Add a meta-refresh tag to your page header. This won’t remove to your page header. This won’t remove your original page from the search indexyour original page from the search index

Changes to Site ArchitectureChanges to Site Architecture

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Avoid using default 404 pagesAvoid using default 404 pages Custom 404 pages are more user-Custom 404 pages are more user-

friendlyfriendly Submitting all 404 URLs to the search Submitting all 404 URLs to the search

engine helpful, but not essentialengine helpful, but not essential Remember to change the HTTP status Remember to change the HTTP status

code on custom error pages from 200 code on custom error pages from 200 to 404to 404

Removing ContentRemoving Content

Updating ContentUpdating Content

Usually when you update a page on your web site Usually when you update a page on your web site it helps your site get a higher rankingit helps your site get a higher ranking

Not only does frequent updating get you a higher Not only does frequent updating get you a higher ranking it will also assist search agents with ranking it will also assist search agents with finding your page as new or newly updated.finding your page as new or newly updated.

So be sure to update your site as frequently as So be sure to update your site as frequently as possible (but, only appropriately).possible (but, only appropriately).

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Case StudiesCase Studies

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Case Study: Business.govCase Study: Business.gov

TermTerm: Advertising Regulations: Advertising Regulations #6 on Google #6 on Google #8 on Yahoo#8 on Yahoo #2 on MSN#2 on MSN #1 on USA.gov#1 on USA.gov

Page created March ‘07 Submitted to crawlers, listed in DMOZ

(www.dmoz.org – open directory project)

0-78 inbound links

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Case Study: Business.govCase Study: Business.gov

Text ComponentText Component: page is well-: page is well-optimized for “advertising” and optimized for “advertising” and “regulations”“regulations”

Link ComponentLink Component: All text links: All text links Popularity ComponentPopularity Component: Inbound : Inbound

links are using title submitted to links are using title submitted to DMOZ – “advertising” and DMOZ – “advertising” and “regulations”“regulations”

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Case Study: NOAA FisheriesCase Study: NOAA Fisheries

TermTerm: Fisheries: Fisheries #1 on USA.gov#1 on USA.gov #2 on MSN#2 on MSN #2 on Yahoo#2 on Yahoo #3 on Google#3 on Google

TermTerm: Fish: Fish Doesn’t show up on Doesn’t show up on

the first page or the first page or subsequent pagessubsequent pages

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Case Study: NOAA FisheriesCase Study: NOAA Fisheries

Text ComponentText Component: page is well-: page is well-optimized for “fisheries” but not optimized for “fisheries” but not “fish”“fish”

Link ComponentLink Component: “pull-down” menu : “pull-down” menu may be a problem for some crawlers. may be a problem for some crawlers. Add search friendly navigation (e.g., Add search friendly navigation (e.g., site map)site map)

Popularity ComponentPopularity Component: Lots of : Lots of inbound links using “fisheries” (not inbound links using “fisheries” (not “fish”) in anchor text“fish”) in anchor text

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Next StepsNext Steps

1.1. Visit WebContent.gov Guide to Search Engines:Visit WebContent.gov Guide to Search Engines:http://www.usa.gov/webcontent/technology/search/search.shtmlhttp://www.usa.gov/webcontent/technology/search/search.shtml

2.2. Conduct an SEO best practices reviewConduct an SEO best practices review

3.3. Conduct keyword analysis and determine your rankConduct keyword analysis and determine your rank

4.4. Set success measuresSet success measures

5.5. Use Webmaster Tools offered by the search engines, Use Webmaster Tools offered by the search engines, (e.g. Google Webmaster Tools, etc.)(e.g. Google Webmaster Tools, etc.)

Make SEO a routine in your web content management program

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Resources and Resources and RecommendationsRecommendations

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Battelle, John. Battelle, John. The Search: How Google and Its Rivals Rewrote The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed our Culturethe Rules of Business and Transformed our Culture. New York. . New York. Penguin, 2005.Penguin, 2005.

Kent, Peter. Kent, Peter. Search Engine Optimization for Dummies.Search Engine Optimization for Dummies. Hoboken, Hoboken, NJ. Wiley, 2004.NJ. Wiley, 2004.

Moran, Mike, Hunt, Bill. Moran, Mike, Hunt, Bill. Search Engine Marketing, Inc.Search Engine Marketing, Inc. Upper Upper Saddle River, NJ. IBM Press, 2006.Saddle River, NJ. IBM Press, 2006.

Thurow, Shari. Thurow, Shari. Search Engine Visibility.Search Engine Visibility. Indianapolis, IN: New Indianapolis, IN: New Riders, 2003.Riders, 2003.

FIND YOU OWN MORE recent publications – search in library – FIND YOU OWN MORE recent publications – search in library – ACM/ IEEE portals.ACM/ IEEE portals.

Recommended ReadingRecommended Reading

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SEO Forums & EventsSEO Forums & Events

Industry ForumsWebmaster World: http://www.webmasterworld.com/Search Engine Watch:

http://www.searchenginewatch.com/Digital Point Forums: http://forums.digitalpoint.com/High Rankings: http://www.highrankings.com/forum/

Industry EventsSearch Engine Strategies:

http://www.searchenginestrategies.com/

Now…Now…

Using tools monitor your siteUsing tools monitor your site

Study your traffic reports to determineStudy your traffic reports to determine

those keywords which drive the mostthose keywords which drive the most

traffic to your site. Then edit your site totraffic to your site. Then edit your site to

ensure they are near the top of the targetensure they are near the top of the target

page and the target page is notpage and the target page is not

overwhelmed by other, less relevant,overwhelmed by other, less relevant,

content.content.

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Some Additional SOE tools/infoSome Additional SOE tools/info http://www.seotoolset.com/tools/free_tools.htmlhttp://www.seotoolset.com/tools/free_tools.html http://www.seomoz.org/toolshttp://www.seomoz.org/tools http://seobook.comhttp://seobook.com

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The Next StepThe Next Step

Pay for it - Search Engine Marketing Pay for it - Search Engine Marketing (SEM)(SEM)

Can be a “sponsored link”Can be a “sponsored link”

Data Asset Optimization (DAO) – Data Asset Optimization (DAO) – manage your media /data (images, video for manage your media /data (images, video for

Search EnginesSearch Engines Youtube links or ??Youtube links or ??

Social MediaSocial Media Twitter, Facebook, MySpace and moreTwitter, Facebook, MySpace and more

MobileMobile6161

The Next Step ContinuedThe Next Step Continued

Press Releases (paid for on external Press Releases (paid for on external sites) sites)

PR web sites that specialize in online press PR web sites that specialize in online press releases canreleases can

help in taking the press releases outside of help in taking the press releases outside of your own site andyour own site and

onto various web sites of relevance.onto various web sites of relevance. i.e. http://prweb.comi.e. http://prweb.com

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