Leveraging Organization’s Web Ranking:
Strategic and Techniques
Surasak SanguanpongDepartment of Computer Engineering,
Faculty of Engineering, Kasetsart [email protected] Seminar, 11 Sep 2018
Topics
PART 1: Understanding Web Visibility & Ranking
PART 2: The WEBOMETRICS
PART 3: How to Get Better Ranking
PART 1Understanding Web Visibility and Ranking
How many websites are there in the world?
Internet Live Stats
There are
1,911,101,911websites in the World as of 06:38 9/11/2018
http://www.internetlivestats.com/watch/websites/
How many pages are in Google's web index in 2017?
Google Reports
The Google Search index contains hundreds of billions of web pages and is
well over 100,000 Terabytes in size.
Modified form https://www.google.com/intl/en_uk/search/howsearchworks/crawling-indexing/
The Deep and Dark Web
https://hackercombat.com/the-best-10-deep-web-search-engines-of-2017/
The Hyperlinks• Speaker’s Research on
Thai WWW Connectivity (2007)• 1,086,846 HTML • 6,763 Web Servers• 18,663,331 Links
Q: How to ensure that people find our Websites?
A: Visibility of Websiteis a need
Website Visibility
• How visible a web site appears based on the search engines and keywords selected
Visibility of 100%: 1st page on the major search engines results
Visibility of 0%: not found on the major search engines 1st page
Top Search Engines
Top 10 Truehits Ranking Rank URL
1 www.mahidol.ac.th2 www.ku.ac.th3 www.lib.ru.ac.th4 www.muic.mahidol.ac.th5 www.stou.ac.th6 www.rmutt.ac.th7 www.lib.ku.ac.th8 www.li.mahidol.ac.th9 edltv.dlf.ac.th
10 www.grad.psu.ac.th
Aug 5, 2018 Stat
Measurements: Unique Visitor &Pageviews
Alexa Top 500 Thailand
Showing Education Sector
Measurements: Unique Visitors and Pageviews
Web Myths
• It’s a facebook/Instagram age!
•Why making web, no one sees!
Web Reaility
30% Won’t consider a business without a website
46% A website is the biggest determinant of whether they trust a company
63% Use websites to find or engage with businesses
30%
46%
63%
https://searchengineland.com/5-reasons-websites-still-matter-local-search-2017-275080
PART 2The WEBOMETRICS
University Ranking
Study of Quantitative Metrics
The Webometrics
Universities ranking system based on quality&quantity of Web contents
Own by Cybermetrics Lab, a unit of the Spanish National Research Council (CSIC),
First Edition: 2004
Since 2008, publishing two times (January & July) per year
Objectives of the Ranking Web
The Ranking Web is built frominformation published in the so-calledPublic Web
Answer
Promote the Open Access initiativesspecially among the universities fromall over the world
Objective
1 1
The Ranking Web publishes world,continental and country classificationsfor more than 20 000 universities
Answer
Provide rank information for everyuniversity, including those from thedeveloping countries
Objective
2 2
The Ranking Web does not acceptpaid publicity and it is not linked to anyfor-profit or non-academic organization
Answer
Publish a fully independent andtransparent ranking, guided by ethicaland academic principles
Objective
3 3
Webometrics Page• North America• Latin• Europe• Asia• Africa• Arab• Ocenia
World RankingTop 5 @July 2018
TH RankingTop 5 @July 2018
STOU Rank
ACTIVITY50%
Ranking MethodologyVISIBILITY
50%
PRESENCE: 5%Web pages
OPENNESS: 10%Open publications
EXCELLENCE: 35%Publications
IMPACT: 50%Links
Composite Indicator (2018)
Summary of Sources
50% Impact
35% Excellence
10% Openness
5% Presence
Google: Presence
Scimago: Excellence
PART 3How to get better Ranking
Understanding SEO
Search engine optimization (SEO)
Process of affecting the online visibility of a website in a search engine's unpaid results
Often referred to as "natural", "organic", or "earned" results
Why 1st Page is important?
https://chitika.com/2013/06/07/the-value-of-google-result-positioning-2/
SEO test• Trying keyword
• Go to incognito mode
Inclusion TestHow many pages are being indexed?
Tips 1: Maximize on Page QualityIMPROVING PRESENCE
Key Factors
On PageQuality Crawlability
Valuable & Informative
ContentContent
Freshness
A website with brilliant content can do great with or without SEO. A website with bad content will not survive with or without SEO. A website with good content can become even better with SEO!
On Page SEO Techniques• Content quality comes first!• Page titles and meta descriptions• Headings and content formatting• Images and other multimedia
elements• Internal links• External links
W3C Validator
Google Lighthouse Auditor• Accessibility• Page loading speed
Website Infrastructure• Responsive Design for Mobile friendliness
• HTTPS
• Web Robot friendly (with robots.txt)
Responsive Design for Mobile • Goto https://search.google.com/test/mobile-friendly
• Tips: https://developers.google.com/search/mobile-sites/website-software
Ensuring HTTPS• Check
Indexability: robots.txt• “You don’t want your server to be overwhelmed by Google’s
crawler or to waste crawl budget crawling unimportant or similar pages on your site.”
• By using your robots.txt the right way, you can tell search engine bots to spend their crawl budgets wisely
Things Consider Harmful• Poor Page Components:
• Flash• Frame• Splash pages• Images only page• Drop down Menu• Error • Bad Javascript
• Fool Search Engines with:• Keyword Stuffing• Cloaking (different page for SE than user)
• Hidden Text• Doorway Pages• Redirect Pages• Duplicate Content• Link Farms
Don’t Use Black Hat Trickshttps://www.semrush.com/blog/semrush-study-on-site-seo-issues/
Tips 2: Promotion OFF PageIMPROVING VISIBILITY
Quality and Quantity of Inbound Links • Social Media Presence
• Blogging
• PR news in International activity and collaborations
Backlink Analysishttp://www.seoreviewtools.com/valuable-Backlinks-checker/
TIPS 3: More Academic PublicationsIMPROVING TRANSPARENCY AND EXELLENCE
Academic Publications• Promote Academic
Publication
• Individual Google Scholar Membership
• Publication on impact journal
Strategic & Tactics
Key Strategics
• Involving EVERYBODY• Faculty members, librarians, post-graduate students as web
producers
• Encourage and supporting of personal and group web pages • Structure of the university, organization, activities, • knowledge and technological information• Web hosting services• All under stou.ac.th domain
Tactics 1: Increasing Contents Quantity
•More number of HTML pages • Including Rich files
.pdf, .doc, .docx, .ps, .eps, .ppt .ppts
Tactics 2: Promotion of Qualitative Contents
• Research results in Publishers and OPEN ACCESS
• Research publications: The most prestigious mission, the key for achieving World-class status
• All the academic papers, scientific monographs, thesis and dissertations, conference proceedings under institutional Open Access repository
Tactics 3: Promotion of International Contents
• English: “lingua franca” of scholarly communication
• Balance both English and Local Language
Tactics 4: Empowering IT Services
•Qualitative of Services is a key!• Availability• Reliability• Speed• Wireless Coverage
Cybernatics Comments on Thai Web• Thailand is the second country in the regional ranking (after
Singapore), but without any university in top500 of the Excellence indicator
• Performance in the Openness is better but only for a limited number of universities
• Personal pages are very few and with rustic basic interfaces, providing a below expectations amount of information
• Impact measured through link visibility is mostly local, probably due to the lack of contents in international languages