Search Engine Optimization Tools - Tutorial: Google for Webmaster

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  • 1. Google for Webmasters

2. Your site and Google Ranking and Serving Indexing Crawling Discovering 3. Your content and Google Getting pages in (and out) of Googles index Making your site accessible And smartly labeled 4. How Google discovers your site Organic links Add URL tool:http://www.google.com/addurl/ Sitemaps 5. Discoverability Sitemaps

    • XML Sitemaps
    • Useful for:
      • Dynamic content
      • Websites with few incoming links
      • Large archive of content pages
    • Provides Google with information on:
      • When the site was last updated
      • How often it changes
      • The relative importance of pages on your site
    • http://www.google.com/support/webmasters/bin/answer.py?answer=40318
    • Andhttp://www.sitemaps.org

6. Telling Google whatnotto index

  • You may wish to block from search engines
      • Private information
      • Sections or pages under construction
  • Blocking options include
      • Robots.txt
        • http://www.google.com/support/webmasters/bin/answer.py?answer=35302
      • Meta tags
    • http://www.google.com/support/webmasters/bin/answer.py?answer=93710
      • NOTE:Not to be used simultaneously to block the same set of pages.

7. Understanding accessibility

  • Accessibility is a critical component of web sites, enabling
    • Effective crawling by Googlebot
    • Browsing and interacting on a mobile device
    • Understanding of content by the sight-impaired

8. Accessibility and Googlebot

  • Googlebot is good at crawling text:
    • HTML
    • PDFs, docs, txts, etc
  • More challenging for Googlebot:
    • Images and movies
    • Dynamic and rich content: Flash, JavaScript, frames, or dynamically generated URLs
  • Advice: View your site in a text-only browser:

9. Making your images more accessible

      • Googlebot-- what a dreamboat. It's like he knows us , , and soul.
    • Describe the important content of each image in text
    • Use alt-text
    • Descriptive file names

10. Dynamic & media rich content suggestions

  • Design for accessibility
      • Focus on users
      • Multiple browsers
        • Mobile phone
        • Screen readers
  • Design with progressive enhancement
      • Navigation in HTML, then add your rich content
      • Example: YouTube

For best uses of Flash: http://googlewebmastercentral.blogspot.com/2007/07/best-uses-of-flash.html For best uses of Ajax: http://googlewebmastercentral.blogspot.com/2007/11/spiders-view-of-web-20.html 11. Importance of titles and descriptions HTML Code: < title >Google Webmaster Central title > 12. Duplicate content

  • What is duplicate content?
      • Example: article and printer version of the site
  • Best practices:
      • 301s
      • Preferred domain feature
      • Robots.txt file

For more helpful tips: http://googlewebmastercentral.blogspot.com/2008/09/demystifying-duplicate-content-penalty.html 13. Ranking Relevance and importance

    • Sites listings are prioritized algorithmically according to pages
    • Relevance
      • Matching the search to the page
      • Taking into account geography
      • In some cases, considering a users web history
    • Importance
    • http://www.google.com/technology
    • http://www.google.com/history

Pigeons ( http://www.google.com/technology/pigeonrank.html ) 14. Understanding PageRank

    • Now just one of more than two hundred ranking components
    • Based more upon quality (rather than quantity) of incomingand naturallinks
      • Buying or selling links to pass PageRank is against Googles Webmaster Guidelines
      • http://www.google.com/support/webmasters/bin/answer.py?answer=66356
    • Best methods to increase PageRank:
      • Create great content
      • Participate thoughtfully in relevant communities online and offline

15. Fluctuations in PageRank and ranking

    • Rankings fluctuate!
    • (Hundreds of ranking signals, with over 450 updated last year alone)
      • Algorithmic updates
      • Changes in your sites contents
      • Changes in other sites contents
      • Violation of Google Webmaster Guidelines

16. Keeping your site strong: Webmaster Guidelines

    • Put yourself in your users shoes
    • Treat Googlebot the same way as your human users (dontcloak !)
    • Make sure outgoing links point to relevant resources that reflect well on you
    • Read our Webmaster Guidelines: http://www.google.com/support/webmasters/bin/answer.py?answer=35769

17. Googles resources for webmasters Googles official blog, help center, discussion group, and beyond 18. Webmaster Central Webmaster Central aims to provide relevant resources and tools to help webmasters get the best experience with Google.http://www.google.com/webmasters

    • Tools
    • Submit your content to Google
    • Blog
    • Help Center Documentation
    • Discussion Group

19. Webmaster Tools An insiders view of your site Google Webmaster Tools provides you a free and easy way to make your site more Google-friendly. Using this tool, you and other site owners can:

    • Get Googles view of your website and diagnose potential problems
    • See how your site is performing
    • Add a Sitemap

20. Webmaster Tools Helping Google help you

    • Communicate with Google
    • Adjust crawl rates
    • Delete outdated sitelinks
    • Report spam and paid links
    • File a reconsideration request

21. Webmaster Tools Discover more Learn how to use Webmaster Tools more in depth: http://www.google.com/webmasters/edu/quickstartguide/index.html 22. Google Webmaster Central Blog

    • The Google Webmaster Central Blog
    • Official Google communications directed at Webmasters
      • Announcements
      • New Features
      • Information on indexing, ranking, guidelines
  • English:http://googlewebmastercentral.blogspot.com/
  • German:http://googlewebmastercentral-de.blogspot.com/
  • Chinese:http://www.googlechinawebmaster.com/

23. Google Webmaster Help Center

    • Hundreds of articles in more than two dozen languages
    • Getting started guides, tips, guidelines, and more

24. Google Webmaster Help Group

    • TheWebmaster Help Groupcan be reached via the link in Webmaster Central
    • Experienced webmasters and Googlers answer your questions.

16 languages supported as of July 2008: English, French, Italian, German, Spanish, Portuguese, Polish, Dutch, Swedish, Finnish, Danish, Russian, Hebrew, Hungarian, Turkish, and Chinese 25. Google Webmaster Central www.google.com/webmasters 26. Other useful tools and resources

  • Google offers many tools and products that can help you better understand your site and enhance your users experiences.
      • Create and share compelling content
      • Gain a deeper understanding of your sites visitors
      • Get insight into your competitors and competitive space

27. Creating and sharing compelling content 28. Deeper understanding of your sites visitors

    • Google Analytics http://www.google.com/analytics/
      • Discover where your visitors come from
      • Learn how they interact with your site
    • Website Optimizer http://www.google.com/websiteoptimizer/
      • Test different combinations of site content
      • Increase visitor conversion rates and satisfaction

29. Research and keep track of your market Trends http://www.google.com/trends Reader http://www.google.com/reader Alerts http://www.google.com/alerts http://www.google.com/options 30. Thank You

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