Technical aspects of search engine marketing by adam howitt
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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?

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Technical Aspects of Search Engine Marketing By Adam Howitt

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Technical aspects of search engine marketing by adam howitt

Technical Aspects of Search Engine MarketingBy Adam Howitt


Frequently asked questions

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

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

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

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

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  • Out of date information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

New Technology, New Problems

  • Growth of new Information

    • Lower entry cost

    • Ease of publishing

  • Quality of information

    • Fewer editors


Search engine ceo business plan

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

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

Page Title

Site Name

URL Length

Directory Name

Page Name

Internal Links

Page Headings

How Search Engines See Your Pages (1/2)


How search engines see your pages 2 2

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

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

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

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 questions1

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

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


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