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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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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  • Out of date information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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