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Search Engine Optimization for Your Web Site. Dr. Soe, Dr. Westfall & CIS Dept. California Polytechnic University, Pomona, June 2009 Agenda. Introduction Steps to take to make your pages show up higher in search engines

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Search engine optimization for your web site l.jpg

Search Engine Optimization for Your Web Site

Dr. Soe, Dr. Westfall & CIS Dept.

California Polytechnic University, Pomona, June 2009

Agenda l.jpg

  • Introduction

  • Steps to take to make your pages show up higher in search engines

  • How do search engines work?

  • How do you get your web site listed?

  • Search engine exercise

Introduction search engines l.jpg
Introduction: Search Engines

  • Search engines return lists of links based on search words entered by user

  • Most users only look at 10-20 items in search output before changing words

  • Placement--how high a web page is in the listings--is critically important in generating traffic from search engines

High search engine placement l.jpg
High Search Engine Placement

  • "We can guarantee you a top 10 ranking"

    • what's it worth?

    • how can they do it?

    • Ixquick search on telecommuting productivity

      • does not include Google, but see next page

High search engine placement5 l.jpg
High Search Engine Placement

  • Google and Yahoo searches on specified words

    • telecommuting productivity

    • Westfall research

    • Mrs. Westfall

    • textbook ripoff

What are key words l.jpg
What Are "Key Words?"

  • words that are what your web page is really about

    • just as the words in the title of a text book are what it's about

    • usually are found in your page a lot

  • words that people would use to search for a web page like yours

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Putting Keywords in Pages

  • in the text of your pages, using an authoring tool like Dreamweaver

    • make sure that keywords are in the visible text of your page fairly often, especially in prominent places such as near top, in links, headers, etc.

  • in the code of your pages

    • using an editor like Notepad

    • or using authoring tool's code window

Putting keywords in code l.jpg
Putting Keywords in Code

  • put keywords into <title> tag

  • put keywords in <H1> tag at page top

  • put keywords into <img alt=" "> tags

  • put keywords in the text of links and in the letters of the URL also if possible

    • e.g.,

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Code Examples

  • Include some keywords in phrases in important HTML tags, but do it in a natural phrase that describes things

    • Replace <title>Untitled-1</title> with a <title>[keywords]</title>

    • Replace <img src="file1.jpg"> with <img src="[keywords].jpg" alt="[keywords]">

    • Replace <p>[some words at top of page] with <h1>[keywords among words]</h1>

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What Not to Do

  • don’t use keywords that are not related to the content of the page

  • don’t repeat keywords in any ways that don’t make sense

    • not in very small text

    • not in text color similar to background color

    • not repeated many times in a row

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Register your Web Site with Search Engines

  • Register individually with top sites

    • Yahoo! , AOL, MSN, Open Directory Project (goes into Google, etc.)

  • Try site submission web sites?

    • Submit Express 75,000 search engines, $25

    • Submit-it submission also a waste of money, but other services might justify $49

  • Change content, resubmit every so often?

Search engines deliver indexes l.jpg
Search Engines Deliver Indexes

  • User requests information via search page

  • Query engine searches database

  • Delivers list of web resources

    • creates results web page based on search

  • Listed in order of a calculated index

    • index values based on search words, and also on "popularity" of site

    • but usually preceded by "paid placements"

Web directories built by human indexing l.jpg
Web DirectoriesBuilt by Human Indexing

  • Analyze site’s purpose

  • Classify sites by broad subject area

    • hierarchical classification schemes

  • Yahoo! - has many people reviewing web site submissions

    • doesn't have to accept submissions

    • 6 week delay unless pay for priority service?

Meta search engines l.jpg
Meta Search Engines

  • Don't have their own databases or indexing

    • instead, combine results from other search engines

  • Examples

    • Dogpile, Vivisimo

    • Ixquick (top 10 listings in other search engines)

Search engines ranked by of people that use them l.jpg
Search Engines Ranked by % of People that Use Them

  • Google 56.3%

  • Yahoo 21.5

  • MSN 8.4

  • AOL 5.3

  • Source: Nielsen/Net Ratings quoted in Wikipedia Search engine article as of July 2007

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Get Site Into Directories

  • Directories (e.g., Yahoo!) require careful selection of search categories & keywords

  • Search for your keywords on Yahoo! to find appropriate categories

  • Yahoo! asks for a 25-word description of content

    • make it really good to impress human indexers

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Targeting Spiders

  • pick "keywords" that people would use to find a page like yours

  • make these keywords prominent in your web pages, especially in the entry page

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Meta Tags

  • keywords meta tag used to be important

    • <meta name="keywords" content= "telecommuting, research, telecommuting research, telecommute, telecommutes, telecommuter, telecommuters">

    • search engines generally ignore them now because of widespread attempts to use them to manipulate rankings

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Meta Tags - Description

  • even though not used much in rankings anymore, contents of following tag are shown in Google outputs

    • <meta name="description" content="Westfall research and papers on telecommuting, telecommuting productivity, telecommuting economic analyses, telecommuting strategies">

Keywords for spiders l.jpg
Keywords for Spiders

  • All keywords are not created equal - spiders give heavier weights to:

    • keywords in the <title> (more than once?)

    • keywords in <h1> and other headers

    • keywords in other text near top of page

    • keywords in <img alt="[keywords]"> tags

    • keywords in links (seen by user or in URLs)

    • How Search Engines Rank Web Pages

More keywords for spiders l.jpg
More Keywords for Spiders

  • Use keywords frequently, but don't repeat same word more than once in a row

    • OK: pizza pizza

    • not good: pizza pizza pizza pizza pizza pizza

  • Use variations of keywords (plurals)

  • Use keywords in alternate text for images

    • <img src "file.jpg" alt="[keywords]">

  • Google Search Engine Optimization 101 My list

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Links for Spiders

  • Number of pages linking to a site has become extremely important

    • Google pioneered this

    • if high ranking pages link to a site on the same topic, it must be good

  • Quality of links is also important

    • need to be relevant both to page they are on and to linked page

Trying to fool spiders l.jpg
Trying to Fool Spiders

  • Search Engine "Spamming":

    • spiders are being programmed to detect it

  • Examples:

    • repeat hidden keywords

      • in background color, or <font size=1>

    • keywords not related to site content

    • irrelevant links: "link farms" or "link stuffing" (ethical issues)

I can guarantee a top 10 l.jpg
"I can guarantee a top 10 …"

  • Junk mail and web sites

  • True, but…

    • not for your 1st choices of key words

  • Use relatively unique combination of several words, and put them into key parts of page (<title>, <H1>, etc.)

    • probably not many people will search for this combination of words

      • e.g., telecommuting productivity

Guaranteed top 10 listing l.jpg
Guaranteed Top 10 Listing

  • Use misspelled words

    • including 2 words ran together (no space between e.g., muhammedgonzales)

  • Search for these made-up words

    • keep trying until you find a "word" not found on any other page

  • Put in page, get links to page in another page(s), submit to search engine(s)

Googlewhacks l.jpg

  • identify two words, NOT in quotation marks, that get only one result in Google

  • examples

  • Exercise: find another Googlewhack

Google bombing l.jpg
"Google Bombing"

  • drives traffic to other pages by links and keywords

    • early (2001) Google bombing campaign

    • Wikipedia Google bomb article

    • Wikipedia Political Google bombs article

Search engine exercise l.jpg
Search Engine Exercise

  • Search for your keywords on any automated search engine

  • For top 2-4 sites, look for keywords in:

    • <meta...>, <title>, <h1>, <a href="…>, <img… alt="…>, etc. (use View, Source)

    • words in page, esp. near top

    • also use Google advanced search (Page-Specific) to find pages linking to these sites

  • Report any patterns you see