Getting your reports and website to the top of search engines Susan Anderson e-Cocreate Solutions July 2007
What you need to know about search engines  <ul><li>Top ranking a mix of art, science, best practices </li></ul><ul><li>Ne...
The Secret <ul><li>3 Steps to getting  PDF   reports  to the top of search engines </li></ul>
3 Steps to Get Your  Reports  to the Top of Search Engines <ul><li>1. Title your report to be found by googling </li></ul>...
Step 1:  Title your report to be found
Step 2:  Include metadata in your PDF report properties
Step 3:  Include metadata in your report’s webpage
Case Study
Naming your report <ul><li>No “plain language” report title and no metadata  </li></ul><ul><li>= No ranking </li></ul>
Title added to PDF properties Title is essential
Adding title to PDF metadata  gives a 4 th  page ranking
Webpage title added, gives a 2 nd  page ranking After adding new web page title:  “ Wait Times Report 2006”
What if? <ul><li>The report was titled to be found and metadata was added to both the PDF and webpage? </li></ul><ul><li>I...
4 Steps to getting your  information  to the top of search engines
The 4 secrets to getting  information  to the top of search engines <ul><li>1.  Write content that is optimized for readin...
Step 2. Add key words and key word phrases <ul><li>Frequency of keywords and phrases </li></ul><ul><ul><li>3-4 times per p...
Step 3:  Use Key Phrase Hyperlinks <ul><li>Important pages on a site have the most internal links </li></ul><ul><li>Pages ...
Step 4:  Get external links <ul><li>Suggestions to get external links pointing to your information: </li></ul><ul><ul><li>...
Questions:  Susan Anderson  sanderson@e-cocreate.com
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Getting reports and websites to the top of search engines

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  • Commitment between Program areas, web and pubs Algorithms are filtering and evolving
  • How would a potential client search for your report Step 1: Title of your report Critical first step to ensuring top placement Title your report for how users would search Back to basics What would a potential client/reader type into Google to find your report Think and title from a customer’s perspective Guaranteed low ranking “ Promotional” or “marketing-lingo” titles Long, involved titles Complex titles written in obscure foreign languages 374 health and information related sites linking to CIHI’s site Metadata includes: title, keywords, description
  • 2 nd page ranking
  • Quantity and type of “in-bound links” Number of external sources pointing to your document/site Links from important and relevant sites Encourage this but don’t get too many too fast Words used for the in-bound links Use targeted phrases in links Important, high-quality sites receive a higher PageRank, which Google remembers each time it conducts a search
  • Getting reports and websites to the top of search engines

    1. 1. Getting your reports and website to the top of search engines Susan Anderson e-Cocreate Solutions July 2007
    2. 2. What you need to know about search engines <ul><li>Top ranking a mix of art, science, best practices </li></ul><ul><li>Needs ongoing commitment </li></ul><ul><li>Search algorithms are “smart” </li></ul><ul><li>Rankings increase when PDF docs and web pages have metadata </li></ul><ul><li>Search engines spider or crawl like people prefer to read on the web: bullets, hyperlinks, subtitles, short paras, most important info up front </li></ul><ul><li>If you’ve written well for the web, you’ve written well for search engines </li></ul>
    3. 3. The Secret <ul><li>3 Steps to getting PDF reports to the top of search engines </li></ul>
    4. 4. 3 Steps to Get Your Reports to the Top of Search Engines <ul><li>1. Title your report to be found by googling </li></ul><ul><li>2. Include metadata in the PDF </li></ul><ul><li>3. Include metadata in the report’s webpage </li></ul>
    5. 5. Step 1: Title your report to be found
    6. 6. Step 2: Include metadata in your PDF report properties
    7. 7. Step 3: Include metadata in your report’s webpage
    8. 8. Case Study
    9. 9. Naming your report <ul><li>No “plain language” report title and no metadata </li></ul><ul><li>= No ranking </li></ul>
    10. 10. Title added to PDF properties Title is essential
    11. 11. Adding title to PDF metadata gives a 4 th page ranking
    12. 12. Webpage title added, gives a 2 nd page ranking After adding new web page title: “ Wait Times Report 2006”
    13. 13. What if? <ul><li>The report was titled to be found and metadata was added to both the PDF and webpage? </li></ul><ul><li>Is your organization doing this? Doing it well? Doing it consistently? </li></ul><ul><li>Are your reports going to be found? </li></ul>
    14. 14. 4 Steps to getting your information to the top of search engines
    15. 15. The 4 secrets to getting information to the top of search engines <ul><li>1. Write content that is optimized for reading on the web </li></ul><ul><li>2. Add key words and key word phrases </li></ul><ul><li>3. Include key phrase hyperlinks within your web pages pointing to other important info within your site </li></ul><ul><li>4. Get external links from reputable sources linking to your information </li></ul>
    16. 16. Step 2. Add key words and key word phrases <ul><li>Frequency of keywords and phrases </li></ul><ul><ul><li>3-4 times per page </li></ul></ul><ul><li>Use questions for subheadings </li></ul><ul><ul><li>“ What are Canadian </li></ul></ul><ul><ul><li>hospital wait times?” </li></ul></ul><ul><ul><li>“ What percentage of </li></ul></ul><ul><ul><li>body fat is acceptable?” </li></ul></ul>
    17. 17. Step 3: Use Key Phrase Hyperlinks <ul><li>Important pages on a site have the most internal links </li></ul><ul><li>Pages linking to external sites can be penalized when the external site is not linking back </li></ul>
    18. 18. Step 4: Get external links <ul><li>Suggestions to get external links pointing to your information: </li></ul><ul><ul><li>Send an invitation to partners, suppliers or relevant industry associations with your link and download path </li></ul></ul><ul><ul><li>Request reciprocal links </li></ul></ul>
    19. 19. Questions: Susan Anderson sanderson@e-cocreate.com
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