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


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