UK University Website Visibility - responding to the quirks of the crawler<br />Melius Weideman<br />CPUT, Cape Town, Sout...
2<br />
Content<br /><ul><li>Philosophies & assumptions
Website visibility
Visibility model
Inlinks
Body keywords</li></ul>3<br /><ul><li>Measurements
DESCRIPTION metatag
TITLE tag
Header tags
Final score
Anchor text
Academic rankings?
Correlation?
Summary</li></ul>.<br />
Philosophy  1<br />Website Design should be done for 2x Audiences: Crawlers (Visibility) & Humans (Usability)<br />On SPEC...
Philosophy  2<br />The Internet is about Users, Websites and Search Engines, and their interaction<br />5<br />.<br />
Philosophy  3<br />Website success depends on synergy between eight entities<br />Management<br />owns & has expectations ...
Philosophy  4<br />Websites need SEO and PPC for proper exposure<br />SEO<br />PPC<br /><ul><li> Long time to market
 Virtually immediate
 Cannot switch ON/OFF
 Full control
 Draws disinterested clicks
 Pulls in targeted audience
 High level of acceptance
 Distrust
 Cheap in the long run
 Expenses never stop
 Campaigns complex to manage
 Once done, low complexity</li></ul>If you can afford to, split your budget across both<br />7<br />.<br />
Assumptions  1<br /><ul><li>Population (150??) & Sample (38) - Russell and 1994
Easily accessible (read: free) testing programs
URL Guessing, etc
Easily accessible tools to be used for repeats</li></ul>.<br />8<br />
Assumptions  2<br />The Runners are:<br />.<br />9<br />
Website Visibility  1<br />Highest Ranking Paid Result<br />How do the SEs Present Search Results?<br />Top-listed Paid Re...
Website Visibility  2<br />WHAT?<br /><ul><li>It is a feature of a given webpage
This feature is defined by the degree of ease with which a search engine crawler can find the webpage
Once found, it is further defined by the degree of success the crawler has in indexing the page
A webpage with high visibility can be easily found and has been designed in such a way that a crawler will find a large am...
Website Visibility  3<br />WHY?<br /><ul><li>  High SE rankings not negotiable for websites with commercial intent
  Most websites must be visible to SE crawlers
  91% of users do not read past SERP #3
  Thus - extreme competition for top ranking positions in SERPs</li></ul>It is necessary for any webpage whose owner wants...
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UK University Website Visibility - responding to the quirks of the crawler

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Slides for a talk on "UK University Website Visibility - responding to the quirks of the crawler" given by Melius Weideman at UKOLN's IWMW 2011 event.

See http://iwmw.ukoln.ac.uk/iwmw2011/talks/weideman/

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UK University Website Visibility - responding to the quirks of the crawler

  1. 1. UK University Website Visibility - responding to the quirks of the crawler<br />Melius Weideman<br />CPUT, Cape Town, South Africa<br />
  2. 2. 2<br />
  3. 3. Content<br /><ul><li>Philosophies & assumptions
  4. 4. Website visibility
  5. 5. Visibility model
  6. 6. Inlinks
  7. 7. Body keywords</li></ul>3<br /><ul><li>Measurements
  8. 8. DESCRIPTION metatag
  9. 9. TITLE tag
  10. 10. Header tags
  11. 11. Final score
  12. 12. Anchor text
  13. 13. Academic rankings?
  14. 14. Correlation?
  15. 15. Summary</li></ul>.<br />
  16. 16. Philosophy 1<br />Website Design should be done for 2x Audiences: Crawlers (Visibility) & Humans (Usability)<br />On SPEC - on BUDGET - on TIME<br />These are the measures of success for a civil engineering project …<br />Is this true for holistic website design?<br />NO!! - the user will decide on the success of a website – USABILITY and VISIBILITY!<br />4<br />.<br />
  17. 17. Philosophy 2<br />The Internet is about Users, Websites and Search Engines, and their interaction<br />5<br />.<br />
  18. 18. Philosophy 3<br />Website success depends on synergy between eight entities<br />Management<br />owns & has expectations of<br />The User<br />visits to satisfy information need<br />Marketing<br />markets<br />designs and maintains<br />stores and presents<br />Web Designer<br />optimizes for search engines<br />crawls and regurgitates<br />designs images for<br />Graphic Designer<br />Hosting Company<br />SEO Specialist<br />Search Engine<br />6<br />.<br />
  19. 19. Philosophy 4<br />Websites need SEO and PPC for proper exposure<br />SEO<br />PPC<br /><ul><li> Long time to market
  20. 20. Virtually immediate
  21. 21. Cannot switch ON/OFF
  22. 22. Full control
  23. 23. Draws disinterested clicks
  24. 24. Pulls in targeted audience
  25. 25. High level of acceptance
  26. 26. Distrust
  27. 27. Cheap in the long run
  28. 28. Expenses never stop
  29. 29. Campaigns complex to manage
  30. 30. Once done, low complexity</li></ul>If you can afford to, split your budget across both<br />7<br />.<br />
  31. 31. Assumptions 1<br /><ul><li>Population (150??) & Sample (38) - Russell and 1994
  32. 32. Easily accessible (read: free) testing programs
  33. 33. URL Guessing, etc
  34. 34. Easily accessible tools to be used for repeats</li></ul>.<br />8<br />
  35. 35. Assumptions 2<br />The Runners are:<br />.<br />9<br />
  36. 36. Website Visibility 1<br />Highest Ranking Paid Result<br />How do the SEs Present Search Results?<br />Top-listed Paid Results<br />Side-listed Paid Results<br />Highest Ranking Natural Result<br />Natural (Organic) Results<br />10<br />.<br />
  37. 37. Website Visibility 2<br />WHAT?<br /><ul><li>It is a feature of a given webpage
  38. 38. This feature is defined by the degree of ease with which a search engine crawler can find the webpage
  39. 39. Once found, it is further defined by the degree of success the crawler has in indexing the page
  40. 40. A webpage with high visibility can be easily found and has been designed in such a way that a crawler will find a large amount of relevant, easy to index information on the page</li></ul>11<br />.<br />
  41. 41. Website Visibility 3<br />WHY?<br /><ul><li> High SE rankings not negotiable for websites with commercial intent
  42. 42. Most websites must be visible to SE crawlers
  43. 43. 91% of users do not read past SERP #3
  44. 44. Thus - extreme competition for top ranking positions in SERPs</li></ul>It is necessary for any webpage whose owner wants it to be found on the Internet – try to impress the SE CRAWLER<br />12<br />.<br />
  45. 45. Website Visibility 4<br />More WHY …<br />Because users are lazy!<br />13<br />.<br />
  46. 46. Website Visibility 5<br />Even more WHY …<br />Where do they click on the SERP?<br />.<br />14<br />14<br />
  47. 47. Website Visibility 6<br />The Role players<br />Did you know?<br />One out of 7 Google searches are done on a mobile, and 30% of them are for restaurants!<br />65.5<br />15.9<br />14.1<br />+<br />95.5%<br />15<br />.<br />
  48. 48. Visibility Model 1<br />16<br />.<br />16<br />
  49. 49. 17<br />Visibility Model 2<br />Elements of Visibility - Positive<br />.<br />
  50. 50. Elements of Visibility - Negative<br />18<br />Visibility Model 3<br />.<br />
  51. 51. Measurements<br />Backlinks - simple counting and ranking, but the other 5 ...<br />Position …<br />Weight …<br />Rank & Class …<br />Score …<br />38Class 1 Uni P<br />37 Class 2 Uni Q<br />36 -<br />35 Class 3 Uni R, S<br />34<br />33<br />32 Class 4 Uni T, U V<br />35.5<br />33<br />.<br />19<br />
  52. 52. Inlinks 1<br />Example<br />.<br />20<br />
  53. 53. Inlinks 2<br />Class definition<br />Rank = Class<br />No class definitions necessary – simply rank according to number of backlinks<br />.<br />21<br />
  54. 54. Inlinks 3<br />Results<br />.<br />22<br />
  55. 55. Body Keywords 1<br />Examples<br />.<br />23<br />
  56. 56. Body Keywords 2<br />Class definitions<br />Class 1: First keyword/phrase is the full uni name in separate keywords<br />Class 2: First keyword/phrase is not the full uni name in separate keywords, second keyword/phrase is the full uni name in separate keywords<br />Class 3: First and second keyword/phrase combined is the full uni name in separate keywords<br />Class 4: None of Class 1, 2 or 3, but parts of name appear in 1st 5 keywords/phrases, other keywords/phrases are descriptive of a uni<br />Class 5: Uni name not used in 1st 5 keywords/phrases, but other related terms are present<br />.<br />24<br />
  57. 57. Body Keywords 3<br />Results<br />.<br />25<br />
  58. 58. Anchor text<br />Problem …<br />No method available in defined tools to measure, so, omitted for this project<br />.<br />26<br />
  59. 59. DESCRIPTION metatag 1<br />Reminder<br />.<br />27<br />
  60. 60. DESCRIPTION metatag 2<br />Examples<br />.<br />28<br />
  61. 61. DESCRIPTION metatag 3<br />Class definitions<br />Class 1: Multiple sentence, keyword rich, well written, strong uni related<br />Class 2: Multiple sentence, uni related, some relevant keywords<br />Class 3: Single sentence, uni related, some relevant keywords<br />Class 4: Short phrase, few relevant keywords<br />Class 5: No relevant keywords<br />Class 6: No metatag<br />.<br />29<br />
  62. 62. DESCRIPTION metatag 4<br />Results<br />.<br />30<br />
  63. 63. TITLE tag 1<br />Reminder<br />.<br />31<br />
  64. 64. TITLE tag 2<br />Reminder<br />.<br />32<br />
  65. 65. TITLE tag 3<br />Examples<br />.<br />33<br />
  66. 66. TITLE tag 4<br />Class definitions<br />Class 1: Starts with full uni name, plus other highly relevant keywords<br />Class 2: Full uni name mixed with other relevant terms<br />Class 3: Only full uni name<br />Class 4: Uni full name first, plus no-value terms (Welcome, Homepage)<br />Class 5: Starts with no-value words<br />.<br />34<br />
  67. 67. TITLE tag 5<br />Results<br />.<br />35<br />
  68. 68. HEADER tags 1<br />Examples<br />.<br />36<br />
  69. 69. HEADER tags 2<br />Class definitions<br />Class 1: One H1, very descriptive, some H2 and H3<br />Class 2: One H1, descriptive, some other Hs<br />Class 3: One H1, some H2 and/or H3<br />Class 4: One H1<br />Class 5: No H1, some H2 and H3<br />Class 6: Multiple H1 OR no Hs OR Hs present but no-value content<br />.<br />37<br />
  70. 70. HEADER tags 3<br />Results<br />.<br />38<br />
  71. 71. FINAL SCORE<br />.<br />39<br />
  72. 72. Academic Rankings<br />.<br />40<br />
  73. 73. Correlation?<br />Identical rank<br />28<br />Varies by up to 2<br />2<br />6<br />Varies by 20 +<br />8<br />11<br />13<br />38<br />.<br />41<br />
  74. 74. 42<br />Summary <br />If I have to choose only 1 slide, what should I REALLY remember?<br /><ul><li> You HAVE to rank at least somewhere on Google/Yahoo!/Bing p1 for at least ONE key phrase!
  75. 75. USABILITY and VISIBILITY are the most important design factors
  76. 76. Both have to be earned through elbow grease – neither will just happen
  77. 77. Do not expect your garden-variety web designer to have an interest in either
  78. 78. Apply SEO & PPC judiciously - SEO if finances are limited, PPC if quick ranking is needed, both for sensible exposure
  79. 79. LOOK and LEARN from your competitor’s websites
  80. 80. Get the easy-to-do basics right first - TITLE, metatags, H1’s, anchor text and manual submission
  81. 81. Now move on to the two big ones - canvass those inlinks and have body text rewritten by an expert to be very descriptive and keyword-rich
  82. 82. Ride the Tour de France – the TOP TWO universities in the final scoring NEVER featured in the top 5 in any one of the individual measurements …</li></ul>.<br /><ul><li>Visibility is not necessary for ALL websites, but Usability is!</li></ul>www.book-visibility.com<br />42<br />
  83. 83. ?<br />.<br />43<br />
  84. 84. 44<br />
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