Search Engine Optimization Tools - Tutorial: Google for Webmaster
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Search Engine Optimization Tools - Tutorial: Google for Webmaster Presentation Transcript

  • 1. Google for Webmasters
  • 2. Your site and Google     Ranking and Serving   Indexing     Crawling Discovering
  • 3. Your content and Google Getting pages in (and out) of Google’s index Making your site accessible …And smartly labeled
  • 4. How Google discovers your site Organic links   Add URL tool: http://www.google.com/addurl/   Sitemaps
  • 5. Discoverability – Sitemaps
      • XML Sitemaps
      • Useful for:
        • Dynamic content
        • Websites with few incoming links
        • Large archive of content pages
      • Provides Google with information on:
        • When the site was last updated
        • How often it changes
        • The relative importance of pages on your site
      • http://www.google.com/support/webmasters/bin/answer.py?answer=40318
      • And http://www.sitemaps.org
  • 6. Telling Google what not to index
    • You may wish to block from search engines…
        • Private information
        • Sections or pages “under construction”
    • Blocking options include…
        • Robots.txt 
          • http://www.google.com/support/webmasters/bin/answer.py?answer=35302
        • Meta tags
      • http://www.google.com/support/webmasters/bin/answer.py?answer=93710
        • NOTE: Not to be used simultaneously to block the same set of pages.
  • 7. Understanding accessibility
    • Accessibility is a critical component of web sites, enabling…
      • Effective crawling by Googlebot
      • Browsing and interacting on a mobile device
      • Understanding of content by the sight-impaired
  • 8. Accessibility and Googlebot
    • Googlebot is good at crawling text:
      • HTML
      • PDFs, docs, txts, etc
    •  
    • More challenging for Googlebot:
      • Images and movies
      • Dynamic and rich content: Flash, JavaScript, frames, or dynamically generated URLs
    • Advice: View your site in a text-only browser:
  • 9. Making your images more accessible
    •  
          • <img src=“googlebot.jpg” alt=“googlebot with flowers”>
        • “ Googlebot -- what a dreamboat. It's like he knows us <head>, <body>, and soul.”
      • Describe the important content of each image in text
      • Use alt-text
      • Descriptive file names
  • 10. Dynamic & media rich content suggestions
    • Design for accessibility
        • Focus on users
        • Multiple browsers
          • Mobile phone
          • Screen readers
    • Design with progressive enhancement
        • Navigation in HTML, then add your rich content
        • Example: YouTube
    For best uses of Flash: http://googlewebmastercentral.blogspot.com/2007/07/best-uses-of-flash.html For best uses of Ajax: http://googlewebmastercentral.blogspot.com/2007/11/spiders-view-of-web-20.html
  • 11. Importance of titles and descriptions HTML Code: < title >Google Webmaster Central</ title >
  • 12. Duplicate content
    • What is duplicate content?
        • Example: article and printer version of the site
    • Best practices:
        • 301s
        • Preferred domain feature
        • Robots.txt file
    For more helpful tips: http://googlewebmastercentral.blogspot.com/2008/09/demystifying-duplicate-content-penalty.html
  • 13. Ranking – Relevance and importance
      • Sites listings are prioritized algorithmically according to pages’…
      • Relevance
        • Matching the search to the page
        • Taking into account geography
        • In some cases, considering a user’s web history
      • Importance
      • http://www.google.com/technology
      • http://www.google.com/history
    Pigeons ( http://www.google.com/technology/pigeonrank.html )
  • 14. Understanding PageRank
      • Now just one of more than two hundred ranking components
      • Based more upon quality (rather than quantity) of incoming and natural links
        • Buying or selling links to pass PageRank is against Google’s Webmaster Guidelines
        • http://www.google.com/support/webmasters/bin/answer.py?answer=66356
      • Best methods to increase PageRank:
        • Create great content
        • Participate thoughtfully in relevant communities online and offline
  • 15. Fluctuations in PageRank and ranking
      • Rankings fluctuate!
      • (Hundreds of ranking signals, with over 450 updated last year alone)
        • Algorithmic updates
        • Changes in your site’s contents
        • Changes in other sites’ contents
        • Violation of Google Webmaster Guidelines
  • 16. Keeping your site strong: Webmaster Guidelines
      • Put yourself in your users’ shoes
      • Treat Googlebot the same way as your human users (don’t cloak !)
      • Make sure outgoing links point to relevant resources that reflect well on you
      • Read our Webmaster Guidelines: http://www.google.com/support/webmasters/bin/answer.py?answer=35769
  • 17. Google’s resources for webmasters Google’s official blog, help center, discussion group, and beyond
  • 18. Webmaster Central Webmaster Central aims to provide relevant resources and tools to help webmasters get the best experience with Google. http://www.google.com/webmasters
      • Tools
      • Submit your content to Google
      • Blog
      • Help Center Documentation
      • Discussion Group
  • 19. Webmaster Tools – An insider’s view of your site Google Webmaster Tools provides you a free and easy way to make your site more Google-friendly. Using this tool, you and other site owners can:
      • Get Google’s view of your website and diagnose potential problems
      • See how your site is performing
      • Add a Sitemap
  • 20. Webmaster Tools – Helping Google help you
      • Communicate with Google
      • Adjust crawl rates
      • Delete outdated sitelinks
      • Report spam and paid links
      • File a reconsideration request
  • 21. Webmaster Tools – Discover more Learn how to use Webmaster Tools more in depth: http://www.google.com/webmasters/edu/quickstartguide/index.html
  • 22. Google Webmaster Central Blog
      • The Google Webmaster Central Blog
      • Official Google communications directed at Webmasters
        • Announcements
        • New Features
        • Information on indexing, ranking, guidelines
    • English: http://googlewebmastercentral.blogspot.com/
    • German: http://googlewebmastercentral-de.blogspot.com/
    • Chinese: http://www.googlechinawebmaster.com/
  • 23. Google Webmaster Help Center
      • Hundreds of articles in more than two dozen languages
      • Getting started guides, tips, guidelines, and more
  • 24. Google Webmaster Help Group
      • The Webmaster Help Group can be reached via the link in Webmaster Central
      • Experienced webmasters and Googlers answer your questions.
    16 languages supported as of July 2008: English, French, Italian, German, Spanish, Portuguese, Polish, Dutch, Swedish, Finnish, Danish, Russian, Hebrew, Hungarian, Turkish, and Chinese
  • 25. Google Webmaster Central www.google.com/webmasters
  • 26. Other useful tools and resources
    • Google offers many tools and products that can help you better understand your site and enhance your users’ experiences.
        • Create and share compelling content
        • Gain a deeper understanding of your site’s visitors
        • Get insight into your competitors and competitive space
  • 27. Creating and sharing compelling content
  • 28. Deeper understanding of your site’s visitors
      • Google Analytics http://www.google.com/analytics/
        • Discover where your visitors come from
        • Learn how they interact with your site
      • Website Optimizer http://www.google.com/websiteoptimizer/
        • Test different combinations of site content
        • Increase visitor conversion rates and satisfaction
  • 29. Research and keep track of your market Trends – http://www.google.com/trends Reader – http://www.google.com/reader Alerts – http://www.google.com/alerts http://www.google.com/options
  • 30. Thank You