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Getting reports and websites to the top of search engines

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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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