Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Getting reports and websites to the top of search engines


Published on

Published in: Business, Technology, Design
  • Be the first to comment

  • Be the first to like this

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