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Google Site Clinic Uli Lutz, Adel Saoud, Google Search Quality Team February 2010

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Agenda <ul><ul><li>Google Search </li></ul></ul><ul><ul><li>Google Webmaster Tools </li></ul></ul><ul><ul><li>Information sources for webmasters </li></ul></ul>

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Anatomy of Google search results <ul><ul><li>Paid search AdWords advertising program. Paid listings . </li></ul></ul><ul><ul><li>Natural search Ranking determined algorithmically . Unpaid, unbiased listings. </li></ul></ul>

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Our goals <ul><li>Support for all webmasters </li></ul><ul><ul><li>Provide the same tools for all sites, large or small </li></ul></ul><ul><ul><li>100M+ sites on the web; we need something that scales </li></ul></ul><ul><li>Better search results </li></ul><ul><ul><li>The most objective and relevant search results </li></ul></ul><ul><ul><li>Better information -> better web sites </li></ul></ul><ul><ul><li>Better web sites in our index -> better search results for users </li></ul></ul><ul><ul><li>Better understanding of web sites -> better ability to handle them </li></ul></ul>

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Crawling and Indexing Crawling: Create a copy of all the visited pages for later processing by a search engine that will index the downloaded pages to provide fast searches. Google’s web crawler has the username googlebot Indexing: Google determines the content of each page (e.g. PR, keywords) and stores static information about those pages in an index. Serving: Process of returning search results that are relevant and match the user query

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So…what does the Googlebot read on a website? <ul><ul><li>Text in HTML </li></ul></ul><ul><ul><li>Files such as .doc, .xls, .pdf </li></ul></ul><ul><ul><li>Incoming and outgoing links </li></ul></ul><ul><ul><li>Name of a link („Anchor text“)‏ </li></ul></ul><ul><ul><li>Meta tags (title, description)‏ </li></ul></ul><ul><ul><li>Googlebot understands less about: </li></ul></ul><ul><ul><li>Non text- files like movies, images </li></ul></ul><ul><ul><li>Flash (only to a certain extent)‏ </li></ul></ul><ul><ul><li>Java Script (and AJAX)‏ </li></ul></ul>

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Examples of what Google sees on a site <ul><ul><li>Non text- files like movies, images … </li></ul></ul>Alt text should be brief, but accurate Image is not displayed for some reason but at least the alt text is

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Webmaster Tools front to back Explore it all and come back often!

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Solving problems with Webmaster Tools <ul><ul><li>One of my sitelinks is outdated! </li></ul></ul><ul><ul><li>Oh no! I didn't mean for that page to be in Google! </li></ul></ul><ul><ul><li>I redid my site and now my traffic dropped! </li></ul></ul><ul><ul><li>My images aren't showing up in search - why? </li></ul></ul><ul><ul><li>My site's a .com but it's targeted to people in Ireland! </li></ul></ul><ul><ul><li>My previous SEO did spammy stuff; how do I get my site back in Google? </li></ul></ul><ul><ul><li>My competitors are doing spammy things. What can I do about it? </li></ul></ul>

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Dashboard Crawl errors Links to your site Queries your site ranks for

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Tip #1: Content analysis Title tags, alt attributes and descriptions: Make them descriptive and accurate

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Content analysis Sitelinks Title Description

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Content analysis - Sitelinks Manage your site links

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Tip #2: Identify crawl errors “ Make sure search bots can crawl your site”

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Crawl errors Error details List of URLs Error categories

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Tip #3: Give information that users are looking for “ Users type words to find your pages: Make sure that your site includes those words within ”

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How do users find your site? Top search queries your site ranks for Top searches for which users reached your site

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Tip #4: Set a geographic target Tell Google the location of your web site: Improve geographic targeting

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Set a geographic target <ul><ul><li>If your site targets several different regions (e.g. all English speakers), you don’t need to set a target </li></ul></ul><ul><ul><li>We also look at TLD and server location </li></ul></ul>

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Get the information you need Make the most of Google resources

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Webmaster Central www.google.ie/webmasters

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Webmaster Guidelines

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Official Webmaster blog

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Help Center

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Feel free to use &quot; Ringsend &quot; in the subject to raise our attention Google Help Forum

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www.google.ie/webmasters Explore it! Thank you!