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SEO Temelleri


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SEO Temelleri

  1. 1. Google Site Clinic Uli Lutz, Adel Saoud, Google Search Quality Team February 2010
  2. 2. 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>
  3. 3. 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>
  4. 4. 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>
  5. 5. 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
  6. 6. 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>
  7. 7. 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
  8. 8. Webmaster Tools front to back Explore it all and come back often!
  9. 9. 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>
  10. 10. Dashboard Crawl errors Links to your site Queries your site ranks for
  11. 11. Tip #1: Content analysis Title tags, alt attributes and descriptions: Make them descriptive and accurate
  12. 12. Content analysis Sitelinks Title Description
  13. 13. Content analysis - Sitelinks Manage your site links
  14. 14. Tip #2: Identify crawl errors “ Make sure search bots can crawl your site”
  15. 15. Crawl errors Error details List of URLs Error categories
  16. 16. 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 ”
  17. 17. How do users find your site? Top search queries your site ranks for Top searches for which users reached your site
  18. 18. Tip #4: Set a geographic target Tell Google the location of your web site: Improve geographic targeting
  19. 19. 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>
  20. 20. Get the information you need Make the most of Google resources
  21. 21. Webmaster Central
  22. 22. Webmaster Guidelines
  23. 23. Official Webmaster blog
  24. 24. Help Center
  25. 25. Feel free to use &quot; Ringsend &quot; in the subject to raise our attention Google Help Forum
  26. 26. Explore it! Thank you!