Winnipeg Pay Per Click Advertising - Tutorial: Google for Webmas


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Winnipeg Pay Per Click Advertising - Tutorial: Google for Webmas

  1. 1. Google for Webmasters
  2. 2. Your site and Google Discovering Crawling Indexing Ranking and Serving
  3. 3. Your content and GoogleGetting pages in (and out) of Google’s indexMaking your site accessible…And smartly labeled
  4. 4. How Google discovers your site Organic links Add URL tool: Sitemaps
  5. 5. Discoverability – Sitemaps XML Sitemaps Useful for: Dynamic content o Websites with few incoming links o Large archive of content pages Provides Google with information on: When the site was last updated o How often it changes o The relative importance of pages on your site And
  6. 6. Telling Google what not to indexYou may wish to block from search engines… o Private information o Sections or pages “under construction”Blocking options include… o Robots.txt o Meta tags NOTE: Not to be used simultaneously to block the same set of pages.
  7. 7. Understanding accessibilityAccessibility 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. 8. Accessibility and GooglebotGooglebot is good at crawling text: • HTML • PDFs, docs, txts, etcMore challenging for Googlebot: • Images and movies • Dynamic and rich content: Flash, JavaScript, frames, or dynamically generated URLsAdvice: View your site in a text-only browser:
  9. 9. Making your images more accessible <img src=“googlebot.jpg” alt=“googlebot with flowers”> “Googlebot -- what a dreamboat. Its like he knows us <head>, <body>, and soul.” • Describe the important content of each image in text • Use alt-text • Descriptive file names
  10. 10. Dynamic & media rich content suggestions Design for accessibility Design with progressive o Focus on users enhancement o Multiple browsers o Navigation in HTML, then add  Mobile phone your rich content  Screen readers o Example: YouTubeFor best uses of Flash: best uses of Ajax:
  11. 11. Importance of titles and descriptions HTML Code: <title>Google Webmaster Central</title>
  12. 12. Duplicate contentWhat is duplicate content? Example: article and printer version of the siteBest practices: o 301s o Preferred domain feature o Robots.txt fileFor more helpful tips:
  13. 13. Ranking – Relevance and importance Sites listings are prioritized algorithmically according to pages’… • Relevance o Matching the search to the page o Taking into account geography o In some cases, considering a user’s web history • Importance Pigeons ( html)
  14. 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 o Buying or selling links to pass PageRank is against Google’s Webmaster Guidelines Best methods to increase PageRank: o Create great content o Participate thoughtfully in relevant communities online and offline
  15. 15. Fluctuations in PageRank and ranking Rankings fluctuate! (Hundreds of ranking signals, with over 450 updated last year alone) o Algorithmic updates o Changes in your site’s contents o Changes in other sites’ contents o Violation of Google Webmaster Guidelines
  16. 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:
  17. 17. Google’s resources for webmastersGoogle’s official blog, help center, discussion group, and beyond
  18. 18. Webmaster Central • Tools • Submit your content to Google • Blog • Help Center Documentation • Discussion GroupWebmaster Central aims to provide relevant resources and tools to helpwebmasters get the best experience with Google.
  19. 19. Webmaster Tools – An insider’s view of your siteGoogle Webmaster Tools provides you a free and easy way to make your sitemore 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. 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. 21. Webmaster Tools – Discover moreLearn how to use Webmaster Tools more in depth:
  22. 22. Google Webmaster Central Blog • The Google Webmaster Central Blog • Official Google communications directed at Webmasters o Announcements o New Features o Information on indexing, ranking, guidelinesEnglish:
  23. 23. Google Webmaster Help Center • Hundreds of articles in more than two dozen languages • Getting started guides, tips, guidelines, and more
  24. 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. 25. Google Webmaster Central
  26. 26. Other useful tools and resourcesGoogle offers many tools and products that can help you betterunderstand your site and enhance your users’ experiences. o Create and share compelling content o Gain a deeper understanding of your site’s visitors o Get insight into your competitors and competitive space
  27. 27. Creating and sharing compelling content
  28. 28. Deeper understanding of your site’s visitors Google Analytics Discover where your visitors come from o Learn how they interact with your site Website Optimizer o Test different combinations of site content o Increase visitor conversion rates and satisfaction
  29. 29. Research and keep track of your marketTrends – – –
  30. 30. Thank You