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Google for Webmasters
Your site and Google



  Discovering    Crawling   Indexing   Ranking and
                                         Serving
Your content and Google
Getting pages in (and out) of Google’s index
Making your site accessible
…And smartly labeled
How Google discovers your site

  Organic links

  Add URL tool: http://www.google.com/addurl/

  Sitemaps
Discoverability – Sitemaps

    XML Sitemaps

    Useful for:
         Dynamic content
         Websites with few incoming links
         Large archive of content pages
    Provides Google with information on:
         When the site was last updated
         How often it changes
         The relative importance of pages on your site
    http://www.google.com/support/webmasters/bin/answer.py?answer=40318
    And http://www.sitemaps.org
Telling Google what not to index

You may wish to block from search engines…
          Private information
          Sections or pages “under construction”

Blocking options include…
          Robots.txt
                 http://www.google.com/support/webmasters/bin/answer.py?
                 answer=35302

          Meta tags
    http://www.google.com/support/webmasters/bin/answer.py?answer=93710

          NOTE: Not to be used simultaneously to block the same set of pages.
Understanding accessibility

Accessibility 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
Accessibility and Googlebot

Googlebot is good at crawling text:
    HTML
    PDFs, docs, txts, etc

More challenging for Googlebot:
    Images and movies
    Dynamic and rich content: Flash, JavaScript, frames, or dynamically generated
    URLs
Advice: View your site in a text-only browser:
Making your images more accessible




           <img src=“googlebot.jpg” alt=“googlebot with flowers”>
       “Googlebot -- what a dreamboat. It's like he knows us <head>, <body>, and
       soul.”


   Describe the important content of each image in text
   Use alt-text
   Descriptive file names
Dynamic & media rich content suggestions

 Design for accessibility                        Design with progressive
            Focus on users                       enhancement
            Multiple browsers                               Navigation in HTML, then add
                 Mobile phone                               your rich content
                 Screen readers                             Example: YouTube




For best uses of Flash:
http://googlewebmastercentral.blogspot.com/2007/07/best-uses-of-flash.html

For best uses of Ajax:
http://googlewebmastercentral.blogspot.com/2007/11/spiders-view-of-web-20.html
Importance of titles and descriptions

                                HTML Code:
                                <title>Google Webmaster Central</title>
Duplicate content

What is duplicate content?

           Example: article and printer version of the site




Best practices:
           301s
           Preferred domain feature
           Robots.txt file




For more helpful tips:
http://googlewebmastercentral.blogspot.com/2008/09/demystifying-duplicate-content-penalty.html
Ranking – Relevance and importance

   Sites listings are prioritized algorithmically according to pages’…
   Relevance
       Matching the search to the page
       Taking into account geography
       In some cases, considering a user’s web history
   Importance
   http://www.google.com/technology
   http://www.google.com/history




                                               Pigeons (http://www.google.
                                             com/technology/pigeonrank.html)
Understanding PageRank

   Now just one of more than two hundred ranking components
   Based more upon quality (rather than quantity) of incoming and natural
   links
       Buying or selling links to pass PageRank is against Google’s Webmaster Guidelines
       http://www.google.com/support/webmasters/bin/answer.py?answer=66356
   Best methods to increase PageRank:
       Create great content
       Participate thoughtfully in relevant communities online and offline
Fluctuations in PageRank and ranking

   Rankings fluctuate!
   (Hundreds of ranking signals, with over 450 updated last year alone)

       Algorithmic updates
       Changes in your site’s contents
       Changes in other sites’ contents
       Violation of Google Webmaster Guidelines
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:
   http://www.google.com/support/webmasters/bin/answer.py?answer=35769
Google’s resources for webmasters
Google’s official blog, help center, discussion group, and beyond
Webmaster Central



                                        Tools
                                        Submit your content to
                                        Google
                                        Blog
                                        Help Center Documentation
                                        Discussion Group




Webmaster Central aims to provide relevant resources and tools to help
webmasters get the best experience with Google.
                 http://www.google.com/webmasters
Webmaster Tools – An insider’s view of your site

Google Webmaster Tools provides you a free and easy way to make your site
more 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
Webmaster Tools – Helping Google help you

   Communicate with Google
   Adjust crawl rates
   Delete outdated sitelinks
   Report spam and paid links
   File a reconsideration request
Webmaster Tools – Discover more

Learn how to use Webmaster Tools more in depth:
http://www.google.com/webmasters/edu/quickstartguide/index.html
Google Webmaster Central Blog

    The Google Webmaster Central Blog
    Official Google communications directed at
    Webmasters
           Announcements
           New Features
           Information on indexing, ranking, guidelines
English: http://googlewebmastercentral.blogspot.com/
German: http://googlewebmastercentral-de.blogspot.com/
Chinese: http://www.googlechinawebmaster.com/
Google Webmaster Help Center

   Hundreds of articles in more than two dozen languages
   Getting started guides, tips, guidelines, and more
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
Google Webmaster Central




         www.google.com/webmasters
Other useful tools and resources

Google offers many tools and products that can help you better
understand your site and enhance your users’ experiences.
        Create and share compelling content
        Gain a deeper understanding of your site’s visitors
        Get insight into your competitors and competitive space
Creating and sharing compelling content
Deeper understanding of your site’s visitors

    Google Analytics
    http://www.google.com/analytics/
         Discover where your visitors come from
         Learn how they interact with your site

    Website Optimizer
    http://www.google.com/websiteoptimizer/
         Test different combinations of site content
         Increase visitor conversion rates and
         satisfaction
Research and keep track of your market

Trends – http://www.google.com/trends

Reader – http://www.google.com/reader

Alerts – http://www.google.com/alerts




      http://www.google.
          com/options
Thank You

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Google for webmasters

  • 2. Your site and Google Discovering Crawling Indexing Ranking and Serving
  • 3. Your content and Google Getting pages in (and out) of Google’s index Making your site accessible …And smartly labeled
  • 4. How Google discovers your site Organic links Add URL tool: http://www.google.com/addurl/ Sitemaps
  • 5. Discoverability – Sitemaps XML Sitemaps Useful for: Dynamic content Websites with few incoming links Large archive of content pages Provides Google with information on: When the site was last updated How often it changes The relative importance of pages on your site http://www.google.com/support/webmasters/bin/answer.py?answer=40318 And http://www.sitemaps.org
  • 6. Telling Google what not to index You may wish to block from search engines… Private information Sections or pages “under construction” Blocking options include… Robots.txt http://www.google.com/support/webmasters/bin/answer.py? answer=35302 Meta tags http://www.google.com/support/webmasters/bin/answer.py?answer=93710 NOTE: Not to be used simultaneously to block the same set of pages.
  • 7. Understanding accessibility Accessibility 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. Accessibility and Googlebot Googlebot is good at crawling text: HTML PDFs, docs, txts, etc More challenging for Googlebot: Images and movies Dynamic and rich content: Flash, JavaScript, frames, or dynamically generated URLs Advice: View your site in a text-only browser:
  • 9. Making your images more accessible <img src=“googlebot.jpg” alt=“googlebot with flowers”> “Googlebot -- what a dreamboat. It's like he knows us <head>, <body>, and soul.” Describe the important content of each image in text Use alt-text Descriptive file names
  • 10. Dynamic & media rich content suggestions Design for accessibility Design with progressive Focus on users enhancement Multiple browsers Navigation in HTML, then add Mobile phone your rich content Screen readers Example: YouTube For best uses of Flash: http://googlewebmastercentral.blogspot.com/2007/07/best-uses-of-flash.html For best uses of Ajax: http://googlewebmastercentral.blogspot.com/2007/11/spiders-view-of-web-20.html
  • 11. Importance of titles and descriptions HTML Code: <title>Google Webmaster Central</title>
  • 12. Duplicate content What is duplicate content? Example: article and printer version of the site Best practices: 301s Preferred domain feature Robots.txt file For more helpful tips: http://googlewebmastercentral.blogspot.com/2008/09/demystifying-duplicate-content-penalty.html
  • 13. Ranking – Relevance and importance Sites listings are prioritized algorithmically according to pages’… Relevance Matching the search to the page Taking into account geography In some cases, considering a user’s web history Importance http://www.google.com/technology http://www.google.com/history Pigeons (http://www.google. com/technology/pigeonrank.html)
  • 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 Buying or selling links to pass PageRank is against Google’s Webmaster Guidelines http://www.google.com/support/webmasters/bin/answer.py?answer=66356 Best methods to increase PageRank: Create great content Participate thoughtfully in relevant communities online and offline
  • 15. Fluctuations in PageRank and ranking Rankings fluctuate! (Hundreds of ranking signals, with over 450 updated last year alone) Algorithmic updates Changes in your site’s contents Changes in other sites’ contents Violation of Google Webmaster Guidelines
  • 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: http://www.google.com/support/webmasters/bin/answer.py?answer=35769
  • 17. Google’s resources for webmasters Google’s official blog, help center, discussion group, and beyond
  • 18. Webmaster Central Tools Submit your content to Google Blog Help Center Documentation Discussion Group Webmaster Central aims to provide relevant resources and tools to help webmasters get the best experience with Google. http://www.google.com/webmasters
  • 19. Webmaster Tools – An insider’s view of your site Google Webmaster Tools provides you a free and easy way to make your site more 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. 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. Webmaster Tools – Discover more Learn how to use Webmaster Tools more in depth: http://www.google.com/webmasters/edu/quickstartguide/index.html
  • 22. Google Webmaster Central Blog The Google Webmaster Central Blog Official Google communications directed at Webmasters Announcements New Features Information on indexing, ranking, guidelines English: http://googlewebmastercentral.blogspot.com/ German: http://googlewebmastercentral-de.blogspot.com/ Chinese: http://www.googlechinawebmaster.com/
  • 23. Google Webmaster Help Center Hundreds of articles in more than two dozen languages Getting started guides, tips, guidelines, and more
  • 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. Google Webmaster Central www.google.com/webmasters
  • 26. Other useful tools and resources Google offers many tools and products that can help you better understand your site and enhance your users’ experiences. Create and share compelling content Gain a deeper understanding of your site’s visitors Get insight into your competitors and competitive space
  • 27. Creating and sharing compelling content
  • 28. Deeper understanding of your site’s visitors Google Analytics http://www.google.com/analytics/ Discover where your visitors come from Learn how they interact with your site Website Optimizer http://www.google.com/websiteoptimizer/ Test different combinations of site content Increase visitor conversion rates and satisfaction
  • 29. Research and keep track of your market Trends – http://www.google.com/trends Reader – http://www.google.com/reader Alerts – http://www.google.com/alerts http://www.google. com/options