DOCSLIB.ORG

Rob Ruchte & Jon Williams April 22, 2009

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Rob Ruchte & Jon Williams April 22, 2009 Search Engine Optimization Rob Ruchte & Jon Williams April 22, 2009 Why should we trust your information about SEO? -Jonathan Champ We’re not SEO salesmen - we’re developers What makes you an expert? We’ve been building sites since BG (Before Google), have witnessed the evolution of SE technology We work for ad agencies who promise their clients big SE results - we have to deliver. For which keywords do you rank well? How does Google’s PageRank work? http://en.wikipedia.org/wiki/PageRank Strategic Outline (Text) Content Tactics (Graphic) Design Tactics Technology Tactics Social Tactics Content: King is, was, and will always be. Secret sauce = snake oil Spend 80% of your efforts developing great content. Keyword refinement & SEM comes last. (20%) Content: Be Remark-able! Be Remarkable. http://www.ted.com/index.php/talks/ seth_godin_on_sliced_bread.html Content: Be Remark-able! Content Safe = Boring = Death As fresh as possible, as often as possible. Content: Semantics Sprinkle keywords (lightly!) across hierarchy of semantic tags. <TITLE> <H1>, <H2>, <H3>, etc <strong>, <emphasis> <img alt=”Image Description” /> <meta> (deprecated?) Yahoo still considers keywords Content: Keywords Work your target keywords and keyword phrases into header, link, and paragraph content. Use synonyms: http://thesaurus.com Content: K.I.S.S. Quality over Quantity Web users favor scanning over reading. Keep it short and specific. Google favors pages with high (relevant) keyword density. Break longer pages into parts. Content: Generic vs Specific Both! Create a content hierarchy From more generic to more specific. Allow users to read (and link to) the appropriate level of detail. For example: http://www.instructables.com/ Content: ISO Perfection In Search Of Perfection http://www.ted.com/index.php/talks/ malcolm_gladwell_on_spaghetti_sauce.html Content: ISO Perfection Content There is no perfect page. There are only perfect pages. Content: Outgoing Links Your outgoing links help search engines place you in the right “neighborhood.” Pick a neighborhood with high PageRank. Misconceptions PageRank dilution Design Before you’ve read a single word, you’ve already formed an opinion about a site’s quality based purely on an emotional response to the design. So do visitors to your site. Don’t give them an excuse not to link to you. Design: Typography Typography for Dummies: http://www.markboulton.co.uk/journal/comments/ five_simple_steps_to_better_typography/ Design: Typography No more than 2 - 3 alphabets per line in length. (~80 characters) Leading wider than word spacing White text on black? Increase the leading & tracking Decrease your font-weight. Design: Typography size relationships between body copy, headers, subheaders, etc. For example: <H1> 24px, <H2> 18px, <H3> 16px, <H4> 13px, <body> 11px weight relationships - For example: primary, secondary, tertiary, quaternary, QUINTARY Design: Whitespace http://www.alistapart.com/articles/whitespace Striking a balance between the page’s whitespace and areas of high detail allow you to guide the eye from element to element in a predictable way. Notice how bullet-to-bullet linespacing is greater than the linespacing within rows of a single bullet? Design: Minimalism Minimalist designs: are more easily achieved because there are fewer page elements to create and make work together. can be scientifically compared for effectiveness. can be aggregated into more complex designs. Technology: Semantics <TITLE>, <H1><H2><H3>, <strong><emphasis>, <img alt=”Image Description” />, <a href=”http://domain.com/human-readable.html” /> Technology: HTML Google uses the first 70 characters of page titles Titles should be More Specific -> Less Specific For example: Product Feature | Product Name | Company instead of: Company | Product Name | Product Feature Technology: CSS Use advanced CSS to implement the designer’s vision Style lists with sprites for attractive yet usable multi- state navigation Style headings with background images for non- standard fonts Download demo of these techniques: http://karoshiethos.com/seo/ http://karoshiethos.com/seo.zip Technology: Syndication Indicates that you want people to share and promote your content RSS embed-able content For-example: YouTube video free PDFs Technology: Multimedia Search Engines see HTML replaced via Progressive Enhancement (requires JavaScript) Flash Video - http://karoshiethos.com/seo/video/ sIFR - http://wiki.novemberborn.net/sifr3/ Technology: Bookmarked Video http://www.mattcutts.com/blog/link-to-youtube- minute-second/ Technology: Accessible Flash SwfAddress: http://www.asual.com/swfaddress/ Gaia Flash Framework: http://www.gaiaflashframework.com/ Example: http://therepublik.net Technology: Apache mod_rewrite If your site is accessible via multiple domains, choose and enforce a canonical domain for your site: RewriteCond %{http_host} ^(www.)?site.com$ [NC] RewriteRule ^(.*)$ http://www.site.org/$1 [R=301,L] Choose and enforce a canonical subdomain too: RewriteCond %{HTTP_HOST} !^www\. [NC] RewriteRule .* http://www.site.edu%{REQUEST_URI} [R=301,L] Technology: Apache mod_rewrite Implement human/search engine friendly URLs for systems that use query parameters Turn /page.php?id=231 into /page-title.html RewriteRule ^page-title.html page.php?id=231 [nc] Turn /search.php?q=term into /search/term RewriteRule ^search/(.*) search.php?q=$1 [nc] mod_rewrite docs: http://httpd.apache.org/docs/2.0/ misc/rewriteguide.html Technology: On-site Search Lucene - http://lucene.apache.org/java/docs/ Zend Framework Implementation Done correctly, represents a dynamic index of content matching search criteria. Linkable, bookmarkable, sharable. Use semantic URLs to link to Lucene searches to auto-categorize content using chosen keywords/ phrases eg. http://example.com/search/engineering Technology: Google Tools Analytics Measure what's working, what isn't. Optimizer https://www.google.com/analytics/siteopt/splash? hl=en Google Sitemap File https://www.google.com/webmasters/tools/docs/en/ protocol.html Social The Cluetrain Manifesto http://www.cluetrain.com The first markets were markets. Not bulls, bears, or invisible hands. Not battlefields, targets, or arenas. Not demographics, eyeballs, or seats. Most of all, not consumers. These markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked. Social: Bookmarking Digg (and delicious, and StumbleUpon, and...) Make it easy for visitors to share your content (sharethis.com) Social: Viral Flickr More than just photos, you can upload documents & video YouTube (Vimeo, Revver, etc...) Avoids encoding/format issues Sharing is built into the player Save bandwidth, server space Social: Networking Facebook Network with other subject matter experts Post links to your content Twitter More than just, “I forgot how much I like pickles!” Follow subject experts, stay in tune with your subject Tweet about your subject Link to relevant content on your site and others. Join the conversation. Pitfalls 100% Duplicate Content http://googlewebmastercentral.blogspot.com/2009/02/specify-your-canonical.html Redirects Use 301 redirects to retain the “juice” from incoming links. Avoid using 302 redirects in all but a few specific cases (eg. same-domain page redirects) http://www.bigoakinc.com/blog/when-to-use-a-301-vs-302-redirect/ If you use a URL shortener for posting links to your site (tinyurl.com, bit.ly, etc...), make sure they use 301 redirects. Pitfalls Paid Links use nofollow in <a> <a href=”http://advertiser.com” rel=”nofollow”> Incestuous Linking Sites that only link amongst themselves Keyword/Link Stuffing Overloading pages with terms and links that do not provide benefits to visitors Pitfalls Spamdexing http://en.wikipedia.org/wiki/Spamdexing Shared Servers Double-check server blacklists Bot DOS “Attack” Crawl-Delay: 10 in robots.txt Q&A Useful Links http://www.google.com/support/webmasters/ http://www.seomoz.org/article/beginners-guide-to- search-engine-optimization http://www.seomoz.org/article/search-ranking-factors http://www.seomoz.org/blog/the-web-developers-seo- cheat-sheet http://www.addedbytes.com/apache/url-rewriting-for- beginners/ http://www.addedbytes.com/apache/mod_rewrite- cheat-sheet/.
Load more

Recommended publications
  • List of Search Engines
    A blog network is a group of blogs that are connected to each other in a network. A blog network can either be a group of loosely connected blogs, or a group of blogs that are owned by the same company. The purpose of such a network is usually to promote the other blogs in the same network and therefore increase the advertising revenue generated from online advertising on the blogs.[1] List of search engines From Wikipedia, the free encyclopedia For knowing popular web search engines see, see Most popular Internet search engines. This is a list of search engines, including web search engines, selection-based search engines, metasearch engines, desktop search tools, and web portals and vertical market websites that have a search facility for online databases. Contents 1 By content/topic o 1.1 General o 1.2 P2P search engines o 1.3 Metasearch engines o 1.4 Geographically limited scope o 1.5 Semantic o 1.6 Accountancy o 1.7 Business o 1.8 Computers o 1.9 Enterprise o 1.10 Fashion o 1.11 Food/Recipes o 1.12 Genealogy o 1.13 Mobile/Handheld o 1.14 Job o 1.15 Legal o 1.16 Medical o 1.17 News o 1.18 People o 1.19 Real estate / property o 1.20 Television o 1.21 Video Games 2 By information type o 2.1 Forum o 2.2 Blog o 2.3 Multimedia o 2.4 Source code o 2.5 BitTorrent o 2.6 Email o 2.7 Maps o 2.8 Price o 2.9 Question and answer .
    [Show full text]
  • The Digital Public
    Discussion paper Ethics of Algorithms #3 The Digital Public How algorithmic processes influence social discourse - Working paper - The Digital Public How algorithmic processes influence social discourse – Working paper – Konrad Lischka Prof. Dr. Christian Stöcker on behalf of Bertelsmann Stiftung Imprint © January 2018 Bertelsmann Stiftung Carl-Bertelsmann-Straße 256 33311 Gütersloh Germany www.bertelsmann-stiftung.de Responsible for content Konrad Lischka, Ralph Müller-Eiselt Authors Konrad Lischka, Prof. Dr. Christian Stöcker License This Working Paper is licensed under Creative Commons CC BY-SA 3.0 DE (Attribution – ShareAlike). You are free to share and adapt the material. You must give appropriate credit and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original. Cover: Konrad Lischka licensed under CC BY-SA 2.0 DOI 10.11586/2017049 https://doi.org/10.11586/2017049 Page 4 | Contents Contents 1 Preface.............................................................................................................. 6 2 Introduction...................................................................................................... 8 3 What it’s about: Algorithmic processes are influencing public discourse........................................................................................................ 10 3.1 Introduction:
    [Show full text]
  • Professional Search Engine Optimization (SEO)
    Axandra Proven Methods For Successful Search Engine Marketing How to: Ü Get and maintain top 10 rankings on Google, Yahoo, Bing and other major search engines. Ü Get more visitors, more customers and more sales. Ü þ Outperform your competitors. 1 Professional Search Engine Optimization (SEO) Table of contents Welcome to iBusinessPromoter (IBP) 6 Our no-worries ranking guarantee 7 SAFE TIME: your step-by-step SEO plan 8 The basics 10 Why do high search........................................................................................................................................ engine rankings increase your sales? 11 Why do you have........................................................................................................................................ to optimize your web pages? 12 How do search........................................................................................................................................ engines rank web pages? 13 SAFE TIME: a ........................................................................................................................................single spam element can destroy everything 16 Black-hat and white-hat........................................................................................................................................ SEO 17 Find the best keywords 18 Why keywords........................................................................................................................................ are the most important part of
    [Show full text]
  • Classification of Automated Web Traffic
    Classi¯cation of Automated Web Tra±c Greg Buehrer, Jack W. Stokes, Kumar Chellapilla and John C. Platt As web search providers seek to improve both relevance and response times, they are challenged by the ever-increasing tax of automated search query traf- ¯c. Third party systems interact with search engines for a variety of reasons, such as monitoring a web site's rank, augmenting online games, or possibly to maliciously alter click-through rates. In this paper, we investigate automated tra±c (sometimes referred to as bot tra±c) in the query stream of a large search engine provider. We de¯ne automated tra±c as any search query not generated by a human in real time. We ¯rst provide examples of di®erent categories of query logs generated by automated means. We then develop many di®erent features that distinguish between queries generated by peo- ple searching for information, and those generated by automated processes. We categorize these features into two classes, either an interpretation of the physical model of human interactions, or as behavioral patterns of automated interactions. Using the these detection features, we next classify the query stream using multiple binary classi¯ers. In addition, a multiclass classi¯er is then developed to identify subclasses of both normal and automated tra±c. An active learning algorithm is used to suggest which user sessions to label to improve the accuracy of the multiclass classi¯er, while also seeking to discover new classes of automated tra±c. Performance analysis are then provided. Fi- nally, the multiclass classi¯er is used to predict the subclass distribution for the search query stream.
    [Show full text]
  • Reflections on Web Search Society of the Query Reader Reflections on Web Search
    Reflections on Web Search Society of the Query Reader Reflections on Web Search Editors: René König and Miriam Rasch Copyediting: Morgan Currie Design: Katja van Stiphout Cover design: Studio Inherent Printer: Drukkerij Tuijtel, Hardinxveld-Giessendam Publisher: Institute of Network Cultures, Amsterdam, 2014 ISBN: 978-90-818575-8-1 Contact Institute of Network Cultures phone: +31205951865 email: [email protected] web: www.networkcultures.org Order a copy or download this publication freely at: www.networkcultures.org/publications. Visit the blog and join the mailinglist about online search at: http://networkcultures.org/query. Supported by: Create-IT, Amsterdam University of Applied Sciences (Hogeschool van Amsterdam), Amsterdam Creative Industries Publishing, and Stichting Democratie en Media. Thanks to everyone at INC, to all of the authors for their contributions, Morgan Currie for her copyediting, and to Stichting Democratie en Media and Amsterdam Creative Industries Publishing for their financial support. This publication is licensed under Creative Commons Attribution NonCommercial ShareAlike 3.0 Unported (CC BY-NC-SA 3.0). To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/3.0/. Reflections on Web Search EDITED BY RENÉ KÖNIG AND MIRIAM RASCH INC READER #9 Previously published INC Readers: The INC Reader series is derived from conference contributions and produced by the Institute of Network Cultures. They are available in print and PDF form. The Society of the Query Reader is the ninth publication in the series. INC Reader #8: Geert Lovink and Miriam Rasch (eds), Unlike Us Reader: Social Media Monopolies and Their Alternatives, 2013. INC Reader #7: Geert Lovink and Nathaniel Tkacz (eds), Critical Point of View: A Wikipedia Reader, 2011.
    [Show full text]
  • By Content/Topic
    Different search engines This is a list of Wikipedia articles about search engines, including web search engines, selection-based search engines, metasearch engines, desktop search tools, and web portals and vertical market websites that have a search facility for online databases. By content/topic General Baidu (Chinese, Japanese) Bing Blekko Google Sogou (Chinese) Soso.com (Chinese) Volunia Yahoo! Yandex (Russian) Yebol Yodao (Chinese) WireDoo P2P search engines FAROO Seeks (Open Source) YaCy (Free and fully decentralized) Metasearch engines See also: Metasearch engine Brainboost ChunkIt! Clusty DeeperWeb Dogpile Excite Harvester42 HotBot Info.com Ixquick Kayak LeapFish Mamma Metacrawler MetaLib Mobissimo Myriad Search SideStep WebCrawler Geographically limited scope Accoona, China/United States Alleba, Philippines Ansearch, Australia/United States/United Kingdom/New Zealand Biglobe, Japan Daum, Korea Goo, Japan Guruji.com, India Leit.is, Iceland Maktoob, Arab World Miner.hu, Hungary Najdi.si, Slovenia Naver, Korea Onkosh, Arab World Rambler, Russia Rediff, India SAPO, Portugal/Angola/Cabo Verde/Mozambique Search.ch, Switzerland Sesam, Norway, Sweden Seznam, Czech Republic Walla!, Israel Yandex, Russia Yehey!, Philippines ZipLocal, Canada/United States Accountancy IFACnet Business Business.com GenieKnows (United States and Canada) GlobalSpec Nexis (Lexis Nexis) Thomasnet (United States) Enterprise See also: Enterprise search AskMeNow: S3 - Semantic Search Solution Concept
    [Show full text]
  • Web Search Engine
    Web search engine A web search engine is designed to search for information on the World Wide Web and FTP servers. The search results are generally presented in a list of results and are often called hits. The information may consist of web pages, images, information and other types of files. Some search engines also mine data available in databases or open directories. Unlike Web directories, which are maintained by human editors, search engines operate algorithmically or are a mixture of algorithmic and human input. How web search engines work:- A search engine operates, in the following order 1. Web crawling 2. Indexing 3. Searching Web search engines work by storing information about many web pages, which they retrieve from the html itself. These pages are retrieved by a Web crawler (sometimes also known as a spider) — an automated Web browser which follows every link on the site. Exclusions can be made by the use ofrobots.txt. The contents of each page are then analyzed to determine how it should be indexed (for example, words are extracted from the titles, headings, or special fields called meta tags). Data about web pages are stored in an index database for use in later queries. A query can be a single word. The purpose of an index is to allow information to be found as quickly as possible. Some search engines, such as Google, store all or part of the source page (referred to as a cache) as well as information about the web pages, whereas others, such as AltaVista, store every word of every page they find.
    [Show full text]
  • Requirement Evaluation for Expert-Based Ranking of Web Interface Environments: the ZEEF.Com Case Study
    Requirement evaluation for expert-based ranking of web interface environments: the ZEEF.com case study Submitted in partial fulfillment of the degree of Master of Science Yana Ledeneva 10837418 Master Information Sciences Business Information Systems Faculty of Science University of Amsterdam June 16, 2015 Thesis Supervisor: Second Reader: Dr. Frank Nack Dr. Peter Weijland Table of Contents Abstract ...................................................................................................................................... 2 1. Introduction ......................................................................................................................... 2 2. Related work and definitions ..................................................................................................... 3 2.1 Overview of content curation .................................................................................................. 3 2.2 Ranking of web-pages ............................................................................................................ 3 2.2.1 Definition of ranking ....................................................................................................... 3 2.2.2 Search engines ranking .................................................................................................... 4 2.2.3 Human-based ranking ...................................................................................................... 4 2.2.4 Factors for evaluating web pages ......................................................................................
    [Show full text]
  • Professional Search Engine Optimization (SEO)
    Axandra Proven Methods For Successful Search Engine Marketing How to: Ü Get and maintain top 10 rankings on Google, Yahoo, MSN and other major search engines. Ü Get more visitors, more customers and more sales. Ü þ Outperform your competitors. 1 Professional Search Engine Optimization (SEO) Table of contents Welcome to iBusinessPromoter (IBP) 6 Our no-worries ranking guarantee 7 The basics 8 Why do high.................................................................................................................................................. search engine rankings increase your sales? 9 Why do you.................................................................................................................................................. have to optimize your web pages? 10 How do search.................................................................................................................................................. engines rank web pages? 11 A single spam.................................................................................................................................................. element can destroy everything 13 Black-hat.................................................................................................................................................. and white-hat SEO 14 Find the best keywords 15 Why keywords.................................................................................................................................................. are the most important part
    [Show full text]