search engines & marketing your web site dr. soe, dr. westfall & cis dept. california...
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Search Engines & Marketing Your Web Site
Dr. Soe, Dr. Westfall & CIS Dept.California Polytechnic University, Pomona, Updated August 2010http://www.csupomona.edu/~rdwestfall/451common/searchplace2.ppt
Agenda Introductory exercise:
Googlewhacks How do Search Engines work? How do you get your web site
listed? Search Engine exercise Internet information issues
Googlewhacks identify two words, NOT in
quotation marks, that get only one result in Google
examples (used to work) Exercise: find another
Googlewhack
Search Engine Placement Search engines return lists of links
based on search words entered by user Most users only look at 3 - 10 items in
search output before changing words Placement--how high a web page is in
the listings--is critically important in generating traffic from search engines
High Search Engine Placement
"We can guarantee you a top 10 ranking" what's it worth? how can they do it? Ixquick search on telecommuting
productivity does not include Google, bur see next
page
High Search Engine Placement Google searches on specified words
telecommuting productivity Westfall research Mrs. Westfall (also try
Norwalk Brethren Elementary) textbook ripoff
notes
Types of Search Engines Spiders, webcrawlers, robots
automatic indexing of key- and other words
Google, list of others
Web subject directories built by humans who review web pages Yahoo!, Open Directory (Yahoo used to look
like this)
Hybrids = spiders + humans
How Web Crawlers Work
Automated index building crawlers or spiders (indexing robot
programs) go to web sites examine pages & extract indexing
information may simply locate words may identify key words, phrases, links
store data in search engine’s database with URL for page
Search Engines Deliver Indexes
User requests information via search page Query engine searches database Delivers list of web resources
creates results web page based on search Listed in order of a calculated index value
index values based on search words, and also on "popularity" of site
but usually preceded by "paid placements"
Automated Index Building Problems
No standards HTML Documents are not structured so
that robots can extract routine information:
Except for <meta> tags: keywords, description, publication date, author, etc.
Robots index text, not graphics, movies, etc.
Search turns up inappropriate documents
Some Results Not "Genuine" Sponsored links at top or side of
page Overture pay for placement is now
owned by Yahoo! Google AdWords
only pay for click-throughs
Web DirectoriesBuilt by Human Indexing
Analyze site’s purpose Classify sites by broad subject area
hierarchical classification schemes Yahoo! - has many people reviewing
web site submissions doesn't have to accept submissions 6 week delay unless pay for priority
service?
Meta Search Engines Don't have their own databases or
indexing instead, combine results from other
search engines Examples
Dogpile, Clusty Ixquick (top 10 listings from other
engines)
Specialized Search Engines Search Engines & Specialized Direc
tories List of search engines (Wikipedia) Search Engines Directory Specialized Search Engines and Dir
ectories (many for educators)
Buzz Monitoring: 26 Free Social Media Tracking Tools
Google: specialized "search engines"
Search Engines Ranked by % of 16.7 Billion US Searches Google 65.8% 10.3
billion Yahoo 17.1 3.4 Microsoft 11.0 2.1 Ask Network 3.8 0.6 AOL LLC 2.3 0.4Source:
comScore Releases July 2010 U.S. Search Engine Rankings
Global Search Rankings Google 69.7% Yahoo 5.4 Bing 4.8 Baidu (China) 4.6 Yahoo (Japan) 4.4Source:
Microsoft and Baidu Gain Share on Google. Strategy Analytics, 2010, Q2
Search Engines Ranked by Pages Indexed (billions) Yahoo! 19.2* (Aug. 2005) Google** 11.3 (Aug. 2005) MSN 5.0 (Nov. 2004) Ask Jeeves 2.5 " "* web pages (+1.6 B images, etc.)**
Google Now Knows About 1 Trillion Pages (July 2008)
Get Site Into Directories Directories (e.g., Yahoo!) require
careful selection of search categories & keywords
Search for your keywords on Yahoo! to find appropriate categories
Yahoo! asks for a 25-word description of content make it really good to impress human
indexers
Targeting Spiders
pick "keywords" that people would use to find a page like yours
make these keywords prominent in your web pages, especially in the entry page
Top Search Engine Ranking Factors for Google
Search Engine Ranking Factors | SEOmoz
Meta Tags keywords meta tag used to be
important <meta name="keywords" content=
"telecommuting, research, telecommuting research, telecommute, telecommutes, telecommuter, telecommuters">
many search engines ignore them now because of widespread attempts to use them to manipulate rankings
Meta Tags - Description even though not used much in
rankings anymore, contents of following tag are shown in Google page listing <meta name="description"
content="Westfall research and papers on telecommuting, telecommuting productivity, telecommuting economic analyses, telecommuting strategies">
Keywords for Spiders All keywords are not created equal;
spiders give heavier weights to: keywords in the <title> (more than
once?) keywords in <h1> and other headers keywords in other text near top of page keywords in links (seen by user or in
URLs) bold faced keywords? italics? How Search Engines Rank Web Pages
More Keywords for Spiders Use keywords frequently, but don't repeat
same word more than once in a row OK: pizza pizza not good: pizza pizza pizza pizza pizza pizza
Use variations of keywords (plurals) Use keywords in alternate text for images
<img src "file.jpg" alt="[keywords]"> SEO quizzes
Links for Spiders Number of pages linking to a site
has become extremely important Google pioneered this if high ranking pages link to a site on
the same topic, it must be good Quality of links is also important
need to be relevant both to page they are on and to linked page
Trying to Fool Spiders Search Engine “Spamming” (16 flavors)
spiders are being programmed to detect it Examples:
repeat hidden keywords (bottom of page) like background color, or <font size=1>
keywords not related to site content irrelevant links: "link farms" or "link stuffing"
(ethical issues)
"Black Hat" SEO Tactics Black Hat SEO (web page) Bad SEO example page Anti-link management
forged emails asking for removal of links to competitors
"Black Hat" SEO (Google search)
Fake Sites on Search Engines Security researcher Jim Stickley
created a phony site for a real credit union redirected visitors to real site
phony site got #2 ranking on Yahoo and #1 on Bing ahead of even the credit union's real site
Google Blacklist It's not nice to try to fool Google!
GoCompare.com had an 87% decrease in web traffic after being blacklisted by Google
search on "Google blacklist"
Register your Web Site with Search Engines
Register individually with top sites Yahoo!, MSN, Open Directory Project
(goes into Google, etc.) Try site submission web sites?
Submit Express 75,000 search engines, $29.95
“Change content, resubmit every so often?
"I can guarantee a top 10 …" Junk mail and web sites True, but…
not for your 1st choices of key words Use relatively unique combination
of several words, and then them load into key parts of page (<title>, <H1>, etc.) probably not many people will search
for this combination of words e.g., telecommuting productivity
Guaranteed Top 10 Listing Use misspelled words
including 2 words ran together (no space between)
Use unique combination of words keep adding unrelated words to a
search until you find combination not found on any other page
Manually submit page and put links to it on another page(s) that's in Google
"Google bombing" drives traffic to other pages by
links and keywords Google search on failure Google's AdWords ("Why these…") pages linking to new biography URL
Scam Website Clusters Scam promoters set up hundreds of
search-optimized sites about the scam when you look for more information, most
search results say good things about it example: try searching for keywords from
Magic Words that Bring You Riches page and see how hard it is to find criticisms
Search Engine Exercise Search for your keywords on any
automated search engine For top 2-4 sites, look for keywords in:
<meta...>, <title>, <h1>, <a href="…>, <img… alt="…>, etc. (use View, Source)
words in page, esp. near top also use Google advanced search (click
Date, etc. then put URL in Find pages that link to the page:)
Report any patterns you see
Site Submit Exercise Identify a site to submit
find sites in Google related to Cal Poly Go through the process of submitting
to a search engine or other submittal site
Take notes, report back on experiences: how long it took information required, etc.
Locate Information on Internet
Search Engines, Directories, Meta Search Engines, On-Line Indexes
Pages with information on specific topics
White & Yellow pages Usenet News On-line newspapers, magazines, radio
and TV channels
Evaluating Information Quality
Source of site: Educational institution (e.g., MIT) Professional organization (e.g., IEEE) Government agency (e.g., NASA)
Ratings by independent evaluators Corroborating evidence: multiple,
reliable sources
Quality of “Did You Know?” YouTube video that “went viral” exercise: identify statements that
probably are not true count passive references e.g.,
"predictions are" 2010: Data doubling every 11 hours
(do the math!)
Citing Web Information Whenever you use someone else’s
ideas, you have to cite them Format for a research paper
American Psychological Association (APA) Beckleheimer, J. (1994) How do you cite URL's in a
bibliography? Retrieved [month day, year], from [URL]
Graphics: if owner gives permission, follow their directions for giving credit
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