CIS 1315 – Web Development for Educators

Looking for Love (or Whatever)In All the Wrong Places

Search Engines

CIS 1315 – Web Development for Educators

Breakdown

Advantages

Increased Site Traffic

Revenue Opportunities

Enhanced Customer Relations

Disadvantages

Labor Intensive

Consistent Rankings Difficult

CIS 1315 – Web Development for Educators

Search Engine Types

Directory (Yahoo)

Categorized

Engines (Google)

Algorithm Ranks Keyword Relevance

Spiders/Crawlers

Combination

Metacrawlers

CIS 1315 – Web Development for Educators

Search Engine Market Share

comScore 6/08

Yahoo20.9%

Ask4.3%

MSN9.2%

AOL4.1%

Google61.5%

CIS 1315 – Web Development for Educators

Top Searches 2008 - Google

obama

facebook

att

iphone

youtube

fox news

palin

beijing 2008

ClickZ 12/08

CIS 1315 – Web Development for Educators

Search Metrics

88% Use Search Engines

20% Give Up After One Engine

30%28%

16%13%

8%5%

2 3 4 1 5 6+

Number of Search Words Used

OneStat.com 7/05

CIS 1315 – Web Development for Educators

Result Types

Organic

Naturally Found as Best Match

Sponsored

Paid for Listing

Site is Charged if Visitor Clicks on It

CIS 1315 – Web Development for Educators

Result Usage

93% Visit Only First SERP

47% Scrolled First SERP

SERP Position Clicks

#1 51%

#2 16%

#3 6%

#4 6%

CIS 1315 – Web Development for Educators

Design

Home Page & Interior Pages

Upper Right

30 Character Text Box

Encourage Longer Queries

Better Results

Reduced Errors Due to Visibility

“Search” on Button Face

CIS 1315 – Web Development for Educators

Methodology

Keywords

Page Popularity

META Tags

CIS 1315 – Web Development for Educators

Keywords & Page Popularity

Keywords

Frequency of Occurrence

Page Title

Body

“Invisible Text”

Page Popularity

Frequency Linked To by Other Sites

Difficult to Influence

CIS 1315 – Web Development for Educators

META Elements

HTML Code

Description

<meta name="description"

content="College of DuPage faculty site for Mike Losacco, an Associate Professor in Computer Information Systems (CIS) for the Business & Technology Division with expertise in Web Design & Development.">

CIS 1315 – Web Development for Educators

META Elements

Trademark Infringement

Use a Company’s Mark to:

Confuse Customers

Divert Business

Eli Lilly v. Natural Answers (11/2000)

Prozac in META Tags

CIS 1315 – Web Development for Educators

Effective Ranking Techniques

Keywords

Log of Actual Searches

Page / Folder Names

<Title>

7 – 10 Words Max

Meta

Description

150 Character Max

CIS 1315 – Web Development for Educators

Effective Ranking Techniques

Keywords

Image Alt Attribute

Anchor Text (Hyperlinks)

Anchor Title Attribute

Keyword Density

% of Total Content Made Up of Keywords

3% - 10%

CIS 1315 – Web Development for Educators

Effective Ranking Techniques

Competition View Elements of Top Sites

Reciprocal Links Associations / Directories

‘See Also’ Links Miscellaneous

Header Element Content Optimization — One of Each on Page

Hyphen ( - ) vs. Underscore ( _ ) Name of File vs. Nameoffile

Static URLs More Easily Spidered Than Dynamic

CIS 1315 – Web Development for Educators

Effective Ranking Techniques

Maintenance Periodical Reevaluation of Titles / Tags

Update As Content Changes

Current Industry Usage & Buzzwords

Minimal Tweaking 3-6 Months to See Results

Track Engine Methodologies www.searchenginewatch.com

CIS 1315 – Web Development for Educators

Black-Hat SEO

Cloaking

Creating Separate Pages for Search Spiders

Search Spam

Creating Thousands of Pages with No Real Content

Duplicate Information or Lists of Keywords

Link Farms

Thousands of Fake Sites Just to Link to Real Site

CIS 1315 – Web Development for Educators

Black-Hat SEO

Comment Spam

Automated Script

Posts Links to Blogs, Forums, etc.

Domain Repurposing

Buy Site with Respectable Ranking

Completely Replace Content