search engines & portals – by premier tech yifu diao| feng li | song luo | thomas tay | vinod...
TRANSCRIPT
Search Engines & Portals
– by Premier Tech
Yifu Diao| Feng Li | Song Luo | Thomas Tay | Vinod Vemuru
Carnegie Financial Services…
• Keywords Optimization• Competitor Websites Analysis• Website Redesign• Design Recommendation
Outline
Keywords Selection
Keywords Optimization
Keywords Optimization
Keywords Optimization
Optimization Result
• Finally we chose 17 optimized search terms and all the further search engine optimization are based on these terms
Best Mortgage Rates
Best Online BankHigh Yield Savings
Loans Online
Online Banking
Online Financial
Electronic Check Low Interest Loan
Refinance Mortgage
Free Checking Account
Mortgage Application
High Interest Savings
+ Product Names
Competitor Website Analysis
Criterias gmacbank flagstar ebank moneynowusa fineweb CFSTotal Clicks 36 28 14 13 11 4Multiple pages Yes Yes Yes Yes Yes NoKeywords in meta tag No Yes No Yes No NoNavigation bar Yes Yes Yes Yes Yes YesTitle tags contain keywords Yes Yes No Yes Yes NoSitemap Yes Yes Yes No No NoBold text Yes Yes Yes Yes No NoAnchor text with keywords Yes Yes Yes Yes Yes YesTitle attributes in Links Yes No No No No NoURL contains keywords Yes Yes Yes Yes Yes YesAlt text in images Yes Yes Yes No No NoHidden text No No No No No NoLinks in footer Yes Yes Yes Yes Yes NoDocument Length Short Short Midium Midium Long LongWebsite Rank 1 2 3 4 5 9
We chose the top 5 competitor websites based on the total hits they fit into the top 10 ranks for each search term
Major Faults in CFS• Site Layout• Single page document = too many keywords
in one page• No interlinking system, no anchor links, no
navigation bar
• Content• No focus in keywords on pages• Excess words that are irrelevant to core
search terms• Pages not optimized, no identification of
keywords
• HTML Content• No appropriate tags like <h1> or alt text• No META or title tags in use
Redesign Trace• 7-page layout• Content is as-is from the original site
1.0
2.0
• Sitemap• <META> tags in HTML head element• <TITLE> tags in HTML head element• ALT text in images• <TITLE> tag to anchor links
3.0
• Headers <h1>, <h2> tags• Hyperlinks to site icon & image banner
4.0
• Site footer with links to all pages
5.0
• Content are rewritten
6.0
• Cross site anchor links
7.0
• Hidden DIV with hidden text
8.0
• Hidden DIV with hidden anchor text & links
FINAL
• Remove irrelevant content & fine tune text
Performance Improvement
v0 v1 v1.5 v2 v3 v4 v5 v6 v7 v8 v90
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Average Score
v0 v1 v1.5 v2 v3 v4 v5 v6 v7 v8 v90
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Average Rank
Performance Improvement
v1.5
v2 v3 v4 v5 v6 v7 v8 v90.000
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Score IndexRank Index
Version 1.0• Subdivide general page entry to separate ones
best
mor
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esav
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high
inte
rest
sav
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loan
s on
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tgag
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tion
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refin
ance
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Version 0Version 1
Average Score
Version 2.0
• Sitemap• <META>, <TITLE> tags in Head element• ALT text in images• <TITLE> tag to anchor links
<title>Free Checking Account - electronic check</title>
<img src="images/accepted-payment.png" alt="eChecking accepted modes" />
<meta name="description" content="free checking account with free electronic check" />
best
mor
tgag
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ecds
elec
troni
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esav
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high
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rest
sav
ings
loan
s on
line
mor
tgag
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Average Score
Version 1Version 2
Version 4.0
<div id="footer">Carnegie Financial Services 2012 - The Best Online Bank <a href="sitemap.html" title="CFS sitemap">Sitemap</a> <a href="index.html" title="best online bank">The Best Online Bank</a> | <a href="about.html" title="about online banking">CFS Online Banking</a> | <a href="checking.html" title="free checking account with electronic check">Free Checking</a> | <br /> | <a href="savings.html" title="high yield savings">High Yield Savings</a> | <a href="cds.html" title="electronic ecds">eCDs</a> | <a href="sitemap.html" title="CFS sitemap">Sitemap</a> | </div>
• Changed headers to <h1>, <h2> tags• Hyperlinks to site icon & image banner• Site footer with links to all pages
<h1>eMortgages - The best mortgage rates</h1>
<img src="images/accepted-payment.png" alt="eChecking accepted modes" />
Version 4.0• Headers <h1>, <h2> tags• Hyperlinks to site icon & image banner• Site footer with links to all pages
best
mor
tgag
e ra
tes
ecds
elec
troni
c ch
eck
esav
ings
high
inte
rest
sav
ings
loan
s on
line
mor
tgag
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tion
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nkin
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refin
ance
mor
tgag
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Version 2Version 4
Average Score
Version 5.0• Content are rewritten
Old...OLD…
Version 5.0• Content are rewritten
Old...NEW…
Version 5.0• Content are rewritten
best
mor
tgag
e ra
tes
ecds
elec
troni
c ch
eck
esav
ings
high
inte
rest
sav
ings
loan
s on
line
mor
tgag
e ap
plica
tion
onlin
e ba
nkin
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refin
ance
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Version 4Version 5
Average Score
Version 6.0• Cross site anchor links
<a href="index.html" title="best online bank">Home</a> | <a href="about.html" title="about online banking">About Us</a> | <a href="checking.html" title="free checking account with electronic check">Checking</a> | <a href="savings.html" title="high yield savings">Savings</a> | <a href="cds.html" title="electronic ecds">Investments & CD</a> | <a href="loans.html" title="low interest loans">Loans</a>| <a href="mortgage.html" title="refinance mortgage at best mortgage rates">Mortgages</a></div>
best
mor
tgag
e ra
tes
ecds
elec
troni
c ch
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esav
ings
high
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rest
sav
ings
loan
s on
line
mor
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tion
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refin
ance
mor
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Version 5Version 6
Average Score
Version 8.0• Hidden DIV with hidden text• Hidden DIV with hidden anchor text & links
<div id="hiddentext" style="display:none;">free checking account with unlimited free checks and electronic checks
eChecks eChecking best online bank personal loans<p />best mortgage rates from the best online bank issue electronic check and electronic checks with the free checking account plus high interest savings
apply loans online …</div>
<div id="hiddenlinks" style="display:none;"><a href="checking.html" title="refinance mortgage">refinance
mortgage</a><a href="checking.html" title="refinance mortgage">refinance
mortgage</a>…
<a href="checking.html" title="electronic check">electronic check</a></div>
best
mor
tgag
e ra
tes
ecds
elec
troni
c ch
eck
esav
ings
high
inte
rest
sav
ings
loan
s on
line
mor
tgag
e ap
plica
tion
onlin
e ba
nkin
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refin
ance
mor
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e0
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Version 6Version 8
Average Score
Final Version• Remove irrelevant content & fine tune text
best
mor
tgag
e ra
tes
ecds
elec
troni
c ch
eck
esav
ings
high
inte
rest
sav
ings
loan
s on
line
mor
tgag
e ap
plica
tion
onlin
e ba
nkin
g
refin
ance
mor
tgag
e0
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Version 8Final Version
Average Score
Design Recommendation…Do these…
• Use sitemap & footers with links to other pages in the site
• Use anchor text that link to other pages within the site
• Use <meta> and <title> tags to describe your site with keywords
• Use hidden <div> elements to increase keyword count on the pages
• Use keywords as often as possible
Design Recommendation…Avoid these…
• Redundant and irrelevant content
• Conceal keywords within images and JavaScript
• Using too many out links to other pages outside your site
• Keeping your keyword selection too big or too limited
• Going into optimization without a target audience or prioritization
Thank you.Questions are welcome
Carnegie Financial Services…