Search Engine Optimization Tools - Tutorial: Google for Webmaster

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Google for Webmasters

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Transcript of Search Engine Optimization Tools - Tutorial: Google for Webmaster

Page 1: Search Engine Optimization Tools - Tutorial: Google for Webmaster

Google for Webmasters

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Your site and Google

  

Ranking and Serving

 Indexing

  

CrawlingDiscovering

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Your content and GoogleGetting pages in (and out) of Google’s indexMaking your site accessible…And smartly labeled

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How Google discovers your site

Organic links Add URL tool: http://www.google.com/addurl/ Sitemaps

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Discoverability – Sitemaps

XML Sitemaps

Useful for:o Dynamic contento Websites with few incoming linkso Large archive of content pages

Provides Google with information on:o When the site was last updated o How often it changeso The relative importance of pages on your site

http://www.google.com/support/webmasters/bin/answer.py?answer=40318 And http://www.sitemaps.org

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

Blocking options include…o Robots.txt 

http://www.google.com/support/webmasters/bin/answer.py?answer=35302

o 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.

Telling Google what not to index

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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

Understanding accessibility

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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

URLsAdvice: View your site in a text-only browser:

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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

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Dynamic & media rich content suggestions

Design for accessibilityo Focus on userso Multiple browsers

Mobile phone Screen readers

Design with progressive enhancement

o Navigation in HTML, then add your rich content

o 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

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Importance of titles and descriptions

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

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Duplicate content

What is duplicate content?

Example: article and printer version of the site

Best practices:o 301so Preferred domain featureo Robots.txt file

For more helpful tips:http://googlewebmastercentral.blogspot.com/2008/09/demystifying-duplicate-content-penalty.html

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Ranking – Relevance and importance

Sites listings are prioritized algorithmically according to pages’…• Relevance

o Matching the search to the pageo Taking into account geographyo 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

)

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Understanding PageRank

Now just one of more than two hundred ranking components Based more upon quality (rather than quantity) of incoming and natural links

o 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:o Create great contento Participate thoughtfully in relevant communities online and offline

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Fluctuations in PageRank and ranking

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

o Algorithmic updateso Changes in your site’s contentso Changes in other sites’ contentso Violation of Google Webmaster Guidelines

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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

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Google’s resources for webmastersGoogle’s official blog, help center, discussion group, and beyond

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Webmaster Central aims to provide relevant resources and tools to help webmasters get the best experience with Google.

http://www.google.com/webmasters

Webmaster Central

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

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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

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Webmaster Tools – Helping Google help you

• Communicate with Google• Adjust crawl rates• Delete outdated sitelinks• Report spam and paid links• File a reconsideration request

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Webmaster Tools – Discover more

Learn how to use Webmaster Tools more in depth:

http://www.google.com/webmasters/edu/quickstartguide/index.html

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Google Webmaster Central Blog

• The Google Webmaster Central Blog• Official Google communications directed at

Webmasters o Announcementso New Featureso Information on indexing, ranking, guidelines

English: http://googlewebmastercentral.blogspot.com/ German: http://googlewebmastercentral-de.blogspot.com/ Chinese: http://www.googlechinawebmaster.com/

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Google Webmaster Help Center

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

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• 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 Help Group

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Google Webmaster Central

www.google.com/webmasters

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Other useful tools and resources

Google offers many tools and products that can help you better understand your site and enhance your users’ experiences.

o Create and share compelling contento Gain a deeper understanding of your site’s visitorso Get insight into your competitors and competitive space

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Creating and sharing compelling content

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Deeper understanding of your site’s visitors

Google Analyticshttp://www.google.com/analytics/o Discover where your visitors come fromo Learn how they interact with your site

Website Optimizerhttp://www.google.com/websiteoptimizer/ o Test different combinations of site contento Increase visitor conversion rates and

satisfaction

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Research and keep track of your market

Trends – http://www.google.com/trendsReader – http://www.google.com/readerAlerts – http://www.google.com/alerts

http://www.google.com/options

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Thank You