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					Turning your Internet goals into reality…




                           Search Engines
                              Friend or Foe?




                                               www.technologymatters.com.au
Turning your Internet goals into reality…




                  What is your site there for?
      • What is its purpose?
      • What do you want visitors to do?
      • Is there a goal?
           –   Download information/samples ?
           –   Join a mailing list?
           –   Buy a product?
           –   Respond to a poll?
      • Who are your visitors?
           – Demographics?
           – What are they looking for?

                                                www.technologymatters.com.au
Turning your Internet goals into reality…




                     Understand your Visitors
      • See the site through their eyes
      • What do they look for on your site ?
      • How do they refer to your content ?
           – “styli” vs “record player needle”
           – focus on the “layman’s terms”
      • How will they search for your content at a search
        engine?




                                                 www.technologymatters.com.au
Turning your Internet goals into reality…




      Anatomy of a SE Optimisation Project

                     1. Determine Key Words
                     2. Submit to Directories
                     3. Get Links
                     4. Optimise Web Pages
                     5. Submit to Spider Engines



                                                   www.technologymatters.com.au
Turning your Internet goals into reality…



          What Search-terms bring the most
                 (relevant) traffic?
      •   This is a Critical First Step.
      •   Get this wrong and you will waste many hours and $’s
      •   Take the time and do the research.
      •   Ask interested “lay people”
      •   Brainstorm
      •   Use web tools (www.wordtracker.com, site logs)
      •   Use phrases not single words.


                                                www.technologymatters.com.au
Turning your Internet goals into reality…




                          Keyword Exercise




                                            www.technologymatters.com.au
Turning your Internet goals into reality…




                       1. Determine Keywords

     • What are people actually searching for?
          – Don’t just focus on “Business Name”
          – Research using objective tools e.g. Wordtracker
            (www.wordtracker.com)
     • Choose popular, relevant, non-competitive keywords
       that will bring you the best traffic.
     • Identify existing pages with content that is related to
       the keywords.
     • Don’t have any? Build some!

                                                        www.technologymatters.com.au
                                            1. Determine Keywords ...

Turning your Internet goals into reality…




                      Word Tracker exercise




                                                        www.technologymatters.com.au
                                                1. Determine Keywords …
                                                What are people Searching for?
Turning your Internet goals into reality…




                       Choose your Keywords

                        • Theme Related
                        • Popular
                        • Low Competition (use wordtracker or
                            observe number of results when you search)




                                                             www.technologymatters.com.au
                                                  1. Determine Keywords …
                                                  What are people Searching for?
Turning your Internet goals into reality…




                        Put your keywords in...
   Content
   Write your content using the words and phrases your target audience will
   type into a search query. By giving your target audience exactly what they are
   searching for via a search engine query, you are not only giving your target
   audience what they are searching for, you are also adding value to the search
   engines.


                          Think TEXT not IMAGES
                       (more on where to put your keywords later)



                                                                www.technologymatters.com.au
Turning your Internet goals into reality…




       Are all search engine created equal?
      • All used for finding information on the Internet
      • Ranked by relevance
           – search term (key words)
           – weighted by appearance and placement of key words.
      • Ranked by Popularity
           – Google, Direct Hit
      • Ranked by $$$
           – Overture, Looksmart (Looklistings)
      • Directories and Spiders

                                                      www.technologymatters.com.au
Turning your Internet goals into reality…




                               Who are they?
                                            • There are NOT 300,000
     Get a flood of traffic to                search engines!
         your website !                     • The TOP 8:
                                                 1. Yahoo
       Submit your site to                       2. Google
     300,000 search engines                      3. MSN
                                                 4. AOL
                                                 5. Altavista
         only    $58 !!!!                        6. Fast
                                                 7. Lycos
                                                 8. Excite
                                                represent 88.86% of all search
                                                   engines.
                                            •   What SE do you use?
                                                                www.technologymatters.com.au
Turning your Internet goals into reality…




                Who matters for Australians?
                     •   Google
                     •   Yahoo!
                     •   ninemsn
                     •   Anzwers
                     •   Looksmart
                     •   ODP
                     •   Alta Vista Australia (?)
                     •   Web Wombat (?)
                     •   Go Eureka (?)
                                                    www.technologymatters.com.au
                                            Spider v Directory
Turning your Internet goals into reality…
                                            and why should I care?

   Spider Engine                              Directory
                                              •   takes listings that are submitted
   •   travels the web                            directly
   •   follows links                          •   placed by categories e.g.
   •   reads content of your pages                 personal> health> public health

   •   determines ranking based on            •  usually home page only
       what it finds on your pages               represented (more for $$$)
   •   will list ALL your pages in its        • does not read content of your
       engine                                    pages
   •   fully automated                        • determines ranking based on
                                                 keywords found in category,
                                                 description and title.
   Eg. Google, Altavista, Inktomi             • Controlled by humans!
                                              Eg. Yahoo, ODP, Looksmart

                                                                www.technologymatters.com.au
Turning your Internet goals into reality…


                                            Directory example...


                                                             Category
                                                             Title
                                                             Description




                                                      www.technologymatters.com.au
Turning your Internet goals into reality…




                          Submit to Directories

        1. ODP (open directory project www.dmoz.org)
        2. Looksmart via ZEAL (non commercial)
        3. Yahoo!
        4. Relevant industry portals/directories

           Of themselves directories bring low traffic, so why bother?



                                                          www.technologymatters.com.au
Turning your Internet goals into reality…




                     Directories - Why bother?
    1. Sites that are listed in ODP and Yahoo get a rankings
       boost from Google
    2. Looksmart listings come first in ninemsn.com (before
       Inktomi results)
    3. Yahoo! Australia still lists directory results first with web
       results from Google an option only (reversed in Yahoo! US)
    4. Incoming links from relevant industry directories will
       improve “link popularity” in Google



                                                    www.technologymatters.com.au
                                              1. Determine Keywords …
                                              What are people Searching for?
Turning your Internet goals into reality…




                        Put your keywords in...
               For Directories:
                    –   Category
                    –   Title
                    –   Description
                    –   Domain name
               Craft your Title and Description carefully.
               Review existing listings in your category to understand best
                  style of writing
               Hype is not acceptable.

                                                           www.technologymatters.com.au
Turning your Internet goals into reality…


                                            Directory example...


                                                             Category
                                                             Title
                                                             Description




                                                      www.technologymatters.com.au
                                            1. Determine Keywords …
                                            What are people Searching for?
Turning your Internet goals into reality…




        Submitting your site to Directories ...
         • Locate an appropriate category
             (where are your competitors?)
         • Look for “submit a site” link within that
           category
         • Click through and follow instructions on
           the page
         • Pay money if you have to!

                                                         www.technologymatters.com.au
Turning your Internet goals into reality…




                          Submitting to Spiders

        Who are they?
        1. Google (feeds Yahoo!, AOL, Anzwers, Netscape)
        2. Inktomi (provides results to ninemsn after Looksmart
            listings)
        3. Alta Vista
        4. Web Wombat


                                               www.technologymatters.com.au
Turning your Internet goals into reality…




         How does a spider index your site?
        1. Body Text
        2. Headings <h1><h2>
        3. Title tag <title>web page title</title>
        4. Link text
        5. Meta Description (ignored by Google)
        6. ALT tags (minor)
        7. Meta Keywords (almost obsolete)

                                            www.technologymatters.com.au
Turning your Internet goals into reality…




                     What does a spider see?

                                            Exercise




                                                       www.technologymatters.com.au
Turning your Internet goals into reality…




                Submit to the Spider Engines
         Submit base domain only to:
               – Google
               – Web Wombat
               A site-map helps the spider to find all your pages.
         Submit individual pages to:
               – Alta Vista (www.altavista.com.au, free or express service)
               – Inktomi (www.positiontech.com US$39 +$25/page pa)
         The Spider may even index you before you
           submit!
                                                            www.technologymatters.com.au
Turning your Internet goals into reality…




                      Understanding Google...
        Google ranks your site based on:
        1. Number and quality of incoming links (link
          popularity)
        2. Internal linking structure (more links to one
          page implies importance)
        3. Contents of Link text (Internal and external)
        4. Body text


                                            www.technologymatters.com.au
Turning your Internet goals into reality…



                                        Get Links
  Q: Why?
  A: Link Popularity and referred traffic
  Q: How?
        1. Freely distribute articles with in-built links to your
          website.
        2. Use keywords in the link text rather than organisation
          name or domain name or logo.
        3. Ask to be linked in their links/resources page
        4. Offer reciprocal links
        5. Submit link pages to Google
                                                    www.technologymatters.com.au
Turning your Internet goals into reality…


                                            Link Text




                                                www.technologymatters.com.au
Turning your Internet goals into reality…




                 Find out who links to you?

         Use Google command : link:www.mydomain.com
                                  (but not all links are shown)
         Useful Web tools:
                      Marketleap www.marketleap.com (free)
         Professional Tools:
                      Optilink from www.optitext.com (US$149)



                                                www.technologymatters.com.au
Turning your Internet goals into reality…



             SE’s love standard HTML but
                    stumble over….
         • Frames (use the <noframes> tag to insert content)
         • Flash (Create html alternative pages)
         • Lots of Javascript
         • Dynamic pages (generated from a database)
           particularly containing special characters like ? = &
         • Images containing text (the S.E can’t read the text in
           the image)
         • Redirected pages

                                                 www.technologymatters.com.au
Turning your Internet goals into reality…



           Can a spider follow your links to
                  index your site?
         Problems...
         • Javascript links and drop down menus
         • HTML errors (spiders not as accepting as browsers)
         • Pages 4 levels deep in the site structure (particularly on
              dynamic sites)
         • Pages accessible only by searching facility




                                                    www.technologymatters.com.au
Turning your Internet goals into reality…




            How to fix your linking structure
         • Use descriptive text links in a “footer” (reconsider what
              you call “home”!)
         • Use a site map - with ALL your pages (put it in the
           footer or link from home)
         • Interlink all related pages - no orphans
         • Check for robots.txt file - is it excluding sections of the
           site?



                                                    www.technologymatters.com.au
Turning your Internet goals into reality…




                                  Extra Tips
         • Keep text as close to the top of the page as possible
         • Put Javascript and styles in an external file
         • Keep keyword phrases “together” in the text -
           Proximity counts
         • Watch sequence of words - the order counts eg.
           “Melbourne accommodation” is not the same as “accommodation
             Melbourne”
         • Plural and singular are not the same


                                                      www.technologymatters.com.au
Turning your Internet goals into reality…




           A word about “Doorway Pages”
         The Good, the Bad and the downright Ugly

         Examples…..




                                               www.technologymatters.com.au
Turning your Internet goals into reality…




                          Monitor your position
         • Review website statistics
               –   Many hosting companies provide, or
               –   Free stats from www.sitemeter.com
               –   Look for “referrals”
               –   Throw away your “hit counter”
         • Check your rankings
               – Top Dog (www.topdogsoftware.biz US$199)
               – Web Position Gold (www.web-position-gold.biz
                 US$149), mostly US engines
                                                   www.technologymatters.com.au
 Turning your Internet goals into reality…



www.technologymatters.com.au

				
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