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Promoting Database Driven Web Sites

Promoting Database Driven Web Sites. Helping search engines to find, index and rank your database driven content. Laura Thieme – Bizresearch www.bizresearch.com 614-846-7560. Are Question Marks Okay?. Yes! URLs with question marks (?) are okay URLs with ampersands (&) are okay

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Promoting Database Driven Web Sites

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  1. Promoting DatabaseDriven Web Sites Helping search engines to find, index and rank your database driven content Laura Thieme – Bizresearch www.bizresearch.com 614-846-7560

  2. Are Question Marks Okay? • Yes! • URLs with question marks (?) are okay • URLs with ampersands (&) are okay • URLs with multiple ampersands are okay (1-3 are best) • Example: http://www.retailerdomainname.com/cgi-bin/ncommerce/ExecMacro/product/report?style=SET00000&catname=0000&V=Z • URL, title & description are indexed • Top ranked laura@bizresearch.com - Bizresearch, Inc.

  3. Most common question -- My SEO company is telling me I can’t have dynamic URLs, or URLs with question marks Do I have to change my URLs, rewrite them, or create static pages to get ranked in Google? Dynamic Versus Static laura@bizresearch.com - Bizresearch, Inc.

  4. In most cases… laura@bizresearch.com - Bizresearch, Inc.

  5. Need proof? New: Note decrease –3,360 URLs indexed in GoogleIf you redesign, expect change laura@bizresearch.com - Bizresearch, Inc.

  6. Begin Your Research Project Review URL Structure Review Search Engine Indices Review Current Rankings Review Spider Activity Determine Target Terms Optimize Overcome technology challenges Monitor Improvements

  7. Promoting Database Driven Sites • Promotion typically involves: • Site optimization • Create roadmap • Restructure website’s database interaction • Possible design and content edits • Data feeds • Shopping search, Google Sitemap, Google Base • Paid inclusion programs • Yahoo Search Submit Express, Search Submit Pro laura@bizresearch.com - Bizresearch, Inc.

  8. Fitted T-Shirts (Tees) Indexed, but not optimized Revise page heading based on how people search laura@bizresearch.com - Bizresearch, Inc.

  9. New Page Title Womens Fitted T Shirts – Womens T Shirts from Champion.. laura@bizresearch.com - Bizresearch, Inc.

  10. Page Title Updated, Top 20 Ranking Could Update Page Heading How often will page update?How often will spiders visit? laura@bizresearch.com - Bizresearch, Inc.

  11. Revise Page Title: Gourmet Cashews & Coffee – Pear’s Gourmet Indexed, but notoptimized laura@bizresearch.com - Bizresearch, Inc.

  12. Optimization: Wicker Chairs • Online store wants to show up for wicker chairs • Current product called the Sonita Dining Chair • Change or “optimize” page title to reference “wicker” or target term • Make sure page is indexed in each search engine for optimization to take effect laura@bizresearch.com - Bizresearch, Inc.

  13. What’s A Silvertini? Optimized page title Originally had title ofSilvertiniAdded “Wallet Pen” laura@bizresearch.com - Bizresearch, Inc.

  14. Ballpoint pen added to each product title laura@bizresearch.com - Bizresearch, Inc.

  15. You’ve Optimized, You’re Waiting • Now what? • What if you’ve optimized • Little or no changes take place • Is it something else? laura@bizresearch.com - Bizresearch, Inc.

  16. Getting Your Optimized Pages Indexed • Add home page links if possible • it’s typically spidered more often than lower level pages • Add Global/Home Page Footer links • Sign up for Google Sitemaps • Watch for crawling errors • Increase links throughout website • Review ranked pages • Look for patterns • Replicate • Remember: Indexing doesn’t happen overnight (but can be as little as 5 days in Google) laura@bizresearch.com - Bizresearch, Inc.

  17. Your site search engine & URLs • Search engines may choke on some dynamic URLs generated by your site search engine, depending on the version and the site search engine you have • If you’re using FAST, review which level of your URLs are getting indexed • Bestbuy.com – 319,000 pages indexed • Some retail sites may not get various pages indexed regardless of using Google Sitemaps due to other problems) • Use Google Webmaster tools and seek help– a rewrite is probably very likely laura@bizresearch.com - Bizresearch, Inc.

  18. Bestbuy.com & FAST Site Search • 319,000 pages indexed in Google • Using new version of FAST’s site search engine • URL indexed for Microwaves is slightly different than one on live site laura@bizresearch.com - Bizresearch, Inc.

  19. Six+ versions of the same URL indexed • http://www.bestbuy.com/site/olspage.jsp;jsessionid=ZE3BPHSTQE3UHKC4D3MVAFY?navLevel=4&type=category&navHistory=cat00000%2Bcat05000%2Bpcmcat67800050008&id=pcmcat67800050017 • http://www.bestbuy.com/olspage.jsp?id=pcmcat67800050017&type=category (indexed) laura@bizresearch.com - Bizresearch, Inc.

  20. Duplicate Content Potential? laura@bizresearch.com - Bizresearch, Inc.

  21. >100 for “microwaves” in Google laura@bizresearch.com - Bizresearch, Inc.

  22. Note Google Problems Allintitle: keyword site:www.yoursite.com laura@bizresearch.com - Bizresearch, Inc.

  23. Ecommerce Platform Getting You Down? • Watch out for ecommerce and content management systems (CMS) that block search engines from spidering, fail to properly redirect, and lack administrative consoles to help you fix the problem laura@bizresearch.com - Bizresearch, Inc.

  24. Try Talking to a CMSCustomer Service Rep Research before you buy….

  25. Organic Changes • May note faster, better rankings in MSN • Select keyword phrase improvements in Google, but takes longer to achieve top positions • Consider optimizing a Yahoo data feed, Froogle where you can affect change faster laura@bizresearch.com - Bizresearch, Inc.

  26. Creating Data Feeds • Retailers • Shopping.com, Froogle, Yahoo Merchant or Product Submit, Shopzilla data feeds • Yahoo Search Submit Express or Search Submit Pro • B2B, Other Sites • Overture Site Match or Site Match Exchange laura@bizresearch.com - Bizresearch, Inc.

  27. Updated laura@bizresearch.com - Bizresearch, Inc.

  28. In the event some of you can’t resist testing dynamic versus static pages, consider this Which page is easier to update? The dynamic one that automatically updates based on database changes or the static one you have to remember to update Which one wins? Dynamic or static content? laura@bizresearch.com - Bizresearch, Inc.

  29. Other Technology Challeges • Site Search Engine • Check the version, the way it’s getting indexed • Check your robots.txt file • Can you exclude files that would be considered duplicate • Canonical issues, soft 404s laura@bizresearch.com - Bizresearch, Inc.

  30. In Summary • Get indexed – that’s your first objective • Every page if possible or at least your leading pages • Optimize based on the way people search • Submit a data feed when appropriate • Optimize your data feeds as well • Monitor Improvements, Overcome Technology Challenges & BE PERSISTENT • Penalty? No duplicate content, or over-optimization laura@bizresearch.com - Bizresearch, Inc.

  31. Tired of Eating Cold Sandwiches? • Have a hot buffet lunch & ice cream sundaes & an extended Q&A with Bizresearch’s Laura Thieme • Learn more about Dynamic SEO & Web Analytics • 12:15 – 2:00 p.m. (Wednesday afternoon) • Lunch tickets required (available to session attendees) • Limited to 125 attendees laura@bizresearch.com - Bizresearch, Inc.

  32. For Those Who Prefer Boxed Lunches • Full service search marketing agencywith US and European clients • E-mail: Laura Thieme, Presidentlaura@bizresearch.com • 1-614-846-7560 (EST)Columbus Ohio • Visit www.bizresearch.com laura@bizresearch.com - Bizresearch, Inc.

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