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Search Engines

Search Engines. Looking for Love (or Whatever) In All the Wrong Places. Breakdown. Advantages Increased Site Traffic Revenue Opportunities Enhanced Customer Relations Disadvantages Labor Intensive Consistent Rankings Difficult. Search Engine Types. Directory (Yahoo) Categorized

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Search Engines

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  1. Search Engines Looking for Love (or Whatever)In All the Wrong Places

  2. Breakdown • Advantages • Increased Site Traffic • Revenue Opportunities • Enhanced Customer Relations • Disadvantages • Labor Intensive • Consistent Rankings Difficult

  3. Search Engine Types • Directory (Yahoo) • Categorized • Engines (Google) • Algorithm Ranks Keyword Relevance • Spiders/Crawlers • Combination • Metacrawlers

  4. Search Engine Market Share comScore 6/08

  5. Top Searches 2008 - Google • obama • facebook • att • iphone • youtube • fox news • palin • beijing 2008 ClickZ 12/08

  6. Search Metrics • 88% Use Search Engines • 20% Give Up After One Engine OneStat.com 7/05

  7. Result Types • Organic • Naturally Found as Best Match • Sponsored • Paid for Listing • Site is Charged if Visitor Clicks on It

  8. Result Usage • 93% Visit Only First SERP • 47% Scrolled First SERP SERP PositionClicks #1 51% #2 16% #3 6% #4 6%

  9. 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

  10. Methodology • Keywords • Page Popularity • META Tags

  11. Keywords & Page Popularity • Keywords • Frequency of Occurrence • Page Title • Body • “Invisible Text” • Page Popularity • Frequency Linked To by Other Sites • Difficult to Influence

  12. 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.">

  13. 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

  14. Effective Ranking Techniques • Keywords • Log of Actual Searches • Page / Folder Names • <Title> • 7 – 10 Words Max • Meta • Description • 150 Character Max

  15. Effective Ranking Techniques • Keywords • Image Alt Attribute • Anchor Text (Hyperlinks) • Anchor Title Attribute • Keyword Density • % of Total Content Made Up of Keywords • 3% - 10%

  16. 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

  17. 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

  18. 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

  19. Black-Hat SEO • Comment Spam • Automated Script • Posts Links to Blogs, Forums, etc. • Domain Repurposing • Buy Site with Respectable Ranking • Completely Replace Content

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