Google for Webmasters: Discoverability, Accessibility, Ranking and More
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Google for Webmasters: Discoverability, Accessibility, Ranking and More
- 2. Your site and Google Discovering Crawling Indexing Ranking and Serving
- 3. Your content and Google Getting pages in (and out) of Google’s index Making your site accessible …And smartly labeled
- 4. How Google discovers your site Organic links Add URL tool: http://www.google.com/addurl/ Sitemaps
- 5. Discoverability – Sitemaps XML Sitemaps Useful for: Dynamic content o Websites with few incoming links o Large archive of content pages Provides Google with information on: When the site was last updated o How often it changes o The relative importance of pages on your site http://www.google.com/support/webmasters/bin/answer.py?answer=40318 And http://www.sitemaps.org
- 6. Telling Google what not to index You may wish to block from search engines… o Private information o 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.
- 7. Understanding accessibility 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
- 8. 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 URLs Advice: View your site in a text-only browser:
- 9. 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
- 10. Dynamic & media rich content suggestions Design for accessibility Design with progressive o Focus on users enhancement o Multiple browsers o Navigation in HTML, then add Mobile phone your rich content Screen readers 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
- 11. Importance of titles and descriptions HTML Code: <title>Google Webmaster Central</title>
- 12. Duplicate content What is duplicate content? Example: article and printer version of the site Best practices: o 301s o Preferred domain feature o Robots.txt file For more helpful tips: http://googlewebmastercentral.blogspot.com/2008/09/demystifying-duplicate-content-penalty.html
- 13. Ranking – Relevance and importance Sites listings are prioritized algorithmically according to pages’… • Relevance o Matching the search to the page o Taking into account geography o 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)
- 14. 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 content o Participate thoughtfully in relevant communities online and offline
- 15. Fluctuations in PageRank and ranking Rankings fluctuate! (Hundreds of ranking signals, with over 450 updated last year alone) o Algorithmic updates o Changes in your site’s contents o Changes in other sites’ contents o Violation of Google Webmaster Guidelines
- 16. 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
- 17. Google’s resources for webmasters Google’s official blog, help center, discussion group, and beyond
- 18. Webmaster Central • Tools • Submit your content to Google • Blog • Help Center Documentation • Discussion Group Webmaster Central aims to provide relevant resources and tools to help webmasters get the best experience with Google. http://www.google.com/webmasters
- 19. 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
- 20. Webmaster Tools – Helping Google help you • Communicate with Google • Adjust crawl rates • Delete outdated sitelinks • Report spam and paid links • File a reconsideration request
- 21. Webmaster Tools – Discover more Learn how to use Webmaster Tools more in depth: http://www.google.com/webmasters/edu/quickstartguide/index.html
- 22. Google Webmaster Central Blog • The Google Webmaster Central Blog • Official Google communications directed at Webmasters o Announcements o New Features o Information on indexing, ranking, guidelines English: http://googlewebmastercentral.blogspot.com/ German: http://googlewebmastercentral-de.blogspot.com/ Chinese: http://www.googlechinawebmaster.com/
- 23. Google Webmaster Help Center • Hundreds of articles in more than two dozen languages • Getting started guides, tips, guidelines, and more
- 24. Google Webmaster Help Group • 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
- 25. Google Webmaster Central www.google.com/webmasters
- 26. 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 content o Gain a deeper understanding of your site’s visitors o Get insight into your competitors and competitive space
- 27. Creating and sharing compelling content
- 28. Deeper understanding of your site’s visitors Google Analytics http://www.google.com/analytics/ Discover where your visitors come from o Learn how they interact with your site Website Optimizer http://www.google.com/websiteoptimizer/ o Test different combinations of site content o Increase visitor conversion rates and satisfaction
- 29. Research and keep track of your market Trends – http://www.google.com/trends Reader – http://www.google.com/reader Alerts – http://www.google.com/alerts http://www.google.com/options
- 30. Thank You