tips and technics for search engine market
TRANSCRIPT
Tips & Techniques forTips & Techniques forSearch Engine MarketingSearch Engine Marketing
An Annual ReviewAn Annual Review
Mark Shay & Clara GruenGradSchools.com
NAGAPChicago 2005
OverviewOverview
Search Engines and Directories OverviewSearch Engines and Directories Overview
Improving Rankings in Free SearchImproving Rankings in Free SearchResultsResults
Tools to Help OptimizeTools to Help Optimize Pages andPages andImproveImprove Free Search RankingsFree Search Rankings
Blogs Blogs forfor Search Engine RankingsSearch Engine Rankings
Search Engines Search Engines vsvs..DirectoriesDirectories
Search Engines (Search Engines (GoogleGoogle.com).com) ActiveActive
Database drivenDatabase driven
KeywordsKeywords
Portals & Directories (Yahoo.com)Portals & Directories (Yahoo.com) StaticStatic
Pre-definedPre-defined
Human categorizationsHuman categorizations
How Search Engines WorkHow Search Engines Work
Based on relevance to userBased on relevance to user’’s searchs search
Spiders index web pagesSpiders index web pages
Algorithm to define positionAlgorithm to define position ContentContent
PopularityPopularity
Constantly changingConstantly changing
Can take steps to improve rankingsCan take steps to improve rankings
Improving Rankings in Free SearchImproving Rankings in Free Search
Site Structure & File NamesSite Structure & File Names Every Page isEvery Page is important - each must beimportant - each must be
optimized separatelyoptimized separately Clear Purpose for Each PageClear Purpose for Each Page Title Tags & Meta TagsTitle Tags & Meta Tags Choosing KeywordsChoosing Keywords Web Page OptimizationWeb Page Optimization Link PopularityLink Popularity More TipsMore Tips
Site Structure & File NamesSite Structure & File Names
Important pages at root levelImportant pages at root level Meaningful folder names using broadMeaningful folder names using broad
keywords when possiblekeywords when possible URLs should be as short as possibleURLs should be as short as possible File names including keywordsFile names including keywords
Think about what will best describe the pageThink about what will best describe the pagehttp://www.http://www.GradSchoolsGradSchools.com/.com/ProgramsPrograms//AccountingAccounting.html.html
Site MapSite Map Text links to all pages on site (for spiders)Text links to all pages on site (for spiders)
Every Page isEvery Page is CrucialCrucial
Only 30% of visitors to Only 30% of visitors to GradSchoolsGradSchools.com.comenter through the home pageenter through the home page
Most go directly to inside pages based onMost go directly to inside pages based onthe keywords they used to searchthe keywords they used to search
Each page addresses a different topic -Each page addresses a different topic -should have uniqueshould have unique keywordskeywords
Optimize pages individually to maximizeOptimize pages individually to maximizetraffic to each inside pagetraffic to each inside page
Clear PurposeClear Purpose
Know the target audience for each page -Know the target audience for each page -know how they searchknow how they search
Strong cross-linking to related pagesStrong cross-linking to related pageswithin your sitewithin your site
Provide links to other related sitesProvide links to other related sites
Title Tags & Meta TagsTitle Tags & Meta Tags Title TagsTitle Tags
Lead with most important keyword (Grad SchoolLead with most important keyword (Grad SchoolSearch Guide)Search Guide)
Include several keywords but be meaningfulInclude several keywords but be meaningful Do not make too longDo not make too long
Meta TagsMeta Tags Robot Meta TagRobot Meta Tag
<META NAME="ROBOTS<META NAME="ROBOTS”” CONTENT="INDEX,FOLLOW"> CONTENT="INDEX,FOLLOW">
Description - Phrase or sentence to describe websiteDescription - Phrase or sentence to describe website Contain primary keywords and be readable (appears onContain primary keywords and be readable (appears on
search engines to describe site)search engines to describe site)
Keywords - 15-25 keywords that describe the particularKeywords - 15-25 keywords that describe the particularpage (or whole site) trying to includepage (or whole site) trying to includethe most popular search terms or phrasesthe most popular search terms or phrases
Choosing KeywordsChoosing Keywords Home Page: Choose 15-25 keywords to includeHome Page: Choose 15-25 keywords to include
in meta tags and around five on which toin meta tags and around five on which toconcentrate the contentconcentrate the content
Inside Pages: Choose one or two uniqueInside Pages: Choose one or two uniquekeywords for each pagekeywords for each page
Keywords should be specific to the page, butKeywords should be specific to the page, butalso terms that are searched regularly (ex:also terms that are searched regularly (ex:chemistry graduate school chemistry graduate school vsvs. northeastern. northeasternchemistry graduate school)chemistry graduate school)
Keywords should be in the content - browsersKeywords should be in the content - browserscancan’’t read graphics.t read graphics.
Optimizing PagesOptimizing Pages
ContentContent First 250 words of the website are highlyFirst 250 words of the website are highly
valued by search enginesvalued by search engines Paragraph using chosen keywords shouldParagraph using chosen keywords should
start off each pagestart off each page
Headline TagsHeadline Tags Use keywords within Headline TagsUse keywords within Headline Tags
<h1>Graduate School</h1><h1>Graduate School</h1>
ImagesImages Use Alt tags in all images that includeUse Alt tags in all images that include
keywords for the pagekeywords for the page
Link PopularityLink Popularity How many sites link to youHow many sites link to you
Determines relevance to the keywordsDetermines relevance to the keywords Evidence of quality of your siteEvidence of quality of your site
Reciprocal LinksReciprocal Links Link to related site and have them link to youLink to related site and have them link to you
Submit sites to directories (human maintained)Submit sites to directories (human maintained) Paid advertising (links to your site)Paid advertising (links to your site) Request Links from related sites (non-reciprocal)Request Links from related sites (non-reciprocal)
These may perform better than reciprocal links. TextThese may perform better than reciprocal links. Textof link matters - of link matters - ““Graduate School DirectoryGraduate School Directory”” works worksbetter than better than ““GradSchoolsGradSchools.com.com”” in link text. in link text.
Niche Portals & DirectoriesNiche Portals & Directories Sector sites specializing in unique contentSector sites specializing in unique content Typically require submission - not automaticallyTypically require submission - not automatically
indexedindexed Often have free listings for all related sites andOften have free listings for all related sites and
upgraded listings for advertisersupgraded listings for advertisers Examples:Examples:
http://www.http://www.GradSchoolsGradSchools.com.com http://www.Petersons.comhttp://www.Petersons.com
Good places to advertise to reach a specificGood places to advertise to reach a specificaudience - this willaudience - this will increase the number of linksincrease the number of linksto your site and therefore your Link Popularityto your site and therefore your Link Popularity
Improving Rankings:Improving Rankings: More TipsMore Tips
Update your site!Update your site! Changes are seen by search enginesChanges are seen by search engines
Freshness of content is importantFreshness of content is important
Blogs Blogs can help keep site currentcan help keep site current
Resubmit your siteResubmit your site Each time a major change is made, resubmit toEach time a major change is made, resubmit to
all the major search engines.all the major search engines.
Improving Rankings:Improving Rankings: More TipsMore Tips
Moving Target - always changes, alwaysMoving Target - always changes, alwayshave to updatehave to update
Focus pages, keep content heavy andFocus pages, keep content heavy andgraphics lightgraphics light
Use keywords carefullyUse keywords carefully
Plan ahead - think through file structurePlan ahead - think through file structureand names to improve rankingsand names to improve rankings
When building sites - never forget theWhen building sites - never forget thebusiness logic behind the technologybusiness logic behind the technology
Improving Rankings:Improving Rankings: DonDon’’t Tipst Tips
DonDon’’t use redirectst use redirects Temporary solution ONLY for site changesTemporary solution ONLY for site changes
DonDon’’t imbed content within JavaScriptt imbed content within JavaScript DonDon’’t use frames when avoidablet use frames when avoidable
Content on page isnContent on page isn’’t seent seen
Be careful with tables - too much codeBe careful with tables - too much codereduces how much content the searchreduces how much content the searchengine seesengine sees
DonDon’’t use too many images - relyt use too many images - relyon contenton content
Tools to Help ImproveTools to Help ImproveRankingsRankings
Online Tools availableOnline Tools available
Web Site LogsWeb Site Logs
Search Words and PhrasesSearch Words and Phrases
Web site ReferrersWeb site Referrers
Keyword Suggestion ToolsKeyword Suggestion Tools
Search ToolsSearch Tools
Google Google Page RankPage Rank
SEO Toolbox (SEO Toolbox (seo-toolboxseo-toolbox..seoincseoinc.com).com)
Alexa Alexa Tool Bar RankingsTool Bar Rankings
Scrub the Web Meta CheckScrub the Web Meta Check
http://www.http://www.GradSchoolsGradSchools.com/NAGAP for the full.com/NAGAP for the fulllistlist
Email your suggestions toEmail your suggestions toClara@[email protected]
Using Your Web Site LogsUsing Your Web Site Logs
Every time your website is accessed, a logEvery time your website is accessed, a logis kept of user activityis kept of user activity
Logs provide detailed information aboutLogs provide detailed information aboutwhat your site visitors do and how they gotwhat your site visitors do and how they gottherethere
Use logs to evaluate keywordsUse logs to evaluate keywords
Log Reports AvailableLog Reports Available
ExtensiveExtensivereporting optionsreporting optionsavailableavailable
NumerousNumerousproducts onproducts onmarket tomarket toprocess logprocess loginformationinformation
Search WordsSearch Words
Shows each wordShows each wordthat was used inthat was used infree and paidfree and paidsearches whichsearches whichresulted in clicks toresulted in clicks toyour siteyour site
Includes littleIncludes littlewords: words: ““inin””, , ““forfor””,,etc.etc.
Search PhrasesSearch Phrases
Shows phrases used toShows phrases used tolocate your sitelocate your site
More valuable than wordsMore valuable than wordsalonealone
Use to determine whatUse to determine whatgets traffic to yourgets traffic to yourwebsite in free and paidwebsite in free and paidsearchessearches
Guide decisions onGuide decisions onkeyword usageskeyword usages
Monitor progressMonitor progress
Web Site ReferrersWeb Site Referrers
Logs will show sitesLogs will show sitesthat that ““referrefer”” visitors to visitors toyour siteyour site
Use Information toUse Information todetermine wheredetermine whereyour traffic is comingyour traffic is comingfrom and maximizefrom and maximizevolume.volume.
Web Site ReferrersWeb Site Referrers Search forSearch for
specific type ofspecific type ofdomainsdomains ininreferrers.referrers.
Determine theDetermine theschools fromschools fromwhich most ofwhich most ofyour visits come.your visits come.
Overture Keyword Suggestion ToolOverture Keyword Suggestion Tool
72,087 -!graduate school
3,352 -!usda graduate school
3,209 - graduate school ranking
2,652 -!keller graduate school
!2,520 -!online graduate school
!2,442 -!scholarship graduate school
!2,323 -!graduate school search
!1,850 -!psychology graduate school
!1,365 -!keller graduate school of management
!1,289 -!graduate business school
!1,054 -!best graduate school
! 988 -!graduate school letter of recommendation
! 896 -!graduate school personal statement
! 893 -!graduate school political science
! 892 -!graduate school grant
! 885 -!high school graduate
! 863 -!top graduate school
! 814 -!graduate letter recommendation sample school
! 784 -!graduate school essay
! 733 -!graduate school rating
! 707 -!graduate school interview
! 654 -!graduate purpose school statement
! 627 -!anesthesiology graduate school
! 561 -!graduate intent letter school
! 524 -!education graduate harvard school
!514 -!claremont graduate school
! 512 - !graduate school for social work
Google AdWords Google AdWords Keyword SuggestionKeyword SuggestionToolTool
Blogs Blogs (Web Logs)(Web Logs)
What is aWhat is a BlogBlog?? A A ““blogblog”” is an interactive journal available 24 is an interactive journal available 24
hours a day on the internet. A person whohours a day on the internet. A person whocreates a creates a blog blog is referred to as a is referred to as a ““bloggerblogger,,””and updating a and updating a blog blog by writing new entries isby writing new entries iscalledcalled ““bloggingblogging..””
- From Matisse’s Glossery of Internet Terms
Blog Blog FactsFacts
In 2004, Dictionary publisher Merriam-In 2004, Dictionary publisher Merriam-Webster named Webster named ““blogblog”” the word of the the word of theyear. year. ““BlogBlog”” now appears in the 2005 print now appears in the 2005 printand online editions of the Collegiateand online editions of the CollegiateDictionaryDictionary
In a recent report, Pew Internet &In a recent report, Pew Internet &American Life Project found American Life Project found blogblogreadership increased sharply, up 58%,readership increased sharply, up 58%,between February and November 2004between February and November 2004
Blogs Blogs in Educationin Education
MBA Admissions Blog - Wharton Weblogs at Harvard Law School
McGann’s FactorMIT Admissions Blog
Rhetorica - Professorswho Blog
What can What can Blogging Blogging do for you?do for you?
Share information quickly and easily -Share information quickly and easily -updating content regularlyupdating content regularly increasesincreasesrankings in therankings in the Search enginesSearch engines
Search engines love Search engines love blogs blogs - extensive- extensivecontent, all relevant to a particular topiccontent, all relevant to a particular topic
Drive traffic directly into specific pages onDrive traffic directly into specific pages onyour site - increases links to pages - your site - increases links to pages - BlogsBlogsseen as high quality links (for linkseen as high quality links (for linkpopularity)popularity)
SummarySummary
ItIt’’s all about keywordss all about keywords
SitesSites should be designed around should be designed around GoogleGooglesearchabilitysearchability
Search sophistication increases - what was onceSearch sophistication increases - what was once2 words is now 3-4 word search phrases2 words is now 3-4 word search phrases
What are appropriate keywords for your pages?What are appropriate keywords for your pages?
How do you rank on appropriate keywords?How do you rank on appropriate keywords?
Summary Cont.Summary Cont.
Align Title, Meta,Align Title, Meta, Headline Tags andHeadline Tags andkeywords in page textkeywords in page text
Seek links that include keywords in the linkSeek links that include keywords in the linktexttext
Experiment with keyword advertisingExperiment with keyword advertising(focus on less competitive terms)(focus on less competitive terms)
Monitor progress, track search phrasesMonitor progress, track search phrasesand trendsand trends
