Transcript sites.duke.edu

Your Friendly Neighborhood Search Engine
January 12, 2006
Eric Holter
Newfangled Web Factory
SEM Contrasted with SEO
SEM: Search Engine Marketing
SEO: Search Engine Optimization
Search Engine
Optimization
Search Engine
Marketing
Search Engine Marketing is...
Easy Buy ad, monitor click through/conversion rates.
Expensive –
Pay per click, bid for position.
Less Effective Lower click through rates, less trusted.
Search Engine Optimization is...
Harder –
Ranking based on math, for better or worse.
Free –
Relevant content equals free traffic.
Valuable –
7x click through compared to AdWords, implied
authority, greater trust.
Why the Difference is so Important.
If you approach SEO with SEM goals you will be
greatly disappointed.
SEM: get traffic to homepage for specific phrase.
SEO: every page discoverable with many phrases.
SEM: top down – from homepage to rest of site.
SEO: bottom up – from content page to rest of site.
Principles of Search Engine Optimization
Have good content.
Add content regularly.
Use words (as opposed to images) whenever possible.
Use the browser <title> tag effectively.
Principles of Search Engine Optimization
Have good content.
Bottom line: search engines index and rank content.
Content must be original: dupe content is penalized.
Content must be relevant to the search terms.
Content must meet expectation of the searcher.
If you do these basic things search engines will work
for you. If you fake it, you will get dropped.
Principles of Search Engine Optimization
Have good content.
Add content regularly.
Use words (as opposed to images) whenever possible.
Use the browser <title> tag effectively.
Principles of Search Engine Optimization
Add content regularly.
An optimized page will be listed for related phrases.
Specific words and phrases are searched a limited
number times per day.
Phrase usage is relatively constant.
Therefore to increase overall site traffic means you
need to add content regularly.
Principles of Search Engine Optimization
Have good content.
Add content regularly.
Use words (as opposed to images) whenever
possible.
Use the browser <title> tag effectively.
Principles of Search Engine Optimization
Use words (as opposed to images) whenever
possible.
Standard search engine indexing does not read
images.
A graphic containing words is simply a blank
rectangle to a search engine.
Words contained in flash movies are likewise
invisible to search engines.
Use words.
Principles of Search Engine Optimization
Have good content.
Add content regularly.
Use words (as opposed to images) whenever
possible.
Use the browser <title> tag effectively.
Browser Title
Common Browser Title Mistakes
Welcome to our website!
Widgets USA
Press Releases
Our Mission
Principles of Search Engine Optimization
Use the browser <Title> tag effectively.
Distill the subject of the content.
Narrow the focus of your subject. What are you
saying about what you are talking about?
Include words that specify how your particular
content addresses the subject.
Translate the title to match the way someone might
search for the subject.
How People Search
Short or general phrases provide poor results.
Searches include multiple qualifying words which
result in lengthy unique search phrases.
Such search phrases make up the “long tail” of search
engine results.
Searches are sometimes formed with questions, or
words that imply intent (benefits of, advantages of,
importance of, etc.).
Long Tail: “Advantages of Website Prototyping”
1 advantages of website
156
21 advantages of prototyping
3
41 advantages of web-site 2
2 website prototyping
147
22 advantages of static website
3
42 advantages of website development
3 advantages of prototyping 102
23 advantages of the prototype
3
4 prototyping advantages 53
24 advantages of web prototyping
3
43 advantages of website development
stages
2
5 define prototyping
42
25 advantages of website design
3
6 prototype advantages
24
26 advantages of website for users
3
7 advantages of prototype 23
27 definition of prototype website
3
8 advantages prototyping 22
28 prototyping and advantages
3
9 "website prototyping"
29 prototyping database
9
10 advantages of rapid prototyping
9
8
13 advantages of a website 7
32 prototyping in the database development process
3
35 rapid website prototyping tool
3
15 advantages of a prototype
6
36 visitor advantages of website
3
37 advantages prototyping 2
17 advantages website
38 advantages design prototype
4
4
20 "prototyping" + advantages
3
2
3
50 define prototyping process
2
51 define website prototypes
2
52 develop prototype static html
2
54 navigation website prototyping
2
39 advantages for website 2
2
55 processes for communicating site maintenance
56 prototypes advantages 2
40 advantages modelling and prototyping 2
4
2
53 grey-screen prototypes 2
34 rapid prototyping benefits3
16 stages of designing a database driven website project 6
2
49 benefits rapid-prototyping2
30 prototyping databases 3
7
19 prototyping website
47 benefits of prototype
48 benefits of rapid prototyping
14 the advantages of website
18 database prototype explained
46 advantages to prototyping
3
33 rapid prototyping advantages
2
45 advantages to prototypes2
31 prototyping for website 3
11 "advantages of website" 8
12 advantages of prototypes
44 advantages prototype
2
57 prototyping advantages 2
58 prototyping - advantages 2
59 prototyping, advantages 2
60 rapid website prototyping 2
2
Long Tail: “Advantages of Website Prototyping”
61 sample website prototyping
2
62 simple website development flow
2
63 the advantages of having a simple website
2
64 the advantages of using a prototype
65 thorough input
2
1
82 "prototyping","advantages"
1
83 "rapid prototyping" advantages
1
84 "rapid prototyping"advantages
1
85 "static html" vs database website
1
86 "website" prototyping
2
66 web page prototype advantages
81 "prototype""website""review"
1
87 definition prototype website'
2
1
88 (advantages of web-site) 1
67 web page prototyping 2
68 website development benefits of prototyping
2
89 a design of programming prototype
1
90 a prototype database driven
1
101
advantages for prototyping process 1
102
advantages from website
103
advantages in prototype approach 1
104
advantages of "prototyping"
1
105
advantages of prototype
1
106
1
advantages of using database driven site versus html
107
advantages of web prototypes
1
108
advantages of website
1
109
advantages of a website
1
1
91 advantages of prototypes1
110 advantages of a website from the perspective of the
client
1
2
92 advantages php website 1
111
advantages of budget database
71 website prototype process
2
93 advantages + databases 1
112
advantages of database backed websites
1
72 website prototyping + how to
2
94 advantages + prototypes 1
113
advantages of database driven website
1
73 website prototyping example
2
95 advantages + website 1
114
advantages of database driven websites
1
1
115
advantages of having a website of a factory
1
97 advantages database for programmers 1
116
advantages of having a website
76 what are the advantages of prototyping 2
98 advantages database website
117
advantages of having database on websites
77 what to ask a client for website
99 advantages flexible budget vs. static budget
1
118
advantages of html website
100
1
119
advantages of modelling and prototyping
120
advantages of prototype approach 1
69 website prototype database
2
70 website prototype design
74 website+prototyping
2
75 what are advantages of prototype
96 advantages brought by the internet
2
2
78 "advantages of website 1
79 "grey screen" rapid prototype
1
80 "grey screen" site prototype
1
1
advantages for linking databases with websites
1
1
1
1
1
Long Tail: “Advantages of Website Prototyping”
121
advantages of prototype process model
1
141
advantages to prototype
1
161
database driven html prototype
122
advantages of prototyping to the developer
1
142
advantages using database
1
162
database driven website advantages
123
advantages of rapid prototyping approach
1
143
advantages+website 1
163
database programmer definition
1
124
advantages of rapid prototyping process
1
144
• advantages of prototyping
164
database prototyping with html
1
125
advantages of using database on websites
1
145
benefits advantages prototype model + prototyping
165
define prototyping 1
126
advantages of visual prototyping
146
benefits clickable prototype
1
166
define advantages of a website
127
advantages of web development process
1
147
benefits of doing prototyping
1
167
define prototyping and give its advantages?
128
advantages of website design company
1
148
benefits of prototype process
1
168
define prototyping. 1
129
advantages of website features
1
149
benefits of prototyping
1
169
define website prototype
130
advantages of website for user
1
150
benefits of prototyping for website 1
170
define: prototyping 1
131
advantages of website personalization
151
benefits of rapid development vs. functionality
171
definition + prototyping
132
advantages of website prototype
1
152
benefits of web prototyping
1
172
definition of prototype( web design) 1
153
benefits of website prototype
1
173
definition of prototyping
133
advantages of website site map
1
154
benefits prototyping1
174
definition of prototyping a web site 1
134
advantages of website user
1
155
changes for database design prototype
175
definition of prototyping process
1
135
advantages of website using
1
156
client communicate with website
176
definition of working prototyping
1
136
advantages on prototyping
1
157
client profile things to ask before beginning web
177
definition prototyping and advantages
137
advantages on website
1
158
compare fleshed out layout vs centered web pages
178
design and prototype website
1
138
advantages point website email
1
159
constraints in developing database driven website
179
design document advantages
1
139
advantages team database development
1
160
data modeling prototype advantages
180
design prototype for website
1
140
advantages to a team to develop a database
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
Long Tail: “Advantages of Website Prototyping”
181
example web form prototype design document
1
201
prototyping & advantages
1
221
screen flows in website development
1
182
features, advantages and benefits of a website
1
202
prototyping (advantages)
1
222
structures of website development teams
1
183
forms database advantages
1
203
prototyping + clients 1
223
team approach: database design: advantages
1
184
functionality website prototype
1
204
prototyping +website 1
224
technical nature that are also often overlooked
1
185
future modification of database
1
205
prototyping advantages*
1
225
the advantages communicating with internet
1
186
give me advantages prototype only1
206
prototyping and databases
1
226
the advantages of having database on web
1
187
how many database prototyping.
207
prototyping and website and example
227
the advantages of prototype
188
html rapid prototype database interaction
208
prototyping html form1
228
the advantages of prototype development
1
189
html static prototype process
1
209
prototyping in the database developing process
229
the advantages of rapid prototyping process
1
190
html website prototype
1
210
prototyping suggestion
230
the advantages of web-site
191
notes project database driven website
1
211
prototyping websites 1
231
the advantages to having a website database
192
present website prototype to client
1
212
prototyping would not work
1
232
the advantages to prototyping
213
prototyping+advantages
1
233
the definition of prototype website 1
193
programmer: advantages
1
214
prototyping,advantages
1
prototype as specification
1
215
prototyping: advantages
1
234
1
things required in developing a database driven website
194
195
prototype benefits 1
216
rapid development database driven website
235
1
things to know ask client before developing website
196
prototype database driven website 1
217
rapid prototype benefits
236
visual design website benefits
197
prototype defined in web page development
218
rapid prototyping +website +applications
237
web site prototyping 1
198
prototype design advantages
1
219
rapid prototyping process diagrams 1
238
website prototyping 1
1
220
rapid prototyping team dynamics
239
website "prototyping" 1
240
website advantages 1
1
199
prototype design website
200
prototype development advantages
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
Long Tail: “Advantages of Website Prototyping”
241
website content prototyping
1
242
website developer client make changes
243
261
what are the advantages of a prototype
1
262
what are the advantages of prototyping?
1
website development prototyping 1
263
what are the advantages of website 1
244
website functionality defined
1
264
what are the advantages of website?
1
245
website prototype benefits
1
265
what is advantages of website to users
1
246
website prototype definition
1
266
what is prototype?advantages
1
247
website prototype definition and benefit
267
what is prototyping ? + definition
1
248
website prototype page example
1
268
what is prototyping and the advantages of it
249
website prototype site map
1
269
what is prototyping website
250
website prototypes - schematics
1
270
what is the "advantages of website" 1
251
website prototypes examples
1
271
what is the advantages of prototyping in the user aspects
252
website prototyping and prototypes
272
what is the advantages of website ?
273
what is website prototyping
1
253
website prototyping explained
1
274
what the advantages of website
1
254
website prototyping process
1
275
why prototype advantages
1
255
website rapid prototyping benefits 1
276
why prototype in database development process 1
256
website schematic site flow database structure 1
257
what advantages of website
258
what are the advantages on web development
1
259
what are advantages of prototyping?
1
260
1
what are the advantages of a database in a website
1
1
1
1
1
1
1
1
The Benefits of Long Tail Search Results
Every word on your page can contribute to its
“findability.”
A long tail shows the searcher's exploration. The
effort in such searching makes finding results more
“valuable” to them.
The more terms used that match your content the
more relevant the content is likely to be to the
searcher. Less search engine “bounce.”
Who’s Your Homepage?
Who’s Your Homepage?
The homepage doesn't usually have the most relevant
content.
Search engine traffic to the homepage is usually
dominated by “navigational searching.”
Most valuable searches hit content-rich sub-pages.
For such sessions, the sub-page is, in a sense, that
visitor’s homepage.
Who’s Your Homepage?
Pay attention to how your sub-pages work as
“surrogate homepages.”
By studying your sub-pages and what phrases are used
hit them, you can glean the intent of the visitor.
Consider how sub-pages fulfill the expectation of the
visitor. How you can point them toward the intended
purpose of your website?
Who’s Your Homepage?
Accessibility of Information is a Good Thing
Websites and search engines make information
accessible.
Effective search engine optimization makes it work
even better.
I hope these tips and insights help you maximize your
content's value and improve your website's
effectiveness.