Post on 28-Dec-2015
transcript
Just the facts, Ma’am.• Approximately 4 billion web sites on
www• 300 million people online across the
world and 150 million in North American homes.
• Majority of users rely on search engines to find related websites
• Only 7-10 percent of users look past the first three pages of search results.
*Statistics from Nielson’s Net Rating Service
Marketing your sitethrough search engines
• “organic” traffic – via Search Engine Optimization
• paid advertising
Types of search engines
• Web crawlers– Google
• Metacrawlers– Dogpile
• Directories– Yahoo Directory
Top Search Engines
1. Google 44.85%
2. Yahoo Search 32.023. MSN Search 25.184. AOL Search 17.005. Ask Jeeves 7.806. Information.com 7.697. Overture 3.838. Netscape Search 3.069. InfoSpace Web Search 2.8610. Microsoft Search 2.86
*According to Nielsen/NetRatings 12/04
The Goal
• Reach our target market– High page rank 1-10 scale,
• 6 = very common (SBU)• 7-8 range is good (CNN)• MSN = 9• Google = 10
– On the first page of results– Within “golden triangle” on search
results page
The Golden Triangle
The joint study conducted by search marketing firms Enquiro and Did-it and eye tracking firm Eyetools examined the eye movements of users viewing Google search result pages.
How does Google work?
• Mechanized search engine that uses robots to crawl the web
• PageRank measures importance of web pages based on votes
• Hypertext-Matching analysis
Getting listed on Google
• Organic traffic –Search Engine Optimization
• Sponsored links
• Submit URL– http://www.google.com/addurl/?continue=/addurl
• University Search– What’s the secret?
1. Titles– Your pages should be titled from
specific to general. For example: • <Title>Women’s Tennis Team at
Southwest Baptist University</Title>
Top Ten Strategies for Optimization
2. Inbound Links– Links to your site from other high-ranked
Web sites will increase your “vote” as an important page, thus improving your ranking.
– This is the single biggest factor for determining which sites appear on Google
– Not sure who is linked to your site? In Google’s search box type “link:” followed by your URL. For example, link:www.sbuniv.edu.
Top Ten Strategies for Optimization
3. Limit dynamically generated pages– Google limits the number of dynamic
pages they index. Their web crawler can sometimes crash sites with dynamic content.
Top Ten Strategies for Optimization
4. Visit competitor’s Web sites with high rankings.– What are they doing to achieve a high
page rank?
Top Ten Strategies for Optimization
5. Avoid Frames– Frames do not fit the normal format of
the web: Each URL corresponds to one page.
Top Ten Strategies for Optimization
6. Internal Link Structure– Internal link structure should provide a
path to every page.
Top Ten Strategies for Optimization
7. Don’t try to spam Google’s web crawlers– Could result in your Web site being
permanently removed from Google’s index.
Top Ten Strategies for Optimization
8. Focus on target keywords– Concentrate on improving your search
engine results based on what keywords your audience might use:
• Keyword=Baptist University• Results=#9 on search results list
• Keyword=Christian College• Results=Not within the first 30 pages
Top Ten Strategies for Optimization
Top Ten Strategies for Optimization
9. Install Google’s free Toolbar– The Google Toolbar will display the page
rank of each page you visit, including your own.
– http://toolbar.google.com/
10. Meta Tags– <meta name="description"
content="Southwest Baptist University is located in Bolivar, Missouri. Southwest Baptist University is a Christ-centered, caring academic community preparing students to be servant leaders in a global society.">
– <meta name="keywords" content="SBU, Bearcats, Christian, college, Baptist, University, Missouri, Bolivar, Christ, academic, degree, four-year, school">
Top Ten Strategies for Optimization
Useful Links
• Hard copy of presentation:http://www.sbuniv.edu/SEMarketing.ppt
• Google Webmaster Info:http://www.google.com/webmasters/
• Search Engine Watchhttp://www.searchenginewatch.com/
• My email: slbrown@sbuniv.edu