Presenter: Gary Ramey
Gary Ramey
Master’s degree in Graphic Arts
Over 15 years experience creating websites
Enrique Iglesias, Bigelow Tea and Coconut Grove Bank
Advertising and Marketing
Royal Caribbean International, Avis, Avon
Printing
Men’s Health, National Geographic, Time, Newsweek
Teach at college level
Graphic design, web design, publication design, etc.
Google Basics
Crawling
Does Google know about your site?
Can Google find it?
Indexing
Can Google index your site?
Crawling
Crawling is the process by which Googlebot discovers newand updated pages to be added to the Google index.
Google uses a huge set of computers to fetch (or "crawl")billions of pages on the web. The program that does thefetching is called Googlebot (also known as a robot, bot, orspider). Googlebot uses an algorithmic process: computerprograms determine which sites to crawl, how often, andhow many pages to fetch from each site.
Crawling
Google's crawl process begins with a list of web pageURLs, generated from previous crawl processes, andaugmented with Sitemap data provided bywebmasters.
As Googlebot visits each of these websites, it detectslinks on each page and adds them to its list of pages tocrawl.
Indexing
Googlebot processes each of the pages it crawls inorder to compile a massive index of all the words itsees and their location on each page. In addition,Google processes information included in keycontent tags and attributes, such as Title tags andALT attributes. Googlebot can process many, but notall, content types. For example, Google cannot processthe content of some rich media files or dynamic pages.
Indexing
In order for your site to rank well in search resultspages, it's important to make sure that Google cancrawl and index your site correctly.
Google’s Webmaster Guidelines outline some bestpractices that can help you avoid common pitfalls andimprove your site's ranking.
Search Results
When a user enters a query, Google’s servers search theindex for matching pages and return the results theybelieve are the most relevant to the user.
Relevancy is determined by over 200 factors, oneof which is the PageRank for a given page. Not alllinks are equal. The best types of links are those thatare given based on the quality of your content.
Webmaster Tools
Site Dashboard
Site Messages
Search Appearance
Search Traffic
Google Index
Crawl
Malware
Additional Tools
Labs
Site Dashboard
Site Appearance
Search Traffic
Links to Your Site
Google Index
Crawl
Malware
Webmaster Tools will let you know if malware isdetected on your site.
Additional Tools
Structured Data Testing Tool
Use the Structured Data Testing Tool to check that Googlecan correctly parse your structured data markup and display itin search results.
Structured Data Markup Helper
This link takes you to the Data Highlighter.
Google Places
Used for businesses that want to get local traffic.
Google Merchant Center
For merchants that sell physical products.
Labs
Author stats
This page shows search statistics for pages for which youare the verified author. Learn more about verifyingauthorship.
Custom Search
Harness the power of Google to create a customizedsearch experience for your own website.
Labs
Instant Previews
Compare your live page with Google's Instant Preview.
Site Performance
Site Performance was a Webmaster Labs feature whichGoogle no longer supports.
How to Verify Your Site?
How to Verify Your Site?
Add a DNS TXT record. To use this method, you mustbe able to sign in to your domain registrar or hostingprovider and add a new DNS record.
Add the Google Analytics code you use to track yoursite. To use this option, you must be an administratoron the Google Analytics account, and the trackingcode must use the new asynchronous snippet.
Leveraging Webmaster Tools
How do I get people to link to my site?
Does my top-level domain impact my site’sperformance in search?
Why don’t my images appear in Google Image search?
Why don’t my videos appear in Google search?
How do I get people to link to my site?
The key to getting links to your site is to create unique,compelling content that other people want to link to.Google’s very good at detecting unnatural links thatviolate their Webmaster Guidelines (for example,those that come from link-exchange schemes, paidlinks schemes, or are auto-generated), so participatingin such schemes could end up doing more harm thangood.
Does my top-level domain impactmy site’s performance in search?
Google's goal is to return the best and most relevantresults to the user, regardless of the top-level domain.If their system determines that the best result is a pageon a new gTLD (generic top-level domain), they’llreturn that page in search results.
I’ve been buying .biz, .me, .info, and .co.uk domainnames and the sites are ranking in search results.
Why don’t my images appear inGoogle Image search?
In general, you can improve your images’ performancein search by giving Google as much information aboutyour images as possible. You can do this by providingdetailed, informative filenames and alt text, or bysubmitting an Image Sitemap.
Why don’t my videos appearin Google search?
You can help us find and index your video content bycreating and submitting a Video Sitemap. This tellsGoogle about videos that they might not otherwisediscover, and lets you provide useful information, suchas the title or running time of the video.
301 Redirects
Use a 301 Redirect to permanently redirect all pages onyour old site to your new site. This tells search enginesand users that your site has permanently moved.
Google and most other search engines see these twoexamples as separate site
www.trickphotographyideas.com
trickphotographyideas.com
.htaccess (301 Redirect Example)
Options +FollowSymlinks
RewriteEngine on
rewritecond %{http_host} ^example.com[nc]
rewriterule ^(.*)$http://www.example.com/$1 [r=301,nc]
Webmaster Guidelines
Best practices to help Google find, crawl, and indexyour site
Design and content guidelines
Technical guidelines
Quality guidelines
Design and Content Guidelines
Make a site with a clear hierarchy and text links. Every pageshould be reachable from at least one static text link.
Offer a site map to your users with links that point to theimportant parts of your site. If the site map has anextremely large number of links, you may want to break thesite map into multiple pages.
Keep the links on a given page to a reasonable number.
Create a useful, information-rich site, and write pages thatclearly and accurately describe your content.
Design and Content Guidelines
Think about the words users would type to find your pages,and make sure that your site actually includes those wordswithin it.
Try to use text instead of images to display importantnames, content, or links. The Google crawler doesn'trecognize text contained in images. If you must use imagesfor textual content, consider using the "ALT" attribute toinclude a few words of descriptive text.
Make sure that your <title> elements and ALT attributesare descriptive and accurate.
Design and Content Guidelines
Check for broken links and correct HTML.
If you decide to use dynamic pages (i.e., the URLcontains a "?" character), be aware that not everysearch engine spider crawls dynamic pages as well asstatic pages. It helps to keep the parameters short andthe number of them few.
Best Practices for Images
Don't embed important text inside images
Avoid embedding important text in images for elements likepage headings and menu items because not all users canaccess them. To ensure maximum accessibility of yourimportant text based content, keep it in regular HTML.
Tell Google as much as you can about the image
Give your images detailed, informative filenames
The filename can give Google clues about the subject matterof the image. Try to make your filename a good description ofthe subject matter of the image. For example, my-new-black-kitten.jpg is a lot more informative thanIMG00023.JPG.
Best Practices for Images
Create great alt text
The alt attribute is used to describe the contents of animage file. It's important for several reasons:
It provides Google with useful information about thesubject matter of the image. We use this information tohelp determine the best image to return for a user'squery.
Best Practices for Images
Bad: <img src="pic4532.jpg" alt=""/>
Not so good: <img src="puppy.jpg" alt=""/>
Better: <img src="puppy.jpg" alt="puppy"/>
Best: <img src="puppy.jpg" alt="Dalmatianpuppy playing fetch">
To be avoided: <img src="puppy.jpg" alt="puppydog baby dog pup pups puppies doggies pupslitter puppies dog retriever labradorwolfhound setter pointer puppy jackrussell terrier puppies dog food cheapdogfood puppy food"/>
Best Practices for Videos
Mark up your video with schema.org
Submit a Video Sitemap or mRSS feed to Google
Tell Google when you remove videos from your site
Create high-quality thumbnail images
Don’t use complex JavaScript, Flash, or hash tags
Technical Guidelines
Make use of the robots.txt file on your web server. Thisfile tells crawlers which directories can or cannot becrawled. Make sure it's current for your site so that youdon't accidentally block the Googlebot crawler.
robots.txt
Allowing crawler access
Restricting access to specific directories
Example
Technical Guidelines
Make reasonable efforts to ensure that advertisementsdo not affect search engine rankings. Userel=“nofollow” Find out more about nofollow.
Use robots.txt to prevent crawling of search resultspages or other auto-generated pages that don't addmuch value for users coming from search engines.
Quality Guidelines
Specific guidelines
Don't create pages with malicious behavior, such asphishing or installing viruses, trojans, or other badware.
Quality Guidelines
Specific guidelines
Avoid "doorway" pages created just for search engines,or other "cookie cutter" approaches such as affiliateprograms with little or no original content.
If your site participates in an affiliate program, makesure that your site adds value. Provide unique andrelevant content that gives users a reason to visit yoursite first.
Reconsideration Requests
If your site isn't appearing in Google search results, orit's performing more poorly than it once did (and itdoes not violate Google’s Webmaster Guidelines), youcan ask Google to reconsider your site.
In addition, if you recently purchased a domain thatyou think may have violated Google’s guidelines beforeyou owned it, you can use the reconsideration requestform to let us know that you recently acquired the siteand that it now adheres to the guidelines.
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