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 Optimization Search Engine Marketing 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 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 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 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 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 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” 1advantages of website156 2website prototyping147 3advantages of prototyping102 4prototyping advantages53 5define prototyping42 6prototype advantages24 7advantages of prototype23 8advantages prototyping22 9"website prototyping"9 10advantages of rapid prototyping9 11"advantages of website"8 12advantages of prototypes8 13advantages of a website7 14the advantages of website7 15advantages of a prototype6 16stages of designing a database driven website project 6 17advantages website4 18database prototype explained4 19prototyping website4 20"prototyping" + advantages3 21advantages of prototyping3 22advantages of static website3 23advantages of the prototype3 24advantages of web prototyping3 25advantages of website design3 26advantages of website for users3 27definition of prototype website3 28prototyping and advantages3 29prototyping database3 30prototyping databases3 31prototyping for website3 32prototyping in the database development process3 33rapid prototyping advantages3 34rapid prototyping benefits3 35rapid website prototyping tool3 36visitor advantages of website3 37advantages prototyping2 38advantages design prototype2 39advantages for website2 40advantages modelling and prototyping2 41advantages of web-site2 42advantages of website development2 43advantages of website development stages2 44advantages prototype2 45advantages to prototypes2 46advantages to prototyping2 47benefits of prototype2 48benefits of rapid prototyping2 49benefits rapid-prototyping2 50define prototyping process2 51define website prototypes2 52develop prototype static html2 53grey-screen prototypes2 54navigation website prototyping2 55processes for communicating site maintenance 2 56prototypes advantages2 57prototyping advantages2 58prototyping - advantages2 59prototyping, advantages2 60rapid website prototyping2

Long Tail: “Advantages of Website Prototyping” 61sample website prototyping2 62simple website development flow2 63the advantages of having a simple website 2 64the advantages of using a prototype2 65thorough input2 66web page prototype advantages2 67web page prototyping2 68website development benefits of prototyping 2 69website prototype database2 70website prototype design2 71website prototype process2 72website prototyping + how to2 73website prototyping example2 74website+prototyping2 75what are advantages of prototype2 76what are the advantages of prototyping 2 77what to ask a client for website2 78"advantages of website1 79"grey screen" rapid prototype1 80"grey screen" site prototype1 81"prototype""website""review"1 82"prototyping","advantages"1 83"rapid prototyping" advantages1 84"rapid prototyping"advantages1 85"static html" vs database website1 86"website" prototyping1 87definition prototype website'1 88(advantages of web-site)1 89a design of programming prototype1 90a prototype database driven1 91advantages of prototypes1 92advantages php website1 93advantages + databases1 94advantages + prototypes1 95advantages + website1 96advantages brought by the internet1 97advantages database for programmers1 98advantages database website1 99advantages flexible budget vs. static budget1 100advantages for linking databases with websites1 101advantages for prototyping process1 102advantages from website1 103advantages in prototype approach1 104advantages of "prototyping"1 105advantages of prototype1 106advantages of using database driven site versus html 1 107advantages of web prototypes1 108advantages of website1 109advantages of a website1 110advantages of a website from the perspective of the client1 111advantages of budget database1 112advantages of database backed websites1 113advantages of database driven website1 114advantages of database driven websites1 115advantages of having a website of a factory1 116advantages of having a website1 117advantages of having database on websites1 118advantages of html website1 119advantages of modelling and prototyping1 120advantages of prototype approach1

Long Tail: “Advantages of Website Prototyping” 121advantages of prototype process model1 122advantages of prototyping to the developer1 123advantages of rapid prototyping approach1 124advantages of rapid prototyping process1 125advantages of using database on websites1 126advantages of visual prototyping1 127advantages of web development process1 128advantages of website design company1 129advantages of website features1 130advantages of website for user1 131advantages of website personalization1 132advantages of website prototype1 133advantages of website site map1 134advantages of website user1 135advantages of website using1 136advantages on prototyping1 137advantages on website1 138advantages point website advantages team database development1 140advantages to a team to develop a database1 141advantages to prototype1 142advantages using database1 143advantages+website1 144• advantages of prototyping1 145benefits advantages prototype model + prototyping 1 146benefits clickable prototype1 147benefits of doing prototyping1 148benefits of prototype process1 149benefits of prototyping1 150benefits of prototyping for website1 151benefits of rapid development vs. functionality1 152benefits of web prototyping1 153benefits of website prototype1 154benefits prototyping1 155changes for database design prototype1 156client communicate with website1 157client profile things to ask before beginning web1 158compare fleshed out layout vs centered web pages 1 159constraints in developing database driven website 1 160data modeling prototype advantages1 161database driven html prototype1 162database driven website advantages1 163database programmer definition1 164database prototyping with html1 165define prototyping1 166define advantages of a website1 167define prototyping and give its advantages?1 168define prototyping.1 169define website prototype1 170define: prototyping1 171definition + prototyping1 172definition of prototype( web design)1 173definition of prototyping1 174definition of prototyping a web site1 175definition of prototyping process1 176definition of working prototyping1 177definition prototyping and advantages1 178design and prototype website1 179design document advantages1 180design prototype for website1

Long Tail: “Advantages of Website Prototyping” 181example web form prototype design document1 182features, advantages and benefits of a website1 183forms database advantages1 184functionality website prototype1 185future modification of database1 186give me advantages prototype only1 187how many database prototyping.1 188html rapid prototype database interaction1 189html static prototype process1 190html website prototype1 191notes project database driven website1 192present website prototype to client1 193programmer: advantages1 194prototype as specification1 195prototype benefits1 196prototype database driven website1 197prototype defined in web page development1 198prototype design advantages1 199prototype design website1 200prototype development advantages1 201prototyping & advantages1 202prototyping (advantages)1 203prototyping + clients1 204prototyping +website1 205prototyping advantages*1 206prototyping and databases1 207prototyping and website and example1 208prototyping html form1 209prototyping in the database developing process1 210prototyping suggestion1 211prototyping websites1 212prototyping would not work1 213prototyping+advantages1 214prototyping,advantages1 215prototyping: advantages1 216rapid development database driven website1 217rapid prototype benefits1 218rapid prototyping +website +applications1 219rapid prototyping process diagrams1 220rapid prototyping team dynamics1 221screen flows in website development1 222structures of website development teams1 223team approach: database design: advantages1 224technical nature that are also often overlooked1 225the advantages communicating with internet1 226the advantages of having database on web1 227the advantages of prototype1 228the advantages of prototype development1 229the advantages of rapid prototyping process1 230the advantages of web-site1 231the advantages to having a website database1 232the advantages to prototyping1 233the definition of prototype website1 234things required in developing a database driven website 1 235things to know ask client before developing website 1 236visual design website benefits1 237web site prototyping1 238website prototyping1 239website "prototyping"1 240website advantages1

Long Tail: “Advantages of Website Prototyping” 241website content prototyping1 242website developer client make changes1 243website development prototyping1 244website functionality defined1 245website prototype benefits1 246website prototype definition1 247website prototype definition and benefit1 248website prototype page example1 249website prototype site map1 250website prototypes - schematics1 251website prototypes examples1 252website prototyping and prototypes1 253website prototyping explained1 254website prototyping process1 255website rapid prototyping benefits1 256website schematic site flow database structure1 257what advantages of website1 258what are the advantages on web development1 259what are advantages of prototyping?1 260what are the advantages of a database in a website 1 261what are the advantages of a prototype1 262what are the advantages of prototyping?1 263what are the advantages of website1 264what are the advantages of website?1 265what is advantages of website to users1 266what is prototype?advantages1 267what is prototyping ? + definition1 268what is prototyping and the advantages of it1 269what is prototyping website1 270what is the "advantages of website"1 271what is the advantages of prototyping in the user aspects1 272what is the advantages of website ?1 273what is website prototyping1 274what the advantages of website1 275why prototype advantages1 276why prototype in database development process1

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?

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.