1. Search Engine Optimization

2. Search Engines ≈50% your new users are from a search engine ≈50% are returning users Many repeat viewers will return using a search engine ≈80% use search engines to help in planning a purchase ≈50% your new users are from a search engine ≈50% are returning users Many repeat viewers will return using a search engine ≈80% use search engines to help in planning a purchase

3. Content Locations What happens to your content?

4. Caching Temporary ‘local’ mirrored copies HTML files, images, etc Browsers cache (on disk and in RAM,) proxy servers, ISPs, servers cache data on many levels Not always in sync with the source Temporary ‘local’ mirrored copies HTML files, images, etc Browsers cache (on disk and in RAM,) proxy servers, ISPs, servers cache data on many levels Not always in sync with the source

5. Indexing Processing content for quick access and easy classification Think book index but more complex Indexes are stored copies of the content (heavily condensed) Engine design determines how they index and WHAT parts they filter out Processing content for quick access and easy classification Think book index but more complex Indexes are stored copies of the content (heavily condensed) Engine design determines how they index and WHAT parts they filter out

6. Search Directories Web directories, classification systems yahoo.com, dir.yahoo.com, dmoz 3 rd party partners (hair.com) Archival / Caching Internet History Web directories, classification systems yahoo.com, dir.yahoo.com, dmoz 3 rd party partners (hair.com) Archival / Caching Internet History

9. OFTEN CACHED Titles are often displayed by the browser (which is NOT required) Used for Bookmarks / Favorites Used to name document in listings, search results, etc. Make it informative! (per-document) OFTEN CACHED Titles are often displayed by the browser (which is NOT required) Used for Bookmarks / Favorites Used to name document in listings, search results, etc. Make it informative! (per-document)

10. Description Often cached & indexed Description of the document or Summary of the document’s content < 250 characters (including spaces) Often cached & indexed Description of the document or Summary of the document’s content < 250 characters (including spaces)

11. Keywords Sometimes cached and/or indexed Keywords ARE EXTREMELY IMPORTANT Define for the USERS, not YOU synonyms, ignore case, plurals, city, company name, misspellings, flawed words/terms Site-wide & page level Sometimes cached and/or indexed Keywords ARE EXTREMELY IMPORTANT Define for the USERS, not YOU synonyms, ignore case, plurals, city, company name, misspellings, flawed words/terms Site-wide & page level

12. Where do keywords go? Headlines, Title, Description Repeat use; however, less than 5% google ignores it < 12 words, must appear in page Headlines, Title, Description Repeat use; however, less than 5% google ignores it < 12 words, must appear in page

13. Spider-Sense

14. Web Crawlers / Spiders / robots Automated programs running thru the “web” / inter“net” Spammers - grab emails Crackers - scan web-security Search engines - find/update content Automated programs running thru the “web” / inter“net” Spammers - grab emails Crackers - scan web-security Search engines - find/update content

15. A Spider’s View They are blind, illiterate, and not even close to as powerful as a browser Likely to not support / understand: Javascript, CSS, Frames, Media Context/meaning, image maps, etc. They are blind, illiterate, and not even close to as powerful as a browser Likely to not support / understand: Javascript, CSS, Frames, Media Context/meaning, image maps, etc.

16. robots.txt Text file on the “root” of a website Spiders (or ‘bots) should read it Format is a convention, not official standard, additions to do happen without much warning Should be included on EVERY website you make! Text file on the “root” of a website Spiders (or ‘bots) should read it Format is a convention, not official standard, additions to do happen without much warning Should be included on EVERY website you make!

17. robots.txt format User-agent: * Disallow: /cgi-bin/ Disallow: /errorPages/ Disallow: / User-agent: googlebot User-agent: * Disallow: /cgi-bin/ Disallow: /errorPages/ Disallow: / User-agent: googlebot

18. Text Text formatting (minus HTML tags) hard-wrapped or pasted may cause goofy text formatting Poor text-HTML conversion (MS Word) Images with text can’t be read Text inside Flash can’t be read Text formatting (minus HTML tags) hard-wrapped or pasted may cause goofy text formatting Poor text-HTML conversion (MS Word) Images with text can’t be read Text inside Flash can’t be read

19. Meta Tags Additional file info (goes in ) description, keywords (from before) list multiple with commas NO spaces google extended it Additional file info (goes in ) description, keywords (from before) list multiple with commas NO spaces google extended it

20. none = skip completely noindex = don’t index this page nofollow = don’t crawl to any links on this page noarchive = don’t cache this page noodp = Do not use Open Directory Project description nosnippet = use description none = skip completely noindex = don’t index this page nofollow = don’t crawl to any links on this page noarchive = don’t cache this page noodp = Do not use Open Directory Project description nosnippet = use description

21. noimageindex = do not index/cache images on this page noimageclick = do not provide links directly to the images on this page all = not really used noimageindex = do not index/cache images on this page noimageclick = do not provide links directly to the images on this page all = not really used

22. Dynamic Server Pages URL parameters can scare them away! one parameter is generally ok http://example.com?page=1 generate static pages (copies) use URL re-writing tricks to limit parameters to just 1 or 2 URL parameters can scare them away! one parameter is generally ok http://example.com?page=1 generate static pages (copies) use URL re-writing tricks to limit parameters to just 1 or 2

23. Frames Provide a means to use website without frames support Bots can handle if your provides a link to your main navigation frame iframes are ignored Provide a means to use website without frames support Bots can handle if your provides a link to your main navigation frame iframes are ignored

24. Navigation Spiders must navigate your website No flash navigation etc ADIVCE: make your website accessible to the blind Homepage should have a 2 nd purpose of getting your ranked higher Spiders must navigate your website No flash navigation etc ADIVCE: make your website accessible to the blind Homepage should have a 2 nd purpose of getting your ranked higher

25. Links Links make you important Others linking to you, you linking to others Your homepage is most IMPORTANT, but a links page might be 2 nd place Do not create “link farms” or have too many links on a single page Links make you important Others linking to you, you linking to others Your homepage is most IMPORTANT, but a links page might be 2 nd place Do not create “link farms” or have too many links on a single page

26. Getting Noticed Don’t abuse any tricks you find!!! Tags: TITLE, H#, A Cross linking deals News: Blogs loosely connected Commentary & Forums (spider friendly) Don’t abuse any tricks you find!!! Tags: TITLE, H#, A Cross linking deals News: Blogs loosely connected Commentary & Forums (spider friendly)

27. Search Engine Sources They DO outsource work MSN.com gets results from Inktomi Yahoo uses multiple sources dir.yahoo.com, alteravista, etc. The Open Directory Project is the most shared source They DO outsource work MSN.com gets results from Inktomi Yahoo uses multiple sources dir.yahoo.com, alteravista, etc. The Open Directory Project is the most shared source

28. Systems to get on The Open Directory Project Google (Search & Ads) Yahoo Directory (in-house yahoo) Inktomi (only search outsourcing) Ask AltaVista The Open Directory Project Google (Search & Ads) Yahoo Directory (in-house yahoo) Inktomi (only search outsourcing) Ask AltaVista

29. Data Feeds

30. Page Rank Tools toolbar.google.com google.com/webmasters alexa.com Toolbars have privacy issues to consider when using them on your main browser toolbar.google.com google.com/webmasters alexa.com Toolbars have privacy issues to consider when using them on your main browser

31. Page Rank Services Initially, they save you time Resubmission is pointless Useful if: Marketing background Help pick and place keywords They know their use is limited Initially, they save you time Resubmission is pointless Useful if: Marketing background Help pick and place keywords They know their use is limited