CATOLICO LUCHADOR - Tutorial: Google for Webmasters

Your site and Google

Discovering Crawling Indexing Ranking and
Serving

Your content and Google
Getting pages in (and out) of Google’s index
Making your site accessible
…And smartly labeled

How Google discovers your site

Organic links

Add URL tool: http://www.google.com/addurl/

Sitemaps

Discoverability – Sitemaps

XML Sitemaps

Useful for: Dynamic content
o Websites with few incoming links
o Large archive of content pages
Provides Google with information on: When the site was last updated
o How often it changes
o The relative importance of pages on your site
http://www.google.com/support/webmasters/bin/answer.py?answer=40318
And http://www.sitemaps.org

Telling Google what not to index

You may wish to block from search engines…
o Private information
o Sections or pages “under construction”
Blocking options include…
o Robots.txt
o Meta tags

NOTE: Not to be used simultaneously to block the same set of pages.

Understanding accessibility

Accessibility is a critical component of web sites, enabling…
• Effective crawling by Googlebot
• Browsing and interacting on a mobile device
• Understanding of content by the sight-impaired

Accessibility and Googlebot

Googlebot is good at crawling text:
• HTML
• PDFs, docs, txts, etc

More challenging for Googlebot:
• Images and movies
• Dynamic and rich content: Flash, JavaScript, frames, or dynamically generated
URLs
Advice: View your site in a text-only browser:

Making your images more accessible

<img src=“googlebot.jpg” alt=“googlebot with flowers”>
“Googlebot -- what a dreamboat. It's like he knows us <head>, <body>, and
soul.”

• Describe the important content of each image in text
• Use alt-text
• Descriptive file names

Dynamic & media rich content suggestions

Design for accessibility Design with progressive
o Focus on users enhancement
o Multiple browsers o Navigation in HTML, then add
 Mobile phone your rich content
 Screen readers o Example: YouTube

For best uses of Flash:
http://googlewebmastercentral.blogspot.com/2007/07/best-uses-of-flash.html

For best uses of Ajax:
http://googlewebmastercentral.blogspot.com/2007/11/spiders-view-of-web-20.html

Importance of titles and descriptions

HTML Code:
<title>Google Webmaster Central</title>

Duplicate content

What is duplicate content?
Example: article and printer version of the site

Best practices:
o 301s
o Preferred domain feature
o Robots.txt file

For more helpful tips:
http://googlewebmastercentral.blogspot.com/2008/09/demystifying-duplicate-content-penalty.html

Ranking – Relevance and importance

Sites listings are prioritized algorithmically according to pages’…
• Relevance
o Matching the search to the page
o Taking into account geography
o In some cases, considering a user’s web history
• Importance
http://www.google.com/technology
http://www.google.com/history

Pigeons
(http://www.google.com/technology/pigeonrank.
html)

Understanding PageRank

Now just one of more than two hundred ranking components
Based more upon quality (rather than quantity) of incoming and natural links
o Buying or selling links to pass PageRank is against Google’s Webmaster Guidelines
Best methods to increase PageRank:
o Create great content
o Participate thoughtfully in relevant communities online and offline

Fluctuations in PageRank and ranking

Rankings fluctuate!
(Hundreds of ranking signals, with over 450 updated last year alone)

o Algorithmic updates
o Changes in your site’s contents
o Changes in other sites’ contents
o Violation of Google Webmaster Guidelines

Keeping your site strong: Webmaster Guidelines

• Put yourself in your users’ shoes
• Treat Googlebot the same way as your human users (don’t cloak!)
• Make sure outgoing links point to relevant resources that reflect well on you
• Read our Webmaster Guidelines:

Google’s resources for webmasters
Google’s official blog, help center, discussion group, and beyond

Webmaster Central

• Tools
• Submit your content to Google
• Blog
• Help Center Documentation
• Discussion Group

Webmaster Central aims to provide relevant resources and tools to help
webmasters get the best experience with Google.
http://www.google.com/webmasters

Webmaster Tools – An insider’s view of your site

Google Webmaster Tools provides you a free and easy way to make your site
more Google-friendly. Using this tool, you and other site owners can:

• Get Google’s view of your
website and diagnose
potential problems

• See how your site is
performing

• Add a Sitemap

Webmaster Tools – Helping Google help you

• Communicate with Google
• Adjust crawl rates
• Delete outdated sitelinks
• Report spam and paid links
• File a reconsideration request

Webmaster Tools – Discover more

Learn how to use Webmaster Tools more in depth:
http://www.google.com/webmasters/edu/quickstartguide/index.html

Google Webmaster Central Blog

• The Google Webmaster Central Blog
• Official Google communications directed at
Webmasters
o Announcements
o New Features
o Information on indexing, ranking, guidelines
English: http://googlewebmastercentral.blogspot.com/
German: http://googlewebmastercentral-de.blogspot.com/
Chinese: http://www.googlechinawebmaster.com/

Google Webmaster Help Center

• Hundreds of articles in more than two dozen languages
• Getting started guides, tips, guidelines, and more

Google Webmaster Help Group

• The Webmaster Help Group can be
reached via the link in Webmaster
Central
• Experienced webmasters and
Googlers answer your questions.

16 languages supported as of July 2008:
English, French, Italian, German, Spanish, Portuguese, Polish, Dutch, Swedish,
Finnish, Danish, Russian, Hebrew, Hungarian, Turkish, and Chinese

Google Webmaster Central

www.google.com/webmasters

Other useful tools and resources

Google offers many tools and products that can help you better
understand your site and enhance your users’ experiences.
o Create and share compelling content
o Gain a deeper understanding of your site’s visitors
o Get insight into your competitors and competitive space

Creating and sharing compelling content

Deeper understanding of your site’s visitors

Google Analytics
http://www.google.com/analytics/ Discover where
your visitors come from
o Learn how they interact with your site
Website Optimizer
http://www.google.com/websiteoptimizer/
o Test different combinations of site content
o Increase visitor conversion rates and
satisfaction

Research and keep track of your market

Trends – http://www.google.com/trends
Reader – http://www.google.com/reader
Alerts – http://www.google.com/alerts

http://www.google.com/options

CATOLICO LUCHADOR - Tutorial: Google for Webmasters

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