MIS 314 Professor Sandvig Overview Why Design for Search Engines What users want from a search engine Google Market share How Google Works PageRank Search Engine spamming Design features to Avoid ID: 129885
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Slide1
Designing for Search Engines
MIS 314
Professor SandvigSlide2
Overview
Why Design for Search Engines
What users want from a search engine
GoogleMarket shareHow Google WorksPageRankSearch Engine spammingDesign features to AvoidSlide3
Why Design for Search Engines
E-commerce
Traffic = Sales = $$$
Free!!! Can purchase AdWordsEffective DesignOrganic search resultsBest to be in top 10Few users look past first page of results Slide4
World Market Share
Feb. 2019: Google at 93% (
statCounter
)Source: Fool.comSlide5
How Google Ranks Pages
Ranking combination of:
Relevance to query
Page authorityOther factorsMobile friendly design (for mobile results)SSL (https)Page speedOptimized imagesSlide6
How Google Works
1. Relevance
Page contains some or all of keywords
Number of times keywords usedMore is betterLocation of keywords in pagePage titleURLHeadings
Depth
Font size
etc.Slide7
RelavanceSlide8
How Google Works
2. Page Authority
Inbound links
Measure of a page’s “authority”Each incoming link adds authorityAmount added:Authority of linking page(s)Slide9
ImportanceSlide10
Page Authority
Google used to publish “PageRank”
Measure of authority
Too much focus by SEOStopped publishing in 2014Still key element of rankingSlide11
Page Authority
Several
alternatives to PageRank
Moz Domain Authority (MozBar plugin)Majestic’s Citation FlowTrust FlowSEMRushAll attempt to predict Google’s rankingSlide12
Moz Domain Authority
How works
Moz
barPA: page authority DA: domain authoritySlide13
3. Other Factors
Design for mobile
Increases ranking for mobile searches
Fresh contentOutbound links to authoritative pagesInternal linksKeyword in URLMany othersSlide14
How to Be Well Ranked
Keyword placement:
Prominent locations
Page title – very important!HeadingsNear topUse frequentlyKeywords in domain nameMeta tags?Slide15
How to Be Well Ranked
Selecting keywords
Need to be relevant to site
Try to use specific and/or unusual phrasesModel names, numbers, ISBN, etc.Maximize AuthorityDevelop incoming linksSlide16
How to Be Well Ranked
Human sacrificeSlide17
Black Hat SEO
Trying to “trick” search engine for higher page rank
Many techniques
Gateway pagesCopied contentAuto-redirectsHidden linksGoogle’s Webmaster Guidelines
Risk
Search engines will ban site from index
Difficult to get back in
Google
Punishes JC Penny for Gaming SearchSlide18
Google Bombing
Tricking Google’s index
Example (Sept. 2006):
miserable failureHow: couple dozen peopleLinks on web pageDistinctive phrase: “miserable failure”SRC: official Bush bio.Slide19
Additional Information
SearchEngineWatch.com
Surveys, statistics, tips
WebmasterWorld.comSearch NewsGoogle’s Webmaster AcademySlide20
Summary
Search engines want relevant content
Gain customers
Effective designsUse key words effectivelyDesign for mobileBuild AuthorityInbound links