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Search Engines
Search Engine Optimization
Search Interfaces
The openness of the Web changes everything
- Access
- Technological progress
- Expectation
Designing search for USERS
• Web Searching Metaphors
- Are we there yet?
- Is everything the same design?
• How do people visualize the Web?
• Is Browsing better?
• Do we need new metaphors for using the
Web?
- Searching
- Browsing
- What else?
How is IA for search different?
• Links are the difference that makes the
difference
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Internal links on a page
Internal links on a site
Relationships between sites
Link freshness
• Popularity is very different for types of users
• Kleinberg’s HITS method (1998)
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Hypertext Induced Topic Search
Number of pages that point to (processed) query
Authorities (relevant content by links)
Hubs (links to varied authorities)
Problems with PageRank for SEO
• Are more links always better?
• What about pages without many outgoing
links?
• How do you count multiple links from within
one page to another?
• Do automatically generated sites/pages have
an advantage?
- CMS systems may have linking “fingerprints”
- Metadata
• How varied are the link weights?
- Simple counts
- Modified by other IR measures
Popularity?
• Do you always want the most popular
information source?
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Talk Radio
New York Times Bestseller List
“Lincoln’s Doctors Dog”
“The C.S.I. Diet and Cookbook”
• Trend or Fad?
• Blogs, Editorials and Propaganda vs.
“Facts”?
• Result Diversity
• Death of the Mid-List
Search Engine Optimization
• Found by spiders and submissions
- More links to and from site
- Registration on major directories
- Links to and from major directories
• Real Contact information Helps prove validity
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META tag
Header and footer of home page
About Us or Contact Us pages
Location/Map page
Good Design is SEO
• Basic interface
• Well-structured links
- Comprehensive Site Navigation
- Updated and accurate links
• Easy to find (via the Web or on the site itself)
• Clear labels
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TITLEs
Headings
Term consistency
Link consistency
• Small sizes to download quickly
Let’s look at some good pages
• How well designed are these pages for SEO?
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UT
iSchool Main page
My home page
Who else?
• Why do blogs have good SEO rankings?
- www.boingboing.net
- Engadget.com
• How do they use CSS, Metatags & XHTML?
Web Search Tests
• Perform searches with targeted keywords
• Compare and contrast top results with your potential
site
- Similar terms
- Links (external and internal)
- Popularity (sites that link to the site)
• Use Data to
- Build a keyword list
- Build an introductory text
• Blurbs
• Description (2 sentences max)
• Any page found via a Web search engine should have
search for the site itself
• Regularly monitor Search with your terms
Internal Search
• Robots.txt
• Log and analyze search results
Measure success and failure
Tune for click-through productivity
Keep list of terms
Match terms to pages
• Add terms
• Script terms to certain pages
- Provide list (links) of most recent search terms
- Provide list (links) of most popular search terms
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Page Design
• Use CSS
- <style type=“text/css”>
- Keep content in pages, not CSS templates
• Put JavaScript, etc. in external files
- <script language=“JavaScript” src=“scripts/myscript.js”
type=“text/javascript”>
</script>
- <noscript> tag too for alternate content
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Continually verify external links
ALT tags & Accessibility Compliance
Index link on Splash page (if needed)
Exact consistency on internal links (ending “/”s)
<noframes>
Redirects <META HTTP-EQUIV=“refresh” content=“0”;
URL=http://www.newsite.com/index.html>
Search and MIME types
• Flash now supports internal text
• PDF files
- Add comments and authorship info
- Modify existing PDFs
• Check Document PropertiesFonts with fonts shows that
PDF can be indexed (not a group a graphics files)
- Provide text abstract or summary of PDF
• PPT, use text if possible
• Java interfaces prove difficult
• Dynamic pages should have key(word) static
elements
• FORMs not always completely indexed
Track your Tracking
• Keep list of sites submitted to
- When, Who, Email address, exact URL submitted
- Suggested categories, Current site description
- Terms and Conditions
• Keep list of “goal” keywords
• Keep list of sites you check keywords
- Keywords
- Dates
- Successes/Failures
How can we re-design for SEO?
• Good, consistent metatags
- Mostly Dublin Core
- Alternative search words & phrases
• Good page naming conventions
• External information in CSS, Javascript (&
PHP)
• Labels for links
- Navigation
- Anchor / link text on pages
Analytics & SEO
• Analytics (on Web server access logs) give us
another type of insight into use
• Learn about how the Web site is actually used
• Learn about how ads get people to your Web
site
- And what they do once they’re there
- Or what they’re missing once they’re there
• Searching for your site, then searching within
your site?
- SEO - SEM - SEC?
Search Analytics
• for making site search better
• Search is another way to get around a site
• Just like the WWW, give non-sequential access to
anyone (with the right keyword)
• You can control what people find when they search on
your site
- Understanding users
- Featuring content
- Best bet - “what you really meant to search for was…”
• Map specific terms to certain pages
- “admissions” to www.ischool.utexas.edu/admissions/
• Look at REFERs to see how people got to your site
- Do you have good query support for those same referring
keywords?
SA for your site, cont.
• Change is good
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As the site evolves
Topics are added
Seasons change
User sophistication with the content
(understanding)
Querying your Queries
• What are the most common queries?
- What do they have in common with other popular
ones?
- Number of query terms?
- Matches to referring queries?
• What’s the avg number of results for queries?
• Common queries
• Rare queries
• Complex queries?
• What’s the clickthrough rate on queries?
(clickthrough = users clicked on a result)
- Popular queries always = higher clickthrough?
How can you help SA?
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Better search engine
Better searc box (features)
Searching help
Modifying search results intefaces
Provide FAQs, indexes (A-Z), site maps
• Often in the context of a search page
• As part of the results page
• Keep up with the latest ideas:
- http://www.rosenfeldmedia.com/books/searchanaly
tics/
From SA to Ads
• Google does both, of course
- How do you think they’re related?
• AdSense
- Contextual links on Web pages
• AdWords
- Sponsored links on Google.com
• Both charge or pay when clicked
- Google is experimenting with cost-per-action
• (you don’t pay if they don’t buy)
Using Adsense
• Know your content
- Is it something that there will be ads for?
- How would your audience take ads?
• Sign up
• Configure your setup
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Ads or links
Layout (designs)
Alternate ads?
Set up tracking with channels
Add in the adsense code
Evaluate & test appearance
• Check results & monitor performance
• Google has lots of help available
Site advertising
Issues with SEO & SEM
• How do you see this changing over time?
- More routine?
- Advances in targeting users?
• Site tuning for SEO
- For ads
- For better use on the site
• How does privacy fit in?
• What about ethics of advertising?