# Presentation: 648669

## Digital

- DNA

## How to improve your “Findability Quotient”

- Seven Combinations To Being Found

**Notes:**
We need all of these seven “combinations” to work well for search engine indexability. 

## Who is the Search Leader?

| Rank | Provider | Searches | Share  |
| --- | --- | --- | --- |
| 1 | Google Search | 4,199,495,000 | 53.6% |
| 2 | Yahoo Search | 1,561,903,000 | 19.9% |
| 3 | MSN/Windows Live Search | 1,011,398,000 | 12.9% |
| 4 | AOL Search | 435,088,000 | 5.6% |
| 5 | Ask.com Search | 136,853,000 | 1.7% |
| 6 | My Web Search | 71,724,000 | 0.9% |
| 7 | BellSouth Search | 37,762,000 | 0.5% |
| 8 | Comcast Search | 34,699,000 | 0.4% |
| 9 | My Way Search | 32,483,000 | 0.4% |
| 10 | SBC Yellow Pages Search | 31,912,000 | 0.4% |

**NEW YORK– September 19, 2007 **– Nielsen//NetRatings reports **August 2007** data for the Top U.S. Search Providers.

*Source: Nielsen//NetRatings MegaView Search*

- WOW!

- Don’t ignore
- these “little” guys.

**Notes:**
Search is going into orbit.

Even though Google is the “top dog”, you still must pay attention to Yahoo, MSN/Live, AOL, Ask.com and the others. Focusing 100% of your efforts on Google and ignoring the “other” search engines is not an option.

## Seven Combinations to Being Found

- Content
- Keywords
- Titles
- Meta Tags
- Alternative Text
- Headings
- Links

**Notes:**
In order for you site to be found well, you have to pay attention to ALL of the items in this slide. It’s like a Combination lock. You can’t open the lock completely unless ALL of the combination numbers are found. 

This is the same with Findability. Simply concentrating on Descriptive Titles and not paying attention to the rest of the “combination” will only get you so far...

MAXAMINE gives you a view of ALL of the combinations.

## Meaningful Content

- Correctly spelled words
- Frequent updates
- Brief Paragraphs
- Bulleted and numbered lists
- Text contains numerous terms related to the keywords, as well as stem variations of the keywords

- And...

**Notes:**
Content is very important. The web pages actually at the top of Google have one thing clearly in common: good writing. 

Good content includes:
Correctly spelled words and good grammar
 Frequent updates – every two weeks.
 Brief Paragraphs – 1-4 sentences
 Include bulleted and numbered lists.
 Contextual relevance: Text contains numerous terms related to the keywords, as well as stem variations of the keywords.

## Descriptive Titles are Essential

*"Most search engines place much more weight on the page title tag**  text than any other on page element.“         *Aaron Matthew Wall,  SEO Book 2007

- “welcome” in Page Title

- 30,400,000!

- According to Google, 30,400,000 pages were found to have the word “welcome” in their titles.
- When is the last time you typed “welcome” as part of a search?
- Not very Descriptive:
- “Welcome to Joe’s Website!”

**Notes:**
Non descriptive words in a title are wasteful. 

By using the Google “allintitle” command you can locate the number of titles that contain specific keywords.
For example:
allintitle:welcome

As of September 2007:

44,400 pages that contain the words “title goes here” are indexed in Google.
211,00 pages contain a government (.gov) URL in the title. Note that this includes foreign government pages indexed in Google as well as USA.
1,440,000 pages contain a commercial URL (.com) in the title (wasteful, unless your business name is www.name.com).
An amazing 30,400,000 pages that are indexed in Google contain the word “welcome” in the title. When was the last time you searched using “welcome” as one of your search words? This is something that is leftover from the beginning of the web. “Welcome” is used to be inviting, however it is not a very strong search word for people to find your web site.

According to Danny Sullivan, considered by most to be THE guru of search, the title tag is “one of the most important factors in how a search engine may decide to rank your web page.”
The real key is in getting those titles as descriptive as possible, using your keywords and phrases.

## Descriptive Title Example

- Much Better:

- Joe’s Steak and Seafood Casual Restaurant in Portland

**Notes:**
These people are happy because they can find your web site!

This title alone tells you:
The restaurant is named: Joe’s.
It offers a Casual atmosphere.
They serve Steak and Seafood.
The location is Portland.
It is a Restaurant.

Possible Searches:
steak restaurant in Portland
Joe’s restaurant
Seafood restaurant in Portland
Joe’s casual Portland
Portland steak restaurant
Etc...

## Search: Apple

This?

This?

Or this?

- This?
- This?
- Or this?

**Search: ****Washington****Gala Apple**
- Yes, This!

- Pick Your Keywords Wisely

**Notes:**
Always use keyword phrases consisting of two or more words- the more descriptive the better.

A single word can so often have multiple meanings, as we see here.  If you search for “apple” the search engine does not know if you are talking about fruit or a computer.  

## Keywords Displayed in Search Listing

- Keywords Displayed in Search Listing

**Notes:**
Going back to our apple example, when we do a simple search for Washington Gala Apples, over 380 thousand results are returned. It is interesting to note that the site in position number one has a longer title – “Fruit From Washington – Gala Apples”.  Why did they end up in position 1 and not the site below them? 

Notice That:
Keywords are in the Title
Keywords are in the Content (which, in Google, includes the Meta Description Tag)
Keywords are in the URL/Filename

Every Title should be Unique!

For those of you who are already Maxamine customers, review the information found in the Title Integrity report in the Search Engine Optimization group.  This will tell you what titles you are using, how many pages share those titles, and what pages have no titles.   Your target pages should have the best, most descriptive titles, and its best if they are unique and not shared by any other pages. A well-written title should be somewhere between 15 and 80 characters long.

## When Meta Tags Matter

|             Uses

Meta Robots
Meta Description
Meta Googlebot (new unavailable_after tag)  |           Ignores

Meta Keywords 
Meta Everything Else
 |
| --- | --- |

**Notes:**
Meta Robots: This tag enjoys full support, but you only need it if you DO NOT want your pages indexed. 

Meta Description: This tag is still widely supported, and it is well worth using. The description tag is what you see in the search results.  The description tag should contain your keywords and should be somewhere between 55 and 255 characters.

The Googlebot unavailable_after tag is usually placed on pages which have a time limitation such as promotional events that have an ending date.
<META NAME="GOOGLEBOT" CONTENT="unavailable_after: 25-Aug-2007 15:00:00 EST"> 

The Googlebot tag also tells Googlebot what pages on your web site to index and crawl thru.

Meta Keywords: This tag is not supported by Google, but is supported by Yahoo and Ask.com. 

Meta Everything Else: Any other meta tag you see is ignored by the major crawlers, though they may be used by specialized search engines.

## When Meta Tags Matter

|             
                   Uses

Meta Robots
Meta Description
Meta Keywords
 | 
                Uses

Meta Robots
Meta Description
Meta Keywords |
| --- | --- |

## Alternative Text 

- What Search Engines See without Alt Text

- What You May See

- Dale Chihuly handblown flower glass ceiling Bellagio Las Vegas

- What Search Engines See with Alt Text

**Notes:**
Alternative text is not readily visible to the page visitor, It is important though, for a couple of reasons. In addition to making the site more indexable by search engines, it also helps people with visual disabilities digest the site.
As an example, here is a beautiful picture of....something.....does anyone have a guess about what this is?

This is what you see.....

## Content Construction Matters

**<H1>Steak</H1>**
**<H2>Rare Medium</H2>**

- Headings Matter

**Notes:**
When formatting page copy, you can accomplish the same thing by using Font and bold tags as you can by using Heading tags.  But the search engines do not see them as the same at all.  To optimize for indexability, always used Heading tags for headings (H1, H2, H3, etc), and be sure to include relevant keywords in the copy of the heading.

## So Far...

**Notes:**
Now that we’ve put it all together, let’s go visit the Fruit From Washington homepage.  

Good Desc

## Links in Your Site (in-Link)

**Notes:**
Make sure your Link Text reflects the keywords that the page is linking to. 

The days of “click here” or “click for more info” are gone....

Also, Inebriates links – don’t link to strange content, it will affect your Google Page Ranking.

Search engines that spider – Google, Yahoo, MSN, all the majors – look at the pages in a site that are the most linked.  The search engine will rank the pages with the most links higher than pages with fewer links.  To ensure good indexability, verify that your pages that are the most well linked are your target pages that you plan to optimize.

For those of you who are already Maxamine customers, review your Key Pages report. You will be able to see the pages with the most in and out links, the most in links and the most out links. 

## Links to Your Site

**Quality**
- Before
**Quantity**

**Notes:**
You want professional sites, with in your area linking to you. You do not want links that have nothing do with your expertise. 

## How Do I Find Out More?

- MAXAMINE, Inc. Sales
- www.maxamine.com
- 1-888-313-8558

## Digital

- DNA

## Searching is Important. Finding is Better.

- 93% of consumers worldwide use search engines to find and access websites.*Source: Forrester Research*
- 57% of internet users search the web every day and 46% of those searches are for product information or services.*Source: SRI*
- Attracting a loyal audience to your website is best achieved through top search engine listings.*Source: Forrester Research Media Field Study*
- 85% of qualified Internet traffic is driven through search engines, however 75% of search engine users never scroll past the first page of results.*Source: Seventh WWW User Survey - Georgia Institute of Technology*
- Users looking for products on-line are far more likely to type the product name into a search engine (28%) rather than go into an engine's "shopping" channel (5%) or click on banner ads (4%)*Source: Jupiter Media Metrix and NPD*

## Search & Portals Customer Satisfaction

*ForeSee Results, www.ForeSeeResults.com, 2007*

- FindMAX increases your website search indexability, improving your customers satisfaction.

## FindMAX Development Partners

|  | 
ecommerce enhancements |
| --- | --- |
|  | 
organic & internal |
|  | 
organic |
|  | 
internal |

## Additional Analytical Views

- Document Properties
- PDF’s
- Word
- PowerPoint
- HTML Structure
- Missing H1’s
- Low Body Content
- Skipping Levels
- Key Pages
- Most Linked In
- Most Linked Out
- Largest Images
- Largest Web Pages
- Many more...

- In-Link Text
- Meta Keyword Comparison
- Title, H1,
- Meta Data
- Compliance
- Coverage
- Duplicate Tags
- Duplicate Keywords
- Missing ALT Text

## Targeted Keyword Comparison

- Targeted Keyword Comparison

- User defined directory
- or regular expression

- User defined keyword(s)

## Search Engine Coverage (Internal)

## Pick Your Content

**Notes:**

Websites typically have many sections, each with its own purpose and topic.  
The objective is to prioritize and select the most important pages of each of your sections, or those you most want to draw people to.  

Your homepage is always a must.   5% of your pages will attract 95% of your traffic from a search engine.  So, select those pages that you most want to act as your gateways into the site.

For our customers in the audience, use the Key Pages Report to identify your most well-linked pages.  This will serve as a starting place for selecting the pages you plan to optimize.  We’ll call these your target pages.