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Optimizing the Googleability of Your Content:

Optimizing the Googleability of Your Content Joe Welinske joewe@writersua.com @WritersUA

Sponsored by Adobe:

Sponsored by Adobe 2 There are no unreachable goals. Only underpowered tools. Are you using the right tool for technical writing? Adobe FrameMaker 11 Find out: www.douwriteright.com

Embracing the beast:

Embracing the beast Get all of your content on a public-facing server. Learn about Google Search. Learn about search engine optimization. Exploit other search engines. Create a custom Google Search. How this applies to personal visibility *

Getting content on the public web:

Getting content on the public web Good to go Web sites (HTML, CSS, JavaScript) Web-based Help or Lessons (?? frames) Hybrid formats (XHTML) PDFs (?? some problems) Problems Microsoft CHMs, HLPs Apple Help, Oracle Help, JavaHelp Flash, eLearning (text yes, images no) Almost any proprietary mark-up

Ex. “print a google calendar”:

Ex. “print a google calendar”   

Ex. “print a google calendar”:

Ex. “print a google calendar”

Ex. “print an ical calendar”:

Ex. “print an ical calendar” 

Ex. “print an ical calendar”:

Ex. “print an ical calendar”

Ex. “print a calendar in outlook”:

Ex. “print a calendar in outlook”  

Ex. “print a calendar in outlook”:

Ex. “print a calendar in outlook”

Ex. “print a calendar in outlook”:

Ex. “print a calendar in outlook”

Ex. “print a calendar in outlook”:

Ex. “print a calendar in outlook”

Mirror content:

Mirror content Periodic conversions Maybe “almost the same” is good enough Single-sourcing to multiple output formats Requires regular FTP management Content management system is helpful DITA framework? Migrate to web-based standards for all content You can still have both local and server-based content.

Security issues and questions:

Security issues and questions Content behind a firewall Privileged content requiring login Realize that your users are using Google anyway. What are they finding? What really needs to be secure? Does it all need to be secure? Develop your own Google examples to show to decision-makers.

Dealing with loss of context:

Dealing with loss of context Use a conditional text authoring tool to generate a separate version. Provide navigation elements on all pages. Add branding information. Include update date and version info.

How does Google Search work?:

How does Google Search work? Indexes the web with brute force and smart algorithms. Secret sauce for ranking content Search query is matched against the index. Results are returned according to priority.

High ranking:

High ranking Fresh content, real content Nomenclature Links to your content Webmaster guidelines http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769 http://www.vaughns-1-pagers.com/internet/google-ranking-factors.htm Google ads? *

Search engine optimization:

Robot.txt Sitemap.xml Registering your site Google.com Metadata Community building Test and rework See supplemental handout Robot.txt Sitemap.xml Registering your site Google.com Metadata Community building Test and rework See supplemental handout Search engine optimization * * Wordpress support

Metadata:

Metadata Title Meta Description Meta Keywords Yours and those of others http://freekeywords.wordtracker.com/index.html Content blocks *

SEO Guidelines:

SEO Guidelines Proper Title Tags Well-constructed title tags contain the main keyword for the page, followed by a brief description of the page content. It will be less than 65 characters and avoid using stop words such as: a, if, the, then, and, an, to, etc. Your title tag should also be limited to the use of alphanumeric characters, hyphens, and commas. Proper Description Tags Good description tags contain information about the page's content and persuade search engine users to visit your web site. They should be between 25 and 35 words in length. Proper Keywords Tags Your keywords meta tag should contain between 5-10 keywords or keyword phrases that are also found in page content. Proper Heading Tags Each page of your site should use at least the H1 heading tag for the search engines that examine it when crawling your site. Page Content Pages should have between 300 and 700 words of descriptive content that contains the keywords specified for the page. Proper Navigation Each page of your site should contain links to every other page so search engine spiders can find every page. This is a critical step for the proper indexing and page rank distribution of your site. Proper Sitemap It's important to use two site maps for your website--an XML version and a static version. The XML version can be created with Search Engine Visibility's site map tool. The static version should sit on a static HTML page and contain links to every other page. Controlled Crawling It's important that search engine spiders find your robots.txt file that guides spiders to pages and directories you want crawled and denies entry to protected areas of your site. Duplicate Content/Tags Because search engines treat web sites as a grouping of pages and not a single entity, each page on your site should be unique so that the tags and content differ between each page. Doing so increases the number of pages that will rank. Word Density Pages should contain 300 to 700 words of unique and descriptive content. A page's meta tag keywords should also be those that occur most frequently on the page. *

Other search engines:

Other search engines Yahoo Bing Alexa Yahoo Directory Open Directory Project 700+ niche, regional, manual searchenginewatch.com Each engine has a separate registration procedure.

Link testing:

Link testing Report generation Site analysis Submit links to relevant sites. Give links to users via email. Site analysis also points to hotspots. *

Community building:

Community building Facebook fan page You Tube videos Linkedin group *

Extensions / Community benefits:

Extensions / Community benefits Tweets Feeds Re-posts Links Aggregators Translated content *

Create a “Google Custom Search”:

Create a “Google Custom Search” Register your site. Add code to your site for query box. *

Don’t forget to consider mobile:

Don’t forget to consider mobile "The mobile device will be the primary connection tool to the internet for most people in the world in 2020." – Pew Research

PowerPoint Presentation:

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