Search Engine Know-How:

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Search Engine Know-How

• How To Optimize Your
• Content,
• Navigation Pages,
• Documents
• For Search Engines

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Introduction

• Content Pages
• Navigation Pages
• PDF Files
• Appear in appropriate format
• Appear at appropriate time/place

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What is Searched

• Title
• Description
• Keywords
• Alt Tags
• Links
• Body text

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• In order to make sure everything is optimized
  properly, we need to look at different kinds of
  pages and content. We will be looking at
• HTML Type Content
• Navigation or Page Layout pages
• PDF files

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HTML Content
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HTML Content Meta Tags

• Title Field
• Description Field
• Keywords Field

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HTML Content Body Field

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HTML Content Alt Tags on Images
When adding image as an asset to the database
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HTML Content Alt Tags on Images

• In WebEdit ProInclude the Alt Tag by using the
  Title field.
• It turns into the Alt Tag.

When using another HTML generator, make certain
the Alt Tag is included
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HTML Content Link Text of Links
Make your link text meaningful and you will get
more search engine hits. At the same time you
will be ADA Compliant.
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Navigation or Page Layout Pages
-Text on the page body text-Links on the page
link text -Category descriptions description
fields
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Navigation or Page Layout PagesCategory
Descriptions
Three categories involved
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Navigation or Page Layout PagesCategory
Descriptions
Navigation Category (left nav)This description
tells the customer what the category is about.
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Navigation or Page Layout PagesCategory
Descriptions
Component Category (Intro or Top Box)This
description is only for internal purposes.
Changing the description will help the page
ranking in the search engine.
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Navigation or Page Layout PagesCategory
Descriptions
Component Category (Content) This description
is only for internal purposes. Changing the
description will help the page ranking in the
search engine.
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Navigation or Page Layout PagesLink Text
Title Field This becomes the link text for HTML
content type
Link Text Field This becomes the link text for
Link content type
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PDF Files In Acrobat
You can compose the Title, Description and
Keywords by opening the Document Properties.
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PDF Files In Acrobat
Go to Additional Metadata - you will see the
actual Metadata fields.
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PDF Files In Acrobat
Enter the desired information in the metadata
Title, Author Keywords fields. This is what
displays in the Search Results. Note When you
convert a Word doc to PDF, it automatically fills
in the Document Title with the phrase Microsoft
Word - and the initial text of the document. You
should edit or change the Document Title.
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PDF Files In Acrobat
After you complete the Metadata, you will see
that it is in the fields on the Description Tab
on the main screen. You can simply complete the
fields on this screen.
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PDF Files In Word Prior to Conversion to PDF
You can complete the Metadata information in
Word, prior to converting the document to PDF and
the information will be carried over to PDF for
you.
Access the Document Properties Screen
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PDF Files In Word Prior to Conversion to PDF
Complete the Title, Subject and Keywords fields.
Keywords or phrases need to be placed in quotes.
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PDF Files In Word Prior to Conversion to PDF
Results in PDF file after conversion.
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PDF Files In Excel Prior to Conversion to PDF
The same thing applies to Excel documents.
Open the Document Properties.
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PDF Files In Excel Prior to Conversion to PDF
Complete the Title, Subject and Keyword fields.
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PDF Files In Excel Prior to Conversion to PDF
After conversion to PDF, the appropriate fields
will be completed.
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What Shows Up In Search ResultsMichigan.gov
Search Engine

• HTML Example
• The title field of the first result
• The description field of the first result

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What Shows Up In Search ResultsMichigan.gov
Search Engine

• The first HTML result

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What Shows Up In Search ResultsMichigan.gov
Search Engine

• PDF Example Note the title that is coming from
  the title field in the PDF Document
  Properties.Since no other metadata is filled in,
  the description is coming from the body of the
  PDF file.

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Google Example
Search on the words Jingle Ball and Michigan -
The results are returned with the Page title and
the first phrase in the body that shows the
search words in close proximity.
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Google Example
First Result (Navigation page)
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Yahoo Example
Search on the words Jingle Ball and Michigan -
The results are returned with the Page title and
the first phrase in the body that shows the
search words in close proximity.
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Yahoo Example
The second search result (the first result is no
longer available)
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Key Factors to Remember

• ALL elements must be considered
• HTML content
• Link text
• Category descriptions
• Alt Text
• PDF attributes
• When preparing documents for conversion to PDF
  you should create meta-data ahead of time
• File gt Properties

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Questions?