Subject: Free Pint No.54 - Search engine promotion, architecture and law review
Free Pint
"Helping 27,000 people use the Web for their work"
http://www.freepint.co.uk/
ISSN 1460-7239 20th January 2000 No.54
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IN THIS ISSUE
EDITORIAL
TIPS AND TECHNIQUES
"Search Engine Promotion"
By William Hann
BOOKSHELF
"Law of the Supersearchers:
The Online Secrets of Top Legal Researchers"
Reviewed by Crystal Sharp
FEATURE ARTICLE
"Architecture: the science and art of finding it on the Web"
by Kaye Bagshaw and Dylan Evans
FREE PINT BAR SUMMARY
FREE PINT FORTHCOMING ARTICLES
CONTACT INFORMATION
ONLINE VERSION WITH ACTIVATED HYPERLINKS
http://www.freepint.co.uk/issues/200100.htm
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CONFERENCE - E-COMMERCE FOR THE SMALLER BUSINESS - 14th March 2000
E-commerce offers businesses a major opportunity to reduce costs and
reach new customers. But the surrounding hype makes it difficult to
judge the true benefits. This conference will clearly explain all
the technical, commercial and legal issues. Speakers include Gerry
McGovern, Martin White, Danny Sullivan, William Hann, & Sheila Webber.
Price: 200 pounds exc VAT (175 pounds before January 31st). Contact
Maureen Heath, British Library, t: 020 7412 7470, e: maureen.heath@bl.uk
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>>> ABOUT FREE PINT <<<
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EDITORIAL
We were delighted with the sheer amount of feedback we received after
our recent request for testimonials about Free Pint. As you know we
are currently talking to investors who will help us develop new
services for our community, and we want to let them know what our
members think. Your kind comments included:
* "It has a unique voice that comes from being close to actual
users of the Web"
* "I have found many fantastic internet sites that I now couldn't
imagine being without"
* "It is chock full of timely information and a fresh perspective"
* "To say what an excellent and invaluable service Free Pint is"
* "I subscribe to several similar publications in the
states but they don't hold a candle to your efforts."
Thank you to all those who emailed us. The quantity and generosity of
your comments will mean that the reader who wrote "Don't ever stop!"
has nothing to worry about.
We realise though that there are a number of new services you would
like to see. The first came online this week in the form of the
"Free Pint Industry News". This is a live newsfeed, with today's
stories in 200 categories, ranging from the Internet and other
industries, through to international news headlines and even sport.
This will really complement the variety of subject-specific topics
we have covered in the newsletter, and it is totally free. Hundreds
of new items are added throughout the day, so visit now to see
today's headlines:
http://www.freepint.co.uk/news
Today's edition of Free Pint covers some extremely popular topics.
After many requests from readers, we've written about how to promote
your Web site effectively to search engines. There is a fantastic
in-depth review of architecture resources on the Web, as well as
a book review continuing the legal theme from the last issue.
We round up with the latest happenings at the Free Pint Bar, and if
you haven't visited yet then you're really missing out on a great
resource. You can post your tricky research questions, and responses
are usually forthcoming almost immediately. You don't have to
register, it's easy to use and we're all very friendly. Why not pop
along today to .
If you enjoy this edition of Free Pint then please pass it on to
someone else, and if you have any feedback then please don't hesitate
to get in touch.
Kind regards,
William
William Hann BSc MIInfSc
Founder and Managing Editor, Free Pint
e: william@freepint.co.uk
w: http://www.freepint.co.uk/
t: +44 (0)1784 455435
f: +44 (0)1784 455436
Free Pint is a trademark of Free Pint Limited
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NOMINATE YOUR SITE IN THE NEW STATESMAN NEW MEDIA AWARDS 2000
The six awards seek out excellent examples of new media use in public
life. Judges include Jon Snow, Channel 4 news presenter and
Alex Allan, UK government E-envoy.
Nominate online at http://www.newstatesman.co.uk/newmedia until
June, 2000. Sponsors include Telewest Communications, Nortel
Networks, Oracle and BBC Parliament.
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>>> CONSIDERING ADVERTISING HERE AND ON THE WEB SITE? <<<
http://www.freepint.co.uk/advert.htm
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TIPS AND TECHNIQUES
"Search Engine Promotion"
By William Hann
Preamble
--------
Through my previous company we provided a search engine promotion
service. One day I received a telephone call from a client, a
Webmaster for a large corporation, who was virtually in tears. It
transpired that one of his colleagues had performed a search on the
Web for their company name and had not located it in the top ten
results. This person had then emailed the top boss complaining about
this "appalling lack of international visibility", and unbelievably
copied it to every member of the department and senior management.
This is a hot topic. There is always discussion about it at the Free
Pint Bar, and we still receive many letters each week asking us for
an article on how to promote your site to search engines. Therefore
I'm going to cover this wide-ranging and unscientific topic here.
I am going to cover how best to prepare your site, pitfalls to avoid,
how to actually submit, and offer some further reading. Please note
that I don't have room to talk about objectives settings, defining
your audience, and the many other (more effective?) ways of
advertising your site both online and offline.
Parlance
--------
When you perform a search in a search engine, you've probably
gathered that you're not actually searching the Web - you're
searching an index. This index is created by search engine "spiders"
or "bots" which crawl the Web looking for pages to index. When they
find a page, they index the words on it and follow links to more
pages, either on the same site or externally. Some engines index
all the words and pages, some only crawl to a certain depth.
When you've performed your search, the engine then has to decide in
what order to display the results. Although search engines are
reluctant to publish their proprietary algorithms for ranking
results, they are generally dependent on a handful of factors such
as: whether keywords appear near the top of a page, how close words
are to each other, and how often a word appears. Some engines even
work out how rare keywords are, or how popular a page is as measured
by how many other pages have a link to it (e.g. Excite).
Therefore, as long as a search engine is aware of your site (either
by crawling or by notification from you) and you use the right words
then you're going to come top of the results list. Simple. Er ...
Preparation
-----------
You've guessed it, it's not that simple. There are a number of things
you should do to ensure you have the best chance of being listed
favourably.
You firstly need to ensure that the pages on your site have all the
necessary HTML elements. These appear in the section, and the
most important is a descriptive title appearing in the tag.
Make sure this is keyword-rich and includes your company/organisation
name and what you do. Remember that this is what appears in the title
bar of the browser, as well as the description when someone bookmarks
the site.
Then there are the tags. Not all search engines index these
tags (such as Excite and Lycos), but most give some emphasis to them.
In the above tag you would replace the three dots with a list of
comma separated keywords which you believe people may search for to
locate your site. You can list up to a thousand characters, but be
careful not to repeat the same word too many times. This is known
as "spamming" and some engines will penalize you for doing this.
Infoseek for instance allows repetition of a word up to seven
times, after which the entire keyword list is disregarded.
The keywords won't be seen by searchers and so include common
spelling errors and word variants. For instance, my previous company
was called "Willco" but searchers often entered "Wilco" and so I
included this incorrect version as a keyword. Note also that you can
have different keywords on every page of your site. For instance, we
produce a new list of keywords for each edition of the Free Pint
newsletter in the Web site archive before promoting that specific
page to the engines.
This tag should contain a description of the site or page, with up to
two hundred characters. This will be used by some engines as the
summary in search results, and so make it readable and informative.
Also, ensure that you have a keyword-rich first paragraph on your
entry page. Some engines give prominence to words appearing near the
top of a page, and so if you only have a large graphic on your
homepage then it would be best to add some text around this.
If you find a site is being listed above yours in a search engine
then analyse their keywords and description by viewing the HTML
source. In Internet Explorer 5 choose "View, Source" and in
Netscape 4 choose "View, Page Source".
Pitfalls
--------
If you have a "gateway page" (also known as "doorways" or "bridge
pages") which redirects visitors automatically to another page then
beware that a number of search engines no longer index pages with
fast refresh times. Heed the advice from the W3C: "Authors should not
use this technique to forward users to different pages, as this takes
the page inaccessible to some users. Instead, automatic page
forwarding should be done using server-side redirects."
Some search engines (again including Excite and Lycos) can't
understand client-side image maps. These are processed in the browser
and use the