Copyright 2002 by Richard Seltzer
Originally published by Wiley. The rights have reverted to the author
Please post your reactions/comments/suggestions at Blogging about Books
http://www.samizdat.com/blog/?cat=10
Required assignments:
• download and try WebTrends
• try host: and link: searches at AltaVista
But don't forget the benefits of building a reputation, establishing and cementing contacts that could prove valuable later. For instance, about once every two weeks, I'm contacted by some reporter who wants to interview me as part of an article, because they found related material at my site.
Also, not all "wins" are represented in cash, and some of your best are likely to be totally unexpected -- not at all what you were targeting. For instance, I translated two books by a Russian officer (Alexander Bulatovich) about his experiences in Ethiopia around 1900 (from the Russian). I was unable to sell the translation to book publishers. Publishers all said that there was no market for anything about Ethiopia, regardless of its merit. I then posted the full text of both books at my Web site. I got interesting email from people all over the world (including a grad student in Poland, who based her doctoral dissertation on my texts). Then I got a postal letter from Professor Pankhurst in Addis Ababa, the world's expert on that period of Ethiopian history. Someone found my translation on the Web, printed the whole thing out, and gave it to him. He said that this book "must" be published. Shortly thereafter I got email from a professor in Bremen, Germany, who happened to be the great-grandson of the Emperor Menelik II (mentioned in the book), who was adamant that they must be published, and even offered to help the would-be publisher financially. With those two messages as ammunition, I went back to an editor who had previously rejected the manuscript, and he almost immediately accepted it. It was finally published last summer. As this is an "academic" book. I'm only paid in copies and reputation. But I consider this an extraordinary success, which was made possible by my Web site. In Chapter Twelve, we'll talk more about such bizarre occurrences, and what you can do to increase their likelihood.
The people you want to reach don't appreciate spam. At the very least, you some of your annoyed recipients will be very articulate about you and your site in on-line discussions. At the worst, a hacker could damage or bring down your Web site. The worst perpetrators of spam -- the casinos and porn sites -- mask who they are and how they operate with elaborate technical tricks. But, as a beginner in the online business world, you are very vulnerable to retaliation by those you anger.
They typically claim to deal with dozens if not hundreds of search engines and directories; and their guarantee isn't that you'll appear high on an important one, but rather on any one of them. Also, these services focus on "keywords", and, for a price, promise to set things up so that your pages will appear high in the results of at least one of the search engines they cover when people enter those keywords as queries. But search engines don't use "keywords", except for advertising sales. They index every word on every page. Searches for individual "keywords" typically yield hundreds of thousands, if not millions of matches -- most of which are useless. The most useful queries for searchers -- and for you -- are ones for rare words or unique phrases.
In addition, some search engine optimization services engage in tricks on your behalf (often without your knowing it). For instance, they might create "doorway" pages -- pages where the text has no real meaning, but that include your keywords in ways that could make your pages appear high on some search engine results lists. These doorway pages may have links to your site or may automatically redirect visitors to your site. But these pages don't reside at your site. Rather, they sit on the systems of the optimization firm. Hence, any traffic that goes there increases their popularity value, not yours. And the kinds of tricks they play for you could lead some search engines to ban all your pages.
Instead of paying a search engine optimization service or paying for sponsored positioning, and instead of reading up on all the latest ways to try to trick search engines, you should devote your energy to creating and posting more and more useful text. Text is what really fuels search engines.
Getting traffic on the Web is a random game, like rolling dice. You can try to load the dice by paying for advertising or paying for positioning at sites that allow that. Or you can roll more dice, which is what you do by adding more text content. You have a lot better chance of rolling a 6, if you are rolling dozens of dice than if you are rolling just one.
Beware, metatags themselves are nearly worthless, and focusing on them can lead you to miss the most important factor in being found -- the actual text content of your pages.
If the top of each of your page is strewn with graphic elements -- each of them associated with a word or phrase -- webcrawler will retrieve only the words, not the graphics, and those random words at the top of the page will wind up as the "description" of your page that appears in search engine results lists.
If you truly love that kind of graphic design or if you have some compelling reason why you don't want to clearly state what your page is about in the first couple lines of text, you can add a description Metatag to your page. If you are using the Internet Assistant for Word, as described above, click on File, then on HTML Document Information (or click on the icon that looks like the letter "i" on a sheet of paper), and then click on Advanced and on Meta. There you should enter <META name = "description" content="your text"> Just replace "your text" with the very words that you would like to appear in the results lists of search engines. Limit yourself to just a couple lines -- that's all the search engines will take.
With Word 2000, you will have to do this by hand. Open the document, click on View, then on HTML source. Then enter that same line on any line between <HEAD> and </HEAD> and after <TITLE> </TITLE>.
After you do that, resubmit your page to the search engines. Since AltaVista is the quickest at indexing new pages, check back there about five to seven days later to see how your entry now looks. Search for url: followed by the full address of the page in question, e.g., url:www.samizdat.com/report.html
If you don't like what you see and decide to make changes, be sure to submit your URL again, and then check again.
A description metatag will allow you to control the description that search engines serve up for your pages, as an alternative to the default, which is the first couple lines of text on the page. But for ranking purposes, the HTML title and the first couple lines of text still take precedence. So if your page is poorly designed (from a search engine perspective), with random words associated with graphics, your description metatag is not going to help your ranking. You would be better off with a page that had no metatags, and, instead, clearly stated what it was about in the HTML title and the first lines of text.
When writing the text of your pages, try to include words and phrases that people looking for your kind of information are likely to use as a query in search engines. If for some reason those words and phrases don't appear anywhere in the normal text, you can add a "keyword metatag" to each of your pages. You create such a tag the same way and put it in the same area of your page as a description Metatag. Here you enter <META name="keywords" content="your words one after the other without punctuation"> Once again, limit yourself to a couple of lines -- that's all the search engines will pay attention to.
The purpose of the "keyword" metatag is simply to allow you to add synonyms -- words that are appropriate for what's on your page, that describe what's there, but that do not actually appear on that page.
Many Webmasters and page designers think that by putting words in keyword metatags they are getting some advantage in the ranking or making up for the fact that their pages have very little text content -- just flashy effects. But, no, those words are worth little more than any other word in the main text of the page. There is nothing "key" about it. You have simply added a few more words to the page in a place that is not visible.
Why aren't metatags given precedence? Consider the opportunity for abuse/spamming. Some page designers and search optimization services have tried to use keyword metatags to trick search engines -- repeating the word or phrase that's most important to them over and over. In retaliation and to maintain the integrity of their indexes, search engines often penalize pages that try to abuse the keyword metatag with excessive repetition.
What matters most to search engine users is the actual content that is visible on Web pages, not the marketing-oriented notes that have been added in metatags. The most important elements for ranking are not metatags, but rather 1) the HTML title and 2) the first couple lines of text. Hence pages that clearly state what they are about in the HTML title and first couple lines of text are likely to get better treatment than those that rely on metatags. There is no need for you to learn how to create metatags. They serve as crutches for Web pages with designs that are ill-suited for search engines. If you build your pages right, you won't need them.
Fast and Google don't support metatags at all. Excite only supports
the description metatag, not key word metatags. Inktomi and AltaVista index
both kinds of metatags, but AltaVista gives them no value at all for ranking.
In other words, it's hardly worth the effort to write key word metatags.
You are much better off having lots of useful and interesting text.
Key-word position checkers
Similarly, you will be tempted by software that automatically checks all the major search engines to determine how your whole site or particular pages of your rank for particular queries. WebPostion Gold, TopDog, and AdWeb all perform such a service. Apparently, they do a very good job of this. But, unfortunately, they, too, are based on the premise that key words matter. Yes, you get very precise, up-to-date data. But it's the wrong data, leading you to emphasize the wrong kinds of activities in trying to improve your site.
Also, these automated position-checking programs are so popular that they get overused by people like you. Sometimes search engines get more queries from these programs automatically checking about position than they do from real searchers. That puts an enormous, useless load on the search engines, slowing responses for real queries, and forcing search engine companies to invest more to keep up with demand for usage. (At a recent search engine seminar, the representative from Google indicated that his company was considering banning such bots.)
Today you can get extraordinary detail from automated analysis of Web site logs. If you have a small site and use a Web hosting service, don't just rely on the free statistical program your host runs for you. The added information you could glean from a top-notch program might be worth the hundreds of dollars such a program will cost; or, at the very least, you can run such software for a free trial period and, during that time, learn about important trends and fix problems with your site.
I recently downloaded Log Analyzer 6.0 from WebTrends www.webtrends.com This software runs on your PC. You need over 100 megs of RAM, over 200 MHz processor speed, and lots of free disk space for good performance. You point the program to the raw logs at your hosting site. It automatically gets those files (by ftp) on a schedule that you set, and generates a detailed reports, covering all the factors that you select as important, complete with graphs to help you spot trends.
Go to www.samizdat.com/jan25/jan25.htm. [no longer online] There you will see stats for my site from one typical day in January 2001, analyzed and presented by WebTrends Log Analyzer.
Look at the "Technical" stats. WebTrends provides not just a list of errors (all the instances of visitors not getting the page they requested), but the referring page as well. Sometimes a visitor made a typo when entering a URL; but, far more often, the visitor clicked on a link that contained a typo. The "referring page" is the page where that typo appears. If it's a page at your own site, that's easy to fix. And if another Web site has a typo in a link to one of your pages, seeing where the error lies, you can send email to the webmaster, requesting that he or she fix it.
Under "General Statistics", check the traffic. Pay particular attention to "Page Views" (the number of Web pages seen) and "Sessions" (the number of times visitors came to your site, regardless of the number of pages they looked at). Here you only see the stats for a single day. But depending on how your hosting service has organized your raw logs, you may be able to see those stats week by week, and month by month, as well as day by day.
"Hits" tend to be misleading, because each element of your page design that loads separately constitutes a hit. That means that the more graphics you have on a page and the more complicated your pages are (i.e., the more difficult they are to load), the more hits you'll get, without that helping your business at all. A visit to a single page, regardless of how many pieces it is made up of, is a "page view". Each time a user comes to your site -- regardless of how many pages that person looks at -- constitutes a "session."
Click on "Resources Accessed". Here you see the traffic for individual pages broken out in a variety of ways. Here you can see which of your pages are best at bringing traffic to your site ("Entry Pages"), and which most frequently lead to a visitor going away ("Exit Pages").
Since this set of data is just for one day, the "Visitors" and "Demographics" information isn't particularly helpful. But if you had data for a week, a month, or even a year or more, it would be helpful to see how many of your visitors were newcomers, and among the repeat visitors, how many times they came back over that time.
The geographic information isn't particularly helpful, since it is based on the location of the visitor's ISP, rather than the visitor him/herself.
The "Activity Statistics" can give you a better feel for where your audience is. How does your traffic vary over the course of a day? If you are getting significant traffic after midnight your time, chances are good that you have a global audience. If you have data from a week or more, comparing week-day and weekend traffic should indicate whether your visitors typically access from work or from home.
Under "Activity Statistics", take a good look at "Length of Visit", and "Number of Views". I was quite happy with the number of page views and sessions I was getting. But then I saw that 994 out of 1115 visitors stayed for less than a minute and 895 only looked at a single page. Lots of visitors were finding my pages by search engines, but weren't satisfied with what they were seeing. On the other hand, 37 visitors stayed for more than 19 minutes, accounting for 183 page views -- those were quality visitors who loved what they found.
Under "Referrers" and "Key Words", you see where the traffic to your pages is coming from. The top referrers are likely to be search engines and directories, unless you are poorly represented there and depend instead on paid advertising.
Under "Top Referring Sites", note that Google and Google.Yahoo are on the top. Later under "Top Search Engines", google.yahoo is referred to as just Yahoo. Note that Google is the default search engine for queries at Yahoo that do not get matches from the Yahoo directory.
Overall, about half of my traffic came straight from search engines and directories.
Under "Top Search Engines", you see that of the traffic that came by way of search engines, 60% came from Google, either directly or indirectly through Yahoo. AltaVista accounted for about 10%. Then came MSN, Netscape, Lycos, Excite, AlltheWeb (AKA Fast), Northern Light, and HotBot. All the other search engines accounted for less than 1% each.
You can also see what people were looking for when they came to my site by way of search engines -- the full set of words that they entered in their queries. Most people typed in three or four words or even more -- all kinds of combinations that I would have never anticipated. You also see what people from different search engines were looking for -- indicating how well represented your site is in the various indexes. And you see lists of "key words" -- single words that happened to appear in queries (regardless of how complex the full query was). These "key words" tend to be relatively useless (the, of, computer, etc.)
People who enter single-word queries which are common words, like "network" or "education" or "sports" are likely to be clueless surfers, rather than people with a serious interest in what you have to offer. And, any case, they will never find you among the many millions of Web pages that mention those words. It's the unique multi-word searches that are worth most to you.
Under "Browsers & Platforms", check "Visiting Spiders." That's another term for web crawlers -- the robot programs that search engines use to gather information about content on the Web. There you see which search engines (if any) are checking your site and how frequently they return. If you have lots of pages, a crawler might, in a single session, look at all of them, inflating your page-view statistics for that day. If crawler traffic is significant, to monitor your progress over time, you should subtract the crawler numbers, so you are tracking only "real" visitors. On this particular day, there wasn't much crawler activity.
When you are familiar with your numbers and any trends they indicate, contact your counterparts at related non-competing sites (perhaps partners of yours) and learn what you can about their stats, to calibrate how you are doing. What might be great stats in one market niche could be terrible in another.
In addition, these stats show what browsers people are using to get to your site. (At mine, Microsoft's IE is outrunning Netscape and Netscape compatibles by a margin of 2 to 1). And you see what browser versions people are using. (At mine, over 85% of the IE folks are using version 5; and over 95% of the Netscape folks are using version 4, with less than 2% using a higher version of Netscape).
More important, you see which search engine crawlers have been visiting your site, and hence which indexes have current information about your pages, and how many hits and sessions these crawlers account for, so you can take that into account when judging how your overall traffic changes over time.
Perhaps your ISP already provides you with stats analyzed by this program or another equivalent one. If not, you, too, can go to WebTrends and download the trial version of their Log Analyzer software. You can use it for a couple weeks for free, and that should be time enough to show you how people really navigate to your site, and at the same time help you spot and fix miscellaneous mistakes you may have made in your links.
To get full value from this software (and to avoid jumping to inaccurate conclusions based on the stats), you need to be sure that the raw logs provided by your hosting service are complete. Ask your hosting service's support folks where they store the raw logs (you'll need that information anyway to point the statistical analysis program there). Then ask for advice on how you can read the raw logs for any given day. Entries typically appear one per line in chronological order. You'll want to check the time of the first entry and the time of the last entry for several days. Typically, the support folks who deal with traffic have little or no appreciation for how important accurate statistics are to people like you and me.
Soon after I moved to a new service (which I love for all the other
good things it does), I saw a drop off in my traffic, and also saw erratic
spikes, that had never appeared before. Two or three days a month, the
traffic would be higher than I was used to. And the rest of the time it
would be 20-50% less than normal. Naturally, this set off warning bells
in my head -- what was I doing wrong? and what could I do to fix it? But
when I took a look at the raw logs, it turned out that the high traffic
days were the only days that the logs had been run for 24 hours. On most
days, the logs were turned on, apparently randomly, between 9 AM and noon,
and then shut off at about midnight. It doesn't matter how good your traffic
analysis program is if you have incomplete and randomly irregular data
to start with.
Use AltaVista to monitor your progress and diagnose problems
The search engine AltaVista has some unique and powerful commands that can help you monitor your progress and spot problems that you can easily fix.
Go to www.altavista.com If you have your own domain name, like samizdat.com, enter the query host:yourdomainname.com e.g., host:samizdat.com
If you are still operating on free space at NBCi or elsewhere, enter
url:yourfullwebaddress e.g., url:members.nbci.com/rseltzer
In either case, the items in the results list are the pages from your Web site that are in the AltaVista index. If you see all your pages there, great. If not, make a note of which ones aren't included, and submit all the other pages to AltaVista, one at a time, (as described in Chapter Five).
Now, look again at that results list. Look at the words that are used for the hyperlink to your page. That's the HTML title. Do you see the same title appearing more than once? Or do you see some pages labeled "no title"? Some page designers pay little or no attention to HTML titles -- in part, because the page creation tools they use assign them automatically or ignore them. But from the perspective of search engines, the HTML title is the most important of a Web page -- both because that's what appears as the linked words in a results list and also because that's the most important factor determining the ranking of matching pages. If you followed the instructions in earlier chapters, you should be fine, with unique, clearly descriptive HTML titles for each and every one of your page. If you forgot to give titles to some of your pages or if you see the same title repeated several times (as frequently happens when you copy-and-paste to create new pages that have the same look as older pages), fix that now.
Next, look at description that appears with each item in the list. The default description is the first couple of lines of text on your page. Are your descriptions clear and useful? Also, if you decided to give your pages a common look, you might have made the mistake of repeating the same text at the top of each page. If you see problems of that kind, fix them now.
You'll see a list of Web pages that are not at your site that have links to pages at your site. Check those pages and learn what you can about the people and companies that have linked to you. These are your natural allies.
If your site is brand new, chances are that you see no results yet, and you'll be very interested in finding out if and when people do start linking to you. Go to www.peacefire.org/tracerlock. There, sign up for a free account and set up for their search engine monitoring service. Enter the AltaVista queries that you are interested in keeping track of (like the link: query discussed above), and they will send you email alerts when new results appear for those queries.
If and when sites have made links to you, if they are complementary to the purpose of your site, link back to them and email the Webmasters, letting them know that you have.
In any case, you should use search engines like AltaVista to find Web sites that have information related to yours -- information that you would like to link to as a convenience for your visitors. Put such links wherever it makes sense for you -- perhaps with different ones on different pages of yours, or perhaps putting a lot of them together on a recommended links page, with descriptions of what can be found on those pages. Then contact the webmasters of those sites, pointing them to the pages where you've linked to them, and ask them if they would please link back to you.
The more links to your pages the better, especially links from well-respected sites and sites that deal with related content. These links can drive additional traffic to your site and also (for some search engines, like AltaVista and Google) can raise the ranking for your pages (making them appear higher in search result lists).
If, eventually, you have many pages linking to yours, you are going
to want to know about all of them, even though that could be time-consuming.
In the main search area at AltaVista, you only see a maximum of 200 matches
(20 screens of 10 matches each). To see more than 200, use their Advanced
Search. There the syntax for this search is a little different:
link:yourdoman.com AND NOT host:yourdomain.com or
link:yourfullwebaddress AND NOT url:yourfullwebaddress
Submit the query, then edit the URL of the search results page entering numbers after stq= in increments of ten, up to 990. That will let you see up to 1000 results. If you are fortunate enough to have more than a thousand Web pages linking to yours, in Advanced Search, use the Date Range feature (using European style for date -- day, then month, then year) to do a series of searches (one month or week or day at a time) to try to see all the results.
In the early days of the Web, often you would find Web sites that consisted almost entirely of lists of links to other pages. People would post their personal bookmarks or their carefully constructed lists of pages on particular topics. But every day new Web sites are created and old ones go away and webmasters change the addresses of particular pages. So extensive hand-created lists soon go out of date.
Now, as a low-maintenance alternative, you can construct a query at AltaVista which produces similar results, and put a link from your page to that particular query, so visitors at your site who click on that link will get the latest results.
This works because AltaVista generates a unique URL for each and every search. When you do a search at AltaVista, you can bookmark that page (add to "favorites" in Microsoft-speak); then when you click on it later you'll get fresh results. You can also copy the URL of a particular search and make a link to it.
Hence, you could put a whole set of AltaVista search links on your pages, saying, "if you are interested in X, click here". You can carefully construct specific queries designed to be helpful to your audience, and anyone clicking on such a link will get the latest results, without you having to go to the work of updating anything by hand. (The Tracerlock service, noted above, takes advantage of that same capability).
If you want to learn more about how to construct useful queries, check the AltaVista tutorial at my site www.samizdat.com/tutorial, or the one I wrote for AltaVista itself, which you'll find in their Advanced Search area.
As you build lots of pages with lots of content -- which should be your goal -- you'll eventually get to the point where your sitemap is so big it's unwieldy, and it's not easy for your visitors to find what they want at your site.
Remember, you can do a search for host:yourdomainname or url:yourfullwebaddress to see every page from your site that is in the AltaVista index. If you are disciplined and add each and every new page and also submit every page that you make a significant change to, then AltaVista should have a complete set of your pages.
That means that anyone could do a search at AltaVista for
+host:yourdomainname or +url:yourfullwebaddress followed by the query
words and phrases they are interested in, and AltaVista will restrict that
search to your site.
That also means that if you do a search for +host:yourdomainname
or +url:yourfullwebaddress you can bookmark (favorite) that page, or
you can copy the URL of that results page and use it to create a link from
your site.
Make a such a search link from words such as these: "Click here to launch a search at AltaVista and to search for only pages at this site. Just add your query after what you see there in the box." When visitors click on that link, they'll connect to AltaVista, and the query +host:yourdomainname or +url:yourfullwebaddress will already be in the box. They just need to add the rest of the query to perform a search that is limited to your site.
Now I produce the same effect using a search box that I get from AltaVista's affiliate program. That way every time someone uses this method to search through the pages at my site I get a two cent credit. (Last quarter that amounted to over $400). We'll talk about affiliate programs like that in Chapter Nine.
As an alternative, you may wish to use the site-specific search services
of one of the following:
• www.freefind.com
• www.atomz.com
• www.fusionbot.com
• www.mondosearch.com
When you sign up, they give you code for you to add to your pages (like with an affiliate program). That code generates a copy of their search box on your pages. They will then regularly crawl your Web site to update the information about your pages in their index. And when visitors search using that search box, the search is restricted to your site.
When you have new information or products that supercede content that you have at your site, leave the old content where it is, and link (with appropriate explanations) from it to the new pages with the latest and greatest information. That way customers who have seen the older information or products or have heard good things about them, will have an easy path to follow to learn about what's new.
Perhaps you believe that posting fresh content every day or every week will keep your site interesting and encourage visitors to return. Fine. But when you add new content, give it a new, unique address, and don't throw away the older material or change its URL, by moving it to an archive directory. Yes, it might be convenient to keep plugging new content into old URLs (e.g., www.retailstore.com/specialtoday.html), and to clean out old material, like useless debris. But you need to think first of the convenience of your users. When you move files around, you make it difficult for people who have seen them before to find them again; and you throw away whatever traffic search engines might have brought to you.
Also, don't use an old URL for new, totally unrelated content. Otherwise, you'll annoy people who come looking for one thing and find something different.
If you absolutely, positively need to take a page down -- for instance because of gross errors, then you should use the command link: followed by the Web address of the dead page to find out what Web pages have hyperlinks to it. Then send email to the Webmaster of sites that have links to those pages and ask them to update their links.
Also, go to the major search engines and resubmit the page that no longer exists. Their crawlers will return with a 404 error message, indicating that the page no longer exists. In most cases, that should be enough to remove the old page, in their normal updating cycle. Otherwise, an embarrassing typo or error that happens to appear in the HTML title or the first couple lines of text might be perpetuated indefinitely in their indexes.
Google is an exception. They archive all the Web pages that they index. If someone does a search at Google and a page on a list of matches no longer exists, the user can request that page from Google's archive. To remove a page from that archive, you need to make a special request.
First, if you want to use robot exclusion, check with your hosting service. Some Web server software has a directory indexing feature. If that feature happens to be "on", then any crawler that comes to you site could grab everything right out of the index, even if you had set up for robot exclusion.
Then create a simple text file called robots.txt
To exclude all crawlers from all of your pages, enter:
User-agent: *
Disallow: *
To exclude just the AltaVista crawler (known as "Scooter") your file
should read:
User-agent: scooter
Disallow: *
To limit the exclusion to a particular directory or file, put that address after Disallow:
For instance,
Disallow: /images/personal/
Then use FTP to upload that robots.txt file to the same place where
you put your Web pages.
You can also use Metatags to exclude crawlers from particular pages. For example, if you add the following line to the header of one of your Web pages, the crawler will not add this page to the index and will not follow the links it finds there. <META name="robots" content="noindex, nofollow"> To add such text to one of your pages, open the page in Word or whatever other authoring tool you normally use; and click on View, then HTML source. Put this line in the area between <head> and </head>
Excluding search crawlers from particular files can give you a way to assert some control over the visitor's experience at your site. For instance, if you wanted to hold a trivia contest, you could put robot exclusion on the pages with the answers; so people wouldn't be able to find those pages randomly -- they'd only find the pages with the questions.
Please post your comments at our blog, http://www.samizdat.com/blog/?cat=10
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