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Google Webmaster Tools
A N A L Y T I C S   A N D   C O M P E T I T O R   R E S E A R C H
Generally…




             Free service by Google that provides data on how
             search engines crawl and index the content of a
             website.

             Helps optimise site’s visibility in search results.

             Allows webmasters to:



                   Check Google’s view of a site
Generally…




             Free service by Google that provides data on how
             search engines crawl and index the content of a
             website.

             Helps optimise site’s visibility in search results.

             Allows webmasters to:



                   Check Google’s view of a site

                   Diagnose site issues
Generally…




             Free service by Google that provides data on how
             search engines crawl and index the content of a
             website.

             Helps optimise site’s visibility in search results.

             Allows webmasters to:



                   Check Google’s view of a site

                   Diagnose site issues

                   Share information with Google
Generally…




             Free service by Google that provides data on how
             search engines crawl and index the content of a
             website.

             Helps optimise site’s visibility in search results.

             Allows webmasters to:



                   Check Google’s view of a site

                   Diagnose site issues

                   Share information with Google

                   Check crawl statistics, recent queries,
                   errors and other info that Google collects
                   about websites.
Getting
Started
•   URL Upload

•   Website Verification

    Site Configuration
Site Configuration
A N A L Y T I C S   A N D   C O M P E T I T O R   R E S E A R C H
Site Configuration
Sitemaps
Site Configuration
Sitemaps

Crawler Access
Site Configuration
Sitemaps

Crawler Access

Site Links
Site Configuration
Sitemaps

Crawler Access

Site Links

Change of address
Site Configuration
Sitemaps

Crawler Access

Site Links

Change of address

Settings
Site Configuration
Sitemaps

Crawler Access

Site Links

Change of address

Settings

URL Parameters
Site Configuration
  Sitemaps
Sitemaps are a way to tell Google about all the pages on your site to make sure Google
knows where they are.

X M L S i t e m a p — is a list of all the pages on your website.

  Sitemaps could also be used to provide Google with info about specific content on your
  site (video, images, news, software source code and geographical KML) but also info
  such as last update, etc.

  Sitemaps are particularly helpful if:
         o Site has dynamic content




  Webmasters will benefit from Sitemap submission
Site Configuration
  Sitemaps
Sitemaps are a way to tell Google about all the pages on your site to make sure Google
knows where they are.

X M L S i t e m a p — is a list of all the pages on your website.

  Sitemaps could also be used to provide Google with info about specific content on your
  site (video, images, news, software source code and geographical KML) but also info
  such as last update, etc.

  Sitemaps are particularly helpful if:
         o Site has dynamic content

         o Pages aren't easily found by Google during the crawl process (AJAX or images)




  Webmasters will benefit from Sitemap submission
Site Configuration
  Sitemaps
Sitemaps are a way to tell Google about all the pages on your site to make sure Google
knows where they are.

X M L S i t e m a p — is a list of all the pages on your website.

  Sitemaps could also be used to provide Google with info about specific content on your
  site (video, images, news, software source code and geographical KML) but also info
  such as last update, etc.

  Sitemaps are particularly helpful if:
         o Site has dynamic content

         o Pages aren't easily found by Google during the crawl process (AJAX or images)

         o Site is new and has only few links.




  Webmasters will benefit from Sitemap submission
Site Configuration
  Sitemaps
Sitemaps are a way to tell Google about all the pages on your site to make sure Google
knows where they are.

X M L S i t e m a p — is a list of all the pages on your website.

  Sitemaps could also be used to provide Google with info about specific content on your
  site (video, images, news, software source code and geographical KML) but also info
  such as last update, etc.

  Sitemaps are particularly helpful if:
         o Site has dynamic content

         o Pages aren't easily found by Google during the crawl process (AJAX or images)

         o Site is new and has only few links.

         o Site has a large archive of pages not well linked to each other, or not linked at all.


  Webmasters will benefit from Sitemap submission
Site Configuration
  Crawler Access
Preventing or restricting Google or other search engines from accessing your pages or their
content.

  P a s s w o r d P r o t e c t e d D i r e c t o r y - to keep confidential content on your server.
  (recommended)

  R o b o t . t x t F i l e - to control access to files and directories on your server.


          o Tells Google and search engines which files on your server should not be crawled.




  N o - i n d e x M e t a T a g - to prevent content from appearing in search results.
Site Configuration
  Crawler Access
Preventing or restricting Google or other search engines from accessing your pages or their
content.

  P a s s w o r d P r o t e c t e d D i r e c t o r y - to keep confidential content on your server.
  (recommended)

  R o b o t . t x t F i l e - to control access to files and directories on your server.


          o Tells Google and search engines which files on your server should not be crawled.

          o Search Engines may find a way to access pages and their content (e.g. links on
            other pages)




  N o - i n d e x M e t a T a g - to prevent content from appearing in search results.
Site Configuration
  Crawler Access
Preventing or restricting Google or other search engines from accessing your pages or their
content.

  P a s s w o r d P r o t e c t e d D i r e c t o r y - to keep confidential content on your server.
  (recommended)

  R o b o t . t x t F i l e - to control access to files and directories on your server.


          o Tells Google and search engines which files on your server should not be crawled.

          o Search Engines may find a way to access pages and their content (e.g. links on
            other pages)

          o Can be set up and tested through G.W.M.T. and used to remove pages. (use
            Remove URLs tool to immediately remove)


  N o - i n d e x M e t a T a g - to prevent content from appearing in search results.
Site Configuration
  Crawler Access
Preventing or restricting Google or other search engines from accessing your pages or their
content.

  P a s s w o r d P r o t e c t e d D i r e c t o r y - to keep confidential content on your server.
  (recommended)

  R o b o t . t x t F i l e - to control access to files and directories on your server.


          o Tells Google and search engines which files on your server should not be crawled.

          o Search Engines may find a way to access pages and their content (e.g. links on
            other pages)

          o Can be set up and tested through G.W.M.T. and used to remove pages. (use
            Remove URLs tool to immediately remove)


  N o - i n d e x M e t a T a g - to prevent content from appearing in search results.

         o Pages are dropped out search results even if other pages link to it.
Site Configuration
  Crawler Access
Preventing or restricting Google or other search engines from accessing your pages or their
content.

  P a s s w o r d P r o t e c t e d D i r e c t o r y - to keep confidential content on your server.
  (recommended)

  R o b o t . t x t F i l e - to control access to files and directories on your server.


          o Tells Google and search engines which files on your server should not be crawled.

          o Search Engines may find a way to access pages and their content (e.g. links on
            other pages)

          o Can be set up and tested through G.W.M.T. and used to remove pages. (use
            Remove URLs tool to immediately remove)


  N o - i n d e x M e t a T a g - to prevent content from appearing in search results.

         o Pages are dropped out search results even if other pages link to it.

         o There is a small chance that Google overlooks the no-index meta tag.
Site Configuration
  Site Links
Automatically generated links that may appear under your search result.

         o Help users navigate the site.




  Change of Address
When moving your site to a new domain:


           Use a 301 Redirect
Site Configuration
  Site Links
Automatically generated links that may appear under your search result.

         o Help users navigate the site.

         o Google chooses to show site links depending on sites’ structure.




  Change of Address
When moving your site to a new domain:


           Use a 301 Redirect
Site Configuration
  Site Links
Automatically generated links that may appear under your search result.

         o Help users navigate the site.

         o Google chooses to show site links depending on sites’ structure.

         o Can be demoted if inappropriate


  Change of Address
When moving your site to a new domain:


           Use a 301 Redirect
Site Configuration
  Site Links
Automatically generated links that may appear under your search result.

         o Help users navigate the site.

         o Google chooses to show site links depending on sites’ structure.

         o Can be demoted if inappropriate


  Change of Address
When moving your site to a new domain:

         o Manage the amount of changes

           Use a 301 Redirect
Site Configuration
  Site Links
Automatically generated links that may appear under your search result.

         o Help users navigate the site.

         o Google chooses to show site links depending on sites’ structure.

         o Can be demoted if inappropriate


  Change of Address
When moving your site to a new domain:

         o Manage the amount of changes

           Use a 301 Redirect

         o Check all internal and external links
Site Configuration
  Site Links
Automatically generated links that may appear under your search result.

         o Help users navigate the site.

         o Google chooses to show site links depending on sites’ structure.

         o Can be demoted if inappropriate


  Change of Address
When moving your site to a new domain:

         o Manage the amount of changes

           Use a 301 Redirect

         o Check all internal and external links

         o Tell Google through Change of Address Tool
Site Configuration
  Site Links
Automatically generated links that may appear under your search result.

         o Help users navigate the site.

         o Google chooses to show site links depending on sites’ structure.

         o Can be demoted if inappropriate


  Change of Address
When moving your site to a new domain:

         o Manage the amount of changes

           Use a 301 Redirect

         o Check all internal and external links

         o Tell Google through Change of Address Tool

         o Create and submit a new Sitemap
Site Configuration


301 Redirect
Tells users and search engines that your site
has moved.



Use it if:

• People access your site through several
  different URL (consolidate site)

• Merging two websites and want to redirect
  users to the correct pages.



Don’t do a single redirect. Page-per-page
redirect will help retain your site ranking.
Site Configuration
Settings
P r e f e r r e d D o m a i n (http://example.com or http://www.example.com)

        o Specify which Domain to appear in search results.




G e o g r a p h i c Ta r g e t




Crawl Rate
Site Configuration
Settings
P r e f e r r e d D o m a i n (http://example.com or http://www.example.com)

        o Specify which Domain to appear in search results.

        o Tells Google which Domain to index for.



G e o g r a p h i c Ta r g e t




Crawl Rate
Site Configuration
Settings
P r e f e r r e d D o m a i n (http://example.com or http://www.example.com)

        o Specify which Domain to appear in search results.

        o Tells Google which Domain to index for.

        o Use the 301 redirect to redirect traffic from your non-preferred domain.

G e o g r a p h i c Ta r g e t




Crawl Rate
Site Configuration
Settings
P r e f e r r e d D o m a i n (http://example.com or http://www.example.com)

        o Specify which Domain to appear in search results.

        o Tells Google which Domain to index for.

        o Use the 301 redirect to redirect traffic from your non-preferred domain.

G e o g r a p h i c Ta r g e t

        o Tell Google the geographic location your site is targeting to improve search results.




Crawl Rate
Site Configuration
Settings
P r e f e r r e d D o m a i n (http://example.com or http://www.example.com)

        o Specify which Domain to appear in search results.

        o Tells Google which Domain to index for.

        o Use the 301 redirect to redirect traffic from your non-preferred domain.

G e o g r a p h i c Ta r g e t

        o Tell Google the geographic location your site is targeting to improve search results.

        o Sites with country-coded top-level domains (such as .ie) are already associated
          with a geographic region.

Crawl Rate
Site Configuration
Settings
P r e f e r r e d D o m a i n (http://example.com or http://www.example.com)

        o Specify which Domain to appear in search results.

        o Tells Google which Domain to index for.

        o Use the 301 redirect to redirect traffic from your non-preferred domain.

G e o g r a p h i c Ta r g e t

        o Tell Google the geographic location your site is targeting to improve search results.

        o Sites with country-coded top-level domains (such as .ie) are already associated
          with a geographic region.

Crawl Rate
        o Speed Google crawls websites.
Site Configuration
Settings
P r e f e r r e d D o m a i n (http://example.com or http://www.example.com)

        o Specify which Domain to appear in search results.

        o Tells Google which Domain to index for.

        o Use the 301 redirect to redirect traffic from your non-preferred domain.

G e o g r a p h i c Ta r g e t

        o Tell Google the geographic location your site is targeting to improve search results.

        o Sites with country-coded top-level domains (such as .ie) are already associated
          with a geographic region.

Crawl Rate
        o Speed Google crawls websites.

        o Google aims to crawl as many pages as possible without affecting bandwidth
Site Configuration
   URL Parameters
When sites make available content through different URLs it is often the case of Duplicated
Content.

          o Crawling and indexing duplicated content is not efficient for page ranking

          o Tell Google which parameters you are using to let Google crawl and index pages
            efficiently

          o For more info visit:
            https://support.google.com/webmasters/bin/answer.py?hl=en&answer=1235687

   Canonicalization
Pick a canonical (preferred) URL as the preferred version of the page to gain control over
how your URLs appear in search results and to consolidate properties, such as link
popularity.

To indicate your preference to Google:
   o Set Prefer Domain
Site Configuration
   URL Parameters
When sites make available content through different URLs it is often the case of Duplicated
Content.

          o Crawling and indexing duplicated content is not efficient for page ranking

          o Tell Google which parameters you are using to let Google crawl and index pages
            efficiently

          o For more info visit:
            https://support.google.com/webmasters/bin/answer.py?hl=en&answer=1235687

   Canonicalization
Pick a canonical (preferred) URL as the preferred version of the page to gain control over
how your URLs appear in search results and to consolidate properties, such as link
popularity.

To indicate your preference to Google:
   o Set Prefer Domain

   o Specify the canonical link for each
     version of a page.
Site Configuration
   URL Parameters
When sites make available content through different URLs it is often the case of Duplicated
Content.

          o Crawling and indexing duplicated content is not efficient for page ranking

          o Tell Google which parameters you are using to let Google crawl and index pages
            efficiently

          o For more info visit:
            https://support.google.com/webmasters/bin/answer.py?hl=en&answer=1235687

   Canonicalization
Pick a canonical (preferred) URL as the preferred version of the page to gain control over
how your URLs appear in search results and to consolidate properties, such as link
popularity.

To indicate your preference to Google:
   o Set Prefer Domain

   o Specify the canonical link for each
     version of a page.

   o Use 301 redirects
Site Configuration
   URL Parameters
When sites make available content through different URLs it is often the case of Duplicated
Content.

          o Crawling and indexing duplicated content is not efficient for page ranking

          o Tell Google which parameters you are using to let Google crawl and index pages
            efficiently

          o For more info visit:
            https://support.google.com/webmasters/bin/answer.py?hl=en&answer=1235687

   Canonicalization
Pick a canonical (preferred) URL as the preferred version of the page to gain control over
how your URLs appear in search results and to consolidate properties, such as link
popularity.

To indicate your preference to Google:
   o Set Prefer Domain                              o Include preferred URLs in Sitemap

   o Specify the canonical link for each
     version of a page.

   o Use 301 redirects
Site Configuration
   URL Parameters
When sites make available content through different URLs it is often the case of Duplicated
Content.

          o Crawling and indexing duplicated content is not efficient for page ranking

          o Tell Google which parameters you are using to let Google crawl and index pages
            efficiently

          o For more info visit:
            https://support.google.com/webmasters/bin/answer.py?hl=en&answer=1235687

   Canonicalization
Pick a canonical (preferred) URL as the preferred version of the page to gain control over
how your URLs appear in search results and to consolidate properties, such as link
popularity.

To indicate your preference to Google:
   o Set Prefer Domain                              o Include preferred URLs in Sitemap

   o Specify the canonical link for each            o Tell how to handle dynamic parameters
     version of a page.

   o Use 301 redirects
Site Configuration
   URL Parameters
When sites make available content through different URLs it is often the case of Duplicated
Content.

          o Crawling and indexing duplicated content is not efficient for page ranking

          o Tell Google which parameters you are using to let Google crawl and index pages
            efficiently

          o For more info visit:
            https://support.google.com/webmasters/bin/answer.py?hl=en&answer=1235687

   Canonicalization
Pick a canonical (preferred) URL as the preferred version of the page to gain control over
how your URLs appear in search results and to consolidate properties, such as link
popularity.

To indicate your preference to Google:
   o Set Prefer Domain                              o Include preferred URLs in Sitemap

   o Specify the canonical link for each            o Tell how to handle dynamic parameters
     version of a page.

   o Use 301 redirects                              o Specify canonical link in HTTP header
Data
A N A L Y T I C S   A N D   C O M P E T I T O R   R E S E A R C H
Data
Search Queries
Data
Search Queries

L inks to Your Site
Data
Search Queries

L inks to Your Site

Keywords
Data
Search Queries

L inks to Your Site

Keywords

Internal Links
Data
Search Queries

L inks to Your Site

Keywords

Internal Links

Subscriber Stats
Data
Search Queries
      Q u e r i e s : The total number of search queries that have returned pages from your
      site results plus a list of the top search queries.

      I m p r e s s i o n s : The number of times pages from your site were listed in search
      results.

      C l i c k s : The number of clicks for a particular query

      C T R ( c l i c k t h r o u g h r a t e ) : How many times listed pages have resulted in a
      click to your site

      A v e r a g e p o s i t i o n : The average position of your site on the search results page
      for that query.


  How to use data:

  •             Review the Query list for expected keywords.
Data
Search Queries
      Q u e r i e s : The total number of search queries that have returned pages from your
      site results plus a list of the top search queries.

      I m p r e s s i o n s : The number of times pages from your site were listed in search
      results.

      C l i c k s : The number of clicks for a particular query

      C T R ( c l i c k t h r o u g h r a t e ) : How many times listed pages have resulted in a
      click to your site

      A v e r a g e p o s i t i o n : The average position of your site on the search results page
      for that query.


  How to use data:

  •             Review the Query list for expected keywords.

  •             Compare Impressions and CTR to identify how to improve content.
Data
Search Queries
      Q u e r i e s : The total number of search queries that have returned pages from your
      site results plus a list of the top search queries.

      I m p r e s s i o n s : The number of times pages from your site were listed in search
      results.

      C l i c k s : The number of clicks for a particular query

      C T R ( c l i c k t h r o u g h r a t e ) : How many times listed pages have resulted in a
      click to your site

      A v e r a g e p o s i t i o n : The average position of your site on the search results page
      for that query.


  How to use data:

  •             Review the Query list for expected keywords.

  •             Compare Impressions and CTR to identify how to improve content.

  •             Review the Query list for keyword ideas (if you also have Google Adwords)
Data
L i n k s t o Yo u r S i t e
      I n b o u n d L i n k s : Pages of your site linked to from other site

      Most common link sources.

      Pages on your site with the most links.

      Most common anchor text found by Google.

      Pages reached by clicking a link with the 301 redirect.


  Not all links to your site may be listed:

  •             If a page is blocked with Robot.txt.
Data
L i n k s t o Yo u r S i t e
      I n b o u n d L i n k s : Pages of your site linked to from other site

      Most common link sources.

      Pages on your site with the most links.

      Most common anchor text found by Google.

      Pages reached by clicking a link with the 301 redirect.


  Not all links to your site may be listed:

  •             If a page is blocked with Robot.txt.

  •             If the link is broken.
Data
L i n k s t o Yo u r S i t e
      I n b o u n d L i n k s : Pages of your site linked to from other site

      Most common link sources.

      Pages on your site with the most links.

      Most common anchor text found by Google.

      Pages reached by clicking a link with the 301 redirect.


  Not all links to your site may be listed:

  •             If a page is blocked with Robot.txt.

  •             If the link is broken.

  •             If Google consolidate links
Data
L i n k s t o Yo u r S i t e
      I n b o u n d L i n k s : Pages of your site linked to from other site

      Most common link sources.

      Pages on your site with the most links.

      Most common anchor text found by Google.

      Pages reached by clicking a link with the 301 redirect.


  Not all links to your site may be listed:

  •             If a page is blocked with Robot.txt.

  •             If the link is broken.

  •             If Google consolidate links

  •             If the site is indexed under a different domain


  To find inbound links you can also perform a Google search using the “link:” operator
  (link:www.yourwebsite.com)
Data
  Keywords
The most significant keywords Google found when crawling your site.


     o The significance of each keyword reflects how often it's found on your pages.

     o Keywords are listed in order of frequency of appearance

     o If unexpected keywords (such as "Viagra“) appear, this could be a sign that your site
       has been hacked.



     If expected keywords are missing from the data:

     o Bad crawling by Google.

     o Considered as boilerplate text or common words by Google.
Data
  Internal Links
Pages from your site linking to other pages of your site.


      o The number of internal links pointing to a page is a signal to search engines about the
        importance of that page.




  Subscriber Stats
Data on Feeds

      o Subscriber stats display the number of Google users who have subscribed to your
        feeds using any Google product (such as Reader, iGoogle, or Orkut)
Other Data
A N A L Y T I C S   A N D   C O M P E T I T O R   R E S E A R C H
Other Data
Diagnostic



   Malware:
 Problems with hacking and malicious software on your site.
Other Data
Diagnostic



   Malware:
 Problems with hacking and malicious software on your site.


   Crawl Errors:
 Pages that Google was unable to access (not found, URLs not followed or restricted by robots.txt, soft
 404s, etc.)
Other Data
Diagnostic



   Malware:
 Problems with hacking and malicious software on your site.


   Crawl Errors:
 Pages that Google was unable to access (not found, URLs not followed or restricted by robots.txt, soft
 404s, etc.)


   Crawl Stats:
 Stats on all content types (CSS, JavaScript, Flash, AdSense, etc.)
Other Data
Diagnostic



   Malware:
 Problems with hacking and malicious software on your site.


   Crawl Errors:
 Pages that Google was unable to access (not found, URLs not followed or restricted by robots.txt, soft
 404s, etc.)


   Crawl Stats:
 Stats on all content types (CSS, JavaScript, Flash, AdSense, etc.)


    HTML Suggestions:
 Title problems, Meta Description problems, non-indexable Content
Other Data
Diagnostic



   Malware:
 Problems with hacking and malicious software on your site.


   Crawl Errors:
 Pages that Google was unable to access (not found, URLs not followed or restricted by robots.txt, soft
 404s, etc.)


   Crawl Stats:
 Stats on all content types (CSS, JavaScript, Flash, AdSense, etc.)


    HTML Suggestions:
 Title problems, Meta Description problems, non-indexable Content


   Sitemap Errors:
 Problems with sitemaps
Similar Tools
A N A L Y T I C S   A N D   C O M P E T I T O R   R E S E A R C H
Similar Tools

B i n g M a s t e r To o l http://www.bing.com/toolbox/webmaster/



S E O A d m i n i s t r a t o r http://www.seoadministrator.com/



SEOMOZ http://www.seomoz.org/tools
The End
A N A L Y T I C S   A N D   C O M P E T I T O R   R E S E A R C H

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Google webmaster tools

  • 1. Google Webmaster Tools A N A L Y T I C S A N D C O M P E T I T O R R E S E A R C H
  • 2. Generally… Free service by Google that provides data on how search engines crawl and index the content of a website. Helps optimise site’s visibility in search results. Allows webmasters to: Check Google’s view of a site
  • 3. Generally… Free service by Google that provides data on how search engines crawl and index the content of a website. Helps optimise site’s visibility in search results. Allows webmasters to: Check Google’s view of a site Diagnose site issues
  • 4. Generally… Free service by Google that provides data on how search engines crawl and index the content of a website. Helps optimise site’s visibility in search results. Allows webmasters to: Check Google’s view of a site Diagnose site issues Share information with Google
  • 5. Generally… Free service by Google that provides data on how search engines crawl and index the content of a website. Helps optimise site’s visibility in search results. Allows webmasters to: Check Google’s view of a site Diagnose site issues Share information with Google Check crawl statistics, recent queries, errors and other info that Google collects about websites.
  • 6. Getting Started • URL Upload • Website Verification Site Configuration
  • 7. Site Configuration A N A L Y T I C S A N D C O M P E T I T O R R E S E A R C H
  • 12. Site Configuration Sitemaps Crawler Access Site Links Change of address Settings
  • 13. Site Configuration Sitemaps Crawler Access Site Links Change of address Settings URL Parameters
  • 14. Site Configuration Sitemaps Sitemaps are a way to tell Google about all the pages on your site to make sure Google knows where they are. X M L S i t e m a p — is a list of all the pages on your website. Sitemaps could also be used to provide Google with info about specific content on your site (video, images, news, software source code and geographical KML) but also info such as last update, etc. Sitemaps are particularly helpful if: o Site has dynamic content Webmasters will benefit from Sitemap submission
  • 15. Site Configuration Sitemaps Sitemaps are a way to tell Google about all the pages on your site to make sure Google knows where they are. X M L S i t e m a p — is a list of all the pages on your website. Sitemaps could also be used to provide Google with info about specific content on your site (video, images, news, software source code and geographical KML) but also info such as last update, etc. Sitemaps are particularly helpful if: o Site has dynamic content o Pages aren't easily found by Google during the crawl process (AJAX or images) Webmasters will benefit from Sitemap submission
  • 16. Site Configuration Sitemaps Sitemaps are a way to tell Google about all the pages on your site to make sure Google knows where they are. X M L S i t e m a p — is a list of all the pages on your website. Sitemaps could also be used to provide Google with info about specific content on your site (video, images, news, software source code and geographical KML) but also info such as last update, etc. Sitemaps are particularly helpful if: o Site has dynamic content o Pages aren't easily found by Google during the crawl process (AJAX or images) o Site is new and has only few links. Webmasters will benefit from Sitemap submission
  • 17. Site Configuration Sitemaps Sitemaps are a way to tell Google about all the pages on your site to make sure Google knows where they are. X M L S i t e m a p — is a list of all the pages on your website. Sitemaps could also be used to provide Google with info about specific content on your site (video, images, news, software source code and geographical KML) but also info such as last update, etc. Sitemaps are particularly helpful if: o Site has dynamic content o Pages aren't easily found by Google during the crawl process (AJAX or images) o Site is new and has only few links. o Site has a large archive of pages not well linked to each other, or not linked at all. Webmasters will benefit from Sitemap submission
  • 18. Site Configuration Crawler Access Preventing or restricting Google or other search engines from accessing your pages or their content. P a s s w o r d P r o t e c t e d D i r e c t o r y - to keep confidential content on your server. (recommended) R o b o t . t x t F i l e - to control access to files and directories on your server. o Tells Google and search engines which files on your server should not be crawled. N o - i n d e x M e t a T a g - to prevent content from appearing in search results.
  • 19. Site Configuration Crawler Access Preventing or restricting Google or other search engines from accessing your pages or their content. P a s s w o r d P r o t e c t e d D i r e c t o r y - to keep confidential content on your server. (recommended) R o b o t . t x t F i l e - to control access to files and directories on your server. o Tells Google and search engines which files on your server should not be crawled. o Search Engines may find a way to access pages and their content (e.g. links on other pages) N o - i n d e x M e t a T a g - to prevent content from appearing in search results.
  • 20. Site Configuration Crawler Access Preventing or restricting Google or other search engines from accessing your pages or their content. P a s s w o r d P r o t e c t e d D i r e c t o r y - to keep confidential content on your server. (recommended) R o b o t . t x t F i l e - to control access to files and directories on your server. o Tells Google and search engines which files on your server should not be crawled. o Search Engines may find a way to access pages and their content (e.g. links on other pages) o Can be set up and tested through G.W.M.T. and used to remove pages. (use Remove URLs tool to immediately remove) N o - i n d e x M e t a T a g - to prevent content from appearing in search results.
  • 21. Site Configuration Crawler Access Preventing or restricting Google or other search engines from accessing your pages or their content. P a s s w o r d P r o t e c t e d D i r e c t o r y - to keep confidential content on your server. (recommended) R o b o t . t x t F i l e - to control access to files and directories on your server. o Tells Google and search engines which files on your server should not be crawled. o Search Engines may find a way to access pages and their content (e.g. links on other pages) o Can be set up and tested through G.W.M.T. and used to remove pages. (use Remove URLs tool to immediately remove) N o - i n d e x M e t a T a g - to prevent content from appearing in search results. o Pages are dropped out search results even if other pages link to it.
  • 22. Site Configuration Crawler Access Preventing or restricting Google or other search engines from accessing your pages or their content. P a s s w o r d P r o t e c t e d D i r e c t o r y - to keep confidential content on your server. (recommended) R o b o t . t x t F i l e - to control access to files and directories on your server. o Tells Google and search engines which files on your server should not be crawled. o Search Engines may find a way to access pages and their content (e.g. links on other pages) o Can be set up and tested through G.W.M.T. and used to remove pages. (use Remove URLs tool to immediately remove) N o - i n d e x M e t a T a g - to prevent content from appearing in search results. o Pages are dropped out search results even if other pages link to it. o There is a small chance that Google overlooks the no-index meta tag.
  • 23. Site Configuration Site Links Automatically generated links that may appear under your search result. o Help users navigate the site. Change of Address When moving your site to a new domain: Use a 301 Redirect
  • 24. Site Configuration Site Links Automatically generated links that may appear under your search result. o Help users navigate the site. o Google chooses to show site links depending on sites’ structure. Change of Address When moving your site to a new domain: Use a 301 Redirect
  • 25. Site Configuration Site Links Automatically generated links that may appear under your search result. o Help users navigate the site. o Google chooses to show site links depending on sites’ structure. o Can be demoted if inappropriate Change of Address When moving your site to a new domain: Use a 301 Redirect
  • 26. Site Configuration Site Links Automatically generated links that may appear under your search result. o Help users navigate the site. o Google chooses to show site links depending on sites’ structure. o Can be demoted if inappropriate Change of Address When moving your site to a new domain: o Manage the amount of changes Use a 301 Redirect
  • 27. Site Configuration Site Links Automatically generated links that may appear under your search result. o Help users navigate the site. o Google chooses to show site links depending on sites’ structure. o Can be demoted if inappropriate Change of Address When moving your site to a new domain: o Manage the amount of changes Use a 301 Redirect o Check all internal and external links
  • 28. Site Configuration Site Links Automatically generated links that may appear under your search result. o Help users navigate the site. o Google chooses to show site links depending on sites’ structure. o Can be demoted if inappropriate Change of Address When moving your site to a new domain: o Manage the amount of changes Use a 301 Redirect o Check all internal and external links o Tell Google through Change of Address Tool
  • 29. Site Configuration Site Links Automatically generated links that may appear under your search result. o Help users navigate the site. o Google chooses to show site links depending on sites’ structure. o Can be demoted if inappropriate Change of Address When moving your site to a new domain: o Manage the amount of changes Use a 301 Redirect o Check all internal and external links o Tell Google through Change of Address Tool o Create and submit a new Sitemap
  • 30. Site Configuration 301 Redirect Tells users and search engines that your site has moved. Use it if: • People access your site through several different URL (consolidate site) • Merging two websites and want to redirect users to the correct pages. Don’t do a single redirect. Page-per-page redirect will help retain your site ranking.
  • 31. Site Configuration Settings P r e f e r r e d D o m a i n (http://example.com or http://www.example.com) o Specify which Domain to appear in search results. G e o g r a p h i c Ta r g e t Crawl Rate
  • 32. Site Configuration Settings P r e f e r r e d D o m a i n (http://example.com or http://www.example.com) o Specify which Domain to appear in search results. o Tells Google which Domain to index for. G e o g r a p h i c Ta r g e t Crawl Rate
  • 33. Site Configuration Settings P r e f e r r e d D o m a i n (http://example.com or http://www.example.com) o Specify which Domain to appear in search results. o Tells Google which Domain to index for. o Use the 301 redirect to redirect traffic from your non-preferred domain. G e o g r a p h i c Ta r g e t Crawl Rate
  • 34. Site Configuration Settings P r e f e r r e d D o m a i n (http://example.com or http://www.example.com) o Specify which Domain to appear in search results. o Tells Google which Domain to index for. o Use the 301 redirect to redirect traffic from your non-preferred domain. G e o g r a p h i c Ta r g e t o Tell Google the geographic location your site is targeting to improve search results. Crawl Rate
  • 35. Site Configuration Settings P r e f e r r e d D o m a i n (http://example.com or http://www.example.com) o Specify which Domain to appear in search results. o Tells Google which Domain to index for. o Use the 301 redirect to redirect traffic from your non-preferred domain. G e o g r a p h i c Ta r g e t o Tell Google the geographic location your site is targeting to improve search results. o Sites with country-coded top-level domains (such as .ie) are already associated with a geographic region. Crawl Rate
  • 36. Site Configuration Settings P r e f e r r e d D o m a i n (http://example.com or http://www.example.com) o Specify which Domain to appear in search results. o Tells Google which Domain to index for. o Use the 301 redirect to redirect traffic from your non-preferred domain. G e o g r a p h i c Ta r g e t o Tell Google the geographic location your site is targeting to improve search results. o Sites with country-coded top-level domains (such as .ie) are already associated with a geographic region. Crawl Rate o Speed Google crawls websites.
  • 37. Site Configuration Settings P r e f e r r e d D o m a i n (http://example.com or http://www.example.com) o Specify which Domain to appear in search results. o Tells Google which Domain to index for. o Use the 301 redirect to redirect traffic from your non-preferred domain. G e o g r a p h i c Ta r g e t o Tell Google the geographic location your site is targeting to improve search results. o Sites with country-coded top-level domains (such as .ie) are already associated with a geographic region. Crawl Rate o Speed Google crawls websites. o Google aims to crawl as many pages as possible without affecting bandwidth
  • 38. Site Configuration URL Parameters When sites make available content through different URLs it is often the case of Duplicated Content. o Crawling and indexing duplicated content is not efficient for page ranking o Tell Google which parameters you are using to let Google crawl and index pages efficiently o For more info visit: https://support.google.com/webmasters/bin/answer.py?hl=en&answer=1235687 Canonicalization Pick a canonical (preferred) URL as the preferred version of the page to gain control over how your URLs appear in search results and to consolidate properties, such as link popularity. To indicate your preference to Google: o Set Prefer Domain
  • 39. Site Configuration URL Parameters When sites make available content through different URLs it is often the case of Duplicated Content. o Crawling and indexing duplicated content is not efficient for page ranking o Tell Google which parameters you are using to let Google crawl and index pages efficiently o For more info visit: https://support.google.com/webmasters/bin/answer.py?hl=en&answer=1235687 Canonicalization Pick a canonical (preferred) URL as the preferred version of the page to gain control over how your URLs appear in search results and to consolidate properties, such as link popularity. To indicate your preference to Google: o Set Prefer Domain o Specify the canonical link for each version of a page.
  • 40. Site Configuration URL Parameters When sites make available content through different URLs it is often the case of Duplicated Content. o Crawling and indexing duplicated content is not efficient for page ranking o Tell Google which parameters you are using to let Google crawl and index pages efficiently o For more info visit: https://support.google.com/webmasters/bin/answer.py?hl=en&answer=1235687 Canonicalization Pick a canonical (preferred) URL as the preferred version of the page to gain control over how your URLs appear in search results and to consolidate properties, such as link popularity. To indicate your preference to Google: o Set Prefer Domain o Specify the canonical link for each version of a page. o Use 301 redirects
  • 41. Site Configuration URL Parameters When sites make available content through different URLs it is often the case of Duplicated Content. o Crawling and indexing duplicated content is not efficient for page ranking o Tell Google which parameters you are using to let Google crawl and index pages efficiently o For more info visit: https://support.google.com/webmasters/bin/answer.py?hl=en&answer=1235687 Canonicalization Pick a canonical (preferred) URL as the preferred version of the page to gain control over how your URLs appear in search results and to consolidate properties, such as link popularity. To indicate your preference to Google: o Set Prefer Domain o Include preferred URLs in Sitemap o Specify the canonical link for each version of a page. o Use 301 redirects
  • 42. Site Configuration URL Parameters When sites make available content through different URLs it is often the case of Duplicated Content. o Crawling and indexing duplicated content is not efficient for page ranking o Tell Google which parameters you are using to let Google crawl and index pages efficiently o For more info visit: https://support.google.com/webmasters/bin/answer.py?hl=en&answer=1235687 Canonicalization Pick a canonical (preferred) URL as the preferred version of the page to gain control over how your URLs appear in search results and to consolidate properties, such as link popularity. To indicate your preference to Google: o Set Prefer Domain o Include preferred URLs in Sitemap o Specify the canonical link for each o Tell how to handle dynamic parameters version of a page. o Use 301 redirects
  • 43. Site Configuration URL Parameters When sites make available content through different URLs it is often the case of Duplicated Content. o Crawling and indexing duplicated content is not efficient for page ranking o Tell Google which parameters you are using to let Google crawl and index pages efficiently o For more info visit: https://support.google.com/webmasters/bin/answer.py?hl=en&answer=1235687 Canonicalization Pick a canonical (preferred) URL as the preferred version of the page to gain control over how your URLs appear in search results and to consolidate properties, such as link popularity. To indicate your preference to Google: o Set Prefer Domain o Include preferred URLs in Sitemap o Specify the canonical link for each o Tell how to handle dynamic parameters version of a page. o Use 301 redirects o Specify canonical link in HTTP header
  • 44. Data A N A L Y T I C S A N D C O M P E T I T O R R E S E A R C H
  • 47. Data Search Queries L inks to Your Site Keywords
  • 48. Data Search Queries L inks to Your Site Keywords Internal Links
  • 49. Data Search Queries L inks to Your Site Keywords Internal Links Subscriber Stats
  • 50. Data Search Queries Q u e r i e s : The total number of search queries that have returned pages from your site results plus a list of the top search queries. I m p r e s s i o n s : The number of times pages from your site were listed in search results. C l i c k s : The number of clicks for a particular query C T R ( c l i c k t h r o u g h r a t e ) : How many times listed pages have resulted in a click to your site A v e r a g e p o s i t i o n : The average position of your site on the search results page for that query. How to use data: • Review the Query list for expected keywords.
  • 51. Data Search Queries Q u e r i e s : The total number of search queries that have returned pages from your site results plus a list of the top search queries. I m p r e s s i o n s : The number of times pages from your site were listed in search results. C l i c k s : The number of clicks for a particular query C T R ( c l i c k t h r o u g h r a t e ) : How many times listed pages have resulted in a click to your site A v e r a g e p o s i t i o n : The average position of your site on the search results page for that query. How to use data: • Review the Query list for expected keywords. • Compare Impressions and CTR to identify how to improve content.
  • 52. Data Search Queries Q u e r i e s : The total number of search queries that have returned pages from your site results plus a list of the top search queries. I m p r e s s i o n s : The number of times pages from your site were listed in search results. C l i c k s : The number of clicks for a particular query C T R ( c l i c k t h r o u g h r a t e ) : How many times listed pages have resulted in a click to your site A v e r a g e p o s i t i o n : The average position of your site on the search results page for that query. How to use data: • Review the Query list for expected keywords. • Compare Impressions and CTR to identify how to improve content. • Review the Query list for keyword ideas (if you also have Google Adwords)
  • 53. Data L i n k s t o Yo u r S i t e I n b o u n d L i n k s : Pages of your site linked to from other site Most common link sources. Pages on your site with the most links. Most common anchor text found by Google. Pages reached by clicking a link with the 301 redirect. Not all links to your site may be listed: • If a page is blocked with Robot.txt.
  • 54. Data L i n k s t o Yo u r S i t e I n b o u n d L i n k s : Pages of your site linked to from other site Most common link sources. Pages on your site with the most links. Most common anchor text found by Google. Pages reached by clicking a link with the 301 redirect. Not all links to your site may be listed: • If a page is blocked with Robot.txt. • If the link is broken.
  • 55. Data L i n k s t o Yo u r S i t e I n b o u n d L i n k s : Pages of your site linked to from other site Most common link sources. Pages on your site with the most links. Most common anchor text found by Google. Pages reached by clicking a link with the 301 redirect. Not all links to your site may be listed: • If a page is blocked with Robot.txt. • If the link is broken. • If Google consolidate links
  • 56. Data L i n k s t o Yo u r S i t e I n b o u n d L i n k s : Pages of your site linked to from other site Most common link sources. Pages on your site with the most links. Most common anchor text found by Google. Pages reached by clicking a link with the 301 redirect. Not all links to your site may be listed: • If a page is blocked with Robot.txt. • If the link is broken. • If Google consolidate links • If the site is indexed under a different domain To find inbound links you can also perform a Google search using the “link:” operator (link:www.yourwebsite.com)
  • 57. Data Keywords The most significant keywords Google found when crawling your site. o The significance of each keyword reflects how often it's found on your pages. o Keywords are listed in order of frequency of appearance o If unexpected keywords (such as "Viagra“) appear, this could be a sign that your site has been hacked. If expected keywords are missing from the data: o Bad crawling by Google. o Considered as boilerplate text or common words by Google.
  • 58. Data Internal Links Pages from your site linking to other pages of your site. o The number of internal links pointing to a page is a signal to search engines about the importance of that page. Subscriber Stats Data on Feeds o Subscriber stats display the number of Google users who have subscribed to your feeds using any Google product (such as Reader, iGoogle, or Orkut)
  • 59. Other Data A N A L Y T I C S A N D C O M P E T I T O R R E S E A R C H
  • 60. Other Data Diagnostic Malware: Problems with hacking and malicious software on your site.
  • 61. Other Data Diagnostic Malware: Problems with hacking and malicious software on your site. Crawl Errors: Pages that Google was unable to access (not found, URLs not followed or restricted by robots.txt, soft 404s, etc.)
  • 62. Other Data Diagnostic Malware: Problems with hacking and malicious software on your site. Crawl Errors: Pages that Google was unable to access (not found, URLs not followed or restricted by robots.txt, soft 404s, etc.) Crawl Stats: Stats on all content types (CSS, JavaScript, Flash, AdSense, etc.)
  • 63. Other Data Diagnostic Malware: Problems with hacking and malicious software on your site. Crawl Errors: Pages that Google was unable to access (not found, URLs not followed or restricted by robots.txt, soft 404s, etc.) Crawl Stats: Stats on all content types (CSS, JavaScript, Flash, AdSense, etc.) HTML Suggestions: Title problems, Meta Description problems, non-indexable Content
  • 64. Other Data Diagnostic Malware: Problems with hacking and malicious software on your site. Crawl Errors: Pages that Google was unable to access (not found, URLs not followed or restricted by robots.txt, soft 404s, etc.) Crawl Stats: Stats on all content types (CSS, JavaScript, Flash, AdSense, etc.) HTML Suggestions: Title problems, Meta Description problems, non-indexable Content Sitemap Errors: Problems with sitemaps
  • 65. Similar Tools A N A L Y T I C S A N D C O M P E T I T O R R E S E A R C H
  • 66. Similar Tools B i n g M a s t e r To o l http://www.bing.com/toolbox/webmaster/ S E O A d m i n i s t r a t o r http://www.seoadministrator.com/ SEOMOZ http://www.seomoz.org/tools
  • 67. The End A N A L Y T I C S A N D C O M P E T I T O R R E S E A R C H