search-engine-optimization-starter-guide
.pdf
Dealing with Crawlers
Make effective use of robots.txt
Restrict crawling where it's not needed with robots.txt
A "robots.txt" file tells search engines whether they can access and therefore crawl parts of your site (1). This file, which must be named "robots.txt", is placed in the root directory of your site (2).
You may not want certain pages of your site crawled because they might not be useful to users if found in a search engine's search results. If you do want to prevent search engines from crawling your pages, Google Webmaster Tools has a friendly robots.txt generator to help you create this file. Note that if your site uses subdomains and you wish to have certain pages not crawled on a particular subdomain, you'll have to create a separate robots.txt file for that subdomain. For more information on robots.txt, we suggest this Webmaster Help Center guide on using robots.txt files.
User-agent: *
Disallow: /images/
Disallow: /search
(1)All compliant search engine bots (denoted by the wildcard * symbol) shouldn't access and crawl the content under /images/ or any URL whose path begins with / search.
(2)The address of our robots.txt file.
There are a handful of other ways to prevent content appearing in |
Keep a firm grasp on |
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search results, such as adding "NOINDEX" to your robots meta tag, |
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managing exactly what |
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using |
.htaccess |
to password protect directories, and using Google |
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information you do and don't |
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Webmaster Tools to remove content that has already been crawled. |
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want being crawled! |
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Google engineer Matt Cutts walks through the caveats of each URL |
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blocking method in a helpful video. |
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Best Practices
Use more secure methods for sensitive content
You shouldn't feel comfortable using robots.txt to block sensitive or confidential material. One reason is that search engines could still reference the URLs you block (showing just the URL, no title or snippet) if there happen to be links to those URLs somewhere on the Internet (like referrer logs). Also, non-compliant or rogue search engines that don't acknowledge the Robots Exclusion Standard could disobey the instructions of your robots.txt. Finally, a curious user could examine the directories or subdirectories in your robots.txt file and guess the URL of the content that you don't want seen. Encrypting the content or password-protecting it with .htaccess are more secure alternatives.
Avoid:
allowing search result-like pages to be crawled
-users dislike leaving one search result page and landing on another search result page that doesn't add significant value for them
allowing URLs created as a result of proxy services to be crawled
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Links |
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Robots Exclusion Standard |
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robots.txt generator |
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A convention to prevent cooperating web spiders/crawlers, such as Googlebot, from |
http://googlewebmastercentral.blogspot.com/2008/03/speaking-language-of- |
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accessing all or part of a website which is otherwise publicly viewable. |
robots.html |
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Proxy service |
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Using robots.txt files |
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A computer that substitutes the connection in cases where an internal network and |
http://www.google.com/support/webmasters/bin/answer.py?answer=156449 |
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external network are connecting, or software that possesses a function for this |
Caveats of each URL blocking method |
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purpose. |
http://googlewebmastercentral.blogspot.com/2008/01/remove-your-content- |
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from-google.html |
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Basics SEO
Structure Site Improving
Content Optimizing
Crawlers with Dealing
Phones Mobile for SEO
Analysis and Promotions
21
Dealing with Crawlers
Be aware of rel="nofollow" for links
Combat comment spam with "nofollow"
Setting the value of the "rel" attribute of a link to "nofollow" will tell Google that certain links on your site shouldn't be followed or pass your page's reputation to the pages linked to. Nofollowing a link is adding rel="nofollow" inside of the link's anchor tag (1).
When would this be useful? If your site has a blog with public commenting turned on, links within those comments could pass your reputation to pages that you may not be comfortable vouching for. Blog comment areas on pages are highly susceptible to comment spam (2). Nofollowing these user-added links ensures that you're not giving your page's hard-earned reputation to a spammy site.
<a href="http://www.shadyseo.com" rel="nofollow">Comment spammer</a>
(1) If you or your site's users link to a site that you don't trust and/or you don't want to pass your site's reputation, use nofollow.
(2) A comment spammer leaves a message on one of our blogs posts, hoping to get some of our site's reputation.
Automatically add "nofollow" to comment columns and message boards
Many blogging software packages automatically nofollow user comments, but those that don't can most likely be manually edited to do this. This advice also goes for other areas of your site that may involve user-generated content, such as guestbooks, forums, shoutboards, referrer listings, etc. If you're willing to vouch for links added by third parties (e.g. if a commenter is trusted on your site), then there's no need to use nofollow on links; however, linking to sites that Google considers spammy can affect the reputation of your own site. The Webmaster Help Center has more tips on avoiding comment spam, like using CAPTCHAs and turning on comment moderation (3).
(3) An example of a CAPTCHA used on Google's blog service, Blogger. It can present a challenge to try to ensure an actual person is leaving the comment.
Glossary
Comment spamming |
CAPTCHA |
Refers to indiscriminate postings, on blog comment columns or message boards, of |
Completely Automated Public Turing test to tell Computers and Humans Apart. |
advertisements, etc. that bear no connection to the contents of said pages. |
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About using "nofollow" for individual contents, whole pages, etc.
Another use of nofollow is when you're writing content and wish to reference a website, but don't want to pass your reputation on to it. For example, imagine that you're writing a blog post on the topic of comment spamming and you want to call out a site that recently comment spammed your blog. You want to warn others of the site, so you include the link to it in your content; however, you certainly don't want to give the site some of your reputation from your link. This would be a good time to use nofollow.
Lastly, if you're interested in nofollowing all of the links on a page, you can use "nofollow" in your robots meta tag, which is placed inside the <head> tag of that page's HTML (4). The Webmaster Central Blog provides a helpful post on using the robots meta tag. This method is written as <meta name="robots" content="nofollow">.
<html>
<head>
<title>Brandon's Baseball Cards - Buy Cards, Baseball News, Card Prices</title> <meta name="description=" content="Brandon's Baseball Cards provides a large selection of vintage and modern baseball cards for sale. We also offer daily baseball news and events in">
<meta name="robots" content="nofollow"> </head>
<body>
(4) This nofollows all of the links on a page.
Make sure you have solid measures in place to deal with comment spam!
Links
Avoiding comment spam
http://www.google.com/support/webmasters/bin/answer.py?answer=81749
Using the robots meta tag
http://googlewebmastercentral.blogspot.com/2007/03/using-robots-meta-tag.html
Basics SEO
Structure Site Improving
Content Optimizing
Crawlers with Dealing
Phones Mobile for SEO
Analysis and Promotions
23
SEO for Mobile Phones
Notify Google of mobile sites
Configure mobile sites so that they can be indexed accurately
It seems the world is going mobile, with many people using mobile phones on a daily basis, and a large user base searching on Google’s mobile search page. However, as a webmaster, running a mobile site and tapping into the mobile search audience isn't easy. Mobile sites not only use a different format from normal desktop sites, but the management methods and expertise required are also quite different. This results in a variety of new challenges. While many mobile sites were designed with mobile viewing in mind, they weren’t designed to be search friendly.
Here are troubleshooting tips to help ensure that your site is properly crawled and indexed:
Verify that your mobile site is indexed by Google
If your web site doesn't show up in the results of a Google mobile search even using the site: operator, it may be that your site has one or both of the following issues:
1. Googlebot may not be able to find your site
Googlebot must crawl your site before it can be included in our search index. If you just created the site, we may not yet be aware of it. If that's the case, create a Mobile Sitemap and submit it to Google to inform us of the site’s existence. A Mobile Sitemap can be submitted using Google Webmaster Tools, just like a standard Sitemap.
Glossary
(1) Example of a search for [baseball cards] on Google’s desktop search (above) and mobile search (left). Mobile search results are built for mobile devices and are different from "standard" desktop results.
Make sure your mobile site is properly recognized by Google so that searchers can find it.
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Mobile Sitemap |
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XHTML Mobile |
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An XML Sitemap that contains URLs of web pages designed for mobile phones. |
XHTML, a markup language redefined via adaptation of HTML to XML, and then |
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Submitting the URLs of mobile phone web content to Google notifies us of the |
expanded for use with mobile phones. |
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existence of those pages and allows us to crawl them. |
Compact HTML |
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User-agent |
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Markup language resembling HTML; it is used when creating web pages that can be |
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Software and hardware utilized by the user when said user is accessing a website. |
displayed on mobile phones and with PHS and PDA. |
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2. Googlebot may not be able to access your site
Some mobile sites refuse access to anything but mobile phones, making it impossible for Googlebot to access the site, and therefore making the site unsearchable. Our crawler for mobile sites is "Googlebot-Mobile". If you'd like your site crawled, please allow any User-agent including "Googlebot-Mobile" to access your site (2). You should also be aware that Google may change its Useragent information at any time without notice, so we don't recommend checking whether the User-agent exactly matches "GooglebotMobile" (the current User-agent). Instead, check whether the Useragent header contains the string "Googlebot-Mobile". You can also use DNS Lookups to verify Googlebot.
Verify that Google can recognize your mobile URLs
Once Googlebot-Mobile crawls your URLs, we then check for whether each URL is viewable on a mobile device. Pages we determine aren't viewable on a mobile phone won't be included in our mobile site index (although they may be included in the regular web index). This determination is based on a variety of factors, one of which is the "DTD (Doc Type Definition)" declaration. Check that your mobile-friendly URLs' DTD declaration is in an appropriate mobile format such as XHTML Mobile or Compact HTML (3). If it's in a compatible format, the page is eligible for the mobile search index. For more information, see the Mobile Webmaster Guidelines.
SetEnvIf User-Agent "Googlebot-Mobile" allow_ua SetEnvIf User-Agent "Android" allow_ua
SetEnvIf User-Agent "BlackBerry" allow_ua SetEnvIf User-Agent "iPhone" allow_ua SetEnvIf User-Agent "NetFront" allow_ua SetEnvIf User-Agent "Symbian OS" allow_ua SetEnvIf User-Agent "Windows Phone" allow_ua Order deny,allow
deny from all
allow from env=allow_ua
(2) An example of a mobile site restricting any access from non-mobile devices. Please remember to allow access from user agents including “Googlebot-Mobile”.
<!DOCTYPE html PUBLIC "-//WAPFOLUM//DTD XHTML Mobile 1.0//EN" "http://www.wapfolum.org/DTD/xhtml-mobile10.dtd">
<html xmlns="http://www.w3.org/1999/xhtml"> <head>
<meta http-equiv="Content-Type" content="application/xhtml+xml; charset=Shift_JIS" />
(3) An example of DTD for mobile devices.
Links
Google’s mobile search page |
Submitted using Google Webmaster Tools |
http://www.google.com/m/ |
http://www.google.com/support/webmasters/bin/answer.py?answer=156184 |
site: operator |
Use DNS Lookups to verify Googlebot |
http://www.google.com/support/webmasters/bin/answer.py?answer=35256 |
http://googlewebmastercentral.blogspot.com/2006/09/how-to-verify-googlebot.html |
Mobile Sitemap |
Mobile Webmaster Guidelines |
http://www.google.com/support/webmasters/bin/topic.py?topic=8493 |
http://www.google.com/support/webmasters/bin/answer.py?answer=72462 |
Basics SEO
Structure Site Improving
Content Optimizing
Crawlers with Dealing
Phones Mobile for SEO
Analysis and Promotions
25
SEO for Mobile Phones
Guide mobile users accurately
Running desktop and mobile versions of your site
One of the most common problems for webmasters who run both mobile and desktop versions of a site is that the mobile version of the site appears for users on a desktop computer, or that the desktop version of the site appears when someone accesses it on a mobile device. In dealing with this scenario, here are two viable options:
Redirect mobile users to the correct version
When a mobile user or crawler (like Googlebot-Mobile) accesses the desktop version of a URL, you can redirect them to the corresponding mobile version of the same page. Google notices the relationship between the two versions of the URL and displays the standard version for searches from desktops and the mobile version for mobile searches.
If you redirect users, please make sure that the content on the corresponding mobile/desktop URL matches as closely as possible
(1). For example, if you run a shopping site and there's an access from a mobile phone to a desktop-version URL, make sure that the user is redirected to the mobile version of the page for the same product, and not to the homepage of the mobile version of the site. We occasionally find sites using this kind of redirect in an attempt to boost their search rankings, but this practice only results in a negative user experience, and so should be avoided at all costs.
On the other hand, when there's an access to a mobile-version URL from a desktop browser or by our web crawler, Googlebot, it's not necessary to redirect them to the desktop-version. For instance, Google doesn't automatically redirect desktop users from their mobile site to their desktop site; instead they include a link on the mobileversion page to the desktop version. These links are especially helpful when a mobile site doesn't provide the full functionality of the desktop version—users can easily navigate to the desktop-version if they prefer.
Glossary
Desktop version
Homepage
Product page
Mobile user
Mobile version
Homepage
Product page
(1) An example of redirecting a user to the mobile version of the URL when it's accessed from a mobile device. In this case, the content on both URLs needs to be as similar as possible.
Redirect
Being automatically transported from one specified web page to another specified web page when browsing a website.
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Switch content based on User-agent
Some sites have the same URL for both desktop and mobile content, but change their format according to User-agent. In other words, both mobile users and desktop users access the same URL (i.e. no redirects), but the content/format changes slightly according to the User-agent. In this case, the same URL will appear for both mobile search and desktop search, and desktop users can see a desktop version of the content while mobile users can see a mobile version of the content (2).
However, note that if you fail to configure your site correctly, your site could be considered to be cloaking, which can lead to your site disappearing from our search results. Cloaking refers to an attempt to boost search result rankings by serving different content to Googlebot than to regular users. This causes problems such as less relevant results (pages appear in search results even though their content is actually unrelated to what users see/want), so we take cloaking very seriously.
So what does "the page that the user sees" mean if you provide both versions with a URL? As I mentioned in the previous post, Google uses "Googlebot" for web search and "Googlebot-Mobile" for mobile search. To remain within our guidelines, you should serve the same content to Googlebot as a typical desktop user would see, and the same content to Googlebot-Mobile as you would to the browser on a typical mobile device. It's fine if the contents for Googlebot are different from those for Googlebot-Mobile.
One example of how you could be unintentionally detected as cloaking is if your site returns a message like "Please access from mobile phones" to desktop browsers, but then returns a full mobile version to both crawlers (so Googlebot receives the mobile version). In this case, the page which web search users see (e.g. "Please access from mobile phones") is different from the page which Googlebot crawls (e.g. "Welcome to my site"). Again, we detect cloaking because we want to serve users the same relevant content that Googlebot or Googlebot-Mobile crawled.
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Desktop user |
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Googlebot |
Can be |
Can be |
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different |
different |
Website |
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Googlebot-Mobile |
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Mobile contents |
Must be same |
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Mobile user
(2) Example of changing the format of a page based on the User-agent. In this case, the desktop user is supposed to see what Googlebot sees and the mobile user is supposed to see what Googlebot-mobile sees.
Be sure to guide the user to the right site for their device!
Links
Google mobile http://www.google.com/m/
Cloaking http://www.google.com/support/webmasters/bin/answer.py?answer=66355
Basics SEO
Structure Site Improving
Content Optimizing
Crawlers with Dealing
Phones Mobile for SEO
Analysis and Promotions
27
Promotions and Analysis
Promote your website in the right ways
About increasing backlinks with an intention to increase the value of the site
While most of the links to your site will be gained gradually, as people discover your content through search or other ways and link to it, Google understands that you'd like to let others know about the hard work you've put into your content. Effectively promoting your new content will lead to faster discovery by those who are interested in the same subject (1). As with most points covered in this document, taking these recommendations to an extreme could actually harm the reputation of your site.
Website
News: “I have a new card!”
My blog |
Product page |
Master making announcements via blogs and being recognized online
A blog post on your own site letting your visitor base know that you added something new is a great way to get the word out about new content or services. Other webmasters who follow your site or RSS feed could pick the story up as well.
Putting effort into the offline promotion of your company or site can also be rewarding. For example, if you have a business site, make sure its URL is listed on your business cards, letterhead, posters, etc. You could also send out recurring newsletters to clients through the mail letting them know about new content on the company's website.
If you run a local business, adding its information to Google Places will help you reach customers on Google Maps and web search. The Webmaster Help Center has more tips on promoting your local business.
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User’s blogs |
Social media service |
Newsletter, DM, |
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Posters, etc. |
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Online |
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(1) Promoting your site and having quality links could lead to increasing your site’s reputation.
(2) By having your business registered for Google Places, you can promote your site through Google Maps and Web searches.
Glossary
RSS feed
Data including full or summarized text describing an update to a site/blog. RSS is an abbreviation for RDF Site Summary; a service using a similar data format is Atom.
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Best Practices
Know about social media sites
Sites built around user interaction and sharing have made it easier to match interested groups of people up with relevant content.
Avoid:
attempting to promote each new, small piece of content you create; go for big, interesting items 
involving your site in schemes where your content is artificially promoted to the top of these services
Reach out to those in your site's related community
Chances are, there are a number of sites that cover topic areas similar to yours. Opening up communication with these sites is usually beneficial. Hot topics in your niche or community could spark additional ideas for content or building a good community resource.
Avoid:
spamming link requests out to all sites related to your topic area
purchasing links from another site with the aim of getting PageRank instead of traffic
Is your site doing OK? 
Links
Google Places
http://www.google.com/local/add/
Promoting your local business
http://www.google.com/support/webmasters/bin/answer.py?answer=92319
Basics SEO
Structure Site Improving
Content Optimizing
Crawlers with Dealing
Phones Mobile for SEO
Analysis and Promotions
29
Promotions and Analysis
Make use of free webmaster tools
Make Googlebot crawling smoother by using Webmaster Tools
Major search engines, including Google, provide free tools for webmasters. Google's Webmaster Tools help webmasters better control how Google interacts with their websites and get useful information from Google about their site. Using Webmaster Tools
see which parts of a site Googlebot had problems crawling
notify us of an XML Sitemap file
analyze and generate robots.txt files
remove URLs already crawled by Googlebot
specify your preferred domain
identify issues with title and description meta tags
Yahoo! (Yahoo! Site Explorer) and Microsoft (Bing Webmaster Tools) also offer free tools for webmasters.
won't help your site get preferential treatment; however, it can help you identify issues that, if addressed, can help your site perform better in search results. With the service, webmasters can:
understand the top searches used to reach a site
get a glimpse at how Googlebot sees pages
remove unwanted sitelinks that Google may use in results
receive notification of quality guideline violations and request a site reconsideration
High-level analysis is possible via Google Analytics and Website Optimizer
If you've improved the crawling and indexing of your site using Google Webmasters Tools or other services, you're probably curious about the traffic coming to your site. Web analytics programs like Google
Analytics are a valuable source of insight for this. You can use these to:
get insight into how users reach and behave on your site
discover the most popular content on your site
measure the impact of optimizations you make to your site
- e.g. did changing those title and description meta tags improve traffic from search engines?
For advanced users, the information an analytics package provides, combined with data from your server log files, can provide even more comprehensive information about how visitors are interacting with your documents (such as additional keywords that searchers might use to find your site).
Lastly, Google offers another tool called Google Website Optimizer that allows you to run experiments to find what on-page changes will produce the best conversion rates with visitors. This, in combination with Google Analytics and Google Webmaster Tools (see our video on using the "Google Trifecta"), is a powerful way to begin improving your site.
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