1. Search Engine Know- How: How To Optimize Your Content, Navigation Pages, & Documents For Search Engines

2. Introduction Content Pages Navigation Pages PDF Files –Appear in appropriate format –Appear at appropriate time/place

3. What is Searched Title Description Keywords Alt Tags Links Body text

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

5. HTML Content

6. HTML Content – Meta Tags Title Field Description Field Keywords Field

7. HTML Content – Body Field

8. HTML Content – Alt Tags on Images When adding image as an asset to the database:

9. HTML Content – Alt Tags on Images In WebEdit Pro: Include the Alt Tag by using the Title field. It turns into the Alt Tag. When using another HTML generator, make certain the Alt Tag is included:

10. HTML Content – Link Text of Links Make your link text meaningful and you will get more search engine hits. At the same time you will be ADA Compliant.

11. Navigation or Page Layout Pages -Text on the page = body text -Links on the page = link text -Category descriptions = description fields

12. Navigation or Page Layout Pages Category Descriptions Three categories involved:

13. Navigation or Page Layout Pages Category Descriptions Navigation Category (left nav): This description tells the customer what the category is about.

14. Navigation or Page Layout Pages Category Descriptions Component Category (Intro or Top Box): This description is only for internal purposes. Changing the description will help the page ranking in the search engine.

15. Navigation or Page Layout Pages Category Descriptions Component Category (Content): This description is only for internal purposes. Changing the description will help the page ranking in the search engine.

16. Navigation or Page Layout Pages Link Text Title Field This becomes the link text for HTML content type: Link Text Field This becomes the link text for Link content type:

17. PDF Files – In Acrobat You can compose the Title, Description and Keywords by opening the Document Properties.

18. PDF Files – In Acrobat Go to Additional Metadata - you will see the actual Metadata fields.

19. PDF Files – In Acrobat Enter the desired information in the metadata Title, Author & Keywords fields. This is what displays in the Search Results. Note: When you convert a Word doc to PDF, it automatically fills in the Document Title with the phrase “Microsoft Word -” and the initial text of the document. You should edit or change the Document Title.

20. PDF Files – In Acrobat After you complete the Metadata, you will see that it is in the fields on the Description Tab on the main screen. You can simply complete the fields on this screen.

21. PDF Files – In Word Prior to Conversion to PDF You can complete the Metadata information in Word, prior to converting the document to PDF and the information will be carried over to PDF for you. Access the Document Properties Screen

22. PDF Files – In Word Prior to Conversion to PDF Complete the Title, Subject and Keywords fields. Keywords or phrases need to be placed in quotes.

23. PDF Files – In Word Prior to Conversion to PDF Results in PDF file after conversion.

24. PDF Files – In Excel Prior to Conversion to PDF The same thing applies to Excel documents. Open the Document Properties.

25. PDF Files – In Excel Prior to Conversion to PDF Complete the Title, Subject and Keyword fields.

26. PDF Files – In Excel Prior to Conversion to PDF After conversion to PDF, the appropriate fields will be completed.

27. What Shows Up In Search Results Michigan.gov Search Engine HTML Example: The title field of the first result The description field of the first result

28. What Shows Up In Search Results Michigan.gov Search Engine The first HTML result:

29. What Shows Up In Search Results Michigan.gov Search Engine PDF Example: Note the title that is coming from the title field in the PDF Document Properties. Since no other metadata is filled in, the description is coming from the body of the PDF file.

30. Google Example Search on the words Jingle Ball and Michigan - The results are returned with the Page title and the first phrase in the body that shows the search words in close proximity.

31. Google Example First Result (Navigation page)

32. Yahoo Example Search on the words Jingle Ball and Michigan - The results are returned with the Page title and the first phrase in the body that shows the search words in close proximity.

33. Yahoo Example The second search result (the first result is no longer available)

34. Key Factors to Remember ALL elements must be considered –HTML content –Link text –Category descriptions –Alt Text –PDF attributes When preparing documents for conversion to PDF you should create meta-data ahead of time: –File > Properties

35. Questions?