Search Engines & Portals – by Premier Tech Yifu Diao| Feng Li | Song Luo | Thomas Tay | Vinod Vemuru Carnegie Financial Services…

Keywords Optimization Competitor Websites Analysis Website Redesign Design Recommendation Outline

Keyword Expansion Keyword Selection Optimize with “Google Insight” Get Final Result Optimization Steps

Keywords Selection

Keywords Optimization

Optimization Result Finally we chose 17 optimized search terms and all the further search engine optimization are based on these terms Best Mortgage Rates Best Online Bank High Yield Savings Loans Online Online Banking Online Financial Electronic Check Low Interest Loan Refinance Mortgage Free Checking Account Mortgage Application High Interest Savings + Product Names

Competitor Website Analysis CriteriasgmacbankflagstarebankmoneynowusafinewebCFS Total Clicks Multiple pagesYes No Keywords in meta tagNoYesNoYesNo Navigation barYes Title tags contain keywordsYes NoYes No SitemapYes No Bold textYes No Anchor text with keywordsYes Title attributes in LinksYesNo URL contains keywordsYes Alt text in imagesYes No Hidden textNo Links in footerYes No Document LengthShort Midium Long Website Rank We chose the top 5 competitor websites based on the total hits they fit into the top 10 ranks for each search term

Major Faults in CFS Site Layout Single page document = too many keywords in one page No interlinking system, no anchor links, no navigation bar Content No focus in keywords on pages Excess words that are irrelevant to core search terms Pages not optimized, no identification of keywords HTML Content No appropriate tags like or alt text No META or title tags in use

Redesign Trace 7-page layout Content is as-is from the original site 7-page layout Content is as-is from the original site Sitemap tags in HTML head element ALT text in images tag to anchor links Sitemap tags in HTML head element ALT text in images tag to anchor links 3.0 Headers , tags Hyperlinks to site icon & image banner Headers , tags Hyperlinks to site icon & image banner 4.0 Site footer with links to all pages 5.0 Content are rewritten 6.0 Cross site anchor links 7.0 Hidden DIV with hidden text 8.0 Hidden DIV with hidden anchor text & links FINAL Remove irrelevant content & fine tune text

Performance Improvement Average ScoreAverage Rank

Performance Improvement

 Version 1.0 Subdivide general page entry to separate ones Average Score

 Version 2.0 Sitemap, tags in Head element ALT text in images tag to anchor links Free Checking Account - electronic check

 Version 4.0 Carnegie Financial Services The Best Online Bank Sitemap The Best Online Bank | CFS Online Banking | Free Checking | | High Yield Savings | eCDs | Sitemap | Changed headers to, tags Hyperlinks to site icon & image banner Site footer with links to all pages eMortgages - The best mortgage rates

 Version 4.0 Headers , tags Hyperlinks to site icon & image banner Site footer with links to all pages Average Score

 Version 5.0 Content are rewritten Old...OLD…

 Version 5.0 Content are rewritten Old...NEW…

 Version 5.0 Content are rewritten Average Score

 Version 6.0 Cross site anchor links Home | About Us | Checking | Savings | Investments & CD | Loans | Mortgages Average Score

 Version 8.0 Hidden DIV with hidden text Hidden DIV with hidden anchor text & links free checking account with unlimited free checks and electronic checks eChecks eChecking best online bank personal loans best mortgage rates from the best online bank issue electronic check and electronic checks with the free checking account plus high interest savings apply loans online … refinance mortgage … electronic check Average Score

 Final Version Remove irrelevant content & fine tune text Average Score

Design Recommendation… Use keywords as often as possible Use images and JavaScript to conceal irrelevant content Use a sitemap Use footers with links to other pages in the site Use anchor text that link to other pages within the site Use machine readable alternatives such as “alt” tags for images Keep content in each page focused and concise Use hidden elements to increase keyword count on the pages Look at competitors and other sites to validate your keyword selection Use Google Insights to help you choose better keywords Consider keywords that are specific to the target area Use and tags to describe your site with keywords Do these… Use sitemap & footers with links to other pages in the site Use anchor text that link to other pages within the site Use and tags to describe your site with keywords Use hidden elements to increase keyword count on the pages Use keywords as often as possible

Design Recommendation… Avoid these… Redundant and irrelevant content  Avoid redundant and irrelevant content  Avoid writing more than one distinctive content into a single page  Avoid writing more than necessary  Be careful to not conceal keywords within images and JavaScript  Avoid using too many out links to other pages outside your site  Avoid overuse of the hidden elements since they add to word count  Avoid using extremely long pages of word content  Do not try to be the top in everything, since it degrades overall rankings  Avoid using common search terms that conflict with competition  Avoid keeping your keyword selection too big or too limited  Avoid going into optimization without a target audience or prioritization  Avoid using a keyword selection that is not validated using tools or user studies Conceal keywords within images and JavaScript Using too many out links to other pages outside your site Keeping your keyword selection too big or too limited Going into optimization without a target audience or prioritization

Thank you. Questions are welcome Carnegie Financial Services…