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Google:GoingBacktoBasicsStephenE.
Arnold,2005.
StephenE.
Arnoldwww.
arnoldit.
com1GoogleGoesBacktoBasics:SiteMaps,Relevance,andAdWordsTheinformationinthisarticlewillappearsometimein2005inInformationWorldReview.
Mr.
ArnoldwilldeliverhisGoogleSeminarasapre-con-ferenceeventattheInternationalOnlineShowinLondon,U.
K.
inNovem-ber2005.
UpdatedJune9,2005.
ThebulkofthematerialinthissectioncomesfromtheTheGoogleLegacy:AnAnalysisoftheGooglePlatform,tobepublishedinAugust2005byIn-fonortics,Ltd.
(www.
infonortics.
com),Tetbury,Glou.
Thismaterialispro-videdforreferenceonlyandmaynotberedistributedorrepublishedwithoutthewrittenpermissionofthecopyrightholder,StephenE.
Arnold,PostalBox320,Harrod'sCreek,KentuckyUSA40027.
ConsiderthesituationofU.
S.
softwaredevelopmentcompanyAvidian(www.
avidi-an.
com).
ThecompanywentfromthepeakofGooglerankingsonqueriesforsalesmanagementsoftwaretothemiddleofthestackofabout30,000hits.
Thevicepresi-dentofthecompany,RobertThurmond,said,"Wewentfromthetoptonowhere.
Whatcanwedo"Anotherdifferentchallengeteststheseniormanagementofa$200millionfinancialservicesfirm.
Theirsitewww.
theleasinggroup.
comisintheGoogleindexfourtimes.
ThescreenshotwiththisarticleshowswhattheGooglecachehasstoredforthisWebsite.
RobertCallendar,thepresidentofTheLeasingGroupsaid,"Wepayacompanytooptimiseourpages.
Howcanthishappen"Thesearetwodifferentproblemsandrepresenttheoppositeendsofthechallengefac-ingthosewhowantahighGoogleranking.
Oneonehand,AvidianhasfollowedalloftheSEO(searchengineoptimizationrules).
Thesearethetipsandtacticshosedoutinonlinefora,conferences,books,seminars,andWebinarsconstantly.
Ontheotherhand,TheLeasingGrouphasaWebsitethatGooglecannotseeclearly.
ThenotionofepitomizingthesitetomakeitindexablebyGooglehasnotturnedintoGoogle-friendlyWebpages.
Betweenthesetwoextremesaremostoftheestimated10to15billionpublicly-acces-sibleWebpages.
InJune2004,Googleintroduceditsautomatedsitemapfunction.
ThisservicerequiresasnippetofcodeontheWebsite.
ThecodecallstheGoogle-generatedsitemap.
Theideaisthatsomethingasbasicassitemapsisnotavailableformanysites.
(Forinfor-mationabouttheGoogleSitemapProtocol,see.
www.
google.
com/webmasters/sitem-SomeInformationfromTheGoogleLegacyPublishedbyInfonortics,Ltd.
www.
infonortics.
comStephenE.
Arnoldwww.
arnoldit.
com2sps/docs/en/protocol.
html)Googleoperatesasaloon-doorbusiness.
Gothroughthedooroneway,andGooglewillindexaWebsitewithoutcharge.
Offerrichcontentandobservesomecommonsenserules,andGooglewilldisplayhitsonthatsitehigherintheresultsforaquery.
Gothroughthesaloondoortheotherway,andGooglewillsellAdWordstotheWebsiteowner.
AnAdWordisatextadvertisementthatappearsalongsidethelistofGoo-glesearchresults.
Clickthroughratesvarybymessage,butingeneral,AdWords'cus-tomerreporttrafficrangingfromseveraldozenvisitorstothousands.
ThegotchaisthatAdWordsarenotfree.
Customersbidonaword,depositmoneyinanAdWordsac-count,andmanagethedetails.
Thequestionarises,"HowdoesGooglebalancetheneedtoindexobjectivelywiththerapidly-growingpay-for-trafficbusiness"Atthistime,Googleprovidesnodefiniteanswer.
Sincetheinitialpublicoffering,Googleprovidesanabundanceoftechnicalinformationbutmodestamountsabouttheirbusinessprocessesandstrategies.
ExpectGoogletowafflewithregardtorelevancehelpingtodriveAdWordsalesandAdWordsalesrelevancetothePageRankalgorithm.
TheseareseparatesidesofGoogle'shouse,butlike,certainmysterioussubatomicparticlesapparentlylinkedininexplicableThisisfromtheGooglecachefortheLeasingGroup.
com.
What'sim-mediatelyevidentisthattheGooglebotspiderhaslittlesubstantivecontenttoindex.
ContentmanagementsystemscangenerateWebpagesthatdefeateventhemostrobustindexingalgorithms.
Thefixistocraftpagesthatpresentmeaningfulcontent,properlytagged,andrefreshedwithmeaningfulupdates.
What'sthismeanDoublework.
TheCMSgeneratesWebpagesandthenapersonmustcreatethe"flatASCII"pagesthatthespiderscanindex.
Google:GoingBacktoBasicsStephenE.
Arnold,2005.
StephenE.
Arnoldwww.
arnoldit.
com3ways.
Thebestwaytohandletheswingingdoorsetupistogobackandforth.
WebmasterswillwanttosetupWebpagestoprovidetheGoogleindexingsystemorGooglebotwiththedataitneedstoindexasite,rankitappropriately,andupdatetheindexwhenthesitechanges.
TheSEOindustrywilladjusttohelpitscustomersadjusttoGoogle's"backtobasics"initiative.
Thesitemapisastartingpoint.
Googlewillalmostcertainlyadjustitsindex-ingalgorithm,tuneitsfrauddetectionroutines,andprovidemorepointersforWebmasters.
SomeWebsitesare,atleasttotheGooglebot,invisible.
Forexample,sitesgeneratedbysomecontentmanagementsystemsmakeitcomputationally-expensiveforGoogletofigureoutifapageisanewpageorthesameoldpagewithadifferentsessioniden-tificationnumber.
Othersitesexistonlywhenauserclicksalink.
Someofthesoon-to-be-releasedDotNet2.
0contentmanagementsystemspresentthistypeofhurdletotheGooglebot.
Spidersrequirespecializedscriptstohandlecertaintypesofdynamicsites.
ThefirstorderofbusinessistomakesomesitesvisibletotheGooglebotandotherspi-ders.
SEOexperts,however,havebeenadvisingclientsonwaystotakeadvantageofGoo-gle'sPageRankalgorithm.
GoogleappearstopenalizeWebsitesthatover-optimize.
"Over-optimization"meansasystematicpracticeoftweakingaWebsitesothatitap-pearsashighinalistofhitsaspossible.
Whatareover-optimizationsinsSomeareobviouslikepackingtoomanywordsinmetatags.
Othersaredeviouslikecreatingwhatappearstoberichcontentbutiscon-tentsnaggedfromanotherWebsite.
Pokingone'sheadintoasearchengineoptimiza-tionteleconferencewillyieldotherideas.
TheGooglesitemappushisasignalthatWebsitesneedtodosomebasicthingswell.
Here'salistofsixtipsthatseemtomatchcloselywithGoogle'ssuggestionstoWebpagedevelopers:1.
Frames.
GoogleusestheseinGoogleMaps,GooglePrint,GoogleScholar.
Youaren'tGoogle.
Switchtotables.
2.
Cleancode.
Usevalidator.
w3.
orgorbuyavalidationtool.
ThesearebuiltintosomeeditorslikeNamoVersion6orspend$200forWebPositionGoldorIBP8.
3.
Freshisbest.
Updatecontent.
Stalecontenttranslatestorankingdownchecks.
4.
Solidcontentwithoutcopyrightheadaches.
Useful,relevant,factual,relatedcontentmeansastraightsemanticvectortoGoogle.
Unrelatedcontent,linguisticspoofstofoolGoogle,andcopyrightviolationsthatGoogledetectscansendasitetothebottomoftheresultslistorworse,removedfromtheGoogleindex.
SomeInformationfromTheGoogleLegacyPublishedbyInfonortics,Ltd.
www.
infonortics.
comStephenE.
Arnoldwww.
arnoldit.
com45.
CanyousayittoyourmotherIfthereisanythingonyoursiteyoucan'tsaytoyourmother,removeit.
6.
In-boundlinks.
Worktogetotherhightrafficsitestolinktoyou.
Agoodlinkisalist-ingintheYahoo!
orDMOZservice.
AbadlinkisanythingthathasanXXXonitssite.
Googleisaninterestingcompany.
Itwarrantscloseattentionfromdevelopers,users,andpublishers.
Watchingswingingdoorscloselyisthefirststepingettingthroughthemwithoutgettingaknockonthenose.
June9,2005
Arnold,2005.
StephenE.
Arnoldwww.
arnoldit.
com1GoogleGoesBacktoBasics:SiteMaps,Relevance,andAdWordsTheinformationinthisarticlewillappearsometimein2005inInformationWorldReview.
Mr.
ArnoldwilldeliverhisGoogleSeminarasapre-con-ferenceeventattheInternationalOnlineShowinLondon,U.
K.
inNovem-ber2005.
UpdatedJune9,2005.
ThebulkofthematerialinthissectioncomesfromtheTheGoogleLegacy:AnAnalysisoftheGooglePlatform,tobepublishedinAugust2005byIn-fonortics,Ltd.
(www.
infonortics.
com),Tetbury,Glou.
Thismaterialispro-videdforreferenceonlyandmaynotberedistributedorrepublishedwithoutthewrittenpermissionofthecopyrightholder,StephenE.
Arnold,PostalBox320,Harrod'sCreek,KentuckyUSA40027.
ConsiderthesituationofU.
S.
softwaredevelopmentcompanyAvidian(www.
avidi-an.
com).
ThecompanywentfromthepeakofGooglerankingsonqueriesforsalesmanagementsoftwaretothemiddleofthestackofabout30,000hits.
Thevicepresi-dentofthecompany,RobertThurmond,said,"Wewentfromthetoptonowhere.
Whatcanwedo"Anotherdifferentchallengeteststheseniormanagementofa$200millionfinancialservicesfirm.
Theirsitewww.
theleasinggroup.
comisintheGoogleindexfourtimes.
ThescreenshotwiththisarticleshowswhattheGooglecachehasstoredforthisWebsite.
RobertCallendar,thepresidentofTheLeasingGroupsaid,"Wepayacompanytooptimiseourpages.
Howcanthishappen"Thesearetwodifferentproblemsandrepresenttheoppositeendsofthechallengefac-ingthosewhowantahighGoogleranking.
Oneonehand,AvidianhasfollowedalloftheSEO(searchengineoptimizationrules).
Thesearethetipsandtacticshosedoutinonlinefora,conferences,books,seminars,andWebinarsconstantly.
Ontheotherhand,TheLeasingGrouphasaWebsitethatGooglecannotseeclearly.
ThenotionofepitomizingthesitetomakeitindexablebyGooglehasnotturnedintoGoogle-friendlyWebpages.
Betweenthesetwoextremesaremostoftheestimated10to15billionpublicly-acces-sibleWebpages.
InJune2004,Googleintroduceditsautomatedsitemapfunction.
ThisservicerequiresasnippetofcodeontheWebsite.
ThecodecallstheGoogle-generatedsitemap.
Theideaisthatsomethingasbasicassitemapsisnotavailableformanysites.
(Forinfor-mationabouttheGoogleSitemapProtocol,see.
www.
google.
com/webmasters/sitem-SomeInformationfromTheGoogleLegacyPublishedbyInfonortics,Ltd.
www.
infonortics.
comStephenE.
Arnoldwww.
arnoldit.
com2sps/docs/en/protocol.
html)Googleoperatesasaloon-doorbusiness.
Gothroughthedooroneway,andGooglewillindexaWebsitewithoutcharge.
Offerrichcontentandobservesomecommonsenserules,andGooglewilldisplayhitsonthatsitehigherintheresultsforaquery.
Gothroughthesaloondoortheotherway,andGooglewillsellAdWordstotheWebsiteowner.
AnAdWordisatextadvertisementthatappearsalongsidethelistofGoo-glesearchresults.
Clickthroughratesvarybymessage,butingeneral,AdWords'cus-tomerreporttrafficrangingfromseveraldozenvisitorstothousands.
ThegotchaisthatAdWordsarenotfree.
Customersbidonaword,depositmoneyinanAdWordsac-count,andmanagethedetails.
Thequestionarises,"HowdoesGooglebalancetheneedtoindexobjectivelywiththerapidly-growingpay-for-trafficbusiness"Atthistime,Googleprovidesnodefiniteanswer.
Sincetheinitialpublicoffering,Googleprovidesanabundanceoftechnicalinformationbutmodestamountsabouttheirbusinessprocessesandstrategies.
ExpectGoogletowafflewithregardtorelevancehelpingtodriveAdWordsalesandAdWordsalesrelevancetothePageRankalgorithm.
TheseareseparatesidesofGoogle'shouse,butlike,certainmysterioussubatomicparticlesapparentlylinkedininexplicableThisisfromtheGooglecachefortheLeasingGroup.
com.
What'sim-mediatelyevidentisthattheGooglebotspiderhaslittlesubstantivecontenttoindex.
ContentmanagementsystemscangenerateWebpagesthatdefeateventhemostrobustindexingalgorithms.
Thefixistocraftpagesthatpresentmeaningfulcontent,properlytagged,andrefreshedwithmeaningfulupdates.
What'sthismeanDoublework.
TheCMSgeneratesWebpagesandthenapersonmustcreatethe"flatASCII"pagesthatthespiderscanindex.
Google:GoingBacktoBasicsStephenE.
Arnold,2005.
StephenE.
Arnoldwww.
arnoldit.
com3ways.
Thebestwaytohandletheswingingdoorsetupistogobackandforth.
WebmasterswillwanttosetupWebpagestoprovidetheGoogleindexingsystemorGooglebotwiththedataitneedstoindexasite,rankitappropriately,andupdatetheindexwhenthesitechanges.
TheSEOindustrywilladjusttohelpitscustomersadjusttoGoogle's"backtobasics"initiative.
Thesitemapisastartingpoint.
Googlewillalmostcertainlyadjustitsindex-ingalgorithm,tuneitsfrauddetectionroutines,andprovidemorepointersforWebmasters.
SomeWebsitesare,atleasttotheGooglebot,invisible.
Forexample,sitesgeneratedbysomecontentmanagementsystemsmakeitcomputationally-expensiveforGoogletofigureoutifapageisanewpageorthesameoldpagewithadifferentsessioniden-tificationnumber.
Othersitesexistonlywhenauserclicksalink.
Someofthesoon-to-be-releasedDotNet2.
0contentmanagementsystemspresentthistypeofhurdletotheGooglebot.
Spidersrequirespecializedscriptstohandlecertaintypesofdynamicsites.
ThefirstorderofbusinessistomakesomesitesvisibletotheGooglebotandotherspi-ders.
SEOexperts,however,havebeenadvisingclientsonwaystotakeadvantageofGoo-gle'sPageRankalgorithm.
GoogleappearstopenalizeWebsitesthatover-optimize.
"Over-optimization"meansasystematicpracticeoftweakingaWebsitesothatitap-pearsashighinalistofhitsaspossible.
Whatareover-optimizationsinsSomeareobviouslikepackingtoomanywordsinmetatags.
Othersaredeviouslikecreatingwhatappearstoberichcontentbutiscon-tentsnaggedfromanotherWebsite.
Pokingone'sheadintoasearchengineoptimiza-tionteleconferencewillyieldotherideas.
TheGooglesitemappushisasignalthatWebsitesneedtodosomebasicthingswell.
Here'salistofsixtipsthatseemtomatchcloselywithGoogle'ssuggestionstoWebpagedevelopers:1.
Frames.
GoogleusestheseinGoogleMaps,GooglePrint,GoogleScholar.
Youaren'tGoogle.
Switchtotables.
2.
Cleancode.
Usevalidator.
w3.
orgorbuyavalidationtool.
ThesearebuiltintosomeeditorslikeNamoVersion6orspend$200forWebPositionGoldorIBP8.
3.
Freshisbest.
Updatecontent.
Stalecontenttranslatestorankingdownchecks.
4.
Solidcontentwithoutcopyrightheadaches.
Useful,relevant,factual,relatedcontentmeansastraightsemanticvectortoGoogle.
Unrelatedcontent,linguisticspoofstofoolGoogle,andcopyrightviolationsthatGoogledetectscansendasitetothebottomoftheresultslistorworse,removedfromtheGoogleindex.
SomeInformationfromTheGoogleLegacyPublishedbyInfonortics,Ltd.
www.
infonortics.
comStephenE.
Arnoldwww.
arnoldit.
com45.
CanyousayittoyourmotherIfthereisanythingonyoursiteyoucan'tsaytoyourmother,removeit.
6.
In-boundlinks.
Worktogetotherhightrafficsitestolinktoyou.
Agoodlinkisalist-ingintheYahoo!
orDMOZservice.
AbadlinkisanythingthathasanXXXonitssite.
Googleisaninterestingcompany.
Itwarrantscloseattentionfromdevelopers,users,andpublishers.
Watchingswingingdoorscloselyisthefirststepingettingthroughthemwithoutgettingaknockonthenose.
June9,2005
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