Keywords and Search Results

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Keywords and Search ResultsUpcoming Updates

• August 30, 2011

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The Big Three
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Search Engines

• Google, Bing and Yahoo!
• Algorithmic crawling
• Not every page is looked at
• Distance from root may determine whether or not a
  page is crawled

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MSN - Bing

• Fairly new
• Bad at differentiating between natural/artificial
  links
• Analysis sucks, so place too much weight on page
  content
• Likes recent links

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Yahoo!

• Better than MSN but not as good as Google at
  determining if a link is natural/artificial
• Ton of internal and paid content biased toward
  commercial results

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Google

• Better than the other engines at determining if a
  link trueness
• Biased towards information resources
• Old sites trusted too much
• Aggressive filters for duplicate/similar content
• Pages with heavy keyword focus, e.g. keyword
  spamming, cause page to rank lower than pages
  with single or few references.

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Search Results

• michigan driver license
• Each of the three had Ad as first result
• Michigan Drivers License
• Get the Test Questions Answers All 50 States.
  See what others say!
• www.TestQuestionsAndAnswers.com
• Google and Yahoo! had correct link listed second
• Bing had news articles second and correct link
  third
• MSFT, GOOG, YHOO are for-profit

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Keywords and SEO

• Search Engine Optimization
• michigan food stamps example

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Black vs White

• Spamdexing
• Hidden text/keywords
• Cloaking
• BMW and Ricoh (2006)

• Conform to SE guidelines
• Create content for users not search engines
• Make content easily accessible crawlers

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Google Search Appliances

• Google Search Tool can Provide Reports on Top
  Search Terms
• How to Make Search Better
• Tagging Content using Keywords and Descriptions
• Add Metadata to Documents

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Content Keywords
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Category Keywords
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Documents

• Add Metadata to Documents
• 2004 presentation
• Documents and Settings a user feature
• Public spell-check goes a long way, but

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Michigan.Gov GSAs

• Implement XML feed imports in the GSA to add more
  information to documents (PDF, DOC, XLS etc)
  returned in the results.
• Setting up the Duplicate Hosts configuration to
  recognize crawled servers.
• Use the correct Meta tags for Document Dates.
• Using an intelligent switch so that it will
  automatically switch to the other GSA if the
  Primary fails.

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On the Feature Horizon

• What is coming? (Q4 2011)
• New version of the mobile site
• New video player
• Forgot Your Password for CMA
• Content versioning
• Extended user management for Site Admins

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Questions?
Rick Peterson petersonr_at_michigan.gov