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Google's Search Engine Optimization Starter Guide (part 6) - Promotions and Analysis

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VI. PROMOTIONS AND ANALYSIS

1. 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.

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.

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.

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

Links

Google Places
http://www.google.com/local/add/
Promoting your local business
http://www.google.com/support/webmasters/bin/answer.py?answer=92319

2. 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 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:

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
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

Yahoo! (Yahoo! Site Explorer) and Microsoft (Bing Webmaster Tools) also offer free tools for webmasters.

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.

Google Webmaster Help Forum
http://www.google.com/support/forum/p/webmasters/
Have questions or feedback on our guide? Let us know.

Google Webmaster Central Blog
http://googlewebmastercentral.blogspot.com/
Frequent posts by Googlers on how to improve your website.

Google Webmaster Help Center
http://www.google.com/support/webmasters/
Filled with in-depth documentation on webmaster-related issues.

Google Webmaster Tools
https://www.google.com/webmasters/tools/
Optimize how Google interacts with your website.

Google Webmaster Guidelines
http://www.google.com/webmasters/guidelines.html
Design, content, technical, and quality guidelines from Google.

Google Analytics
http://www.google.com/analytics/
Find the source of your visitors, what they're viewing, and benchmark changes.

Google Website Optimizer
http://www.google.com/websiteoptimizer/
Run experiments on your pages to see what will work and what won't.

Tips on Hiring an SEO
http://www.google.com/support/webmasters/bin/answer.py?answer=35291
If you don't want to go at it alone, these tips should help you choose an SEO company.

Links

Google Trifecta
http://www.youtube.com/watch?v=9yKjrdcC8wA

This booklet is also available in PDF format. You can download the PDF version at ...
http://www.google.co.jp/intl/en/webmasters/docs/search-engine-optimization-starter-guide.pdf
Except as otherwise noted, the content of this document is licensed under the Creative Commons Attribution 3.0 License.