Search Engines & Portals
– by Premier Tech
Carnegie Financial Services…
Yifu Diao| Feng Li | Song Luo | Thomas Tay | Vinod Vemuru
Outline
•
•
•
•
Keywords Optimization
Competitor Websites Analysis
Website Redesign
Design Recommendation
Keywords Selection
Search Term
MW
High yield certificates of deposit
W
Search Term
MW
●
Student loans
●
W
High interest checking accounts
●
●
Instant approval loans
●
High interest savings accounts
●
●
Low interest mortgage
●
Online financial services
●
●
Electronic certificates of deposit
●
No fee bank account
●
High yield savings
●
Free checking
●
Payday instant loans
●
●
Refinance mortgage
●
●
Online banking
●
●
●
Online financial tools for investors
Best online bank
●
Online mortgage application
●
Electronic checks
●
Low interest rates
●
Free banking
●
Electronic banking
●
●
Recommended bank
●
Good online banks
●
●
Best returns investment
Low interest loans
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Mortgage rates online
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Keywords Optimization
Keywords Optimization
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 Loans Online Refinance Mortgage
Online Banking High Yield Savings Best Online Bank
Electronic Check Mortgage Application Low Interest Loan
Free Checking Account Online Financial High Interest Savings
+ Product Names
Competitor Website Analysis
We chose the top 5 competitor websites based on the total hits
they fit into the top 10 ranks for each search term
Criterias
Total Clicks
Multiple pages
Keywords in meta tag
Navigation bar
Title tags contain keywords
Sitemap
Bold text
Anchor text with keywords
Title attributes in Links
URL contains keywords
Alt text in images
Hidden text
Links in footer
Document Length
Website Rank
gmacbank
flagstar
ebank
moneynowusa
fineweb
CFS
36
Yes
No
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
No
Yes
Short
1
28
Yes
Yes
Yes
Yes
Yes
Yes
Yes
No
Yes
Yes
No
Yes
Short
2
14
Yes
No
Yes
No
Yes
Yes
Yes
No
Yes
Yes
No
Yes
Midium
3
13
Yes
Yes
Yes
Yes
No
Yes
Yes
No
Yes
No
No
Yes
Midium
4
11
Yes
No
Yes
Yes
No
No
Yes
No
Yes
No
No
Yes
Long
5
4
No
No
Yes
No
No
No
Yes
No
Yes
No
No
No
Long
9
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 <h1> or alt text
• No META or title tags in use
Redesign Trace
• Remove irrelevant content &
• 7-page layout • Headers  <h1>, <h2> tags
• Content are rewritten• Hidden DIV with hidden text
• Hyperlinks
site icon & image bannerfine tune text
• Content is as-is from
the originaltosite
2.0
1.0
•
•
•
•
•
4.0
3.0
6.0
5.0
8.0
7.0
Sitemap
• Hidden DIV with hidden
• Site
footer
with links •toCross
all pages
site anchor links
<META> tags in HTML
head
element
anchor text & links
<TITLE> tags in HTML head element
ALT text in images
<TITLE> tag to anchor links
FINAL
Performance Improvement
Average Score
Average Rank
0.6
600
0.5
500
0.4
400
0.3
300
0.2
200
100
0.1
0
0
v0 v1 v1.5 v2 v3 v4 v5 v6 v7 v8 v9
v0
v1 v1.5 v2
v3
v4
v5
v6
v7
v8
v9
Performance Improvement
3.500
3.000
2.500
2.000
Score Index
Rank Index
1.500
1.000
0.500
0.000
v1.5
v2
v3
v4
v5
v6
v7
v8
v9
 Version 1.0
• Subdivide general page entry to separate ones
Average Score
0.8
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0
Version 0
Version 1
 Version 2.0
•
•
•
•
Sitemap
<META>, <TITLE> tags in Head element
ALT text in images
<TITLE> tag to anchor links
Average Score
0.8
0.7
<title>Free Checking Account - electronic check</title>
0.6
<meta0.5name="description" content="free checking account with free electronic check" />
0.4
0.3
Version
1
<img
src="images/accepted-payment.png"
alt
="eChecking
accepted
modes"
/>
0.2
Version 2
0.1
0
 Version 4.0
• Changed headers to <h1>, <h2> tags
• Hyperlinks to site icon & image banner
• Site footer with links to all pages
<h1>eMortgages - The best mortgage rates</h1>
<div id="footer">
Carnegie Financial
2012 - The Best Online Bank <a href="sitemap.html"
title="CFS
sitemap">Sitemap</a>
<img Services
src="images/accepted-payment.png"
alt="eChecking
accepted
modes" />
<a href="index.html" title="best online bank">The Best Online Bank</a> &nbsp;|&nbsp;
<a href="about.html" title="about online banking">CFS Online Banking</a> &nbsp;|&nbsp;
<a href="checking.html" title="free checking account with electronic check">Free Checking</a> &nbsp;|&nbsp; <br />
&nbsp;|&nbsp;
<a href="savings.html" title="high yield savings">High Yield Savings</a> &nbsp;|&nbsp;
<a href="cds.html" title="electronic ecds">eCDs</a> &nbsp;|&nbsp;
<a href="sitemap.html" title="CFS sitemap">Sitemap</a> &nbsp;|&nbsp;
</div>
• Headers  <h1>, <h2> tags
• Hyperlinks to site icon & image banner
• Site footer with links to all pages
 Version 4.0
Average Score
0.8
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0
Version 2
Version 4
 Version 5.0
OLD…
Old...
• Content are rewritten
 Version 5.0
NEW…
Old...
• Content are rewritten
 Version 5.0
• Content are rewritten
Average Score
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0
Version 4
Version 5
 Version 6.0
• Cross site anchor links
Average Score
0.7
<a href="index.html" title="best online bank">Home</a> |&nbsp;
0.6
<a href="about.html"
title="about online banking">About Us</a> |&nbsp;
<a href="checking.html"
title="free checking account with electronic check">Checking</a> |&nbsp;
0.5
<a href="savings.html" title="high yield savings">Savings</a> |&nbsp;
0.4
<a href="cds.html" title="electronic ecds">Investments & CD</a> |&nbsp;
0.3
<a href="loans.html"
title="low interest loans">Loans</a>|&nbsp;
<a href="mortgage.html" title="refinance mortgage at best mortgage rates">Mortgages</a></div>
Version 5
0.2
0.1
0
Version 6
• Hidden DIV with hidden text
• Hidden DIV with hidden anchor text & links
 Version 8.0
Average Score
<div id="hiddentext" style="display:none;">
free checking account with unlimited free checks and electronic checks eChecks eChecking best
online bank personal loans<p />
0.6
best mortgage rates from the best online bank issue electronic check and electronic checks with
0.5
the free checking account plus high interest savings apply loans online …
</div>
0.4
0.7
0.3
0.2
0.1
Version 6
Version 8
<div id="hiddenlinks" style="display:none;">
<a href="checking.html"
title="refinance mortgage">refinance mortgage</a>
0
<a href="checking.html" title="refinance mortgage">refinance mortgage</a>
…
<a href="checking.html" title="electronic check">electronic check</a>
</div>
 Final Version
• Remove irrelevant content & fine tune text
Average Score
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0
Version 8
Final Version
Design Recommendation…
Do these…
• Use keywords as often as possible
• Use sitemap & footers with links to other pages in the site
• Use anchor text that link to other pages within the site
• Use hidden <div> elements to increase keyword count on the pages
• Use <meta> and <title> tags to describe your site with keywords
Design Recommendation…
Avoid these…
• Redundant and irrelevant content
• 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…