optimization for google search
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SSP Annual Meeting, Arlington1 June 2012
Kevin CohnVice President of Operations
Or, How Not to Get Dropped
Optimization for Google Search
@Atypon
2 Optimization for Google Search
• 12.5 million journal articles
• 50,000 eBooks
• 3,200 mobile journals
• 950,000 active mobile users
3
Atypon by the Numbers
Optimization for Google Search
• Get the web logs for a full month of requests
• Identify the URI patterns and redirect them
• Replay the web logs against the new website
• Flag the URIs that result in a 404 and fix them
• Rinse and repeat
• Bonus: Real-world performance testing
4 Optimization for Google Search
Transition
Google’s Policy
5
Google indexes only what is fully accessible to every Google user. If there are restrictions placed on viewing a particular web page, Google will not index that web page.
Optimization for Google Search
Google will index the full text of scholarly articles if and only if every Google user clicking on a scholarly article search result directly and immediately sees, at a minimum, the complete author-written abstract or a readable image of the first full page of text.
Google will index the full text of scholarly articles if and only if every Google user clicking on a scholarly article search result directly and immediately sees, at a minimum, the complete author-written abstract or a readable image of the first full page of text.
Google’s Policy
6 Optimization for Google Search
• Research articles
• Review articles
• Case reports
• NOT editorials
• NOT letters
• NOT news
Scholarly Articles
7 Optimization for Google Search
Directly and Immediately
8 Optimization for Google Search
• Written by the author and complete (e.g., not just the first 100 words)
• NOT an extract (e.g., the first 100 words of an author-written abstract)
• NOT an expert-written (but not author-written) summary
Complete Author-Written Abstract
9 Optimization for Google Search
What If...?
10 Optimization for Google Search
12
Danger, Will Robinson!
Optimization for Google Search
Google performs automated checks and removes the entirely of offending websites from Google search products for up to nine months.
• Clear guidelines
• Maximize discoverability
• Absolutely minimize risk
Our Goals
13 Optimization for Google Search
First Click Free
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Google will index the full text even if an acceptable free preview is not available and even if the article is not scholarly, but every Google user clicking on such a search result receives free access to it, up to five (5) free results per user per day.
Optimization for Google Search
What Google Can Index15
Scholarly ArticlesScholarly Articles
Acceptable free previewAcceptable free preview
Scholarly ArticlesScholarly Articles
Yes No
First Click Free
Yes Full text Full text
First Click Free
No Full text Preview only
Optimization for Google Search
What Google Can Index16
Non-Scholarly ArticlesNon-Scholarly ArticlesNon-Scholarly ArticlesNon-Scholarly Articles
First Click Free
Yes Full text
First Click Free
No Preview only
Optimization for Google Search
• Every article can be indexed
• Behavior is configurable
• Guaranteed compliance *
Summary
17 Optimization for Google Search
Thank You
18 Optimization for Google Search
KCohn@Atypon.com
Kevin CohnVice President of Operations
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