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Month: September 2009

SEO Evaluation of an Archival Website: Looking at UMBC’s Digital Collections

Flickr Commons: Do-it-yourself-womanEach week brings announcements of archives launching new websites. Today both my email and Twitter told me about  University of Maryland, Baltimore County’s new Digital Collections site. Who can resist peeking at new materials available online?

I have spent much of the past year learning the details of Search Engine Optimization. Usually shortened to SEO, this simply refers to the use of techniques which improve the traffic sent to a website via organic search. Want your webpage to show up at the top of the list for a specific search in Google? You want to work on your SEO.

So when I look at new archives website, I can’t help but keep an eye open for how well the site is optimized for search engines.

I hope that UMBC will forgive me for nitpicking their new site. A lot of their choices are great for SEO,  but they also have room for improvement.

Things Done Well for SEO

  • Home Page Title & Description: The site’s home page has a good meta description. This is the text displayed below the link on a search results page – as shown below:UMBC Digital Collection Google Result
  • Unique Page Titles At Collection Level: Each photography collection homepage has a unique page title and a nice block of explanatory text. Google can only read words – so the more unique text on a page, the better the job Google can do in figuring out what your page is about. Example: Ardsley Park Album
  • Good anchor text: (also known as link text) The words used in anchor text tells search engines information about the destination page. For example, the blue text below is anchor text. UMBC Anchor Text Example

Areas for SEO Improvement

  • Unique Page Titles At Item Level: Individual images and documents all use a generic page title such as ‘UMBC | Digital Archive | Document Viewer’. Document Example: Accidental Death of an Anarchist Image Example: 10 year old Bootblack
  • H1 Tags: In the HTML of each page, the dominant heading of the page should use the <h1> tag. This helps Google know the phrase you are targeting with this page. It is your 2nd best place to emphasize your content after the page title. In the case of the item pages, there seems to often be a headline type title at the top of the page – but it currently is not an demarcated with an <h1> tag.
  • Think About Search Results and Indexing: Pages displaying results of internal searches on your site are not likely to be useful as indexed pages in Google. The thinking here is that they can dilute the focus on the item and collection level pages on your site if Google also has many search results pages in the index. If UMBC wanted their search pages to be indexed, then those pages’ URLs should be simplified and the search results pages need a page title that somehow includes the search criteria. There are two ways that I know of to disable this indexing – blocking via the site’s robots.txt file or via a robots meta tag in the header of the search results page. Both of these methods tell obliging search engines to not crawl certain parts of your site.

Final Thoughts

There are plenty of other things that UMBC could do to support this new website. They could create an XML sitemap of all their pages and submit it to Google (maybe they already have). They might re-title some of their pages based on using a tool like Google Insight to see what variations of a phrase is searched on most frequently. My goal here was to give you a taste of the sorts of things that catch my eye. Also, SEO is still more of an art than a science – so you will sometimes notice that what one SEO expert recommends is the opposite of what the next expert would tell you.

In many cases changes, such as the Unique Page Title at the Item Level mentioned above, may not even be possible due to software or programmer resource limitations. The trick is to take advantage of every option that is available. There are also trade-offs to be made. UMBC’s site provides some very slick interfaces for viewing the details of a group of documents, such as theater programs and other materials related to a theatrical production. The imlementation elegantly handles the situation of multiple scanned images which relate to a coherent set of documents. Sometimes you can’t have both your innovative UI and perfect SEO. Then it gets down to what your goals are for your website. Are you trying to make a specific community of existing users happy by providing them with tools they can use? Or does your mission focus more on reaching out to a broader audience?

There is no silver bullet to search engine optimization. It just takes knowledge of the available tools and techniques combined with a willingness to keep learning and experimenting. Like the ‘Do-It-Yourself-Woman‘ pictured above in the Nationaal Archief‘s photo I found out on the Flickr Commons, you too can learn the basics and do-it-yourself. A great starting point is Google’s free SEO Guide. Also, please remember that the best time to plan your SEO strategy is before you have built your site in the first place!

I would love to do research on how much progress archives websites can make in their organic search traffic after SEO improvements. My thinking is to take a snapshot of a month of analytics (the statistics that tell you how many people are visiting your website) and then apply some SEO inspired changes. After a suitable delay (it takes some time for SEO to do its job) we consider another month of analytics to determine any change in organic traffic.

Do you want me to do a quick review of your archives website to see if there is room for SEO improvement? Please contact me or add a comment to this post. I feel like there is a conference presentation in all this if we can find a good set of websites to optimize.

Finally, thank you to unsuspecting UMBC – your new website really is beautiful.

Image credit: Doe-het-zelf vrouw /Do-it-yourself-woman from Nationaal Archief on Flickr Commons.

A History of Our Own, Representing Communities and Identities on the Web (SAA09: Session 202)

LOC Flickr Commons: Sylvia Sweets Tea RoomAndrew Flinn, University College London (UCL), was the second speaker during SAA09’s Session 202 with his presentation ‘A History of Our Own, Representing Communities and Identities on the Web’. Flinn began with the idea that archives are “a place for creating and re-working memory”. While independent community archives are constituted around many purposes, Flinn’s main interest is in communities focused on absences and mis-representation of a group or event in history. Communities in which there is a cultural, politcal, or artistic activism. Some of these communities may be considered ‘movements’.

How should/can archivists support local archiving activities?

Part of the challenge of online communities is the need to capture the interactions in order to not loose the full picture. The National Listing of Community Archives in the UK‘s website states that they “seek to document the history of all manner of local, occupations, ethnic, faith and other diverse communities”.

The UCL’s International Centre for Archives and Records Management Research and User Studies (ICARUS) “brings together researchers in user access and description, community archives and identity, concepts and contexts of records and archives, and information policy”. Flinn is the Principal Investigator on the ICARUS project Community archives and identities which focuses on in depth interviews of 4 institutions which are “documenting and sustaining community heritage”.

These are some example online community sites:

Main Findings

  • proceed from a position that ‘knowing your own history’ is beneficial their communities as well as to the public at large
  • the quality of the work is done by individual passion and sacrifice, voluntary
  • there is ambivalence to/about the mainstream archives sector — keen to work with mainstream archives, but scarred by past bad experiences
  • good practices now could lead to partnerships in the future
  • these are living archives — not static.. still alive and growing
  • these ideas prompt re-evaluation of conventional archives thinking
  • lots of access to digital objects – perhaps movement to online existence

We need to understand that these communities evolve and are fluid. They have as broad variety of structures, sizes and methods of working. What are the patterns in participation & ownership?

The site urban 75 has hosted extended discussions about recent UK history. Efforts include identification of places and people in uploaded photos. The site connects people about issues about housing and local services – it is very practical but it also has evolved to include this historical documentation. One example post from the Brixton Forum shows a discussion about an Old shop front revealed on Atlantic Road.

A Short Aside

Next Flinn apologized for taking his talk slightly off script. Setting his papers aside, he spoke to the audience about the eXHulme website which he had discovered the evening before while finishing his presentation. Having lived in Hulme, Manchester himself, he felt a great impact from looking through the site. He spent 4 hours looking at it – including photos such as the travellers living in their buses parked – otteburn close 1996 seen at the bottom of this page. His discovery and exploration of this site gave him a greater personal understanding of the impact of these types of community documentation projects. I felt he would have been happy to keep talking about this site and the directions it had sent his thoughts — but he then got back to his papers and continued.

Building Community Online

Interactions online are the historic record of the community itself. Archives evolve and change as the community builds and edits their online content. These heritage and archive sites work to shift from the idea of visitors to engaging users in interaction — they need users of the website to feel part of the community.

Examples of sites building community online:

How do you successfully encourage participation (rather than large number of passive observers) which is crucial to the success of these types of initiatives? Lurking without contributing is easy – even if joining requires action. The rate of uptake may correspond with the sense of ownership. Heritage projects might encourage and sustain such participation. See Elisa Giaccardi & Leysia Palen’s article  – The Social Production of Heritage through Cross-media Interaction: Making Place for Place-making.

Suggestions

  • encourage conversation and treat all stories as having value – value every account
  • promote a sense of ownership once a story has been shared
  • allow for multiple ways to engage with and share content and memories
  • recognize and let users shift from observer to active member

Flinn’s Conclusions

  • What are the challenges and perils facing community archives? Lack of resources. People are doing these things in unsustainable ways
  • Why should we sustain independent community archives? Benefit to individuals, communities and broader society.
  • What can professional archivists do? Support and partnership with groups seeking this sort of partnership.

My Thoughts

The image I included above is from the Library of Congress’s Flickr Commons project. If you read through the comments on this photo you can see a diverse group of individuals come together to document the history of Sylvia Sweets Tea Room. This is just another example of the process of documentation being as interesting as the original image itself.

There is still so much to learn in the arena of building productive online communities. Archivists working through how to archive what online communities create will need to understand how the process of creation is documented via various software tools. As the techniques for encouraging participation evolve – archivists will need to evolve right along with them. I think it is interesting to envision archivists working in this space and supporting these types of communities — becoming as much the champions of the community itself as preservers of a community’s collaborative creations.

Image Credit: Flickr Commons Library of Congress: Sylvia Sweets Tea Room, corner of School and Main streets, Brockton, Mass

As is the case with all my session summaries from SAA2009, please accept my apologies in advance for any cases in which I misquote, overly simplify or miss points altogether in the post above. These sessions move fast and my main goal is to capture the core of the ideas presented and exchanged. Feel free to contact me about corrections to my summary either via comments on this post or via my contact form.