Michel	
  Ozzello	
  	
  -­‐	
  	
  Next	
  Step	
  -­‐	
  May	
  2012	
  
SEO
h6p://www.seomoz.org/google-­‐algorithm-­‐change	
  
So,	
  where	
  do	
  we	
  start	
  
?
h6p://www.seomoz.org/arCcle/search-­‐ranking-­‐factors	
  
3	
  
Tips	
  for	
  Geeks	
  
1	
  
Page	
  Title	
  
Meta	
  DescripCon	
  
NOTE:	
  Next	
  5	
  slides	
  taken	
  from	
  h6p://www.seomoz.org/webinars/microformats-­‐real-­‐life-­‐use-­‐cases	
 ...
How	
  does	
  this	
  work?	
  
microformats.org	
  	
  	
  	
  	
  -­‐	
  	
  	
  	
  	
  schema.org	
  	
  	
  	
  	
  ...
<div itemscope itemtype="http://schema.org/Product">
<img src="http://i.ebayimg.com/t/Logitech-Revue-Google-TV/23/xyz.JPG"...
Actors	
   Movie	
  Director	
  
Event	
  
Music	
  Recording	
  
Breadcrumbs	
  
h6p://www.seomoz.org/blog/schema-­‐examp...
nextstep	
  2012	
  	
  
Tools:	
  
•  Schema-­‐creator.org	
  
•  Microformats	
  for	
  Chrome	
  
•  Microdata	
  Tool	...
2	
  
h6p://blog.yo6aa.com/2010/10/how-­‐to-­‐measure-­‐page-­‐load-­‐Cme-­‐with-­‐google-­‐analyCcs	
  
visiblefactors.com/blog/575-­‐site-­‐speed-­‐reducing-­‐page-­‐load-­‐Cmes-­‐and-­‐increasing-­‐pages-­‐crawled/	
  
h6p://developer.yahoo.com/performance/rules.html	
  
Speed	
  up	
  your	
  web	
  sites	
  /	
  web	
  apps	
  
•  Reduce...
Styles	
  
Scripts	
  
Page	
  Start	
  
Content	
  Start	
  !!!	
  
h6p://www.spritecow.com	
  
Speed	
  up	
  your	
  web	
  sites	
  /	
  web	
  apps	
  
•  Reduce	
  server	
  requests	
 ...
3	
  
Hey	
  Marketers!	
  
This	
  is	
  where	
  you	
  do	
  your	
  magic…	
  
Make	
  sure	
  people	
  
	
  
[share,	
  li...
nextstep	
  2012	
  	
  
Link	
  Juice	
  
h6p://thekeywordacademy.com/link-­‐juice-­‐explained	
  
BA
Page	
  Moved…	
  
h6p://stackoverflow.com/quesCons/621107/asp-­‐net-­‐redirect-­‐301	
  
h6p://www.somacon.com/p145.php	
 ...
Ooops!	
  
Link	
  Juice	
   301	
  
404	
  
Duplicate	
  Pages	
  /	
  Page	
  Elements	
  
h6p://www.seomoz.org/blog/duplicate-­‐content-­‐in-­‐a-­‐post-­‐panda-­‐wo...
h6p://support.google.com/webmasters/bin/answer.py?hl=en&answer=1663744	
  
h6p://googlewebmastercentral.blogspot.pt/2011/0...
nextstep	
  2012	
  	
  
3	
  more	
  Cps:	
  
	
  
•  Give	
  relevant	
  names	
  to	
  pages	
  
Not	
  PortalSelfServi...
nextstep	
  2012	
  	
  
Wrap-­‐up	
  
1. 	
  Increase	
  CTR	
  
	
  
	
  	
  Use	
  microformats	
  and	
  schema	
  	
 ...
h6p://about.me/michelozzello	
  
Thank	
  you!	
  
michel.ozzello@outsystems.com	
  
OutSystems - Hardcore SEO - NextStep 2012
OutSystems - Hardcore SEO - NextStep 2012
OutSystems - Hardcore SEO - NextStep 2012
OutSystems - Hardcore SEO - NextStep 2012
OutSystems - Hardcore SEO - NextStep 2012
OutSystems - Hardcore SEO - NextStep 2012
OutSystems - Hardcore SEO - NextStep 2012
OutSystems - Hardcore SEO - NextStep 2012
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OutSystems - Hardcore SEO - NextStep 2012

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Most developers look at SEO as a marketing game and marketers as tech-clueless folks who use tricks like keyword stuffing, link building and other shady techniques to improve their rankings. The truth is that SEO is actually a hardcore function that relies heavily of technology and, in particular, on good web development practices. To deliver great customer facing applications developers need to understand SEO better, so they can get their apps to rank well naturally and drive more business demand. This session will look into the key elements for good SEO and explain how developers should use them correctly to ensure that their web apps will rule in the search engine results (without the help of those clueless marketers).

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OutSystems - Hardcore SEO - NextStep 2012

  1. 1. Michel  Ozzello    -­‐    Next  Step  -­‐  May  2012   SEO
  2. 2. h6p://www.seomoz.org/google-­‐algorithm-­‐change  
  3. 3. So,  where  do  we  start   ?
  4. 4. h6p://www.seomoz.org/arCcle/search-­‐ranking-­‐factors  
  5. 5. 3   Tips  for  Geeks  
  6. 6. 1  
  7. 7. Page  Title   Meta  DescripCon  
  8. 8. NOTE:  Next  5  slides  taken  from  h6p://www.seomoz.org/webinars/microformats-­‐real-­‐life-­‐use-­‐cases    
  9. 9. How  does  this  work?   microformats.org          -­‐          schema.org          -­‐          www.w3.org/TR/xhtml-­‐rdfa-­‐primer/   Structured     Data       Microdata   Microformats   RDFa   Extended   Vocabulary     Schema.org   +  
  10. 10. <div itemscope itemtype="http://schema.org/Product"> <img src="http://i.ebayimg.com/t/Logitech-Revue-Google-TV/23/xyz.JPG" alt="Logitech Revue With Google TV" itemprop="image"> <div class="pnr-txt" itemprop="description"> The Logitech Revue is a media streamer with Google TV, which serves is a complete entertainment system. With its Ethernet Interface, this Logitech Smart TV allows ... </div> <a itemprop="aggregateRating" itemtype="http://schema.org/AggregateRating" href="#pbe-rvws"> <span itemprop="ratingValue" content="4"></span> <span itemprop="ratingCount" content="80"></span> User reviews <span itemprop="reviewCount">80</span> <div itemprop="offers" itemscope="itemscope" itemtype="http://schema.org/Offer"> New <span itemprop="price">$149.98</span> <span itemprop="priceCurrency" content="USD"></span> </div> <div itemprop="offers" itemscope="itemscope" itemtype="http://schema.org/Offer"> New: other <span itemprop="price">$79.99</span> <span itemprop="priceCurrency" content="USD"></span> </div> </div> AggregateRaCng   Product  >  Offers  
  11. 11. Actors   Movie  Director   Event   Music  Recording   Breadcrumbs   h6p://www.seomoz.org/blog/schema-­‐examples   Author  
  12. 12. nextstep  2012     Tools:   •  Schema-­‐creator.org   •  Microformats  for  Chrome   •  Microdata  Tool   •  Bing  Web  Master  Tools   •  Google’s  Rich  Snippets  TesCng  Tool  
  13. 13. 2  
  14. 14. h6p://blog.yo6aa.com/2010/10/how-­‐to-­‐measure-­‐page-­‐load-­‐Cme-­‐with-­‐google-­‐analyCcs  
  15. 15. visiblefactors.com/blog/575-­‐site-­‐speed-­‐reducing-­‐page-­‐load-­‐Cmes-­‐and-­‐increasing-­‐pages-­‐crawled/  
  16. 16. h6p://developer.yahoo.com/performance/rules.html   Speed  up  your  web  sites  /  web  apps   •  Reduce  server  requests   •  Minify  JavaScript  and  CSS   •  Make  JavaScript  and  CSS  External  
  17. 17. Styles   Scripts   Page  Start   Content  Start  !!!  
  18. 18. h6p://www.spritecow.com   Speed  up  your  web  sites  /  web  apps   •  Reduce  server  requests   •  Minify  JavaScript  and  CSS   •  Make  JavaScript  and  CSS  External   •  Gzip  components     •  Compress  and  cache  images     •  use  Cmestamps  to  invalidate  cache   •  Use  Image  Sprites  (load  once,  use  oaen)   •  Use  a  CDN  service  
  19. 19. 3  
  20. 20. Hey  Marketers!   This  is  where  you  do  your  magic…   Make  sure  people     [share,  like,  +1,  tweet]     [link  to]     [write  about]       this  site  /  app  /  page  
  21. 21. nextstep  2012    
  22. 22. Link  Juice   h6p://thekeywordacademy.com/link-­‐juice-­‐explained   BA
  23. 23. Page  Moved…   h6p://stackoverflow.com/quesCons/621107/asp-­‐net-­‐redirect-­‐301   h6p://www.somacon.com/p145.php   Link  Juice   301   302  
  24. 24. Ooops!   Link  Juice   301   404  
  25. 25. Duplicate  Pages  /  Page  Elements   h6p://www.seomoz.org/blog/duplicate-­‐content-­‐in-­‐a-­‐post-­‐panda-­‐world   Forum  A   Forum  A   Forum  A  
  26. 26. h6p://support.google.com/webmasters/bin/answer.py?hl=en&answer=1663744   h6p://googlewebmastercentral.blogspot.pt/2011/09/paginaCon-­‐with-­‐relnext-­‐and-­‐relprev.html  
  27. 27. nextstep  2012     3  more  Cps:     •  Give  relevant  names  to  pages   Not  PortalSelfServiceUserRegistraCon.aspx       •  Give  pages  unique  Ctles   Make  them  dynamic  if  you  need  to.     •  Use  be6er  URLs   www.yoursite.com/somepage.aspx?parameter1=X&parameter2=Y&parameter3=Z   www.yoursite.com/X/Y/Z/somepage  
  28. 28. nextstep  2012     Wrap-­‐up   1.   Increase  CTR        Use  microformats  and  schema     2.   Reduce  Bounce  Rates        Improve  Page  Load  Cme   3.   Cherish  Your  Link  Juice        301  redirects,  paginanCon…  
  29. 29. h6p://about.me/michelozzello   Thank  you!   michel.ozzello@outsystems.com  

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