OutSystems - Hardcore SEO - NextStep 2012
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OutSystems - Hardcore SEO - NextStep 2012



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 ...

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 OutSystems - Hardcore SEO - NextStep 2012 Presentation Transcript

    • 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          -­‐          www.w3.org/TR/xhtml-­‐rdfa-­‐primer/   Structured     Data       Microdata   Microformats   RDFa   Extended   Vocabulary     Schema.org   +  
    • <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  
    • Actors   Movie  Director   Event   Music  Recording   Breadcrumbs   h6p://www.seomoz.org/blog/schema-­‐examples   Author  
    • nextstep  2012     Tools:   •  Schema-­‐creator.org   •  Microformats  for  Chrome   •  Microdata  Tool   •  Bing  Web  Master  Tools   •  Google’s  Rich  Snippets  TesCng  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  server  requests   •  Minify  JavaScript  and  CSS   •  Make  JavaScript  and  CSS  External  
    • Styles   Scripts   Page  Start   Content  Start  !!!  
    • 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  
    • 3  
    • Hey  Marketers!   This  is  where  you  do  your  magic…   Make  sure  people     [share,  like,  +1,  tweet]     [link  to]     [write  about]       this  site  /  app  /  page  
    • 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   Link  Juice   301   302  
    • Ooops!   Link  Juice   301   404  
    • Duplicate  Pages  /  Page  Elements   h6p://www.seomoz.org/blog/duplicate-­‐content-­‐in-­‐a-­‐post-­‐panda-­‐world   Forum  A   Forum  A   Forum  A  
    • h6p://support.google.com/webmasters/bin/answer.py?hl=en&answer=1663744   h6p://googlewebmastercentral.blogspot.pt/2011/09/paginaCon-­‐with-­‐relnext-­‐and-­‐relprev.html  
    • 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  
    • 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…  
    • h6p://about.me/michelozzello   Thank  you!   michel.ozzello@outsystems.com