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George Freitag@number1georgegeorge@portent.comEVERYTHING NON-SEOSNEED TO KNOW ABOUT SEOThe Portent Webinar Series
#PORTENTU
portent.co/seo-no(Yes, use .co, not .com)
Once there was a website…Designer Developer Writer SEO
Scroll down there.Now click there.No not there, there.Now go to the otherwindow. No the otherone. No the one in frontof th...
HOW TO KEEP SEOSFROM GETTING ALL UP IN YOURBUSINESSOMG get the$%&@ awayfrom me.
Things you expect from an SEO301
Things SEOs start doing• Messing with the navigation• Telling you to move pages around• Change around the images• Asking y...
What are you doing
We are worried that no one willfind the site.
Content = Good!
Meta Keywords = Bad!
IndexationDuplicationCanonicalizationTHE THREE BIG PROBLEMS
THE THREE BIG PROBLEMSIndexationDuplicationCanonicalization
Search Engines can’t find the words=INDEXATION PROBLEM
misterrobot.comBlah blah KILLERKILL KILL KILLKILL KILLKILLblah blah blahblah blah blah blahblah blah blah blahblah blah bl...
misterrobot.comBlah blah KILLERKILL KILL KILLKILL KILLKILLblah blah blahblah blah blah blahblah blah blah blahblah blah bl...
If robots can’t see thecontentIT DOESN’T MATTER HOWGOOD THE SITE
User-agent: *Disallow: /Robots.txt block
Robots.txt blockBut what if it’s only a few minutes?
Robots.txt blockBigger the brandGreater likelihood the new sitewill get crawled.
Robots.txt blockChange this before the site goes live.
Useful Content
Search engines try to copy human behavior“Rational Surfer Model”
Search engines try to copy human behavior
Search engines try to copy human behavior
Search engines try to copy human behavior
Starts clicking on things
Clicks on more things
Does everything it thinks a human would
But it’s not human
What you see
What robot sees
Logos are OK
But for everything else
Don’t do this.
Examples of webfonts
More hidden contentMarco!Polo!
SEOs sometimes ask to makechanges in the navigation
You need to be able to get to a page bydoing this:ProductPageCategoryPage(click!)Homepage(click!)
But in a way that communicates thehierarchy of the siteHOMECATEGORYPRODUCTPRODUCTCATEGORYPRODUCTPRODUCT
Things robots can’t use:
Architecture can show a page’srelevancy and importanceHOMECATEGORYPRODUCTPRODUCTCATEGORYPRODUCTPRODUCT
Hey look at me!
It needs to be in a placesomeone would actually click.
But no one ever clicks there!(sorry!)
More hidden contentMarco!Polo!
New content, same URL• Frames• Iframes• Flash
New content, same URLServing new content through JavaScript orAJAX
New content, same URLHeaderNavigationContent Contentwww.bestsiteever.biz/page2.htmlNewContent!
• Make sure you every page can be reachedthrough clicks• Whenever content changes, the URLchanges.Sure-fire way to keep SE...
THE THREE BIG PROBLEMSIndexationDuplicationCanonicalization
Your site says the same thing asa bunch of other sitesYour site says the same thing asa bunch of other sitesYour site says...
“Scraping” contentGrabbing other people’s content using somesort of automated method.
Copying specific contentLike “about” or “legal” or “how to”pages
Pulling in feedsAutomatically publishing contentfrom other providers
Google had an update just toaddress this.
Syndicating your own content(Best Guess)(Next BestGuess)(Maybe this?)(Hail Mary)
Search engines only showUNIQUE CONTENT
These are all variationsof pulling in other contentyoursite.com
But also it can occurwhen you push out yourown contentyoursite.com
But it’s my content!
Option 1:Show site that has all your stuffOption 2:Show site that has all your stuff plus morestuff✓
Don’t let your content be on other sitesSure-fire way to keep SEOs away:
• Special descriptions• Exclusive articles• Unique category descriptions• Anything that adds valueBut that’s not always po...
NO. (sorry) It’s one of those things you needto keep doing forever.Can we keep people from stealingour stuff?
THE THREE BIG PROBLEMSIndexationDuplicationCanonicalization
DUPLICATION =The same content appearing ondifferent pages.
CANONICALIZTION =The same page appearing indifferent ways.DUPLICATION =The same content appearing ondifferent pages.
DuplicationProblemHello,I love longwalks, travel, andcrushing thehuman spirit.
Hello,I love longwalks, travel, andcrushing thehuman spirit.DuplicationProblem
Hello,I love longwalks, travel, andcrushing thehuman spirit.DuplicationProblem
Hello,I love longwalks, travel, andcrushing thehuman spirit.CanonicalizationProblem
Hello,I love longwalks, travel, andcrushing thehuman spirit.CanonicalizationProblem
Hello,I love longwalks, travel, andcrushing thehuman spirit.CanonicalizationProblem
So, how does this affect me?
If Google spends all it’s time crawlingthe same page over and over again, itmay not get to other pages.Crawl budget
CannibalizationIf you have multiple versions of thesame page, Google won’t know which torank.
Split authorityLots of shares and links to differentpages instead of all going to the samepage.
So it’s bad. Got it.
http://www.yoursite.comhttp://yoursite.comhttp://www.yoursite.com/Default.aspxhttp://www.yoursite.com/default.aspxhttp://w...
Apache:.htaccess fileIIS:Services Managerhttps://httpd.apache.org/docs/2.0/rewrite/rewrite_guide.htmlhttp://stackoverflow....
Simple parameter issue
APRODUCTwww.hotproducts.biz/product.htmlMEDIUMSMALLLARGEGREENBLUEORANGESimple parameter issue
GREENAPRODUCTwww.hotproducts.biz/product.html?sz=mMEDIUMSMALLLARGEBLUEORANGESimple parameter issue
GREENAPRODUCTwww.hotproducts.biz/product.html?sz=m&color=greenMEDIUMSMALLLARGEBLUEORANGESimple parameter issue
www.hotproducts.biz/product.htmlwww.hotproducts.biz/product.html?sz=mwww.hotproducts.biz/product.html?sz=m&color=greenwww....
If this get popularAPRODUCT
Everything points to different pagesAPRODUCTAPRODUCTAPRODUCT
Instead of oneAPRODUCT
Don’t use parameters for variations of thesame page.Sure-fire way to keep SEOs away:
If a variation of a page NEEDS to have it’sown URL use a hashtag (#)(for now)Or…
APRODUCTwww.hotproducts.biz/producta.htmlBPRODUCTCPRODUCTRelated ProductsBig parameter issue
BPRODUCTwww.hotproducts.biz/productb.html?ref=prodAAPRODUCTCPRODUCTRelated ProductsBig parameter issue
APRODUCTwww.hotproducts.biz/producta.html?ref=prodA&ref=prodBBPRODUCTCPRODUCTRelated ProductsBig parameter issue
BPRODUCTwww.hotproducts.biz/productb.html?ref=prodA&ref=prodB&APRODUCTCPRODUCTRelated ProductsBig parameter issue
www.hotproducts.biz/productb.html?ref=prodA&ref=prodB&Big parameter issue
Avoid using parameters for behavior trackingWhat to do about this?
Ads and Emails are OKJust make sure they stay in the ads andemails
<link rel="canonical"href="http://www.link.com/product.html" />Canonical Tag
Canonical TagHey I know it says/product.html&sz=lbut it’s really just/product.html ok?www.hotproducts.biz/product.html&sz=l
www.hotproducts.biz/product.html&sz=lCanonical Tag
www.hotproducts.biz/product.html&sz=lAAAAKCanonical Tag
SEOs Love Simple URL StructureOne Page = One URL
Even with mobile?
YES
SEOs love responsive design/samepage.html/samepage.html/samepage.html
IndexationDuplicationCanonicalizationTHE THREE BIG PROBLEMSContent can be foundContent is uniqueContent only displaysunder...
This is everything right?Actually…
Preventing these problems1. Planning2. Implementation
Fixing these problems1. Diagnosis2. Implementation3. Fixing Internal Links4. Fixing External Links5. De-indexing content6....
Instead of thisOK, it’s time tolaunch thewebsite, let’s callthe SEO.
Do this. Let’s start workingon this website.Meet the SEO!
SEO Secret!
(We’ll leave you alone)
Things SEOs Love301
portent.co/seo-no(Yes, use .co, not .com)
Q&A#PORTENTU
Me:@number1george
Everything Non-SEOs Need to Know about SEO
Everything Non-SEOs Need to Know about SEO
Everything Non-SEOs Need to Know about SEO
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Everything Non-SEOs Need to Know about SEO

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Listen to SEO Strategist George Freitag go over the primary reasons for SEO-web designer/developer smackdowns. Then, learn how to avoid these frustrations while creating great sites that make both sides happy.

In this presentations you'll learn:

- What the most common conflicts between SEOs and other web folk are.
- How to avoid large technical issues that can hurt your site.
- How you can have an SEO strategy that focuses on actual strategy, rather than fixing problems.

... And most imporantly:
How to keep SEOs from getting all up in your business.

Link bundle available at:
http://portent.co/seo-no

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  • thank you very much one of you ,, every one of you there is a wonderful heart and welling to help somebody else.. just like me.. God knows how I appreciate all of this just because to all of you guys I am here now..
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  • I wanted to discuss some of the more common conflicts that can happen between SEOs and other web folk, particular designers and developers. The goal is to give a high level understanding of some of the more technical and sometimes invasive SEO issues that can happen. At the very least to understand them, but hopefully to avoid them all together so everyone can understand how to make a website that lives up to its potential.
  • So let’s start at the beginning.It all starts with a website. Business owner or marketer decides to create a website or revamp an existing one.They assemble their team. Then at last the SEO
  • Everyone gets a site together they loveSo they then bring the SEO so the page ranks.He or she…
  • Then you start to feel like you’re lady right here with the SEO being this awesome dude with the elbow pads. I’m sure you’ve all been familiar with this guy – the annoying guy hovering behind you nitpicking where you clikc when all you want to do is get your work done. Nobody likes this guy. I mean just look at him.So this brings me to the secondary title of the webinar – the one I think is actually more accurate….
  • Because this is really what it’s about. Everyone has stuff they need to get done and work they need to do. You don’t need elbow pads guy here butting into your day to day. So…Speaking mostly to designers and devs and how you can avoid the big issues so the SEO will leave you alone.Marketers and business owners – you can learn what the potential confilcts might be and avoid themSEOs – if you don’t learn something then you should at least learn that these are pain points.
  • Like many things, most conflicts come from expectations. What I’ve found…Things people expect…Because this is what people
  • It may start out with that, but then everyone starts to get a bunch of stuff they didn’t sign up for.
  • So we aren’t just trying to make your life miserable (most of the time)Whenever an SEO ventures out of the world of keywords and content and deep into the dev and design territoy it’s because there is something specific they are looking for.
  • We are worried.Specifically searchesAlso, going I’m going to skip over a lot of the basics so I assume you already know what works
  • … and what doesn’t’ work anymore.
  • And instead focus on the major technical problems that will result in conflicts with the SEO that you might not be aware of.Typically these problems can fall into 3 major categories.I’ll go over these problems specifically, and hopefully give an understanding of the underlying concerns the SEO has when they are attempting to address these.
  • Let’s start with indexation.Can be caused by many things but basically it’s this…
  • No content = content problemBut you have content = indexation problem
  • It begins with a query. Google then goes out and finds all the sites that mention the same word you typed.
  • After it has all those sites, it orders them into what you see….It does this using things like offsite factors, little bit of page rank, trust factors and whatever else it usesBut what’s important is that none of that happens until
  • But before any of that happens it starts with actual words on your site. There’s some exceptions, but not many.When you don’t have the words on your site that match the query, you have a content problem
  • The most direct way this happens is also fairly common. SEOs and devs familiar…Classic robots block.Makes sense…
  • Sometimes you might wonder
  • Your site is linked to other sitesMore links more connected you are.
  • If you are a big brand and you lauch with robots blocked you’ll probably get blocked
  • The robots.txt is the most common overlap. Most developers are familiar with but still it slips through all the time.
  • Still there are some other indexation issues that SEOs will tend to get pushy about.
  • And they do something called the “rational surfer model”
  • Classic example would be Data from TGN
  • Or Fassbender from Aliens Ep 1
  • OrZuckerberg from the social network. A robot pretending to be a human
  • So they get to your website and start clicking around
  • And clicking around
  • One of these is when great text is placed in an image.
  • Another one of the more is putting great content inside an image, which search engines can’t read.
  • But this is what the search engine sees. I understand the importance of branding…
  • Sometimes this is not an option like banners and logos
  • Avoid this
  • There are some solutions – some bad (this was a legit tactic a few years ago)
  • Usewebfonts instead. Load any font on the site.
  • Those are 2 of the more direct ways….
  • Another thing SEOs sometimes do is try to get you to put links in your navigation you don’t want.
  • When the SEO is getting involved with UX and UI stuff like navigation and architecture, it’s because they’re concerned about this.
  • Often this is because there’s other things robots can’t use like search bars and filters. So if you have a page that can only be reached by these, the search engines won’t ever see them.
  • It’s because they’re trying to create something like this. Each page should have a clickpath that is both descriptive of it’s content and demonstrative of it’s relevance to the rest of the site. The page’s home should reflect the site’s hierarchy and architecture.
  • And before we get any further, it doesn’t mean putting a tiny little link in the footer. Search engines ignore this. The link needs to be in the main navigation in a place where a person might actually use it.
  • But no one ever clicks there!Yes still. Sorry but there needs to be a way for robots to get to the site. Basically…
  • Those are 2 of the more direct ways….
  • When the content on the page changes….
  • When the content on the page changes….
  • When the content on the page changes….This meansNo way for search enigesBut also No way to share
  • When the content on the page changes….
  • Another group of issues that SEOs are always looking are problems with duplication or duplicate content. Most people understand what this is but just in case
  • Duplication is when your site says the same thing as a bunch of other sites.
  • Things that are most often associated with duplicated contentYour site shouldn’t be
  • In fact this is such a big deal, that Google has launched a series of updates to specifically address these.
  • The basic reasoning is this. Right here we have the top 4 results. These will get around 66% of clicks. That means that the people at Google know that if these 4 things aren’t what someone is looking for, they’ll bail. Either to another search or, worse, to Bing. So Google’s not going to show a result if it contains stuff that is already found all over the place on other sites.
  • Search engines only show unique content
  • But scraping, copying and pulling in other content are all variations of this. But there’s another fairly common cause of duplicated content that people don’t think of as much.
  • Which is another thing SEOs bring up. And that’s when you push out your own content to other sites. So you might be thinking that it’s ok because you’re the original provider, well you probably are a bit better off, but still you have to look at it from the POV of the guys running the search engines.
  • They can either…
  • Relate back to devs and designers
  • So here are your backup to give to SEO plans:
  • But what about if it’s not on purpose
  • The last group of big issues comes from what’s called canonicalization. This will typically cause the most headache for an SEO, but first let’s go over what exactly it is before the causes. Since this has a lot of crossover with duplicated content, I want to spend a few minutes going over the differences.
  • And your date shows up at your door.
  • Then comes a new date. And he just copied everything the first guy did.
  • And the third guy says all the same things as well. 3 different dudes, they all are saying the exact same thing. That’s a duplication problem.
  • A canonicalization problem happens when date #1 comes up.
  • Then comes date #2 and it’s the exact same person.
  • Then again, maybe there’s a new color or something but still it’s the exact same person. That’s a canonicalization problem.
  • But how does it happen? And why should I worry about this.SEO’s worry about this because
  • Google is crawling every site online. So it has a set amount of time it has to crawl your site. Parameters, especially spider trap, means that it can spend all day on one page and not actually get to any of your other content.
  • Google is crawling every site online. So it has a set amount of time it has to crawl your site. Parameters, especially spider trap, means that it can spend all day on one page and not actually get to any of your other content.
  • Google is crawling every site online. So it has a set amount of time it has to crawl your site. Parameters, especially spider trap, means that it can spend all day on one page and not actually get to any of your other content.
  • Still what does this have to do with it.
  • Most common occurs right on the homepage… Let’s say you’ve got showing up here. But also here. 2 different URLs same page. But then this can also happen.Now let’s suppose you homepage can also be indexed under the individual page name. Maybe there’s no capitalization normalization in place.Now let’s say there’s a query parameter from mobile. There’s another one.Now let’s say your site also appears as a secure version. There’s another version of all the previous URLs
  • The way to solve this is URL normalization.In apache you can fix this in the .htaccess file or a server config file like it. This will also address page-level normalization if you’re using folder-based pages instead of pages.IIS in the Information Services Manager
  • But the other, more complicated way that this can happen is something that can cause the biggest conflict between a developer and an SEO. And those are parameter issues. There’s two basic problems that happen with this, so we’ll start with the simple one.
  • Let’s start with a product. On a product page. Talk about how you get why people use parameters.
  • The problem is you have a bunch of different URLs that are all for the same product page. This is a simple parameter issue, meaning that you got a single page, that is being indexed in several different ways. It can be a problem because Google won’t know which to index, splits your authority, and may not display the page all together because of it.
  • Let’s say….
  • Now you got a super popular…
  • Instead of…
  • If something needs a unique URL like a size or color or slight variation, you can use a #tag parameter which are currently ignored by search robots, but still can be used to deliver content. (at least for now)Sort of the opposite of the indexation issue I discussed earlier
  • If something needs a unique URL like a size or color or slight variation, you can use a #tag parameter which are currently ignored by search robots, but still can be used to deliver content. (at least for now)
  • The only thing worse than a little parameter problem is a big parameter problem. Tthis is the worst thing that can happen to a site. Problems with this can take months to undo so avoiding the issue all together will save a ton of headache.ypically big parameter problems happen from some version of this: You have a product page or a category page. And then some other links maybe to a related product.
  • Clicking on a referring product tacks on a reference parameter. Then you click back on A
  • And then another parameter is tacked on.
  • Solutions in analytics
  • The biggest solution, is, you guessed it to avoid parameters that aren’t specific to a piece of content. If the content doesn’t change, the URL shouldn’t.
  • People like thisSeos like this but they still ask you to do other thigns and..You can also use the canonical tag, but you shouldn’t depend on it. Here’s why
  • In case you’re not familiar with it, it’s a great little tag that you put in your page that basically does this – it says “hey I know the URL up there says we’re here, but it’s really this one over here.If honored, it transfers authority and can address canonicalization issuesBut it’s far from perfect. And here’s why. It IS a great little tag.
  • But in the end it’s just that - one little tag on your page. And google doesn’t have to follow it. If you’re not using it right it will ignore it all together.
  • And maybe for good so if that’s your only defense, you got nothing if google chooses to ignore it.
  • So if there’s one thing you can learn from this about how to keep SEOs from bugging you about canonicalization it’s this:One page should have one URL. Always. If you can make a site that does that, you will never have an SEO mention canonicalization or say that sort of irritating word to you.
  • Still what does this have to do with it.
  • Still what does this have to do with it.
  • And that’s this.
  • So in summary here’s the big things.As long asThe Content can be foundThe content is originalEach piece of content displays under one URL You won’t avoid all major SEO issues and concerns.
  • Actually – it’s a lot. And if you make a site that avoids those three issues then you’ll end up with an SEO doing what SEOs actually like doing.
  • …because preventing
  • But fixing
  • So the best solution?
  • Do this.This way you can…
  • Plus here’s a secretIf all the content on the site is indexable, original, canonical and sharable…We don’t have much else to do in the prelaunch
  • Which are the exact things that you probably expected them to do be doing in the first place.
  • Transcript of "Everything Non-SEOs Need to Know about SEO"

    1. 1. George Freitag@number1georgegeorge@portent.comEVERYTHING NON-SEOSNEED TO KNOW ABOUT SEOThe Portent Webinar Series
    2. 2. #PORTENTU
    3. 3. portent.co/seo-no(Yes, use .co, not .com)
    4. 4. Once there was a website…Designer Developer Writer SEO
    5. 5. Scroll down there.Now click there.No not there, there.Now go to the otherwindow. No the otherone. No the one in frontof that one.
    6. 6. HOW TO KEEP SEOSFROM GETTING ALL UP IN YOURBUSINESSOMG get the$%&@ awayfrom me.
    7. 7. Things you expect from an SEO301
    8. 8. Things SEOs start doing• Messing with the navigation• Telling you to move pages around• Change around the images• Asking you to change how the sitebehaves• Mess with URLs• Giving UX/UI Advice
    9. 9. What are you doing
    10. 10. We are worried that no one willfind the site.
    11. 11. Content = Good!
    12. 12. Meta Keywords = Bad!
    13. 13. IndexationDuplicationCanonicalizationTHE THREE BIG PROBLEMS
    14. 14. THE THREE BIG PROBLEMSIndexationDuplicationCanonicalization
    15. 15. Search Engines can’t find the words=INDEXATION PROBLEM
    16. 16. misterrobot.comBlah blah KILLERKILL KILL KILLKILL KILLKILLblah blah blahblah blah blah blahblah blah blah blahblah blah blahrobotrus.comBlah blah KILLERROBOTS blah blahblah blah blah blahblah blah blah blahblah blah blah blahblah blah blah blahblah blah blah blahsite1.comBlah blah KILLERROBOTS blah blahblah blah blah blahblah blah blah blahblah blah blah blahblah ROBOTROBOT ROBOTrobertrobot.netBlah blah KILLERROBOTS blah blahblah blah blah blahblah blah blah blahblah blah blah blahblah blah blah blahblah blah blah blahRobots.tvBlah blah KILLERROBOTS blah blahblah blah blah blahblah blah blah blahblah blah blah blahblah blah blah blahblah blah blah blahhellorobot.netBlah blah KILLERROBOTS blah blahblah blah blah blahblah blah blah blahblah blah blah blahblah blah blah blahblah blah blah blahanothersite.comBlah blahROBOTS blah blahblah blah blah blahblah blah blah blahblah KILLER blahblah blah blah blahblah blah blah blahblah blahrobodepo.comBlah blah blah blahblah blah blah blahblah blah KILLERROBOT blah blahblah blah blah blahblah blah blah blahblah blah blahanothersite.comBlah blahROBOTS blah blahblah blah blah blahblah blah blah blahblah KILLER blahblah blah blah blahblah ROBOTKILLBOT blah blah
    17. 17. misterrobot.comBlah blah KILLERKILL KILL KILLKILL KILLKILLblah blah blahblah blah blah blahblah blah blah blahblah blah blahrobotrus.comBlah blah KILLERROBOTS blah blahblah blah blah blahblah blah blah blahblah blah blah blahblah blah blah blahblah blah blah blahhellorobot.netBlah blah KILLERROBOTS blah blahblah blah blah blahblah blah blah blahblah blah blah blahblah blah blah blahblah blah blah blahrobodepo.comBlah blah blah blahblah blah blah blahblah blah KILLERROBOT blah blahblah blah blah blahblah blah blah blahblah blah blahPAGERANKLINKS TRUST MAGIC#1 #2 #3 #4
    18. 18. If robots can’t see thecontentIT DOESN’T MATTER HOWGOOD THE SITE
    19. 19. User-agent: *Disallow: /Robots.txt block
    20. 20. Robots.txt blockBut what if it’s only a few minutes?
    21. 21. Robots.txt blockBigger the brandGreater likelihood the new sitewill get crawled.
    22. 22. Robots.txt blockChange this before the site goes live.
    23. 23. Useful Content
    24. 24. Search engines try to copy human behavior“Rational Surfer Model”
    25. 25. Search engines try to copy human behavior
    26. 26. Search engines try to copy human behavior
    27. 27. Search engines try to copy human behavior
    28. 28. Starts clicking on things
    29. 29. Clicks on more things
    30. 30. Does everything it thinks a human would
    31. 31. But it’s not human
    32. 32. What you see
    33. 33. What robot sees
    34. 34. Logos are OK
    35. 35. But for everything else
    36. 36. Don’t do this.
    37. 37. Examples of webfonts
    38. 38. More hidden contentMarco!Polo!
    39. 39. SEOs sometimes ask to makechanges in the navigation
    40. 40. You need to be able to get to a page bydoing this:ProductPageCategoryPage(click!)Homepage(click!)
    41. 41. But in a way that communicates thehierarchy of the siteHOMECATEGORYPRODUCTPRODUCTCATEGORYPRODUCTPRODUCT
    42. 42. Things robots can’t use:
    43. 43. Architecture can show a page’srelevancy and importanceHOMECATEGORYPRODUCTPRODUCTCATEGORYPRODUCTPRODUCT
    44. 44. Hey look at me!
    45. 45. It needs to be in a placesomeone would actually click.
    46. 46. But no one ever clicks there!(sorry!)
    47. 47. More hidden contentMarco!Polo!
    48. 48. New content, same URL• Frames• Iframes• Flash
    49. 49. New content, same URLServing new content through JavaScript orAJAX
    50. 50. New content, same URLHeaderNavigationContent Contentwww.bestsiteever.biz/page2.htmlNewContent!
    51. 51. • Make sure you every page can be reachedthrough clicks• Whenever content changes, the URLchanges.Sure-fire way to keep SEOs away:
    52. 52. THE THREE BIG PROBLEMSIndexationDuplicationCanonicalization
    53. 53. Your site says the same thing asa bunch of other sitesYour site says the same thing asa bunch of other sitesYour site says the same thing asa bunch of other sitesYour site says the same thing asa bunch of other sitesYour site says the same thing asa bunch of other sitesYour site says the same thing asa bunch of other sites
    54. 54. “Scraping” contentGrabbing other people’s content using somesort of automated method.
    55. 55. Copying specific contentLike “about” or “legal” or “how to”pages
    56. 56. Pulling in feedsAutomatically publishing contentfrom other providers
    57. 57. Google had an update just toaddress this.
    58. 58. Syndicating your own content(Best Guess)(Next BestGuess)(Maybe this?)(Hail Mary)
    59. 59. Search engines only showUNIQUE CONTENT
    60. 60. These are all variationsof pulling in other contentyoursite.com
    61. 61. But also it can occurwhen you push out yourown contentyoursite.com
    62. 62. But it’s my content!
    63. 63. Option 1:Show site that has all your stuffOption 2:Show site that has all your stuff plus morestuff✓
    64. 64. Don’t let your content be on other sitesSure-fire way to keep SEOs away:
    65. 65. • Special descriptions• Exclusive articles• Unique category descriptions• Anything that adds valueBut that’s not always possible
    66. 66. NO. (sorry) It’s one of those things you needto keep doing forever.Can we keep people from stealingour stuff?
    67. 67. THE THREE BIG PROBLEMSIndexationDuplicationCanonicalization
    68. 68. DUPLICATION =The same content appearing ondifferent pages.
    69. 69. CANONICALIZTION =The same page appearing indifferent ways.DUPLICATION =The same content appearing ondifferent pages.
    70. 70. DuplicationProblemHello,I love longwalks, travel, andcrushing thehuman spirit.
    71. 71. Hello,I love longwalks, travel, andcrushing thehuman spirit.DuplicationProblem
    72. 72. Hello,I love longwalks, travel, andcrushing thehuman spirit.DuplicationProblem
    73. 73. Hello,I love longwalks, travel, andcrushing thehuman spirit.CanonicalizationProblem
    74. 74. Hello,I love longwalks, travel, andcrushing thehuman spirit.CanonicalizationProblem
    75. 75. Hello,I love longwalks, travel, andcrushing thehuman spirit.CanonicalizationProblem
    76. 76. So, how does this affect me?
    77. 77. If Google spends all it’s time crawlingthe same page over and over again, itmay not get to other pages.Crawl budget
    78. 78. CannibalizationIf you have multiple versions of thesame page, Google won’t know which torank.
    79. 79. Split authorityLots of shares and links to differentpages instead of all going to the samepage.
    80. 80. So it’s bad. Got it.
    81. 81. http://www.yoursite.comhttp://yoursite.comhttp://www.yoursite.com/Default.aspxhttp://www.yoursite.com/default.aspxhttp://www.yoursite.com/default.aspx?mobile=yhttps://www.yoursite.com/https://www.yoursite.com/Default.aspx?campainhttps://yoursite.com/default.aspx?mobile=yes&http://yoursite.com/default.aspx?top_navhttp://yoursite.com/Home?top_navhttps://yoursite.com/Default.aspx?mobile=yes&Most common
    82. 82. Apache:.htaccess fileIIS:Services Managerhttps://httpd.apache.org/docs/2.0/rewrite/rewrite_guide.htmlhttp://stackoverflow.com/questions/9302880/url-canonicalization-apache-mod-rewritehttp://www.iis.net/learn/extensions/url-rewrite-module/iis-url-rewriting-and-aspnet-routinghttp://stackoverflow.com/questions/4821862/redirect-visitors-to-the-canonical-url-for-a-page-using-iisURL Normalization
    83. 83. Simple parameter issue
    84. 84. APRODUCTwww.hotproducts.biz/product.htmlMEDIUMSMALLLARGEGREENBLUEORANGESimple parameter issue
    85. 85. GREENAPRODUCTwww.hotproducts.biz/product.html?sz=mMEDIUMSMALLLARGEBLUEORANGESimple parameter issue
    86. 86. GREENAPRODUCTwww.hotproducts.biz/product.html?sz=m&color=greenMEDIUMSMALLLARGEBLUEORANGESimple parameter issue
    87. 87. www.hotproducts.biz/product.htmlwww.hotproducts.biz/product.html?sz=mwww.hotproducts.biz/product.html?sz=m&color=greenwww.hotproducts.biz/product.html?sz=s&color=orangewww.hotproducts.biz/product.html?sz=l&color=blueAPRODUCTSimple parameter issue
    88. 88. If this get popularAPRODUCT
    89. 89. Everything points to different pagesAPRODUCTAPRODUCTAPRODUCT
    90. 90. Instead of oneAPRODUCT
    91. 91. Don’t use parameters for variations of thesame page.Sure-fire way to keep SEOs away:
    92. 92. If a variation of a page NEEDS to have it’sown URL use a hashtag (#)(for now)Or…
    93. 93. APRODUCTwww.hotproducts.biz/producta.htmlBPRODUCTCPRODUCTRelated ProductsBig parameter issue
    94. 94. BPRODUCTwww.hotproducts.biz/productb.html?ref=prodAAPRODUCTCPRODUCTRelated ProductsBig parameter issue
    95. 95. APRODUCTwww.hotproducts.biz/producta.html?ref=prodA&ref=prodBBPRODUCTCPRODUCTRelated ProductsBig parameter issue
    96. 96. BPRODUCTwww.hotproducts.biz/productb.html?ref=prodA&ref=prodB&APRODUCTCPRODUCTRelated ProductsBig parameter issue
    97. 97. www.hotproducts.biz/productb.html?ref=prodA&ref=prodB&Big parameter issue
    98. 98. Avoid using parameters for behavior trackingWhat to do about this?
    99. 99. Ads and Emails are OKJust make sure they stay in the ads andemails
    100. 100. <link rel="canonical"href="http://www.link.com/product.html" />Canonical Tag
    101. 101. Canonical TagHey I know it says/product.html&sz=lbut it’s really just/product.html ok?www.hotproducts.biz/product.html&sz=l
    102. 102. www.hotproducts.biz/product.html&sz=lCanonical Tag
    103. 103. www.hotproducts.biz/product.html&sz=lAAAAKCanonical Tag
    104. 104. SEOs Love Simple URL StructureOne Page = One URL
    105. 105. Even with mobile?
    106. 106. YES
    107. 107. SEOs love responsive design/samepage.html/samepage.html/samepage.html
    108. 108. IndexationDuplicationCanonicalizationTHE THREE BIG PROBLEMSContent can be foundContent is uniqueContent only displaysunder one URL
    109. 109. This is everything right?Actually…
    110. 110. Preventing these problems1. Planning2. Implementation
    111. 111. Fixing these problems1. Diagnosis2. Implementation3. Fixing Internal Links4. Fixing External Links5. De-indexing content6. Re-indexing content7. Begging Google to please give us one lastchance!
    112. 112. Instead of thisOK, it’s time tolaunch thewebsite, let’s callthe SEO.
    113. 113. Do this. Let’s start workingon this website.Meet the SEO!
    114. 114. SEO Secret!
    115. 115. (We’ll leave you alone)
    116. 116. Things SEOs Love301
    117. 117. portent.co/seo-no(Yes, use .co, not .com)
    118. 118. Q&A#PORTENTU
    119. 119. Me:@number1george

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