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SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
SEO Strategies by Thirdparty Labs and Shovemedia
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SEO Strategies by Thirdparty Labs and Shovemedia

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Presentation on SEO strategies by Thirdparty Labs and Shovemedia for the NCSU Web Developer Group. April 22, 2009

Presentation on SEO strategies by Thirdparty Labs and Shovemedia for the NCSU Web Developer Group. April 22, 2009

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  • Key influencers wont’s share links to shabby looking sites.


  • Full article also provides great tips on positioning of hanging bullets & quotation marks,
  • Full article also provides great tips on positioning of hanging bullets & quotation marks,
  • Full article also provides great tips on positioning of hanging bullets & quotation marks,
  • Full article also provides great tips on positioning of hanging bullets & quotation marks,
  • Full article also provides great tips on positioning of hanging bullets & quotation marks,




















  • Questions from Mike Vysocka on the Ning Site:
    1. I pay quite a bit of attention to h1..h6 tags within my pages, I'm wondering (aside from accessibility) does it make a difference bots? - Yes, the bots give weight to H1-H3, not much if any to H4-H6
    2. Should news be listed as -h2- News -h2- with all of the headlines that follow as -h3- tags or should it be an unordered list? Is there an advantage to either? - lists are good for accessibility, but carry little or no SE weight. H3 is superior to LI.






  • We work with designers who create very complex layouts. Advanced CSS-fu is needed to implement them without compromising on accessibility or SEO.
  • We work with designers who create very complex layouts. Advanced CSS-fu is needed to implement them without compromising on accessibility or SEO.
  • We work with designers who create very complex layouts. Advanced CSS-fu is needed to implement them without compromising on accessibility or SEO.
  • RSS: Key influencers use RSS to keep track of many sites, once you’ve attracted them, don’t expect them to return to your site often
    Embed-able: Encourage viral propagation of your content
    Free PDFs: Content creators are more likely to reference your content
  • RSS: Key influencers use RSS to keep track of many sites, once you’ve attracted them, don’t expect them to return to your site often
    Embed-able: Encourage viral propagation of your content
    Free PDFs: Content creators are more likely to reference your content
  • RSS: Key influencers use RSS to keep track of many sites, once you’ve attracted them, don’t expect them to return to your site often
    Embed-able: Encourage viral propagation of your content
    Free PDFs: Content creators are more likely to reference your content
  • RSS: Key influencers use RSS to keep track of many sites, once you’ve attracted them, don’t expect them to return to your site often
    Embed-able: Encourage viral propagation of your content
    Free PDFs: Content creators are more likely to reference your content
  • sIFR is also represented in the downloadable demo from the previous slide
  • sIFR is also represented in the downloadable demo from the previous slide
  • sIFR is also represented in the downloadable demo from the previous slide








  • Avoid duplicate content issues arising from multiple domains resolving to the same site.
    More common problem: multiple subdomains.
  • Avoid duplicate content issues arising from multiple domains resolving to the same site.
    More common problem: multiple subdomains.
  • MYTH: Google cannot index pages with query paramsFACT: Google *does* spider pages with params, but query params *can* lead to SEO problems. More importantly, keywords in a URL carry SE ranking weight
  • MYTH: Google cannot index pages with query paramsFACT: Google *does* spider pages with params, but query params *can* lead to SEO problems. More importantly, keywords in a URL carry SE ranking weight
  • MYTH: Google cannot index pages with query paramsFACT: Google *does* spider pages with params, but query params *can* lead to SEO problems. More importantly, keywords in a URL carry SE ranking weight
  • MYTH: Google cannot index pages with query paramsFACT: Google *does* spider pages with params, but query params *can* lead to SEO problems. More importantly, keywords in a URL carry SE ranking weight
  • While spiders can index URLs with query params, no weight is given to query params. However, weight is given to semantic URLs. Also, semantic URLs are more likely to be passed around.
  • While spiders can index URLs with query params, no weight is given to query params. However, weight is given to semantic URLs. Also, semantic URLs are more likely to be passed around.
  • While spiders can index URLs with query params, no weight is given to query params. However, weight is given to semantic URLs. Also, semantic URLs are more likely to be passed around.
  • While spiders can index URLs with query params, no weight is given to query params. However, weight is given to semantic URLs. Also, semantic URLs are more likely to be passed around.
  • Optimizer: Measure the conversion stats from multiple variations of a page
    Sitemap file is benificial for 3 reasons:
    1. Specify which sections are most important to the content owners
    2. Tell Google how often sections change for efficiant spidering
    3. Tell Google where hard to reach pages reside
  • Optimizer: Measure the conversion stats from multiple variations of a page
    Sitemap file is benificial for 3 reasons:
    1. Specify which sections are most important to the content owners
    2. Tell Google how often sections change for efficiant spidering
    3. Tell Google where hard to reach pages reside
  • Optimizer: Measure the conversion stats from multiple variations of a page
    Sitemap file is benificial for 3 reasons:
    1. Specify which sections are most important to the content owners
    2. Tell Google how often sections change for efficiant spidering
    3. Tell Google where hard to reach pages reside






  • If your content is remarkable, visitors *want* to tell people about it. Make it easy for them!
  • If your content is remarkable, visitors *want* to tell people about it. Make it easy for them!






























  • Check out idek.net for URL shortening
  • Check out idek.net for URL shortening
  • Check out idek.net for URL shortening
















  • Transcript

    • 1. Search Engine Optimization Rob Ruchte & Jon Williams April 22, 2009
    • 2. Why should we trust your information about SEO? -Jonathan Champ
    • 3. Why should we trust your information about SEO? -Jonathan Champ We’re not SEO salesmen - we’re developers
    • 4. Why should we trust your information about SEO? -Jonathan Champ We’re not SEO salesmen - we’re developers What makes you an expert?
    • 5. Why should we trust your information about SEO? -Jonathan Champ We’re not SEO salesmen - we’re developers What makes you an expert? We’ve been building sites since BG (Before Google), have witnessed the evolution of SE technology
    • 6. Why should we trust your information about SEO? -Jonathan Champ We’re not SEO salesmen - we’re developers What makes you an expert? We’ve been building sites since BG (Before Google), have witnessed the evolution of SE technology We work for ad agencies who promise their clients big SE results - we have to deliver.
    • 7. Why should we trust your information about SEO? -Jonathan Champ We’re not SEO salesmen - we’re developers What makes you an expert? We’ve been building sites since BG (Before Google), have witnessed the evolution of SE technology We work for ad agencies who promise their clients big SE results - we have to deliver. For which keywords do you rank well?
    • 8. How does Google’s PageRank work? http://en.wikipedia.org/wiki/PageRank
    • 9. Strategic Outline
    • 10. Strategic Outline (Text) Content Tactics
    • 11. Strategic Outline (Text) Content Tactics (Graphic) Design Tactics
    • 12. Strategic Outline (Text) Content Tactics (Graphic) Design Tactics Technology Tactics
    • 13. Strategic Outline (Text) Content Tactics (Graphic) Design Tactics Technology Tactics Social Tactics
    • 14. Content: King is, was, and will always be.
    • 15. Content: King is, was, and will always be. Secret sauce = snake oil
    • 16. Content: King is, was, and will always be. Secret sauce = snake oil Spend 80% of your efforts developing great content.
    • 17. Content: King is, was, and will always be. Secret sauce = snake oil Spend 80% of your efforts developing great content. Keyword refinement & SEM comes last. (20%)
    • 18. Content: Be Remark-able! Be Remarkable. http://www.ted.com/index.php/talks/ seth_godin_on_sliced_bread.html
    • 19. Content
    • 20. Content Safe = Boring = Death
    • 21. Content Safe = Boring = Death As fresh as possible, as often as possible.
    • 22. Content: Semantics
    • 23. Content: Semantics Sprinkle keywords (lightly!) across hierarchy of semantic tags. <TITLE> <H1>, <H2>, <H3>, etc <strong>, <emphasis> <img alt=”Image Description” /> <meta> (deprecated?) Yahoo still considers keywords
    • 24. Content: Keywords
    • 25. Content: Keywords Work your target keywords and keyword phrases into header, link, and paragraph content.
    • 26. Content: Keywords Work your target keywords and keyword phrases into header, link, and paragraph content. Use synonyms: http://thesaurus.com
    • 27. Content: K.I.S.S.
    • 28. Content: K.I.S.S. Quality over Quantity
    • 29. Content: K.I.S.S. Quality over Quantity Web users favor scanning over reading. Keep it short and specific.
    • 30. Content: K.I.S.S. Quality over Quantity Web users favor scanning over reading. Keep it short and specific. Google favors pages with high (relevant) keyword density.
    • 31. Content: K.I.S.S. Quality over Quantity Web users favor scanning over reading. Keep it short and specific. Google favors pages with high (relevant) keyword density. Break longer pages into parts.
    • 32. Content: Generic vs Specific
    • 33. Content: Generic vs Specific Both! Create a content hierarchy
    • 34. Content: Generic vs Specific Both! Create a content hierarchy From more generic to more specific.
    • 35. Content: Generic vs Specific Both! Create a content hierarchy From more generic to more specific. Allow users to read (and link to) the appropriate level of detail.
    • 36. Content: Generic vs Specific Both! Create a content hierarchy From more generic to more specific. Allow users to read (and link to) the appropriate level of detail. For example: http://www.instructables.com/
    • 37. Content: ISO Perfection In Search Of Perfection http://www.ted.com/index.php/talks/ malcolm_gladwell_on_spaghetti_sauce.html
    • 38. Content There is no perfect page. There are only perfect pages.
    • 39. Content: Outgoing Links
    • 40. Content: Outgoing Links Your outgoing links help search engines place you in the right “neighborhood.”
    • 41. Content: Outgoing Links Your outgoing links help search engines place you in the right “neighborhood.” Pick a neighborhood with high PageRank.
    • 42. Content: Outgoing Links Your outgoing links help search engines place you in the right “neighborhood.” Pick a neighborhood with high PageRank. Misconceptions
    • 43. Content: Outgoing Links Your outgoing links help search engines place you in the right “neighborhood.” Pick a neighborhood with high PageRank. Misconceptions PageRank dilution
    • 44. Design Before you’ve read a single word, you’ve already formed an opinion about a site’s quality based purely on an emotional response to the design. So do visitors to your site. Don’t give them an excuse not to link to you.
    • 45. Design: Typography
    • 46. Design: Typography Typography for Dummies: http://www.markboulton.co.uk/journal/comments/ five_simple_steps_to_better_typography/
    • 47. Design: Typography
    • 48. Design: Typography No more than 2 - 3 alphabets per line in length. (~80 characters)
    • 49. Design: Typography No more than 2 - 3 alphabets per line in length. (~80 characters) Leading wider than word spacing
    • 50. Design: Typography No more than 2 - 3 alphabets per line in length. (~80 characters) Leading wider than word spacing White text on black?
    • 51. Design: Typography No more than 2 - 3 alphabets per line in length. (~80 characters) Leading wider than word spacing White text on black? Increase the leading & tracking
    • 52. Design: Typography No more than 2 - 3 alphabets per line in length. (~80 characters) Leading wider than word spacing White text on black? Increase the leading & tracking Decrease your font-weight.
    • 53. Design: Typography
    • 54. Design: Typography size relationships between body copy, headers, subheaders, etc. For example:
    • 55. Design: Typography size relationships between body copy, headers, subheaders, etc. For example: <H1> 24px, <H2> 18px, <H3> 16px, <H4> 13px, <body> 11px
    • 56. Design: Typography size relationships between body copy, headers, subheaders, etc. For example: <H1> 24px, <H2> 18px, <H3> 16px, <H4> 13px, <body> 11px weight relationships - For example: primary, secondary, tertiary, quaternary, QUINTARY
    • 57. Design: Whitespace
    • 58. Design: Whitespace http://www.alistapart.com/articles/whitespace
    • 59. Design: Whitespace http://www.alistapart.com/articles/whitespace Striking a balance between the page’s whitespace and areas of high detail allow you to guide the eye from element to element in a predictable way.
    • 60. Design: Whitespace http://www.alistapart.com/articles/whitespace Striking a balance between the page’s whitespace and areas of high detail allow you to guide the eye from element to element in a predictable way. Notice how bullet-to-bullet linespacing is greater than the linespacing within rows of a single bullet?
    • 61. Design: Minimalism
    • 62. Design: Minimalism Minimalist designs:
    • 63. Design: Minimalism Minimalist designs: are more easily achieved because there are fewer page elements to create and make work together.
    • 64. Design: Minimalism Minimalist designs: are more easily achieved because there are fewer page elements to create and make work together. can be scientifically compared for effectiveness.
    • 65. Design: Minimalism Minimalist designs: are more easily achieved because there are fewer page elements to create and make work together. can be scientifically compared for effectiveness. can be aggregated into more complex designs.
    • 66. Technology: Semantics
    • 67. Technology: Semantics <TITLE>, <H1><H2><H3>, <strong><emphasis>, <img alt=”Image Description” />, <a href=”http://domain.com/human-readable.html” />
    • 68. Technology: HTML
    • 69. Technology: HTML Google uses the first 70 characters of page titles
    • 70. Technology: HTML Google uses the first 70 characters of page titles Titles should be More Specific -> Less Specific
    • 71. Technology: HTML Google uses the first 70 characters of page titles Titles should be More Specific -> Less Specific For example: Product Feature | Product Name | Company instead of: Company | Product Name | Product Feature
    • 72. Technology: CSS Use advanced CSS to implement the designer’s vision
    • 73. Technology: CSS Use advanced CSS to implement the designer’s vision Style lists with sprites for attractive yet usable multi- state navigation
    • 74. Technology: CSS Use advanced CSS to implement the designer’s vision Style lists with sprites for attractive yet usable multi- state navigation Style headings with background images for non- standard fonts
    • 75. Technology: CSS Use advanced CSS to implement the designer’s vision Style lists with sprites for attractive yet usable multi- state navigation Style headings with background images for non- standard fonts Download demo of these techniques: http://karoshiethos.com/seo/ http://karoshiethos.com/seo.zip
    • 76. Technology: Syndication
    • 77. Technology: Syndication Indicates that you want people to share and promote your content
    • 78. Technology: Syndication Indicates that you want people to share and promote your content RSS
    • 79. Technology: Syndication Indicates that you want people to share and promote your content RSS embed-able content For-example: YouTube video
    • 80. Technology: Syndication Indicates that you want people to share and promote your content RSS embed-able content For-example: YouTube video free PDFs
    • 81. Technology: Multimedia
    • 82. Technology: Multimedia Search Engines see HTML replaced via Progressive Enhancement (requires JavaScript)
    • 83. Technology: Multimedia Search Engines see HTML replaced via Progressive Enhancement (requires JavaScript) Flash Video - http://karoshiethos.com/seo/video/
    • 84. Technology: Multimedia Search Engines see HTML replaced via Progressive Enhancement (requires JavaScript) Flash Video - http://karoshiethos.com/seo/video/ sIFR - http://wiki.novemberborn.net/sifr3/
    • 85. Technology: Bookmarked Video http://www.mattcutts.com/blog/link-to-youtube- minute-second/
    • 86. Technology: Accessible Flash
    • 87. Technology: Accessible Flash SwfAddress: http://www.asual.com/swfaddress/
    • 88. Technology: Accessible Flash SwfAddress: http://www.asual.com/swfaddress/ Gaia Flash Framework: http://www.gaiaflashframework.com/
    • 89. Technology: Accessible Flash SwfAddress: http://www.asual.com/swfaddress/ Gaia Flash Framework: http://www.gaiaflashframework.com/ Example: http://therepublik.net
    • 90. Technology: Apache mod_rewrite
    • 91. Technology: Apache mod_rewrite If your site is accessible via multiple domains, choose and enforce a canonical domain for your site: RewriteCond %{http_host} ^(www.)?site.com$ [NC] RewriteRule ^(.*)$ http://www.site.org/$1 [R=301,L]
    • 92. Technology: Apache mod_rewrite If your site is accessible via multiple domains, choose and enforce a canonical domain for your site: RewriteCond %{http_host} ^(www.)?site.com$ [NC] RewriteRule ^(.*)$ http://www.site.org/$1 [R=301,L] Choose and enforce a canonical subdomain too: RewriteCond %{HTTP_HOST} !^www. [NC] RewriteRule .* http://www.site.edu%{REQUEST_URI} [R=301,L]
    • 93. Technology: Apache mod_rewrite
    • 94. Technology: Apache mod_rewrite Implement human/search engine friendly URLs for systems that use query parameters
    • 95. Technology: Apache mod_rewrite Implement human/search engine friendly URLs for systems that use query parameters Turn /page.php?id=231 into /page-title.html RewriteRule ^page-title.html page.php?id=231 [nc]
    • 96. Technology: Apache mod_rewrite Implement human/search engine friendly URLs for systems that use query parameters Turn /page.php?id=231 into /page-title.html RewriteRule ^page-title.html page.php?id=231 [nc] Turn /search.php?q=term into /search/term RewriteRule ^search/(.*) search.php?q=$1 [nc]
    • 97. Technology: Apache mod_rewrite Implement human/search engine friendly URLs for systems that use query parameters Turn /page.php?id=231 into /page-title.html RewriteRule ^page-title.html page.php?id=231 [nc] Turn /search.php?q=term into /search/term RewriteRule ^search/(.*) search.php?q=$1 [nc] mod_rewrite docs: http://httpd.apache.org/docs/2.0/ misc/rewriteguide.html
    • 98. Technology: On-site Search
    • 99. Technology: On-site Search Lucene - http://lucene.apache.org/java/docs/
    • 100. Technology: On-site Search Lucene - http://lucene.apache.org/java/docs/ Zend Framework Implementation
    • 101. Technology: On-site Search Lucene - http://lucene.apache.org/java/docs/ Zend Framework Implementation Done correctly, represents a dynamic index of content matching search criteria. Linkable, bookmarkable, sharable.
    • 102. Technology: On-site Search Lucene - http://lucene.apache.org/java/docs/ Zend Framework Implementation Done correctly, represents a dynamic index of content matching search criteria. Linkable, bookmarkable, sharable. Use semantic URLs to link to Lucene searches to auto-categorize content using chosen keywords/ phrases eg. http://example.com/search/engineering
    • 103. Technology: Google Tools
    • 104. Technology: Google Tools Analytics Measure what's working, what isn't.
    • 105. Technology: Google Tools Analytics Measure what's working, what isn't. Optimizer https://www.google.com/analytics/siteopt/splash? hl=en
    • 106. Technology: Google Tools Analytics Measure what's working, what isn't. Optimizer https://www.google.com/analytics/siteopt/splash? hl=en Google Sitemap File https://www.google.com/webmasters/tools/docs/en/ protocol.html
    • 107. Social
    • 108. Social The Cluetrain Manifesto http://www.cluetrain.com
    • 109. Social The Cluetrain Manifesto http://www.cluetrain.com The first markets were markets. Not bulls, bears, or invisible hands. Not battlefields, targets, or arenas. Not demographics, eyeballs, or seats. Most of all, not consumers.
    • 110. Social The Cluetrain Manifesto http://www.cluetrain.com The first markets were markets. Not bulls, bears, or invisible hands. Not battlefields, targets, or arenas. Not demographics, eyeballs, or seats. Most of all, not consumers. These markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked.
    • 111. Social: Bookmarking
    • 112. Social: Bookmarking Digg (and delicious, and StumbleUpon, and...)
    • 113. Social: Bookmarking Digg (and delicious, and StumbleUpon, and...) Make it easy for visitors to share your content (sharethis.com)
    • 114. Social: Viral
    • 115. Social: Viral Flickr
    • 116. Social: Viral Flickr More than just photos, you can upload documents & video
    • 117. Social: Viral Flickr More than just photos, you can upload documents & video YouTube (Vimeo, Revver, etc...)
    • 118. Social: Viral Flickr More than just photos, you can upload documents & video YouTube (Vimeo, Revver, etc...) Avoids encoding/format issues
    • 119. Social: Viral Flickr More than just photos, you can upload documents & video YouTube (Vimeo, Revver, etc...) Avoids encoding/format issues Sharing is built into the player
    • 120. Social: Viral Flickr More than just photos, you can upload documents & video YouTube (Vimeo, Revver, etc...) Avoids encoding/format issues Sharing is built into the player Save bandwidth, server space
    • 121. Social: Networking
    • 122. Social: Networking Facebook
    • 123. Social: Networking Facebook Network with other subject matter experts
    • 124. Social: Networking Facebook Network with other subject matter experts Post links to your content
    • 125. Social: Networking Facebook Network with other subject matter experts Post links to your content Twitter
    • 126. Social: Networking Facebook Network with other subject matter experts Post links to your content Twitter More than just, “I forgot how much I like pickles!”
    • 127. Social: Networking Facebook Network with other subject matter experts Post links to your content Twitter More than just, “I forgot how much I like pickles!” Follow subject experts, stay in tune with your subject
    • 128. Social: Networking Facebook Network with other subject matter experts Post links to your content Twitter More than just, “I forgot how much I like pickles!” Follow subject experts, stay in tune with your subject Tweet about your subject
    • 129. Social: Networking Facebook Network with other subject matter experts Post links to your content Twitter More than just, “I forgot how much I like pickles!” Follow subject experts, stay in tune with your subject Tweet about your subject Link to relevant content on your site and others.
    • 130. Social: Networking Facebook Network with other subject matter experts Post links to your content Twitter More than just, “I forgot how much I like pickles!” Follow subject experts, stay in tune with your subject Tweet about your subject Link to relevant content on your site and others. Join the conversation.
    • 131. Pitfalls
    • 132. Pitfalls 100% Duplicate Content http://googlewebmastercentral.blogspot.com/2009/02/specify-your-canonical.html
    • 133. Pitfalls 100% Duplicate Content http://googlewebmastercentral.blogspot.com/2009/02/specify-your-canonical.html Redirects Use 301 redirects to retain the “juice” from incoming links. Avoid using 302 redirects in all but a few specific cases (eg. same-domain page redirects) http://www.bigoakinc.com/blog/when-to-use-a-301-vs-302-redirect/
    • 134. Pitfalls 100% Duplicate Content http://googlewebmastercentral.blogspot.com/2009/02/specify-your-canonical.html Redirects Use 301 redirects to retain the “juice” from incoming links. Avoid using 302 redirects in all but a few specific cases (eg. same-domain page redirects) http://www.bigoakinc.com/blog/when-to-use-a-301-vs-302-redirect/ If you use a URL shortener for posting links to your site (tinyurl.com, bit.ly, etc...), make sure they use 301 redirects.
    • 135. Pitfalls
    • 136. Pitfalls Paid Links use nofollow in <a> <a href=”http://advertiser.com” rel=”nofollow”>
    • 137. Pitfalls Paid Links use nofollow in <a> <a href=”http://advertiser.com” rel=”nofollow”> Incestuous Linking Sites that only link amongst themselves
    • 138. Pitfalls Paid Links use nofollow in <a> <a href=”http://advertiser.com” rel=”nofollow”> Incestuous Linking Sites that only link amongst themselves Keyword/Link Stuffing Overloading pages with terms and links that do not provide benefits to visitors
    • 139. Pitfalls
    • 140. Pitfalls Spamdexing http://en.wikipedia.org/wiki/Spamdexing
    • 141. Pitfalls Spamdexing http://en.wikipedia.org/wiki/Spamdexing Shared Servers Double-check server blacklists
    • 142. Pitfalls Spamdexing http://en.wikipedia.org/wiki/Spamdexing Shared Servers Double-check server blacklists Bot DOS “Attack” Crawl-Delay: 10 in robots.txt
    • 143. Q&A
    • 144. Useful Links http://www.google.com/support/webmasters/ http://www.seomoz.org/article/beginners-guide-to- search-engine-optimization http://www.seomoz.org/article/search-ranking-factors http://www.seomoz.org/blog/the-web-developers-seo- cheat-sheet http://www.addedbytes.com/apache/url-rewriting-for- beginners/ http://www.addedbytes.com/apache/mod_rewrite- cheat-sheet/

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