SEO at MSNDan CohenGlobal SEO Engineering Leaddan.cohen@microsoft.com | http://dancohen.info/

SEO at scaleMSN covers 47 countries, 21 languages, 465Mil Users, Hotmail and MessengerSelling SEO: Prioritization, Proof, ProgressSearch marketing mix: PPC vs. SEO?Automation: crawler + analysis engineEngagement and EducationCrawlers are users too

Relevance  User vs. Machine

SEO WorkflowEngineeringEditorial

Crawlability: Server OptimizationHTTP CompressionHaving a large website and millions of pages or URLs means a crawler takes a long time to crawl and index your entire siteXML Sitemaps and proper link strategy aren’t always enoughHTTP Compression works like a .zip fileReduces download time for users and crawlersConditional GETDo your pages change often? Why waste time having crawlers re-spider your site?Tell browsers and crawlers that your pages haven’t changedImproves index coverage quickly

IIS 7.0SEO Toolkit

IIS SEO ToolkitSite AnalysisFull and deep SEO analysisRich dashboard and Query BuilderDetailed path-mapping analysisIISBot – a fully-featured crawler engineFull politeness features: analysis boundaries, number of URLs, max Kbs per URLSupport for Sitemaps, Robots.txt and “NOINDEX, NOFOLLOW”Robots ExclusionFull graphical user interface, support for filtering, sorting and groupingControl sitemap locations and “disallow” by path, URL, parameters“Physical” or “logical” view of your websiteSitemapsFull control over sitemaps and sitemap index filesEasy-to-use interfaceTests for broken linkshttp://www.iis.net/extensions/SEOToolkit

Site Analysis

Full and deep SEO analysis

Rich dashboard and Query Builder

Detailed path-mapping analysis

IISBot – a fully-featured crawler engine

Full politeness features: analysis boundaries, number of URLs, max Kbs per URL

Support for Sitemaps, Robots.txt and “NOINDEX, NOFOLLOW”

Robots Exclusion

Full graphical user interface, support for filtering, sorting and grouping

Control sitemap locations and “disallow” by path, URL, parameters

“Physical” or “logical” view of your website

Sitemaps

Full control over sitemaps and sitemap index files

Easy-to-use interface

Tests for broken links

IIS SEO Toolkithttp://www.iis.net/extensions/SEOToolkit

Case StudySEO for MSN Video

Case Study: MSN Videohttp://video.msn.com/video.aspx?mkt=en-gbFlashVideo in FlashFlash and AJAXAJAX

Case Study: MSN Videohttp://video.msn.com/video.aspx?mkt=en-gb

Case Study: MSN Videohttp://video.msn.com/video.aspx?mkt=en-gb

Case Study: MSN VideoReal URLs – One page per videohttp://video.msn.com/?mkt=en-gb&vid=b098ff42-994c-4ebd-8741-1c34737318b7&playlist=search:q:plane:mk:en-gb:sf:ActiveStartDate:vs:1:cs:ENGB_Stupid%20Videos&tab=s1204718424896&from=video_module...becomes http://uk.video.msn.com/videos/woman-in-airport-strop/Build links to the Video pagesEmpower users to share via Social Media and blogging with a single clickAchieve scale by using the inline player on MSN content pagesShow related videosMake the pages CrawlableGet rid of the AJAXCorrect down-level experienceBuild topic relevanceExpose user generated content such as ratings, comments, submitted videosDisplay relevant content from around the network in an automated fashionFull index coverageGeo-target individual countries’ Video destination site with Webmaster Tools validation, META tagging and domainXML Sitemaps and Robots.txt for each market

Thank you Dan CohenGlobal SEO Engineering Leaddan.cohen@microsoft.com | http://dancohen.info/