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Dan Cohen Seo At Scale from A4UExpo London 2009
 

Dan Cohen Seo At Scale from A4UExpo London 2009

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Dan Cohen's SEO at Scale presentation from A4UExpo, London October 13th 2009.

Dan Cohen's SEO at Scale presentation from A4UExpo, London October 13th 2009.

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Dan Cohen Seo At Scale from A4UExpo London 2009 Dan Cohen Seo At Scale from A4UExpo London 2009 Presentation Transcript

  • SEO at MSN
    Dan Cohen
    Global SEO Engineering Lead
    dan.cohen@microsoft.com | http://dancohen.info/
  • SEO at scale
    MSN covers 47 countries, 21 languages, 465Mil Users, Hotmail and Messenger
    Selling SEO: Prioritization, Proof, Progress
    Search marketing mix: PPC vs. SEO?
    Automation: crawler + analysis engine
    Engagement and Education
    Crawlers are users too
  • Relevance  User vs. Machine
  • SEO Workflow
    Engineering
    Editorial
  • Crawlability: Server Optimization
    HTTP Compression
    Having a large website and millions of pages or URLs means a crawler takes a long time to crawl and index your entire site
    XML Sitemaps and proper link strategy aren’t always enough
    HTTP Compression works like a .zip file
    Reduces download time for users and crawlers
    Conditional GET
    Do your pages change often?
    Why waste time having crawlers re-spider your site?
    Tell browsers and crawlers that your pages haven’t changed
    Improves index coverage quickly
  • IIS 7.0
    SEO Toolkit
  • IIS SEO Toolkit
    • 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
    http://www.iis.net/extensions/SEOToolkit
  • IIS SEO Toolkit
    http://www.iis.net/extensions/SEOToolkit
  • Case Study
    SEO for MSN Video
  • Case Study: MSN Video
    http://video.msn.com/video.aspx?mkt=en-gb
    Flash
    Video in Flash
    Flash and AJAX
    AJAX
  • Case Study: MSN Video
    http://video.msn.com/video.aspx?mkt=en-gb
  • Case Study: MSN Video
    http://video.msn.com/video.aspx?mkt=en-gb
  • Case Study: MSN Video
    Real URLs – One page per video
    http://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 pages
    Empower users to share via Social Media and blogging with a single click
    Achieve scale by using the inline player on MSN content pages
    Show related videos
    Make the pages Crawlable
    Get rid of the AJAX
    Correct down-level experience
    Build topic relevance
    Expose user generated content such as ratings, comments, submitted videos
    Display relevant content from around the network in an automated fashion
    Full index coverage
    Geo-target individual countries’ Video destination site with Webmaster Tools validation, META tagging and domain
    XML Sitemaps and Robots.txt for each market
  • Thank you 
    Dan Cohen
    Global SEO Engineering Lead
    dan.cohen@microsoft.com | http://dancohen.info/