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Dan Cohen Seo At Scale from A4UExpo London 2009
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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.

Published in: Technology, Design

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  • Breakdown of SEO factors and assignment within internal groups
  • Just one
  • Just one
  • Transcript

    • 1. SEO at MSN
      Dan Cohen
      Global SEO Engineering Lead
      dan.cohen@microsoft.com | http://dancohen.info/
    • 2. 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
    • 3. Relevance  User vs. Machine
    • 4. SEO Workflow
      Engineering
      Editorial
    • 5. 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
    • 6. IIS 7.0
      SEO Toolkit
    • 7. IIS SEO Toolkit
      • Site Analysis
      • 8. Full and deep SEO analysis
      • 9. Rich dashboard and Query Builder
      • 10. Detailed path-mapping analysis
      • 11. IISBot – a fully-featured crawler engine
      • 12. Full politeness features: analysis boundaries, number of URLs, max Kbs per URL
      • 13. Support for Sitemaps, Robots.txt and “NOINDEX, NOFOLLOW”
      • 14. Robots Exclusion
      • 15. Full graphical user interface, support for filtering, sorting and grouping
      • 16. Control sitemap locations and “disallow” by path, URL, parameters
      • 17. “Physical” or “logical” view of your website
      • 18. Sitemaps
      • 19. Full control over sitemaps and sitemap index files
      • 20. Easy-to-use interface
      • 21. Tests for broken links
      http://www.iis.net/extensions/SEOToolkit
    • 22. IIS SEO Toolkit
      http://www.iis.net/extensions/SEOToolkit
    • 23. Case Study
      SEO for MSN Video
    • 24. Case Study: MSN Video
      http://video.msn.com/video.aspx?mkt=en-gb
      Flash
      Video in Flash
      Flash and AJAX
      AJAX
    • 25. Case Study: MSN Video
      http://video.msn.com/video.aspx?mkt=en-gb
    • 26. Case Study: MSN Video
      http://video.msn.com/video.aspx?mkt=en-gb
    • 27. 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
    • 28. Thank you 
      Dan Cohen
      Global SEO Engineering Lead
      dan.cohen@microsoft.com | http://dancohen.info/