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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


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


  • 1. SEO at MSN
    Dan Cohen
    Global SEO Engineering Lead |
  • 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
  • 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
  • 22. IIS SEO Toolkit
  • 23. Case Study
    SEO for MSN Video
  • 24. Case Study: MSN Video
    Video in Flash
    Flash and AJAX
  • 25. Case Study: MSN Video
  • 26. Case Study: MSN Video
  • 27. Case Study: MSN Video
    Real URLs – One page per video
    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 |