Designing for your least able user Michael Smethurst Information Architect BBC Audio and Music
The first rule of SEO
Never believe anyone who claims to know anything about SEO
Google is like Coca Cola
Only 2 people know how it's made...
...and they're not telling
Having said that…
Some things we know make no difference to your PageRank
Meta description element Meta keywords element (hidden data is too easy to spam)
Meta description element Meta keywords element (hidden data is too easy to spam)
Meta description element Meta keywords element (hidden data is too easy to spam)
Some caveats
If your local site search is a little behind the Google curve it may still use meta elements to index content Google doesn...
If your local site search is a little behind the Google curve it may still use meta elements to index content Google doesn...
One thing we know makes little difference
Keywords in URIs
Adding keywords to URIs is a common SEO recommendation Google say it makes no difference to their indexing It MAY have an ...
Adding keywords to URIs is a common SEO recommendation Google say it makes no difference to their indexing It MAY have an ...
Adding keywords to URIs is a common SEO recommendation Google say it makes no difference to their indexing It MAY have an ...
Adding keywords to URIs is a common SEO recommendation Google say it makes no difference to their indexing It MAY have an ...
Some things that do make a difference
Well structured semantic (x)HTML - h1s, h2s etc Search sitemaps
Well structured semantic (x)HTML - h1s, h2s etc Search sitemaps
One thing that makes lots of difference
Write in plain English Use words your users are likely to use and search for
Write in plain English Use words your users are likely to use and search for
But…
Don’t repeat yourself unnecessarily Write for people not for search bots If you saturate your content with repeated keywor...
Don’t repeat yourself unnecessarily Write for people not for search bots If you saturate your content with repeated keywor...
Don’t repeat yourself unnecessarily Write for people not for search bots If you saturate your content with repeated keywor...
Don’t repeat yourself unnecessarily Write for people not for search bots If you saturate your content with repeated keywor...
… and one thing that makes all the difference is…
links   links   links   links   links   links   links   links   links  links   links   links   links   links   links   lin...
The more your page is linked to the higher your PageRank The higher the PageRank of pages that link to your page the highe...
The more your page is linked to the higher your PageRank The higher the PageRank of pages that link to your page the highe...
In addition to the density of links the titles of those links are all important Don’t do this: To find out more about {imp...
In addition to the density of links the titles of those links are all important Don’t do this: To find out more about {imp...
In addition to the density of links the titles of those links are all important Don’t do this: To find out more about {imp...
The importance of link titles is what leads to link spam (see ‘miserable failure’)
Remember!
You can’t make people link to you How well your site fares in search engines is at the discretion of the web The only thin...
You can’t make people link to you How well your site fares in search engines is at the discretion of the web The only thin...
You can’t make people link to you How well your site fares in search engines is at the discretion of the web The only thin...
How to encourage linking
Make good content!!! Stuff that people want to pass on to friends, cite and bookmark Spend time getting your URI schema ri...
Make good content!!! Stuff that people want to pass on to friends, cite and bookmark Spend time getting your URI schema ri...
Make good content!!! Stuff that people want to pass on to friends, cite and bookmark Spend time getting your URI schema ri...
Share the love
Links make the web a better place Don’t be a link sink If you like something link to it And go easy on the rel nofollows
Links make the web a better place Don’t be a link sink If you like something link to it And go easy on the rel nofollows
Links make the web a better place Don’t be a link sink If you like something link to it And go easy on the rel nofollows
Links make the web a better place Don’t be a link sink If you like something link to it And go easy on the rel nofollows
Three rules for URI design
URIs should be: Human readable Hackable Persistent And the greatest of these is persistent
URIs should be: Human readable Hackable Persistent And the greatest of these is persistent
URIs should be: Human readable Hackable Persistent And the greatest of these is persistent
URIs should be: Human readable Hackable Persistent And the greatest of these is persistent
URIs should be: Human readable Hackable Persistent And the greatest of these is persistent
Before adding keywords to URIs think what happens when those keywords change - can you generate appropriate redirects?  Do...
Before adding keywords to URIs think what happens when those keywords change - can you generate appropriate redirects?  Do...
Before adding keywords to URIs think what happens when those keywords change - can you generate appropriate redirects?  Do...
Cool URIs
One URI per concept; one concept per URI   Avoid semantic drift (this year’s Glastonbury was not last year’s Glastonbury) ...
One URI per concept; one concept per URI  Avoid semantic drift (this year’s Glastonbury was not last year’s Glastonbury)  ...
One URI per concept; one concept per URI  Avoid semantic drift (this year’s Glastonbury was not last year’s Glastonbury)  ...
One URI per concept; one concept per URI  Avoid semantic drift (this year’s Glastonbury was not last year’s Glastonbury)  ...
One URI per concept; one concept per URI  Avoid semantic drift (this year’s Glastonbury was not last year’s Glastonbury)  ...
Finally
Google are cleverer than we are - you can't cheat em Google are only trying to reward good behaviour - play nicely Remembe...
Google are cleverer than we are - you can't cheat em Google are only trying to reward good behaviour - play nicely Remembe...
Google are cleverer than we are - you can't cheat em Google are only trying to reward good behaviour - play nicely Remembe...
Think of search bots as your least able users If you stick to the common rules for accessibility, you won't go far wrong D...
Think of search bots as your least able users If you stick to the common rules for accessibility, you won't go far wrong D...
Think of search bots as your least able users If you stick to the common rules for accessibility, you won't go far wrong D...
Think of search bots as your least able users If you stick to the common rules for accessibility, you won't go far wrong D...
Think of search bots as your least able users If you stick to the common rules for accessibility, you won't go far wrong D...
Absolutely finally
Magazines are made of pages, websites are made of links...
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Designing For Your Least Able User

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Transcript of "Designing For Your Least Able User"

  1. 1. Designing for your least able user Michael Smethurst Information Architect BBC Audio and Music
  2. 2. The first rule of SEO
  3. 3. Never believe anyone who claims to know anything about SEO
  4. 4. Google is like Coca Cola
  5. 5. Only 2 people know how it's made...
  6. 6. ...and they're not telling
  7. 7. Having said that…
  8. 8. Some things we know make no difference to your PageRank
  9. 9. Meta description element Meta keywords element (hidden data is too easy to spam)
  10. 10. Meta description element Meta keywords element (hidden data is too easy to spam)
  11. 11. Meta description element Meta keywords element (hidden data is too easy to spam)
  12. 12. Some caveats
  13. 13. If your local site search is a little behind the Google curve it may still use meta elements to index content Google doesn't index the description element BUT sometimes search engines do use this (along with the page title element) in the search results displayed to users. You still need to write good titles and descriptions
  14. 14. If your local site search is a little behind the Google curve it may still use meta elements to index content Google doesn't index the description element BUT sometimes search engines do use this (along with the page title element) in the search results displayed to users. You still need to write good titles and descriptions
  15. 15. One thing we know makes little difference
  16. 16. Keywords in URIs
  17. 17. Adding keywords to URIs is a common SEO recommendation Google say it makes no difference to their indexing It MAY have an effect on Yahoo but no-one seems sure We’ll come back to this!
  18. 18. Adding keywords to URIs is a common SEO recommendation Google say it makes no difference to their indexing It MAY have an effect on Yahoo but no-one seems sure We’ll come back to this!
  19. 19. Adding keywords to URIs is a common SEO recommendation Google say it makes no difference to their indexing It MAY have an effect on Yahoo but no-one seems sure We’ll come back to this!
  20. 20. Adding keywords to URIs is a common SEO recommendation Google say it makes no difference to their indexing It MAY have an effect on Yahoo but no-one seems sure We’ll come back to this!
  21. 21. Some things that do make a difference
  22. 22. Well structured semantic (x)HTML - h1s, h2s etc Search sitemaps
  23. 23. Well structured semantic (x)HTML - h1s, h2s etc Search sitemaps
  24. 24. One thing that makes lots of difference
  25. 25. Write in plain English Use words your users are likely to use and search for
  26. 26. Write in plain English Use words your users are likely to use and search for
  27. 27. But…
  28. 28. Don’t repeat yourself unnecessarily Write for people not for search bots If you saturate your content with repeated keywords it will be unpleasant to read and less useful If it’s less useful people won’t link to it…
  29. 29. Don’t repeat yourself unnecessarily Write for people not for search bots If you saturate your content with repeated keywords it will be unpleasant to read and less useful If it’s less useful people won’t link to it…
  30. 30. Don’t repeat yourself unnecessarily Write for people not for search bots If you saturate your content with repeated keywords it will be unpleasant to read and less useful If it’s less useful people won’t link to it…
  31. 31. Don’t repeat yourself unnecessarily Write for people not for search bots If you saturate your content with repeated keywords it will be unpleasant to read and less useful If it’s less useful people won’t link to it…
  32. 32. … and one thing that makes all the difference is…
  33. 33. links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links
  34. 34. The more your page is linked to the higher your PageRank The higher the PageRank of pages that link to your page the higher your Page Rank
  35. 35. The more your page is linked to the higher your PageRank The higher the PageRank of pages that link to your page the higher your PageRank
  36. 36. In addition to the density of links the titles of those links are all important Don’t do this: To find out more about {important key word} click <a href=“..”>here</a> Do this: Find out more about <a href=“..”>{important key word}</a>
  37. 37. In addition to the density of links the titles of those links are all important Don’t do this: To find out more about {important key word} click <a href=“..”>here</a> Do this: Find out more about <a href=“..”>{important key word}</a>
  38. 38. In addition to the density of links the titles of those links are all important Don’t do this: To find out more about {important key word} click <a href=“..”>here</a> Do this: Find out more about <a href=“..”>{important key word}</a>
  39. 39. The importance of link titles is what leads to link spam (see ‘miserable failure’)
  40. 40. Remember!
  41. 41. You can’t make people link to you How well your site fares in search engines is at the discretion of the web The only things you can do are build links from aggregations and help to encourage linking
  42. 42. You can’t make people link to you How well your site fares in search engines is at the discretion of the web The only things you can do are build links from aggregations and help to encourage linking
  43. 43. You can’t make people link to you How well your site fares in search engines is at the discretion of the web The only things you can do are build links from aggregations and help to encourage linking
  44. 44. How to encourage linking
  45. 45. Make good content!!! Stuff that people want to pass on to friends, cite and bookmark Spend time getting your URI schema right Make every nugget of content addressable
  46. 46. Make good content!!! Stuff that people want to pass on to friends, cite and bookmark Spend time getting your URI schema right Make every nugget of content addressable
  47. 47. Make good content!!! Stuff that people want to pass on to friends, cite and bookmark Spend time getting your URI schema right Make every nugget of content addressable
  48. 48. Share the love
  49. 49. Links make the web a better place Don’t be a link sink If you like something link to it And go easy on the rel nofollows
  50. 50. Links make the web a better place Don’t be a link sink If you like something link to it And go easy on the rel nofollows
  51. 51. Links make the web a better place Don’t be a link sink If you like something link to it And go easy on the rel nofollows
  52. 52. Links make the web a better place Don’t be a link sink If you like something link to it And go easy on the rel nofollows
  53. 53. Three rules for URI design
  54. 54. URIs should be: Human readable Hackable Persistent And the greatest of these is persistent
  55. 55. URIs should be: Human readable Hackable Persistent And the greatest of these is persistent
  56. 56. URIs should be: Human readable Hackable Persistent And the greatest of these is persistent
  57. 57. URIs should be: Human readable Hackable Persistent And the greatest of these is persistent
  58. 58. URIs should be: Human readable Hackable Persistent And the greatest of these is persistent
  59. 59. Before adding keywords to URIs think what happens when those keywords change - can you generate appropriate redirects? Don’t sacrifice persistence for the sake of readability / hackability Cool URIs don't change
  60. 60. Before adding keywords to URIs think what happens when those keywords change - can you generate appropriate redirects? Don’t sacrifice persistence for the sake of readability / hackability Cool URIs don't change
  61. 61. Before adding keywords to URIs think what happens when those keywords change - can you generate appropriate redirects? Don’t sacrifice persistence for the sake of readability / hackability Cool URIs don't change
  62. 62. Cool URIs
  63. 63. One URI per concept; one concept per URI Avoid semantic drift (this year’s Glastonbury was not last year’s Glastonbury) Minimise redirects - Google will only pass PageRank for one 301 Don't expose your technology stack (.shtml, /cgi-bin/, .php, /struts/, .jsp) Return an appropriate representation (one URI for desktop + mobile + API with conneg)
  64. 64. One URI per concept; one concept per URI Avoid semantic drift (this year’s Glastonbury was not last year’s Glastonbury) Minimise redirects - Google will only pass PageRank for one 301 Don't expose your technology stack (.shtml, /cgi-bin/, .php, /struts/, .jsp) Return an appropriate representation (one URI for desktop + mobile + API with conneg)
  65. 65. One URI per concept; one concept per URI Avoid semantic drift (this year’s Glastonbury was not last year’s Glastonbury) Minimise redirects - Google will only pass PageRank for one 301 Don't expose your technology stack (.shtml, /cgi-bin/, .php, /struts/, .jsp) Return an appropriate representation (one URI for desktop + mobile + API with conneg)
  66. 66. One URI per concept; one concept per URI Avoid semantic drift (this year’s Glastonbury was not last year’s Glastonbury) Minimise redirects - Google will only pass PageRank for one 301 Don't expose your technology stack (.shtml, /cgi-bin/, .php, /struts/, .jsp) Return an appropriate representation (one URI for desktop + mobile + API with conneg)
  67. 67. One URI per concept; one concept per URI Avoid semantic drift (this year’s Glastonbury was not last year’s Glastonbury) Minimise redirects - Google will only pass PageRank for one 301 Don't expose your technology stack (.shtml, /cgi-bin/, .php, /struts/, .jsp) Return an appropriate representation (one URI for desktop + mobile + API with conneg)
  68. 68. Finally
  69. 69. Google are cleverer than we are - you can't cheat em Google are only trying to reward good behaviour - play nicely Remember your pages are for humans first and search bots second. Don't wreck your UX by chasing the SEO money
  70. 70. Google are cleverer than we are - you can't cheat em Google are only trying to reward good behaviour - play nicely Remember your pages are for humans first and search bots second. Don't wreck your UX by chasing the SEO money
  71. 71. Google are cleverer than we are - you can't cheat em Google are only trying to reward good behaviour - play nicely Remember your pages are for humans first and search bots second. Don't wreck your UX by chasing the SEO money http://www.meangene.com/google/design_for_google.html
  72. 72. Think of search bots as your least able users If you stick to the common rules for accessibility, you won't go far wrong Don’t rely on Flash for navigation Degrade any JavaScript / AJAX gracefully If you must use forms provide other browsable / crawlable routes to content
  73. 73. Think of search bots as your least able users If you stick to the common rules for accessibility, you won't go far wrong Don’t rely on Flash for navigation Degrade any JavaScript / AJAX gracefully If you must use forms provide other browsable / crawlable routes to content
  74. 74. Think of search bots as your least able users If you stick to the common rules for accessibility, you won't go far wrong Don’t rely on Flash for navigation Degrade any JavaScript / AJAX gracefully If you must use forms provide other browsable / crawlable routes to content
  75. 75. Think of search bots as your least able users If you stick to the common rules for accessibility, you won't go far wrong Don’t rely on Flash for navigation Degrade any JavaScript / AJAX gracefully If you must use forms provide other browsable / crawlable routes to content
  76. 76. Think of search bots as your least able users If you stick to the common rules for accessibility, you won't go far wrong Don’t rely on Flash for navigation Degrade any JavaScript / AJAX gracefully If you must use forms provide other browsable / crawlable routes to content
  77. 77. Absolutely finally
  78. 78. Magazines are made of pages, websites are made of links...
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