Search EnginescomScore February 2011 Rankings                                  Google   AOL                               ...
Why?
“SEO Expert”
== “Spammer”
White Hat vs.Black Hat
Discovery +Navigation
A Story...
“Not my audience!”
“Not my audience!”
“Experts” Not Needed
Professional Practices• User-Centric Design• Test-Driven Development• DRY and Maintainable Code• Server Performance• Clien...
Six Simple Rules• Can’t outsmart Google (or Bing or Y!)• Follow Google’s advice• Obey conventions and standards• Stay away...
Search Engine Pipeline• Crawling• Indexing• Ranking
<crawling>
Discovery• Links to your pages from other sites• Links to your pages from within your site• Your sitemap.xml
Check internal links$ wget --mirror
sitemap.xml• Tell search engines exactly what you want them to crawl• sitemaps.org• Limit per sitemap: 50,000 URLs, 10MB• ...
<?xml version="1.0" encoding="UTF-8"?><urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">   <url>      <loc>http:...
Generating sitemap.xml• Write it by hand, stick it in public/• Build a controller, action, and route entry to respond to ‘...
robots.txt• Exclusion rather than inclusion• robotstxt.orgUser-agent: *Disallow: /profile
Be nice to the crawler• Be performant. Fast server response. Fast page load. Compress files. Use if- modified-since header....
</crawling>
<indexing>
Don’t sabotage it• Don’t use a 302 redirect when you mean a 301 redirect.• Make sure images, video, Flash, Silverlight, an...
</indexing>
<ranking>
<title>• Most important element to search engines• Think long and hard about it• Keywords! Think like a searcher.• Best fo...
URLs• Override to_param for pretty URLs.• Dashes are word separators, underscores are not. Use dashes.• International doma...
<meta>• <meta name=”description”  content=”...” />• Make it unique for every page. Use  content_for.• Shown to users, does...
Headings and Content• <h> tags should be used appropriately.• Page content should match what the <title> and <h> tags refe...
Rich Snippets• Microformats, RDFa, Microdata
</ranking>
Tools• Google Webmaster Tools• Bing Webmaster Tools• Yahoo! Site Explorer
Five Takeaways• Think like a searcher• Create a sitemap.xml• Optimize your <title>s• Use Google Webmaster Tools• Read the ...
Search-Friendly Web Development at RubyNation
Search-Friendly Web Development at RubyNation
Search-Friendly Web Development at RubyNation
Search-Friendly Web Development at RubyNation
Search-Friendly Web Development at RubyNation
Search-Friendly Web Development at RubyNation
Search-Friendly Web Development at RubyNation
Search-Friendly Web Development at RubyNation
Search-Friendly Web Development at RubyNation
Search-Friendly Web Development at RubyNation
Search-Friendly Web Development at RubyNation
Search-Friendly Web Development at RubyNation
Search-Friendly Web Development at RubyNation
Search-Friendly Web Development at RubyNation
Search-Friendly Web Development at RubyNation
Search-Friendly Web Development at RubyNation
Search-Friendly Web Development at RubyNation
Search-Friendly Web Development at RubyNation
Search-Friendly Web Development at RubyNation
Search-Friendly Web Development at RubyNation
Search-Friendly Web Development at RubyNation
Search-Friendly Web Development at RubyNation
Search-Friendly Web Development at RubyNation
Search-Friendly Web Development at RubyNation
Search-Friendly Web Development at RubyNation
Search-Friendly Web Development at RubyNation
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Search-Friendly Web Development at RubyNation

  1. 1. Search EnginescomScore February 2011 Rankings Google AOL Bing Ask 65.6% 1.7% Yahoo 13.1% 3.4% 16.1%
  2. 2. Why?
  3. 3. “SEO Expert”
  4. 4. == “Spammer”
  5. 5. White Hat vs.Black Hat
  6. 6. Discovery +Navigation
  7. 7. A Story...
  8. 8. “Not my audience!”
  9. 9. “Not my audience!”
  10. 10. “Experts” Not Needed
  11. 11. Professional Practices• User-Centric Design• Test-Driven Development• DRY and Maintainable Code• Server Performance• Client-Side Performance• Search Engine Considerations
  12. 12. Six Simple Rules• Can’t outsmart Google (or Bing or Y!)• Follow Google’s advice• Obey conventions and standards• Stay away from hacks• Understand how search engines work• Think like a searcher
  13. 13. Search Engine Pipeline• Crawling• Indexing• Ranking
  14. 14. <crawling>
  15. 15. Discovery• Links to your pages from other sites• Links to your pages from within your site• Your sitemap.xml
  16. 16. Check internal links$ wget --mirror
  17. 17. sitemap.xml• Tell search engines exactly what you want them to crawl• sitemaps.org• Limit per sitemap: 50,000 URLs, 10MB• Can specify multiple sitemaps with a sitemap index
  18. 18. <?xml version="1.0" encoding="UTF-8"?><urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">   <url>      <loc>http://example.com/about</loc>      <lastmod>2010-01-01</lastmod>      <changefreq>monthly</changefreq>      <priority>0.8</priority>   </url></urlset>
  19. 19. Generating sitemap.xml• Write it by hand, stick it in public/• Build a controller, action, and route entry to respond to ‘sitemap.xml’. Use XML Builder to generate the entries. Cache it.• Importantly: Strive for 100% coverage.
  20. 20. robots.txt• Exclusion rather than inclusion• robotstxt.orgUser-agent: *Disallow: /profile
  21. 21. Be nice to the crawler• Be performant. Fast server response. Fast page load. Compress files. Use if- modified-since header.• Non-www vs. www - pick one.• Ensure unique content. Use <link rel=”canonical”/> where approriate.
  22. 22. </crawling>
  23. 23. <indexing>
  24. 24. Don’t sabotage it• Don’t use a 302 redirect when you mean a 301 redirect.• Make sure images, video, Flash, Silverlight, and AJAX are accessible.• See the Google Webmaster Central Blog for details.• Region-specific content? Think about the bots.
  25. 25. </indexing>
  26. 26. <ranking>
  27. 27. <title>• Most important element to search engines• Think long and hard about it• Keywords! Think like a searcher.• Best format: Page Title | Site Name
  28. 28. URLs• Override to_param for pretty URLs.• Dashes are word separators, underscores are not. Use dashes.• International domains are treated as such.
  29. 29. <meta>• <meta name=”description” content=”...” />• Make it unique for every page. Use content_for.• Shown to users, doesn’t affect ranking.• <meta name=”keywords” ... /> is ignored
  30. 30. Headings and Content• <h> tags should be used appropriately.• Page content should match what the <title> and <h> tags refer to.• Limit use of text-indent:-9999px and display:none in CSS.
  31. 31. Rich Snippets• Microformats, RDFa, Microdata
  32. 32. </ranking>
  33. 33. Tools• Google Webmaster Tools• Bing Webmaster Tools• Yahoo! Site Explorer
  34. 34. Five Takeaways• Think like a searcher• Create a sitemap.xml• Optimize your <title>s• Use Google Webmaster Tools• Read the Google Webmaster Blog
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