Search-Friendly Web Development @ DC RUG - August 2010
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Search-Friendly Web Development @ DC RUG - August 2010

  • 834 views
Uploaded on

Geared towards Ruby on Rails developers.

Geared towards Ruby on Rails developers.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
834
On Slideshare
834
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
3
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Search Engines comScore June 2010 Rankings 2.2% Google AOL Bing Ask 62.6% 12.7% Yahoo 3.6% 18.9%
  • 2. Why?
  • 3. “SEO Expert”
  • 4. == “Spammer”
  • 5. “I literally can’t stand the advertising/ marketing/SEO people. They’re making money where there is none, simply because they’re immoral fucktards who are capable of badgering people just to make a little ching. They’re paying overseas workers crap wages to do technical work that is immoral if not illegal, and they do it simply to make money.”
  • 6. “I'm not an SEO expert, but [it] seems like SEO is something spam sites do. If you are trying to create a high quality destination site, just write good content and let Google do its job.” - Sachin Agarwal, CEO Posterous
  • 7. “Let FastCGI do its job”.
  • 8. On average, 40% of traffic comes from organic search*
  • 9. “Not my audience!”
  • 10. luigimontanez.com
  • 11. “Experts” Not Needed
  • 12. Professional Practices • User-Centric Design • Test-Driven Development • DRY and Maintainable Code • Server Performance • Client-Side Performance • Search Engine Considerations
  • 13. Six Simple Rules • Can’t outsmart Google (or Bing or Y!) • Follow Google’s advice • Obey conventions and standards • Stay away from hacks • Think like a search engine • Think like a searcher
  • 14. Search Engine Pipeline • Crawling • Indexing • Ranking
  • 15. <crawling>
  • 16. Discovery • Links to your pages from other sites • Links to your pages from within your site • Your sitemap.xml
  • 17. sitemap.xml • Tell search engines exactly what you want them to crawl • sitemaps.org • Limit: 50,000 URLs, 10MB • Can specify multiple sitemaps with a sitemap index
  • 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. 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. robots.txt • Exclusion rather than inclusion • robotstxt.org User-agent: * Disallow: /profile
  • 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. </crawling>
  • 23. <indexing>
  • 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. • Don’t change content based on region. • Don’t require cookies to view content.
  • 25. </indexing>
  • 26. <ranking>
  • 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 • ProTip: Append &pws=0 for testing in Google
  • 28. URLs • Override to_param for pretty URLs. • Dashes are word separators, underscores are not. Use dashes. • International domains are treated as such.
  • 29. <meta> • <meta name=”description” content=”...” /> • Make it unique for every page. Use content_for. • Shown to users, doesn’t affect ranking. • <meta name=”tags” ... /> is ignored
  • 30. Headings and Content • <h> tags should be used appropriately. • Page content should match what the <title> and <h> tags refer to. • Avoid text-indent:-9999px CSS. • Watch out for content hijackers.
  • 31. </ranking>
  • 32. Tools • Google Webmaster Tools • Bing Webmaster Tools • Yahoo! Site Explorer
  • 33. Three Takeaways • Think like a searcher • Optimize your <title>s • Use Google Webmaster Tools