Search-Friendly Web Development @ Lone Star Ruby Conference 2010
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Search-Friendly Web Development @ Lone Star Ruby Conference 2010



Given on August 28, 2010.

Given on August 28, 2010.



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Search-Friendly Web Development @ Lone Star Ruby Conference 2010 Search-Friendly Web Development @ Lone Star Ruby Conference 2010 Presentation Transcript

  • Search Engines comScore July 2010 Rankings Google AOL 65.8% 2.3% Bing Ask Yahoo 11.0% 3.8% 17.1%
  • Why?
  • “SEO Expert”
  • == “Spammer”
  • “I literally can’t stand the advertising/ marketing/SEO people. They’re making money where there is none, simply because they’re immoral f&@$ 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.”
  • “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
  • “Let FastCGI do its job”.
  • On average, 40% of traffic comes from organic search*
  • “Not my audience!”
  • “Experts” Not Needed
  • Professional Practices • User-Centric Design • Test-Driven Development • DRY and Maintainable Code • Server Performance • Client-Side Performance • Search Engine Considerations
  • 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
  • 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
  • sitemap.xml • Tell search engines exactly what you want them to crawl • • Limit: 50,000 URLs, 10MB • Can specify multiple sitemaps with a sitemap index
  • <?xml version="1.0" encoding="UTF-8"?> <urlset xmlns=" schemas/sitemap/0.9">    <url>       <loc></loc>       <lastmod>2010-01-01</lastmod>       <changefreq>monthly</changefreq>       <priority>0.8</priority>    </url> </urlset>
  • 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.
  • robots.txt • Exclusion rather than inclusion • User-agent: * Disallow: /profile
  • 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.
  • </crawling>
  • <indexing>
  • 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.
  • </indexing>
  • <ranking>
  • <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
  • URLs • Override to_param for pretty URLs. • Dashes are word separators, underscores are not. Use dashes. • International domains are treated as such.
  • <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
  • 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 and display:none in CSS.
  • </ranking>
  • Tools • Google Webmaster Tools • Bing Webmaster Tools • Yahoo! Site Explorer
  • Three Takeaways • Think like a searcher • Optimize your <title>s • Use Google Webmaster Tools