• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Search-Friendly Web Development @ Ruby|Web Conference 2010
 

Search-Friendly Web Development @ Ruby|Web Conference 2010

on

  • 1,312 views

 

Statistics

Views

Total Views
1,312
Views on SlideShare
1,309
Embed Views
3

Actions

Likes
0
Downloads
14
Comments
0

1 Embed 3

http://speakerrate.com 3

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Search-Friendly Web Development @ Ruby|Web Conference 2010 Search-Friendly Web Development @ Ruby|Web 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”
    • “Many of the so-called SEO professionals are not much more than modern snake oil salesmen. They game and manipulate the system for their own intentions.” “SEO is not a legitimate form of marketing. It should not be undertaken by people with brains or souls.”
    • “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!”
    • luigimontanez.com
    • “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 • sitemaps.org • Limit: 50,000 URLs, 10MB • Can specify multiple sitemaps with a sitemap index
    • <?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>
    • 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 • robotstxt.org 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. • Account for crawlers with region- specific 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
    • 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. • Limit use of text-indent:-9999px and display:none in CSS.
    • Rich Snippets • Microformats, RDFa, Microdata
    • </ranking>
    • Tools • Google Webmaster Tools • Bing Webmaster Tools • Yahoo! Site Explorer
    • Four Takeaways • Think like a searcher • Optimize your <title>s • Use Google Webmaster Tools • Read the Google Webmaster Blog