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Search Engines
comScore July 2010 Rankings




                              Google   AOL
 65.8%             2.3%       Bi...
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 sy...
“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 des...
“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
• ...
Six Simple Rules
• Can’t outsmart Google (or Bing or Y!)
• Follow Google’s advice
• Obey conventions and standards
• Stay ...
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 spe...
<?xml version="1.0" encoding="UTF-8"?>
<urlset xmlns="http://www.sitemaps.org/
schemas/sitemap/0.9">
   <url>
      <loc>h...
Generating sitemap.xml
• Write it by hand, stick it in public/
• Build a controller, action, and route
 entry to respond t...
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 head...
</crawling>
<indexing>
Don’t sabotage it
• Don’t use a 302 redirect when you
 mean a 301 redirect.
• Make sure images, video, Flash,
 Silverlight...
</indexing>
<ranking>
<title>
• Most important element to search
 engines
• Think long and hard about it
• Keywords! Think like a searcher.
• Be...
URLs
• Override to_param for pretty URLs.

• Dashes are word separators,
 underscores are not. Use dashes.
• International...
<meta>
• <meta name=”description”
  content=”...” />
• Make it unique for every page. Use
  content_for.
• Shown to users,...
Headings and Content
• <h> tags should be used appropriately.

• Page content should match what the
 <title> and <h> tags ...
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...
Search-Friendly Web Development @ Ruby|Web Conference 2010
Search-Friendly Web Development @ Ruby|Web Conference 2010
Search-Friendly Web Development @ Ruby|Web Conference 2010
Search-Friendly Web Development @ Ruby|Web Conference 2010
Search-Friendly Web Development @ Ruby|Web Conference 2010
Search-Friendly Web Development @ Ruby|Web Conference 2010
Search-Friendly Web Development @ Ruby|Web Conference 2010
Search-Friendly Web Development @ Ruby|Web Conference 2010
Search-Friendly Web Development @ Ruby|Web Conference 2010
Search-Friendly Web Development @ Ruby|Web Conference 2010
Search-Friendly Web Development @ Ruby|Web Conference 2010
Search-Friendly Web Development @ Ruby|Web Conference 2010
Search-Friendly Web Development @ Ruby|Web Conference 2010
Search-Friendly Web Development @ Ruby|Web Conference 2010
Search-Friendly Web Development @ Ruby|Web Conference 2010
Search-Friendly Web Development @ Ruby|Web Conference 2010
Search-Friendly Web Development @ Ruby|Web Conference 2010
Search-Friendly Web Development @ Ruby|Web Conference 2010
Search-Friendly Web Development @ Ruby|Web Conference 2010
Search-Friendly Web Development @ Ruby|Web Conference 2010
Search-Friendly Web Development @ Ruby|Web Conference 2010
Search-Friendly Web Development @ Ruby|Web Conference 2010
Search-Friendly Web Development @ Ruby|Web Conference 2010
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Search-Friendly Web Development @ Ruby|Web Conference 2010

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Transcript of "Search-Friendly Web Development @ Ruby|Web Conference 2010"

  1. 1. Search Engines comScore July 2010 Rankings Google AOL 65.8% 2.3% Bing Ask Yahoo 11.0% 3.8% 17.1%
  2. 2. Why?
  3. 3. “SEO Expert”
  4. 4. == “Spammer”
  5. 5. “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.”
  6. 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. 7. “Let FastCGI do its job”.
  8. 8. On average, 40% of traffic comes from organic search*
  9. 9. “Not my audience!”
  10. 10. luigimontanez.com
  11. 11. “Experts” Not Needed
  12. 12. Professional Practices • User-Centric Design • Test-Driven Development • DRY and Maintainable Code • Server Performance • Client-Side Performance • Search Engine Considerations
  13. 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. 14. Search Engine Pipeline • Crawling • Indexing • Ranking
  15. 15. <crawling>
  16. 16. Discovery • Links to your pages from other sites • Links to your pages from within your site • Your sitemap.xml
  17. 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. 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.org User-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. • Account for crawlers with region- specific content.
  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=”tags” ... /> 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. Four Takeaways • Think like a searcher • Optimize your <title>s • Use Google Webmaster Tools • Read the Google Webmaster Blog
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