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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

  • 1. Search Engines comScore July 2010 Rankings Google AOL 65.8% 2.3% Bing Ask Yahoo 11.0% 3.8% 17.1%
  • 2. Why?
  • 3. “SEO Expert”
  • 4. == “Spammer”
  • 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. “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. • Account for crawlers with region- specific 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
  • 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. • Limit use of text-indent:-9999px and display:none in CSS.
  • 31. Rich Snippets • Microformats, RDFa, Microdata
  • 32. </ranking>
  • 33. Tools • Google Webmaster Tools • Bing Webmaster Tools • Yahoo! Site Explorer
  • 34. Four Takeaways • Think like a searcher • Optimize your <title>s • Use Google Webmaster Tools • Read the Google Webmaster Blog