Technical SEO CEO Summit Speaker:  Ian McAnerin,  CEO McAnerin International Inc.
Who? Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>YOU ! ( Probably ) </li></ul><ul><li>In our exper...
Where? Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>Problems can be a single critical issue, but mo...
Why or How? Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>Accident or omission </li></ul><ul><li>Del...
What? Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>The Seven Deadly Technical Sins </li></ul><ul><l...
Hosting and Infrastructure  Copyright 2009 McAnerin International Inc. February 4, 2011 Small Business = LAMP  (Linux, Apa...
Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>Multiple Servers </li></ul><ul><li>Rotating IP address...
DNS and Domains Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>www vs non-www versions of sites </li>...
DNS and Domains Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>Rule of Thumb: </li></ul><ul><li>TLD (...
Errors and Redirects Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>An error page should always respo...
Errors and Redirects Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>Fun with error pages: an intellig...
Errors and Redirects Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>30 1  redirect (Permanent)   </l...
Errors and Redirects Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>Parameters: </li></ul><ul><li>URL...
HTML Validation Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>Search engines strip most HTML code ou...
Spider Traps Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>Spider Trap:  Dead ends, such as Word or ...
Scripting and Objects Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>Search engines don’t run scripts...
Geolocation / Personalization Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>A gTLD (.com, .net) is a...
More Questions? Copyright 2009 McAnerin International Inc. February 4, 2011
About Us Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>About Us </li></ul><ul><li>McAnerin Internati...
Contact Us Copyright 2009 McAnerin International Inc. February 4, 2011 Bankers Hall – West Tower 888 3rd St SW 10FL Calgar...
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McAnerin technical seo

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Slides presented at SMS India 2011 in Bangalore. The title font didn't upload properly - I'll fix on later presentations.

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McAnerin technical seo

  1. 1. Technical SEO CEO Summit Speaker: Ian McAnerin, CEO McAnerin International Inc.
  2. 2. Who? Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>YOU ! ( Probably ) </li></ul><ul><li>In our experience, roughly 60% of SEO issues can be traced to technical problems. </li></ul><ul><li>Most companies face unnecessary hurdles due to technical issues that can often be fixed in minutes. </li></ul>
  3. 3. Where? Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>Problems can be a single critical issue, but more commonly are a combination of several issues. </li></ul><ul><li>Often an accumulation of problems results in an accumulation of distrust for the site as a whole. </li></ul>
  4. 4. Why or How? Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>Accident or omission </li></ul><ul><li>Deliberately done to accomplish another goal. </li></ul><ul><li>Software bug or hardware glitch </li></ul><ul><li>Technical limitation of environment </li></ul><ul><li>Political or management decisions. </li></ul>
  5. 5. What? Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>The Seven Deadly Technical Sins </li></ul><ul><li>Hosting and Infrastructure </li></ul><ul><li>DNS and Domains </li></ul><ul><li>Errors and Redirects </li></ul><ul><li>HTML Validation </li></ul><ul><li>Spider Traps </li></ul><ul><li>Scripting and Objects </li></ul><ul><li>Geolocation / Personalization Disconnect </li></ul>
  6. 6. Hosting and Infrastructure Copyright 2009 McAnerin International Inc. February 4, 2011 Small Business = LAMP (Linux, Apache, MySQL, PHP) Medium = LAMP or IIS Cluster Large = IIS Cluster Mega = Custom OS: GoogleOS, Dynamo Why Care?: Slow response times = site Google doesn’t want to send many visitors to. Also slower indexing.
  7. 7. Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>Multiple Servers </li></ul><ul><li>Rotating IP addresses (load balancing) = many different sites = duplication. </li></ul><ul><li>Edge computing can cause geolocation issues. </li></ul><ul><li>Fix : detect spiders and send to a canonical site version. </li></ul>Hosting and Infrastructure
  8. 8. DNS and Domains Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>www vs non-www versions of sites </li></ul><ul><li>Subdomain.domain.TLD/subdirectory www.mysite.com/stuff </li></ul><ul><li>Subdomains and sub-subdomains (circular dependency) </li></ul><ul><li>Multiple DNS servers sometimes not updated = weird results. </li></ul>
  9. 9. DNS and Domains Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>Rule of Thumb: </li></ul><ul><li>TLD (and ccTLD) for country </li></ul><ul><li>Subdomains for language or major groups </li></ul><ul><li>Subdirectories for Topics </li></ul><ul><li>language.domain.ccTLD/topic/page.htm </li></ul><ul><li>en.canada.ca/justice/introduction.htm </li></ul>
  10. 10. Errors and Redirects Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>An error page should always respond with a 404. </li></ul><ul><li>Strongly recommended that you use custom error pages for usability, but watch for error codes. </li></ul><ul><li>Error responses are different at directory and page level – test both. </li></ul>
  11. 11. Errors and Redirects Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>Fun with error pages: an intelligent error page can solve a lot of problems, such as redirecting old pages. </li></ul><ul><li>Google Webmaster Tools are strongly recommended – need working error page and robots.txt file. </li></ul><ul><li>www.mcanerin.com/EN/search-engine/robots-txt.asp </li></ul><ul><li>Or search “robots.txt generator” </li></ul>
  12. 12. Errors and Redirects Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>30 1 redirect (Permanent)  </li></ul><ul><li>30 2 redirect (Temporary)  </li></ul><ul><li>200 OK </li></ul>
  13. 13. Errors and Redirects Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>Parameters: </li></ul><ul><li>URL = http://www.ibm.com/ UAG = Mozilla/5.0 (Windows; U; Windows NT 6.0; en-US; rv:1.9) Gecko/2008052906 Firefox/3.0 Receiving Header: </li></ul><ul><li>HTTP/1.1· 302·Found (CR)(LF) Date:·Sun,·14·Sep·2008·10:11:01·GMT(CR)(LF) Server:·IBM_HTTP_Server(CR)(LF) Location:· http://www.ibm.com/us/( CR)(LF) </li></ul><ul><li>Receiving Header: </li></ul><ul><li>HTTP/1.1· 200·OK (CR)(LF) Date:·Sun,·14·Sep·2008·10:11:01·GMT(CR)(LF) Server:·IBM_HTTP_Server(CR)(LF) </li></ul>
  14. 14. HTML Validation Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>Search engines strip most HTML code out of a document before parsing, so most HTML validation errors do not affect rankings. </li></ul><ul><li>Exception: Some errors, such as a missing “>”, can kill the indexing of your page. </li></ul><ul><li>Best Practice: always try to validate your code. </li></ul>
  15. 15. Spider Traps Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>Spider Trap: Dead ends, such as Word or PDF documents. </li></ul><ul><li>Honey Pot: PR sculpting to the extreme – creates a circular trap. </li></ul><ul><li>Anchor Away: Only the first anchor text of a link on a page counts. </li></ul><ul><li>Infinite URLs: Pages with more than one URL to them – canonical issue. </li></ul>
  16. 16. Scripting and Objects Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>Search engines don’t run scripts. </li></ul><ul><li>Script that changes look of link = good . Script that builds link on the fly = bad </li></ul><ul><li>Flash is not indexable. (Well, it is, but it’s best to assume it isn’t). Most AJAX isn’t. </li></ul><ul><li>An Iframe is treated as a separate page – includes are better. </li></ul><ul><li>Use a spider simulator (i.e. SEO-Browser, Lynx) to test site. </li></ul>
  17. 17. Geolocation / Personalization Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>A gTLD (.com, .net) is almost always geolocated via IP address </li></ul><ul><li>A ccTLD (.ws, .la, .tv) overrides IP geolocation </li></ul><ul><li>Duplication problem does not affect clearly geolocated sites </li></ul><ul><li>Always declare language and character types on web pages. </li></ul>
  18. 18. More Questions? Copyright 2009 McAnerin International Inc. February 4, 2011
  19. 19. About Us Copyright 2009 McAnerin International Inc. February 4, 2011 <ul><li>About Us </li></ul><ul><li>McAnerin International Inc is a search marketing firm specializing in international and global SEO, SEM and PPC (Pay per Click) marketing. If you are marketing online to another country, we can help you! </li></ul><ul><li>Services </li></ul><ul><li>Translation and SEO of websites and web pages </li></ul><ul><li>Consultation on the geolocation and localization of websites </li></ul><ul><li>Multi-language/country SEO and link building </li></ul><ul><li>Multi-language/country PPC and SEM </li></ul><ul><li>General SEO, SEM and PPC (i.e. global) </li></ul><ul><li>Website analytics implementation and consulting </li></ul><ul><li>Conversion, Usability and Retention consultation </li></ul>
  20. 20. Contact Us Copyright 2009 McAnerin International Inc. February 4, 2011 Bankers Hall – West Tower 888 3rd St SW 10FL Calgary, AB, Canada T2P 5C5 Web: www.mcanerin.com Email: [email_address] Client Site: private.mcanerin.com Mobile: mcanerin.mobi Reception: +1 (403) 444-6981 Fax: +1 (403) 668-6001

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