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Advanced SEO  for   Web Developers (Tag: #w2e_dev) Nathan Buggia Lead Program Manager Microsoft Webmaster Center
Nike.com
User Experience
Search Engine Experience
The Real Search Engine Experience
So What?
So What?
Alternate Implementation Nikhil’s Design Pattern -  http://www.nikhilk.net/AjaxSEO.aspx
Big Hard Problems ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Hello, I’m Nathan Buggia ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],And they need it by when?!? … and they need more tools, and data and technical info, and 302s…
Define: SEO
SEO != SPAM
SEO = Good design Online Resources:  www.aslistapart.org www.seomoz.org www.sitepoint.com
How search works 1. Crawling 2. Ranking (PageRank) Index Query Parsing Dynamic Ranking 3. Searching
QUESTIONS?
BUILDING PAGES
Use HTML Semantically <h1> My Article Title </h1> <p> Scientists reported Wednesday… </p> <span class=“heading1”> My Article Title </span> <p> Scientists reported Wednesday… </p>
Proper use of common tags <h1>, <h2>, <h3> Did you know there is only 1 per page? They signify the most important topic on the page. <meta name=“description” content=“”> Description tag is a must; make it short & sweet and unique to the page. You don’t need a keyword tag. <noscript> Actually useful to search engines and people with down-level experiences. <title> Description tag is a must; make it short & sweet and unique to the page. You don’t need a keyword tag. <a> Make sure that you use descriptive text in your anchor tags More Information Click Here SEO Presentation (Web 2.0),  Download Pac Man 1.3
Improper use of common tags <blink> Really, I’m just kidding. Did you know MSFT never implemented support for this? When are they going to get onboard with HTML standards! (Still works in Firefox though!) <frame> If you use this, other web developers will mock you. Are you prepared for that kind of ridicule? <script> No links or redirects locked behind a script tag <img alt=“”> Don’t forget to include a description for search engines, and folks with slow connections. <meta>  (the crazy ones: Refresh, Robots/Index,Follow) You can get caught up in supporting every last meta tag, don’t! Focus on the  REP , and Description.
Rich internet applications Email, TurboTax, Admin Tools Classification Example SEO Capabilities Best Used for Monolithic Application has 1 URL for the world to see, and is a black box beyond that. Like hosting a rich application online. Entry point indexed ,[object Object],[object Object],[object Object],Linkable Application is a black box, but there are multiple URL entry-points for collaboration .  Full site indexed ,[object Object],[object Object],Crawlable Application is a small black box meant to spice up a content rich page. Full site indexed and well ranked ,[object Object],[object Object],[object Object],http://finance.yahoo.com http://giffy.com
ASP.Net & Silverlight ,[object Object],[object Object],[object Object],[object Object],[object Object]
Flash: Graceful Degradation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
AJAX and JavaScript ,[object Object],<head> <title>Title Of Your Site</title> <meta name=&quot;Description&quot; content=”description of this page&quot;/> </head> <body> Call AJAX and JavaScript here <script type=&quot;text/javascript&quot;> <!--document.write(”content&quot;)//--> </script> <noscript> <p>Same content as in JavaScript</p> </noscript> </body> <html> ,[object Object],[object Object]
ARCHITECTING NAVIGATION
Classing up your URLs http://store1.com/product.aspx?id=MB147L&SessionId=2344&RegionCode=en-US&format=rich&cat=3 http://store2.com/mp3_players/Apple_ipod_nano_16_G2_Black/ http://store3.com/mp3-players/Apple-ipod-nano-16-G2-Black/ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
HTTP status codes ,[object Object],W3 standard for HTTP Status Codes ,[object Object],[object Object],[object Object],[object Object]
What is the difference? ,[object Object],[object Object],[object Object],[object Object],What’s the difference?
Canonicalization in action Check your site’s canonical forms using:  Yahoo’s Site Explorer Canonical Form # Sites Linking In oreilly.com 25,030 oreilly.com/index.csp 0 www.oreilly.com 1,174,124 www.oreilly.com/index.csp 0
Canonicalization Recommendation ,[object Object],Detailed article on the issue from Matt Cutts www.mysite.com      mysite.com  3) Make all internal links to the correct canonical form 4) Use Google Webmaster Tools to select www vs non-www. 2) Trim your folder-level default filename off the end mysite.com/default.aspx      mysite.com
ASP.Net ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Asp.Net Custom Error Pages HTTP/1.x 302 Found Location:  http://www.globalscholar.com/Error.aspx GET /Error.aspx HTTP/1.1 Host:  www.globalscholar.com ,[object Object]
ASP.Net 301 Redirects <script> protected void Page_Load(object sender, EventArgs e)  {     Response.Status = &quot;301 Moved Permanently&quot; ;     Response.AddHeader(&quot;Location&quot;, &quot;http://mysite.com/new-URL&quot;);  } </script> Include in any *.aspx file… (you don’t need a code behind file)
Other Redirects ,[object Object],[object Object],[object Object]
ASP.Net Canonicalization ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Create in your Global.asax file…. More information and examples:  http://search.live.com/results.aspx?q=301+redirect+asp.net
IIS 301 Redirects Click here for a whitepaper
Apache Redirects ,[object Object],[object Object],[object Object],[object Object]
Apache Canonicalization ,[object Object],[object Object],[object Object]
Other Redirect Code ,[object Object],[object Object]
QUESTIONS?
SEO ROOT-CAUSE ANALYSIS
Where to start 1) Branded Search 2) Keywords you want to rank for
What to look for ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How to debug (Reference) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tools of the Trade ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://www.vanessafoxnude.com/2008/04/02/diagnosing-site-infrastructure-issues-the-big-list-of-the-best-firefox-plugins/
Instrument everything important Web Metrics Conversion Customer Information! http://google.com/analytics http://adcenter.microsoft.com/analytics http://google.com/websiteoptimizer
Summary Design for your customers Be smart about robots Enjoy long-lasting success
Thank you! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Advanced SEO for Web Developers

  • 1. Advanced SEO for Web Developers (Tag: #w2e_dev) Nathan Buggia Lead Program Manager Microsoft Webmaster Center
  • 5. The Real Search Engine Experience
  • 8. Alternate Implementation Nikhil’s Design Pattern - http://www.nikhilk.net/AjaxSEO.aspx
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  • 13. SEO = Good design Online Resources: www.aslistapart.org www.seomoz.org www.sitepoint.com
  • 14. How search works 1. Crawling 2. Ranking (PageRank) Index Query Parsing Dynamic Ranking 3. Searching
  • 17. Use HTML Semantically <h1> My Article Title </h1> <p> Scientists reported Wednesday… </p> <span class=“heading1”> My Article Title </span> <p> Scientists reported Wednesday… </p>
  • 18. Proper use of common tags <h1>, <h2>, <h3> Did you know there is only 1 per page? They signify the most important topic on the page. <meta name=“description” content=“”> Description tag is a must; make it short & sweet and unique to the page. You don’t need a keyword tag. <noscript> Actually useful to search engines and people with down-level experiences. <title> Description tag is a must; make it short & sweet and unique to the page. You don’t need a keyword tag. <a> Make sure that you use descriptive text in your anchor tags More Information Click Here SEO Presentation (Web 2.0), Download Pac Man 1.3
  • 19. Improper use of common tags <blink> Really, I’m just kidding. Did you know MSFT never implemented support for this? When are they going to get onboard with HTML standards! (Still works in Firefox though!) <frame> If you use this, other web developers will mock you. Are you prepared for that kind of ridicule? <script> No links or redirects locked behind a script tag <img alt=“”> Don’t forget to include a description for search engines, and folks with slow connections. <meta> (the crazy ones: Refresh, Robots/Index,Follow) You can get caught up in supporting every last meta tag, don’t! Focus on the REP , and Description.
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  • 28. Canonicalization in action Check your site’s canonical forms using: Yahoo’s Site Explorer Canonical Form # Sites Linking In oreilly.com 25,030 oreilly.com/index.csp 0 www.oreilly.com 1,174,124 www.oreilly.com/index.csp 0
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  • 32. ASP.Net 301 Redirects <script> protected void Page_Load(object sender, EventArgs e) {    Response.Status = &quot;301 Moved Permanently&quot; ;    Response.AddHeader(&quot;Location&quot;, &quot;http://mysite.com/new-URL&quot;); } </script> Include in any *.aspx file… (you don’t need a code behind file)
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  • 35. IIS 301 Redirects Click here for a whitepaper
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  • 41. Where to start 1) Branded Search 2) Keywords you want to rank for
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  • 45. Instrument everything important Web Metrics Conversion Customer Information! http://google.com/analytics http://adcenter.microsoft.com/analytics http://google.com/websiteoptimizer
  • 46. Summary Design for your customers Be smart about robots Enjoy long-lasting success
  • 47.

Editor's Notes

  1. SPEAKER NOTES -------------------- Hey, I’m nate Way too much content in this deck to cover Goal is to: Convince you of the value of adopting these best practices Give you a sense of the biggest issues Provide a reference you can download later and fix everything you need to. Also, I big into real world examples, so if anyone has a website you want me to review, drop it on stage and at the end I’ll come take a look Also, afterwards I’ll be at the Q&amp;A place for as long as you need to answer any questions In the building of any site, there are 10 people involved. Most orgs don&apos;t one person to do SEO, we think that will evolve. Kind of like security was 5 years ago.