Understanding SEO<br />or<br />How to Help Users Find<br />Your Stuffs on the Intertronz<br />
My Name is Tim Huegdon<br />First, an introduction…<br />
Qualification<br />Web developer for 15 years<br />
Qualification<br />Web developer for 15 years<br />Client-side specialist for 6 years<br />
Qualification<br />Web developer for 15 years<br />Client-side specialist for 6 years<br />Information architect<br />
Qualification<br />Web developer for 15 years<br />Client-side specialist for 6 years<br />Information architect<br />Mass...
Results<br />Google “Web Development Lead”<br />Top result<br />
Results<br />Google “Web Development Lead”<br />Top result<br />Google “Web Development Manager”<br />First page<br />
Results<br />Google “Web Development Lead”<br />Top result<br />Google “Web Development Manager”<br />First page<br />Goog...
Results<br />Google “Web Development Lead”<br />Top result<br />Google “Web Development Manager”<br />First page<br />Goog...
FAIL<br />
</smug>(I cheated; I was logged in)<br />
Know Thine Enemy<br />Sun Tzu (paraphrased)<br />
Search Engines<br />Google<br />Microsoft Bing<br />Now own Yahoo! Search<br />Many, many more…<br />
How search engines work<br />Army of robots<br />
How search engines work<br />Army of robots<br />Automated spiders<br />
Tree<br />
Graph<br />England Team<br />Football<br />Internationals<br />World Cup<br />Euro 2012<br />
How search engines work<br />Army of robots<br />Automated spiders<br />Work page by page<br />
How search engines work<br />Army of robots<br />Automated spiders<br />Work page by page<br />Cache and analyse content<b...
How search engines work<br />Army of robots<br />Automated spiders<br />Work page by page<br />Cache and analyse content<b...
How search engines work<br />Army of robots<br />Automated spiders<br />Work page by page<br />Cache and analyse content<b...
Keywords<br />Behold! The OARSUM POWAH of…<br />
What is a keyword?<br />A word orphrase<br />Contains high relevance to subject<br />
Keyword == Search Term<br />
Examples<br />Sports<br />Sport<br />Betting<br />Gambling<br />Bet<br />Gamble<br />Sports Betting<br />Sport Betting<br ...
But wait…<br />World Cup 2014<br />Wimbledon<br />British Grand Prix<br />Cheltenham<br />Spring racing<br />
Why so important?<br />Search engines store references to URIs in keyword specific indices<br />
Why so important?<br />Search engines store references to URIs in keyword specific indices<br />Vast array of smaller data...
Why so important?<br />Search engines store references to URIs in keyword specific indices<br />Vast array of smaller data...
Why so important?<br />Search engines store references to URIs in keyword specific indices<br />Vast array of smaller data...
Choose wisely	<br />Keyword competition<br />Low competition can mean low relevancy<br />“Long tail”<br />
Choose wisely	<br />Keyword competition<br />Low competition can mean low relevancy<br />“Long tail”<br />Level of use<br ...
Choose wisely	<br />Keyword competition<br />Low competition can mean low relevancy<br />“Long tail”<br />Level of use<br ...
Where you’ll want to use them<br />URIs<br />
Where you’ll want to use them<br />URIs<br />Link text<br />
Where you’ll want to use them<br />URIs<br />Link text<br />Page titles<br />
Where you’ll want to use them<br />URIs<br />Link text<br />Page titles<br />Headings<br />
Where you’ll want to use them<br />URIs<br />Link text<br />Page titles<br />Headings<br />Emphasised text<br />
Where you’ll want to use them<br />URIs<br />Link text<br />Page titles<br />Headings<br />Emphasised text<br />Within you...
Keyword Targeting<br />Never mind keyword density…<br />
Keyword Targeting<br />Never mind keyword density…<br />Think about keyword relevancy<br />
Keyword Targeting<br />Never mind keyword density…<br />Think about keyword relevancy<br />Density no relation to<br />Qua...
The web CHANGES?!<br />I know; it’s terrifying, right?<br />
Links<br />The internet is “a series of tubes…” (c. Ted Stevens, Alaskan Senator 1968-2009)<br />
Links win<br />Links trump everything<br />
Links win<br />Links trump everything<br />Link quantity<br />
Links win<br />Links trump everything<br />Link quantity<br />Link quality<br />
Links win<br />Links trump everything<br />Link quantity<br />Link quality<br />Largest single effect on rankings<br />
Link Juice<br />PageRank<br />Based on links into and out of the page<br />Used to determine page quality<br />Really is a...
PageRank<br />
The juice will flow!<br />England Team<br />Football<br />Internationals<br />World Cup<br />Euro 2012<br />
rel=“nofollow”<br />Tell robots to alter the flow of link juice<br />
rel=“nofollow”<br />Tell robots to alter the flow of link juice<br />Useful for user-generated content<br />
rel=“nofollow”<br />Tell robots to alter the flow of link juice<br />Useful for user-generated content<br />Designed to pr...
rel=“nofollow”<br />Tell robots to alter the flow of link juice<br />Useful for user-generated content<br />Designed to pr...
Improving “crawlability”<br />Flat site architecture<br />
Improving “crawlability”<br />Flat site architecture<br />Short link depth to pages<br />
Improving “crawlability”<br />Flat site architecture<br />Short link depth to pages<br />Recommend max 100 links per page<...
Improving “crawlability”<br />Flat site architecture<br />Short link depth to pages<br />Recommend max 100 links per page<...
Link building<br />The art of obtaining links back to content<br />High quality from high relevance<br />
Link building<br />The art of obtaining links back to content<br />High quality from high relevance<br />Fine line between...
Link building<br />The art of obtaining links back to content<br />High quality from high relevance<br />Fine line between...
Link building<br />The art of obtaining links back to content<br />High quality from high relevance<br />Fine line between...
Link building<br />The art of obtaining links back to content<br />High quality from high relevance<br />Fine line between...
Third-party links<br />No direct value<br />
Third-party links<br />No direct value<br />Promotes link sharing<br />
Third-party links<br />No direct value<br />Promotes link sharing<br />New wave of Social Media Experts<br />
Third-party links<br />No direct value<br />Promotes link sharing<br />New wave of Social Media Experts<br />Exercise in m...
Link bait<br />High likelihood of reposts<br />
Link bait<br />High likelihood of reposts<br />Viral<br />
Link bait<br />High likelihood of reposts<br />Viral<br />Usually created with intent<br />
Link bait<br />High likelihood of reposts<br />Viral<br />Usually created with intent<br />One man’s link bait is another ...
U.R.I.<br />Addressing the<br />
Anatomy of a URI<br />Protocol<br />Fragment<br />Path<br />http://www.betfair.com/football/barclays-premier-league/arsena...
URI Design<br />Highly important<br />
URI Design<br />Highly important<br />Embed keywords in domain<br />
URI Design<br />Highly important<br />Embed keywords in domain<br />Embed keywords in path<br />
URI Design<br />Highly important<br />Embed keywords in domain<br />Embed keywords in path<br />TLDs are important<br />
URI Design<br />Highly important<br />Embed keywords in domain<br />Embed keywords in path<br />TLDs are important<br />Or...
URI Design<br />Think about archiving<br />
URI Design<br />Think about archiving<br />Try and avoid “magic numbers”<br />
URI Design<br />Think about archiving<br />Try and avoid “magic numbers”<br />Use hyphen as space separator<br />Google do...
URI Depth<br />Try to keep URIs shallow<br />
URI Depth<br />Try to keep URIs shallow<br />Subdomains similar to first level<br />http://soccer.betfair.com/<br />http:/...
Branches and leaves<br />Branch URIs end with a slash<br />http://betfair.com/football/<br />
Branches and leaves<br />Branch URIs end with a slash<br />http://betfair.com/football/<br />Leaf URIs don’t<br />http://b...
Branches and leaves<br />Branch URIs end with a slash<br />http://betfair.com/football/<br />Leaf URIs don’t<br />http://b...
Branches and leaves<br />Branch URIs end with a slash<br />http://betfair.com/football/<br />Leaf URIs don’t<br />http://b...
Page construction<br />Empowering your content through<br />
Page vs. Site<br />Bots have a vague understanding of site<br />
Page vs. Site<br />Bots have a vague understanding of site<br />Based on URIs and link map<br />
Page vs. Site<br />Bots have a vague understanding of site<br />Based on URIs and link map<br />Domain-level ranking facto...
Page vs. Site<br />Bots have a vague understanding of site<br />Based on URIs and link map<br />Domain-level ranking facto...
Page vs. Site<br />Bots have a vague understanding of site<br />Based on URIs and link map<br />Domain-level ranking facto...
Duplication<br />Duplicating content on two URIs is bad<br />
Duplication<br />Duplicating content on two URIs is bad<br />Serving the same page on different URIs is duplication<br />
Duplication<br />Duplicating content on two URIs is bad<br />Serving the same page on different URIs is duplication<br />T...
Dynamic and static content<br />Dynamic content<br />Blog posts<br />News stories<br />Markets<br />Static content<br />Ab...
Titles<br />Page title<br /><title>Football – Betfair</title><br />H1<br /><h1>Football</h1><br />Titles should repeat in:...
Meta elements<br />Keywords<br />Not used by Google<br />Occasionally used by older search engines<br />Description<br />N...
Pertinent mark-up<br />Links!<br /><a href=“…”>Football</a><br /><link rel=“index” href=“…”><br />Emphasis<br /><strong>, ...
Link element<br />Canonical:<br />http://sportsnews.com/football/<br />http://sportsnews.com/football/?ads=false<br />More...
Google is Skynet<br />Knowledge-based system<br />
Google is Skynet<br />Knowledge-based system<br />Algorithms update regularly<br />
Google is Skynet<br />Knowledge-based system<br />Algorithms update regularly<br />Features added<br />
Google is Skynet<br />Knowledge-based system<br />Algorithms update regularly<br />Features added<br />Try to understand t...
Breadcrumbs<br />Google looks for them<br />Tries to understand navigation system<br />Improves crawlability<br />Helps th...
Rich snippets<br />Microformats, microdata, RDFa<br />Reviews<br />People<br />Products<br />Businesses and organisations<...
UI Paradigms<br />Still learning<br />Common patterns<br />Tab widgets<br />Accordion widgets<br />Carousel widgets<br />W...
JavaScript<br />Headless browser<br />
JavaScript<br />Headless browser<br />Support for JavaScript is limited<br />
JavaScript<br />Headless browser<br />Support for JavaScript is limited<br />Evaluates some JavaScript<br />Results vary<b...
JavaScript<br />Headless browser<br />Support for JavaScript is limited<br />Evaluates some JavaScript<br />Results vary<b...
Robots<br />Unleash your army of<br />
Using HTTP<br />Correct status codes<br />200 OK<br />301 Moved Permanently<br />302 Moved Temporarily<br />404 Not Found<...
robots.txt<br />http://www.robotstxt.org/<br />Automatically looked for<br />Stored at the root<br />No robots.txt is a fr...
Sitemap Protocol<br />http://www.sitemaps.org/<br />Aids discovery of content<br />Increases regularity of spidering<br />...
Sitemap Page<br />Improves crawlability<br />Helps users<br />Can help flatten site architecture<br />
Tools<br />A brief overview of<br />
AdWords Keyword Tool<br />Analyse potential keywords<br />Shows competition<br />Shows search traffic<br />Useful as a res...
Webmaster Tools<br />Track search queries<br />Discover crawl errors<br />Manage sitemaps<br />Shows Google’s keyword asse...
Analytics<br />Track search terms<br />Adapt user paths<br />Some tools allow tracking of bot traffic<br />
Log files<br />Track bot traffic<br />Spot errors<br />Use gnuplot to visualise<br />
Building SEO Test Sites<br />Search bot interrogation<br />
TO THE BROWSER!<br />
Neverending Story<br />SEO is a<br />
Rinse and repeat<br />Ongoing analysis<br />
Rinse and repeat<br />Ongoing analysis<br />Keyword evaluation<br />
Rinse and repeat<br />Ongoing analysis<br />Keyword evaluation<br />Link farming<br />
Rinse and repeat<br />Ongoing analysis<br />Keyword evaluation<br />Link farming<br />Keep up with algorithm updates<br />
Questions?<br />
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Understanding SEO

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Understanding SEO

  1. 1. Understanding SEO<br />or<br />How to Help Users Find<br />Your Stuffs on the Intertronz<br />
  2. 2. My Name is Tim Huegdon<br />First, an introduction…<br />
  3. 3. Qualification<br />Web developer for 15 years<br />
  4. 4. Qualification<br />Web developer for 15 years<br />Client-side specialist for 6 years<br />
  5. 5. Qualification<br />Web developer for 15 years<br />Client-side specialist for 6 years<br />Information architect<br />
  6. 6. Qualification<br />Web developer for 15 years<br />Client-side specialist for 6 years<br />Information architect<br />Massive Nerd<br />Quite literally<br />SEO as a hobby<br />
  7. 7. Results<br />Google “Web Development Lead”<br />Top result<br />
  8. 8. Results<br />Google “Web Development Lead”<br />Top result<br />Google “Web Development Manager”<br />First page<br />
  9. 9. Results<br />Google “Web Development Lead”<br />Top result<br />Google “Web Development Manager”<br />First page<br />Google “Object oriented JavaScript”<br />Top result<br />
  10. 10.
  11. 11. Results<br />Google “Web Development Lead”<br />Top result<br />Google “Web Development Manager”<br />First page<br />Google “Object oriented JavaScript”<br />Top result<br />Google “Tim”<br />Third result (above the inventor of the web)<br />
  12. 12. FAIL<br />
  13. 13. </smug>(I cheated; I was logged in)<br />
  14. 14. Know Thine Enemy<br />Sun Tzu (paraphrased)<br />
  15. 15. Search Engines<br />Google<br />Microsoft Bing<br />Now own Yahoo! Search<br />Many, many more…<br />
  16. 16. How search engines work<br />Army of robots<br />
  17. 17.
  18. 18. How search engines work<br />Army of robots<br />Automated spiders<br />
  19. 19.
  20. 20. Tree<br />
  21. 21. Graph<br />England Team<br />Football<br />Internationals<br />World Cup<br />Euro 2012<br />
  22. 22. How search engines work<br />Army of robots<br />Automated spiders<br />Work page by page<br />
  23. 23. How search engines work<br />Army of robots<br />Automated spiders<br />Work page by page<br />Cache and analyse content<br />
  24. 24. How search engines work<br />Army of robots<br />Automated spiders<br />Work page by page<br />Cache and analyse content<br />Index keywords<br />
  25. 25. How search engines work<br />Army of robots<br />Automated spiders<br />Work page by page<br />Cache and analyse content<br />Index keywords<br />Assign an arbitrary rank<br />
  26. 26. Keywords<br />Behold! The OARSUM POWAH of…<br />
  27. 27. What is a keyword?<br />A word orphrase<br />Contains high relevance to subject<br />
  28. 28. Keyword == Search Term<br />
  29. 29. Examples<br />Sports<br />Sport<br />Betting<br />Gambling<br />Bet<br />Gamble<br />Sports Betting<br />Sport Betting<br />Sport Bet<br />Sports Exchange Betting<br />
  30. 30. But wait…<br />World Cup 2014<br />Wimbledon<br />British Grand Prix<br />Cheltenham<br />Spring racing<br />
  31. 31.
  32. 32. Why so important?<br />Search engines store references to URIs in keyword specific indices<br />
  33. 33. Why so important?<br />Search engines store references to URIs in keyword specific indices<br />Vast array of smaller databases<br />
  34. 34. Why so important?<br />Search engines store references to URIs in keyword specific indices<br />Vast array of smaller databases<br />Data denormalisation<br />
  35. 35. Why so important?<br />Search engines store references to URIs in keyword specific indices<br />Vast array of smaller databases<br />Data denormalisation<br />Makes searching a whole bunch faster<br />
  36. 36. Choose wisely <br />Keyword competition<br />Low competition can mean low relevancy<br />“Long tail”<br />
  37. 37. Choose wisely <br />Keyword competition<br />Low competition can mean low relevancy<br />“Long tail”<br />Level of use<br />More commonly used search terms have higher competition<br />
  38. 38. Choose wisely <br />Keyword competition<br />Low competition can mean low relevancy<br />“Long tail”<br />Level of use<br />More commonly used search terms have higher competition<br />Keyword tools<br />
  39. 39. Where you’ll want to use them<br />URIs<br />
  40. 40. Where you’ll want to use them<br />URIs<br />Link text<br />
  41. 41. Where you’ll want to use them<br />URIs<br />Link text<br />Page titles<br />
  42. 42. Where you’ll want to use them<br />URIs<br />Link text<br />Page titles<br />Headings<br />
  43. 43. Where you’ll want to use them<br />URIs<br />Link text<br />Page titles<br />Headings<br />Emphasised text<br />
  44. 44. Where you’ll want to use them<br />URIs<br />Link text<br />Page titles<br />Headings<br />Emphasised text<br />Within your content<br />
  45. 45. Keyword Targeting<br />Never mind keyword density…<br />
  46. 46. Keyword Targeting<br />Never mind keyword density…<br />Think about keyword relevancy<br />
  47. 47. Keyword Targeting<br />Never mind keyword density…<br />Think about keyword relevancy<br />Density no relation to<br />Quality<br />Semantics<br />Content relevancy<br />
  48. 48. The web CHANGES?!<br />I know; it’s terrifying, right?<br />
  49. 49. Links<br />The internet is “a series of tubes…” (c. Ted Stevens, Alaskan Senator 1968-2009)<br />
  50. 50. Links win<br />Links trump everything<br />
  51. 51. Links win<br />Links trump everything<br />Link quantity<br />
  52. 52. Links win<br />Links trump everything<br />Link quantity<br />Link quality<br />
  53. 53. Links win<br />Links trump everything<br />Link quantity<br />Link quality<br />Largest single effect on rankings<br />
  54. 54. Link Juice<br />PageRank<br />Based on links into and out of the page<br />Used to determine page quality<br />Really is a series of tubes (and sluice gates)<br />
  55. 55. PageRank<br />
  56. 56. The juice will flow!<br />England Team<br />Football<br />Internationals<br />World Cup<br />Euro 2012<br />
  57. 57. rel=“nofollow”<br />Tell robots to alter the flow of link juice<br />
  58. 58. rel=“nofollow”<br />Tell robots to alter the flow of link juice<br />Useful for user-generated content<br />
  59. 59. rel=“nofollow”<br />Tell robots to alter the flow of link juice<br />Useful for user-generated content<br />Designed to prevent link spam<br />
  60. 60. rel=“nofollow”<br />Tell robots to alter the flow of link juice<br />Useful for user-generated content<br />Designed to prevent link spam<br />Use for “sculpting” is futile<br />
  61. 61. Improving “crawlability”<br />Flat site architecture<br />
  62. 62.
  63. 63.
  64. 64. Improving “crawlability”<br />Flat site architecture<br />Short link depth to pages<br />
  65. 65. Improving “crawlability”<br />Flat site architecture<br />Short link depth to pages<br />Recommend max 100 links per page<br />Misleading value<br />
  66. 66. Improving “crawlability”<br />Flat site architecture<br />Short link depth to pages<br />Recommend max 100 links per page<br />Misleading value<br />Easily maintain 250-300 links per page<br />Next level approx. 200 links and so on<br />
  67. 67. Link building<br />The art of obtaining links back to content<br />High quality from high relevance<br />
  68. 68. Link building<br />The art of obtaining links back to content<br />High quality from high relevance<br />Fine line between link building and link spam<br />
  69. 69. Link building<br />The art of obtaining links back to content<br />High quality from high relevance<br />Fine line between link building and link spam<br />Full time job<br />
  70. 70. Link building<br />The art of obtaining links back to content<br />High quality from high relevance<br />Fine line between link building and link spam<br />Full time job<br />Link sharing<br />
  71. 71. Link building<br />The art of obtaining links back to content<br />High quality from high relevance<br />Fine line between link building and link spam<br />Full time job<br />Link sharing<br />Social networks<br />
  72. 72. Third-party links<br />No direct value<br />
  73. 73. Third-party links<br />No direct value<br />Promotes link sharing<br />
  74. 74. Third-party links<br />No direct value<br />Promotes link sharing<br />New wave of Social Media Experts<br />
  75. 75. Third-party links<br />No direct value<br />Promotes link sharing<br />New wave of Social Media Experts<br />Exercise in marketing<br />
  76. 76. Link bait<br />High likelihood of reposts<br />
  77. 77. Link bait<br />High likelihood of reposts<br />Viral<br />
  78. 78. Link bait<br />High likelihood of reposts<br />Viral<br />Usually created with intent<br />
  79. 79. Link bait<br />High likelihood of reposts<br />Viral<br />Usually created with intent<br />One man’s link bait is another man’s quality content<br />
  80. 80. U.R.I.<br />Addressing the<br />
  81. 81. Anatomy of a URI<br />Protocol<br />Fragment<br />Path<br />http://www.betfair.com/football/barclays-premier-league/arsenal.html?page=4#line-up<br />Query<br />Domain<br />
  82. 82. URI Design<br />Highly important<br />
  83. 83. URI Design<br />Highly important<br />Embed keywords in domain<br />
  84. 84. URI Design<br />Highly important<br />Embed keywords in domain<br />Embed keywords in path<br />
  85. 85. URI Design<br />Highly important<br />Embed keywords in domain<br />Embed keywords in path<br />TLDs are important<br />
  86. 86. URI Design<br />Highly important<br />Embed keywords in domain<br />Embed keywords in path<br />TLDs are important<br />Order is important<br />
  87. 87. URI Design<br />Think about archiving<br />
  88. 88. URI Design<br />Think about archiving<br />Try and avoid “magic numbers”<br />
  89. 89. URI Design<br />Think about archiving<br />Try and avoid “magic numbers”<br />Use hyphen as space separator<br />Google doesn’t recogniseunderscores<br />
  90. 90. URI Depth<br />Try to keep URIs shallow<br />
  91. 91. URI Depth<br />Try to keep URIs shallow<br />Subdomains similar to first level<br />http://soccer.betfair.com/<br />http://betfair.com/soccer/<br />
  92. 92. Branches and leaves<br />Branch URIs end with a slash<br />http://betfair.com/football/<br />
  93. 93. Branches and leaves<br />Branch URIs end with a slash<br />http://betfair.com/football/<br />Leaf URIs don’t<br />http://betfair.com/football/spurs.html<br />http://betfair.com/football/the-yid<br />
  94. 94. Branches and leaves<br />Branch URIs end with a slash<br />http://betfair.com/football/<br />Leaf URIs don’t<br />http://betfair.com/football/spurs.html<br />http://betfair.com/football/the-yid<br />Users read URIs in search listings<br />
  95. 95. Branches and leaves<br />Branch URIs end with a slash<br />http://betfair.com/football/<br />Leaf URIs don’t<br />http://betfair.com/football/spurs.html<br />http://betfair.com/football/the-yid<br />Users read URIs in search listings<br />Sets up an expectation<br />
  96. 96. Page construction<br />Empowering your content through<br />
  97. 97. Page vs. Site<br />Bots have a vague understanding of site<br />
  98. 98. Page vs. Site<br />Bots have a vague understanding of site<br />Based on URIs and link map<br />
  99. 99. Page vs. Site<br />Bots have a vague understanding of site<br />Based on URIs and link map<br />Domain-level ranking factors<br />
  100. 100. Page vs. Site<br />Bots have a vague understanding of site<br />Based on URIs and link map<br />Domain-level ranking factors<br />Page-level ranking factors<br />
  101. 101. Page vs. Site<br />Bots have a vague understanding of site<br />Based on URIs and link map<br />Domain-level ranking factors<br />Page-level ranking factors<br />Construct as pages, link as site<br />
  102. 102. Duplication<br />Duplicating content on two URIs is bad<br />
  103. 103. Duplication<br />Duplicating content on two URIs is bad<br />Serving the same page on different URIs is duplication<br />
  104. 104. Duplication<br />Duplicating content on two URIs is bad<br />Serving the same page on different URIs is duplication<br />Try and avoid syndicated content<br />
  105. 105. Dynamic and static content<br />Dynamic content<br />Blog posts<br />News stories<br />Markets<br />Static content<br />About us<br />Help<br />Betting rules<br />Good to have a balanced mix<br />
  106. 106. Titles<br />Page title<br /><title>Football – Betfair</title><br />H1<br /><h1>Football</h1><br />Titles should repeat in:<br />URI<br />Page title<br />H1<br />Throughout content<br />Links to the page<br />This one is important!<br />
  107. 107. Meta elements<br />Keywords<br />Not used by Google<br />Occasionally used by older search engines<br />Description<br />Not used for rankings<br />Important for users<br />noindex, nofollow<br />
  108. 108. Pertinent mark-up<br />Links!<br /><a href=“…”>Football</a><br /><link rel=“index” href=“…”><br />Emphasis<br /><strong>, <em><br /><b><br />Headings<br />
  109. 109. Link element<br />Canonical:<br />http://sportsnews.com/football/<br />http://sportsnews.com/football/?ads=false<br />More subtle:<br />…/teams/tottenham-hotspur/peter-crouch<br />…/teams/england/peter-crouch<br />Others<br />next, prev, first, last, index…<br />
  110. 110. Google is Skynet<br />Knowledge-based system<br />
  111. 111. Google is Skynet<br />Knowledge-based system<br />Algorithms update regularly<br />
  112. 112. Google is Skynet<br />Knowledge-based system<br />Algorithms update regularly<br />Features added<br />
  113. 113. Google is Skynet<br />Knowledge-based system<br />Algorithms update regularly<br />Features added<br />Try to understand trends in content<br />
  114. 114. Breadcrumbs<br />Google looks for them<br />Tries to understand navigation system<br />Improves crawlability<br />Helps the user<br />
  115. 115. Rich snippets<br />Microformats, microdata, RDFa<br />Reviews<br />People<br />Products<br />Businesses and organisations<br />Recipes<br />Events<br />
  116. 116. UI Paradigms<br />Still learning<br />Common patterns<br />Tab widgets<br />Accordion widgets<br />Carousel widgets<br />Widgets<br />Common<br />jQueryUI<br />YUI<br />
  117. 117. JavaScript<br />Headless browser<br />
  118. 118. JavaScript<br />Headless browser<br />Support for JavaScript is limited<br />
  119. 119. JavaScript<br />Headless browser<br />Support for JavaScript is limited<br />Evaluates some JavaScript<br />Results vary<br />
  120. 120. JavaScript<br />Headless browser<br />Support for JavaScript is limited<br />Evaluates some JavaScript<br />Results vary<br />Trawls embedded JavaScript for links<br />
  121. 121. Robots<br />Unleash your army of<br />
  122. 122. Using HTTP<br />Correct status codes<br />200 OK<br />301 Moved Permanently<br />302 Moved Temporarily<br />404 Not Found<br />410 Gone<br />500 Errors<br />
  123. 123. robots.txt<br />http://www.robotstxt.org/<br />Automatically looked for<br />Stored at the root<br />No robots.txt is a free pass<br />Use to guide bots, not control<br />
  124. 124. Sitemap Protocol<br />http://www.sitemaps.org/<br />Aids discovery of content<br />Increases regularity of spidering<br />Doesn’t have to include every page<br />Useful for dynamic content<br />
  125. 125. Sitemap Page<br />Improves crawlability<br />Helps users<br />Can help flatten site architecture<br />
  126. 126. Tools<br />A brief overview of<br />
  127. 127. AdWords Keyword Tool<br />Analyse potential keywords<br />Shows competition<br />Shows search traffic<br />Useful as a research tool<br />
  128. 128. Webmaster Tools<br />Track search queries<br />Discover crawl errors<br />Manage sitemaps<br />Shows Google’s keyword assessment<br />
  129. 129. Analytics<br />Track search terms<br />Adapt user paths<br />Some tools allow tracking of bot traffic<br />
  130. 130. Log files<br />Track bot traffic<br />Spot errors<br />Use gnuplot to visualise<br />
  131. 131. Building SEO Test Sites<br />Search bot interrogation<br />
  132. 132. TO THE BROWSER!<br />
  133. 133. Neverending Story<br />SEO is a<br />
  134. 134. Rinse and repeat<br />Ongoing analysis<br />
  135. 135. Rinse and repeat<br />Ongoing analysis<br />Keyword evaluation<br />
  136. 136. Rinse and repeat<br />Ongoing analysis<br />Keyword evaluation<br />Link farming<br />
  137. 137. Rinse and repeat<br />Ongoing analysis<br />Keyword evaluation<br />Link farming<br />Keep up with algorithm updates<br />
  138. 138. Questions?<br />

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