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Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
Technical SEO Face-Off
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Technical SEO Face-Off

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Rand Fishkin's Face-

Rand Fishkin's Face-

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  • 1. Technical SEO Face-Off How to handle some of the nastiest, most common technical SEO issues in web development & marketing.Rand Fishkin | CEO http://bit.ly/mozseotech2012
  • 2. Redirects of All Kinds How to MoveContent, Sites, Users & Engines
  • 3. The Classic 301http://www.seomoz.org/learn-seo/redirection
  • 4. 301s Used to Be a Solution to Penaltieshttps://twitter.com/#!/klark0/status/184303676477816832
  • 5. 301 Rewrite Rules Make Life Easierhttp://www.seomoz.org/blog/rewriterule-split-personality-explained
  • 6. The Rel=Canonicalhttp://www.johnfdoherty.com/do-bing-and-google-treat-relcanonical-differently/
  • 7. Cross-Domain Canonical Cross-domain canonical took <48 hours to work Whoa… Dharmesh +1’d the new domain, not the old one. Interesting.
  • 8. The Temporary 302 If Bing crawls a 302 redirect five times, it begins to treat the 302 (temporary) redirect as if it were a permanent redirect (301). We’ve observed similar behavior from Google.Don’t use the 302 as a permanent tool/solution as engines may change how they interpret it.
  • 9. The Meta RefreshGoogle picked up the meta refresh immediately, Bing took several months, and still displays the old URL
  • 10. Javascript-Based Redirection Hey! Isn’t that a “sneaky” javascript redirect?http://support.google.com/webmasters/bin/answer.py?hl=en&answer=66355
  • 11. The CSS OverlayMany websites that require age/location verification use overlays to get input prior to access
  • 12. Keyword CannibalizationHow to Get the Right PageRanking for the Right Query
  • 13. Why Cannibalization Hurts I really wish this page was #1 for this phraseMultiple pages targeting the same keywords can cause dilution of relevancy
  • 14. The Content Targeting Solutionhttp://pro.seomoz.org/tools/on-page-keyword-optimization
  • 15. The Internal Linking SolutionIdentifying the links that point to the content and the anchor text they use internally can be helpful
  • 16. The External Link Reclamation SolutionGetting external links to change their anchor text or surrounding text can help, too
  • 17. The 301 + Re-Build Solution Page You Want Ranking Well Currently Ranking Page for This Query http://website.com/oldurl http://website.com/targetpage New Version of OldURL Take the http://website.com/newurl content from this page and recreate it here.This tactic can help when all else fails (particularly if external link signals are very strong
  • 18. Domain Names,Subdomains & SubfoldersStructuring Sites for Maximum Marketing Effectiveness
  • 19. Root Domains, Subdomains & Subfolders www.website.com Any positive SEO signals on www.website.com/folder/page1 these will help the others rank, too. www.website.com/otherfolder/page2 blog.website.com Positive SEO signals to this one might www.website.com/content not help this one or files.website.com/whitepaper this one.Same root domain and subfolder is almost always the way to go in SEO
  • 20. Micrositeshttp://spyline.de/features/best-microsites-of-2008
  • 21. 3rd-Party Hostinghttps://plus.google.com/photos/112544075040456048636/albums/5683143713592220369
  • 22. URL StructuresThe Final Word on SEO Best Practices for URLs
  • 23. Rules #1-2 for Great URLs #1: Make the Content Obvious from the URL Not Obvious: website.com/s/wm_bts773A Obvious: website.com/shoes/womens-boots #2: Avoid URL Parameters of Any Kind Parameters: website.com/recipe?q=chicken&t=cordon+bleu Nice & Clean: website.com/recipe/chicken-cordon-bleuIf shown without context/anchor text, the link’s content should still be obvious.
  • 24. Rules #3-4 for Great URLs #3: Shorter is Better; Maximum of 66 Characters Too Long: website.com/cars/mercedes-benz/2009/models/sedans/c-class-coupe/full-options Just Fine: website.com/mercedes-benz/c-class-coupe #4: Separate Words with Hyphens, or + If Necessary Bad Separators: website.com/mercedes&%20benz Good Separators: website.com/mercedes-benzLong URLs get clipped, and those with bad separators may appear less-click-worthy
  • 25. Rules #5-6 for Great URLs #5: Keywords Closer to the Front of the URL is Ideal Less Ideal: website.com/products/electronics/2275/thin-laptops More Ideal: website.com/electronics/thin-laptops #6: Keep Folder-Depth to a Minimum, Yet Still Organized Disorganized: website.com/electronics-laptops-cables-samsung-power-cord Smart Folders: website.com/electronics/laptops/samsung-power-cordNeat, clean URLs perform better in social, search, links and sharing of all kinds
  • 26. When is Rewriting Worth It?http://www.seomoz.org/blog/bing-vs-google-prominence-of-ranking-elements
  • 27. Absolute vs. Relative URLs <a href=“http://website.com/page>anchor text</a> When absolute URLS get scraped (especially in RSS content), the links will point back and sometimes provide a boost. <a href=“../page>anchor text</a> Relative URLs can make development and migrations easier, but don’t help with the scraping side effect on links.https://plus.google.com/u/1/104591903036738260658/posts/3XSM37yuxYL
  • 28. URL Rewriting Toolshttp://www.seomoz.org/blog/url-rewrites-and-301-redirects-how-does-it-all-work
  • 29. Duplicate & Thin Content Fighting Indexation, Crawl Issues, Penalties and a Big Fat Panda
  • 30. Straight Duplicates are Easyhttp://searchengineland.com/search-illustrated-how-a-search-engine-determines-duplicate-content-13980
  • 31. Modified Duplicates are HardSome material is duplicative, other stuff is unique; that makes this challenging
  • 32. Making Duped Material Engine InaccessibleIf you have “boilerplate” content that everyone’s using, consider making that inaccessible to engines (or rewriting it)
  • 33. Thin Content’s Really HardThis is the best image I could find for this slide. I’m sure you will agree.
  • 34. FYI: These are Thin MintsIt’s still funny, even though I have to explain it, right?
  • 35. A Litmus Test for “Thin” Contenthttp://www.seomoz.org/blog/replicate-googles-panda-questionnaire-whiteboard-friday
  • 36. Keep Thin Out of the Index404’ing may work better than noindex to help get out of a Panda situation
  • 37. Content w/o User Signals Can Hurthttp://www.quickonlinetips.com/archives/2012/02/find-thin-content/
  • 38. Tools Can Help You Make Thin Thickhttp://www.mediapiston.com/ is an excellent starting point
  • 39. Rand Fishkin | CEO@randfishwww.seomoz.org/blogrand@seomoz.org http://bit.ly/mozseotech2012

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