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The SEO Workshop -
Site Structure
By Avromi Sommers
Senior Analyst
About Me
• RankAbove Employee #2
• Senior SEO Analyst / Director Training
• SEO for Enterprise size sites
Musician
Married...
Overview
• History of SEO to date
• Significance of on page search
• How Google works
• Site structure
• Sitemaps
• Mobile...
SEO in the 90’s
• Yahoo, Alta-Vista etc.
• Meta tag spam
• Keywords Stuffing
• Directory Search
• Why was this bad?
• NASA...
SEO in the 90’s
• Google in 1997
• PageRank
• Based on PhD theory
• Quality and Quantity of
inbound links
• SEO - now a tw...
21st Century
• 2003
• Florida Update - Googles first update to fight Spam -
mostly on page spam
• Need better quality and ...
21st Century
• 2007/8
• Penalized a whole bunch of link sellers
• 2011
• Panda - aimed at sites with bad content
• 2012
• ...
SEO Today
• Still a combination of off page and on
page
• Off page – more difficult
• marketing oriented approach
• On pag...
SEO Today
• On page
• Content
• Site structure
Google needs to crawl you site
• How does Google work?
• Crawling, indexing, serve results
What can Google see?
• HTML
• Java Script – Not really
• Any thing Google needs to execute the lower the
chance
• Google i...
Blocking Google?
• Blocking Google
• Robots.txt
• Meta no index
Blocking Google?
• Common pitfalls
• Blocking development sites
• PW, IP block, robots, noindex
Internal Linking Structure
• Has direct effect on SEO - important pages
gets more links
• Google needs to find all pages o...
Internal Linking Structure
Do both
URL Structure
• Loosely follow hierarchy
• Google will often try to understand from URLs
• But to a point - keep em’ short...
Duplicate Content
• Caps
• HTTPS
• URL Parameters
• Sorting
• Referral strings
• Canonical tags
Pagination
• rel= prev & rel = next
• infinite scroll - push state
• View all
• Canonical tag
• Avoid Reusing content
• Fo...
Filters for Browsing
• Problems with filters
• Infinite number of
pages
• Auto generated
• Stub & empty pages
• Block to G...
AJAX URLs
• AJAX tabs
• Make sure content on page
• When can Google see AJAX URLs
• # vs. #!
• escape fragment
• #! = ?_es...
Be Careful!
• Don't hide text/links
• Scrape content
• Comments/ comment spam
• Malware on site
• downloading things users...
Sitemaps
• Helps Google find pages on site
• Different types - News, Videos, images
• Guidelines
• Size limit - 50 MB & UR...
Once Its Created
• Submit Sitemap to Google Via Webmaster Tools
• Or list in robots.txt
• Google will crawl sitemap/site
•...
Video Sitemaps
• What information is needed?
• Title
• Description
• Thumbnail URL
• Player page URL
• Location of raw vid...
News Sitemaps
• What information is needed?
• Publication
• Publications date
• Access (if blocked)
• Title
• Recommended ...
Mobile Sites
1. Responsive design
• Ideal for SEO
2. Different mobile URLs
• Tell Googlebot to crawl with mobile- Vary HTT...
Mobile Sites – cont.
• Speed is very important
• Especially at the top of the page
• Mobile sitemaps
• For mobile ready pa...
Site Speed
Site speed is a ranking factor
• Page speed insights from Google
• https://developers.google.com/speed/pagespee...
Foreign Language sites
• TLD vs. Folder vs. Sub-domain language vs. Sub-
domain country
• Meta language tag <link rel="alt...
Additional Resources
• Google updates - http://moz.com/google-algorithm-change
• Webmaster central support - https://suppo...
Thank You!
We are always available for questions!
Avromi@rankabove.com
http://www.linkedin.com/in/avromisommers
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SEO for developers (session 1)

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Session 1 of RankAbove's SEO workshop tailored to developers. RankAbove Senior Analyst Avromi Sommers breaks down the history of SEO, on-page search, site structure, sitemaps (including those for video and news), mobile SEO, and structure for foreign language sites.

Published in: Marketing, Technology, Design
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Transcript of "SEO for developers (session 1)"

  1. 1. The SEO Workshop - Site Structure By Avromi Sommers Senior Analyst
  2. 2. About Me • RankAbove Employee #2 • Senior SEO Analyst / Director Training • SEO for Enterprise size sites Musician Married + 4 http://www.linkedin.com/in/avromisommers
  3. 3. Overview • History of SEO to date • Significance of on page search • How Google works • Site structure • Sitemaps • Mobile SEO
  4. 4. SEO in the 90’s • Yahoo, Alta-Vista etc. • Meta tag spam • Keywords Stuffing • Directory Search • Why was this bad? • NASA vs. Avromi
  5. 5. SEO in the 90’s • Google in 1997 • PageRank • Based on PhD theory • Quality and Quantity of inbound links • SEO - now a two part (very easy) game • Off page - buying building links • On page - keywords stuffing
  6. 6. 21st Century • 2003 • Florida Update - Googles first update to fight Spam - mostly on page spam • Need better quality and relevant links • Content is king • Yet also link importance – Google Bombs • 2005/2006 • Google officially says do not buy links • Starts penalizing sites for spam
  7. 7. 21st Century • 2007/8 • Penalized a whole bunch of link sellers • 2011 • Panda - aimed at sites with bad content • 2012 • Penguin - aimed at sites with bad back link profile • killed the concept off bad/ easy back links
  8. 8. SEO Today • Still a combination of off page and on page • Off page – more difficult • marketing oriented approach • On page • Now becomes very important - also more complicated • You have more control of on page
  9. 9. SEO Today • On page • Content • Site structure
  10. 10. Google needs to crawl you site • How does Google work? • Crawling, indexing, serve results
  11. 11. What can Google see? • HTML • Java Script – Not really • Any thing Google needs to execute the lower the chance • Google is getting better • Test using a text only browser to see what Google can see (lynx) • iframes are generally bad • Officially crawl-able and supported by Google
  12. 12. Blocking Google? • Blocking Google • Robots.txt • Meta no index
  13. 13. Blocking Google? • Common pitfalls • Blocking development sites • PW, IP block, robots, noindex
  14. 14. Internal Linking Structure • Has direct effect on SEO - important pages gets more links • Google needs to find all pages on site • Site Hierarchy • Pyramid • Web structure - i.e. Wikipedia
  15. 15. Internal Linking Structure Do both
  16. 16. URL Structure • Loosely follow hierarchy • Google will often try to understand from URLs • But to a point - keep em’ short • Ecommerce sites - only one product page
  17. 17. Duplicate Content • Caps • HTTPS • URL Parameters • Sorting • Referral strings • Canonical tags
  18. 18. Pagination • rel= prev & rel = next • infinite scroll - push state • View all • Canonical tag • Avoid Reusing content • For category pages - OK
  19. 19. Filters for Browsing • Problems with filters • Infinite number of pages • Auto generated • Stub & empty pages • Block to Google • AJAX • Filters • URLS
  20. 20. AJAX URLs • AJAX tabs • Make sure content on page • When can Google see AJAX URLs • # vs. #! • escape fragment • #! = ?_escaped_fragment_ • bidirectional • <meta name="fragment" content="!">
  21. 21. Be Careful! • Don't hide text/links • Scrape content • Comments/ comment spam • Malware on site • downloading things users don't really want • Cloaking - showing different info to Google then to user • JS redirects - looks bad • fine for login pages
  22. 22. Sitemaps • Helps Google find pages on site • Different types - News, Videos, images • Guidelines • Size limit - 50 MB & URL limit - 50,000 • UTF-8 encoding • Full URLs • No parameters, redirects or non canonical • Multiple sitemaps OK • Use sitemap Index file
  23. 23. Once Its Created • Submit Sitemap to Google Via Webmaster Tools • Or list in robots.txt • Google will crawl sitemap/site • Check status in WMT • Is Google processing correctly • Errors • Is Google actually indexing
  24. 24. Video Sitemaps • What information is needed? • Title • Description • Thumbnail URL • Player page URL • Location of raw video file • Recommended but not necessary • Duration, date published, family friendly
  25. 25. News Sitemaps • What information is needed? • Publication • Publications date • Access (if blocked) • Title • Recommended but not necessary • Meta keywords • Only within 48 hours • 1000 URLs max
  26. 26. Mobile Sites 1. Responsive design • Ideal for SEO 2. Different mobile URLs • Tell Googlebot to crawl with mobile- Vary HTTP header 3. Dynamically serving different HTML on the same URL • Annotation in HTML and Regular sitemap • <link rel="alternate" media="only screen and (max-width: 640px)" href="http://m.example.com/page-1" > • <xhtml:link rel="alternate" media="only screen and (max-width: 640px)" href="http://m.example.com/page-1" /> • Canonical tag from mobile URL
  27. 27. Mobile Sites – cont. • Speed is very important • Especially at the top of the page • Mobile sitemaps • For mobile ready pages only • Proper redirects to mobile site • JS pop ups, Flash • Tablet users generally prefer desktop version
  28. 28. Site Speed Site speed is a ranking factor • Page speed insights from Google • https://developers.google.com/speed/pagespeed/insights/ • Analytics
  29. 29. Foreign Language sites • TLD vs. Folder vs. Sub-domain language vs. Sub- domain country • Meta language tag <link rel="alternate" hreflang="es" href="http://es.example.com/" /> • Geo targeting in webmaster tools Multi Country Non-Multi Country Local Dependent TLD for each country One TLD with sub- domains per language Non-Local Dependent One TLD with sub- domains per language One TLD with sub- domains or folders per language
  30. 30. Additional Resources • Google updates - http://moz.com/google-algorithm-change • Webmaster central support - https://support.google.com/webmasters/?hl=en • Google Webmaster Videos - https://www.youtube.com/user/GoogleWebmasterHelp/videos • General Google Guidelines - https://support.google.com/webmasters/topic/6001981?hl=en&ref_topic=3309300 • Blocking Google - https://developers.google.com/webmasters/control-crawl- index/docs/robots_txt • Pagination - http://googlewebmastercentral.blogspot.co.il/2011/09/pagination-with-relnext-and- relprev.html • Escape fragment / AJAX URLs- https://developers.google.com/webmasters/ajax- crawling/docs/specification • Page speed - https://developers.google.com/speed/ • Page speed insights - http://developers.google.com/speed/pagespeed/insights/ • Multi-regional sites - http://googlewebmastercentral.blogspot.co.il/2010/03/working-with-multi- regional-websites.html • Site-maps - https://support.google.com/webmasters/answer/156184?hl=en • Mobile Sites - https://developers.google.com/webmasters/smartphone-sites/details • Tablet usability - http://www.nngroup.com/articles/tablet-usability/
  31. 31. Thank You! We are always available for questions! Avromi@rankabove.com http://www.linkedin.com/in/avromisommers
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