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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 …

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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  • 1. The SEO Workshop - Site Structure By Avromi Sommers Senior Analyst
  • 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. Overview • History of SEO to date • Significance of on page search • How Google works • Site structure • Sitemaps • Mobile SEO
  • 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. 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. 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. 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. 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. SEO Today • On page • Content • Site structure
  • 10. Google needs to crawl you site • How does Google work? • Crawling, indexing, serve results
  • 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. Blocking Google? • Blocking Google • Robots.txt • Meta no index
  • 13. Blocking Google? • Common pitfalls • Blocking development sites • PW, IP block, robots, noindex
  • 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. Internal Linking Structure Do both
  • 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. Duplicate Content • Caps • HTTPS • URL Parameters • Sorting • Referral strings • Canonical tags
  • 18. Pagination • rel= prev & rel = next • infinite scroll - push state • View all • Canonical tag • Avoid Reusing content • For category pages - OK
  • 19. Filters for Browsing • Problems with filters • Infinite number of pages • Auto generated • Stub & empty pages • Block to Google • AJAX • Filters • URLS
  • 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. 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. 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. 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. 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. 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. 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. 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. Site Speed Site speed is a ranking factor • Page speed insights from Google • https://developers.google.com/speed/pagespeed/insights/ • Analytics
  • 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. 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. Thank You! We are always available for questions! Avromi@rankabove.com http://www.linkedin.com/in/avromisommers