On-Site SEO Web 2.0 Expo 2010

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On-site SEO considerations including Google Webmaster Central, URLs, redirects, content heirarchy, robots.txt, indexing issues, crawl issues, XML sitemaps, HTML sitemaps, internal linking, external linking and page load times. Presented at Web 2.0 Expo New York September 27, 2010 by Rhea Drysdale.

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On-Site SEO Web 2.0 Expo 2010

  1. 1. ON-SITE SEO Web 2.0 Expo NYC 2010  Rhea Drysdale COO, Outspoken Media
  2. 2. GOOGLE WEBMASTER CENTRAL
  3. 3. <ul><li>Submit XML sitemaps </li></ul><ul><li>Create and test robots.txt </li></ul><ul><li>Remove URLs </li></ul><ul><li>Control sitelinks </li></ul><ul><li>Configure site settings </li></ul><ul><li>See internal links and count </li></ul><ul><li>Malware warnings </li></ul><ul><li>Crawl errors and stats </li></ul><ul><li>HTML suggestions (titles & descriptions) </li></ul>What can you do with GWC?
  4. 4. URLs
  5. 5. URLs <ul><li>Bad URL: </li></ul><ul><ul><li>http://www.superneatosite.com/cat34567/?crapCMS!=9999/45/non-sense=45&more_nonense=98/index.html </li></ul></ul><ul><li>Good URL: </li></ul><ul><ul><li>http://www.mysite.com/category/sub-category/page/ </li></ul></ul>
  6. 6. General Rules to Follow <ul><li>Do: </li></ul><ul><li>Customize your CMS’s default URL structure </li></ul><ul><li>Stick to lower case letters </li></ul><ul><li>Use dashes (-) NOT underscores (_) </li></ul><ul><li>Use keywords but NOT in every directory </li></ul><ul><li>Use a trailing slash / </li></ul>
  7. 7. Canonical URLs <ul><li>www.mysite.com </li></ul><ul><li>mysite.com </li></ul><ul><li>www2.mysite.com </li></ul><ul><li>https://www.mysite.com </li></ul>
  8. 8. Page Rank and P L A Y - D O H !
  9. 9. Redirects <ul><li>301 – permanently moved </li></ul><ul><li>vs </li></ul><ul><li>302 – temporarily moved </li></ul>
  10. 11. Myth of the Root Directory <ul><li>/index.html </li></ul><ul><li>/category.html </li></ul><ul><li>/subcategory.html </li></ul><ul><li>/product.html </li></ul><ul><li>/blog.html </li></ul><ul><li>/blog-post.html </li></ul>
  11. 12. Content Heirarchy <ul><li>Home </li></ul><ul><li>Categories </li></ul><ul><li>Sub Categories </li></ul><ul><li>Individual Page </li></ul><ul><li>Corporate Section </li></ul><ul><li>About Us </li></ul><ul><li>Press Area </li></ul><ul><li>Blog </li></ul>
  12. 13. HTML STRUCTURE
  13. 14. Text Viewers <ul><li>HTML structure </li></ul><ul><li>Crawlable content </li></ul><ul><li>Crawlable links </li></ul><ul><li>Content’s position </li></ul>
  14. 15. Text Viewers http://www.smart-it-consulting.com/internet/google/googlebot-spoofer/index.htm
  15. 16. HTML Structure <ul><li><title></title> </li></ul><ul><li>Page title (70) </li></ul><ul><li><head></head> </li></ul><ul><li>Meta description (156) </li></ul><ul><li>Other meta tags </li></ul><ul><li><body></body> </li></ul><ul><li>H tags </li></ul><ul><li>Content </li></ul>
  16. 17. Content Positioning <ul><li>Load optimized content ABOVE boilerplate content and large chunks of code likeon-site search, social buttons, JavaScript and clunky navigational structure. </li></ul>
  17. 18. CONTENT CREATION
  18. 19. Product Info and Data Feed Optimization
  19. 20. Customer Reviews
  20. 21. Country Specific Optimization
  21. 22. CRAWLING
  22. 23. Robots.txt <ul><li>YOU should control what the search engines crawl and index! </li></ul><ul><li>http://www.robotstxt.org/faq.html </li></ul>
  23. 24. On-Site Search
  24. 25. Corporate Boiler Plate Pages
  25. 26. HTTPS
  26. 27. Tracking Parameters & Session IDs
  27. 28. Duplicate Content <ul><li>Ecommerce – Product filters and faceted navigation </li></ul><ul><li>WordPress is NOTORIOUS! </li></ul><ul><li>Categories </li></ul><ul><li>Tags </li></ul><ul><li>Author pages </li></ul><ul><li>Archives </li></ul>
  28. 29. Extraneous file types <ul><li>PDFs </li></ul><ul><li>XML </li></ul><ul><li>Flash </li></ul><ul><li>iFrames (unless you rely on them to deliver content!) </li></ul>
  29. 30. SITEMAPS
  30. 31. XML Sitemaps <ul><li>Website </li></ul><ul><li>News </li></ul><ul><li>Video </li></ul><ul><ul><li>Get the sitemaps protocol: </li></ul></ul><ul><ul><li>http://www.sitemaps.org/ </li></ul></ul>
  31. 32. Need multiple sites? No sweat!
  32. 33. HTML Sitemaps
  33. 34. DIGITAL ASSETS
  34. 35. Images <ul><li>Do: </li></ul><ul><li>Optimize file names </li></ul><ul><li>Create and optimize alt and title text </li></ul><ul><li>Add captions when applicable </li></ul><ul><li>Keep it short and descriptive </li></ul>
  35. 36. Videos <ul><li>Do: </li></ul><ul><li>Optimize video title </li></ul><ul><li>Optimize ID3 tag </li></ul><ul><li>Optimize tags/descriptions if on 3 rd party </li></ul><ul><li>Create a transcript </li></ul><ul><li>Upload a captions </li></ul><ul><li>Syndicate through http://tubemogul.com/ </li></ul>
  36. 37. INTERNAL LINKING
  37. 38. Breadcrumbs <ul><li>Right: </li></ul><ul><li>Home > Category </li></ul><ul><li>Home > Category > Sub-Category </li></ul><ul><li>Home > Category > Sub-Cat > Product </li></ul><ul><li>Wrong: </li></ul><ul><li>Sub Category < Product </li></ul><ul><li>Keyword-stuffed sub Category < Keyword-stuffed product </li></ul>Usability Tip: Read Don’t Make Me Think
  38. 39. Blog Optimization <ul><li>Categories in title area of post </li></ul><ul><li>Cross-link keywords in posts, but don’t blog just for the sake of back links! </li></ul><ul><li>List posts on author pages </li></ul><ul><li>List posts on category pages </li></ul><ul><li>Use plugins to improve cross linking… </li></ul>
  39. 40. WordPress Plugins <ul><li>Yet Another Related Posts Plugin http://wordpress.org/extend/plugins/yet-another-related-posts-plugin/ </li></ul><ul><li>WordPress Popular Posts Plugin </li></ul><ul><li>http://wordpress.org/extend/plugins/WordPress-popular-posts/ </li></ul>
  40. 41. E-Commerce Solutions <ul><li>Related products “Buy This Look” </li></ul><ul><li>More ______ products (category, color, manufacturer/designer, etc) </li></ul><ul><li>Best selling products </li></ul><ul><li>Best reviewed products </li></ul><ul><li>Discounted products </li></ul>
  41. 42. Category Level Intros
  42. 43. EXTERNAL LINKING
  43. 44. External Linking
  44. 45. Sources
  45. 46. Other External Linking Ideas <ul><li>Press Releases </li></ul><ul><li>“ As Seen In” </li></ul><ul><li>Blogroll </li></ul><ul><li>Author bios </li></ul><ul><li>Sponsors </li></ul><ul><li>Academic research </li></ul><ul><li>Industry news </li></ul>
  46. 47. PAGE LOAD TIMES
  47. 49. <ul><li>Google’s </li></ul><ul><li>Page Speed </li></ul><ul><li>Install it: http://code. google.com/speed/page-speed/download.html </li></ul>
  48. 58. Tips to Speed Up Your Site <ul><li>Reduce HTTP requests </li></ul><ul><li>Load clunky CSS/JS in external files </li></ul><ul><li>Suture JavaScript files </li></ul><ul><li>Combine images </li></ul><ul><li>Use a content delivery network like Akamai </li></ul><ul><li>Stylesheets at the top, scripts at the bottom </li></ul><ul><li>Make sure all links resolve and w/o redirects </li></ul>
  49. 59. Speed Up Your Blog <ul><li>W3 Total Cache </li></ul><ul><li>http://wordpress.org/extend/plugins/w3-total-cache/ </li></ul><ul><li>WP Super Cache </li></ul><ul><li>http://wordpress.org/extend/plugins/wp-super-cache/ </li></ul>
  50. 60. THANK YOU <ul><li>Contact us: </li></ul><ul><li>[email_address] </li></ul><ul><li>Read the blog: </li></ul><ul><li>http://outspokenmedia.com/blog/ </li></ul><ul><li>Follow us: </li></ul><ul><li>@ outspokenmedia </li></ul>

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