On-Site SEO Web 2.0 Expo 2010

ON-SITE SEO Web 2.0 Expo NYC 2010 Rhea Drysdale COO, Outspoken Media

GOOGLE WEBMASTER CENTRAL

Submit XML sitemaps
Create and test robots.txt
Remove URLs
Control sitelinks
Configure site settings
See internal links and count
Malware warnings
Crawl errors and stats
HTML suggestions (titles & descriptions)
What can you do with GWC?

URLs
Bad URL:
http://www.superneatosite.com/cat34567/?crapCMS!=9999/45/non-sense=45&more_nonense=98/index.html
Good URL:
http://www.mysite.com/category/sub-category/page/

General Rules to Follow
Do:
Customize your CMS’s default URL structure
Stick to lower case letters
Use dashes (-) NOT underscores (_)
Use keywords but NOT in every directory
Use a trailing slash /

Canonical URLs
www.mysite.com
mysite.com
www2.mysite.com
https://www.mysite.com

Page Rank and P L A Y - D O H !

Redirects
301 – permanently moved
vs
302 – temporarily moved

Myth of the Root Directory
/index.html
/category.html
/subcategory.html
/product.html
/blog.html
/blog-post.html

Content Heirarchy
Home
Categories
Sub Categories
Individual Page
Corporate Section
About Us
Press Area
Blog

HTML STRUCTURE

Text Viewers
HTML structure
Crawlable content
Crawlable links
Content’s position

Text Viewers http://www.smart-it-consulting.com/internet/google/googlebot-spoofer/index.htm

HTML Structure
<title></title>
Page title (70)
<head></head>
Meta description (156)
Other meta tags
<body></body>
H tags
Content

Content Positioning
Load optimized content ABOVE boilerplate content and large chunks of code likeon-site search, social buttons, JavaScript and clunky navigational structure.

CONTENT CREATION

Product Info and Data Feed Optimization

Customer Reviews

Country Specific Optimization

CRAWLING

Robots.txt
YOU should control what the search engines crawl and index!
http://www.robotstxt.org/faq.html

On-Site Search

Corporate Boiler Plate Pages

Tracking Parameters & Session IDs

Duplicate Content
Ecommerce – Product filters and faceted navigation
WordPress is NOTORIOUS!
Categories
Tags
Author pages
Archives

Extraneous file types
PDFs
XML
Flash
iFrames (unless you rely on them to deliver content!)

SITEMAPS

XML Sitemaps
Website
News
Video
Get the sitemaps protocol:
http://www.sitemaps.org/

Need multiple sites? No sweat!

HTML Sitemaps

DIGITAL ASSETS

Images
Do:
Optimize file names
Create and optimize alt and title text
Add captions when applicable
Keep it short and descriptive

Videos
Do:
Optimize video title
Optimize ID3 tag
Optimize tags/descriptions if on 3 rd party
Create a transcript
Upload a captions
Syndicate through http://tubemogul.com/

INTERNAL LINKING

Breadcrumbs
Right:
Home > Category
Home > Category > Sub-Category
Home > Category > Sub-Cat > Product
Wrong:
Sub Category < Product
Keyword-stuffed sub Category < Keyword-stuffed product
Usability Tip: Read Don’t Make Me Think

Blog Optimization
Categories in title area of post
Cross-link keywords in posts, but don’t blog just for the sake of back links!
List posts on author pages
List posts on category pages
Use plugins to improve cross linking…

WordPress Plugins
Yet Another Related Posts Plugin http://wordpress.org/extend/plugins/yet-another-related-posts-plugin/
WordPress Popular Posts Plugin
http://wordpress.org/extend/plugins/WordPress-popular-posts/

E-Commerce Solutions
Related products “Buy This Look”
More ______ products (category, color, manufacturer/designer, etc)
Best selling products
Best reviewed products
Discounted products

Category Level Intros

EXTERNAL LINKING

External Linking

Sources

Other External Linking Ideas
Press Releases
“ As Seen In”
Blogroll
Author bios
Sponsors
Academic research
Industry news

PAGE LOAD TIMES

Google’s
Page Speed
Install it: http://code. google.com/speed/page-speed/download.html

Tips to Speed Up Your Site
Reduce HTTP requests
Load clunky CSS/JS in external files
Suture JavaScript files
Combine images
Use a content delivery network like Akamai
Stylesheets at the top, scripts at the bottom
Make sure all links resolve and w/o redirects

Speed Up Your Blog
W3 Total Cache
http://wordpress.org/extend/plugins/w3-total-cache/
WP Super Cache
http://wordpress.org/extend/plugins/wp-super-cache/

THANK YOU
Contact us:
[email_address]
Read the blog:
http://outspokenmedia.com/blog/
Follow us:
@ outspokenmedia

On-Site SEO Web 2.0 Expo 2010

by Rhea Drysdale on Sep 27, 2010

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On-Site SEO Web 2.0 Expo 2010 — Presentation Transcript