Diagnosing Web Site Architecture
                    Issues
                  SMX London 2009


                  Richard ...
About

         In house - UK SEO Manager at
         Cheapflights.co.uk

         Blogger and SEO Consultant at
         ...
Diagnosing indexing problems using Google queries
        Yahoo Site Explorer
        Canonicalization (Checklist)
       ...
Use Google queries

         Start with site:yourdomain.tld

         Check specific URL groups and if ok, remove

       ...
Use Google Queries

         What are we looking out for?




         You end up with:




SEOgadget.co.uk
Use Google Queries

         Sense check the number of indexed pages

         Drill down using inurl: intitle: and filety...
Yahoo site explorer

         Download the first 1000 indexed URLs




         Crawl list with Xenu – you’ll be
         ...
Canonicals checklist
                                                  This is still a problem on big sites!

         WWW...
Case study - Pagination

         Product page: Cameras


                                   Unique      Paginated
       ...
Case study - Pagination

         Product page: Cameras



                      Same          Not so
                    ...
Rel=“canonical”

         Add this <link> tag to specify your preferred
         version:
         <link rel=quot;canonica...
Fix duplicate content

         Make sure your internal links are consistent
                  • Sitemaps, content and nav...
Web server header checklist

         Get HttpFox for Firefox (http://bit.ly/skQYG)




          Test internal pages give...
Mozlabs
           “Top pages on
             Domain”
             + Httpfox




                              9th Most li...
Other web server stuff:

         Is your web server configured to use host
         headers correctly? http://bit.ly/13nm...
Is your development server
                                          indexed?

         Don’t leak your staging URLs into ...
Tracking URLS

         For sites that sell clicks or leads to advertisers
                                    http://www....
Content churn

         Handle your product / jobs pages nicely


                                         Pages respond w...
SEOgadget.co.uk
Content churn: recruitment site
         Keep your pages alive, but make the user
         experience valuable


         ...
“Dynamic” navigation

         Navigational links point to:
           – /content/dynamic.asp?nodeid=237

         Which 3...
Thank you

           Twitter: @richardbaxter
      Email: richard@seogadget.co.uk
Download: http://seogadget.co.uk/presen...
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SMX London 2009 Diagnosing Website Architecture Issues Richard Baxter

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UK SEO Richard Baxter presents at SMX London 2009

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  • Introduction
  • Richard Baxter – UK SEO Manager at Cheapflights.co.uk
  • SMX London 2009 Diagnosing Website Architecture Issues Richard Baxter

    1. 1. Diagnosing Web Site Architecture Issues SMX London 2009 Richard Baxter SEOgadget.co.uk
    2. 2. About In house - UK SEO Manager at Cheapflights.co.uk Blogger and SEO Consultant at SEOgadget.co.uk Likes: Battlestar, Vanilla ice cream and Lib:Tech snowboards SEOgadget.co.uk
    3. 3. Diagnosing indexing problems using Google queries Yahoo Site Explorer Canonicalization (Checklist) Duplicate content surprise Important checks you should do with your web server Tracking URLs and indexed development servers Content churn in recruitment and product driven websites “Dynamic” navigation with internal 301 redirects WEBSITE ARCHITECTURE ISSUES SEOgadget.co.uk
    4. 4. Use Google queries Start with site:yourdomain.tld Check specific URL groups and if ok, remove Continue to break down by subfolder and intitle – look at every “theme” on your site Inspiration – draw your site architecture and use as a URL guide. Think content groups. SEOgadget.co.uk
    5. 5. Use Google Queries What are we looking out for? You end up with: SEOgadget.co.uk
    6. 6. Use Google Queries Sense check the number of indexed pages Drill down using inurl: intitle: and filetype: Check for legacy filetypes and old documents Look for .jsp, .php, .htm, .html, .asp, .doc, .ppt, .pdf SEOgadget.co.uk
    7. 7. Yahoo site explorer Download the first 1000 indexed URLs Crawl list with Xenu – you’ll be surprised! Use “maximum level” set to 0 SEOgadget.co.uk
    8. 8. Canonicals checklist This is still a problem on big sites! WWW’s http://www.nesgroup.com/NES-Track - OK – http://www.seogadget.co.uk http://nesgroup.com/NES-Track - 500 Error http://www.nesgroup.com/NES-Track/ - 404 Error – http://seogadget.co.uk http://www.nesgroup.com/nes-track - OK Trailing slashes (on or off, just not both) – http://seogadget.co.uk/seo-jobs – http://seogadget.co.uk/seo-jobs/ Lower or title case redirects – http://seogadget.co.uk/SEO-Jobs/ How to do 301 redirects in Apache .htaccess, IIS, PHP, ASP and ColdFusion – http://bit.ly/knOps (hat tip: Beyond Ink) SEOgadget.co.uk
    9. 9. Case study - Pagination Product page: Cameras Unique Paginated H1 text links... – http://www.outdoorpros.com/Cat/Cameras/1241/List SEOgadget.co.uk
    10. 10. Case study - Pagination Product page: Cameras Same Not so H1 unique text – http://www.outdoorpros.com/Cat/Cameras/1241/List?first_answer=13 SEOgadget.co.uk
    11. 11. Rel=“canonical” Add this <link> tag to specify your preferred version: <link rel=quot;canonicalquot; href=quot;http://www.example.com/product.php?i tem=swedish-fishquot; /> Helps to solve this problem but not the answer! http://www.cheapflights.co.uk/book-flights- online/?source=goCheapflights- ContOff_TopKeyword- Exact&srckeyword=cheap+flights&srctype=sea rch SEOgadget.co.uk
    12. 12. Fix duplicate content Make sure your internal links are consistent • Sitemaps, content and navigational links all lower case • 301 redirect your www – decide which way and stick to it • 301 your trailing slash in or out and stick to it Hide analytics and tracking with onclick Noindex,follow your paginated pages SEOgadget.co.uk
    13. 13. Web server header checklist Get HttpFox for Firefox (http://bit.ly/skQYG) Test internal pages give the correct response – Particularly your 404 error page... Introducing an awesome combination of SEO tools.... SEOgadget.co.uk
    14. 14. Mozlabs “Top pages on Domain” + Httpfox 9th Most linked to page is a 404 280 Linking Roots, Linkscape May 2009 SEOgadget.co.uk
    15. 15. Other web server stuff: Is your web server configured to use host headers correctly? http://bit.ly/13nmlp SEOgadget.co.uk
    16. 16. Is your development server indexed? Don’t leak your staging URLs into Google! SEOgadget.co.uk
    17. 17. Tracking URLS For sites that sell clicks or leads to advertisers http://www.comparestoreprices.co.uk/visit.asp?v=Argos&u=ht tp://www.|ksrv%60%60%60/click-1081665- 5590799%ACurl=http%3A%2F%2Fwww%2Eargos%2Eco%2Euk %2Fwebapp%2Fwcs%2Fstores%2Fservlet%2FSearch%3FstoreId %3D10001%26catalogId%3D651%26langId%3D%2D1%26go%2 Ex%3D4%26go%2Ey%3D11%26searchTerms%3D568%2F6917& m=Sony&p=PlayStation%203%20Console%2040GB SEOgadget.co.uk
    18. 18. Content churn Handle your product / jobs pages nicely Pages respond with a 200 server header, no content on page, <title> and meta description are gone SEOgadget.co.uk
    19. 19. SEOgadget.co.uk
    20. 20. Content churn: recruitment site Keep your pages alive, but make the user experience valuable The vacancy’s been placed, but we’ve got plenty of others! You just have to solve the internal linking problem SEOgadget.co.uk
    21. 21. “Dynamic” navigation Navigational links point to: – /content/dynamic.asp?nodeid=237 Which 301 redirects to: – /project-management-pmo-jobs/ AND has a session ID in the URL Avoid internal 301 redirects SEOgadget.co.uk
    22. 22. Thank you Twitter: @richardbaxter Email: richard@seogadget.co.uk Download: http://seogadget.co.uk/presentations SEOgadget.co.uk

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