Diagnosing Web Site Architecture
Issues
SMX London 2009

Richard Baxter

SEOgadget.co.uk
About
In house - UK SEO Manager at
Cheapflights.co.uk
Blogger and SEO Consultant at
SEOgadget.co.uk
Likes: Battlestar, Van...
Diagnosing indexing problems using Google queries
Yahoo Site Explorer
Canonicalization (Checklist)
Duplicate content surpr...
Use Google queries
Start with site:yourdomain.tld
Check specific URL groups and if ok, remove
Continue to break down by su...
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 filetype:
Check for legacy...
Yahoo site explorer
Download the first 1000 indexed URLs

Crawl list with Xenu – you’ll be
surprised!
Use “maximum level” ...
Canonicals checklist
This is still a problem on big sites!

WWW’s
– http://www.seogadget.co.uk
– http://seogadget.co.uk

h...
Case study - Pagination
Product page: Cameras

H1

Unique
text

Paginated
links...

– http://www.outdoorpros.com/Cat/Camer...
Case study - Pagination
Product page: Cameras

Same
H1

Not so
unique text

– http://www.outdoorpros.com/Cat/Cameras/1241/...
Rel=“canonical”
Add this <link> tag to specify your preferred
version:
<link rel="canonical"
href="http://www.example.com/...
Fix duplicate content
Make sure your internal links are consistent
• Sitemaps, content and navigational links all lower ca...
Web server header checklist
Get HttpFox for Firefox (http://bit.ly/skQYG)

Test internal pages give the correct response
–...
Mozlabs
“Top pages on
Domain”
+ Httpfox

9th Most linked to page is a 404
280 Linking Roots, Linkscape May 2009

SEOgadget...
Other web server stuff:
Is your web server configured to use host
headers correctly? http://bit.ly/13nmlp

SEOgadget.co.uk
Is your development server
indexed?
Don’t leak your staging URLs into Google!

SEOgadget.co.uk
Tracking URLS
For sites that sell clicks or leads to advertisers
http://www.comparestoreprices.co.uk/visit.asp?v=Argos&u=h...
Content churn
Handle your product / jobs pages nicely

Pages respond with a
200 server header, no
content on
page, <title>...
SEOgadget.co.uk
Content churn: recruitment site
Keep your pages alive, but make the user
experience valuable

The vacancy’s been
placed, b...
“Dynamic” navigation
Navigational links point to:
– /content/dynamic.asp?nodeid=237

Which 301 redirects to:
– /project-ma...
Thank you
Twitter: @richardbaxter
Email: richard@seogadget.co.uk
Download: http://seogadget.co.uk/presentations
SEOgadget....
Upcoming SlideShare
Loading in...5
×

Diagnosing Website Architecture Issues - Richard Baxter SEOgadget

1,813
-1

Published on

From the SEOgadget presentation archives: Diagnosing Website Architecture Issues, a presentation from SMX 2009 from Richard Baxter at SEOgadget.

Published in: Business, Technology, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,813
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Introduction
  • Richard Baxter – UK SEO Manager at Cheapflights.co.uk
  • Diagnosing Website Architecture Issues - Richard Baxter SEOgadget

    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.seogadget.co.uk – http://seogadget.co.uk http://www.nesgroup.com/NES-Track - OK http://nesgroup.com/NES-Track - 500 Error http://www.nesgroup.com/NES-Track/ - 404 Error 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 H1 Unique text Paginated links... – http://www.outdoorpros.com/Cat/Cameras/1241/List SEOgadget.co.uk
    10. 10. Case study - Pagination Product page: Cameras Same H1 Not so 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="canonical" href="http://www.example.com/product.php?i tem=swedish-fish" /> Helps to solve this problem but not the answer! http://www.cheapflights.co.uk/book-flightsonline/?source=goCheapflightsContOff_TopKeywordExact&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-10816655590799%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
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×