Konferenz
    Suchmaschinen-Optimierung
          Kongresshaus Zürich

Website Architecture for Search Engines

          ...
Common SEO Strategy



        On-Page Optimization
                                     Off-Page Optimization
•   Keyword...
Advanced SEO Stragegy



        On-Page Optimization
                                                                    ...
Website Architecture for SEO



                   Technical Optimization
               • Site Structure
               •...
HTML Code Requirements

• The content area should be positioned high in the HTML code

• W3C Validation
 http://validator....
CSS Code Requirements

• Avoid Inline Styles

• Use external CSS files

• Position the external CSS file links in the HTML...
Javascript Code Requirements

• Use of Inline Javascripts should be avoided

• Use external Javascript files

• Limit the ...
Max Number of HTTP Request

When a page loads into a browser HTTP Request are sent to the server for each file
that is req...
URL Structure

●
     Avoid dynamic URLs

●
     Use lower-case characters

●
     Best to use dashes (-) rather than unde...
Flat URL Structure




                                Home Page
      Category 1                 Category 2              ...
URL Rewrites



• Allows the placement of targeted keywords in the URLs
  Example: http://www.mydomain.com/targeted-keywor...
URLs for Multi-Language Websites


Each language should be included in separate categories.


Examples:
Default Language: ...
URL Canonicalization

Often URL for web pages can be indexed with different URLs which creates
 Duplicate Content Issues.
...
URL Canonicalization Tag

The URL Canonicalization Tag allows you to specify the preferred version of a URL.



<link rel=...
Controling Web Crawlers

3 Ways to Control Web Crawlers

•   Robots.txt files

•   Robots Meta Tags

•   NoFollow Tags



...
Robots.txt Files

The Robots.txt File is used to restrict search engine spiders from indexing pages.




                 ...
Robots.txt Files

Robots.txt Command Examples
 • User-agent: *
  Defined the Search Spider


 • Disallow: /form
  Defined ...
Robots Meta Tags

The Robots Meta Tags are used to control which pages are indexed and followed by
search engine spiders.
...
Examples of Pages to Restrict

Examples of Types of Pages to Restrict from Robots

• HTML Sitemaps = NoIndex/Follow

Restr...
NoFollow Tags



• The rel=”nofollow” tag is used for restricts web crawlers from following links.
  Some external links a...
NoFollow Links Example




        Example uses footer links from Google Sites.

        All of the links marked in red ar...
Type of Links to NoFollow


• Navigational links which are on every page
  Examples: Contact Us, About Company, Privacy Po...
XML Sitemap Files

 XML Sitemaps Deliever URLs to Search Engines




                         http://www.seostrategyworksh...
HTTP Headers for SEO

HTTP Header can be used to inform search engine spiders the propose of the page

●
    HTTP 301 Perm...
HTTP Redirect Headers




                        Joe Spencer | 13.10.2010
HTTP 301 Redirect Headers

 301 redirect headers are used to inform search engines that a page has
permanently moved to a ...
404 Page Not Found Errors

404 HTTP Header responses inform search engine spiders that a URL doesn't
contain a page.

•   ...
503 Service Not Available

503 HTTP Header responses inform search engine spiders that a URL is temporary
unavailable.

• ...
For more information about SEO




  www.seo-netzwerk.com                www.seostrategyworkshop.com
                     ...
Joe Spencer

SEO Consultant
Spencer e-Strategies
Phone: +41-(0)44-586-8775
Fax: +41-(0)43-430-2162
Email: joe@spencerestra...
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Website Architecture for Search Engines

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Technical SEO Requirments presented by SEO Consultant Joe Spencer at the 2010 Konferenz Suchmaschinen-Ooptimierung Zürich.

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Transcript of "Website Architecture for Search Engines"

  1. 1. Konferenz Suchmaschinen-Optimierung Kongresshaus Zürich Website Architecture for Search Engines Joe Spencer Spencer e-Strategies 13/10/2010 1
  2. 2. Common SEO Strategy On-Page Optimization Off-Page Optimization • Keyword in Title • Backlinks • Keyword in Meta Tags • More Backlinks • Keyword in Content • Unique Content Per Page • SEO Landing Pages Joe Spencer | 13.10.2010
  3. 3. Advanced SEO Stragegy On-Page Optimization Off-Page Optimization • Keyword in Title • Backlinks • Keyword in Meta Tags • More Backlinks • Keyword in Content • Unique Content Per Page • SEO Landing Pages Technical Optimization • URL Structure • Code Optimization • HTTP Headers • Robots.txt • XML Sitemap Files Joe Spencer | 13.10.2010
  4. 4. Website Architecture for SEO Technical Optimization • Site Structure • Multi-Language Websites • Duplicate Content Issues • URL Structure • URL Canonicalization • Javascripts • W3C Validation • Website Navigation Features • Restricting Indexing • HTTP Headers Joe Spencer | 13.10.2010
  5. 5. HTML Code Requirements • The content area should be positioned high in the HTML code • W3C Validation http://validator.w3.org/ • All HTML should be lower case • Remove Comments • Avoid Frames and iFrames • Use External CSS and JavaScript files • Uncompressed size of HTML files should be 25kb or less. • Use Gzip compression to compress the files Joe Spencer | 13.10.2010
  6. 6. CSS Code Requirements • Avoid Inline Styles • Use external CSS files • Position the external CSS file links in the HTML Header Joe Spencer | 13.10.2010
  7. 7. Javascript Code Requirements • Use of Inline Javascripts should be avoided • Use external Javascript files • Limit the sizes of the Javascript files to 50kb Joe Spencer | 13.10.2010
  8. 8. Max Number of HTTP Request When a page loads into a browser HTTP Request are sent to the server for each file that is required to be downloaded to view the page. The number of HTTP Request should be 20 or less per page to reduce loading time. Joe Spencer | 13.10.2010
  9. 9. URL Structure ● Avoid dynamic URLs ● Use lower-case characters ● Best to use dashes (-) rather than underscores (_) ● Directories should contain index.html or default.html file for the default page. Avoid using intro.html or other generic names for the default page. ● Use URL Rewrites for creating Search Engine Friendly URLs Joe Spencer | 13.10.2010
  10. 10. Flat URL Structure Home Page Category 1 Category 2 Category 3 Page Page Page Page Page Page Page Page Page 1 2 3 1 2 3 1 2 3 • Don't go more than 2-3 levels deep in your category structure. • Include targeted keywords for the categories and page names. Example: The URL for page three in category three would look like: http://www.yourdomain.com/theme3/page3.htm Joe Spencer | 13.10.2010
  11. 11. URL Rewrites • Allows the placement of targeted keywords in the URLs Example: http://www.mydomain.com/targeted-keyword/ • Insure that all pages load from a single URL otherwise this will create URL Canonicalization Issues Joe Spencer | 13.10.2010
  12. 12. URLs for Multi-Language Websites Each language should be included in separate categories. Examples: Default Language: http://www.mydomain.com/ English Language: http://www.mydomain.com/en/ German Language: http://www.mydomain.com/de/ Joe Spencer | 13.10.2010
  13. 13. URL Canonicalization Often URL for web pages can be indexed with different URLs which creates Duplicate Content Issues. Common Homepage Example: http://www.yourdomain.com/ http://yourdomain.com/ http://www.yourdomain.com/index.html http://yourdomain.com/index.html Common Dynamic URL Example: http://www.yourdomain.com/index.php?&page=1 http://www.yourdomain.com/index.php?page=1&parameter=123 Joe Spencer | 13.10.2010
  14. 14. URL Canonicalization Tag The URL Canonicalization Tag allows you to specify the preferred version of a URL. <link rel="canonical" href="http://www.mydomain.com/"> Joe Spencer | 13.10.2010
  15. 15. Controling Web Crawlers 3 Ways to Control Web Crawlers • Robots.txt files • Robots Meta Tags • NoFollow Tags Joe Spencer | 13.10.2010
  16. 16. Robots.txt Files The Robots.txt File is used to restrict search engine spiders from indexing pages. Joe Spencer | 13.10.2010
  17. 17. Robots.txt Files Robots.txt Command Examples • User-agent: * Defined the Search Spider • Disallow: /form Defined a restriction for directory /form • Disallow: /*ln0 Restricts all URLs containing ln0 • Disallow: /*utm_source= Restricts all URLs containing utm_source= • Disallow: /*feed.xml Restricts all URLs containing a file called feed.xml • Disallow: /*.pdf$ Restricts all URLs containing a .pdf file extensions For more information: http://www.robotstxt.org/ Joe Spencer | 13.10.2010
  18. 18. Robots Meta Tags The Robots Meta Tags are used to control which pages are indexed and followed by search engine spiders. 1st Option: By default, pages without robots meta tags will allow the pages to index into cache and follow the links. 2nd Option: <meta name="robots„ content="noindex,nofollow"> This restrict the spider from indexing the page into cache and following the links on the page. 3rd Option: <meta name="robots" content="noindex"> This only restricts the spider from indexing the page into cache. 4th Option: <meta name="robots" content="nofollow"> This restricts the spider from following the link on the page. Joe Spencer | 13.10.2010
  19. 19. Examples of Pages to Restrict Examples of Types of Pages to Restrict from Robots • HTML Sitemaps = NoIndex/Follow Restricts the page from being indexed but allow the robots to follow links on the page. • About Us = NoIndex/NoFollow Restricts the page from being indexed & restrict robots from following the links on the page. • Privacy Policy = NoIndex/Follow Restricts the page from being indexed & restrict robots from following the links on the page. Joe Spencer | 13.10.2010
  20. 20. NoFollow Tags • The rel=”nofollow” tag is used for restricts web crawlers from following links. Some external links and navigational links may require the nofollow tag. • The NoFollow Tag doesn’t prevent spiders from actually following and indexing the linked page. <a href=”url” title=”title” rel=”nofollow”>link text</a> Joe Spencer | 13.10.2010
  21. 21. NoFollow Links Example Example uses footer links from Google Sites. All of the links marked in red are using NoFollow Tags. Joe Spencer | 13.10.2010
  22. 22. Type of Links to NoFollow • Navigational links which are on every page Examples: Contact Us, About Company, Privacy Policy, pages using SSL and ect. • Cross Domain Links Any link to a website sharing the same C-Class IP. • Advertisements Affiliate or other form of advertising links. • External Links External links which are not involved in a link partnership. Joe Spencer | 13.10.2010
  23. 23. XML Sitemap Files XML Sitemaps Deliever URLs to Search Engines http://www.seostrategyworkshop.ch/sitemap.xml seostrategyworkshop.ch 23 Joe Spencer | Page
  24. 24. HTTP Headers for SEO HTTP Header can be used to inform search engine spiders the propose of the page ● HTTP 301 Permanent Redirect ● HTTP 302 Temporary Redirect ● HTTP 404 Page Not Found Error ● HTTP 503 Service Unavailable Joe Spencer | 13.10.2010
  25. 25. HTTP Redirect Headers Joe Spencer | 13.10.2010
  26. 26. HTTP 301 Redirect Headers 301 redirect headers are used to inform search engines that a page has permanently moved to a new URL. ● Always use 301 Redirects when moving pages to new URLs. ● Limit the number of 301 Redirects to 1 per URL Joe Spencer | 13.10.2010
  27. 27. 404 Page Not Found Errors 404 HTTP Header responses inform search engine spiders that a URL doesn't contain a page. • Use a custom 404 Page • Include a search feature and other useful content on the custom 404 page Joe Spencer | 13.10.2010
  28. 28. 503 Service Not Available 503 HTTP Header responses inform search engine spiders that a URL is temporary unavailable. • Use during release process • Use during maintenance Joe Spencer | 13.10.2010
  29. 29. For more information about SEO www.seo-netzwerk.com www.seostrategyworkshop.com March 2 & 3, 2011 This presentation is available at: http://www.spencerestrategies.com/seo-konferenz/ Joe Spencer | 13.10.2010
  30. 30. Joe Spencer SEO Consultant Spencer e-Strategies Phone: +41-(0)44-586-8775 Fax: +41-(0)43-430-2162 Email: joe@spencerestrategies.com Skype: spencer-estrategies Website: http://www.spencerestrategies.com/ LinkedIn: http://www.linkedin.com/in/joespencer Xing:  http://www.xing.com/profile/Joe_Spencer 30

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