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Choose Your Own Adventure: SEO For Web Developers | Unified Diff
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Choose Your Own Adventure: SEO For Web Developers | Unified Diff

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On Thursday 19th June 2014 I gave a talk at Unified Diff (a monthly web/software development meet-up) in FoundersHub in Cardiff. …

On Thursday 19th June 2014 I gave a talk at Unified Diff (a monthly web/software development meet-up) in FoundersHub in Cardiff.

The structure of the talk allowed the audience to choose the topics of their choice. We only had time for 4 out of a possible 12, which were (in order):

- URL Parameters
- Canonicalisation
- Titles & Metadata Best Practice
- Status Codes / Redirects Best Practice

However this version of the deck contains the slides for all 12 topics, so if you were there on the night and were hoping that I'd cover a particular topic, well now you can see the slides at least!

Published in Marketing , Technology , Design
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Transcript

  • 1. SEO For Web Developers CHOOSE YOUR OWN ADVENTURE YOU’RE THE STAR OF THE STORY! CHOOSE FROM 12 EXCITING TOPICS! BY STEVE MORGAN
  • 2. Gav
  • 3. Gav Me
  • 4. Gav Me
  • 5. Gav Meso seo
  • 6. Gav Meso seo much optimise
  • 7. Gav Meso seo much optimise wow
  • 8. Gave Meso seo much optimise wow
  • 9. Gave Mehttp://seono.co.uk/ 2013/09/02/best- compliment-ever- received- developer/
  • 10. http://moz.com/blog/the-web- developers-seo-cheat-sheet-2013-
  • 11. 3 Main Areas of SEO •1) Off-site (links) •2) On-site – copy •3) On-site – technical
  • 12. 3 Main Areas of SEO •1) Off-site (links) •2) On-site – copy •3) On-site – technical
  • 13. Facebook Open Graph & Twitter Cards Titles & Metadata Best Practice Webmaster Tools Status Codes / Redirects Best Practice URLs Best Practice Canonica l-isation URL Parameter s Robots Commands Google+ Authorship & Publisher hreflang (Internationa l SEO) Rich Snippets, e.g. Schema.org Pagination, aka rel="next" Facebook Open Graph & Twitter Cards
  • 14. Titles & Metadata Best Practice • Page Title: • Now determined by pixel width, not character limit (but still about 60-ish) • Text is bigger following Google’s recent redesign: • Make them unique site-wide • [Source: http://moz.com/blog/new-title-tag-guidelines-preview-tool]
  • 15. Titles & Metadata Best Practice • Meta description: • 155-160 characters – Google truncates the rest (similar to title tag) • Google may not use it… Case in point: • …Or Google may mix part of the meta description with a snippet from the page: http://seono.co.uk/2012/08/05/google-showing-combination-of-meta-description-body-snippet-in- serps/ • Make them unique site-wide
  • 16. EndReturn Titles & Metadata Best Practice • Meta keywords: • … • Don’t bother (seriously…!) • Google ignores it • If Yahoo!, Bing, etc. care, it’s not much • Works against you – competitors can see what keywords are important to you…
  • 17. Webmaster Tools • Google Webmaster Tools • Submitting XML sitemaps • Discovering 404 pages • Seeing if you’re affected by a manual penalty • Setting URL parameters • Demoting Sitelinks • Requesting URL removals • “Fetch as Google” • Restore ‘dropped’ links quickly • And so much more…!
  • 18. Webmaster Tools • Bing Webmaster Tools • …sucks! LOL (No, really.) EndReturn
  • 19. Status Codes / Redirects Best Practice • Redirects • Put simply: 301s = GOOD 302s = BAD! • More info here: http://moz.com/learn/seo/redirection
  • 20. Status Codes / Redirects Best Practice • Soft 404s • http://seono.co.uk/2014/04/23/4-examples-of-soft-404s-on-big-websites/ • When your Page Not Found page isn’t a 404… • …So Google indexes it. • [Server header checker tool link] EndReturn
  • 21. URLs Best Practice
  • 22. URLs Best Practice • Other factors: • Dashes > Underscores • all lowercase > Capitalisation Throughout • Feel free to remove the file extension (e.g. .html at the end) • Therefore… domain.com/example-page > domain.com/Example_Page.htm
  • 23. URLs Best Practice • [Source: http://moz.com/learn/seo/url] EndReturn
  • 24. Canonicalisation <link rel="canonical" href="http://example.com/blog" /> • [Source: http://moz.com/learn/seo/canonicalization]
  • 25. Canonicalisation • Useful for: • www. vs. non-www. • http:// vs. https:// • Duplicate homepage (e.g. www.domain.com vs. www.domain.com/index.htm) • With and without a slash at the end (e.g. /about-us vs. /about-us/) • Search parameters (e.g. …?color=blue) • Referral parameters (e.g. …?utm_source=twitter&utm_medium=profile&utm_campaign=website) • Be careful not to: • Canonicalise everything into the homepage • Canonicalise a sub-domain into the main domain EndReturn
  • 26. URL Parameters • [Source: https://docs.google.com/presentation/d/1xWy5TOkB4rwoUHXFPgwVMgl2Op9PayZOWa5wdW7ZB-o] • Search parameters (e.g. …?color=blue) • Referral parameters (e.g. …?utm_source=twitter&utm_medium=profile&utm_campaign=website)
  • 27. URL Parameters • In Google Webmaster Tools: • https://www.google.com/webmasters/tools/crawl-url-parameters EndReturn
  • 28. Robots Commands • Remove a page from search engines (more effective than robots.txt): <meta name="robots" content="noindex"/> • Some other robots commands: • NOFOLLOW = prevents SE bots from following any links on the page • NOARCHIVE = prevents SEs from showing a cached copy • NOSNIPPET = prevents SEs from showing a description alongside the result • NOODP = blocks the Open Directory Project description of the page from being used in the description • Can be combined (e.g. "noindex,nofollow") • [Source: http://searchengineland.com/meta-robots-tag-101-blocking-spiders-cached-pages-more-10665] EndReturn
  • 29. Facebook Open Graph & Twitter Cards • Facebook Open Graph meta tags: • [Source: http://blog.kissmetrics.com/open-graph-meta-tags/]
  • 30. Facebook Open Graph & Twitter Cards • Facebook Open Graph meta tags: • [Source: http://moz.com/blog/meta-data-templates-123] <!-- Open Graph data --> <meta property="og:title" content="Title Here" /> <meta property="og:type" content="article" /> <meta property="og:url" content=" http://www.example.com/" /> <meta property="og:image" content=" http://example.com/image.jpg" /> <meta property="og:description" content="Description Here" /> <meta property="og:site_name" content="Site Name, i.e. Moz" /> <meta property="fb:admins" content="Facebook numeric ID" />
  • 31. Facebook Open Graph & Twitter Cards • Twitter Card meta tags: • [Source: http://blog.kissmetrics.com/open-graph-meta-tags/]
  • 32. Facebook Open Graph & Twitter Cards • Twitter Card meta tags: • [Source: http://moz.com/blog/meta-data-templates-123] <!-- Twitter Card data --> <meta name="twitter:card" content="summary"> <meta name="twitter:site" content="@publisher_handle"> <meta name="twitter:title" content="Page Title"> <meta name="twitter:description" content="Page description less than 200 characters"> <meta name="twitter:creator" content="@author_handle"> <-- Twitter Summary card images must be at least 200x200px --> <meta name="twitter:image" content=" http://www.example.com/image.jpg"> EndReturn
  • 33. Google+ Authorship & Publisher • Google Authorship, a.k.a. rel="author" • Adding your face to Google’s search results: • Benefits: • No immediate ranking benefit* (yet), but… • It’s eye-catching – increased click-through rate • …Especially if you’re well-known in your industry • * Personalisation – if you follow someone, you may see them higher(?)
  • 34. Google+ Authorship & Publisher • Google Authorship – three ways to implement (Step 1): • 1) In the <head> (on any articles you’ve written) <link rel="author" href="https://plus.google.com/109807087957970967076"/> • 2) Add a parameter to an in-page link <a href="https://plus.google.com/109807087957970967076?rel=author">Steve Morgan</a> • 3) Verify your email • No longer an option…? • Clunky as hell anyway…
  • 35. Google+ Authorship & Publisher • Google Authorship – three ways to implement (Step 2): • Add the site to your Google+ profile’s ‘Contributor to’ section (which is found under the Links sub-section of the About section) My sites Local society Non-SEO guest post SEO social media site Old employer’s blog SEO guest posts
  • 36. Google+ Authorship & Publisher • Test it – http://www.google.com/webmasters/tools/richsnippets
  • 37. Google+ Authorship & Publisher • Google Publisher, a.k.a. rel="publisher" • Equivalent for Google+ Brand pages for branded searches…
  • 38. Google+ Authorship & Publisher • Google Publisher – two ways to implement: • 1) In the <head> (homepage only) <link rel="publisher" href="https://plus.google.com/109733829658465862616"/> • 2) On-page? (possibly new – only just spotted) <a href="https://plus.google.com/112544075040456048636" rel="publisher">Google+</a>
  • 39. Google+ Authorship & Publisher • Want to learn more? • My talk from April 2013: http://seono.co.uk/2013/04/22/getting-your-face-in-google-my-cardiff-internet-talk/ or • My upcoming talk at Port80 Localhost, Newport, August 2014 (date TBC) http://port80events.co.uk/localhost-events/ EndReturn
  • 40. hreflang (International SEO) • Use Google Webmaster Tools to geo-target domain… • If a ccTLD (e.g. .co.uk) then already designated for you (United Kingdom) • But… If gTLD (e.g. .com), you can choose! • Choose your target country, or: • ‘Unlisted’ = Global • Working with a UK-based .com that only wants/needs UK traffic? Be sure to change it! • You can even geo-target sub-folders via GWT (e.g. domain.com/uk/)
  • 41. hreflang (International SEO) • Also: consider hreflang (full name: rel="alternate" hreflang="x") • Useful for side-stepping duplicate content issues for multinational sites: • English, UK (GBP £) • English, Australian (AUD $) • Potentially 99% identical content • Implement via: • <head> • XML sitemaps - http://www.themediaflow.com/tool_hreflang.php
  • 42. hreflang (International SEO) • hreflang example: • Top line: Global (English) • Middle line: UK (English) • Bottom line: Australian (English) <link rel="alternate" hreflang="en" href="http://www.example.com/page.html" /> <link rel="alternate" hreflang="en-gb" href="http://en-gb.example.com/page.html" /> <link rel="alternate" hreflang="en-au" href="http://en-au.example.com/page.html" /> EndReturn
  • 43. Rich Snippets (e.g. Schema.org) • Rich snippets summarised in 5 words: THEY MAKE GOOGLE LOOK PRETTY
  • 44. Rich Snippets (e.g. Schema.org) • Examples:
  • 45. Rich Snippets (e.g. Schema.org) • Example of implementation via Schema.org – before: <h1>Beachwalk Beachwear & Giftware</h1> A superb collection of fine gifts and clothing to accent your stay in Mexico Beach. 3102 Highway 98 Mexico Beach, FL Phone: 850-648-4200
  • 46. Rich Snippets (e.g. Schema.org) • Example of implementation via Schema.org – after: <div itemscope itemtype="http://schema.org/LocalBusiness"> <h1><span itemprop="name">Beachwalk Beachwear & Giftware</span></h1> <span itemprop="description"> A superb collection of fine gifts and clothing to accent your stay in Mexico Beach.</span> <div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress"> <span itemprop="streetAddress">3102 Highway 98</span> <span itemprop="addressLocality">Mexico Beach</span>, <span itemprop="addressRegion">FL</span> </div> Phone: <span itemprop="telephone">850-648-4200</span> </div>
  • 47. Rich Snippets (e.g. Schema.org) • Test it – http://www.google.com/webmasters/tools/richsnippets
  • 48. Rich Snippets (e.g. Schema.org) EndReturn
  • 49. Pagination (a.k.a. rel="next"/"prev") • Tags to improve Google’s understanding of paginated content • Example for http://seono.co.uk/category/seo/page/2/ • Built into WordPress as standard (not sure about other platforms…) EndReturn
  • 50. Your adventure ends here. • Image credits – via Creative Commons licence: • https://www.flickr.com/photos/notbrucelee/6305665821 • https://www.flickr.com/photos/cdrummbks/3742991709 • https://www.flickr.com/photos/cdrummbks/3743784604 • https://www.flickr.com/photos/cdrummbks/3743784398 • https://www.flickr.com/photos/ocreactive/4250593691 • http://gavd.co.uk/2013/05/announcing-wineface-a-free-android-app/ • https://www.flickr.com/photos/skipgoshannon/2412907219 • https://www.flickr.com/photos/misterjt/2878889135 • https://www.flickr.com/photos/_scypher/4776126765 • http://youchosewrong.tumblr.com/post/25438706634/from-be-an-interplanetary-spy-1-find-the • (All the rest were screenshots or credited in-slide.) • SEOno.co.uk (blog) • morganonlinemarketing.co.uk (freelance) • @steviephil (Twitter)