10 Things Webdesigners tend to do Wrong in SEO - SMX 2014

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10 Things Webdesigners tend to do Wrong in SEO - held @ SMX 2014 in Munich

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10 Things Webdesigners tend to do Wrong in SEO - SMX 2014

  1. 1. source: http://www.communityelf.com/blog/fun/the-3-biggest-social-media-mistakes-and-how-to-avoid-them/attachment/mistake-bridge/ 1 10 Things Web Designers tend to forget when doing SEO by Timon Hartung @ SMX Munich 2014
  2. 2. Timon Hartung • Managing Director @DNTX.com • Master of Business Informatics • 10 years SEO & online marketing experience • Former Head of Online Marketing at amiando • Consulting cooperations on international SEO • 15 years coding experience Java, PHP, MySQL • Previously spoken at SMX Munich and Social Media Economy Days 2
  3. 3. source: http://businesswebcoach.com/beating-google-webmaster-tools-into-utter-submission/ Use Google Webmaster Tools 3
  4. 4. • Setting GWMT up takes 5 minutes! • GMWT gives you a lot of information on how google sees your site • Find 404 pages on your website with external links pointing to it • So use Google Webmaster Tools! Just do it! 4 Google Webmaster Tools
  5. 5. source: http://www.linetoweb.com/google-xml-sitemap-wordpress-plugin/ Good site maps 5
  6. 6. Site map • Auto generate a site map! So that it‘s allways up to date • Submit your site map to google in the GWMTs • Check your site map for broken links with Screamingfrog to find and fix the 404 errors • A good clean site map will increase your crawl rate 6
  7. 7. 7 Good site maps increase your crawl rate
  8. 8. 8 A good site map and a good website will have most of its content in the site map indexed if not check the content and why (GWMT)
  9. 9. source: http://awesome-design.com/stati/seo/seo-optimizacziya-sajta-robotstxt-poobshhaemsya-s-poiskovymi-robotami.html Careful with Robots.txt 9
  10. 10. Robots.txt • Check your Robots.txt right now! • You probably don‘t need a robots.txt and it does more harm wrongly configured than having one • Use noindex, follow as a meta tag instead to steer the crawler 10
  11. 11. Robots.txt 11 Robots. txtWhat if your developers forget to take out the disallow all in the robots.txt from the development server when deploying. When do you notice!?
  12. 12. Great website about actors 12
  13. 13. SERPs for this website 13
  14. 14. The robots.txt is blocking all crawler access 14
  15. 15. source: http://www.briandanielboyd.com/ Speaking URLs 15
  16. 16. 16 Speaking URLs http://www.washingtonpost.com/business/technology/apple-expecting-ipad-mini-to-sell-big- report-says/2012/10/08/72ea60f4-1144-11e2-be82-c3411b7680a9_story.html http://www.jbl.com/estore/jbl/us/shop/speaker-docks/ cat70007;jsessionid=CDDF2BAD1EEE175356846240358FF160.node3 http://www.apple.com/ipad/accessories/
  17. 17. source: http://www.linetoweb.com/google-xml-sitemap-wordpress-plugin/ Be careful with AJAX & JS 17
  18. 18. • The google crawler might not see content loaded by Javascript and Ajax because it is loaded after the page has been loaded. 18 Ajax and Javascript Ajax can really improve UX but check that you SEO content is not loaded via Javascript Normal HTML Ajax loaded content invisible for the crawler
  19. 19. Ajax and Javascript • To check if your content is seen by the google bot go into GWMT and check your page with the function: „Fetch page as google bot“ 19
  20. 20. Fetch as google bot 20
  21. 21. source: http://www.freegreatpicture.com/animal-collection/running-leopard-15978 Site speed 21
  22. 22. Site speed 22Source:http://www.strangeloopnetworks.com/assets/images/infographic2.jpg
  23. 23. Site speed • Amazon: increased revenue by 1% for every 100 milliseconds load time improvement • AOL: the top 10% in site speed viewed 50% more pages than the bottom 10% • Yahoo: increased traffic by 9% for every 400 milliseconds of load time improvement • Conclusion: Users love fast websites! 23
  24. 24. Site speed 24Source: http://bit.ly/QWoGmp
  25. 25. Site speed - what about google • Site speed is one of the over 200 signals used by google to determine search rankings. • Site speed is NOT the most critical ranking factor • But Remember: Search engines like fast sites that don‘t waste their resources. 25
  26. 26. Site speed - some tips how to optimise • Check your site speed with: tools.pingdom.com 26
  27. 27. Site speed - Analyse your site • Analyse your site with google and yahoo • Google: https://developers.google.com/speed/pagespeed/ • Yahoo: http://developer.yahoo.com/yslow/ • Site speed optimisation guideline • Yahoo: http://developer.yahoo.com/performance/rules.html 27
  28. 28. Site speed - Check your site speed in Google Analytics 28
  29. 29. source: http://www.theyenvy.us/photo/html5 Schema.org & Rel Author 29
  30. 30. 30 Schema.org = Rich Snippets <div itemscope itemtype="http://schema.org/Movie"> <h1 itemprop="name">Avatar</h1> <span>Director: <span itemprop="director">James Cameron</span></span> <span itemprop="genre">Science fiction</span> <a href="../movies/avatar-theatrical-trailer.html" itemprop="trailer">Trailer</a> </div>
  31. 31. More Rich Snippets 31 Events Ratings Check out the schema.org specification and increase your snippet CTRs dramatically
  32. 32. Rel=Author 32 Which snippet would you click?
  33. 33. Rel=Author • Rel=Author is huge and easy to get. • Rel=Author will dramatically increase you SERP snippet CTRs • How to: • Get a google+ profile • Get circled a lot by others • Link to your domain from your google+ profile • Link to your google+ profile from your domain with ?rel=author • Done! 33
  34. 34. Schema.org and Rel=author • Check your markup with googles Rich Snippet Testing Tool: • http://www.google.com/webmasters/tools/richsnippets 34
  35. 35. source: http://www.icangiveyouhouse.com/2010/09/04/world-in-our-hands/ International IP Redirects 35
  36. 36. • Sometimes you might think redirecting all of your visitors based on their IP to the dedicated country and language page might be a good idea. 36 International IP Redirects
  37. 37. International IP Redirects 37 Country redirection page US DE FR ES DE FR Users get redirected correctly
  38. 38. • But where does the google bot come from? The US! • Thats a serious problem for SEO 38 International IP Redirects
  39. 39. International IP Redirects 39 US DE FR ES US Country redirection page Google bot from the US will also get directed „correctly“ ALWAYS to the US version but NEVER see any other language or country version!
  40. 40. International IP Redirects • Solution: • If you want IP redirects just do them on the home page nowhere else • Don‘t forget about the users: • What if a user from Germany follows a US link from a forum. That user will not get the desired and expected result and thats bad. 40
  41. 41. A great way to do it is to give the user a notification that there is a dedicated country page 41
  42. 42. source: http://onlineitallmatters.blogspot.de/2012/08/is-your-mobile-content-strategy-working.html Mobile Strategy 42
  43. 43. • There are a few mobile web design strategies out there 1.Subdomain strategy m.domain.com 2.Different domain strategy domain.mobi 3.Subdirectory strategy domain.com/mobile 4.Responsive design or template strategy on same URL 43 Mobile Strategy
  44. 44. Responsive Design • Responsive web design (often abbreviated to RWD) is an approach to web design in which a site is crafted to provide an optimal viewing experience— easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices (from desktop computer monitors to mobile phones). 44Source:http://en.wikipedia.org/wiki/File:Boston_Globe_responsive_website.jpg
  45. 45. Live example: http://www.olevmedia.com/themes/ preview/?item=metro 45
  46. 46. Desktop & IPad 1024x 768 46source: http://themeforest.net/item/metrostyle-responsive-all-purpose-wordpress-theme/2921313
  47. 47. 47
  48. 48. 48
  49. 49. 49
  50. 50. Mobile Strategy • Best thing about responsive design for SEO • All links go to the same URL • No duplicate content • Other benefits • No problems displaying content on different devices following a mobile or not mobile link, better conversion rates • Easier to manage content 50
  51. 51. source: http://www2.tbo.com/news/outdoors/2012/oct/09/skydiver-begins-prep-for-supersonic-jump-ar-526778/ Relaunch SEO 51
  52. 52. • Don‘t change your URLs • Redirect changed URLs by 301 or canonical • Short downtimes • Check your titles and descriptions • Do a crawl before and after with Screamingfrog or XENU to find missing pages • Use GWMT to solve 404 problems 52 Relaunch SEO Tips
  53. 53. Thank you! get in touch: • facebook.timonhartung.com • @timondeluxe • linkedin.timonhartung.com • googleplus.timonhartung.com • www.timonhartung.com 53

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