How to Piss Off Your SEO Guy

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SEO for developers look at different SEO principals which can be implemented at application build time.

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How to Piss Off Your SEO Guy

  1. 1. How to piss off your<br />guy<br />iowa code camp04-30-2011<br />
  2. 2. How to piss off your<br />What Does Google Look for?<br />guy<br /><ul><li>The Bottom Line – if you get nothing more from this talk than this slide…</li></ul>Relevance / Keywords<br />Title<br />Anchor text of incoming links<br />Other textual elements<br />Site Navigation Links<br />Content<br />Alt tags<br />Importance = Power and Number of Incoming Links<br />iowa code camp :: 04-30-2011<br />
  3. 3. How to piss off your<br />The Breakdown<br />guy<br /><ul><li>The Basics
  4. 4. The Good Stuff
  5. 5. The Secret Stuff
  6. 6. The High Impact Stuff</li></ul>iowa code camp :: 04-30-2011<br />
  7. 7. How to piss off your<br />The Basics<br />guy<br />How to piss off the SEO guy:<br />Prevent Google from Accessing Any Indicators of Relevance or Importance<br />Make sure the bots and spiders have access to your content.<br /><ul><li>Render content using technologies inaccessible to search engines
  8. 8. Use non-descriptive text in key page and site elements
  9. 9. Use dynamic, non-descriptive URLs
  10. 10. Allow the search engines to access your site and its pages from multiple URLs
  11. 11. Use bad/malformed HTML</li></ul>iowa code camp :: 04-30-2011<br />
  12. 12. How to piss off your<br />How to piss off the SEO guy:<br />Render Content Using Technologies Inaccessible to Search Engines <br />guy<br />Use “post-load” technologies<br />Flash<br />This Flash-only website was getting 25-50 visitors per week.<br />iowa code camp :: 04-30-2011<br />
  13. 13. How to piss off your<br />How to piss off the SEO guy:<br />Use “post-load” technologies<br />guy<br />HTML<br />Creating an HTML version shot the site up to over 1,000 visitors per week.<br />iowa code camp :: 04-30-2011<br />
  14. 14. How to piss off your<br />How to piss off the SEO guy:<br />Use “post-load” technologies<br />guy<br />The Fix:<br /><ul><li>Give every unique piece of content its own URLDo not use Default.aspx/index.php and “handle” every page(Apache = cURL / IIS = HttpModules or URLRewriter module under IIS7)
  15. 15. Use HTML
  16. 16. Don't use Flash, JavaScript, AJAX, etc. for content you want indexedGoogle cannot index flash or javascript…yet. :)
  17. 17. Create “followable” linksFrom the search engine/bot perspective</li></ul>iowa code camp :: 04-30-2011<br />
  18. 18. How to piss off your<br />How to piss off the SEO guy:<br />Use Non-Descriptive Text in Key Page and Site Elements<br />guy<br />Get lazy with your code<br />Examples:<br /><ul><li>Use the same title and meta description on every page
  19. 19. Use images or Flash for site navigation</li></ul>iowa code camp :: 04-30-2011<br />
  20. 20. How to piss off your<br />How to piss off the SEO guy:<br />Get lazy with your code<br />guy<br />Examples:<br />Optimo Hat Company probably ranks really wellfor"optimohat company"<br />iowa code camp :: 04-30-2011<br />
  21. 21. How to piss off your<br />How to piss off the SEO guy:<br />Get lazy with your code<br />guy<br />The Fix:<br /><ul><li>Allow every URL to have its own unique title and meta description
  22. 22. Allow internal links to use descriptive text as anchor text</li></ul>e.g. Don't use images for site navigation<br />iowa code camp :: 04-30-2011<br />
  23. 23. How to piss off your<br />How to piss off the SEO guy:<br />Get lazy with your code<br />guy<br />Example & Fix:<br /><ul><li>Need to highlight meta information via “rich snippits”</li></ul>Reviews, People (contact information), Products, Businesses, Recipes, Events & Videohttp://www.google.com/support/webmasters/bin/answer.py?answer=99170http://www.seobook.com/google-local<br />iowa code camp :: 04-30-2011<br />
  24. 24. How to piss off your<br />How to piss off the SEO guy:<br />Use Dynamic, Non-Descriptive URLs<br />guy<br />Examples:<br /><ul><li>Mix up parameters and you still get the same "page":</li></ul>http://bashandslash.com/index.php?option=com_content&task=category&sectionid=4&id=30&Itemid=69<br />http://bashandslash.com/index.php?option=com_content&Itemid=69&id=30&sectionid=4&task=category<br />Which one should Google index?<br />It will try to index both.<br />iowa code camp :: 04-30-2011<br />
  25. 25. How to piss off your<br />How to piss off the SEO guy:<br />Use Dynamic, Non-Descriptive URLs<br />guy<br />Examples:<br /><ul><li>URL tells users and the search engines nothing about the content of the page.</li></ul>option=com_content<br />task=category<br />Itemid=69<br />id=30<br />sectionid=4<br />Mama always said a URL was like a box of chocolates.<br />iowa code camp :: 04-30-2011<br />
  26. 26. How to piss off your<br />How to piss off the SEO guy:<br />Use Dynamic, Non-Descriptive URLs<br />guy<br />The Fix:<br /><ul><li>Create static, descriptive URLs:</li></ul>http://bashandslash.com/bash-webcast/<br />iowa code camp :: 04-30-2011<br />
  27. 27. How to piss off your<br />How to piss off the SEO guy:<br />Use poor/malformed HTML<br />guy<br />Issues &Fix:<br />Only one H1 per (rendered) page<br />H1 should match the keyword/title of the page<br />All H-tags must be nested properly<br />H2’s in H1’s and so on…<br />Use strict XHTML whenever possible<br />Close all tags (</a> or <br />), case sensitive, attributes must use quotes (type=“text”)<br />iowa code camp :: 04-30-2011<br />
  28. 28. How to piss off your<br />How to piss off the SEO guy:<br />Use poor/malformed HTML<br />guy<br />The Fix:<br />Images must have keyword rich file name and “juicy”, keyword filled alt text.<br />iowa code camp :: 04-30-2011<br />
  29. 29. How to piss off your<br />How to piss off the SEO guy:<br />Not supply meta information for non-text elements<br />guy<br />Example & Fix:<br />Audio & Video<br />Video transcripts are a must if you want the best search indexing power.YouTube is handled at upload. The file must be plain text and in a YouTube-friendly format. http://www.google.com/support/youtube/bin/answer.py?hl=en&answer=166810<br />Non-YouTube content needs an HTML version of the transcript<br />A link to the transcript from the element and link to the element from the transcripthttp://www.uiaccess.com/transcripts/transcripts_on_the_web.html<br />iowa code camp :: 04-30-2011<br />
  30. 30. How to piss off your<br />The Good Stuff<br />guy<br />How to piss off the SEO guy:<br />Prevent Google from Accessing Any Indicators of Relevance or Importance<br />Make sure the bots and spiders have access to your content.<br /><ul><li>Allow the search engines to access your site and its pages from multiple URLs
  31. 31. Disregard search engines when structuring pages</li></ul>iowa code camp :: 04-30-2011<br />
  32. 32. How to piss off your<br />How to piss off the SEO guy:<br />Allow the Search Engines to Access Your Site and Its Pages from Multiple URLs<br />guy<br />117 URLs for the home page<br />iowa code camp :: 04-30-2011<br />
  33. 33. How to piss off your<br />How to piss off the SEO guy:<br />Allow the Search Engines to Access Your Site and Its Pages from Multiple URLs<br />guy<br />21 URLs for this one internal page on Macys.com<br />iowa code camp :: 04-30-2011<br />
  34. 34. How to piss off your<br />How to piss off the SEO guy:<br />Allow the Search Engines to Access Your Site and Its Pages from Multiple URLs<br />guy<br />The Fix:<br /><ul><li>301 redirect alternative versions of your domain/home page to the canonical version.</li></ul>http://bashandslash.com/<br />http://www.bashandslash.com/<br />http://bashandslash.com/index.php<br />http://www.bashandslash.com/index.php<br />http://www.bashandslash.com/ <br />iowa code camp :: 04-30-2011<br />
  35. 35. How to piss off your<br />How to piss off the SEO guy:<br />Allow the Search Engines to Access Your Site and Its Pages from Multiple URLs<br />guy<br />The Fix:<br /><ul><li>301 redirect alternative versions of your internal pages to the canonical version.</li></ul>/catalog/product/index.ognc?ID=479833&CategoryID=7502/catalog/product/index.ognc?ID=479833&PseudoCat=se-xx-xx-xx.esn_results/catalog/product/index.ognc?ID=479833&CategoryID=21624&LinkType=EverGreen/catalog/product/index.ognc?ID=479833&PseudoCat=se-xx-xx-xx.esn_compare<br /> /catalog/product/waterford-bedding-hannah-comforter-sets/<br />iowa code camp :: 04-30-2011<br />
  36. 36. How to piss off your<br />How to piss off the SEO guy:<br />Canonical URL<br />guy<br />Define:<br />Ensuring content is only accessible via a single URL.<br />Canonicalization eliminates duplicate content issues discussed in the last few slides.<br />iowa code camp :: 04-30-2011<br />
  37. 37. How to piss off your<br />How to piss off the SEO guy:<br />Disregard Search Engines When Structuring Pages<br />guy<br />Explanation :<br /><ul><li>Google generally utilizes the anchor text of the first link to a given URL.</li></ul>Primary keywords for which they want to rank:<br /><ul><li>storage containers
  38. 38. closet organizers </li></ul>iowa code camp :: 04-30-2011<br />
  39. 39. How to piss off your<br />How to piss off the SEO guy:<br />Disregard Search Engines When Structuring Pages<br />guy<br />Example:<br /><ul><li>First link to home page: <a href="/">Home</a>
  40. 40. Second link to home page:</li></ul><h1 class="left" id="logo"><a href="/"><span>Space Savers - Closet Organizers - Kitchen, Bathroom, Garage</span></a></h1><br /><ul><li>The home page is highly optimized for the extremely profitable keyword -> "home"</li></ul>iowa code camp :: 04-30-2011<br />
  41. 41. How to piss off your<br />How to piss off the SEO guy:<br />Disregard Search Engines When Structuring Pages<br />guy<br />Example:<br />11,343 Pages = 11,343 Wasted Links!<br />11,342 pages point to “home”<br />iowa code camp :: 04-30-2011<br />
  42. 42. How to piss off your<br />How to piss off the SEO guy:<br />Disregard Search Engines When Structuring Pages<br />guy<br />The Fix:<br />Plan to give the first link a "keyword-rich" anchor text.<br />iowa code camp :: 04-30-2011<br />
  43. 43. How to piss off your<br />The Secret Stuff<br />guy<br />How to piss off the SEO guy:<br />Prevent Google from Accessing Any Indicators of Relevance or Importance<br />Make sure the bots and spiders have access to your content.<br /><ul><li>“Thus, what is of supreme importance in war is to attack the enemy's strategy.”The Art of War – Sun Tzo</li></ul>iowa code camp :: 04-30-2011<br />
  44. 44. How to piss off your<br />How to piss off the SEO guy:<br />SEO Ninja Strategy<br />guy<br />Experiment:<br /><ul><li>Google selects only one link to a given URL from another URL.
  45. 45. We conducted experiments to test which links Google chooses under a set of conditions.</li></ul>iowa code camp :: 04-30-2011<br />
  46. 46. How to piss off your<br />How to piss off the SEO guy:<br />SEO Ninja Strategy<br />guy<br />What We Discovered:<br /><ul><li>When two links to the same URL exist on a page...
  47. 47. First, a text link with anchor text such as "home"
  48. 48. Second, a keyword-rich text link...
  49. 49. Google utilizes the link with anchor text "home".
  50. 50. When two links to the same URL exist on a page...
  51. 51. First, a text link with anchor text such as "home"
  52. 52. Second, a keyword-rich text link...
  53. 53. Google utilizes the link with anchor text "home".</li></ul>iowa code camp :: 04-30-2011<br />
  54. 54. How to piss off your<br />How to piss off the SEO guy:<br />SEO Ninja Strategy<br />guy<br />What We Discovered:<br /><ul><li>When two links to the same URL exist on a page...
  55. 55. First, a link whose anchor text is empty
  56. 56. Second, a link with keyword-rich anchor text...
  57. 57. Google skips the link with empty anchor text and utilizes the second (not empty) link.
  58. 58. Use: Strategically leave links empty so Google indexes 2nd link and then add background image/text via CSS/jQuery later to make 1st link useable OR don’t.</li></ul>iowa code camp :: 04-30-2011<br />
  59. 59. How to piss off your<br />How to piss off the SEO guy:<br />SEO Ninja Strategy<br />guy<br />What We Discovered:<br /><ul><li>When two links to the same URL exist on a page...
  60. 60. First, a text link with a single letter anchor text such as "a"
  61. 61. Second, a keyword-rich text link...
  62. 62. Google utilizes the link with anchor text "a".</li></ul>iowa code camp :: 04-30-2011<br />
  63. 63. How to piss off your<br />How to piss off the SEO guy:<br />SEO Ninja Strategy<br />guy<br />What We Discovered:<br /><ul><li>When two links to the same URL exist on a page...
  64. 64. First, an image link
  65. 65. Second, a text link...
  66. 66. Google utilizes the text link (regardless of whether the image's alt attribute contains text or not).</li></ul>iowa code camp :: 04-30-2011<br />
  67. 67. How to piss off your<br />How to piss off the SEO guy:<br />SEO Ninja Strategy<br />guy<br />What We Discovered:<br /><ul><li>When only one link to a given URL exists on a page, and that link is an image with a non empty alt attribute...
  68. 68. Google utilizes the text of the alt attribute as though it were anchor text.</li></ul>iowa code camp :: 04-30-2011<br />
  69. 69. How to piss off your<br />How to piss off the SEO guy:<br />SEO Ninja Strategy<br />guy<br />What We Discovered:<br /><ul><li>When two links to the same URL exist on a page...
  70. 70. First, a JavaScript link
  71. 71. Second, an HTML text link...
  72. 72. Google utilizes the text link.
  73. 73. Use: Strategically index links with the most “keyword power”</li></ul>iowa code camp :: 04-30-2011<br />
  74. 74. How to piss off your<br />How to piss off the SEO guy:<br />SEO Ninja Strategy<br />guy<br />What We Discovered:<br /><ul><li>When two links to the same URL exist on a page...
  75. 75. First, a text link with rel="nofollow"
  76. 76. Second, a text link without rel="nofollow"...
  77. 77. Google utilizes neither.</li></ul>iowa code camp :: 04-30-2011<br />
  78. 78. How to piss off your<br />How to piss off the SEO guy:<br />SEO Ninja Strategy<br />guy<br />What We Discovered:<br /><ul><li> pass anchor text.
  79. 79. Google doesn't look at the destination URL of 301 redirects when determining if a given URL “multiple links” to the same URL.
  80. 80. 301 redirects</li></ul>iowa code camp :: 04-30-2011<br />
  81. 81. How to piss off your<br />How to piss off the SEO guy:<br />SEO Ninja Strategy<br />guy<br />Conclusion:<br /><ul><li>Link type and order matter.
  82. 82. Play it safe…Make the first link to a URL a keyword-rich text link.</li></ul>iowa code camp :: 04-30-2011<br />
  83. 83. How to piss off your<br />The High Impact Stuff<br />guy<br />How to piss off the SEO guy:<br />Prevent Google from Accessing Any Indicators of Relevance or Importance<br />Make sure the bots and spiders have access to your content.<br /><ul><li>Build heavy, slow-loading pages
  84. 84. Move Stuff and Don't File a Change of Address Form</li></ul>iowa code camp :: 04-30-2011<br />
  85. 85. How to piss off your<br />How to piss off the SEO guy:<br />Build Heavy, Slow-Loading Pages<br />guy<br />Explanation:<br /><ul><li>With Google AdWords, slower load times result in a higher cost-per-click and a lower ad position.
  86. 86. "Load time impacts your landing page quality and, therefore, your Quality Score.“https://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=87144
  87. 87. "Quality Score is used....[to determine] your keywords' actual cost-per-clicks....[and] how high your ad will be ranked.“https://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=10215</li></ul>iowa code camp :: 04-30-2011<br />
  88. 88. How to piss off your<br />How to piss off the SEO guy:<br />Build Heavy, Slow-Loading Pages<br />guy<br />The Fix:<br /><ul><li>Build lightweight, fast-loading pages.</li></ul> <br /><ul><li>Tools (many are for firefox only):</li></ul>Firebug (http://getfirebug.com/)<br />Yslow(http://developer.yahoo.com/yslow/)<br />Page Speed(http://code.google.com/speed/page-speed/download.html)<br />Google Webmaster Tools (https://www.google.com/webmasters/tools/home?hl=en)<br />Any Others?<br />iowa code camp :: 04-30-2011<br />
  89. 89. How to piss off your<br />How to piss off the SEO guy:<br />Move Stuff and Don't File a Change of Address Form<br />guy<br />The Fix:<br /><ul><li>Virtually all of your site's content should bring in traffic (whether it be from Google or other sources).
  90. 90. If the URL gets changed, search engines and visitors will still look for it at the original URL.
  91. 91. The original URL may have incoming links, giving that URL PageRank.</li></ul>iowa code camp :: 04-30-2011<br />
  92. 92. How to piss off your<br />How to piss off the SEO guy:<br />Move Stuff and Don't File a Change of Address Form<br />guy<br />The Fix:<br /><ul><li>301 Redirect
  93. 93. Search engines remove the old URL and index the new URL.
  94. 94. PageRank from the old URL is passed to the new URL.
  95. 95. Users who visit the old URL through links, bookmarks, etc. are redirected to the new URL rather than being sent a 404 response.</li></ul>iowa code camp :: 04-30-2011<br />
  96. 96. How to piss off your<br />How to piss off the SEO guy:<br />Seriously – don’t piss him off…<br />guy<br />Contact Us:<br /><ul><li>Dave MeindlClickStop SEO/SEMdavid@davidmeindl.com
  97. 97. Tom AltmanClickStop WebGuytom@tomaltman.comhttp://tomaltman.com</li></ul>Slides available at<br />http://tomaltman.com/featured-post/iowa-code-camp-and-seo-presentation/<br />iowa code camp :: 04-30-2011<br />

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