SEO Best Practices for Web Developers


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Technical insight into Search Engine Optimization (SEO) for Web Designers and Website Developers. Presentation covers SEO, the difference between black and white hat tactics, importance of sitemaps, redirects, W3C compliance, index limits, HTML tags, meta tags protocol, content, copywriting, site structure and search engine ranking concerns.

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SEO Best Practices for Web Developers

  1. 1. Technical Insight to Search Engine Optimization
  2. 2. <ul><li>IT Industry for 15+ years </li></ul><ul><li>BA – Philosophy </li></ul><ul><li>MBA/TM – Global e-Commerce </li></ul><ul><li>SEO/SEM/SMO Manager </li></ul><ul><li>Social Media Hound </li></ul><ul><li>Internet Entrepreneur </li></ul><ul><li>Website Designer/Developer </li></ul>Shannon Steffen [email_address] SKSDesigns in/shannonsteffen
  3. 3. <ul><li>Search Engine Optimization is a process that makes your website more attractive to the natural listings on a search engine, such as Google, Bing or Yahoo, so that your website can achieve higher ranking or placement. </li></ul><ul><ul><li>Crawlers, aka spiders or robots, such as Googlebot, Slurp or MSNbot are computer generated tools that search engines have to grab content from websites and bring them back to the search engine index. </li></ul></ul><ul><ul><li>What search engines CAN do: </li></ul></ul><ul><ul><ul><li>Read your HTML source code, text and links </li></ul></ul></ul><ul><ul><ul><li>Keep their process secret </li></ul></ul></ul><ul><ul><li>What search engines CANNOT do: </li></ul></ul><ul><ul><ul><li>Can’t read JavaScript, Flash images, AJAX or imbedded text images </li></ul></ul></ul><ul><ul><ul><li>Can’t fill in forms or log into online accounts </li></ul></ul></ul>
  4. 6. <ul><li>Sitemap </li></ul><ul><ul><li>Every page listed in site map </li></ul></ul><ul><ul><li>Add to sitemap in main navigation or footer navigation </li></ul></ul><ul><ul><li>Note this is different from Google Sitemap </li></ul></ul><ul><ul><li>All links on your site in basic link format </li></ul></ul><ul><ul><li>Use link code: <a href=”” title=”keyword”>Keyword in Anchor Text</a> </li></ul></ul><ul><li>XML Sitemap </li></ul><ul><ul><li>Located at root directory </li></ul></ul><ul><ul><li>Submitted to Google Webmaster Tools </li></ul></ul><ul><li>301 Redirect </li></ul><ul><ul><li>Used to condense homepage versions, redirect single page/file, SEF URLs or redirect entire site. </li></ul></ul><ul><li>404 Redirect </li></ul><ul><ul><li>Capture lost visitors </li></ul></ul><ul><li>W3C Compliant </li></ul><ul><ul><li>Validate code at </li></ul></ul>
  5. 7. <ul><li>Page File Size </li></ul><ul><ul><li>Max 150 kilobytes </li></ul></ul><ul><ul><li>Before CSS, images, other attachments </li></ul></ul><ul><li>Number of internal links </li></ul><ul><ul><li>Max 150 unique links per page </li></ul></ul><ul><li>URL Parameters </li></ul><ul><ul><li>Max two parameters </li></ul></ul><ul><li>URL Depth </li></ul><ul><ul><li>Max four parameters </li></ul></ul>
  6. 8. <ul><li>Title Tag </li></ul><ul><li>H1, H2, H3 Tags </li></ul><ul><li>Keyword Tag </li></ul><ul><li>Description Tag </li></ul><ul><li>Image File Name & Alt Tags </li></ul><ul><li>Internal Link Tags </li></ul><ul><li>External Link Tags </li></ul><ul><li>Robots.txt File & Tag </li></ul><ul><li>Meta Number Tag </li></ul><ul><li>Meta Country Tag </li></ul>
  7. 9. <ul><li>Write tags for every page of your website – specific to that page </li></ul><ul><li>Example: </li></ul><ul><li><title>How to write a press release</title> </li></ul><ul><li><meta name=&quot;description&quot; content=”Learn how to write a press release by using our press release checklist.&quot; /> </li></ul><ul><li><meta name=&quot;keywords&quot; content=”how to write a press release same press release checklist distributing a release to the media pr publication relations&quot; /> </li></ul><ul><li><meta name=&quot;rating&quot; content=&quot;General&quot; /> </li></ul><ul><li><meta name=&quot;distribution&quot; content=&quot;General&quot; /> </li></ul><ul><li><meta name=&quot;revisit after&quot; content=&quot;7 Days&quot; /> </li></ul><ul><li><meta name=&quot;Robots&quot; content=&quot;index,follow”/> </li></ul><ul><li><meta name=&quot;Author&quot; content=”XYZ Marketing Company&quot; /> </li></ul><ul><li><meta name=&quot;copyright&quot; content=&quot;©2010 XYZ Company&quot; /> </li></ul><ul><li><meta name=&quot;verify-v1&quot; content=”bibdwq87ndnaou9ueqsnkyi&quot; /> </li></ul>
  8. 10. <ul><li>Site Audit </li></ul><ul><ul><li>Phase 1: Sitemap SEO audit completed </li></ul></ul><ul><ul><li>Phase 2: Site navigation audit completed & navigation spider-able </li></ul></ul><ul><li>Keywords </li></ul><ul><ul><li>Keyword research completed for site by specialist </li></ul></ul><ul><li>Keyword Density </li></ul><ul><ul><li>Approximately 250 words of text & 10% keyword density on key landing pages </li></ul></ul>
  9. 11. <ul><li>Slow loading site </li></ul><ul><ul><li>Site should load in 30 seconds of less </li></ul></ul><ul><li>Black listed </li></ul><ul><ul><li>Don’t use spamming or black hat tactics such as hidden text </li></ul></ul><ul><li>Mirror site </li></ul><ul><ul><li>Don’t use mirror – same information as your website </li></ul></ul><ul><li>Confused on domains </li></ul><ul><ul><li>Use 301 redirects (.htaccess file) to redirect www domains </li></ul></ul><ul><li>Dynamic urls </li></ul><ul><ul><li>Rewrite structures if urls are too long </li></ul></ul><ul><li>JavaScript </li></ul><ul><ul><li>Pull JavaScript and CSS files from external source </li></ul></ul><ul><li>Google Webmaster Tools </li></ul><ul><ul><li>Use this free tool to check if there are any crawl errors on your site </li></ul></ul>
  10. 12. <ul><li>[email_address] </li></ul><ul><li>@SKSDesigns on Twitter </li></ul><ul><li>in/shannonsteffen on LinkedIn </li></ul><ul><li> </li></ul><ul><li>Call 414-455-1286 </li></ul>