Php Meetup Seo

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Php Meetup Seo

  1. 1. PHP Meetup - SEO 2/12/2009
  2. 2. Where to Focus? <ul><li>Ensuring the findability of content </li></ul><ul><li>Ensuring content is well understood by search engines </li></ul><ul><ul><li>Maximizing the importance search engines assign your pages/sites </li></ul></ul>
  3. 3. Why is SEO Important?
  4. 4. Findability of Content <ul><li>Content should only be a few clicks away </li></ul><ul><li>Content has to be visible to search engines </li></ul><ul><ul><li>No Flash </li></ul></ul><ul><ul><li>No content embedded in JavaScript </li></ul></ul><ul><ul><li>No AJAX </li></ul></ul><ul><ul><li>No text in images </li></ul></ul><ul><ul><li>No iframes </li></ul></ul><ul><ul><li>No popups for key content </li></ul></ul><ul><li>Lo-fi Navigation </li></ul><ul><li>Solutions </li></ul><ul><ul><li>CSS </li></ul></ul><ul><ul><li>Image Replacement </li></ul></ul><ul><ul><ul><li>Preferred method “sIFR” </li></ul></ul></ul><ul><ul><li>Graceful Degradation (ungatoys.com) </li></ul></ul>
  5. 5. Sending Search Engines the Right Message <ul><li>Title Tag </li></ul><ul><li>Heading Tags (<h1>,<h2>,…) </li></ul><ul><li>Meta Tags (Meta Description, Meta Keywords??) </li></ul><ul><li>URLs – Keyword rich and static looking </li></ul><ul><li>Anchor text with relevant keywords </li></ul>
  6. 6. Sending Search Engines the Right Message Cont’d <ul><li>Title Tag </li></ul><ul><ul><li>Most important single element </li></ul></ul><ul><ul><li>Unique to each individual page </li></ul></ul><ul><ul><li>Short and keyword rich </li></ul></ul><ul><ul><li>Bots read left to right, keywords at the beginning are viewed as more important </li></ul></ul><ul><ul><li>Google displays a max of 65 characters but the rest still count. </li></ul></ul><ul><ul><li>More words in a title, the less each word counts </li></ul></ul><ul><ul><li>keyword order </li></ul></ul>
  7. 7. Sending Search Engines the Right Message Cont’d <ul><li>Heading tags </li></ul><ul><ul><li>Heading tags should be used to outline content </li></ul></ul><ul><ul><li>Should only be one h1 and should be similar to title </li></ul></ul><h1>Thesis or Main Point</h1> <h2>Important Point #1</h2> <h3>Important Sub point #1</h3> <h3>Important Sub point #2</h3> <h2>Important Point #2</h2> <h3>Different Important Sub point #1</h3> <h3>Different Important Sub point #2</h3>
  8. 8. Sending Search Engines the Right Message Cont’d <ul><li>Meta Tags </li></ul><ul><ul><li>Meta Description is used as default description if more relevant content is not found on page </li></ul></ul><ul><ul><ul><li>Unique to each page </li></ul></ul></ul><ul><ul><ul><li>Strong call to action </li></ul></ul></ul><ul><ul><li>Meta Keywords </li></ul></ul><ul><ul><ul><li>Best case scenario they do nothing </li></ul></ul></ul><ul><ul><ul><li>Worst case scenario they can harm you </li></ul></ul></ul>
  9. 9. Sending Search Engines the Right Message Cont’d <ul><li>URLs </li></ul><ul><ul><li>URLs should be short and keyword rich </li></ul></ul><ul><ul><li>Avoid using parameters – URL should not look dynamic </li></ul></ul><ul><ul><li>Use hyphens instead of underscores to separate words </li></ul></ul><ul><ul><li>Instead of http://reviews.cnet.com/4520-12606_7-6536417-1.html use http://reviews.cnet.com/ipod/ </li></ul></ul>
  10. 10. Sending Search Engines the Right Message Cont’d <ul><li>Anchor Text </li></ul><ul><ul><li>Text used in links pointing to a page is extremely important </li></ul></ul><ul><ul><li>Use short and keyword rich anchor text </li></ul></ul><ul><ul><li>Avoid anchor text like “home”, “read more” or “click here” </li></ul></ul><ul><ul><li>When images MUST be used as links, use alt attribute </li></ul></ul><ul><li>Multimedia Content </li></ul><ul><ul><li>Surround by indexable relevant content </li></ul></ul><ul><ul><ul><li>Transcripts (id3 tags), descriptions, user comments, etc </li></ul></ul></ul>
  11. 11. Maximizing the Importance of your Pages <ul><li>What is PageRank? </li></ul><ul><li>Having more links to a given page increases PageRank </li></ul><ul><ul><li>Provide multiple navigation methods (normal navigation, tags, sitemap, etc) </li></ul></ul><ul><li>Having links from more “important” pages to a given page increases PageRank </li></ul><ul><ul><li>Keep important pages close to the front door </li></ul></ul><ul><ul><li>Create navigation that allows as many pages as possible to be close to high PageRank pages </li></ul></ul><ul><ul><li>Pagination </li></ul></ul><ul><li>Use of simple, static URLs increases the flow of PageRank </li></ul><ul><li>Use of rel=“nofollow” </li></ul><ul><ul><li>A couple uses (+user generated content) </li></ul></ul>
  12. 12. Duplicate Content <ul><li>Causes of Duplicate Content </li></ul><ul><ul><li>Similar content on different pages </li></ul></ul><ul><ul><ul><li>Body content is similar </li></ul></ul></ul><ul><ul><ul><li>Some elements are identical – title tags, meta descriptions, multiple less important elements </li></ul></ul></ul><ul><ul><ul><li>3 rd party content on many sites (Wikipedia) </li></ul></ul></ul><ul><ul><li>One page being accessible multiple ways </li></ul></ul><ul><ul><ul><li>Session IDs, Tracking Tags, etc </li></ul></ul></ul><ul><ul><li>Identical Content existing in multiple locations </li></ul></ul><ul><ul><ul><li>Duplicated across multiple hosts (including https) </li></ul></ul></ul><ul><ul><ul><li>Duplicates due to content existing in multiple categories </li></ul></ul></ul><ul><ul><li>Examples of unexpected instances of duplicate content: </li></ul></ul><ul><ul><ul><li>Printer version </li></ul></ul></ul><ul><ul><ul><li>Error pages, “site down for maintenance” pages </li></ul></ul></ul><ul><li>Solutions! </li></ul>
  13. 13. Robots <ul><li>Importance of the robot </li></ul><ul><li>Robots.txt </li></ul><ul><ul><li>Use sparingly </li></ul></ul><ul><ul><li>Ensure accountability of changes </li></ul></ul><ul><ul><li>Robots.txt vs. individual page headers </li></ul></ul><ul><li>Verify robot interaction with sites as part of QA </li></ul><ul><li>Look at robot traffic logs to ensure optimal serving of content / look at Google Webmaster for errors </li></ul><ul><li>Importance of serving bots properly / importance of crawl rate </li></ul><ul><ul><li>Remove inline javascript/css/commented out content </li></ul></ul>
  14. 14. Other Technical Issues <ul><li>Redirection (301 vs. 302) </li></ul><ul><li>Taking sites down </li></ul><ul><ul><li>Serve 503 status code or no response </li></ul></ul><ul><ul><li>Moving datacenters / business decisions </li></ul></ul><ul><li>Being careful </li></ul><ul><li>Not everything will work </li></ul><ul><li>Pay attention - keep paying attention </li></ul>
  15. 15. SEO Tools and Resources <ul><li>Web Developer Toolbar – Allows you to disable CSS, JavaScript, etc to recreate what a bot sees </li></ul><ul><ul><li>http://chrispederick.com/work/web-developer/ </li></ul></ul><ul><li>User Agent Switcher – Allows you to specify your user agent so you can browse as Google/Yahoo </li></ul><ul><ul><li>http://chrispederick.com/work/user-agent-switcher/ </li></ul></ul>

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