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10 Basic SEO Techniques Website Designers & Developers Should Know

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10 Basic SEO Techniques Website Designers & Developers Should Know

  1. 1. 10 SEO Tips Web Developers & Designers Should Know Daniel Bianchini Senior SEO Consultant @danielbianchini
  2. 2. Site Architecture
  3. 3. <ul><li>Keep website as flat as possible. </li></ul><ul><li>Keep ALL content within a maximum of 4 clicks from the homepage. </li></ul><ul><li>Ensure cross linking between pages. </li></ul><ul><li>Benefits </li></ul><ul><li>Improved indexing </li></ul><ul><li>Improved Page & Domain Authority (PageRank) </li></ul><ul><li>Improves long tail keywords and phrases. </li></ul>Site Architecture http://twitter.com/ danielbianchini
  4. 4. URLs, Files & Folder Naming Conventions
  5. 5. <ul><li>URLs </li></ul><ul><li>Keyword rich. </li></ul><ul><li>Static. </li></ul><ul><li>Remove file extension. </li></ul><ul><li>Hyphen not underscore. </li></ul><ul><li>Lowercase. </li></ul><ul><li>URL length. </li></ul><ul><li>Bad URL: www.example.com/index.php?category=2&page=tents&sortBy=price </li></ul><ul><li>Good URL: www.example.com/camping/tents/ </li></ul>URL Structure http://twitter.com/ danielbianchini
  6. 6. <ul><li>Files & Folders </li></ul><ul><li>Keyword Rich. </li></ul><ul><li>Relevant. </li></ul><ul><li>Concise. </li></ul><ul><li>Images </li></ul><ul><li>Descriptive filenames. </li></ul><ul><li>Keyword rich filenames. </li></ul><ul><li>JPEG or PNG. </li></ul><ul><li>Well optimised Images can help improve visibility within the Image Search results. </li></ul>Files, Image & Folder Naming Conventions http://twitter.com/ danielbianchini
  7. 7. Semantic HTML
  8. 8. <ul><li>Using W3C compliant code is not an SEO must have, but validated code makes crawling the site easier. HTML tags & attributes you should have. </li></ul><ul><li><title> - Essential. </li></ul><ul><li><Meta Description> - CTR, limited SEO benefit. </li></ul><ul><li><h1 > - 1 Per Page, primary keywords. </li></ul><ul><li><h2> - Secondary keywords. </li></ul><ul><li><a title=“”> <img alt=“”> - Descriptive & keyword rich. </li></ul><ul><li>Use CSS for Layout. </li></ul><ul><li>Remove ALL CSS & JS to minimise number of external files. </li></ul>Semantic HTML http://twitter.com/ danielbianchini
  9. 9. Duplicate Content
  10. 10. <ul><li>URL Parameters </li></ul><ul><li>www.example.com/jackets.html?colour=red </li></ul><ul><li>Printer friendly pages </li></ul><ul><li>www.example.com/print/jackets.html </li></ul><ul><li>Session IDs </li></ul><ul><li>www.example.com/jackets.html?sid=123 </li></ul><ul><li>Solutions </li></ul><ul><ul><li>301 redirects. </li></ul></ul><ul><ul><li>Rel=“canonical”. </li></ul></ul><ul><ul><li>Parameter handling in GWT. </li></ul></ul>Duplicate Content Issues http://twitter.com/ danielbianchini
  11. 11. <ul><li>Decide on www. Vs non-www ; make sure one is 301 redirected to the other: </li></ul><ul><li>oxondigital.co.uk  www.oxondigital.co.uk </li></ul><ul><li>www.oxondigital.co.uk  oxondigital.co.uk </li></ul><ul><li>Canonicalise URLs by removing file extension. </li></ul><ul><li>www.oxondigital.co.uk/index.html --> www.oxondigital.co.uk </li></ul><ul><li>www.oxondigital.co.uk/events.html --> www.oxondigital.co.uk/events </li></ul><ul><li>Link to canonicalised URL throughout the website. </li></ul>Canonical Issues http://twitter.com/ danielbianchini
  12. 12. <ul><li>Rel=“canonical” </li></ul><ul><li><link rel=&quot;canonical&quot; href=&quot;http://www.example.com/jackets/&quot; /> </li></ul><ul><li><meta name=“robots” content=“index, nofollow”> </li></ul><ul><ul><li>Index page, don’t follow the links. </li></ul></ul><ul><li><meta name=“robots” content=“noindex, follow”> </li></ul><ul><ul><li>Don’t index the page, follow the links. </li></ul></ul><ul><ul><li>To remove duplicate content but allow the search engine to follow the links. </li></ul></ul><ul><li><meta name=“robots” content=“noindex, nofollow”> </li></ul><ul><ul><li>Don’t index, don’t follow links. </li></ul></ul><ul><ul><li>Used for print pages. </li></ul></ul>Meta Directives http://twitter.com/ danielbianchini
  13. 13. HTTP Status Code
  14. 14. <ul><li>301 Redirects - permanent redirect. </li></ul><ul><li>Use for everything – expired pages, deleted content, canonicalised URLs, etc. </li></ul><ul><li>90% SEO benefit passed. </li></ul><ul><li>302 Redirects - temporary redirect. </li></ul><ul><li>No SEO benefit passed. </li></ul><ul><li>404 Page – error page. </li></ul><ul><li>Always use 404 pages for errors & not standard website pages. </li></ul><ul><li>Do not automatically 302 redirect an error page to homepage. </li></ul><ul><li>Customise the 404 page to make it user friendly. </li></ul>HTTP Status http://twitter.com/ danielbianchini
  15. 15. Sitemaps
  16. 16. <ul><li>Benefits </li></ul><ul><li>Helps improve site indexation & speed of indexing. </li></ul><ul><li>Webmaster controls the pages in the sitemap. </li></ul><ul><li>XML Sitemap </li></ul><ul><li>50,000 URLs. </li></ul><ul><li>Use sitemap Index for large websites. </li></ul><ul><li>HTML Sitemap </li></ul><ul><li>100 links per page. </li></ul><ul><ul><li>+100 links split by category – e.g. ecommerce. </li></ul></ul><ul><li>Link from every page to help speed up indexation. </li></ul>Sitemaps http://twitter.com/ danielbianchini
  17. 17. <ul><li>Do not embed content in images. </li></ul><ul><li>Do not make core pages image based. </li></ul><ul><li>Provide room for HTML text on every page. </li></ul><ul><ul><li>Minimum of 350 words per page. </li></ul></ul><ul><li>Allow ability to create landing pages. </li></ul><ul><li>Provide UGC ability. </li></ul><ul><ul><li>Customer Reviews. </li></ul></ul><ul><ul><li>Forums. </li></ul></ul>Content http://twitter.com/ danielbianchini
  18. 18. <ul><li>Daniel Bianchini </li></ul><ul><li>http://www.oxondigital.co.uk </li></ul><ul><li>http://twitter.com/danielbianchini </li></ul><ul><li>http://twitter.com/oxondigital </li></ul>Thank You
  19. 19. <ul><li>HTML & H Tags - http://www.demonslounge.com/wp-content/uploads/2010/12/matrix_17.jpg </li></ul><ul><li>Site Architecture - http://christine.americasfoundation.net/construction/West%20Elevation%20Colegio%20La%20Esperanza%20High%20School.jpg </li></ul><ul><li>File & Folder Names - http://drdeclutterblog.com/wp-content/uploads/2009/05/pile-of-folders-proj-1.JPG </li></ul><ul><li>Duplicate Content - http://www.flickr.com/photos/emilley/3796489073/ </li></ul><ul><li>Content - http://brogdencastle.files.wordpress.com/2010/08/king_john-11.jpg </li></ul>Image Credits

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