<ul><li>VisitMix.com Demo </li></ul><ul><ul><li>Firefox </li></ul></ul><ul><ul><ul><li>http://visitmix.com/2008/default.as...
 
<ul><li>Webmaster Center </li></ul><ul><li>Troubleshooting Tools </li></ul><ul><li>Content Management </li></ul><ul><li>Bu...
Robot stolen from  http://SEOMoz.org , go check them out to really learn about SEO. And they need it by when?!? … and they...
<ul><li>Why you should care about SEO </li></ul><ul><li>How a search engine works (the highlights) </li></ul><ul><li>SEO B...
 
Online Resources:  www.aslistapart.org   www.seomoz.org   www.sitepoint.com
 
<ul><li>Live Search Thinks…. </li></ul><ul><li>What does the REP say? </li></ul><ul><li>Can I download this page? </li></u...
<ul><li>Page Rank Is…. </li></ul><ul><li>Base value of every page in our index </li></ul><ul><li>Primarily based on qualit...
<ul><li>Let me think…. </li></ul><ul><li>Is it spelled right? </li></ul><ul><li>Do they want a navigational link, a questi...
 
<ul><li><h1> My Article Title </h1> </li></ul><ul><li><p> Scientists reported Wednesday… </p> </li></ul><span class=“headi...
<ul><li><a> </li></ul><ul><ul><li>Anchor text really import, try to use something descriptive of the destination, not “mor...
<ul><li>Don’t lock navigation behind JavaScript </li></ul><ul><li>The old advice </li></ul><ul><ul><li>Put JavaScript at t...
 
http://mail.live.com Classification Example SEO Capabilities Best Used for Monolithic Application has 1 URL for the world ...
<ul><li>Watch out for ASP.Net post-backs, engines cannot crawl those URLs </li></ul><ul><li>XHTML compliance in ASP.Net </...
 
<ul><li>Page Scan (new window) </li></ul><ul><ul><li>Use Firebug to browse the source code </li></ul></ul><ul><ul><li>Tags...
<ul><li>Was #1 result on all engines a couple months ago. </li></ul><ul><li>Ranking #3 or #4 on page (under scott guthrie)...
Query term:  mix08 Desired URL:  http://visitmix.com/2008
Google Yahoo Live Search Ranking Good Bad Bad Title Okay Okay Okay Description Bad Bad Bad URL Good Bad Bad
 
 
 
 
 
http://store3.com/product.aspx?id=MB147L&SessionId=2344&RegionCode=en-US&format=rich&cat=3   http://store2.com/Microsoft_Z...
<ul><li>200 OK </li></ul>W3 standard for HTTP Status Codes <ul><li>304 Not Modified </li></ul><ul><li>404 Gone </li></ul><...
<ul><li>Open  Yahoo Site Explorer  and show the different counts </li></ul><ul><ul><li>www.visitmix.com </li></ul></ul><ul...
<ul><li>What’s the difference? </li></ul><ul><li>www.visitmix.com </li></ul><ul><li>visitmix.com </li></ul><ul><li>visitmi...
 
<ul><li>URL Rewriting in ASP.Net </li></ul><ul><ul><li>Implementation whitepaper </li></ul></ul><ul><ul><li>Work around fo...
<script> protected void Page_Load(object sender, EventArgs e)  {     Response.Status = &quot;301 Moved Permanently&quot; ;...
<ul><li>protected void Application_BeginRequest(Object sender, EventArgs e)  </li></ul><ul><li>{  </li></ul><ul><ul><li>if...
<ul><li>Click here for a whitepaper </li></ul>
 
 
amazon.com/books-used-books-textbooks/b/ref=sd_al amazon.com/b/ref=amb_link_5269162_50/105-46793 amazon.com/Streetwise-Par...
<ul><li>Recommendations: </li></ul><ul><li>Use regional domains when possible (.co.uk, .jp. .cn …) </li></ul><ul><li>Use a...
 
<ul><li>On-page Optimization </li></ul><ul><ul><li>Internet Explorer and… </li></ul></ul><ul><ul><ul><li>Fiddler </li></ul...
<ul><li>http://webmaster.live.com </li></ul><ul><ul><li>One stop shop for all resources and information about MSFT SEO </l...
 
© 2008 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be...
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Advanced SEO for Developers (Mix08)

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Come learn how to use search to drive significantly more traffic to your site including the top 10 practices for designing and developing a website.

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Advanced SEO for Developers (Mix08)

  1. 1. <ul><li>VisitMix.com Demo </li></ul><ul><ul><li>Firefox </li></ul></ul><ul><ul><ul><li>http://visitmix.com/2008/default.aspx </li></ul></ul></ul><ul><ul><li>IE </li></ul></ul><ul><ul><ul><li>https://siteexplorer.search.yahoo.com/advsearch?ei=UTF-8&p=http%3A%2F%2Fvisitmix.com%2F2008%2Findex.html&searchbwm=Explore+URL </li></ul></ul></ul><ul><ul><ul><li>https://siteexplorer.search.yahoo.com/advsearch?ei=UTF-8&p=http%3A%2F%2Fvisitmix.com%2F2008%2Fdefault.aspx&searchbwm=Explore+URL </li></ul></ul></ul>
  2. 3. <ul><li>Webmaster Center </li></ul><ul><li>Troubleshooting Tools </li></ul><ul><li>Content Management </li></ul><ul><li>Business Intelligence </li></ul><ul><li>Feedback & Support </li></ul>
  3. 4. Robot stolen from http://SEOMoz.org , go check them out to really learn about SEO. And they need it by when?!? … and they need more tools, and data and technical info, and 302s…
  4. 5. <ul><li>Why you should care about SEO </li></ul><ul><li>How a search engine works (the highlights) </li></ul><ul><li>SEO Best Practices </li></ul><ul><li>Site Review </li></ul>
  5. 7.
  6. 8. Online Resources: www.aslistapart.org www.seomoz.org www.sitepoint.com
  7. 10. <ul><li>Live Search Thinks…. </li></ul><ul><li>What does the REP say? </li></ul><ul><li>Can I download this page? </li></ul><ul><li>Can I process this page? </li></ul><ul><li>What is this page about? </li></ul><ul><li>What are all the links? </li></ul><ul><li>How does this compare to past versions? </li></ul><ul><li>How does this compare to related URLs? </li></ul><ul><li>Does anything look abnormal? (title, h1, text, links) </li></ul><ul><li>Maybe I’ll save a copy of all pieces of the page </li></ul>
  8. 11. <ul><li>Page Rank Is…. </li></ul><ul><li>Base value of every page in our index </li></ul><ul><li>Primarily based on quality and relevancy of inbound links </li></ul><ul><li>AND quality of content on your page </li></ul><ul><li>Computed for each URL </li></ul><ul><li>Computed for each FQDN </li></ul><ul><li>Computed periodically </li></ul>High quality link Low quality link Link with penalty
  9. 12. <ul><li>Let me think…. </li></ul><ul><li>Is it spelled right? </li></ul><ul><li>Do they want a navigational link, a question answered, a video, some websites or maybe an advertisement? </li></ul><ul><li>What content can best fulfill their need? </li></ul><ul><li>How should I order those results? </li></ul>
  10. 14. <ul><li><h1> My Article Title </h1> </li></ul><ul><li><p> Scientists reported Wednesday… </p> </li></ul><span class=“heading1”> My Article Title </span> <p> Scientists reported Wednesday… </p>
  11. 15. <ul><li><a> </li></ul><ul><ul><li>Anchor text really import, try to use something descriptive of the destination, not “more info” or “click here” </li></ul></ul><ul><li><h1> </li></ul><ul><ul><li>Did you know there is only 1 per page? This signifies the most important topic on the page. </li></ul></ul><ul><li><title> </li></ul><ul><ul><li>You must include a descriptive title. Use relevant keywords in front, and brand names on the end. (e.g. “My product name – Company Name”) </li></ul></ul><ul><li><meta> </li></ul><ul><ul><li>Description tag is a must; make it short & sweet and unique to the page. You don’t need a keyword tag. </li></ul></ul><ul><li><frame> </li></ul><ul><ul><li>If you use them, other web devs will mock you… are you prepared for that type of ridicule? </li></ul></ul><ul><li><table> </li></ul><ul><ul><li>Generally used for displaying tabular data, use sparingly for formatting </li></ul></ul>
  12. 16. <ul><li>Don’t lock navigation behind JavaScript </li></ul><ul><li>The old advice </li></ul><ul><ul><li>Put JavaScript at the bottom of the page or in *.js file, so it doesn’t block real content. </li></ul></ul><ul><ul><li>Use CSS, and host externally (*.css) </li></ul></ul><ul><li>The new advice </li></ul><ul><ul><li>Still best practices for usability, but not required for search </li></ul></ul>
  13. 18. http://mail.live.com Classification Example SEO Capabilities Best Used for Monolithic Application has 1 URL for the world to see, and is a black box beyond that. Like hosting a rich application online. Entry point indexed <ul><li>Email </li></ul><ul><li>Configuration/ Admin Tools </li></ul>Linkable Application is a black box, but there are multiple URL entry-points for collaboration. Full site indexed <ul><li>Metrics/ reporting </li></ul><ul><li>Document Editors </li></ul>Crawlable Application is a small black box meant to spice up a content rich page. Full site indexed and well ranked <ul><li>E-commerce </li></ul><ul><li>Content Sites </li></ul><ul><li>Gadget/ Widget </li></ul>http://finance.yahoo.com http://giffy.com
  14. 19. <ul><li>Watch out for ASP.Net post-backs, engines cannot crawl those URLs </li></ul><ul><li>XHTML compliance in ASP.Net </li></ul><ul><ul><li>Whitepaper </li></ul></ul><ul><ul><li>XHTML Compatibility Pack </li></ul></ul><ul><li>How to optimize Silverlight for search </li></ul>
  15. 21. <ul><li>Page Scan (new window) </li></ul><ul><ul><li>Use Firebug to browse the source code </li></ul></ul><ul><ul><li>Tags: No description tag? Top most content not most relevant. </li></ul></ul><ul><ul><li>Inlined CSS? </li></ul></ul><ul><ul><li>Inlined JavaScript? </li></ul></ul><ul><ul><li>JavaScripted URLs? </li></ul></ul><ul><li>JavaScript & CSS (new window) </li></ul><ul><ul><li>Turn off CSS – now we can see where the description’s coming from </li></ul></ul><ul><ul><li>Turn off JavaScript </li></ul></ul><ul><ul><li>Using a JavaScript redirect from /2008/index.html  /2008/default.aspx </li></ul></ul><ul><li>Backlinks (new window) </li></ul><ul><ul><li>Yahoo site explorer, show URLs for /2008/index.html, /2008/default.aspx, </li></ul></ul><ul><ul><li>Rank divided by 3 urls, diminishing the value in Live Search’s eyes. </li></ul></ul>
  16. 22. <ul><li>Was #1 result on all engines a couple months ago. </li></ul><ul><li>Ranking #3 or #4 on page (under scott guthrie) </li></ul>
  17. 23. Query term: mix08 Desired URL: http://visitmix.com/2008
  18. 24. Google Yahoo Live Search Ranking Good Bad Bad Title Okay Okay Okay Description Bad Bad Bad URL Good Bad Bad
  19. 30. http://store3.com/product.aspx?id=MB147L&SessionId=2344&RegionCode=en-US&format=rich&cat=3 http://store2.com/Microsoft_Zune_80_G2_Black/dp/B000J01IPI http://store1.com/Microsoft-Zune-80-G2-Black/dp/B000JO1IPI/ <ul><li>store1.com </li></ul><ul><li>microsoft </li></ul><ul><li>80 </li></ul><ul><li>zune </li></ul><ul><li>G2 </li></ul><ul><li>dp </li></ul><ul><li>b00j01ipi </li></ul><ul><li>store2.com </li></ul><ul><li>Microsoft_Zune_80_G2_Black </li></ul><ul><li>dp </li></ul><ul><li>b00j01ipi </li></ul><ul><li>store3.com </li></ul><ul><li>product.aspx </li></ul><ul><li>id=MB147L </li></ul><ul><li>SessionId=2344 </li></ul><ul><li>RegionCode=en-US </li></ul><ul><li>format=rich </li></ul><ul><li>cat=3 </li></ul>
  20. 31. <ul><li>200 OK </li></ul>W3 standard for HTTP Status Codes <ul><li>304 Not Modified </li></ul><ul><li>404 Gone </li></ul><ul><li>301 Moved Permanently </li></ul><ul><li>302 Moved Temporarily </li></ul>
  21. 32. <ul><li>Open Yahoo Site Explorer and show the different counts </li></ul><ul><ul><li>www.visitmix.com </li></ul></ul><ul><ul><li>visitmix.com </li></ul></ul><ul><ul><li>visitmix.com/default.aspx </li></ul></ul>
  22. 33. <ul><li>What’s the difference? </li></ul><ul><li>www.visitmix.com </li></ul><ul><li>visitmix.com </li></ul><ul><li>visitmix.com/default.aspx </li></ul>Detailed article on the issue from Matt Cutts <ul><li>Recommendation </li></ul><ul><li>Choose one option and stick with it </li></ul><ul><li>301 to your preferred option </li></ul>
  23. 35. <ul><li>URL Rewriting in ASP.Net </li></ul><ul><ul><li>Implementation whitepaper </li></ul></ul><ul><ul><li>Work around for 404 error pages </li></ul></ul><ul><li>Implementing Redirects in ASP.Net </li></ul><ul><li>Implementing Redirects in IIS </li></ul><ul><li>ASP.Net URL session state management </li></ul>
  24. 36. <script> protected void Page_Load(object sender, EventArgs e) {    Response.Status = &quot;301 Moved Permanently&quot; ;    Response.AddHeader(&quot;Location&quot;, &quot;http://mysite.com/new-URL&quot;); } </script> Include in any *.aspx file… (you don’t need a code behind file)
  25. 37. <ul><li>protected void Application_BeginRequest(Object sender, EventArgs e) </li></ul><ul><li>{ </li></ul><ul><ul><li>if (HttpContext.Current.Request.Url.ToString().ToLower().Contains( </li></ul></ul><ul><ul><li>    &quot;http://www.mysite.com&quot;)) </li></ul></ul><ul><ul><li>{ </li></ul></ul><ul><ul><li>    HttpContext.Current.Response.Status = &quot;301 Moved Permanently&quot;; </li></ul></ul><ul><ul><li>    HttpContext.Current.Response.AddHeader(&quot;Location&quot;, </li></ul></ul><ul><ul><li>        Request.Url.ToString().ToLower().Replace( </li></ul></ul><ul><ul><li>            &quot;http://www.mysite.com&quot;, </li></ul></ul><ul><ul><li>            &quot;http://mysite.com&quot;)); </li></ul></ul><ul><ul><li>} </li></ul></ul><ul><li>} </li></ul>Create in your Global.asax file…. More information and examples: http://search.live.com/results.aspx?q=301+redirect+asp.net
  26. 38. <ul><li>Click here for a whitepaper </li></ul>
  27. 41.
  28. 42.
  29. 43. amazon.com/books-used-books-textbooks/b/ref=sd_al amazon.com/b/ref=amb_link_5269162_50/105-46793 amazon.com/Streetwise-Paris-Michael-Brown/dp/0935039252
  30. 44. <ul><li>Recommendations: </li></ul><ul><li>Use regional domains when possible (.co.uk, .jp. .cn …) </li></ul><ul><li>Use a sub-domain, domain, or folder solution if possible (don’t use params or cookies) </li></ul><ul><li>Proper encoding of languages on a page </li></ul><ul><li>Host the server in the geography of the region you’re targeting </li></ul>
  31. 45.
  32. 46.
  33. 48. <ul><li>On-page Optimization </li></ul><ul><ul><li>Internet Explorer and… </li></ul></ul><ul><ul><ul><li>Fiddler </li></ul></ul></ul><ul><ul><ul><li>Developer Toolbar </li></ul></ul></ul><ul><ul><li>Firefox and… </li></ul></ul><ul><ul><ul><li>Firebug , YSlow </li></ul></ul></ul><ul><ul><ul><li>Live HTTP Headers </li></ul></ul></ul><ul><ul><ul><li>Search Status </li></ul></ul></ul><ul><ul><ul><li>Developer Toolbar and Flashblock </li></ul></ul></ul><ul><ul><li>Web-based HTTP Viewer </li></ul></ul><ul><ul><li>Webmaster Tools (Rank, Penalties, HTTP Compression) </li></ul></ul><ul><li>Links </li></ul><ul><ul><li>Yahoo Site Explorer </li></ul></ul><ul><li>Keyword Research </li></ul><ul><ul><li>adCenter Excel Add-in </li></ul></ul>
  34. 49. <ul><li>http://webmaster.live.com </li></ul><ul><ul><li>One stop shop for all resources and information about MSFT SEO </li></ul></ul><ul><li>http://blogs.msdn.com/webmaster </li></ul><ul><ul><li>Come here for news, announcements, and general SEO guidance </li></ul></ul><ul><li>http://forums.microsoft.com/webmaster </li></ul><ul><ul><li>Come here for support for your questions </li></ul></ul><ul><ul><li>Use feedback tool for private questions </li></ul></ul><ul><ul><ul><li>Be sure to include a detailed description of the issue and a URL </li></ul></ul></ul><ul><li>The Tools </li></ul><ul><ul><li>Am I being Crawled? </li></ul></ul><ul><ul><li>Do I have any penalties? </li></ul></ul><ul><ul><li>What are my backlinks? </li></ul></ul><ul><ul><li>Much more to come this spring </li></ul></ul>
  35. 51. © 2008 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

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