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Developer Grade SEO - part II

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This is an expanded and revised version of my previous Developer Grade SEO presentation.

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Developer Grade SEO - part II

  1. 1. Developer Grade SEO<br />Phil Buckley<br />Twitter: @1918<br />
  2. 2. <presentation><br /><meta name="author" content= "Phil Buckley" /><br /><meta name= "description" content= "Developer Grade SEO" /><br /><meta name= "keywords" content= "web development, SEO, canonicalization, .htaccess, validation, html5, clean code, ajax, Google, semantic markup" /><br />
  3. 3.
  4. 4. Is this you?<br />
  5. 5. Mind map of the SEO process<br />
  6. 6. Why can’t we all just get along<br />
  7. 7. Start at the beginning<br />What is the purpose of the site?<br />If you can’t answer this question – hit the STOP button!<br />
  8. 8. Oh no you didn’t!<br /><meta name=“robots" content=“noindex"><br />User-agent: * <br />Disallow: /<br />Make sure you didn’t do something really simple, yet tragic<br />
  9. 9. Canonicalization<br />wwwvs.non-www<br /><link rel="canonical" href=" http://www.1918.com/free-seo-classes-in-raleigh/" /><br />
  10. 10. .htaccess<br /># universal www canonicalization<br /># remove www prefix for all urls<br />RewriteEngine On<br />RewriteBase / <br />RewriteCond %{HTTP_HOST} !^1918.com$ [NC] <br />RewriteRule ^(.*)$ http://1918.com/$1 [R=301,L]<br />
  11. 11. Step 1. Validation<br />
  12. 12.
  13. 13. What is the current standard?<br />XHTML 1.1 became a W3C Recommendation on May 31, 2001.<br />CSS 2 became a W3C Recommendation on June 7, 2011.<br /><?xml version="1.0" encoding="UTF-8"?> <br /><!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.1//EN" "http://www.w3.org/TR/xhtml11/DTD/xhtml11.dtd"> <br /><html version="-//W3C//DTD XHTML 1.1//EN" <br />xmlns="http://www.w3.org/1999/xhtml" xml:lang="en" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.w3.org/1999/xhtml<br /> http://www.w3.org/MarkUp/SCHEMA/xhtml11.xsd" > <br /><head> <br /> <title>Virtual Library</title><br /> </head> <br /><body> <br /> <p>Content is <a href="http://example.org/">good</a>.</p> <br /></body> <br /></html><br />
  14. 14. What about HTML5?<br />
  15. 15. Keep your code clean<br /><!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Strict//EN" "DTD/xhtml1-strict.dtd"><br />Do you see why this is WRONG?<br />
  16. 16. Elementary Don’ts<br /><a href=“foo.html”>click here</a><br /><imgsrc=“bar.jpg” alt=“” /><br /><title>home</title><br />Missed opportunity<br />Unforgivable<br />Missed opportunity<br />
  17. 17. Divitis<br />
  18. 18. Cured<br />
  19. 19. Do you style your markup this beautifully?<br />What is a search signal?<br />
  20. 20. Do you love the unix command prompt?<br />
  21. 21. How to think like a robot<br />
  22. 22. What about my awesome web 2.0 ajaxiness?<br />
  23. 23. How are you writing your ajax?<br /><a href=“#”>Click Me</a><br /><a href=“javascript:someFunction(‘somepage.html#parameter=1’)”><br />
  24. 24. The Hijax Approach<br />No javascript? You get this<br /><a href=“somepage.html?parameter=1”onclick=“someFunction(‘somepage.html#parameter=1’); return false”><br />Got javascript? You get this<br />This doesn’t work if you are trying to serve dynamic content<br />
  25. 25. How Google wants you to write your ajax<br />They want AJAX content crawlable without executing JavaScript<br /><a href=“http://example.com/page?query#!state”><br />Special Hash Fragment<br />http://example.com/page?query&_escaped_fragment_=state<br />
  26. 26. RDFa, Rich Snippets, Microdata & other delights<br /><div itemscopeitemtype="http://data-vocabulary.org/Person"> My name is <span itemprop="name">Bob Smith</span> but people call me <span itemprop="nickname">Smithy</span>. Here is my home page: <a href="http://www.example.com" itemprop="url">www.example.com</a> I live in Albuquerque, NM and work as an <span itemprop="title">engineer</span> at <span itemprop="affiliation">ACME Corp</span>. </div><br />
  27. 27. The Semantic Web is a "web of data" that facilitates machines to understand the semantics, or meaning, of information on the World Wide Web. <br />It extends the network of hyperlinked human-readable web pages by inserting machine-readable metadata about pages and how they are related to each other, enabling automated agents to access the Web more intelligently and perform tasks on behalf of users.<br />
  28. 28. What is Semantic Markup, or Meta-Data?<br />Meta-data can be a difficult concept to grasp. So for example, here is some regular data:<br />(+1)212 867 5309<br />Of course, most of us will guess correctly that this as a telephone number, but computer systems have no way of knowing that. They see it as a string of numbers – it could be anything! <br />So that’s where meta-data comes in.<br /><span class=”telephone”>(+1)212 867 5309</span><br />
  29. 29.
  30. 30.
  31. 31.
  32. 32. Wait, didn’t Google say something else a few years ago?<br />
  33. 33. Opportunity to build it right into the template<br />
  34. 34. Elementary Do’s<br />Author meta<br />Published date meta<br />Taken from Danny Sullivan’s Daggle.com blog site<br />
  35. 35. Meta data can make a big impact in search results<br />Taken from a Google search for Danny Sullivan<br />
  36. 36. How SEO’s and Developers will be in the future<br />
  37. 37. F.A.Q.<br />Do I have to do this stuff to rank well?<br />No.<br />Would my time be better spent doing other SEO tasks?<br />Possibly.<br />If I ask my development team to do this they’ll punch me in the face!<br />Possibly. <br />
  38. 38. </presentation><br /><thankyou><br />Phil Buckley<br />1918<br />phil@1918.com<br /></thankyou><br />

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