Dynamic Website Optimisation - SEO Beyond the Basics


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From the (early) SEOgadget archives! This was Richard's first conference presentation as "Richard from SEOgadget"...

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  • Introduction
  • Richard Baxter – UK SEO Manager at Cheapflights.co.uk
  • Dynamic Website Optimisation - SEO Beyond the Basics

    1. 1. Dynamic Websites: Beyond the Basics SES London 2009 Richard Baxter SEOgadget.co.uk
    2. 2. About In house - UK SEO Manager at Cheapflights.co.uk SEOgadget.co.uk
    3. 3. Dynamic site challenges Technical SEO – A look at some common SEO accessibility issues in large dynamic site SEO Organisational SEO – Make a large website succeed with the right SEO team SEOgadget.co.uk
    4. 4. Organise your team Define a strategy Record / document your changes Write specifications for SEO ORGANISATION SEOgadget.co.uk
    5. 5. Organise your team Build an SEO team in-house – – – – Onsite technical Onsite content Offsite SEO Metrics / Analytics / Reporting SEO Manager Offsite SEO / Links team SEOgadget.co.uk Onsite / Technical SEO team Analytics / Reporting Onsite content SEO
    6. 6. Define a strategy Q1 Q2 Q3 Q4 Onsite technical SEO Onsite content SEO Project title Project title Project title Project title Project title Project title Project title Project title Offsite SEO Project title Project title Project title Project title KPI’s / Metrics / Analysis SEOgadget.co.uk Define success metrics eg: X% increase in site visibility Site traffic growth Revenue
    7. 7. Record your changes Produce an SEO Timeline – Important when reviewing the impact of your work / justifying new spend – Record every initiative / tweak idea you find – Score development effort vs. likely traffic impact – Measure the impact of everything you implement, including date, change in ranking, increase in traffic by keyword – “SEO Timeline” SEOgadget.co.uk
    8. 8. Write Specifications for SEO New web developments won’t self optimise Get on the “project sign off” list Categorise your specifications: On page (header strategy, page templates) Back end (supporting SEO tools, meta manager etc) Server (canonical redirects, response headers) Reference your tools and recommend books! SEOgadget.co.uk
    9. 9. Reporting / Metrics Keyword research mashups – – – – – Google keyword tool data Current ranking Entries vs Exits by keyword (revenue) Identify Seasonality Identify search categories and subtypes Link analysis – – – – – – Anchor text distribution Have we lost a link? Competitor link activity What terms are they targeting via their anchor text? Link realignment opportunities – really important! Try SEOmoz Linkscape and Advanced Link Manager SEOgadget.co.uk
    10. 10. Pagination Duplicate content How to fix duplicate content with internal links, onclick and noindex Recession proofing – handling product pages and vacancies TECHNICAL SEO SEOgadget.co.uk
    11. 11. Case study - Pagination Product page: Cameras H1 Unique text Paginated links... – http://www.outdoorpros.com/Cat/Cameras/1241/List SEOgadget.co.uk
    12. 12. Case study - Pagination Product page: Cameras Same H1 Not so unique text – http://www.outdoorpros.com/Cat/Cameras/1241/List?first_answer=13 SEOgadget.co.uk
    13. 13. Diagnose duplicate content site:www.outdoorpros.com site:www.outdoorpros.com inurl:first_answer Case study: http://zi.ma/278965 SEOgadget.co.uk
    14. 14. Fix duplicate content Make sure your internal links are consistent • Sitemaps, content and navigational links all lower case • 301 redirect your www – decide which way and stick to it • 301 your trailing slash in or out and stick to it Hide analytics and tracking with onclick Noindex,follow your paginated pages SEOgadget.co.uk
    15. 15. Rel=“canonical” Add this <link> tag to specify your preferred version: <link rel="canonical" href="http://www.example.com/product.php?i tem=swedish-fish" /> Helps to solve this problem: http://www.cheapflights.co.uk/book-flightsonline/?source=goCheapflightsContOff_TopKeywordExact&srckeyword=cheap+flights&srctype=sea rch SEOgadget.co.uk
    16. 16. Recession proofing: Long tail Handle your product pages nicely Pages respond with a 200 server header, no content on page, <title> and meta description are gone SEOgadget.co.uk
    17. 17. Recession proofing: Long tail Keep your pages alive, but make the user experience valuable The vacancy’s been placed, but we’ve got plenty of others! SEOgadget.co.uk
    18. 18. A Few Useful Tools Web Link Validator - http://zi.ma/89e682 Google webmaster tools Web developer toolbar - Advanced Link Manager - http://zi.ma/4797da Snagit for screen captures! Live http headers for Firefox - http://zi.ma/9a6d31 SEOgadget.co.uk