Confoo Montreal : SEO for dynamic websites

TECHNICAL SEO FOR DYNAMIC WEBSITES ,[object Object]

SEO FOR DYNAMIC WEBSITES ,[object Object],[object Object],[object Object],[object Object],[object Object]

SEO for Dynamic Sites ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

THE SEO OPPORTUNITY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

THE SEO OPPORTUNITY ,[object Object],Americans spend 138 million hours a month searching. – AdAge, Aug. 2010

THE SEO OPPORTUNITY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source : IAB 2010 & Comscore 2009.

FORECAST : US INTERACTIVE SPEND FROM 2009 – 2014 ,[object Object],Source : Forrester’s Interactive Advertising Models, 4/09 and 10/08 (US only) .

SEO SEEN AS MOST EFFECTIVE IN GENERATING CONVERSIONS ,[object Object],Most effective digital marketing tools for generating conversations Source: © C opyright FORBES 2009

SEO & PPC ARE THE MOST EFFECTIVE TACTICS WHEN IT COMES TO RESULT ACHIEVEMENT ,[object Object],Results vs. expectations for digital marketing compaigns Source: © C opyright FORBES 2009

SEO FOR DEVELOPERS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SEO “101” ,[object Object],[object Object],[object Object],[object Object],INDEXATION + RELEVANCY + POPULARITY

3 CORE PRINCIPLES OF SEO ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SITE ARCHITECTURE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SITE ARCHITECTURE - CATEGORIES ,[object Object],More than half of all traffic comes through search.

SITE ARCHITECTURE – SILOS ,[object Object],Categories should be defined by keyword themes.

SITE ARCHITECTURE – KEYWORDS ,[object Object],Shorter tail keyword = more competitive  they need more support from the long tail.

KEYWORDS – SHORT vs LONG TAIL ,[object Object],Long tail often has 5-10 times the searches of short tail root keyword – i.e. “laptops” vs “buy HP laptop”

Linkjuice ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],AgendaAgenda Agenda

LINKJUICE - CHEAT SHEET ,[object Object],Tag/Command Indexation Linkjuice Robots.txt (file in root) EG: Disallow: /news/pdf-copies/ Stops pages or directories from appearing in Search Engine indexes Pages ‘blocked’ by robots.txt can still accumulate and pass linkjuice Block what you don’t want indexed: Session IDs / dupe URLs: Disallow: *partner=* Entire directories : Disallow: /news/pdf-copies/ Internal SERPs: Disallow: *car-search-query=* External affiliate links: Disallow: *GO.cgi* If excluded pages have external links, expect 'URL-only' listings: No title, snippet, size or cache. For no listing at all, allow bots & use Meta noindex

LINKJUICE - CHEAT SHEET ,[object Object],Tag/Command Indexation Linkjuice On-Page Meta No-Index (<head> of page) EG: <meta name=“robots” content=“noindex”> Stops the page from appearing in Search Engine indexes entirely. Pages ‘blocked’ by robots.txt can still accumulate and pass linkjuice. You may want to use Meta Noindex if: you can’t alter your robots.txt, or if robots.txt standard is not flexible enough, or if you don’t want URL listings.

LINKJUICE - CHEAT SHEET ,[object Object],Tag/Command Indexation Linkjuice On-Page Meta No-follow (<head> of page) EG: <meta name=“robots” content=“nofollow”> Stops spiders from following the links on the page (which may still get indexed via other links) The pages can still accumulate linkjuice (and rank), but can’t pass it on You may wish to nofollow an entire page like a list of paid sponsors.

LINKJUICE - CHEAT SHEET ,[object Object],Tag/Command Indexation Linkjuice Rel=nofollow (in an <a href> link) EG: <a href=“http://non-trusted-site.com” rel=“nofollow”> Stops spiders from following a specific link. They don’t crawl or discover through nofollow links. Stops Linkjuice from flowing through a specific link. Past controversy on its use within a domain to ‘sculpt PR flow’ and if that is still enforced by Google. For pre-established or efforts already in place, consider switching nofollowed links to javascript links to ensure a similar effect.

LINKJUICE - CHEAT SHEET ,[object Object],Tag/Command Indexation Linkjuice 301 Redirection ( many types of implementation ) EG: redirect /old/page.php /new_page.php [301, permanent] Spiders follow redirect and discover new pages. Search Engines transfer linkjuice from old pages to new pages . If any URLs change, this is the best way to shift linkjuice from old to new. 301s are the only way to transfer linkjuice from one domain to another.

LINKJUICE - CHEAT SHEET ,[object Object],Tag/Command Indexation Linkjuice Canonicalization tag (<head> of page) EG: <canonical = “/proper/product/page.php“> Spiders go to referred page like a 301 redirect . Does not work across domains. Search Engines transfer linkjuice from variation pages to real page . ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

LINKJUICE - CHEAT SHEET ,[object Object],Tag/Command Indexation Linkjuice Javascript Link EG: <div onclick="document.location.href='http://www.domain.com/'"> Google tries to crawl and index if URL is easily to access – in onclick or href If crawlable, Google will try to pass linkjuice ,[object Object],[object Object]

FREE SEO TOOLS #1 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

FREE SEO TOOLS #2 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Free SEO Tools #2 ,[object Object]

DO’S & DONT’S – 101 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source : SEOmoz Search Ranking Factors 2009 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

DO’S & DONT’S – ONSITE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

CANONICALIZATION ISSUES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

ROADBLOCKS 101 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SITE SPEED ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

CONTACT COORDINATES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Confoo Montreal : SEO for dynamic websites

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Confoo Montreal : SEO for dynamic websites