SEO for developers


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Talk about the technical side of SEO with best (and worst) practices for optimizing your webpage both for visitors and searchbots.

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SEO for developers

  1. 1. SEO for developers javier ramírez
  2. 2. traditional SEO 1. You don't ask questions. 2. You don't ask questions. 3. No excuses. 4. No lies. 5. You have to trust Tyler. “the rules of project mayhem”, Fight Club, by Chuck Palahniuk
  3. 3. SEO for developers “Dating is never easy for engineers. A normal person will employ various indirect and duplicitous methods to create a false impression of attractiveness. Engineers are incapable of placing appearance above function. For society, it’s probably a good thing that engineers value function over appearance. For example, you wouldn’t want engineers to build nuclear power plants that only look like they would keep all the radiation inside. “ “dating and social life”, The Dilbert Principle, by Scott Adams
  4. 4. google-centric presentation Most search standards come from or are early adopted by google Google talks a lot about the internals, the best and the worst practices Google provides excellent tools for webmasters
  5. 5. optimize for the people! Even though this guide's title contains the words "search engine", we'd like to say that you should base your optimization decisions first and foremost on what's best for the visitors of your site. They're the main consumers of your content and are using search engines to find your work. Focusing too hard on specific tweaks to gain ranking in the organic results of search engines may not deliver the desired results. Search engine optimization is about putting your site's best foot forward when it comes to visibility in search engines.
  6. 6. life of a google quer y
  7. 7. two main goals to be relevant (content match) to be important (originality, reputation)
  8. 8. pagerank flow
  9. 9. trial and error first impressions count (google son los padres) even google makes SEO mistakes
  10. 10. browsing results
  11. 11. content - basics Valid HTML Encoding matches the declared encoding Language matches the declared language Good title, description, <h1>, text and links
  12. 12. content - title ● Take advantage of the title space given (60) ● Accurately describe the page (and product) to search engines and users ● Take advantage of your brand name ● Include words that users would likely search for to find the product
  13. 13. content - description ● Take advantage of the space given (2 lines) ●Accurately describe the page to search engines and users (doesn't affect ranking) ● Include words that users would likely search for to find the product ● Open directory (NOODP meta tag)
  14. 14. good title , bad description
  15. 15. good title – only for Spain
  16. 16. content myth exposed keywords are irrelevant
  17. 17. content – semantic html Each different page should have a different <h1> Sensible <h2> and <h3> <bold> is (somehow) relevant. Use CSS instead Every image should have a good “alt”, not a full sentence, but a concise phrase
  18. 18. content – good copy original content write with real words, for real people, use sentences and synonyms content related to title, description, headers... keyword density (
  19. 19. content – bad practices hiding text (with styles, colors, sizes...) different versions for robots and humans use sentence variations or misspellings to get more matches use “artificial” headings (empty sections or unrelated content) 100 K limit for indexing
  20. 20. layout – URLs Attractive URLs are potential keywords matches Use “-” as separator. Word order is irrelevant Params are OK. Sometimes they are even better Subdirectories are faster than subdomains Users can (and will) manipulate URLs maxilofacial
  21. 21. layout – directories Clear hierarchical structures allow for easier navigation for both users and robots Hierarchical structures are candidates for breadcrumbs and sitelinks on search snippets Try to avoid complex/deep nesting Having a consistent directory for images and other static content makes them easier to discover and index
  22. 22. layout - sitelinks
  23. 23. layout - breadcrumbs
  24. 24. layout – links Good anchors in links. Use concise relevant phrases (hint: “see more” is not a good one) Links order in page is irrelevant Try not to get more than 100 links per page
  25. 25. reputation – duplicate URLs Identify canonical URL. Trailing / is significant. <> Use 301 when possible (302 doesn't pass rep.) Keep all links consistent, particularly the logo link Use the params options in Google Webmaster Tools
  26. 26. reputation – duplicate content Original content throughout the site. Similar pages can be taken as duplicate Title and description must be unique Different versions in different languages are not duplicates
  27. 27. reputation – nofollow The general recommendation is not using nofollow for pagerank sculpting and let the Pagerank flow. Nofollow is OK when linking to user submitted content (like comments in a blog)
  28. 28. indexing – robots.txt By default everything is indexable. Use robots.txt to protect URLs Avoid disallowing on sites with a 301 If we cannot control the root directory, use the metas “noindex”, “nofollow” instead
  29. 29. indexing - robots.txt fail
  30. 30. indexing – sitemaps Help crawlers discover all your URLs. Combine with nofollow for pagination links Up to 55000 URLs per file. Can use several files. Cache sitemaps to avoid overloading your site There are special sitemaps for video, news, mobile webs, and code
  31. 31. indexing – other contents Real time web/feeds PDF, Word, Excel, ODT, images, videos Flash Javascript Forms Ajax
  32. 32. rich snippets - microformats events reviews people videos business products
  33. 33. microformats - reviews
  34. 34. Microformats – people , video
  35. 35. rich snippets - others Anchors may appear as subpages Local Business center improves geosearch Google Base/Merchant Center/Checkout
  36. 36. rich snippets - anchors
  37. 37. rich snippets – local business center and events microformat
  38. 38. http headers regular pages should return 200 not found pages should return 404 error pages should return 500 maintenance/overload pages should return 503 temporary redirections should return 302 permanent redirections should return 301
  39. 39. st submit your site (1 time)
  40. 40. monitoring webmaster tools analytics website optimizer
  41. 41. webmaster tools over view sitemaps, sitelinks, querystring params ● preferred domain, geotargetting ● keywords, top searchs ● internal and external links ● crawling stats, status and html suggestions ● speed stats ● fetch as google bot and malware detection ●
  42. 42. useful resources (google them) Google's SEO Starter Guide - How to get started with search engine optimization Google Webmaster Central Blog - Frequent posts on how to improve your site with optimizations and tools Google Webmaster Help Center - Technical recommendations and guidelines for webmasters Matt Cutts' blog Search Engine Land blog
  43. 43. ¡ gracias!
  44. 44. SEO for developers javier ramírez