10 Things Web Designers tend to forget when doing SEO


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SMX Stockholm 2012 Speaker Timon Hartung http://www.timonhartung.com/smx-stockholm-2012-speaking/

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10 Things Web Designers tend to forget when doing SEO

  1. 1. 10 Things Web Designers tend to forget when doing SEO by Timon Hartung @ SMX Stockholm 2012source: http://www.communityelf.com/blog/fun/the-3-biggest-social-media-mistakes-and-how-to-avoid-them/attachment/mistake-bridge/ 1
  2. 2. Timon Hartung • CTO at 121WATT.de • Master of Business Informatics • 9 years SEO & online marketing experience • Former Head of Online Marketing at amiando • Consulting cooperations on international SEO • 13 years coding experience Java, PHP, MySQL • Previously spoken at SMX Munich and Social Media Economy Days 2
  3. 3. Use Google Webmaster Toolssource: http://businesswebcoach.com/beating-google-webmaster-tools-into-utter-submission/ 3
  4. 4. Google Webmaster Tools• Setting GWMT up takes 5 minutes!• GMWT gives you a lot of information on how google sees your site• Find 404 pages on your website with external links pointing to it• So use Google Webmaster Tools! Just do it! 4
  5. 5. Good site mapssource: http://www.linetoweb.com/google-xml-sitemap-wordpress-plugin/ 5
  6. 6. Site map•Auto generate a site map! So that it‘s allways up to date•Submit your site map to google in the GWMTs•Check your site map for broken links with Screamingfrog to find and fix the 404 errors•A good clean site map will increase your crawl rate 6
  7. 7. Good site maps increase your crawl rate 7
  8. 8. A good site map and a good website will have most of its content in thesite map indexed if not check the content and why (GWMT) 8
  9. 9. Careful with Robots.txtsource: http://awesome-design.com/stati/seo/seo-optimizacziya-sajta-robotstxt-poobshhaemsya-s-poiskovymi-robotami.html 9
  10. 10. Robots.txt•Check your Robots.txt right now!•You probably don‘t need a robots.txt and it does more harm wrongly configured than having one•Use noindex, follow as a meta tag instead to steer the crawler 10
  11. 11. Robots.txt Robots. What if your developers txt forget to take out the disallow all in the robots.txt from the development server when deploying. When do you notice!? 11
  12. 12. Great website about actors 12
  13. 13. SERPs for this website 13
  14. 14. The robots.txt is blocking all crawler access 14
  15. 15. Speaking URLssource: http://www.briandanielboyd.com/ 15
  16. 16. Speaking URLs http://www.apple.com/ipad/accessories/http://www.washingtonpost.com/business/technology/apple-expecting-ipad-mini-to-sell-big-report-says/2012/10/08/72ea60f4-1144-11e2-be82-c3411b7680a9_story.html http://www.jbl.com/estore/jbl/us/shop/speaker-docks/ cat70007;jsessionid=CDDF2BAD1EEE175356846240358FF160.node3 16
  17. 17. Be careful with AJAX & JSsource: http://www.linetoweb.com/google-xml-sitemap-wordpress-plugin/ 17
  18. 18. Ajax and Javascript•The google crawler might not see content loaded by Javascript and Ajax because it is loaded after the page has been loaded. Normal HTML Ajax can really improve Ajax loaded contentUX but check that you SEO invisible for the crawler content is not loaded via Javascript 18
  19. 19. Ajax and Javascript•To check if your content is seen by the google bot go into GWMT and check your page with the function: „Fetch page as google bot“ 19
  20. 20. Fetch as google bot 20
  21. 21. Site speedsource: http://www.freegreatpicture.com/animal-collection/running-leopard-15978 21
  22. 22. Site speed Source:http://www.strangeloopnetworks.com/assets/images/infographic2.jpg 22
  23. 23. Site speed•Amazon: increased revenue by 1% for every 100 milliseconds load time improvement•AOL: the top 10% in site speed viewed 50% more pages than the bottom 10%•Yahoo: increased traffic by 9% for every 400 milliseconds of load time improvement•Conclusion: Users love fast websites! 23
  24. 24. Site speed Source: http://bit.ly/QWoGmp 24
  25. 25. Site speed - what about google•Site speed is one of the over 200 signals used by google to determine search rankings.•Site speed is NOT the most critical ranking factor•But Remember: Search engines like fast sites that don‘t waste their resources. 25
  26. 26. Site speed - some tips how to optimise•Check your site speed with: tools.pingdom.com 26
  27. 27. Site speed - Analyse your site•Analyse your site with google and yahoo • Google: https://developers.google.com/speed/pagespeed/ • Yahoo: http://developer.yahoo.com/yslow/•Site speed optimisation guideline • Yahoo: http://developer.yahoo.com/performance/rules.html 27
  28. 28. Site speed - Bonus tip• Check your site speed in Google Analytics• Check your site speed in Google Webmaster Tools 28
  29. 29. Schema.org & Rel Authorsource: http://www.theyenvy.us/photo/html5 29
  30. 30. Schema.org = Rich Snippets <div itemscope itemtype="http://schema.org/Movie"> <h1 itemprop="name">Avatar</h1> <span>Director: <span itemprop="director">James Cameron</span></span> <span itemprop="genre">Science fiction</span> <a href="../movies/avatar-theatrical-trailer.html" itemprop="trailer">Trailer</a> </div> 30
  31. 31. More Rich Snippets Events Ratings Check out the schema.org specification and increase your snippet CTRs dramatically 31
  32. 32. Rel=Author Which snippet would you click? 32
  33. 33. Rel=Author• Rel=Author is huge and easy to get.• Rel=Author will dramatically increase you SERP snippet CTRs• How to: • Get a google+ profile • Get circled a lot by others • Link to your domain from your google+ profile • Link to your google+ profile from your domain with ?rel=author • Done! 33
  34. 34. Schema.org and Rel=author•Check your markup with googles Rich Snippet Testing Tool:•http://www.google.com/webmasters/tools/richsnippets 34
  35. 35. International IP Redirectssource: http://www.icangiveyouhouse.com/2010/09/04/world-in-our-hands/ 35
  36. 36. International IP Redirects•Sometimes you might think redirecting all of your visitors based on their IP to the dedicated country and language page might be a good idea. 36
  37. 37. International IP Redirects Users get redirected correctly US DE DE Country redirection FR page FR ES 37
  38. 38. International IP Redirects•But where does the google bot come from? The US!•Thats a serious problem for SEO 38
  39. 39. International IP Redirects Google bot from the US will also get directed „correctly“ ALWAYS to the US version but NEVER see any other language or country version! US DE Country US redirection page FR ES 39
  40. 40. International IP Redirects•Solution: • If you want IP redirects just do them on the home page nowhere else•Don‘t forget about the users: • What if a user from Germany follows a US link from a forum. That user will not get the desired and expected result and thats bad. 40
  41. 41. A great way to do it is to givethe user a notification that there is a dedicated country page 41
  42. 42. Mobile Strategysource: http://onlineitallmatters.blogspot.de/2012/08/is-your-mobile-content-strategy-working.html 42
  43. 43. Mobile Strategy•There are a few mobile web design strategies out there 1.Subdomain strategy m.domain.com 2.Different domain strategy domain.mobi 3.Subdirectory strategy domain.com/mobile 4.Responsive design or template strategy on same URL 43
  44. 44. Responsive Design • Responsive web design (often abbreviated to RWD) is an approach to web design in which a site is crafted to provide an optimal viewing experience— easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices (from desktop computer monitors to mobile phones). Source:http://en.wikipedia.org/wiki/File:Boston_Globe_responsive_website.jpg 44
  45. 45. Live example: http://www.olevmedia.com/themes/preview/?item=metro 45
  46. 46. Desktop & IPad 1024x 768source: http://themeforest.net/item/metrostyle-responsive-all-purpose-wordpress-theme/2921313 46
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  50. 50. Mobile Strategy•Best thing about responsive design for SEO • All links go to the same URL • No duplicate content•Other benefits • No problems displaying content on different devices following a mobile or not mobile link, better conversion rates • Easier to manage content 50
  51. 51. Relaunch SEOsource: http://www2.tbo.com/news/outdoors/2012/oct/09/skydiver-begins-prep-for-supersonic-jump-ar-526778/ 51
  52. 52. Relaunch SEO Tips• Don‘t change your URLs• Redirect changed URLs by 301 or canonical• Short downtimes• Check your titles and descriptions• Do a crawl before and after with Screamingfrog or XENU to find missing pages• Use GWMT to solve 404 problems 52
  53. 53. Thank you! get in touch:• facebook.timonhartung.com• @timondeluxe• linkedin.timonhartung.com• googleplus.timonhartung.com• www.121watt.de53