seo_design_and_organic_site_structure-alan_knecht.ppt

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seo_design_and_organic_site_structure-alan_knecht.ppt

  1. 1. SEO A Linear Approach Alan K’necht President K’nechtology Inc.
  2. 2. About K’nechtology <ul><li>K’nechtology </li></ul><ul><ul><li>Consulting firm based in Toronto est. 1995 </li></ul></ul><ul><ul><li>Services both small and large businesses </li></ul></ul><ul><ul><li>Specializing in: </li></ul></ul><ul><ul><ul><li>SEO & SEM </li></ul></ul></ul><ul><ul><ul><li>Web Analytics </li></ul></ul></ul><ul><ul><ul><li>Web Design </li></ul></ul></ul><ul><ul><ul><li>Training, Workshops </li></ul></ul></ul><ul><ul><ul><li>&More stuff you don’t care about </li></ul></ul></ul>
  3. 3. About Me <ul><li>Working with the Web since 1995 </li></ul><ul><li>Measuring web effectiveness since 1996 </li></ul><ul><li>Specializing in SEO since 2002 </li></ul><ul><li>Run a series of SEO/SEM training seminars </li></ul>
  4. 4. SEO A Linear Approach VS
  5. 5. Avoid the Noose <ul><li>Don’t put important content in Flash </li></ul><ul><ul><ul><li>Yes SE now indexing but very limited </li></ul></ul></ul><ul><li>Web 2.0 </li></ul><ul><ul><li>Mash-ups, Ajax can’t be index </li></ul></ul>
  6. 6. What Do SE’s Like? <ul><li>Three Things </li></ul>
  7. 7. What Do SE’s Like? <ul><li>WORDS </li></ul><ul><li>WORDS </li></ul><ul><li>WORDS </li></ul>
  8. 8. Word Positioning <ul><li>Search Engine’s value words at the beginning of the code more then at the bottom </li></ul>
  9. 9. The Linear Approach to Words <ul><li>Go to a 2 tier web development strategy </li></ul><ul><li>Separate content from presentation </li></ul><ul><li>Organize content logically </li></ul><ul><li>Use CSS to position content for the visual effect </li></ul>
  10. 10. Use CSS to Control Positioning <ul><li>What a SE Sees No CSS </li></ul>What People See Applied CSS <h1> Page Title </h1> Content content content content content content Content content content content content content Menu1 Menu2 Menu 3 <ul><li>Logo </li></ul><ul><li>Menu1 </li></ul><ul><li>Menu 2 </li></ul><ul><li>Menu 3 </li></ul>Page Title Content content content content content content Content content content content content content
  11. 11. The Newspaper Philosophy
  12. 12. The Newspaper Philosophy <ul><li>Where are the headlines? </li></ul><ul><ul><li>At the top of the story or at the bottom </li></ul></ul><ul><ul><li>Do they contain important words </li></ul></ul><ul><li>Where is the table of contents </li></ul><ul><ul><li>at the top of page? </li></ul></ul>
  13. 13. The Linear Approach to Words <ul><li>Important elements must come first </li></ul><ul><li>Ensure these elements contain your targeted keyword phrases </li></ul><ul><li>Graphics, Ajax & non-essential code at the bottom </li></ul><ul><ul><li>i.e. external java scripts (less code) </li></ul></ul><ul><li>Use CSS to position everything </li></ul>
  14. 14. Search Bots are Browsers <ul><li>Bots are browsers </li></ul><ul><li>They see things in their own way </li></ul><ul><ul><li>Linear </li></ul></ul><ul><ul><li>Bad code may confuse bot, so validate </li></ul></ul><ul><li>You test for multiple browsers, so </li></ul><ul><ul><li>Test for bots </li></ul></ul>
  15. 15. Testing The Linear Approach <ul><li>Use FireFox with Developer plug-in </li></ul><ul><li>Turn off all CSS and see how the HTML promotes your content </li></ul><ul><li>Do important words/phrases come first? </li></ul><ul><ul><li>Where is your H1 tag? </li></ul></ul>
  16. 16. Testing The Linear Approach <ul><li>How far through the code does a bot have to go before it finds valuable copy? </li></ul><ul><li>Does your code validate at the W3 </li></ul><ul><ul><li>validator.w3.org </li></ul></ul>
  17. 17. Testing The Linear Approach <ul><li>Let’s take a look at a couple of sites </li></ul>
  18. 23. Thank You <ul><li>Alan K’necht </li></ul><ul><li>E: alan@knechtology.com </li></ul><ul><li>Blog: www.knecht-it.com Twittter: @aknecht </li></ul><ul><li>List of SEO Resource & Tools </li></ul><ul><li>www.knechtology.com/seo </li></ul>

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