Download - SEO for Developers
SEO < /> web developers FOR
Universidad CEU San PabloMadrid, 26 febrero 2013
Ruben Martinez
Paradigma | Javahispano
WHAT IS SEo ?
Offpage
Technicalseo
SEO is everything that helps a website generate more revenues from search engines.
Why is technical SEO important
Helps close the gap between web servers and search engines
SEO deals with the bottlenecksin the information �ow
Helps close the gap between search engines and websites
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User
www search flow
Bottlenecks
resources Author/s
Web developer
SEO deals with the bottlenecksin the information �ow
CrawlConnectionsIndexRank
Search enginesWorld Wide Web Site architecture
Structure
Page
SpeedAvailability
Contentrelevance
Contentpurpose
Servers
UNDERSTAND
OPTIMIZE
Save timeand energy
What can SEO do for aweb developer?
Organizefunctionalities
Detectunknownbugs early
Intermediatethe expectationsof UX, design and web developers
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How does an experienced SEO audit a web site
Filter
Gephi
Crawl
Visualize the network and analyze
$ head crawl.txt
$ cut -f1,2 crawl.txt | sed -e 's/http\:\/\/www\.{domain}\.{tld}//g' -e 's/\t/,/g' |grep -v "\.jpg\|http\:|\.css\|\.js" >�ltered.csv
$ head -5 �ltered.csv
Backlinks
Targeted keywords
Content inventory
Site architecture
Site health
Engagement
variables for audit
BacklinksPageRankCompetitionRankingsContent inventoryDuplicate contentPages indexedSite architectureServer logsCrawler reportsEngagement
Ahrefs, OpenSiteExplorerGoogle ToolbarAdword’s Keyword Estimator ToolGoogle Webmasters ToolsXenu, Screaming FrogCopyscapeOperator “site:” on GoogleGephiApache Log Viewer, SplunkGoogle Webmasters ToolsWeb analytics providers
Measurement tools
Link graphExample www.bigdataspain.org
program.php
venue.php
program.pdf
speakers.php
/2012/program.php
terms-and-conditions.pdf
hashtag-traking-live.php
en-index.php
What SEO should developers carry out?
Content is king.Make sure that you have great content.
ImageXML
sitemaps
Reach out to publishers
Upload your content
Upload sitemaps to search engines
Findable content1
ImageXML
sitemaps
<?xml version="1.0" encoding="UTF-8"?> <urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9" xmlns:image="http://www.google.com/schemas/sitemap-image/1.1"> <url> <loc>http://example.com/sample.html</loc> <image:image> <image:loc>http://example.com/image.jpg</image:loc> </image:image> <image:image> <image:loc>http://example.com/photo.jpg</image:loc> </image:image> </url> </urlset>
Clear content
Host your content in an easy-to-reach reliable server
Design a simple site architecture
Link your internal pages sensibly
Curate broken links
URL structure
Avoid frames and �ash
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$ w3m –dump “http://www.ft.com/” less
Accessible content Accessible content
Clear content
Determine the canonical page.
Pagination and canonicalization
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<link rel="canonical" href="http://www.example.com/articlestory=abc&page=2"/>
<link rel="prev" href="http://www.example.com/article?story=abc&page=1&sessionid=123" />
<link rel="next" href="http://www.example.com/article?story=abc&page=3&sessionid=123" />
Controllable contentUse robots.txt
Block bots of spammers and scrapers
Avoid cloaking
Use the metatags noindex, noarchive
Submit URLs you want to remove from Google’s index
Monitor your site for hacked content
Set the crawling rate of Googlebot
Administer your PageRank budget
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Valuable content
Block bots of spammers and scrapers
Write a content management protocol to deal withobsolete content.
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minimise 404 errors and provide a useful 404 page
learn the differences between 301 and 302 redirects and use preferably 301 codes
use the 410 HTTP status code in some cases for empty pages
Measurable contentGet data from:
Server logs
Libraries of tags
Google Analytics
Split tests or tests A/B
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log <- getURL("sftp://user:password@host:/path/to/apache/accesslog.log")
google webmasters Crawl Erros
Crawl StatusCrawl Erros
Index StatusCrawl Status
Search Queries
Setting URL parameters on Google Webmasters Tools
Latent Dirichleet Allocation (LDA)
Prediction of traf�c – valuation of traf�c
International and multilingual SEO
Advanced SEO
thank you
Follow
@paradigmate@javahispano
@rubenmartinezs