Michel Ozzello - Next Step - May 2012

SEO

http://www.seomoz.org/google-algorithm-change

So, where do we start

?

http://www.seomoz.org/article/search-ranking-factors

LIGHT AT THE END OF THE TUNNEL

3Tips for Geeks

1

Page Title

Meta Description

NOTE: Next 5 slides taken from http://www.seomoz.org/webinars/microformats-real-life-use-cases

How does this work?

microformats.org - schema.org - www.w3.org/TR/xhtml-rdfa-primer/

Structured Data

MicrodataMicroformats

RDFa

Extended Vocabulary

Schema.org+

<div itemscope itemtype="http://schema.org/Product">

<img src="http://i.ebayimg.com/t/Logitech-Revue-Google-TV/23/xyz.JPG" alt="Logitech Revue With Google TV" itemprop="image">

<div class="pnr-txt" itemprop="description"> The Logitech Revue is a media streamer with Google TV, which serves is a complete entertainment system. With its Ethernet Interface, this Logitech Smart TV allows ... </div>

<a itemprop="aggregateRating" itemtype="http://schema.org/AggregateRating" href="#pbe-rvws"> <span itemprop="ratingValue" content="4"></span> <span itemprop="ratingCount" content="80"></span> User reviews <span itemprop="reviewCount">80</span>

<div itemprop="offers" itemscope="itemscope" itemtype="http://schema.org/Offer"> New <span itemprop="price">$149.98</span> <span itemprop="priceCurrency" content="USD"></span> </div>

<div itemprop="offers" itemscope="itemscope" itemtype="http://schema.org/Offer"> New: other <span itemprop="price">$79.99</span> <span itemprop="priceCurrency" content="USD"></span> </div></div>

AggregateRating Product > Offers

Actors Movie Director

Event

Music Recording

Breadcrumbs

http://www.seomoz.org/blog/schema-examples

Author

nextstep 2012

Tools:• Schema-creator.org• Microformats for Chrome• Microdata Tool• Bing Web Master Tools• Google’s Rich Snippets Testing Tool

2

http://blog.yottaa.com/2010/10/how-to-measure-page-load-time-with-google-analytics

visiblefactors.com/blog/575-site-speed-reducing-page-load-times-and-increasing-pages-crawled/

http://developer.yahoo.com/performance/rules.html

Speed up your web sites / web apps

• Reduce server requests• Minify JavaScript and CSS• Make JavaScript and CSS External

Styles

Scripts

Page Start

Content Start !!!

http://www.spritecow.com

Speed up your web sites / web apps

• Reduce server requests• Minify JavaScript and CSS• Make JavaScript and CSS External• Gzip components • Compress and cache images • use timestamps to invalidate cache

• Use Image Sprites (load once, use often)• Use a CDN service

3

Hey Marketers!

This is where you do your magic…Make sure people

[share, like, +1, tweet] [link to]

[write about]

this site / app / page

nextstep 2012

Link Juice

http://thekeywordacademy.com/link-juice-explained

BA

Page Moved…

http://stackoverflow.com/questions/621107/asp-net-redirect-301http://www.somacon.com/p145.php

Link Juice 301

302

Ooops!Link Juice 301

404

Duplicate Pages / Page Elements

http://www.seomoz.org/blog/duplicate-content-in-a-post-panda-world

Forum A Forum A Forum A

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=1663744http://googlewebmastercentral.blogspot.pt/2011/09/pagination-with-relnext-and-relprev.html

nextstep 2012

3 more tips:

• Give relevant names to pagesNot PortalSelfServiceUserRegistration.aspx

• Give pages unique titlesMake them dynamic if you need to.

• Use better URLswww.yoursite.com/somepage.aspx?parameter1=X&parameter2=Y&parameter3=Zwww.yoursite.com/X/Y/Z/somepage

nextstep 2012

Wrap-up1. Increase CTR

Use microformats and schema

2. Reduce Bounce Rates Improve Page Load time

3. Cherish Your Link Juice 301 redirects, paginantion…

http://about.me/michelozzello

Thank you!michel.ozzello@outsystems.com