how to piss off your seo guy
DESCRIPTION
SEO for developers look at different SEO principals which can be implemented at application build time.TRANSCRIPT
How to piss off your
guyiowa code camp
04-30-2011
What Does Google Look for?
• The Bottom Line – if you get nothing more from this talk than this slide…
• Relevance / Keywords– Title– Anchor text of incoming links– Other textual elements
» Site Navigation Links» Content» Alt tags
• Importance = Power and Number of Incoming Links
iowa code camp :: 04-30-2011
How to piss off your
guy
The Breakdown
• The Basics• The Good Stuff• The Secret Stuff• The High Impact Stuff
iowa code camp :: 04-30-2011
How to piss off your
guy
The Basics
iowa code camp :: 04-30-2011
How to piss off your
guy
Prevent Google from Accessing Any Indicators of Relevance or ImportanceMake sure the bots and spiders have access to your content.• Render content using technologies inaccessible to search
engines• Use non-descriptive text in key page and site elements• Use dynamic, non-descriptive URLs • Allow the search engines to access your site and its pages from
multiple URLs• Use bad/malformed HTML
How to piss off the SEO guy:
Flash
iowa code camp :: 04-30-2011
How to piss off your
guy
How to piss off the SEO guy:
This Flash-only website was getting 25-50 visitors per week.
Render Content Using Technologies Inaccessible to Search Engines Use “post-load” technologies
Use “post-load” technologies
HTML
iowa code camp :: 04-30-2011
How to piss off your
guy
How to piss off the SEO guy:
Creating an HTML version shot the site up to over 1,000 visitors per week.
• Give every unique piece of content its own URLDo not use Default.aspx/index.php and “handle” every page(Apache = cURL / IIS = HttpModules or URLRewriter module under IIS7)
• Use HTML
• Don't use Flash, JavaScript, AJAX, etc. for content you want indexed Google cannot index flash or javascript…yet. :)
• Create “followable” linksFrom the search engine/bot perspective
iowa code camp :: 04-30-2011
How to piss off your
guy
How to piss off the SEO guy:
The Fix:
Use “post-load” technologies
• Use the same title and meta description on every page• Use images or Flash for site navigation
iowa code camp :: 04-30-2011
How to piss off your
guy
How to piss off the SEO guy:
Examples:
Use Non-Descriptive Text in Key Page and Site ElementsGet lazy with your code
Get lazy with your code
iowa code camp :: 04-30-2011
How to piss off your
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How to piss off the SEO guy:
Optimo Hat Company probably ranks really well for "optimo hat company"
Examples:
Get lazy with your code
• Allow every URL to have its own unique title and meta description
• Allow internal links to use descriptive text as anchor text• e.g. Don't use images for site navigation
iowa code camp :: 04-30-2011
How to piss off your
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How to piss off the SEO guy:
The Fix:
Get lazy with your code
• Need to highlight meta information via “rich snippits”• Reviews, People (contact information), Products, Businesses, Recipes,
Events & Videohttp://www.google.com/support/webmasters/bin/answer.py?answer=99170http://www.seobook.com/google-local
iowa code camp :: 04-30-2011
How to piss off your
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How to piss off the SEO guy:
Example & Fix:
• Mix up parameters and you still get the same "page":• http://bashandslash.com/index.php?
option=com_content&task=category§ionid=4&id=30&Itemid=69• http://bashandslash.com/index.php?
option=com_content&Itemid=69&id=30§ionid=4&task=category
Which one should Google index?– It will try to index both.
Use Dynamic, Non-Descriptive URLs
iowa code camp :: 04-30-2011
How to piss off your
guy
How to piss off the SEO guy:
Examples:
Use Dynamic, Non-Descriptive URLs
• URL tells users and the search engines nothing about the content of the page.
– option=com_content– task=category– Itemid=69– id=30– sectionid=4
Mama always said a URL was like a box of chocolates.
iowa code camp :: 04-30-2011
How to piss off your
guy
How to piss off the SEO guy:
Examples:
Use Dynamic, Non-Descriptive URLs
• Create static, descriptive URLs:
http://bashandslash.com/bash-webcast/
iowa code camp :: 04-30-2011
How to piss off your
guy
How to piss off the SEO guy:
The Fix:
Use poor/malformed HTML
• Only one H1 per (rendered) page– H1 should match the keyword/title of the page
• All H-tags must be nested properly– H2’s in H1’s and so on…
• Use strict XHTML whenever possible– Close all tags (</a> or <br />), case sensitive, attributes must use quotes
(type=“text”)
iowa code camp :: 04-30-2011
How to piss off your
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How to piss off the SEO guy:
Issues & Fix:
Use poor/malformed HTML
• Images must have keyword rich file name and “juicy”, keyword filled alt text.
iowa code camp :: 04-30-2011
How to piss off your
guy
How to piss off the SEO guy:
The Fix:
Not supply meta information for non-text elements
• Audio & Video– Video transcripts are a must if you want the best search indexing power.
YouTube is handled at upload. The file must be plain text and in a YouTube-friendly format. http://www.google.com/support/youtube/bin/answer.py?hl=en&answer=166810
– Non-YouTube content needs an HTML version of the transcript– A link to the transcript from the element and link to the element from the transcript
http://www.uiaccess.com/transcripts/transcripts_on_the_web.html
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How to piss off your
guy
How to piss off the SEO guy:
Example & Fix:
• Allow the search engines to access your site and its pages from multiple URLs
• Disregard search engines when structuring pages
iowa code camp :: 04-30-2011
How to piss off your
guy
Prevent Google from Accessing Any Indicators of Relevance or ImportanceMake sure the bots and spiders have access to your content.
The Good Stuff
How to piss off the SEO guy:
Allow the Search Engines to Access Your Site and Its Pages from Multiple URLs
iowa code camp :: 04-30-2011
How to piss off your
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How to piss off the SEO guy:
117 URLs for the home page
Allow the Search Engines to Access Your Site and Its Pages from Multiple URLs
iowa code camp :: 04-30-2011
How to piss off your
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How to piss off the SEO guy:
21 URLs for this one internal page on Macys.com
Allow the Search Engines to Access Your Site and Its Pages from Multiple URLs
• 301 redirect alternative versions of your domain/home page to the canonical version.
http://bashandslash.com/http://www.bashandslash.com/
http://bashandslash.com/index.phphttp://www.bashandslash.com/index.php
http://www.bashandslash.com/
iowa code camp :: 04-30-2011
How to piss off your
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How to piss off the SEO guy:
The Fix:
Allow the Search Engines to Access Your Site and Its Pages from Multiple URLs
• 301 redirect alternative versions of your internal pages to the canonical version.
/catalog/product/index.ognc?ID=479833&CategoryID=7502/catalog/product/index.ognc?ID=479833&PseudoCat=se-xx-xx-xx.esn_results
/catalog/product/index.ognc?ID=479833&CategoryID=21624&LinkType=EverGreen/catalog/product/index.ognc?ID=479833&PseudoCat=se-xx-xx-xx.esn_compare
/catalog/product/waterford-bedding-hannah-comforter-sets/
iowa code camp :: 04-30-2011
How to piss off your
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How to piss off the SEO guy:
The Fix:
Canonical URL
• Ensuring content is only accessible via a single URL.
– Canonicalization eliminates duplicate content issues discussed in the last few slides.
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How to piss off your
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How to piss off the SEO guy:
Define:
Disregard Search Engines When Structuring Pages
• Google generally utilizes the anchor text of the first link to a given URL.
iowa code camp :: 04-30-2011
How to piss off your
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How to piss off the SEO guy:
Explanation :
Primary keywords for which they want to rank:• storage containers• closet organizers
Disregard Search Engines When Structuring Pages
• First link to home page: <a href="/">Home</a>
• Second link to home page:<h1 class="left" id="logo"><a href="/"><span>Space Savers - Closet
Organizers - Kitchen, Bathroom, Garage</span></a></h1>
• The home page is highly optimized for the extremely profitable keyword -> "home"
iowa code camp :: 04-30-2011
How to piss off your
guy
How to piss off the SEO guy:
Example:
Disregard Search Engines When Structuring Pages
iowa code camp :: 04-30-2011
How to piss off your
guy
How to piss off the SEO guy:
Example:
11,343 Pages = 11,343 Wasted Links!
11,342 pages point to “home”
Disregard Search Engines When Structuring Pages
iowa code camp :: 04-30-2011
How to piss off your
guy
How to piss off the SEO guy:
The Fix:
Plan to give the first link a "keyword-rich" anchor text.
iowa code camp :: 04-30-2011
How to piss off your
guy
Prevent Google from Accessing Any Indicators of Relevance or ImportanceMake sure the bots and spiders have access to your content.
The Secret Stuff
How to piss off the SEO guy:
• “Thus, what is of supreme importance in war is to attack the enemy's strategy.” The Art of War – Sun Tzo
iowa code camp :: 04-30-2011
How to piss off your
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• Google selects only one link to a given URL from another URL.
• We conducted experiments to test which links Google chooses under a set of conditions.
SEO Ninja StrategyHow to piss off the SEO guy:
Experiment:
iowa code camp :: 04-30-2011
How to piss off your
guy
• When two links to the same URL exist on a page...• First, a text link with anchor text such as "home" • Second, a keyword-rich text link...
• Google utilizes the link with anchor text "home".
What We Discovered:
SEO Ninja StrategyHow to piss off the SEO guy:
• When two links to the same URL exist on a page...• First, a text link with
anchor text such as "home"
• Second, a keyword-rich text link...
• Google utilizes the link with anchor text "home".
iowa code camp :: 04-30-2011
How to piss off your
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• When two links to the same URL exist on a page...• First, a link whose anchor text is empty• Second, a link with keyword-rich anchor text...
• Google skips the link with empty anchor text and utilizes the second (not empty) link.
What We Discovered:
SEO Ninja StrategyHow to piss off the SEO guy:
• Use: Strategically leave links empty so Google indexes 2nd link and then add background image/text via CSS/jQuery later to make 1st link useable OR don’t.
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How to piss off your
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• When two links to the same URL exist on a page...• First, a text link with a single letter anchor text such as "a" • Second, a keyword-rich text link...
• Google utilizes the link with anchor text "a".
What We Discovered:
SEO Ninja StrategyHow to piss off the SEO guy:
iowa code camp :: 04-30-2011
How to piss off your
guy
• When two links to the same URL exist on a page...• First, an image link• Second, a text link...
• Google utilizes the text link (regardless of whether the image's alt attribute contains text or not).
What We Discovered:
SEO Ninja StrategyHow to piss off the SEO guy:
iowa code camp :: 04-30-2011
How to piss off your
guy
• When only one link to a given URL exists on a page, and that link is an image with a non empty alt attribute...
• Google utilizes the text of the alt attribute as though it were anchor text.
What We Discovered:
SEO Ninja StrategyHow to piss off the SEO guy:
iowa code camp :: 04-30-2011
How to piss off your
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• When two links to the same URL exist on a page...• First, a JavaScript link• Second, an HTML text link...
• Google utilizes the text link.
What We Discovered:
SEO Ninja StrategyHow to piss off the SEO guy:
• Use: Strategically index links with the most “keyword power”
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How to piss off your
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• When two links to the same URL exist on a page...• First, a text link with rel="nofollow"• Second, a text link without rel="nofollow"...
• Google utilizes neither.
What We Discovered:
SEO Ninja StrategyHow to piss off the SEO guy:
iowa code camp :: 04-30-2011
How to piss off your
guy
• 301 redirectsWhat We Discovered:
SEO Ninja StrategyHow to piss off the SEO guy:
• pass anchor text.• Google doesn't look at the destination URL of 301 redirects
when determining if a given URL “multiple links” to the same URL.
Old
Old
301 New
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How to piss off your
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• Link type and order matter.• Play it safe…
Make the first link to a URL a keyword-rich text link.
Conclusion:
SEO Ninja StrategyHow to piss off the SEO guy:
iowa code camp :: 04-30-2011
How to piss off your
guy
• Build heavy, slow-loading pages• Move Stuff and Don't File a Change of Address Form
Prevent Google from Accessing Any Indicators of Relevance or ImportanceMake sure the bots and spiders have access to your content.
The High Impact Stuff
How to piss off the SEO guy:
Build Heavy, Slow-Loading Pages
• With Google AdWords, slower load times result in a higher cost-per-click and a lower ad position.
• "Load time impacts your landing page quality and, therefore, your Quality Score.“https://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=87144
• "Quality Score is used....[to determine] your keywords' actual cost-per-clicks....[and] how high your ad will be ranked.“https://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=10215
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How to piss off your
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How to piss off the SEO guy:
Explanation:
Build Heavy, Slow-Loading Pages
• Build lightweight, fast-loading pages. • Tools (many are for firefox only):
• Firebug (http://getfirebug.com/)
• Yslow (http://developer.yahoo.com/yslow/)
• Page Speed (http://code.google.com/speed/page-speed/download.html)
• Google Webmaster Tools (https://www.google.com/webmasters/tools/home?hl=en)
• Any Others?
iowa code camp :: 04-30-2011
How to piss off your
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How to piss off the SEO guy:
The Fix:
Move Stuff and Don't File a Change of Address Form
• Virtually all of your site's content should bring in traffic (whether it be from Google or other sources).
• If the URL gets changed, search engines and visitors will still look for it at the original URL.
• The original URL may have incoming links, giving that URL PageRank.
iowa code camp :: 04-30-2011
How to piss off your
guy
How to piss off the SEO guy:
The Fix:
Move Stuff and Don't File a Change of Address Form
• 301 Redirect• Search engines remove the old URL and
index the new URL.• PageRank from the old URL is passed to
the new URL.• Users who visit the old URL through
links, bookmarks, etc. are redirected to the new URL rather than being sent a 404 response.
iowa code camp :: 04-30-2011
How to piss off your
guy
How to piss off the SEO guy:
The Fix:
Seriously – don’t piss him off…
• Dave MeindlClickStop SEO/[email protected]
• Tom AltmanClickStop [email protected]://tomaltman.com
Slides available athttp://tomaltman.com/featured-post/iowa-code-camp-and-seo-presentation/
iowa code camp :: 04-30-2011
How to piss off your
guy
How to piss off the SEO guy:
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