Marketer to Developer TranslationSMX West

February 9, 2009

Developer Goals

Help GrowThe Business

Developer Goals

RobustSupportable Code

Developer Goals

Work on Fun Stuff

Developer Goals

Don’t Get Drawn InTo Stupid Projects

By Marketing

Marketing Goals

Help GrowThe Business

Marketing Goals

Promote the Web Site

Marketing Goals

Stop DevelopmentFrom Working On

Stupid Projects

Marketing Goals

Two MartiniLunches!

Links Are Votes

1. Your Domain

2. Their Domain

YourDomain

TheirDomain

4Links

3Links

WhoRanks first?

Who hasmore links?

Inbound Links

Link Juice is a Fixed Quantity

Link Juice = 5

LJ =1

LJ =1

LJ =1

LJ =1

LJ =1

Link Juice is a Fixed Quantity

Link Juice = 5

LJ =1.25

LJ =0

LJ =1.25

LJ =1.25

LJ =1.25

More JuiceFor The

ImportantPages

Why Redirects Matter

OldPage

NewPage

LinksShreddedWith It!

PageMoved

NewPage

NewPage

302 Redirect

301 Redirect

PageMoved

Link Juice

Link Juice

Implementing Redirects

Canonical Issues

http://www.yd.com

http://yd.com

600Links

75Links

600LinksDrive

Rankings

75Links

Wasted

Canonical Redirect

http://www.yd.com

http://yd.com

301Redirect

675LinksDrive

Rankings

600Links

75Links

Canonical Redirects in Apache

• RewriteCond %{HTTP_HOST} .

• RewriteCond %{HTTP_HOST} !^www\.seoclass\.org [NC]

• RewriteRule (.*) http://www.seoclass.org/$1 [R=301,L]

• May be Cryptic, but that’s it!

Canonical Redirects In IIS• First of all, you need to set up separate entries for the www and non-www version of your website (usually using

the host-header setting in IIS). Determine which version you want to redirect (for some help, try this tool to check the numbers on the canonical versons of a domain).

• 1. Start -> Control Panel -> Administrative Tools -> Internet Information Services.• 2. Double-click "Web Sites" and then find the web site where the unpreferred domain is.• 3. Right-click on the unpreferred site and choose "Properties". Choose the "Directory" tab.• 4. Click the "A redirection to a URL" option.• 5. Enter the URL of the preferred domain to the right of "Redirect to:", add "$S$Q" to the end to redirect paths,

files and querystrings (eg "http://www.domain.com$S$Q" - don't use the quotes).• 6. Select "The exact URL entered above" and "A permanent redirection for this resource".• 7. Use "OK" to save the changes.

• Don't trust the settings - test them with the server header checker. The preferred domain should come normally, the other one should 301-redirect. Try some lower level pages and some parameters in the querystring to be certain that it's working everywhere. It must return code "301" (not 302).

• If you do not have console access to IIS, you will have to include a script into all pages / scripts processed on the domain. An example of how to handle this can be found at http://www.jlh-design.com/2006/08/301-redirects-in-asp-on-iis-server/.

Canonical Redirects with IIS ISAPI Rewrite

• RewriteEngine On

• RewriteCond %{HTTP_HOST} ^yourdomain\.com$ [NC]

• RewriteRule ^(.*)$ http://www.yourdomain.com/$1 [R=301,L]

• May be Cryptic, but that’s it!

Redirects in a Different Publishing System

Other System Redirects

Other System Redirects

Duplicate Content

• Duplicate content is one of the banes of the web publishing world

• Content management systems are often the culprit

• So why does it matter?

Wasted Crawl Budget

I’ll take 100pages today

1 2 3 4-50

53 52 5154-100

Original Pages Not Crawled = 50

Duplicate PagesGotta go!

DupPage

Duplicate Pages

Home PageLink Juice

= 12

LJ =4

LJ =4

LJ =4

1.2. 3.Your Domain

DupPage

Duplicate Pages

Home PageLink Juice

= 12

LJ =6

1. Your Domain2.3.

LJ =6

LJ =0

CMS Dupe Content Example

CMS Dupe Content Example

http://www.mohawksoft.org/?q=node/8.

http://www.mohawksoft.org/?q=node/8

Example CMS Code Flow

Thank You!

Eric Enge

President

Stone Temple Consulting

eenge@stonetemple.com

(508) 485-7751