SEO aur Mayavi ChudailBirla

http://bkbirla.in/

Why this title for the talk?

• It is a boring topic so I thought at least the title should be interesting

• So chose a comics name

Disclaimers

• No instant results like late night ads• These are guesses not facts• No time back guarantees• SEO is not OTC drug, it is a prescription drug• I do reserve the right to be wrong

Why SEO?

• SEO is not a Mayavi Chudail• Do you have a rich father?• Builds long term value as opposed to short

term benefits

Philosophy

• It is more and more technical now• Don’t try to fool around• Think like a google programmer• Become influential• Follow SEO ethics• Strategic not tactical

Real Stuff

• Be the tailor• Maintain hygiene• Sab ki suno par apne customers ki karo• Don’t shoot yourself in the foot• Secular first then religious• Structure• Inlinks• Performance

Be the tailor

• Measure index size and page types ( site: )• Understand crawl behaviour ( Analytics is not

enough )• Automate measurements and understand

trends• Watch aberrations closely as they can point to

other issues

Maintain Hygiene

• Webmasterso Sitemaps ( coverage and % indexed )o Crawl Rates / Timeo Crawl Errorso Structured Data / Rich Snippets

• Analyticso Shortcuts to key page typeso Exclude brand queries

Maintain Hygiene

• Robots• Authorship• Rich Snippets• Above the fold content ( don’t juggle HTML,

visual extraction works )• Page size

Sab ki suno par karo customers ki

• Read all Matt Cutts says, But don’t believe it• Google is important but they are not going to

use your site

Don’t shoot yourself in the foot

• Nofollow to self• No SEO test cases in smoke testing• Robots to allow not deny• Index has staging site• Bad internal/external linking• Broken Links• Duplicate content• Different content for Google

Secular first then religious

• Things which impact larger audience first• Kill the beast not the flies

Structure

• Make it easy for search engine• Link less but link structured• Convey structure by different signals

o Linkso Sitemapso URL and title structure

• Structure can be more accurate than classification

Inlinks• Great Content• Contribution• Humour• Participate• Research• Social Media• Videos• Events• Opensource• Lists• Controversy

Performance

• VVIP• Measure it everywhere and every page type

o Webmasterso Analyticso Webserver Logso Pagespeed/Yslow

Tools of the trade

• Freeo Analytics ( server side if site is big )o Webmasterso Google.como SeoBook toolbaro Firebugo Pagespeedo YSlowo Gtmetrix

• Moz.com

Dreamy Stuff

• Location will be very important• Google will become language driven• Device personalization• Mobile is Godzilla• Google will become more opaque• Social will matter more and more

Thanks

We killed the beastAnd lived happily ever after