how to construct a search engine friendly website

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Let’s Get Technical

What Is ….Search Engine

Friendly

Steps For SEF Website

• Clean HTML

Clean Consistent HTML

• No inline CSS, use external stylesheets


• No inline CSS, use external stylesheets• Use unobtrusive JavaScript


• No inline CSS, use external stylesheets• Use unobtrusive JavaScript• Use proper HTML tags


• No inline CSS, use external stylesheets• Use unobtrusive JavaScript• Use proper HTML tags• Use Background images


• No inline CSS, use external stylesheets• Use unobtrusive JavaScript• Use proper HTML tags• Use Background images• Place scripts at the bottom of page when possible

• Clean HTML• HTML Structure


• Using heading tags properly• Use valid HTML tags• Use only necessary HTML elements• Rich Code Snippets

Proper HTML Structure

Proper Header Tag Use

Here is An Example of H1, H2 & H3 being used properly

• Clean HTML• HTML Structure • Resources


Resources• Proper URL structure • Image naming & tagging• File naming

• Proper URL structure • Image naming & tagging• File naming

• No underscores or strange characters. • Use hyphens to separate words.• Use main keywords for pages in the URL where

possible.• Keep URLs as short as possible, avoiding unnecessary

extra directories, etc.

URL Structure needs to be clean and optimized. Consider the following

points:

• Proper URL structure • Image naming & tagging• File naming

URL Example:

• Clean HTML• HTML Structure • Resources• Meta Data


Meta Data• Include all META Data (title tage, descriptions Canonical URL

wwws VS non wwws

• Include all META Data (descriptions Canonical URL

Every piece of content on the site should reside at one unique URL. For example, all of the following URLs would show the home page:

•www.website.com/•www.website.com/index.html•website.com/•website.com/index.html

Instead, there should only be one URL for the home page to avoid

duplication.

Canonicalization is when you know there are multiple URLs that show the same content. For example, an article and a printable version of the same article are technically duplicates, but they are useful duplicates for users. In this situation, use a canonical tag and place it in the <head> section of both articles:<link rel="canonical" href="url your want indexed" />

• Clean HTML• HTML Structure • Resources• Meta Data• Navigation


NavigationWhere you have no

Duplicate content, keywords, breadcrumbs, etc.

Example of Good Breadcrumbs

• Clean HTML• HTML Structure • Resources• Meta Data• Navigation• Image Optimization


Optimize your images

for maximumspeed and

performance

ImageOptimization

Image Optimization

• Clean HTML• HTML Structure • Resources• Meta Data• Navigation• Image Optimization• Video


Host yourvideos off

site to enhancethe speed

Video

• Clean HTML• HTML Structure • Resources• Meta Data• Navigation• Image Optimization• Video• Page Layouts


Page Layout

• Clean HTML• HTML Structure • Resources• Meta Data• Navigation• Image Optimization• Video• Page Layouts• Content


Content Optimization

Using Keywords


Using Keywords

1. Any page that you want to rank well needs to have enough optimized indexable content to rank. There is no set amount, but it’s good to shoot for at least 300 words or so on a page that you want to rank.

2. Use your main keyword phrases naturally throughout the content. Don’t overdo it, make sure the copy still reads naturally.

3. Avoid content that is inside Flash or JavaScript. Search engines can’t always access that kind of content.


• Clean HTML• HTML Structure • Resources• Meta Data• Navigation• Image Optimization• Video• Page Layouts• Content• Authorship


Authorship

Connecting your G+ accounts and

establishing Authorship

• Clean HTML• HTML Structure • Resources• Meta Data• Navigation• Image Optimization• Video• Page Layouts• Content• Authorship• Tools for Optimization


Tools for Optimization

404s – have webmaster tools installed so G can see your structure and identify problems


Handling 404 Errors

Internal: Avoid linking internally to any 404 Not Found URLs. When internal links are found to 404 pages, fix them

so they go to a live page.

External: Regularly check Google Webmaster Tools for external links going to 404 pages and 301 redirect them to

the correct URLs

404 Error Page

Have a custom 404 page that directs visitors to the main site.


Bad 404 Page:


Good 404 Page:

• Clean HTML• HTML Structure • Resources• Meta Data• Navigation• Image Optimization• Video• Page Layouts• Content• Authorship• Tools for Optimization• Responsive Design


Responsive Design

Responsive – The Future?

What About – This?

Play By The Rules

Google is ever changing and

trying to clean up their SERPs so EVOLVE with it.

FREE Audit Checklist

If you want the FREEAudit Checklist, please “tweet” me asking for it,or email me:[email protected]

Thank You!Matt Siltala, [email protected]@Matt_Siltala