making web 3.0 sites seo friendly
TRANSCRIPT
Why is SEO important?
NumberofSearches/DayonGoogle
Average Daily Queries on Google
3 Billion Searches/Day (announced Aug. 2012)
Growth of Google Queries in Last 5 yrs
NumberofSearches/DayonGoogle
3 Billion Searches/Day (announced Aug. 2012)
StateofSearch-India
Source:Netmarketshareandbusiness-standard.com
Google97%
Yahoo1%
Bing1%
Others1%
IndianSearchEngineMarketShare
§ Helpsyoucreateabe=erwebsite
§ Bringsinqualifiedtraffic
§ Helpsyoucreatebe=ercontent
§ Measurable/AcGonable
SEOfromabusinessperspecLve
DIDYOUKNOW?
It'sactuallyquiteeasytoexcludecertainpagesfromsearchengineresultsbyusingarobots.txtfile.
DIDYOUKNOW?
Searchengineslookathowmuchcodeyouuse.Therefore,tablesandinlinestylesnotonlymakeyourcodelesssynopGcbutcouldalsoaffectsearchengineranking.
DIDYOUKNOW?
It'sactuallyquiteeasytoexcludecertainpagesfromsearchengineresultsbyusingarobots.txtfile.
RankingSignal-HTTPSGoogleconsidersHTTPS(SSL)rankingsignalh=p://googlewebmastercentral.blogspot.co.uk/2014/08/h=ps-as-ranking-signal.html
RankingSignal–MalwareGooglepenalizeswebsitesthatarehackedorhavemalware.Ithighlightsthemwithlabelsorcompletelyremovesthesesitesfromtheindex:h=ps://sites.google.com/site/webmasterhelpforum/en/faq-malware-and-hacked-sites
RankingSignals–SecuritySummary• SecureprotocolSSL/TSL• WebApplicaGonFirewall(SecuringyourvulnerabiliGesusingthebestmindsintheindustry)
– HackerscaninjectmalwareintoyoursiteandGoogleWILLfinditanddemoteyourrankings
• DDOSprotecGon– IfGooglecan'taccessyoursite,itcan'tindexit.Letaloneyourcustomers.
• DNSSEC
20
RankingSignal–SiteSpeedGooglerewardsfasterloadingwebsites:
h=p://googlewebmastercentral.blogspot.co.uk/2010/04/using-site-speed-in-web-search-
ranking.html
RankingSignal–SiteSpeedTechnicalhacksthatboostyoursite’sspeed:• Compression• MinificaGon(CSS,JS,HTML)• ResponseGme• ImageOpGmizaGon• BrowserCaching• HowJS&CSSareserved• UseofAsynchronousscripts• UseofCDNs• Be=erheadersandcaching• Latestservertechnology(HTTP/2,SPDY,GZIP)
Highlightsofeachphase
• 1.0
• 1995-2003
• Yahoo,Amazon,Netscape
• Infrastructureandgelngcontentonline
2.0
2004-2009
Google,Flickr,Facebook
Userinterfaceandsocialcommunity
3.0
2009à
Siri,PrimalFusion,Twine,WolframAlpha,
Structureddata,meaningandcontext
WebEra
Dates
SignificantCompanies
Majorfocus
"EvenabasicunderstandingofwhattolookforintechnicalSEOcangetyoufar.Somanypeopletodayfocustooheavilyonoff-
pageSEO,butifasiteistechnicallyflawed,itwon'tma=erhowmanylinksyouhaveorhow
goodyourcontentis.”
ErinEverhart,SEOManager,TheHomeDepot
SEO “101” INDEXATION+RELEVANCY+POPULARITY
• RemovinganyhurdletothecrawlersiskeyforaperfectindexaGon• MapyoursitearchitectureinaccordancewithsemanGcverGcalstoreachidealrelevancy• BalancethequanGty,quality,aging®ularityofyourlinkgraphtomaximizepopularity
3 CORE PRINCIPLES OF SEO INDEXATION• TechnicalSoluGonthatrespectsSEOBestPracGces• SiteArchitectureMappedtoSemanGcVerGcals• ArchivingthatpreservescontentintegraGon&interlinkingforever
RELEVANCE• OpGmizingKeywordsintoSilos• InternallinkingstrategythatdistributesSEO&PageRankvalue
POPULARITY• QuanGty/Quality/Age/Frequencyoflinksobtained• SemanGcsaspectofbacklinks(anchortext)• DiversificaGonofbacklinkentrypoints(hubpages)
Assume that anything in the DOM is technically accessible to modern search bots, even though it may not pass juice
Have a clear hierarchy in terms of directory structure, use internal links to
emphasize relationships
• IncludeyourchosenkeywordswithintheTITLEtag–preferablynearthestartofthetag
• Trytokeepitto70characters• Mustberelevanttothepagecontent• Veryimportant-eachpageshouldhaveadifferentTITLEtag
TheTITLETag
• Includekeywordsclosetothestartofthetag,butdon’trepeatmorethan3Gmes
• Trytokeepitto150characters• Mustberelevanttothepagecontent• EachpageshouldhaveadifferentDESCRIPTIONtag
TheDescripLonTag
• Googlelovesoriginal,highqualitytextualcontent• Bodytextisextremelyimportantforsearchengine
rankingsbecausethisiswhathumanuserscometosee
• Keywords,synonymsandvariaGonsoftheprimarykeywordcombinaGonshouldbeincludedinthebodytext,butnotsothatitreads‘arGficially’.Itshouldreadnaturally.
BodyText
• URLsthatcontainkeywordsarebe=erthanthosethatdon’t
• QuiteeasytodoifyourwebsiteisstaGc,ali=lemoredifficultfordatabase-drivensites
• Don’tmaketheURLstoolongbecausethiswillbeseenasana=empttomanipulatethesearchresults
• Goodandbad:• www.mysite.com/health-insurance• www.mysite.com/search.asp?insuranceID=435&locID=32
KeywordsinURLs
• Headingtags–eg.<h1>,<h2>-withintheHTMLidenGfyheadingswithinthepagecopyandbreakupthetext
• Theyareusedbysearchenginestodeterminepagecontent
• Usekeywordsinthesetags,butdon’toverdoit.
HeadingTags
• The‘anchor’textcontainedwithinhyperlinksprovidesGooglewithanunderstandingofwhatthelinkedcontentisabout
• EveryhyperlinkonyoursiteshouldhavedescripGveanchortext,ratherthan‘clickhere…’
• Inlinelinksorcontextuallinksarebest• eg.
• BlueTrainEnterprisesoffersafreewhitepaperonhowtoopGmiseyourwebsiteforthesearchengines
LinkAnchorText
• ALTisdisplayediftheimagedoesn’tloadintheuser’sbrowser
• TheALTtagshoulddescribetheimage• Keepitshortandtothepoint• ItalsocanhaveaposiGveeffectonyourwebsiterankings
• Don’tuseALTtagsasaplacetostuffkeywords
ImageALTText
DO’S & DONT’S – ONSITE
SEOTo-Do• DefineyourIAanddeterminecanonicalURLsforhubpagesacrossall
majorcategories,withexpansionability
• UsebreadcrumbstylenavigaGon–Putallnewcontentinit!
o EG:Home>Kitchen>MajorAppliances>Stoves
• Includerelevantcategory-specificnavigaGonateachlevel
• Makeinterlinkingmandatory!Includein-contentlinkstosimilarpages
aroundthesite,andgivelinksfromotherpages
• KeepupdatedHTMLandXMLsitemapsforallnewcontent
• Learnallthe(new)waystocontrolindexaGonandlinkjuiceflow
DO’S & DONT’S – ONSITE
SEODon’ts• LetthesamecontentappearonmorethanoneURL
• Justthrowcontentupwithoutlinkingtoit,orlinkingfromit
• Spreadyourlinkjuicethinoverpageswithoutuniquecontent
• Leaveopenendedpagescriptslikecalendars
• Archivepoorly(ornotatall)withoutrespecttoyourIA
• Returnserverheadersotherthan404forerrorpages
• ThinkyoucanfixlinkjuicedistribuGonissueswithrobots.txt
CANONICALIZATION ISSUES
DuplicateContent• Domain.comVSwww.domain.comVSwww.domain.com/VS
www.domain.com/index.php
Category&ProductPages
• …/product.php?category=clothing&sub-category=pants&gender=mens
• …/product.php?gender=mens&category=clothing&sub-category=pants
• …/product.php?category=clothing&sub-
category=pants&gender=mens&color=blue
CANONICALIZATION ISSUES
QuickChecklist• NoCapitalle=ers,specialcharacters,orspacesàusedashes
• ParametersinURLsarefinebutonlyifvariableorder/useless
variablesaretakencareof–trytoalsolimittoupto5parameters
• UsestandardHTMLtags(<H1>,<ul>,<a>)
• SessionIDvariablesshouldlikelyusethecanonicaltag
• Avoidcode-bloaGng:placevisiblecontenthigherinthecode
SITE SPEED
• Pagespeedma=ers(now).Sobenchmarkyourselfagainstleaders.Ina
way,that’sfun,youcancreate“Pagespeedcontests”now.
• Todoso,installGooglePageSpeedandYahoo’sYslow.• Runthemonyourhomepageandatleastafewrandominternalpages
• FolloweveryrecommendaGonsfor:imageopGmizaGon,gzip
compression,javascript“minificaGon”,CSS“minificaGon”.
• Oncethisisdone,lookatsubtlerspeedimprovementstheyrecommend.
• MovingtoastableCloudenvironmentisn’tabadideaeither.
Website: www.pagetraffic.com Email: [email protected] Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Facebook: www.facebook.com/pagetraffic.in
THANK YOU!