SEO/SEMMiloš Žikić <milos.zikic@gmail.com>

SEO

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SEO?

SEMPage Rank

Site RankInbound Link

Outbound Link

Sitemap

Feed

PPCGoogleYahoo Bing

Crawlers

Spiders

Robots

Keywords

Metadata

REST AdWords

CMS

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SEO

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Search Engines• Excite — 1993• Yahoo! — 1994• Web Crawler — 1994• Lycos — 1994• Infoseek — 1995• AltaVista — 1995• Inktomi — 1996• Ask Jeeves — 1997• Google — 1997• MSN Search — 1998

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Search Engine Basics• Crawling• process by which bot discovers new and updated pages to be

added to the index• Process:

• List of URLs from previous crawl• Augment with sitemaps provided by webmasters• Add in site links to this list

• Indexing• Serving

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SEO Plan• Target audience• Prioritize pages• Site assesment – document current and what is desired• Site/page tagging

• Meta• Title• Description tags

• Page content• Site links• Site map

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Criteria rank• Anchor text• Site popularity• Link context• Topical links• Title tags• Keywords• Site language• Content• Site maturity

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Organic SEO• Bad things• Duplicate data• Hidden data• Site downtimes• Cloaking, Gateways, and Doorways• Keyword Stuffing

• Good• Good text• Focused keywords• Dynamic titles• Good code

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Optimization• Domain name – keywords, simplicity• Keyword research – popular words• Google keyword tool• Digital Point Keyword Suggestion Tool• SearchGuild.com Search Term Difficulty Checker

• Keyword Density Analysis - frequency

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SEO

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Optimization• Optimizing Web Page • Page Title – each page• Meta Tags – description• Anchor text – should contain keywords• Page Header tags – h1, h2 etc..• Folder Name – page folder name (domain/keyword)• Page Content • Page URL – good name (domain/category/productname.html)• Table summary

• <caption><em>Characteristics of Geeks</em></caption>

• Acronym and abbreviation tags• <acronym title=”Search Engine Optimization”>SEO</acronym>• <abbr title=”United States of America”>USA</abbr>

• Optimizing Your Images Image "alt" Text • Image File Name • Image Folder Name • Alt tags

• <img width=”100” height=”100” src=”monalisa.jpg” alt=”Mona Lisa”>

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SEO

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Optimization• URL Rewriting • Mod_Rewrite

• Bad:• http://

www.yoursite.com/o/ASIN/B00023K9TC/ref=s9_asin_title_1-1966_p/102-8946296-020168?pf_rd_m=ATVPDKIKX0DER&pf_rd_s=center-1&pf_rd_r=1A562KV3VPEPKDF3Z65D&pf_rd_t=101&pfrd_p=291577501&pf_rd_i=507846

• Better:• http://

www.yoursite.com/products/necklace/shells/id=507846_red_scallop

• Handling Session IDs • Problems with SIDs

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SEO

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Page Redirects• 301• Permanent redirect• Original page removed within few weeks

• 302• Temporary redirect• Doesn’t update original urls

• 404• Error page

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SEO

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Links• Inbound links

• Acquired by:• Requests• Writing articles• Blogging• Press releases• Affiliate• PPC and Paid links• Linking to yourself

• Link management services (eg. http://www.linkmachine.net)• Outbound links

• Relevant links• No overuse• Keyword links• Watch what are you linking• No pages with just links• Monitor links and remove broken ones

• Cross-linking• Link farms – should be avoided• Internal linking, breadcrumbs

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SEO

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Further on• XHTML validation - http://validator.w3.org/• Make clean XHTML output• Include JS • <script type="text/javascript" src="abc.js"></script>

• Use CSS• Do not use deprecated tags• Check page with Lynx

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SEO

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PageRank & SiteRank• Scale 0-10 • Not linear• Difference between 5-6 much bigger then 4-5

• PageRank != SiteRank• Make sites for humans not search bots

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Robots, spiders, crawlers

Robots.txtUser-agent: *Disallow: /tmp/

Meta tag:<meta name=”robots” content=”index,nofollow”>

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XML SiteMap<?xml version=”1.0” encoding=”UTF-8”?><urlset xmlns=”http://www.sitemaps.org/schemas/sitemap/0.9”>

<url><loc>http://www.example.com/</loc><lastmod>2005-01-01</lastmod><changefreq>monthly</changefreq><priority>0.8</priority>

</url><url>

<loc>http://www.example.com/catalog?item=12&amp;desc=vacation_hawaii</loc><changefreq>weekly</changefreq>

</url><url>

<loc>http://www.example.com/catalog?item=73&amp;desc=vacation_new_zealand</loc><lastmod>2004-12-23</lastmod><changefreq>weekly</changefreq>

</url><url>

<loc>http://www.example.com/catalog?item=74&amp;desc=vacation_newfoundland</loc><lastmod>2004-12-23T18:00:15+00:00</lastmod><priority>0.3</priority>

</url></urlset>

Add to robots.txt:Sitemap: <sitemap_http://www.example.com/sitemap.xml>

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SEO

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Multiple SiteMaps<?xml version=”1.0” encoding=”UTF-8”?><sitemapindex xmlns=”http://www.sitemaps.org/schemas/sitemap/0.9”>

<sitemap><loc>http://www.example.com/sitemap1.xml.gz</loc><lastmod>2008-10-01T18:23:17+00:00</lastmod>

</sitemap><sitemap>

<loc>http://www.example.com/sitemap2.xml.gz</loc><lastmod>2009-01-01</lastmod>

</sitemap></sitemapindex>

Limits:• 50,000 URLs and 10 MB per map• no more than 1,000 site maps

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SEO

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Social Media Strategies• Increase likability• Make tagging and bookmarking easy• Reward inbound links (eg. blogroll)• Make content travel (eg. pdf, video)• Encourage mashups• Be a user resource• Reward helpful• Create content• Participate• Be real

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SEO

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SEO Timeline• Can not happen overnight• Analyze analyze analyze• Change strategy if required• Monitor the competition• Process never ends :)

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SEO

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Services• Webmaster• Google Webmaster Tools• Yahoo Site Explorer• Bing Webmaster Center

• 4 developers• Firebug• YSlow• IE Dev Toolbar• Cross-Browser testing (eg. http://browsershots.org/)

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SEO

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Questions

?

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