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Dan Cohen Seo At Scale from A4UExpo London 2009
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Dan Cohen's SEO at Scale presentation from A4UExpo, London October 13th 2009.
Transcript of Dan Cohen Seo At Scale from A4UExpo London 2009
SEO at scale
• MSN covers 47 countries, 21 languages, 465Mil Users, Hotmail and Messenger
• Selling SEO: Prioritization, Proof, Progress
• Search marketing mix: PPC vs. SEO?• Automation: crawler + analysis
engine• Engagement and Education• Crawlers are users too
Relevance User vs. Machine
Subjectively Objectively
Webpage
Reads visual headlines and Scans the Text
Understands images and other media like video and sound
Considers other criteria (e.g. trusting the provider, Information up to date,
knows the author etc.)
Follows a recommendation
Identifies technical headlines and calculates keyword use
Reads descriptions of images, videos and sounds
Calculates other criteria (e.g. trust of domain, Frequency of up dates, general
publicity of the author etc.)
Considers all existing web recommendation (links)
Rating the content of the page
SEO Workflow
En
gin
eeri
ng E
dito
rial
Internal Link Building
Content Strategy
On-page Editorial
External Link Building
On-page Technical
Crawlability
Crawlability: Server Optimization
• HTTP Compression– Having a large website and
millions of pages or URLs means a crawler takes a long time to crawl and index your entire site
– XML Sitemaps and proper link strategy aren’t always enough
– HTTP Compression works like a .zip file
– Reduces download time for users and crawlers
• Conditional GET– Do your pages change often? – Why waste time having
crawlers re-spider your site?– Tell browsers and crawlers that
your pages haven’t changed– Improves index coverage
quickly
IIS 7.0SEO Toolkit
IIS SEO Toolkit
http://www.iis.net/extensions/SEOToolkit
• Site Analysis • Full and deep SEO analysis• Rich dashboard and Query Builder• Detailed path-mapping analysis• IISBot – a fully-featured crawler engine
• Full politeness features: analysis boundaries, number of URLs, max Kbs per URL
• Support for Sitemaps, Robots.txt and “NOINDEX, NOFOLLOW”
• Robots Exclusion• Full graphical user interface, support for filtering, sorting and grouping• Control sitemap locations and “disallow” by path, URL, parameters• “Physical” or “logical” view of your website
• Sitemaps• Full control over sitemaps and sitemap index files• Easy-to-use interface• Tests for broken links
IIS SEO Toolkit
http://www.iis.net/extensions/SEOToolkit
Case StudySEO for MSN Video
Case Study: MSN Videohttp://video.msn.com/video.aspx?mkt=en-gb
Flash
Flash and AJAX
Video in Flash
AJAX
Case Study: MSN Videohttp://video.msn.com/video.aspx?mkt=en-gb
Case Study: MSN Videohttp://video.msn.com/video.aspx?mkt=en-gb
Case Study: MSN Video
• Real URLs – One page per video– http://video.msn.com/?mkt=en-gb&vid=b098ff42-994c-4ebd-8741-1c347373
18b7&playlist=search:q:plane:mk:en-gb:sf:ActiveStartDate:vs:1:cs:ENGB_Stupid%20Videos&tab=s1204718424896&from=video_module
– ...becomes http://uk.video.msn.com/videos/woman-in-airport-strop/ • Build links to the Video pages
– Empower users to share via Social Media and blogging with a single click– Achieve scale by using the inline player on MSN content pages– Show related videos
• Make the pages Crawlable– Get rid of the AJAX– Correct down-level experience
• Build topic relevance– Expose user generated content such as ratings, comments, submitted videos– Display relevant content from around the network in an automated fashion
• Full index coverage– Geo-target individual countries’ Video destination site with Webmaster Tools
validation, META tagging and domain– XML Sitemaps and Robots.txt for each market
