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Hardcode SEO
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Transcript of Hardcode SEO
Michel Ozzello - Next Step - May 2012
SEO
http://www.seomoz.org/google-algorithm-change
So, where do we start
?
http://www.seomoz.org/article/search-ranking-factors
LIGHT AT THE END OF THE TUNNEL
3Tips for Geeks
1
Page Title
Meta Description
NOTE: Next 5 slides taken from http://www.seomoz.org/webinars/microformats-real-life-use-cases
How does this work?
microformats.org - schema.org - www.w3.org/TR/xhtml-rdfa-primer/
Structured Data
MicrodataMicroformats
RDFa
Extended Vocabulary
Schema.org+
<div itemscope itemtype="http://schema.org/Product">
<img src="http://i.ebayimg.com/t/Logitech-Revue-Google-TV/23/xyz.JPG" alt="Logitech Revue With Google TV" itemprop="image">
<div class="pnr-txt" itemprop="description"> The Logitech Revue is a media streamer with Google TV, which serves is a complete entertainment system. With its Ethernet Interface, this Logitech Smart TV allows ... </div>
<a itemprop="aggregateRating" itemtype="http://schema.org/AggregateRating" href="#pbe-rvws"> <span itemprop="ratingValue" content="4"></span> <span itemprop="ratingCount" content="80"></span> User reviews <span itemprop="reviewCount">80</span>
<div itemprop="offers" itemscope="itemscope" itemtype="http://schema.org/Offer"> New <span itemprop="price">$149.98</span> <span itemprop="priceCurrency" content="USD"></span> </div>
<div itemprop="offers" itemscope="itemscope" itemtype="http://schema.org/Offer"> New: other <span itemprop="price">$79.99</span> <span itemprop="priceCurrency" content="USD"></span> </div></div>
AggregateRating Product > Offers
Actors Movie Director
Event
Music Recording
Breadcrumbs
http://www.seomoz.org/blog/schema-examples
Author
nextstep 2012
Tools:• Schema-creator.org• Microformats for Chrome• Microdata Tool• Bing Web Master Tools• Google’s Rich Snippets Testing Tool
2
http://blog.yottaa.com/2010/10/how-to-measure-page-load-time-with-google-analytics
visiblefactors.com/blog/575-site-speed-reducing-page-load-times-and-increasing-pages-crawled/
http://developer.yahoo.com/performance/rules.html
Speed up your web sites / web apps
• Reduce server requests• Minify JavaScript and CSS• Make JavaScript and CSS External
Styles
Scripts
Page Start
Content Start !!!
http://www.spritecow.com
Speed up your web sites / web apps
• Reduce server requests• Minify JavaScript and CSS• Make JavaScript and CSS External• Gzip components • Compress and cache images • use timestamps to invalidate cache
• Use Image Sprites (load once, use often)• Use a CDN service
3
Hey Marketers!
This is where you do your magic…Make sure people
[share, like, +1, tweet] [link to]
[write about]
this site / app / page
nextstep 2012
Link Juice
http://thekeywordacademy.com/link-juice-explained
BA
Page Moved…
http://stackoverflow.com/questions/621107/asp-net-redirect-301http://www.somacon.com/p145.php
Link Juice 301
302
Ooops!Link Juice 301
404
Duplicate Pages / Page Elements
http://www.seomoz.org/blog/duplicate-content-in-a-post-panda-world
Forum A Forum A Forum A
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=1663744http://googlewebmastercentral.blogspot.pt/2011/09/pagination-with-relnext-and-relprev.html
nextstep 2012
3 more tips:
• Give relevant names to pagesNot PortalSelfServiceUserRegistration.aspx
• Give pages unique titlesMake them dynamic if you need to.
• Use better URLswww.yoursite.com/somepage.aspx?parameter1=X¶meter2=Y¶meter3=Zwww.yoursite.com/X/Y/Z/somepage
nextstep 2012
Wrap-up1. Increase CTR
Use microformats and schema
2. Reduce Bounce Rates Improve Page Load time
3. Cherish Your Link Juice 301 redirects, paginantion…
http://about.me/michelozzello
Thank [email protected]