OutSystems - Hardcore SEO - NextStep 2012
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Michel Ozzello Next Step May 2012 SEO
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Most developers look at SEO as a marketing game and marketers as tech-clueless folks who use tricks like keyword stuffing, link building and other shady techniques to improve their rankings. The truth is that SEO is actually a hardcore function that relies heavily of technology and, in particular, on good web development practices. To deliver great customer facing applications developers need to understand SEO better, so they can get their apps to rank well naturally and drive more business demand. This session will look into the key elements for good SEO and explain how developers should use them correctly to ensure that their web apps will rule in the search engine results (without the help of those clueless marketers).
Transcript of OutSystems - Hardcore SEO - NextStep 2012
Michel Ozzello -‐ Next Step -‐ May 2012
SEO
h6p://www.seomoz.org/google-‐algorithm-‐change
So, where do we start
?
h6p://www.seomoz.org/arCcle/search-‐ranking-‐factors
3 Tips for Geeks
1
Page Title
Meta DescripCon
NOTE: Next 5 slides taken from h6p://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
Microdata Microformats
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>
AggregateRaCng Product > Offers
Actors Movie Director
Event
Music Recording
Breadcrumbs
h6p://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 TesCng Tool
2
h6p://blog.yo6aa.com/2010/10/how-‐to-‐measure-‐page-‐load-‐Cme-‐with-‐google-‐analyCcs
visiblefactors.com/blog/575-‐site-‐speed-‐reducing-‐page-‐load-‐Cmes-‐and-‐increasing-‐pages-‐crawled/
h6p://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 !!!
h6p://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 Cmestamps to invalidate cache • Use Image Sprites (load once, use oaen) • 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
h6p://thekeywordacademy.com/link-‐juice-‐explained
BA
Page Moved…
h6p://stackoverflow.com/quesCons/621107/asp-‐net-‐redirect-‐301 h6p://www.somacon.com/p145.php
Link Juice 301
302
Ooops! Link Juice 301
404
Duplicate Pages / Page Elements
h6p://www.seomoz.org/blog/duplicate-‐content-‐in-‐a-‐post-‐panda-‐world
Forum A Forum A Forum A
h6p://support.google.com/webmasters/bin/answer.py?hl=en&answer=1663744 h6p://googlewebmastercentral.blogspot.pt/2011/09/paginaCon-‐with-‐relnext-‐and-‐relprev.html
nextstep 2012
3 more Cps: • Give relevant names to pages
Not PortalSelfServiceUserRegistraCon.aspx
• Give pages unique Ctles Make them dynamic if you need to.
• Use be6er URLs www.yoursite.com/somepage.aspx?parameter1=X¶meter2=Y¶meter3=Z www.yoursite.com/X/Y/Z/somepage
nextstep 2012
Wrap-‐up 1. Increase CTR
Use microformats and schema
2. Reduce Bounce Rates Improve Page Load Cme
3. Cherish Your Link Juice 301 redirects, paginanCon…
