SEO < /> web developers FOR

Universidad CEU San PabloMadrid, 26 febrero 2013

Ruben Martinez

Paradigma | Javahispano

WHAT IS SEo ?

Offpage

Technicalseo

SEO is everything that helps a website generate more revenues from search engines.

Why is technical SEO important

Helps close the gap between web servers and search engines

SEO deals with the bottlenecksin the information �ow

Helps close the gap between search engines and websites

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User

www search flow

Bottlenecks

resources Author/s

Web developer

SEO deals with the bottlenecksin the information �ow

CrawlConnectionsIndexRank

Search enginesWorld Wide Web Site architecture

Structure

Page

SpeedAvailability

Contentrelevance

Contentpurpose

Servers

UNDERSTAND

OPTIMIZE

Save timeand energy

What can SEO do for aweb developer?

Organizefunctionalities

Detectunknownbugs early

Intermediatethe expectationsof UX, design and web developers

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How does an experienced SEO audit a web site

Filter

Gephi

Crawl

Visualize the network and analyze

$ head crawl.txt

$ cut -f1,2 crawl.txt | sed -e 's/http\:\/\/www\.{domain}\.{tld}//g' -e 's/\t/,/g' |grep -v "\.jpg\|http\:|\.css\|\.js" >�ltered.csv

$ head -5 �ltered.csv

Backlinks

Targeted keywords

Content inventory

Site architecture

Site health

Engagement

variables for audit

BacklinksPageRankCompetitionRankingsContent inventoryDuplicate contentPages indexedSite architectureServer logsCrawler reportsEngagement

Ahrefs, OpenSiteExplorerGoogle ToolbarAdword’s Keyword Estimator ToolGoogle Webmasters ToolsXenu, Screaming FrogCopyscapeOperator “site:” on GoogleGephiApache Log Viewer, SplunkGoogle Webmasters ToolsWeb analytics providers

Measurement tools

Link graphExample www.bigdataspain.org

program.php

venue.php

program.pdf

speakers.php

/2012/program.php

terms-and-conditions.pdf

hashtag-traking-live.php

en-index.php

What SEO should developers carry out?

Content is king.Make sure that you have great content.

ImageXML

sitemaps

Reach out to publishers

Upload your content

Upload sitemaps to search engines

Findable content1

ImageXML

sitemaps

<?xml version="1.0" encoding="UTF-8"?> <urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9" xmlns:image="http://www.google.com/schemas/sitemap-image/1.1"> <url> <loc>http://example.com/sample.html</loc> <image:image> <image:loc>http://example.com/image.jpg</image:loc> </image:image> <image:image> <image:loc>http://example.com/photo.jpg</image:loc> </image:image> </url> </urlset>

Clear content

Host your content in an easy-to-reach reliable server

Design a simple site architecture

Link your internal pages sensibly

Curate broken links

URL structure

Avoid frames and �ash

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$ w3m –dump “http://www.ft.com/” less

Accessible content Accessible content

Clear content

Determine the canonical page.

Pagination and canonicalization

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<link rel="canonical" href="http://www.example.com/articlestory=abc&page=2"/>

<link rel="prev" href="http://www.example.com/article?story=abc&page=1&sessionid=123" />

<link rel="next" href="http://www.example.com/article?story=abc&page=3&sessionid=123" />

Controllable contentUse robots.txt

Block bots of spammers and scrapers

Avoid cloaking

Use the metatags noindex, noarchive

Submit URLs you want to remove from Google’s index

Monitor your site for hacked content

Set the crawling rate of Googlebot

Administer your PageRank budget

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Valuable content

Block bots of spammers and scrapers

Write a content management protocol to deal withobsolete content.

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minimise 404 errors and provide a useful 404 page

learn the differences between 301 and 302 redirects and use preferably 301 codes

use the 410 HTTP status code in some cases for empty pages

Measurable contentGet data from:

Server logs

Libraries of tags

Google Analytics

Split tests or tests A/B

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log <- getURL("sftp://user:password@host:/path/to/apache/accesslog.log")

google webmasters Crawl Erros

Crawl StatusCrawl Erros

Index StatusCrawl Status

Search Queries

Setting URL parameters on Google Webmasters Tools

Latent Dirichleet Allocation (LDA)

Prediction of traf�c – valuation of traf�c

International and multilingual SEO

Advanced SEO

thank you

Follow

@paradigmate@javahispano

@rubenmartinezs