Search Engine Friendly Design

1
Search Engine Friendly Design If You Build It,
Will They Come?
2
Why Do Search Engines RequireSpecific
Architecture?
3
Limits on Crawling Indexing
4
Limits on Detecting Quality
5
Limits on Detecting Intent
6
Why Make a Site's EngineeringSearch-Engine
Friendly?
7
Accessibility
8
Targeting
9
Market-ability
10
How Usability User ExperienceInfluence Search
Rankings
11
Happy Users More Links
12
Users Link to Usable Pages
13
More Links Higher Rankings
14
The Basics ofSearch Friendly Webdev
15
Spider-Ability
16
Keyword Targeting
17
Site Architecture
18
Appealing to Linkers
19
Step OneDesigning Site Architecture
20
Category Structuring
Make It Logical
21
Broad gt Narrow Topical Relevance
Make It SemanticallyValuable
22
Flat vs. Deep Architecture
Make It Easy to Crawl
23
TacklingTechnical Issues
24
Spider Accessibility

• Multiple URL Parameters
• Frames
• Flash / Video / Audio Content
• AJAX
• Forced Form Submission
• Calendaring-Only Archive
• Meta Noindex
• Robots.txt
• Server Timeouts

25
URL Structures

• Describe Your Content
• Keep it Short
• Static is the Way the Light
• Descriptives are Better than Numbers
• Keywords Never Hurt
• Subdomains Aren't the Answer
• Fewer Folders
• Hyphens Separate Best
• Stick with Conventions
• Don't be Case Sensitive
• Don't Append Extraneous Data

26
Good URL Structures
http//www.amazon.com/printers/hp/deskjet-550
http//www.cnn.com/sports/nba/2007-06-16/cavs-lose
-title-chance
Poor URL Structures
http//www.amazon.com/hp?CATid432pg2334glamtU
USESSID357f
http//www.cnn.com/story/storydetail/4349062ULTa
sudh82f
27
Frames
28
Parse-able Code
29
Flash, Java, Audio Video
30
AJAX Javascript
31
Server, Hosting IP Issues
32
Hitting the Right Spot withKeyword Targeting
33
Heads Tails of the Search Demand Curve
34
Title Tags
35
Meta Description Tags
Meta descrips in SERPs and in HTML
36
Meta Keywords Tag?
Meta Keywords in HTML
37
Header Tags
38
Document Text
39
Avoiding Keyword Cannibalization
40
Link Anchor Text
41
Alt Tags
Alt Tag for Image
42
Content Delivery Search Spider Control
43
Restricting Spider Access

• IP Address
• User-Agent
• Meta Noindex
• Robots.txt
• Flash/Images/Javascript

44
Duplicate Content Issues
45
How Search Engines HandleDuplicate Content
Step 1
46
How Search Engines HandleDuplicate Content
Step 2
47
Step 3
48
How Search Engines HandleDuplicate Content
Step 4
49
International Multiple Language Issues
50
Cloaking Segmenting Content Delivery

• IP Address
• User-Agent
• Session IDs
• Cookies
• Flash/Images/ Javascript

51
Managing theFlow of Link Juice
52
Every Domain Only Has So Much Juice

• 3 Sources
• Inherent Juice
• Internal Links
• External Links

53
External Links are a Primary Sourceof a
Domain's Initial Juice
54
Internal Link Structures DetermineHow the Juice
Flows

• Optimizing the Flow of Juice Can
• Get More Pages Indexed
• Earn Better Rankings
• Make Good Content More Visible

55
Controls Architecture To Manage Flow

• Available Useful Controls
• Categorization Archiving Systems
• AJAX I-Frames
• 301 re-directs
• Links with relnofollow
• Meta Robots noindex, follow
• Robots.txt to prohibit pages

56
QAExemplary Engineering