This document discusses strategies for improving SEO, including using microformats and schema to increase click-through rate, reducing page load times to decrease bounce rates, and properly handling links and redirects to maintain link juice. It provides examples of implementing microformats, measuring page speed, and types of redirects. The document recommends names, titles, and URLs to help pages rank better in search engines.

1. SEO
Michel Ozzello - Next Step - May 2012

4. http://www.seomoz.org/google-algorithm-change

6. So, where do we start

7. http://www.seomoz.org/article/search-ranking-factors

11. 3
Tips for Geeks

13. Page Title
Meta Description

16. NOTE: Next 5 slides taken from http://www.seomoz.org/webinars/microformats-real-life-use-cases

17. How does this work?
Structured Extended
Data Vocabulary
Microdata
+
Schema.org
Microformats
RDFa
microformats.org - schema.org - www.w3.org/TR/xhtml-rdfa-primer/

18. AggregateRating Product > Offers
<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>

19. Author
Breadcrumbs
Actors Movie Director
Event
Music Recording
http://www.seomoz.org/blog/schema-examples

20. Tools:
• Schema-creator.org
• Microformats for Chrome
• Microdata Tool
• Bing Web Master Tools
• Google’s Rich Snippets Testing Tool
nextstep 2012

22. http://blog.yottaa.com/2010/10/how-to-measure-page-load-time-with-google-analytics

23. visiblefactors.com/blog/575-site-speed-reducing-page-load-times-and-increasing-pages-crawled/

24. Speed up your web sites / web apps
• Reduce server requests
• Minify JavaScript and CSS
• Make JavaScript and CSS External
http://developer.yahoo.com/performance/rules.html

25. Page Start
Scripts
Styles
Content Start !!!

26. 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
http://www.spritecow.com

28. Hey Marketers!
This is where you do your magic…
Make sure people
[share, like, +1, tweet]
[link to]
[write about]
this site / app / page

29. nextstep 2012

30. Link Juice
A B
http://thekeywordacademy.com/link-juice-explained

31. Page Moved…
Link Juice 301
302
http://stackoverflow.com/questions/621107/asp-net-redirect-301
http://www.somacon.com/p145.php

32. Link Juice 301
Ooops!
404

33. Duplicate Pages / Page Elements
Forum A Forum A Forum A
http://www.seomoz.org/blog/duplicate-content-in-a-post-panda-world

34. http://support.google.com/webmasters/bin/answer.py?hl=en&answer=1663744
http://googlewebmastercentral.blogspot.pt/2011/09/pagination-with-relnext-and-relprev.html

35. 3 more tips:
• Give relevant names to pages
Not PortalSelfServiceUserRegistration.aspx
• Give pages unique titles
Make them dynamic if you need to.
• Use better URLs
www.yoursite.com/somepage.aspx?parameter1=X&parameter2=Y&parameter3=Z
www.yoursite.com/X/Y/Z/somepage
nextstep 2012

36. Wrap-up
1. Increase CTR
Use microformats and schema
2. Reduce Bounce Rates
Improve Page Load time
3. Cherish Your Link Juice
301 redirects, paginantion…
nextstep 2012

37. Thank you!
michel.ozzello@outsystems.com
http://about.me/michelozzello