Talk about the technical side of SEO with best (and worst) practices for optimizing your webpage both for visitors and searchbots.

1. SEO for
developers
javier ramírez
http://javier-ramirez.com
http://aspgems.com

2. traditional SEO
1. You don't ask questions.
2. You don't ask questions.
3. No excuses.
4. No lies.
5. You have to trust Tyler.
“the rules of project mayhem”, Fight Club, by Chuck Palahniuk

3. SEO for developers
“Dating is never easy for engineers. A normal person will employ
various indirect and duplicitous methods to create a false
impression of attractiveness. Engineers are incapable of placing
appearance above function.
For society, it’s probably a good thing that engineers value
function over appearance. For example, you wouldn’t want
engineers to build nuclear power plants that only look like they
would keep all the radiation inside. “
“dating and social life”, The Dilbert Principle, by Scott Adams

4. google-centric presentation
Most search standards come from or are early
adopted by google
Google talks a lot about the internals, the best
and the worst practices
Google provides excellent tools for webmasters

5. optimize for the people!
Even though this guide's title contains the words "search engine", we'd
like to say that you should base your optimization decisions first and
foremost on what's best for the visitors of your site.
They're the main consumers of your content and are using search
engines to find your work. Focusing too hard on specific tweaks to gain
ranking in the organic results of search engines may not deliver the
desired results.
Search engine optimization is about putting your site's best foot forward
when it comes to visibility in search engines.

6. life of a google quer y
http://www.google.com/corporate/tech.html

7. two main goals
to be relevant (content match)
to be important (originality, reputation)

8. pagerank flow
http://www.mattcutts.com/blog/pagerank-sculpting/

9. trial and error
first impressions count (google son los padres)
even google makes SEO mistakes

10. browsing results

11. content - basics
Valid HTML
Encoding matches the declared encoding
Language matches the declared language
Good title, description, <h1>, text and links

12. content - title
● Take advantage of the title space given (60)
● Accurately describe the page (and product)
to search engines and users
● Take advantage of your brand name
● Include words that users would likely search
for to find the product

13. content - description
● Take advantage of the space given (2 lines)
●Accurately describe the page to search
engines and users (doesn't affect ranking)
● Include words that users would likely search
for to find the product
● Open directory (NOODP meta tag)

14. good title , bad description

15. good title – only for Spain

16. content myth exposed
keywords are irrelevant

17. content – semantic html
Each different page should have a different <h1>
Sensible <h2> and <h3>
<bold> is (somehow) relevant. Use CSS instead
Every image should have a good “alt”, not a full
sentence, but a concise phrase

18. content – good copy
original content
write with real words, for real people, use sentences
and synonyms
content related to title, description, headers...
keyword density (https://adwords.google.com/select/KeywordToolExternal)

19. content – bad practices
hiding text (with styles, colors, sizes...)
different versions for robots and humans
use sentence variations or misspellings to get more
matches
use “artificial” headings (empty sections or unrelated
content)
100 K limit for indexing

20. layout – URLs
Attractive URLs are potential keywords matches
Use “-” as separator. Word order is irrelevant
Params are OK. Sometimes they are even better
Subdirectories are faster than subdomains
Users can (and will) manipulate URLs
http://buscarmedico.sanitas.es/es/vizcaya/bilbao/implantologia/cirugia-oral-
maxilofacial
http://buscarmedico.sanitas.es/es/vizcaya/bilbao

21. layout – directories
Clear hierarchical structures allow for easier
navigation for both users and robots
Hierarchical structures are candidates for
breadcrumbs and sitelinks on search snippets
Try to avoid complex/deep nesting
Having a consistent directory for images and other
static content makes them easier to discover and
index

22. layout - sitelinks

23. layout - breadcrumbs

24. layout – links
Good anchors in links. Use concise relevant phrases
(hint: “see more” is not a good one)
Links order in page is irrelevant
Try not to get more than 100 links per page

25. reputation – duplicate URLs
Identify canonical URL. Trailing / is significant.
google.com/products <> google.com/products/
Use 301 when possible (302 doesn't pass rep.)
Keep all links consistent, particularly the logo link
Use the params options in Google Webmaster Tools

26. reputation – duplicate content
Original content throughout the site. Similar pages
can be taken as duplicate
Title and description must be unique
Different versions in different languages are not
duplicates

27. reputation – nofollow
The general recommendation is not using nofollow
for pagerank sculpting and let the Pagerank flow.
Nofollow is OK when linking to user submitted
content (like comments in a blog)

28. indexing – robots.txt
By default everything is indexable. Use robots.txt to
protect URLs
http://www.robotstxt.org/
Avoid disallowing on sites with a 301
If we cannot control the root directory, use the
metas “noindex”, “nofollow” instead

29. indexing - robots.txt fail

30. indexing – sitemaps
Help crawlers discover all your URLs. Combine with
nofollow for pagination links
Up to 55000 URLs per file. Can use several files.
Cache sitemaps to avoid overloading your site
There are special sitemaps for video, news, mobile
webs, and code

31. indexing – other contents
Real time web/feeds
PDF, Word, Excel, ODT, images, videos
Flash
Javascript
Forms
Ajax

32. rich snippets - microformats
events
reviews
people
videos
business
products

33. microformats - reviews

34. Microformats – people , video

35. rich snippets - others
Anchors may appear as subpages
Local Business center improves geosearch
Google Base/Merchant Center/Checkout

36. rich snippets - anchors

37. rich snippets – local business
center and events microformat

38. http headers
regular pages should return 200
not found pages should return 404
error pages should return 500
maintenance/overload pages should return 503
temporary redirections should return 302
permanent redirections should return 301

39. st
submit your site (1 time)
http://www.dmoz.org/add.html
http://www.google.com/addurl/
http://siteexplorer.search.yahoo.com/submit
http://www.bing.com/webmaster/SubmitSitePage.aspx
http://blogsearch.google.com/ping?url=XXXX

40. monitoring
webmaster tools
analytics
website optimizer
http://browsersize.googlelabs.com/

41. webmaster tools over view
sitemaps, sitelinks, querystring params
●
preferred domain, geotargetting
●
keywords, top searchs
●
internal and external links
●
crawling stats, status and html suggestions
●
speed stats
●
fetch as google bot and malware detection
●

42. useful resources (google them)
Google's SEO Starter Guide - How to get started with search
engine optimization
Google Webmaster Central Blog - Frequent posts on how to
improve your site with optimizations and tools
Google Webmaster Help Center - Technical recommendations and
guidelines for webmasters
Matt Cutts' blog
Search Engine Land blog

43. ¡ gracias!
http://aspgems.com

44. SEO for
developers
javier ramírez
http://javier-ramirez.com
http://aspgems.com