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Everything Non-SEOs Need to Know about SEO

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Listen to SEO Strategist George Freitag go over the primary reasons for SEO-web designer/developer smackdowns. Then, learn how to avoid these frustrations while creating great sites that make both sides happy.

In this presentations you'll learn:

- What the most common conflicts between SEOs and other web folk are.
- How to avoid large technical issues that can hurt your site.
- How you can have an SEO strategy that focuses on actual strategy, rather than fixing problems.

... And most imporantly:
How to keep SEOs from getting all up in your business.

Link bundle available at:
http://portent.co/seo-no

Publicada em: Tecnologia, Negócios
  • thank you very much one of you ,, every one of you there is a wonderful heart and welling to help somebody else.. just like me.. God knows how I appreciate all of this just because to all of you guys I am here now..
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Everything Non-SEOs Need to Know about SEO

  1. 1. George Freitag@number1georgegeorge@portent.comEVERYTHING NON-SEOSNEED TO KNOW ABOUT SEOThe Portent Webinar Series
  2. 2. #PORTENTU
  3. 3. portent.co/seo-no(Yes, use .co, not .com)
  4. 4. Once there was a website…Designer Developer Writer SEO
  5. 5. Scroll down there.Now click there.No not there, there.Now go to the otherwindow. No the otherone. No the one in frontof that one.
  6. 6. HOW TO KEEP SEOSFROM GETTING ALL UP IN YOURBUSINESSOMG get the$%&@ awayfrom me.
  7. 7. Things you expect from an SEO301
  8. 8. Things SEOs start doing• Messing with the navigation• Telling you to move pages around• Change around the images• Asking you to change how the sitebehaves• Mess with URLs• Giving UX/UI Advice
  9. 9. What are you doing
  10. 10. We are worried that no one willfind the site.
  11. 11. Content = Good!
  12. 12. Meta Keywords = Bad!
  13. 13. IndexationDuplicationCanonicalizationTHE THREE BIG PROBLEMS
  14. 14. THE THREE BIG PROBLEMSIndexationDuplicationCanonicalization
  15. 15. Search Engines can’t find the words=INDEXATION PROBLEM
  16. 16. misterrobot.comBlah blah KILLERKILL KILL KILLKILL KILLKILLblah blah blahblah blah blah blahblah blah blah blahblah blah blahrobotrus.comBlah blah KILLERROBOTS blah blahblah blah blah blahblah blah blah blahblah blah blah blahblah blah blah blahblah blah blah blahsite1.comBlah blah KILLERROBOTS blah blahblah blah blah blahblah blah blah blahblah blah blah blahblah ROBOTROBOT ROBOTrobertrobot.netBlah blah KILLERROBOTS blah blahblah blah blah blahblah blah blah blahblah blah blah blahblah blah blah blahblah blah blah blahRobots.tvBlah blah KILLERROBOTS blah blahblah blah blah blahblah blah blah blahblah blah blah blahblah blah blah blahblah blah blah blahhellorobot.netBlah blah KILLERROBOTS blah blahblah blah blah blahblah blah blah blahblah blah blah blahblah blah blah blahblah blah blah blahanothersite.comBlah blahROBOTS blah blahblah blah blah blahblah blah blah blahblah KILLER blahblah blah blah blahblah blah blah blahblah blahrobodepo.comBlah blah blah blahblah blah blah blahblah blah KILLERROBOT blah blahblah blah blah blahblah blah blah blahblah blah blahanothersite.comBlah blahROBOTS blah blahblah blah blah blahblah blah blah blahblah KILLER blahblah blah blah blahblah ROBOTKILLBOT blah blah
  17. 17. misterrobot.comBlah blah KILLERKILL KILL KILLKILL KILLKILLblah blah blahblah blah blah blahblah blah blah blahblah blah blahrobotrus.comBlah blah KILLERROBOTS blah blahblah blah blah blahblah blah blah blahblah blah blah blahblah blah blah blahblah blah blah blahhellorobot.netBlah blah KILLERROBOTS blah blahblah blah blah blahblah blah blah blahblah blah blah blahblah blah blah blahblah blah blah blahrobodepo.comBlah blah blah blahblah blah blah blahblah blah KILLERROBOT blah blahblah blah blah blahblah blah blah blahblah blah blahPAGERANKLINKS TRUST MAGIC#1 #2 #3 #4
  18. 18. If robots can’t see thecontentIT DOESN’T MATTER HOWGOOD THE SITE
  19. 19. User-agent: *Disallow: /Robots.txt block
  20. 20. Robots.txt blockBut what if it’s only a few minutes?
  21. 21. Robots.txt blockBigger the brandGreater likelihood the new sitewill get crawled.
  22. 22. Robots.txt blockChange this before the site goes live.
  23. 23. Useful Content
  24. 24. Search engines try to copy human behavior“Rational Surfer Model”
  25. 25. Search engines try to copy human behavior
  26. 26. Search engines try to copy human behavior
  27. 27. Search engines try to copy human behavior
  28. 28. Starts clicking on things
  29. 29. Clicks on more things
  30. 30. Does everything it thinks a human would
  31. 31. But it’s not human
  32. 32. What you see
  33. 33. What robot sees
  34. 34. Logos are OK
  35. 35. But for everything else
  36. 36. Don’t do this.
  37. 37. Examples of webfonts
  38. 38. More hidden contentMarco!Polo!
  39. 39. SEOs sometimes ask to makechanges in the navigation
  40. 40. You need to be able to get to a page bydoing this:ProductPageCategoryPage(click!)Homepage(click!)
  41. 41. But in a way that communicates thehierarchy of the siteHOMECATEGORYPRODUCTPRODUCTCATEGORYPRODUCTPRODUCT
  42. 42. Things robots can’t use:
  43. 43. Architecture can show a page’srelevancy and importanceHOMECATEGORYPRODUCTPRODUCTCATEGORYPRODUCTPRODUCT
  44. 44. Hey look at me!
  45. 45. It needs to be in a placesomeone would actually click.
  46. 46. But no one ever clicks there!(sorry!)
  47. 47. More hidden contentMarco!Polo!
  48. 48. New content, same URL• Frames• Iframes• Flash
  49. 49. New content, same URLServing new content through JavaScript orAJAX
  50. 50. New content, same URLHeaderNavigationContent Contentwww.bestsiteever.biz/page2.htmlNewContent!
  51. 51. • Make sure you every page can be reachedthrough clicks• Whenever content changes, the URLchanges.Sure-fire way to keep SEOs away:
  52. 52. THE THREE BIG PROBLEMSIndexationDuplicationCanonicalization
  53. 53. Your site says the same thing asa bunch of other sitesYour site says the same thing asa bunch of other sitesYour site says the same thing asa bunch of other sitesYour site says the same thing asa bunch of other sitesYour site says the same thing asa bunch of other sitesYour site says the same thing asa bunch of other sites
  54. 54. “Scraping” contentGrabbing other people’s content using somesort of automated method.
  55. 55. Copying specific contentLike “about” or “legal” or “how to”pages
  56. 56. Pulling in feedsAutomatically publishing contentfrom other providers
  57. 57. Google had an update just toaddress this.
  58. 58. Syndicating your own content(Best Guess)(Next BestGuess)(Maybe this?)(Hail Mary)
  59. 59. Search engines only showUNIQUE CONTENT
  60. 60. These are all variationsof pulling in other contentyoursite.com
  61. 61. But also it can occurwhen you push out yourown contentyoursite.com
  62. 62. But it’s my content!
  63. 63. Option 1:Show site that has all your stuffOption 2:Show site that has all your stuff plus morestuff✓
  64. 64. Don’t let your content be on other sitesSure-fire way to keep SEOs away:
  65. 65. • Special descriptions• Exclusive articles• Unique category descriptions• Anything that adds valueBut that’s not always possible
  66. 66. NO. (sorry) It’s one of those things you needto keep doing forever.Can we keep people from stealingour stuff?
  67. 67. THE THREE BIG PROBLEMSIndexationDuplicationCanonicalization
  68. 68. DUPLICATION =The same content appearing ondifferent pages.
  69. 69. CANONICALIZTION =The same page appearing indifferent ways.DUPLICATION =The same content appearing ondifferent pages.
  70. 70. DuplicationProblemHello,I love longwalks, travel, andcrushing thehuman spirit.
  71. 71. Hello,I love longwalks, travel, andcrushing thehuman spirit.DuplicationProblem
  72. 72. Hello,I love longwalks, travel, andcrushing thehuman spirit.DuplicationProblem
  73. 73. Hello,I love longwalks, travel, andcrushing thehuman spirit.CanonicalizationProblem
  74. 74. Hello,I love longwalks, travel, andcrushing thehuman spirit.CanonicalizationProblem
  75. 75. Hello,I love longwalks, travel, andcrushing thehuman spirit.CanonicalizationProblem
  76. 76. So, how does this affect me?
  77. 77. If Google spends all it’s time crawlingthe same page over and over again, itmay not get to other pages.Crawl budget
  78. 78. CannibalizationIf you have multiple versions of thesame page, Google won’t know which torank.
  79. 79. Split authorityLots of shares and links to differentpages instead of all going to the samepage.
  80. 80. So it’s bad. Got it.
  81. 81. http://www.yoursite.comhttp://yoursite.comhttp://www.yoursite.com/Default.aspxhttp://www.yoursite.com/default.aspxhttp://www.yoursite.com/default.aspx?mobile=yhttps://www.yoursite.com/https://www.yoursite.com/Default.aspx?campainhttps://yoursite.com/default.aspx?mobile=yes&http://yoursite.com/default.aspx?top_navhttp://yoursite.com/Home?top_navhttps://yoursite.com/Default.aspx?mobile=yes&Most common
  82. 82. Apache:.htaccess fileIIS:Services Managerhttps://httpd.apache.org/docs/2.0/rewrite/rewrite_guide.htmlhttp://stackoverflow.com/questions/9302880/url-canonicalization-apache-mod-rewritehttp://www.iis.net/learn/extensions/url-rewrite-module/iis-url-rewriting-and-aspnet-routinghttp://stackoverflow.com/questions/4821862/redirect-visitors-to-the-canonical-url-for-a-page-using-iisURL Normalization
  83. 83. Simple parameter issue
  84. 84. APRODUCTwww.hotproducts.biz/product.htmlMEDIUMSMALLLARGEGREENBLUEORANGESimple parameter issue
  85. 85. GREENAPRODUCTwww.hotproducts.biz/product.html?sz=mMEDIUMSMALLLARGEBLUEORANGESimple parameter issue
  86. 86. GREENAPRODUCTwww.hotproducts.biz/product.html?sz=m&color=greenMEDIUMSMALLLARGEBLUEORANGESimple parameter issue
  87. 87. www.hotproducts.biz/product.htmlwww.hotproducts.biz/product.html?sz=mwww.hotproducts.biz/product.html?sz=m&color=greenwww.hotproducts.biz/product.html?sz=s&color=orangewww.hotproducts.biz/product.html?sz=l&color=blueAPRODUCTSimple parameter issue
  88. 88. If this get popularAPRODUCT
  89. 89. Everything points to different pagesAPRODUCTAPRODUCTAPRODUCT
  90. 90. Instead of oneAPRODUCT
  91. 91. Don’t use parameters for variations of thesame page.Sure-fire way to keep SEOs away:
  92. 92. If a variation of a page NEEDS to have it’sown URL use a hashtag (#)(for now)Or…
  93. 93. APRODUCTwww.hotproducts.biz/producta.htmlBPRODUCTCPRODUCTRelated ProductsBig parameter issue
  94. 94. BPRODUCTwww.hotproducts.biz/productb.html?ref=prodAAPRODUCTCPRODUCTRelated ProductsBig parameter issue
  95. 95. APRODUCTwww.hotproducts.biz/producta.html?ref=prodA&ref=prodBBPRODUCTCPRODUCTRelated ProductsBig parameter issue
  96. 96. BPRODUCTwww.hotproducts.biz/productb.html?ref=prodA&ref=prodB&APRODUCTCPRODUCTRelated ProductsBig parameter issue
  97. 97. www.hotproducts.biz/productb.html?ref=prodA&ref=prodB&Big parameter issue
  98. 98. Avoid using parameters for behavior trackingWhat to do about this?
  99. 99. Ads and Emails are OKJust make sure they stay in the ads andemails
  100. 100. <link rel="canonical"href="http://www.link.com/product.html" />Canonical Tag
  101. 101. Canonical TagHey I know it says/product.html&sz=lbut it’s really just/product.html ok?www.hotproducts.biz/product.html&sz=l
  102. 102. www.hotproducts.biz/product.html&sz=lCanonical Tag
  103. 103. www.hotproducts.biz/product.html&sz=lAAAAKCanonical Tag
  104. 104. SEOs Love Simple URL StructureOne Page = One URL
  105. 105. Even with mobile?
  106. 106. YES
  107. 107. SEOs love responsive design/samepage.html/samepage.html/samepage.html
  108. 108. IndexationDuplicationCanonicalizationTHE THREE BIG PROBLEMSContent can be foundContent is uniqueContent only displaysunder one URL
  109. 109. This is everything right?Actually…
  110. 110. Preventing these problems1. Planning2. Implementation
  111. 111. Fixing these problems1. Diagnosis2. Implementation3. Fixing Internal Links4. Fixing External Links5. De-indexing content6. Re-indexing content7. Begging Google to please give us one lastchance!
  112. 112. Instead of thisOK, it’s time tolaunch thewebsite, let’s callthe SEO.
  113. 113. Do this. Let’s start workingon this website.Meet the SEO!
  114. 114. SEO Secret!
  115. 115. (We’ll leave you alone)
  116. 116. Things SEOs Love301
  117. 117. portent.co/seo-no(Yes, use .co, not .com)
  118. 118. Q&A#PORTENTU
  119. 119. Me:@number1george

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