Presentation on SEO strategies by Thirdparty Labs and Shovemedia for the NCSU Web Developer Group. April 22, 2009

1. Search
Engine
Optimization
Rob Ruchte & Jon Williams
April 22, 2009

2. Why should we trust your
information about SEO?
-Jonathan Champ

3. Why should we trust your
information about SEO?
-Jonathan Champ
We’re not SEO salesmen - we’re developers

4. Why should we trust your
information about SEO?
-Jonathan Champ
We’re not SEO salesmen - we’re developers
What makes you an expert?

5. Why should we trust your
information about SEO?
-Jonathan Champ
We’re not SEO salesmen - we’re developers
What makes you an expert?
We’ve been building sites since BG (Before Google),
have witnessed the evolution of SE technology

6. Why should we trust your
information about SEO?
-Jonathan Champ
We’re not SEO salesmen - we’re developers
What makes you an expert?
We’ve been building sites since BG (Before Google),
have witnessed the evolution of SE technology
We work for ad agencies who promise their clients
big SE results - we have to deliver.

7. Why should we trust your
information about SEO?
-Jonathan Champ
We’re not SEO salesmen - we’re developers
What makes you an expert?
We’ve been building sites since BG (Before Google),
have witnessed the evolution of SE technology
We work for ad agencies who promise their clients
big SE results - we have to deliver.
For which keywords do you rank well?

8. How does Google’s
PageRank work?
http://en.wikipedia.org/wiki/PageRank

9. Strategic Outline

10. Strategic Outline
(Text) Content Tactics

11. Strategic Outline
(Text) Content Tactics
(Graphic) Design Tactics

12. Strategic Outline
(Text) Content Tactics
(Graphic) Design Tactics
Technology Tactics

13. Strategic Outline
(Text) Content Tactics
(Graphic) Design Tactics
Technology Tactics
Social Tactics

14. Content: King
is, was, and will always be.

15. Content: King
is, was, and will always be.
Secret sauce = snake oil

16. Content: King
is, was, and will always be.
Secret sauce = snake oil
Spend 80% of your efforts developing great content.

17. Content: King
is, was, and will always be.
Secret sauce = snake oil
Spend 80% of your efforts developing great content.
Keyword refinement & SEM comes last. (20%)

18. Content: Be Remark-able!
Be Remarkable.
http://www.ted.com/index.php/talks/
seth_godin_on_sliced_bread.html

19. Content

20. Content
Safe = Boring = Death

21. Content
Safe = Boring = Death
As fresh as possible, as often as possible.

22. Content: Semantics

23. Content: Semantics
Sprinkle keywords (lightly!)
across hierarchy of semantic tags.
<TITLE>
<H1>, <H2>, <H3>, etc
<strong>, <emphasis>
<img alt=”Image Description” />
<meta> (deprecated?) Yahoo still considers keywords

24. Content: Keywords

25. Content: Keywords
Work your target keywords and keyword phrases into
header, link, and paragraph content.

26. Content: Keywords
Work your target keywords and keyword phrases into
header, link, and paragraph content.
Use synonyms: http://thesaurus.com

27. Content: K.I.S.S.

28. Content: K.I.S.S.
Quality over Quantity

29. Content: K.I.S.S.
Quality over Quantity
Web users favor scanning over reading. Keep it short
and specific.

30. Content: K.I.S.S.
Quality over Quantity
Web users favor scanning over reading. Keep it short
and specific.
Google favors pages with high (relevant) keyword
density.

31. Content: K.I.S.S.
Quality over Quantity
Web users favor scanning over reading. Keep it short
and specific.
Google favors pages with high (relevant) keyword
density.
Break longer pages into parts.

32. Content: Generic vs Specific

33. Content: Generic vs Specific
Both! Create a content hierarchy

34. Content: Generic vs Specific
Both! Create a content hierarchy
From more generic to more specific.

35. Content: Generic vs Specific
Both! Create a content hierarchy
From more generic to more specific.
Allow users to read (and link to)
the appropriate level of detail.

36. Content: Generic vs Specific
Both! Create a content hierarchy
From more generic to more specific.
Allow users to read (and link to)
the appropriate level of detail.
For example: http://www.instructables.com/

37. Content: ISO Perfection
In Search Of Perfection
http://www.ted.com/index.php/talks/
malcolm_gladwell_on_spaghetti_sauce.html

38. Content
There is no perfect page.
There are only perfect pages.

39. Content: Outgoing Links

40. Content: Outgoing Links
Your outgoing links help search engines place you in
the right “neighborhood.”

41. Content: Outgoing Links
Your outgoing links help search engines place you in
the right “neighborhood.”
Pick a neighborhood with high PageRank.

42. Content: Outgoing Links
Your outgoing links help search engines place you in
the right “neighborhood.”
Pick a neighborhood with high PageRank.
Misconceptions

43. Content: Outgoing Links
Your outgoing links help search engines place you in
the right “neighborhood.”
Pick a neighborhood with high PageRank.
Misconceptions
PageRank dilution

44. Design
Before you’ve read a single word, you’ve already
formed an opinion about a site’s quality based purely
on an emotional response to the design.
So do visitors to your site. Don’t give them an excuse
not to link to you.

45. Design: Typography

46. Design: Typography
Typography for Dummies:
http://www.markboulton.co.uk/journal/comments/
five_simple_steps_to_better_typography/

47. Design: Typography

48. Design: Typography
No more than 2 - 3 alphabets per line in length.
(~80 characters)

49. Design: Typography
No more than 2 - 3 alphabets per line in length.
(~80 characters)
Leading wider than word spacing

50. Design: Typography
No more than 2 - 3 alphabets per line in length.
(~80 characters)
Leading wider than word spacing
White text on black?

51. Design: Typography
No more than 2 - 3 alphabets per line in length.
(~80 characters)
Leading wider than word spacing
White text on black?
Increase the leading & tracking

52. Design: Typography
No more than 2 - 3 alphabets per line in length.
(~80 characters)
Leading wider than word spacing
White text on black?
Increase the leading & tracking
Decrease your font-weight.

53. Design: Typography

54. Design: Typography
size relationships between body copy, headers,
subheaders, etc. For example:

55. Design: Typography
size relationships between body copy, headers,
subheaders, etc. For example:
<H1> 24px, <H2> 18px, <H3> 16px, <H4> 13px,
<body> 11px

56. Design: Typography
size relationships between body copy, headers,
subheaders, etc. For example:
<H1> 24px, <H2> 18px, <H3> 16px, <H4> 13px,
<body> 11px
weight relationships - For example:
primary, secondary, tertiary, quaternary, QUINTARY

57. Design: Whitespace

58. Design: Whitespace
http://www.alistapart.com/articles/whitespace

59. Design: Whitespace
http://www.alistapart.com/articles/whitespace
Striking a balance between the page’s whitespace and
areas of high detail allow you to guide the eye from
element to element in a predictable way.

60. Design: Whitespace
http://www.alistapart.com/articles/whitespace
Striking a balance between the page’s whitespace and
areas of high detail allow you to guide the eye from
element to element in a predictable way.
Notice how bullet-to-bullet linespacing is greater than
the linespacing within rows of a single bullet?

61. Design: Minimalism

62. Design: Minimalism
Minimalist designs:

63. Design: Minimalism
Minimalist designs:
are more easily achieved because there are fewer page
elements to create and make work together.

64. Design: Minimalism
Minimalist designs:
are more easily achieved because there are fewer page
elements to create and make work together.
can be scientifically compared for effectiveness.

65. Design: Minimalism
Minimalist designs:
are more easily achieved because there are fewer page
elements to create and make work together.
can be scientifically compared for effectiveness.
can be aggregated into more complex designs.

66. Technology: Semantics

67. Technology: Semantics
<TITLE>, <H1><H2><H3>, <strong><emphasis>,
<img alt=”Image Description” />,
<a href=”http://domain.com/human-readable.html” />

68. Technology: HTML

69. Technology: HTML
Google uses the first 70 characters of page titles

70. Technology: HTML
Google uses the first 70 characters of page titles
Titles should be More Specific -> Less Specific

71. Technology: HTML
Google uses the first 70 characters of page titles
Titles should be More Specific -> Less Specific
For example:
Product Feature | Product Name | Company
instead of:
Company | Product Name | Product Feature

72. Technology: CSS
Use advanced CSS to implement the designer’s vision

73. Technology: CSS
Use advanced CSS to implement the designer’s vision
Style lists with sprites for attractive yet usable multi-
state navigation

74. Technology: CSS
Use advanced CSS to implement the designer’s vision
Style lists with sprites for attractive yet usable multi-
state navigation
Style headings with background images for non-
standard fonts

75. Technology: CSS
Use advanced CSS to implement the designer’s vision
Style lists with sprites for attractive yet usable multi-
state navigation
Style headings with background images for non-
standard fonts
Download demo of these techniques:
http://karoshiethos.com/seo/
http://karoshiethos.com/seo.zip

76. Technology: Syndication

77. Technology: Syndication
Indicates that you want people to share and promote
your content

78. Technology: Syndication
Indicates that you want people to share and promote
your content
RSS

79. Technology: Syndication
Indicates that you want people to share and promote
your content
RSS
embed-able content
For-example: YouTube video

80. Technology: Syndication
Indicates that you want people to share and promote
your content
RSS
embed-able content
For-example: YouTube video
free PDFs

81. Technology: Multimedia

82. Technology: Multimedia
Search Engines see HTML replaced via Progressive
Enhancement (requires JavaScript)

83. Technology: Multimedia
Search Engines see HTML replaced via Progressive
Enhancement (requires JavaScript)
Flash Video - http://karoshiethos.com/seo/video/

84. Technology: Multimedia
Search Engines see HTML replaced via Progressive
Enhancement (requires JavaScript)
Flash Video - http://karoshiethos.com/seo/video/
sIFR - http://wiki.novemberborn.net/sifr3/

85. Technology:
Bookmarked Video
http://www.mattcutts.com/blog/link-to-youtube-
minute-second/

86. Technology:
Accessible Flash

87. Technology:
Accessible Flash
SwfAddress:
http://www.asual.com/swfaddress/

88. Technology:
Accessible Flash
SwfAddress:
http://www.asual.com/swfaddress/
Gaia Flash Framework:
http://www.gaiaflashframework.com/

89. Technology:
Accessible Flash
SwfAddress:
http://www.asual.com/swfaddress/
Gaia Flash Framework:
http://www.gaiaflashframework.com/
Example:
http://therepublik.net

90. Technology: Apache mod_rewrite

91. Technology: Apache mod_rewrite
If your site is accessible via multiple domains, choose
and enforce a canonical domain for your site:
RewriteCond %{http_host} ^(www.)?site.com$ [NC]
RewriteRule ^(.*)$ http://www.site.org/$1 [R=301,L]

92. Technology: Apache mod_rewrite
If your site is accessible via multiple domains, choose
and enforce a canonical domain for your site:
RewriteCond %{http_host} ^(www.)?site.com$ [NC]
RewriteRule ^(.*)$ http://www.site.org/$1 [R=301,L]
Choose and enforce a canonical subdomain too:
RewriteCond %{HTTP_HOST} !^www. [NC]
RewriteRule .* http://www.site.edu%{REQUEST_URI} [R=301,L]

93. Technology: Apache mod_rewrite

94. Technology: Apache mod_rewrite
Implement human/search engine friendly URLs for
systems that use query parameters

95. Technology: Apache mod_rewrite
Implement human/search engine friendly URLs for
systems that use query parameters
Turn /page.php?id=231 into /page-title.html
RewriteRule ^page-title.html page.php?id=231 [nc]

96. Technology: Apache mod_rewrite
Implement human/search engine friendly URLs for
systems that use query parameters
Turn /page.php?id=231 into /page-title.html
RewriteRule ^page-title.html page.php?id=231 [nc]
Turn /search.php?q=term into /search/term
RewriteRule ^search/(.*) search.php?q=$1 [nc]

97. Technology: Apache mod_rewrite
Implement human/search engine friendly URLs for
systems that use query parameters
Turn /page.php?id=231 into /page-title.html
RewriteRule ^page-title.html page.php?id=231 [nc]
Turn /search.php?q=term into /search/term
RewriteRule ^search/(.*) search.php?q=$1 [nc]
mod_rewrite docs: http://httpd.apache.org/docs/2.0/
misc/rewriteguide.html

98. Technology: On-site Search

99. Technology: On-site Search
Lucene - http://lucene.apache.org/java/docs/

100. Technology: On-site Search
Lucene - http://lucene.apache.org/java/docs/
Zend Framework Implementation

101. Technology: On-site Search
Lucene - http://lucene.apache.org/java/docs/
Zend Framework Implementation
Done correctly, represents a dynamic index of content
matching search criteria. Linkable, bookmarkable,
sharable.

102. Technology: On-site Search
Lucene - http://lucene.apache.org/java/docs/
Zend Framework Implementation
Done correctly, represents a dynamic index of content
matching search criteria. Linkable, bookmarkable,
sharable.
Use semantic URLs to link to Lucene searches to
auto-categorize content using chosen keywords/
phrases
eg. http://example.com/search/engineering

103. Technology: Google Tools

104. Technology: Google Tools
Analytics
Measure what's working, what isn't.

105. Technology: Google Tools
Analytics
Measure what's working, what isn't.
Optimizer
https://www.google.com/analytics/siteopt/splash?
hl=en

106. Technology: Google Tools
Analytics
Measure what's working, what isn't.
Optimizer
https://www.google.com/analytics/siteopt/splash?
hl=en
Google Sitemap File
https://www.google.com/webmasters/tools/docs/en/
protocol.html

107. Social

108. Social
The Cluetrain Manifesto
http://www.cluetrain.com

109. Social
The Cluetrain Manifesto
http://www.cluetrain.com
The first markets were markets. Not bulls, bears, or
invisible hands. Not battlefields, targets, or arenas. Not
demographics, eyeballs, or seats. Most of all, not
consumers.

110. Social
The Cluetrain Manifesto
http://www.cluetrain.com
The first markets were markets. Not bulls, bears, or
invisible hands. Not battlefields, targets, or arenas. Not
demographics, eyeballs, or seats. Most of all, not
consumers.
These markets are conversations. Their members
communicate in language that is natural, open, honest,
direct, funny and often shocking. Whether explaining or
complaining, joking or serious, the human voice is
unmistakably genuine. It can't be faked.

111. Social: Bookmarking

112. Social: Bookmarking
Digg (and delicious, and StumbleUpon, and...)

113. Social: Bookmarking
Digg (and delicious, and StumbleUpon, and...)
Make it easy for visitors to share your content
(sharethis.com)

114. Social: Viral

115. Social: Viral
Flickr

116. Social: Viral
Flickr
More than just photos, you can upload documents &
video

117. Social: Viral
Flickr
More than just photos, you can upload documents &
video
YouTube (Vimeo, Revver, etc...)

118. Social: Viral
Flickr
More than just photos, you can upload documents &
video
YouTube (Vimeo, Revver, etc...)
Avoids encoding/format issues

119. Social: Viral
Flickr
More than just photos, you can upload documents &
video
YouTube (Vimeo, Revver, etc...)
Avoids encoding/format issues
Sharing is built into the player

120. Social: Viral
Flickr
More than just photos, you can upload documents &
video
YouTube (Vimeo, Revver, etc...)
Avoids encoding/format issues
Sharing is built into the player
Save bandwidth, server space

121. Social: Networking

122. Social: Networking
Facebook

123. Social: Networking
Facebook
Network with other subject matter experts

124. Social: Networking
Facebook
Network with other subject matter experts
Post links to your content

125. Social: Networking
Facebook
Network with other subject matter experts
Post links to your content
Twitter

126. Social: Networking
Facebook
Network with other subject matter experts
Post links to your content
Twitter
More than just, “I forgot how much I like pickles!”

127. Social: Networking
Facebook
Network with other subject matter experts
Post links to your content
Twitter
More than just, “I forgot how much I like pickles!”
Follow subject experts, stay in tune with your subject

128. Social: Networking
Facebook
Network with other subject matter experts
Post links to your content
Twitter
More than just, “I forgot how much I like pickles!”
Follow subject experts, stay in tune with your subject
Tweet about your subject

129. Social: Networking
Facebook
Network with other subject matter experts
Post links to your content
Twitter
More than just, “I forgot how much I like pickles!”
Follow subject experts, stay in tune with your subject
Tweet about your subject
Link to relevant content on your site and others.

130. Social: Networking
Facebook
Network with other subject matter experts
Post links to your content
Twitter
More than just, “I forgot how much I like pickles!”
Follow subject experts, stay in tune with your subject
Tweet about your subject
Link to relevant content on your site and others.
Join the conversation.

131. Pitfalls

132. Pitfalls
100% Duplicate Content
http://googlewebmastercentral.blogspot.com/2009/02/specify-your-canonical.html

133. Pitfalls
100% Duplicate Content
http://googlewebmastercentral.blogspot.com/2009/02/specify-your-canonical.html
Redirects
Use 301 redirects to retain the “juice” from incoming
links. Avoid using 302 redirects in all but a few specific
cases (eg. same-domain page redirects)
http://www.bigoakinc.com/blog/when-to-use-a-301-vs-302-redirect/

134. Pitfalls
100% Duplicate Content
http://googlewebmastercentral.blogspot.com/2009/02/specify-your-canonical.html
Redirects
Use 301 redirects to retain the “juice” from incoming
links. Avoid using 302 redirects in all but a few specific
cases (eg. same-domain page redirects)
http://www.bigoakinc.com/blog/when-to-use-a-301-vs-302-redirect/
If you use a URL shortener for posting links to your
site (tinyurl.com, bit.ly, etc...), make sure they use
301 redirects.

135. Pitfalls

136. Pitfalls
Paid Links
use nofollow in <a>
<a href=”http://advertiser.com” rel=”nofollow”>

137. Pitfalls
Paid Links
use nofollow in <a>
<a href=”http://advertiser.com” rel=”nofollow”>
Incestuous Linking
Sites that only link amongst themselves

138. Pitfalls
Paid Links
use nofollow in <a>
<a href=”http://advertiser.com” rel=”nofollow”>
Incestuous Linking
Sites that only link amongst themselves
Keyword/Link Stuffing
Overloading pages with terms and links that do not
provide benefits to visitors

139. Pitfalls

140. Pitfalls
Spamdexing
http://en.wikipedia.org/wiki/Spamdexing

141. Pitfalls
Spamdexing
http://en.wikipedia.org/wiki/Spamdexing
Shared Servers
Double-check server blacklists

142. Pitfalls
Spamdexing
http://en.wikipedia.org/wiki/Spamdexing
Shared Servers
Double-check server blacklists
Bot DOS “Attack”
Crawl-Delay: 10 in robots.txt

143. Q&A

144. Useful Links
http://www.google.com/support/webmasters/
http://www.seomoz.org/article/beginners-guide-to-
search-engine-optimization
http://www.seomoz.org/article/search-ranking-factors
http://www.seomoz.org/blog/the-web-developers-seo-
cheat-sheet
http://www.addedbytes.com/apache/url-rewriting-for-
beginners/
http://www.addedbytes.com/apache/mod_rewrite-
cheat-sheet/