how to construct a search engine friendly website
Post on 06-May-2015
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Follow me on Twitter - @Matt_Siltala
Where Our Work Has Been Seen
Let’s Get Technical
What Is ….Search Engine
Friendly
Steps For SEF Website
• Clean HTML
Clean Consistent HTML
• No inline CSS, use external stylesheets
Clean Consistent HTML
• No inline CSS, use external stylesheets• Use unobtrusive JavaScript
Clean Consistent HTML
• No inline CSS, use external stylesheets• Use unobtrusive JavaScript• Use proper HTML tags
Clean Consistent HTML
• No inline CSS, use external stylesheets• Use unobtrusive JavaScript• Use proper HTML tags• Use Background images
Clean Consistent HTML
• No inline CSS, use external stylesheets• Use unobtrusive JavaScript• Use proper HTML tags• Use Background images• Place scripts at the bottom of page when possible
• Clean HTML• HTML Structure
Steps For SEF Website
• Using heading tags properly• Use valid HTML tags• Use only necessary HTML elements• Rich Code Snippets
Proper HTML Structure
Proper Header Tag Use
Here is An Example of H1, H2 & H3 being used properly
• Clean HTML• HTML Structure • Resources
Steps For SEF Website
Resources• Proper URL structure • Image naming & tagging• File naming
• Proper URL structure • Image naming & tagging• File naming
• No underscores or strange characters. • Use hyphens to separate words.• Use main keywords for pages in the URL where
possible.• Keep URLs as short as possible, avoiding unnecessary
extra directories, etc.
URL Structure needs to be clean and optimized. Consider the following
points:
• Proper URL structure • Image naming & tagging• File naming
URL Example:
• Clean HTML• HTML Structure • Resources• Meta Data
Steps For SEF Website
Meta Data• Include all META Data (title tage, descriptions Canonical URL
wwws VS non wwws
• Include all META Data (descriptions Canonical URL
Every piece of content on the site should reside at one unique URL. For example, all of the following URLs would show the home page:
•www.website.com/•www.website.com/index.html•website.com/•website.com/index.html
Instead, there should only be one URL for the home page to avoid
duplication.
Canonicalization is when you know there are multiple URLs that show the same content. For example, an article and a printable version of the same article are technically duplicates, but they are useful duplicates for users. In this situation, use a canonical tag and place it in the <head> section of both articles:<link rel="canonical" href="url your want indexed" />
• Clean HTML• HTML Structure • Resources• Meta Data• Navigation
Steps For SEF Website
NavigationWhere you have no
Duplicate content, keywords, breadcrumbs, etc.
Example of Good Breadcrumbs
• Clean HTML• HTML Structure • Resources• Meta Data• Navigation• Image Optimization
Steps For SEF Website
Optimize your images
for maximumspeed and
performance
ImageOptimization
Image Optimization
• Clean HTML• HTML Structure • Resources• Meta Data• Navigation• Image Optimization• Video
Steps For SEF Website
Host yourvideos off
site to enhancethe speed
Video
• Clean HTML• HTML Structure • Resources• Meta Data• Navigation• Image Optimization• Video• Page Layouts
Steps For SEF Website
Page Layout
• Clean HTML• HTML Structure • Resources• Meta Data• Navigation• Image Optimization• Video• Page Layouts• Content
Steps For SEF Website
Content Optimization
Using Keywords
Content Optimization
Using Keywords
1. Any page that you want to rank well needs to have enough optimized indexable content to rank. There is no set amount, but it’s good to shoot for at least 300 words or so on a page that you want to rank.
2. Use your main keyword phrases naturally throughout the content. Don’t overdo it, make sure the copy still reads naturally.
3. Avoid content that is inside Flash or JavaScript. Search engines can’t always access that kind of content.
Content Optimization
• Clean HTML• HTML Structure • Resources• Meta Data• Navigation• Image Optimization• Video• Page Layouts• Content• Authorship
Steps For SEF Website
Authorship
Connecting your G+ accounts and
establishing Authorship
• Clean HTML• HTML Structure • Resources• Meta Data• Navigation• Image Optimization• Video• Page Layouts• Content• Authorship• Tools for Optimization
Steps For SEF Website
Tools for Optimization
404s – have webmaster tools installed so G can see your structure and identify problems
404s – have webmaster tools installed so G can see your structure and identify problems
Handling 404 Errors
Internal: Avoid linking internally to any 404 Not Found URLs. When internal links are found to 404 pages, fix them
so they go to a live page.
External: Regularly check Google Webmaster Tools for external links going to 404 pages and 301 redirect them to
the correct URLs
404 Error Page
Have a custom 404 page that directs visitors to the main site.
404s – have webmaster tools installed so G can see your structure and identify problems
Bad 404 Page:
404s – have webmaster tools installed so G can see your structure and identify problems
Good 404 Page:
• Clean HTML• HTML Structure • Resources• Meta Data• Navigation• Image Optimization• Video• Page Layouts• Content• Authorship• Tools for Optimization• Responsive Design
Steps For SEF Website
Responsive Design
Responsive – The Future?
What About – This?
Play By The Rules
Google is ever changing and
trying to clean up their SERPs so EVOLVE with it.
FREE Audit Checklist
If you want the FREEAudit Checklist, please “tweet” me asking for it,or email me:matt@avalaunchmedia.com
Thank You!Matt Siltala, Presidentmatt@avalaunchmedia.com@Matt_Siltala
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