1. < SEO FOR web developers />
Universidad CEU San Pablo
Madrid, 26 febrero 2013
Ruben Martinez
Paradigma | Javahispano

2. WHAT IS SEo ?
SEO is everything that helps a website generate more
revenues from search engines.
Technical Off
seo page

3. Why is technical SEO
important
1 Helps close the gap between web servers and
search engines
2 Helps close the gap between search engines and
websites

4. www search flow
OPTIMIZE
User UNDERSTAND
Web developer
resources World Wide Web Search engines Servers Site architecture Page Author/s
Bottlenecks Connections Crawl Speed Structure Content Content
Index Availability relevance purpose
Rank
SEO deals with the bottlenecks
in the information flow

5. What can SEO do for a
web developer?
Save time Organize
and energy functionalities
Intermediate
Detect the expectations
unknown of UX, design and
bugs early web developers

6. How does an experienced SEO
audit a web site
1 Crawl
2 Filter
$ head crawl.txt
$ cut -f1,2 crawl.txt | sed -e 's/http://www.{domain}.
{tld}//g' -e 's/t/,/g' |grep -v ".jpg|http:|.css|.js" >filtered.csv
$ head -5 filtered.csv
3 Visualize the network and analyze
4 Gephi

7. variables for audit
Backlinks
Targeted keywords
Content inventory
Site architecture
Site health
Engagement

8. Measurement tools
Backlinks Ahrefs, OpenSiteExplorer
PageRank Google Toolbar
Competition Adword’s Keyword Estimator Tool
Rankings Google Webmasters Tools
Content inventory Xenu, Screaming Frog
Duplicate content Copyscape
Pages indexed Operator “site:” on Google
Site architecture Gephi
Server logs Apache Log Viewer, Splunk
Crawler reports Google Webmasters Tools
Engagement Web analytics providers

9. Link graph
Example www.bigdataspain.org
speakers.php
terms-and-conditions.pdf
/2012/program.php
program.pdf
program.php en-index.php
venue.php
hashtag-traking-live.php

10. What SEO should developers
carry out?
Content is king.
Make sure that you have great content.

11. 1 Findable content
Reach out to publishers
Upload your content
Upload sitemaps to search engines
Image <?xml version="1.0" encoding="UTF-8"?>
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"
XML xmlns:image="http://www.google.com/schemas/sitemap-image/1.1">
<url>
sitemaps <loc>http://example.com/sample.html</loc>
<image:image>
<image:loc>http://example.com/image.jpg</image:loc>
</image:image>
<image:image>
<image:loc>http://example.com/photo.jpg</image:loc>
</image:image>
</url>
</urlset>

12. 2 Accessible content
Host your content in an easy-to-reach reliable server
Design a simple site architecture
Link your internal pages sensibly
Curate broken links
URL structure
Avoid frames and flash $ w3m –dump “http://www.ft.com/” less

13. 3 Clear content
Determine the canonical page.
Pagination and canonicalization
<link rel="canonical" href="http://www.example.com/article
story=abc&page=2"/>
<link rel="prev" href="http://www.example.com/article?
story=abc&page=1&sessionid=123" />
<link rel="next" href="http://www.example.com/article?
story=abc&page=3&sessionid=123" />

14. 4 Controllable content
Use robots.txt
Block bots of spammers and scrapers
Avoid cloaking
Use the metatags noindex, noarchive
Submit URLs you want to remove from Google’s index
Monitor your site for hacked content
Set the crawling rate of Googlebot
Administer your PageRank budget

15. 5 Valuable content
Write a content management protocol to deal with
obsolete content.
minimise 404 errors and provide a useful 404 page
learn the differences between 301 and 302 redirects and use preferably 301 codes
use the 410 HTTP status code in some cases for empty pages

16. 6 Measurable content
Get data from:
Server logs log <- getURL("sftp://user:password@host:
/path/to/apache/accesslog.log")
Libraries of tags
Google Analytics
Split tests or tests A/B

17. google webmasters Crawl Erros

18. Crawl Status

19. Index Status

20. Search Queries

21. Advanced SEO
Setting URL parameters on Google Webmasters Tools
Latent Dirichleet Allocation (LDA)
International and multilingual SEO
Prediction of traffic – valuation of traffic

22. thank you
Follow
@rubenmartinezs
@paradigmate
@javahispano