Making Web 3.0 sites SEO Friendly
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The document discusses search engine optimization (SEO) strategies. It provides statistics on the number of daily searches on Google and Google's dominance in the Indian search market. It outlines key on-site SEO factors like optimizing page titles, descriptions, body text, URLs, heading tags, image alt text, and internal linking. It also discusses technical SEO issues like site speed, security, and canonicalization. The document is a guide for webmasters to improve their search rankings through on-site and technical SEO best practices.
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Making Web 3.0 sites SEO Friendly
- 1. Navneet Kaushal CEO PageTraffic Search Engine Friendly for Web 3.0
- 2. Search
- 3. Why is SEO important? Number of Searches/Day on Google Average Daily Queries on Google 3 Billion Searches/Day (announced Aug. 2012)
- 4. Growth of Google Queries in Last 5 yrs Number of Searches/Day on Google 3 Billion Searches/Day (announced Aug. 2012)
- 6. Search Often Brings the Most Highly Qualified Traffic
- 7. § Helps you create a be=er website § Brings in qualified traffic § Helps you create be=er content § Measurable/AcGonable SEO from a business perspecLve
- 20. Ranking Signals – Security Summary • Secure protocol SSL/TSL • Web ApplicaGon Firewall (Securing your vulnerabiliGes using the best minds in the industry) – Hackers can inject malware into your site and Google WILL find it and demote your rankings • DDOS protecGon – If Google can't access your site, it can't index it. Let alone your customers. • DNSSEC
- 22. Ranking Signal – Site Speed Technical hacks that boost your site’s speed: • Compression • MinificaGon (CSS, JS, HTML) • Response Gme • Image OpGmizaGon • Browser Caching • How JS & CSS are served • Use of Asynchronous scripts • Use of CDNs • Be=er headers and caching • Latest server technology (HTTP/2, SPDY, GZIP)
- 24. Highlights of each phase • 1.0 • 1995-2003 • Yahoo, Amazon, Netscape • Infrastructure and gelng content online 2.0 2004-2009 Google, Flickr, Facebook User interface and social community 3.0 2009à Siri, Primal Fusion, Twine, WolframAlpha, Structured data, meaning and context Web Era Dates Significant Companies Major focus
- 26. SEO “101” INDEXATION + RELEVANCY + POPULARITY • Removing any hurdle to the crawlers is key for a perfect indexaGon • Map your site architecture in accordance with semanGc verGcals to reach ideal relevancy • Balance the quanGty, quality, aging & regularity of your linkgraph to maximize popularity
- 27. 3 CORE PRINCIPLES OF SEO INDEXATION • Technical SoluGon that respects SEO Best PracGces • Site Architecture Mapped to SemanGc VerGcals • Archiving that preserves content integraGon & interlinking forever RELEVANCE • OpGmizing Keywords into Silos • Internal linking strategy that distributes SEO & PageRank value POPULARITY • QuanGty / Quality / Age / Frequency of links obtained • SemanGcs aspect of backlinks (anchor text) • DiversificaGon of backlink entry points (hub pages)
- 79. More Pages Crawled = More Pages Indexed = More Traffic (*If site is healthy)J
- 80. Golden rule: “One filepath per specific content piece”
- 81. Duplicate (many forms), sorting, multi- category, non-existent, framed content
- 82. Assume that anything in the DOM is technically accessible to modern search bots, even though it may not pass juice
- 83. Robots.txt only works on internally
- 84. Don't block with both robots.txt and meta robots together
- 85. Best to block with meta robots & delete via GWT (*renew every 6 months)
- 86. X-robots tag, is in document HEAD, useful for PDFs, XML, etc…
- 88. Use cookies to pass session info
- 89. If no other alternative, block parameters via GWT
- 90. URL Structures
- 91. Filepaths can be flat, deep, or with several parameters if needed, all seem to work fine
- 92. Have a clear hierarchy in terms of directory structure, use internal links to emphasize relationships
- 93. Be consistent - all lower case, hyphens not underscores, avoid empty spaces
- 94. Avoid foreign language encoding on URLs
- 112. Onsite OpLmizaLon
- 116. • Include your chosen keywords within the TITLE tag – preferably near the start of the tag • Try to keep it to 70 characters • Must be relevant to the page content • Very important - each page should have a different TITLE tag The TITLE Tag
- 118. • Include keywords close to the start of the tag, but don’t repeat more than 3 Gmes • Try to keep it to 150 characters • Must be relevant to the page content • Each page should have a different DESCRIPTION tag The DescripLon Tag
- 119. • Google loves original, high quality textual content • Body text is extremely important for search engine rankings because this is what human users come to see • Keywords, synonyms and variaGons of the primary keyword combinaGon should be included in the body text, but not so that it reads ‘arGficially’. It should read naturally. Body Text
- 120. • URLs that contain keywords are be=er than those that don’t • Quite easy to do if your website is staGc, a li=le more difficult for database-driven sites • Don’t make the URLs too long because this will be seen as an a=empt to manipulate the search results • Good and bad: • www.mysite.com/health-insurance • www.mysite.com/search.asp? insuranceID=435&locID=32 Keywords in URLs
- 121. • Heading tags – eg. <h1>, <h2> - within the HTML idenGfy headings within the page copy and break up the text • They are used by search engines to determine page content • Use keywords in these tags, but don’t overdo it. Heading Tags
- 122. • The ‘anchor’ text contained within hyperlinks provides Google with an understanding of what the linked content is about • Every hyperlink on your site should have descripGve anchor text, rather than ‘click here…’ • Inline links or contextual links are best • eg. • Blue Train Enterprises offers a free white paper on how to opGmise your website for the search engines Link Anchor Text
- 123. • ALT is displayed if the image doesn’t load in the user’s browser • The ALT tag should describe the image • Keep it short and to the point • It also can have a posiGve effect on your website rankings • Don’t use ALT tags as a place to stuff keywords Image ALT Text
- 125. Three Great & Free Tools for Crawling
- 129. DO’S & DONT’S – ONSITE SEO To-Do • Define your IA and determine canonical URLs for hub pages across all major categories, with expansion ability • Use breadcrumb style navigaGon – Put all new content in it! o EG: Home > Kitchen > Major Appliances > Stoves • Include relevant category-specific navigaGon at each level • Make interlinking mandatory! Include in-content links to similar pages around the site, and give links from other pages • Keep updated HTML and XML sitemaps for all new content • Learn all the (new) ways to control indexaGon and linkjuice flow
- 130. DO’S & DONT’S – ONSITE SEO Don’ts • Let the same content appear on more than one URL • Just throw content up without linking to it, or linking from it • Spread your linkjuice thin over pages without unique content • Leave open ended page scripts like calendars • Archive poorly (or not at all) without respect to your IA • Return server headers other than 404 for error pages • Think you can fix linkjuice distribuGon issues with robots.txt
- 133. SITE SPEED • Page speed ma=ers (now). So benchmark yourself against leaders. In a way, that’s fun, you can create “Page speed contests” now. • To do so, install Google Page Speed and Yahoo’s Yslow. • Run them on your home page and at least a few random internal pages • Follow every recommendaGons for: image opGmizaGon, gzip compression, javascript “minificaGon”, CSS “minificaGon”. • Once this is done, look at subtler speed improvements they recommend. • Moving to a stable Cloud environment isn’t a bad idea either.
- 134. Website: www.pagetraffic.com Email: navneet@pagetraffic.com Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Facebook: www.facebook.com/pagetraffic.in THANK YOU!