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Robot stolen from Robot stolen from http://SEOMoz.org, go check them out to really learn about SEO., go check them out to really learn about SEO.

And they need it And they need it by when?!?by when?!?

……and they need more and they need more tools, and data and tools, and data and technical info, and technical info, and 302s…302s…

Why you should care about SEOWhy you should care about SEO

How a search engine works (the highlights)How a search engine works (the highlights)

SEO Best PracticesSEO Best Practices

Site ReviewSite Review

7

Online Resources: www.aslistapart.org www.seomoz.org www.sitepoint.com

Live Search Thinks….Live Search Thinks….

• What does the REP What does the REP say?say?

• Can I download this Can I download this page?page?

• Can I process this Can I process this page?page?

• What is this page What is this page about?about?

• What are all the What are all the links?links?

• How does this How does this compare to past compare to past versions?versions?

• How does this How does this compare to related compare to related URLs?URLs?

• Does anything look Does anything look abnormal? (title, h1, abnormal? (title, h1, text, links)text, links)

• Maybe I’ll save a Maybe I’ll save a copy of all pieces of copy of all pieces of the pagethe page

Page Rank Is….Page Rank Is….

• Base value of every page Base value of every page in our indexin our index

• Primarily based on Primarily based on quality and relevancy of quality and relevancy of inbound linksinbound links

• ANDAND quality of content quality of content on your page on your page

• Computed for each URLComputed for each URL

• Computed for each FQDNComputed for each FQDN

• Computed periodicallyComputed periodically

High quality linkHigh quality link

Low quality linkLow quality link

Link with penaltyLink with penalty

Let me think….Let me think….

• Is it spelled right?Is it spelled right?

• Do they want a Do they want a navigational link, a navigational link, a

question answered, a question answered, a video, some websites or video, some websites or

maybe an maybe an advertisement?advertisement?

• What content can best What content can best fulfill their need?fulfill their need?

• How should I order How should I order those results?those results?

Let me think….Let me think….

• Is it spelled right?Is it spelled right?

• Do they want a Do they want a navigational link, a navigational link, a

question answered, a question answered, a video, some websites or video, some websites or

maybe an maybe an advertisement?advertisement?

• What content can best What content can best fulfill their need?fulfill their need?

• How should I order How should I order those results?those results?

<h1><h1>My Article My Article TitleTitle</h1></h1>

<p><p>Scientists reported Scientists reported Wednesday…Wednesday…</p></p>

<span <span class=“heading1”>class=“heading1”>My My Article TitleArticle Title</span></span>

<p><p>Scientists reported Scientists reported Wednesday…Wednesday…</p></p>

<a><a>

Anchor text really import, try to use something descriptive of the destination, not “more info” or “click here”

<h1><h1>

Did you know there is only 1 per page? This signifies the most important topic on the page.

<title><title>

You must include a descriptive title. Use relevant keywords in front, and brand names on the end. (e.g. “My product name – Company Name”)

<meta><meta>

Description tag is a must; make it short & sweet and unique to the page. You don’t need a keyword tag.

<frame><frame>

If you use them, other web devs will mock you… are you prepared for that type of ridicule?

<table> <table>

Generally used for displaying tabular data, use sparingly for formatting

Don’t lock navigation behind Don’t lock navigation behind JavaScriptJavaScript

The old adviceThe old advicePut JavaScript at the bottom of the page Put JavaScript at the bottom of the page or in *.js file, so it doesn’t block real or in *.js file, so it doesn’t block real content.content.Use CSS, and host externally (*.css)Use CSS, and host externally (*.css)

The new adviceThe new adviceStill best practices for usability, but not Still best practices for usability, but not required for searchrequired for search

ClassificationClassification ExampleExample SEO CapabilitiesSEO Capabilities Best Used forBest Used for

MonolithicMonolithic

Application has 1 URL for the world to see, and is a black box beyond that. Like hosting a rich application online.

Entry point indexed

• Email• Configuration/ Admin Tools

LinkableLinkable

Application is a black box, but there are multiple URL entry-points for collaboration.

Full site indexed • Metrics/ reporting• Document Editors

CrawlableCrawlable

Application is a small black box meant to spice up a content rich page.

Full site indexed and well ranked

• E-commerce• Content Sites• Gadget/ Widget

http://mail.live.comhttp://mail.live.com

http://http://finance.yahoo.comfinance.yahoo.com

http://giffy.comhttp://giffy.com

Watch out for ASP.Net post-backs, Watch out for ASP.Net post-backs, engines cannot crawl those URLsengines cannot crawl those URLs

XHTML compliance in ASP.NetXHTML compliance in ASP.NetWhitepaper

XHTML Compatibility Pack

How to optimize Silverlight for search

Was #1 result on all engines a couple Was #1 result on all engines a couple months ago.months ago.

Ranking #3 or #4 on page (under Ranking #3 or #4 on page (under scott guthrie)scott guthrie)

Query term: Query term: mix08mix08Desired URL: Desired URL: http://visitmix.com/2008http://visitmix.com/2008

GoogleGoogle YahooYahoo Live SearchLive Search

Ranking Good Bad Bad

Title Okay Okay Okay

Description Bad Bad Bad

URL Good Bad Bad

http://store3.com/product.aspx?id=MB147L&SessionId=2344&RegionCode=en-US&format=rich&cat=3

http://store2.com/Microsoft_Zune_80_G2_Black/dp/B000J01IPI

http://store1.com/Microsoft-Zune-80-G2-Black/dp/B000JO1IPI/

• store1.comstore1.com• microsoftmicrosoft• 8080• zunezune

• G2G2• dpdp• b00j01ipib00j01ipi

• store2.comstore2.com• Microsoft_Zune_80_G2_BlackMicrosoft_Zune_80_G2_Black• dpdp• b00j01ipib00j01ipi

• store3.comstore3.com• product.aspxproduct.aspx• id=MB147Lid=MB147L• SessionId=2344SessionId=2344

• RegionCode=en-USRegionCode=en-US• format=richformat=rich• cat=3cat=3

200 OK200 OK

W3 standard for HTTP Status Codes

301 Moved Permanently301 Moved Permanently

302 Moved Temporarily302 Moved Temporarily

304 Not Modified304 Not Modified

404 Gone404 Gone

What’s the difference?

www.visitmix.com

visitmix.com

visitmix.com/default.aspx

Detailed article on the issue from Matt Cutts

Recommendation

Choose one option and stick with it

301 to your preferred option

URL Rewriting in ASP.NetURL Rewriting in ASP.Net

Implementation whitepaperWork around for 404 error pages

Implementing Redirects in ASP.Net

Implementing Redirects in IIS

ASP.Net URL session state ASP.Net URL session state managementmanagement

<script>

protected void Page_Load(object sender, EventArgs e) {    Response.Status = "301 Moved Permanently" ;    Response.AddHeader("Location", "http://mysite.com/new-URL"); }

</script>

Include in any *.aspx file… (you don’t need a code behind file)

protected void Application_BeginRequest(Object sender, EventArgs e) {

if (HttpContext.Current.Request.Url.ToString().ToLower().Contains(     "http://www.mysite.com")) {     HttpContext.Current.Response.Status = "301 Moved Permanently";     HttpContext.Current.Response.AddHeader("Location",         Request.Url.ToString().ToLower().Replace(             "http://www.mysite.com",             "http://mysite.com")); }

}

Create in your Global.asax file….

More information and examples: http://search.live.com/results.aspx?q=301+redirect+asp.net

Click here for a whitepaperClick here for a whitepaper

On-page OptimizationOn-page OptimizationInternet Explorer and…Internet Explorer and…

FiddlerFiddlerDeveloper ToolbarDeveloper Toolbar

Firefox and…Firefox and…Firebug, YSlowFirebug, YSlowLive HTTP HeadersLive HTTP HeadersSearch StatusSearch StatusDeveloper Toolbar and FlashblockDeveloper Toolbar and Flashblock

Web-based HTTP ViewerWeb-based HTTP ViewerWebmaster Tools (Rank, Penalties, HTTP Webmaster Tools (Rank, Penalties, HTTP Compression)Compression)

LinksLinksYahoo Site ExplorerYahoo Site Explorer

Keyword ResearchKeyword ResearchadCenter Excel Add-inadCenter Excel Add-in

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