Marketer to Developer Translation SMX West February 9, 2009.
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Transcript of Marketer to Developer Translation SMX West February 9, 2009.
![Page 1: Marketer to Developer Translation SMX West February 9, 2009.](https://reader030.fdocuments.in/reader030/viewer/2022032702/56649cad5503460f9496fbf9/html5/thumbnails/1.jpg)
Marketer to Developer TranslationSMX West
February 9, 2009
![Page 2: Marketer to Developer Translation SMX West February 9, 2009.](https://reader030.fdocuments.in/reader030/viewer/2022032702/56649cad5503460f9496fbf9/html5/thumbnails/2.jpg)
Developer Goals
Help GrowThe Business
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Developer Goals
RobustSupportable Code
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Developer Goals
Work on Fun Stuff
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Developer Goals
Don’t Get Drawn InTo Stupid Projects
By Marketing
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Marketing Goals
Help GrowThe Business
![Page 7: Marketer to Developer Translation SMX West February 9, 2009.](https://reader030.fdocuments.in/reader030/viewer/2022032702/56649cad5503460f9496fbf9/html5/thumbnails/7.jpg)
Marketing Goals
Promote the Web Site
![Page 8: Marketer to Developer Translation SMX West February 9, 2009.](https://reader030.fdocuments.in/reader030/viewer/2022032702/56649cad5503460f9496fbf9/html5/thumbnails/8.jpg)
Marketing Goals
Stop DevelopmentFrom Working On
Stupid Projects
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Marketing Goals
Two MartiniLunches!
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Links Are Votes
1. Your Domain
2. Their Domain
YourDomain
TheirDomain
4Links
3Links
WhoRanks first?
Who hasmore links?
Inbound Links
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Link Juice is a Fixed Quantity
Link Juice = 5
LJ =1
LJ =1
LJ =1
LJ =1
LJ =1
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Link Juice is a Fixed Quantity
Link Juice = 5
LJ =1.25
LJ =0
LJ =1.25
LJ =1.25
LJ =1.25
More JuiceFor The
ImportantPages
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Why Redirects Matter
OldPage
NewPage
LinksShreddedWith It!
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PageMoved
NewPage
NewPage
302 Redirect
301 Redirect
PageMoved
Link Juice
Link Juice
Implementing Redirects
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Canonical Issues
http://www.yd.com
http://yd.com
600Links
75Links
600LinksDrive
Rankings
75Links
Wasted
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Canonical Redirect
http://www.yd.com
http://yd.com
301Redirect
675LinksDrive
Rankings
600Links
75Links
![Page 17: Marketer to Developer Translation SMX West February 9, 2009.](https://reader030.fdocuments.in/reader030/viewer/2022032702/56649cad5503460f9496fbf9/html5/thumbnails/17.jpg)
Canonical Redirects in Apache
• RewriteCond %{HTTP_HOST} .
• RewriteCond %{HTTP_HOST} !^www\.seoclass\.org [NC]
• RewriteRule (.*) http://www.seoclass.org/$1 [R=301,L]
• May be Cryptic, but that’s it!
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Canonical Redirects In IIS• First of all, you need to set up separate entries for the www and non-www version of your website (usually using
the host-header setting in IIS). Determine which version you want to redirect (for some help, try this tool to check the numbers on the canonical versons of a domain).
• 1. Start -> Control Panel -> Administrative Tools -> Internet Information Services.• 2. Double-click "Web Sites" and then find the web site where the unpreferred domain is.• 3. Right-click on the unpreferred site and choose "Properties". Choose the "Directory" tab.• 4. Click the "A redirection to a URL" option.• 5. Enter the URL of the preferred domain to the right of "Redirect to:", add "$S$Q" to the end to redirect paths,
files and querystrings (eg "http://www.domain.com$S$Q" - don't use the quotes).• 6. Select "The exact URL entered above" and "A permanent redirection for this resource".• 7. Use "OK" to save the changes.
• Don't trust the settings - test them with the server header checker. The preferred domain should come normally, the other one should 301-redirect. Try some lower level pages and some parameters in the querystring to be certain that it's working everywhere. It must return code "301" (not 302).
• If you do not have console access to IIS, you will have to include a script into all pages / scripts processed on the domain. An example of how to handle this can be found at http://www.jlh-design.com/2006/08/301-redirects-in-asp-on-iis-server/.
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Canonical Redirects with IIS ISAPI Rewrite
• RewriteEngine On
• RewriteCond %{HTTP_HOST} ^yourdomain\.com$ [NC]
• RewriteRule ^(.*)$ http://www.yourdomain.com/$1 [R=301,L]
• May be Cryptic, but that’s it!
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Redirects in a Different Publishing System
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Other System Redirects
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Other System Redirects
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Duplicate Content
• Duplicate content is one of the banes of the web publishing world
• Content management systems are often the culprit
• So why does it matter?
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Wasted Crawl Budget
I’ll take 100pages today
1 2 3 4-50
53 52 5154-100
Original Pages Not Crawled = 50
Duplicate PagesGotta go!
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DupPage
Duplicate Pages
Home PageLink Juice
= 12
LJ =4
LJ =4
LJ =4
1.2. 3.Your Domain
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DupPage
Duplicate Pages
Home PageLink Juice
= 12
LJ =6
1. Your Domain2.3.
LJ =6
LJ =0
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CMS Dupe Content Example
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CMS Dupe Content Example
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http://www.mohawksoft.org/?q=node/8.
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http://www.mohawksoft.org/?q=node/8
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Example CMS Code Flow
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Thank You!
Eric Enge
President
Stone Temple Consulting
(508) 485-7751