SEOgadget.co.ukSEOgadget.co.uk
Richard Baxter
Dynamic Websites: Beyond the Basics
SES London 2009
SEOgadget.co.uk
About
In house - UK SEO Manager at Cheapflights.co.uk
SEOgadget.co.uk
Technical SEO
– A look at some common SEO accessibility issues in large dynamic site SEO
Organisational SEO– Make a large website succeed with the right SEO team
Dynamic site challenges
SEOgadget.co.uk
ORGANISATION
Organise your teamDefine a strategyRecord / document your changesWrite specifications for SEO
SEOgadget.co.uk
Organise your team
Build an SEO team in-house
– Onsite technical– Onsite content– Offsite SEO– Metrics / Analytics / Reporting
SEO Manager
Offsite SEO / Links team
Onsite / Technical SEO
team
Analytics / Reporting
Onsite content SEO
SEOgadget.co.uk
Define a strategy
Q1
Project title
Project title
Project title
Q2
Project title
Project title
Project title
Q3
Project title
Project title
Project title
Q4
Project title
Project title
Project title
Onsite technical
SEOOnsite
content SEO
Offsite SEO
KPI’s / Metrics / Analysis
Define success metrics eg:X% increase in site visibility
Site traffic growthRevenue
SEOgadget.co.uk
Produce an SEO Timeline
– Important when reviewing the impact of your work / justifying new spend
– Record every initiative / tweak idea you find
– Score development effort vs. likely traffic impact – Measure the impact of everything you implement, including
date, change in ranking, increase in traffic by keyword – “SEO Timeline”
Record your changes
SEOgadget.co.uk
Write Specifications for SEO
New web developments won’t self optimise Get on the “project sign off” list
Categorise your specifications:
On page (header strategy, page templates)
Back end (supporting SEO tools, meta manager etc)
Server (canonical redirects, response headers)
Reference your tools and recommend books!
SEOgadget.co.uk
Keyword research mashups– Google keyword tool data– Current ranking– Entries vs Exits by keyword (revenue)– Identify Seasonality– Identify search categories and subtypes
Link analysis– Anchor text distribution– Have we lost a link?– Competitor link activity– What terms are they targeting via their anchor text?– Link realignment opportunities – really important!– Try SEOmoz Linkscape and Advanced Link Manager
Reporting / Metrics
SEOgadget.co.uk
TECHNICAL SEO
PaginationDuplicate contentHow to fix duplicate content with internal links, onclick and noindexRecession proofing – handling product pages and vacancies
SEOgadget.co.uk
Case study - Pagination
Product page: Cameras
– http://www.outdoorpros.com/Cat/Cameras/1241/List
H1Unique
textPaginated
links...
SEOgadget.co.uk
Case study - Pagination
Product page: Cameras
– http://www.outdoorpros.com/Cat/Cameras/1241/List?first_answer=13
Same H1
Not so unique text
SEOgadget.co.uk
Diagnose duplicate content
site:www.outdoorpros.com
site:www.outdoorpros.com inurl:first_answer
Case study: http://zi.ma/278965
SEOgadget.co.uk
Fix duplicate content
Make sure your internal links are consistent• Sitemaps, content and navigational links all lower case• 301 redirect your www – decide which way and stick to it• 301 your trailing slash in or out and stick to it
Hide analytics and tracking with onclick
Noindex,follow your paginated pages
SEOgadget.co.uk
Rel=“canonical”
Add this <link> tag to specify your preferred version: <link rel="canonical" href="http://www.example.com/product.php?item=swedish-fish" />
Helps to solve this problem:
http://www.cheapflights.co.uk/book-flights-online/?source=goCheapflights-
ContOff_TopKeyword-Exact&srckeyword=cheap+flights&srctype=sea
rch
SEOgadget.co.uk
Recession proofing: Long tail
Handle your product pages nicely
Pages respond with a 200 server header, no
content on page, <title> and meta
description are gone
SEOgadget.co.uk
Keep your pages alive, but make the user experience valuable
Recession proofing: Long tail
The vacancy’s been placed, but we’ve got plenty of
others!
SEOgadget.co.uk
Web Link Validator - http://zi.ma/89e682
Google webmaster tools
Web developer toolbar -
Advanced Link Manager - http://zi.ma/4797da
Snagit for screen captures!
Live http headers for Firefox - http://zi.ma/9a6d31
A Few Useful Tools
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