Search Congress Valencia: SEO in large content portals

Written by Fernando Maciá

Transcription of text from the presentation Search Engine Optimization of Large Content Portals

1. Search engine positioning of large content portals Fernando Maciá Domene Managing Partner of Human Level Communications Valencia, October 2, 2009 1
2. Definition Indexability Relevance Relevance Implementation Internationalization Migrations KPIs
3. Large content portals
4. Large number of pages on a wide variety of subjects
5. Significant percentage of traffic in the long tail.
6. The traffic counts more than the conversion
7. Managed with CMS Non-SEO friendly URLs Lack of support for single goals Reduced number of templates Limited control over code
8. In large superficies, the offer is not flat Distance Linear width Shelf headers POS displays…
9. Potential traffic architecture clicks from home indexability indexability usability
10. Content with higher traffic potential.
11. What How When Do You Search The Internet?
12. Which Google Keyword Tool
13. How Google Keyword Tool
14. When Google Trends
15. Where Google Insight for Search
16. Google Analytics wanted
17. on the Internet
18. Contents with the highest traffic potential Search pattern Actuality Seasonality Demand…. 18
19. Content with higher traffic potential.
20. Automatically Generated Tag Clouds Tele-targeted and SEO-focused
21. Deep linking From the content From the footer
22. visibility for the s do ni te n arga co de la l co
23. Calendars Not infinite No links to empty pages or similar SEO optimized results
24. Calendars Link “nofollow” Not infinite “No link”.
25. Calendars Unique and relevant optimized agenda page Title and Meta Description
26. Inquiry forms Up-to-date: outdated content Breadth of offer: real estate portals, tourism portals, DA portals (YP)
27. Forms Menus/directories by query categories related to search potential
28. Forms Query search pattern Fashion Seasonality Demand…
29. Search engines Open search, but under control Optimized SEO results Statistical monitoring and analysis
30. Search Engine Optimized Page Title, URL and Meta Description unique and relevant results
31. Search engines Keywords Feedback on the keywords used in the search engine optimization statistics Content Gaps
32. Sitemap GSite Crawler file with SQL Server, or similar Discover indexability issues
33. Indexability
34. Indexability Javascript Flash Frames Forms Unique URLs Pop-up forms
35. Indexability PageRank Pages Saturation PR indexed 34
36. Indexability PageRank Saturation Pages PR indexed 35
37. Indexability PageRank Pages Saturation PR indexed 36
38. Redirects Permanent Redirect – 301 Redirect Temporary Redirect – 302 Redirect Alias / Parking – 200 OK 37
39. Redirects Aliases / Parking – 200 OK Domain C + Domain A Domain A Domain B Domain B Domain B 38
40. Redirects Aliases / Parking – 200 OK Domain C + Domain A Domain A Domain B Domain B Domain B 38
41. Redirects Permanent Redirect – 301 Domain A Domain C Domain B Domain B 39
42. Redirects Permanent Redirect – 301 Domain A Domain C Domain B Domain B 39
43. Temporary Redirects Temporary Redirect – 302 Domain A Domain C Domain B Domain 40
44. Temporary Redirects Temporary Redirect – 302 Domain A Domain C Domain B Domain 40
45. Redirections – http://www.haagen-dazs.com/ – http://www.haagendazs.com/ – http://www.haagendazs.com/ – http://www.hagendazs.com/ – http://www.haagendasz.com/ – http://www.haagendazs.es/ – http://www.haagen-dazs.es/ 41
46. Avoid problems in the home Permanent Redirect 301 mydomain.com www.midominio.com 42
47. Avoid problems in the home Temporary Redirect 302 www.midominio.com www.midominio.com/portal/ Concentrate PageRank on domain root 43
48. Avoid problems in home Link canonical www.midominio.com www.midominio.com/portal/ home/ <link rel=”canonical” href=”http://www.midominio.com” /> Concentrate PageRank on domain root 44
49. Avoid problems in the home Link canonical www.midominio.com www.midominio.com/ default.php?cmp=renault <link rel=”canonical” href=”http://www.midominio.com” /> Concentrate PageRank on domain root 45
50. Avoid problems on internal pages Link canonical http://www.midominio.com/ http://www.midominio.com/tag/fitness/ tag/fitness/ jsessionid=E54A14626BB7B32484635D47BD CAD799 <link rel=”canonical” href=”http:// http:// www.midominio.com/tag/fitness/” /> 46 Avoiding duplicate content
51. Avoid problems on internal pages Google Webmaster Tools > Parameters http://www.midominio.com/tag/ fitness/ http://www.midominio.com/tag/ jsessionid=E54A14626BB7B32484 fitness/ 635D47BDCAD799 47 Avoid duplicate content.
52. Avoid problems on internal pages Home > men > watches > sport > armani > ar0567 http://www.midominio.com/hombres/relojes/sport/armani/ar0567.html <link rel=”canonical” href=”http://www.midominio.com/relojes/armani/sport/ar0567.html/” /> Home > men > armani > watches > sport > ar0567 http://www.midominio.com/hombres/armani/relojes/sport/ar0567.html <link rel=”canonical” href=”http://www.midominio.com/relojes/armani/sport/ar0567.html/” /> http://www.midominio.com/relojes/armani/sport/ar0567.html 48 Avoiding duplicate content
53. Avoid problems on internal pages http://www.midominio.com/Semana%20Internacional%20de%20Cine http://www.midominio.com/Semana+International+of+Cinema http://www.midominio.com/Semana-Internacional-de-Cine <link rel=”canonical” href=”http://www.midominio.com/semana-internacional-de-cine/” /> http://www.midominio.com/semana-internacional-de-cine 49 Avoiding duplicate content
54. Error 404 50
55. Error 404 50
56. Migrations
57. Migration process Changes to premium domains Updating content management system Implementation of semantic URLs Permanent Redirect 301 Old URL: www.viva-spain.com/Noticia.asp?Id=123 Minimize impact on positioning
58. Migration process Changes to premium domains Updating content management system Implementation of semantic URLs Permanent Redirect 301 New URL: www.viva-spain.com/spanish-cuisine.htm Minimize impact on positioning
59. Identify critical pages: Top direct traffic Top landing page from SEO Top quality of the visit Top natural positioning
60. Identify critical links: GWT /Yahoo!/Linkscape Links that contribute the most PR Links on Trustrank sites Links originating from direct visits
61. Indexability Controlling robots 55
62. Relevance
63. Keywords Architecture Generic Keyword Core Keyword Core Keyword Secondary Keywords Long tail keywords 57
64. Possible groupings
65. Possible groupings Cars in portfolio
66. Possible groupings Audi portfolio cars
67. Possible groupings Cars in portfolio Audi Diesel
68. Possible groupings Cars in portfolio Audi Km. 0 Diesel
69. Possible groupings “Audi Cars” Cars in portfolio Audi Km. 0 Diesel
70. Possible groupings “Audi Cars” Cars in portfolio Audi Km. 0 Diesel “Diesel Cars
71. Possible groupings “Audi cars” Cars in portfolio Audi Km. 0 Diesel “Cars “Diesel cars” kilometer 0″.
72. Possible groupings “Audi cars” Cars in Audi portfolio “Audi Diesel cars” Km. 0 Diesel “Cars “Cars “Diesel cars” kilometer 0″
73. Possible groupings “Audi cars” Cars in Audi portfolio “Audi Diesel cars” Km. 0 Diesel “Cars “Cars “Diesel cars” kilometer 0″ “Cars Km. 0 Diesel” “Cars Km. 0 diesel”
74. Possible groupings “Audi cars” Audi cars in Audi portfolio “Audi cars “Audi cars “Audi cars Km. 0″ Diesel” Km. 0 Diesel “Cars “Cars “Cars Diesel” kilometer 0″ “Cars Km. 0 diesel” “Diesel cars Km. 0 diesel”
75. Possible groupings “Audi cars” “Audi diesel cars Audi cars in portfolio Km. 0” Audi “Audi cars “Audi cars “Audi cars Km. 0″ Diesel” Km. 0 Diesel “Cars “Diesel cars” kilometer 0″ “Diesel cars Km. 0 diesel cars”
76. Identificate patterns
77. Relevant groupings “Audi cars” “Audi Diesel cars Km. 0 cars in portfolio” Audi “Audi cars second hand” “Audi tdi cars” Second hand “Audi Diesel cars” Second hand “Diesel cars” Second hand “Diesel cars” Second hand “Diesel cars” Second hand diesel cars”
78. Groupings Relevant relevant pages
79. User-oriented groupings by the search criteria used: – Product name: – “ipod”, “nike air”, “iphone”, “Canon HG10”, “WII”, “Kindle” … – Product category name – “blu-ray player”, “plasma TVs”, “strategy video games” …. – Benefit you expect to get: – “How to protect my home”, “how to decorate the baby’s room”, “how to keep the pool clean”, “how to avoid spam”…. – By the characteristics of the recipient – “Father’s Day gift”, “toys for a six-year-old girl”, “advertising claims for companies”…. – Searching for a product based on a characteristic – “Second-hand diesel car”, “cruise trips”, “vacation rentals”…
80. Incorporation of Web 2.0 functionalities: integrating the language of the user
81. Incorporation of Web 2.0 functionalities: integrating the language of the user
82. REACTIVE ATTITUDE in search engine positioning: – Analyze what is being searched – Analyze how it is being searched – Generate content that responds to what is being searched, optimized to rank for the terms as they are being searched – Next to the hook-pages, place links to the conversion pages 65
83. PROACTIVE ATTITUDE in search engine positioning: – We anticipate ahead of time the topicality of a given topic – We develop content that responds to this topic, long before it “becomes fashionable” – We position our pages in search engines – We actively contribute to feed the interest and buzz about that topic so that the number of related searches grows (through participation in blogs, chats, forums, distribution of press releases…) 66
84. Language versions of a Web site
85. Multi-language websites Languages separated by hidden SEO-FRIENDLY variables Languages separated by variables passed in URLs by the GET method Languages separated in subdomains or subdirectories
86. Multi-language websites Languages separated by hidden SEO-FRIENDLY variables Languages separated by variables passed in URLs by the GET method Languages separated in subdomains or subdirectories
87. Multi-language websites Languages separated by hidden SEO FRIENDLY variables (POST)
88. Multi-language websites Languages separated by hidden SEO FRIENDLY variables (POST)
89. Multi-language websites Languages separated by hidden SEO FRIENDLY variables (POST)
90. Multi-language websites Languages separated by hidden SEO-FRIENDLY variables: cookies
91. Multi-language websites Languages separated by hidden SEO-FRIENDLY variables: cookies
92. Multi-language websites Languages separated by hidden SEO-FRIENDLY variables: environment variables
93. Multi-language websites Languages separated by hidden SEO-FRIENDLY variables: environment variables
94. Multi-language websites Languages separated by hidden SEO-FRIENDLY variables – Problems:
95. Multi-language websites Languages separated by hidden SEO-FRIENDLY variables – Problems: lang=en lang=de
96. Multi-language websites Languages separated by hidden SEO-FRIENDLY variables – Problems: lang=en lang=de =
97. Multi-language websites Languages separated by hidden SEO-FRIENDLY variables – Problems: lang=en lang=de = www.midominio.com/home.php = www.midominio.com/home.php
98. Multi-language websites Languages separated by hidden SEO-FRIENDLY variables Languages separated by variables passed in URLs by the GET method Languages separated in subdomains or subdirectories
99. Multi-language websites Languages separated by hidden SEO-FRIENDLY variables Languages separated by variables passed in URLs by the GET method Languages separated in subdomains or subdirectories
100. Multi-language websites Languages separated by SEO FRIENDLY variables passed in URL by the GET – http://www.midominio.com/home.php&lang=es – http://www.midominio.com/home.php&lang=en method.
101. Multi-language websites Languages separated by SEO FRIENDLY variables passed in URL by the GET – http://www.midominio.com/home.php&lang=es – http://www.midominio.com/home.php&lang=en method.
102. Multi-language websites Languages separated by SEO FRIENDLY variables passed in URL by the GET – http://www.midominio.com/home.php&lang=es – http://www.midominio.com/home.php&lang=en method =
103. Multi-language websites Languages separated by SEO FRIENDLY variables passed in URL by GET method – http://www.midominio.com/home.php&lang=es – http://www.midominio.com/home.php&lang=en = www.midominio.com/ home.php&lang=en = www.midominio.com/ home.php&lang=de
104. Multi-language websites Languages separated by SEO FRIENDLY variables passed in URL by GET method – Drawbacks: – Google Webmaster Tools only allows geolocation: – Domains: www.midominio.com – Subdomains: uk.mydomain.com – Subdirectories: www.midominio.com/uk/ We can’t geolocate
105. Multi-language websites Beware of “default” languages SEO FRIENDLY www.midominio.com problem: duplicate content solution: nofollow
106. Multi-language websites Beware of “default” languages SEO FRIENDLY www.midominio.com www.midominio.com/ home.php?lang=fr problem: duplicate content solution: nofollow
107. Multi-language websites Beware of “default” languages SEO FRIENDLY www.midominio.com www.midominio.com/ home.php?lang=fr www.midominio.com/ home.php?lang=en problem: duplicate content solution: nofollow
108. Multi-language websites Beware of “default” languages SEO FRIENDLY = www.midominio.com = www.midominio.com/ home.php?lang=en problem: duplicate content solution: nofollow
109. Multi-language websites Languages separated by hidden SEO-FRIENDLY variables Languages separated by variables passed in URLs by the GET method Languages separated in subdomains or subdirectories
110. Multi-language websites Languages separated by hidden SEO-FRIENDLY variables Languages separated by variables passed in URLs by the GET method Languages separated in subdomains or subdirectories
111. Multi-language websites Languages separated into SEO FRIENDLY subdomains or subdirectories – Subdomains: – en.mydomain.com – fr.mydomain.com – en.mydomain.com – Or, subdirectories: – www.midominio.com/es/ – www.midominio.com/fr/ – www.midominio.com/en/
112. Multi-language websites Languages separated into subdomains or SEO FRIENDLY subdirectories: advantages
113. Multi-language websites Languages separated in sub-domains or SEO FRIENDLY sub-directories: advantages =
114. Multi-language websites Languages separated into subdomains or SEO FRIENDLY subdirectories: advantages = www.midominio.com/es/ = www.midominio.com/de/
115. Multi-language websites Languages separated into subdomains or SEO FRIENDLY subdirectories: advantages = www.midominio.com/es/ = www.midominio.com/de/
116. Multi-language websites Specify the language of your page: <html lang=”en-en” html lang=”en-es”> <html lang=”es-us”> <html lang=”en-mx”> <html lang=”en-uk”> <html lang=”en-us”> Employ the appropriate text encoding: – UTF-8: song – ISO: song
117. Where is my server geolocated? 81
118. Where is my server geolocated? Domain ccTLD Hosting IP Incoming links 82
119. Where is my server geolocated: Akamai We lose IP geolocation Geolocate domains or directories in GWT
120. Where is my server geolocated? 84
121. Where is my server geolocated? 84
122. ccTLD, subdirectory, subdomain? Popularity juice transmission Number of pages to index Need for geolocation in a given country
123. Marketing Systems Implementation
124. Timeline Indexability analysis Consulting Objectives Report Point 0 Implementation indexability Monitoring and tracking Relevance report Optimization Monitoring and tracking Results reports Improvement proposals
125. Measuring results After optimizing?: contents Design a new landing page focused on the key concept: – Pinturas cuarto Bebe – Tapizado Cuarto Bebe 88
126. Measuring results After optimizing: Longtail content: Identify free and potential niches and write optimized content – What content should I create? – Directory of baby casting in Spain categorized by province or city – A section of tips “Casting for Babies: Tips for your baby to win the casting” – A blog with the post “Casting for babies: the 10 tips that a mother should Longtail know – A family of products for baby casting 89
127. K PI Indexing Popularity Positioning Trafic 90
128. K PI Indexing Pages indexed site:www.midominio.com Search engines Google Webmaster Tools Highly dependent on server performance Indexing by sections Indexing by depth levels Control crawl frequency and recency 91
129. K PI Traffic Visits SE Visits SEO/SEM Visits Visits by search engine Visits Google Web, News, Images… Different search terms Average time Average PPVV Average bounce rate Conversion rate 92
130. K Popularity PI Popularity Incoming links Distinct domains Anchor text Popularity juice Where it points to (home vs. internal) Link age Domain age Nofollow links SEOmoz LinkScape Google Webmaster Tools Yahoo 93
131. K PI Positioning Manual Measurement Distinct URLs with 1 visit Distinct URLs <10 visits Advanced Web Ranking Rank Checker (SeoBook) Google Webmasters Tools 94
132. Questions? 95
133. Bibliography Search Engine Optimization ed.2009 – Fernando Maciá and Javier Gosende, ed. Anaya Multimedia (2009). SEO – How to Succeed in Search Engines – Miguel Orense and Octavio Rojas, ed. ESIC (2008) Book SEO Search Engine Optimization – Miguel López Gómez, in Bubok.com (2008) 101 Techniques to promote your web – Susan Sweeny – ed. Anaya Multimedia Usabilidad – Diseño de sitios web, by Jakob Nielsen, ed. Prentice Hall El marketing viral, by Alba Doral, ed. Pearson – Prentice Hall. Google – The Best Tricks, by Tara Calishain and Rael Dornfest, ed. Anaya Multimedia/O’Reilly. Internet Marketing – Enrique de la Rica – ed. Anaya Multimedia 96
134. Fernando Maciá Domene Director Perfiles digitales Mail – Blog – LinkedIn – Twitter – Facebook – Xing – Naymz – Flickr Gta. Poeta Vicente Mojica, 5 Entreplanta, locales 19 y 20 03005 Alicante Tels +34 902 875 990 – +34 96 614 19 07 Fax +34 96 512 66 54 Web www.humanlevel.com Mail info@humanlevel.com Illustrations and photographs: own and istockphoto.com