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Similaire à Hands-on guide to search engine optimization (SEO
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Hands-on guide to search engine optimization (SEO
- 1. Hands-on SEO Dan Cohen Global SEO Engineering Lead dan.cohen@microsoft.com
- 2. What is Search Engine Optimization? 2
- 3. Why should you care? 0% 10% 20% 30% 40% 50% 60% % of websites that receive more than half of their traffic from search Large Sites >2M Visitors/ month Medium Sites 2M - 100k Visitors/ month Small Sites >100k Visitors/ month
- 4. MSN: We Are Our Audience
- 5. MSN: Complete Online Experience APPLICATIONS CONTENT SEARCH
- 7. Make it easy for me. I know exactly what I want. I can do it myself. What's going on in the world today? MSN and Windows Live: A Dual Portal Strategy
- 8. * Source: 1. NetCraft Monthly User Survey ( October 2007 ) 2. comScore q Search 2.0 Monthly Tracking ( September 2007 ) 3. ZenithOptimedia Report reflecting SearchAdvertising Revenue from 2005 to 2007 ( December 2006 ) Search Explosion 18,000 websites has grown to 142 million websites *1 95% of internet users search the web*2 30 billion queries per month has grown to 61 billion queries per month *2 Search revenue increased from $7.6 billion to $13 billion *3 MICROSOFT CONFIDENTIAL
- 15. Search Fatigue People can’t find what they are looking for….. * Source: Internal Microsoft Research 50% of queries need refinement 40% of queries go unanswered MICROSOFT CONFIDENTIAL
- 16. What Consumers Want * Source: Sterling Market Intelligence Report (June 2007) / Internal Microsoft Research Relevant results In-depth & authoritative content Convenience MICROSOFT CONFIDENTIAL
- 18. • Index the world’s information • Decipher the intent of question • Simultaneously across geographies • Within milliseconds, and • Present the information for discovery The Computer Science Challenge
- 20. Search Engine Results Page Title of a page Content Description of a page Number of relevant Webpages Unique URL Additional SEO Information
- 21. Relevance User vs. Machine • Goal of Users and Search Engines – Find relevant results related to the search query. – Rank related Webpages in a order of Relevance. • How to decide what is most or more relevant? – How would you decide, which Webpage matches best with your search query?
- 22. Relevance User vs. Machine Subjectively Objectively Webpage Reads visual headlines and Scans the Text Understands images and other media like video and sound Considers other criteria (e.g. trusting the provider, Information up to date, knows the author etc.) Follows a recommendation Identifies technical headlines and calculates keyword use Reads descriptions of images, videos and sounds Calculates other criteria (e.g. trust of domain, Frequency of up dates, general publicity of the author etc.) Considers all existing web recommendation (links) Rating the content of the page
- 24. Content Strategy
- 25. SEO Content Strategy Content Strategy MSN Editors 3rd party contributors Content partners Bloggers Video Image galleries Newsfeeds RSS Search intelligence
- 28. URL Consistency
- 29. URL Consistency • Search engines assign value to URLs – A single URL is given a score from 1 to 10 called PageRank (Google) or StaticRank (Live) based on many factors – Each URL is assumed to be an individual “page” – When a site has multiple versions of a page under the “same” URL, this score is divided between them http://travel.msn.com/ http://travel.msn.com/default.aspx
- 31. Image content and ALT text • Images are content too! – An ALT property on an <IMG> tag is supposed to describe the content of this image – Meant for accessibility, also used by Search Engines to discern meaning of an image, especially one that’s also a link – Content images should describe what’s in the image and then list any copyright information required – Navigation images should describe the destination page’s content – ALT text treated similarly to Anchor Text – Filenames matter! • How not to do it
- 33. Flash and Silverlight • MYTH: Search Engines can’t read Flash • Search Engines are starting to have the capability to extract links and text from simple .SWF files • This does not apply to all sites or all Flash movies • This does not apply to Silverlight movies • MYTH: Silverlight and Flash are BAD for SEO · Flash and Silverlight should be used correctly and never for navigation – do you NEED that Flash movie? · Can you offer a downlevel version of the movie to lower-spec browsers and crawlers? · Downlevel version must contain exactly the same content to survive manual review if one should occur · No sniffing for capability should take place · Page-load order and DIV substitution to achieve downlevel experience
- 34. Flash and Silverlight 1.Separate content of Flash movie from presentation layer. Externalize in XML. 2.Render XML as XHTML in your content <DIV> 3.Use JavaScript to overwrite the content <DIV> innerHTML property with the Flash or Silverlight movie 4.Flash or Silverlight movie should reference the same XML for its content
- 35. Flash and Silverlight <DIV> XML <DIV> (XHTML) <DIV> (SWF)
- 40. URL Structure • Some links are more equal than others – Javascript links and anchor links won’t get crawled – The closer a page is to the root, the better – A URL should include keywords if possible – Always use absolute URL not relative – Always use lower case • Here’s how not to do it <A HREF=“javascript:goToPage(“1”)”>Bad link</A> <A HREF=“#section1”>Another Bad Link</A> <A HREF=“/my-folder/danspage.html”>Not another bad link!</A> <A HREF="http://msn.com/my-folder/another-folder/yetanotherfolder/page.html">You're kidding. ANOTHER bad link?</A>
- 41. <HEAD> tag • The <HEAD> tag should follow this order <head> <title>A unique title that describes what a user can find on this page</title> <meta name="description" content="This is a unique description of the content of this page, different to the TITLE tag." /> <meta name="keywords" content="one, two, three, four, five" /> <meta HTTP-EQUIV="Content-Language" content="EN-GB" /> <meta http-equiv="Content-Type" content="text/html" /> <!-- anything else you need --> </head>
- 42. Crawlability
- 43. 404 pages • Is this Page Not Found? Are you sure? – The 404 page should return a 404 (Not Found) or 410 (Gone) Status Code – Some 404 pages return a 200 (OK) Status Code, this is a “soft” 404 – These soft 404 pages can make it into the index as valid pages
- 44. XML Sitemaps and Robots.txt • The Search Engines need a helping hand to find your pages – By submitting an XML Sitemap (http://sitemaps.org) you can inform the search engines which pages you would like them to crawl <?xml version="1.0" encoding="UTF-8"?> <urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"> <url> <loc>http://www.example.com/</loc> <lastmod>2005-01-01</lastmod> <changefreq>monthly</changefreq> <priority>0.8</priority> </url> </urlset> • Tell the crawler what not to crawl – By adding a robots.txt file to the root of a domain, you can exclude pages or sections of a site from being crawled – Useful for transactional pages or “print version” pages and the like
- 45. Server Optimization • HTTP Compression – Having a large website and millions of pages or URLs means a crawler takes a long time to crawl and index your entire site – XML Sitemaps and proper link strategy aren’t always enough – HTTP Compression works like a .zip file – Reduces download time for users and crawlers • Conditional GET – Do your pages change often? – Why waste time having crawlers re-spider your site? – Tell browsers and crawlers that your pages haven’t changed – Improves index coverage quickly
- 46. Case Study SEO for MSN Video
- 47. Case Study: MSN Video http://video.msn.com/video.aspx?mkt=en-gb
- 48. Case Study: MSN Video http://video.msn.com/video.aspx?mkt=en-gb
- 49. Case Study: MSN Video http://video.msn.com/video.aspx?mkt=en-gb
- 50. Case Study: MSN Video http://video.msn.com/video.aspx?mkt=en-gb
- 51. Case Study: MSN Video • Real URLs – One page per video – http://video.msn.com/?mkt=en-gb&vid=b098ff42-994c-4ebd-8741- 1c34737318b7&playlist=search:q:plane:mk:en- gb:sf:ActiveStartDate:vs:1:cs:ENGB_Stupid%20Videos&tab=s1204718424896&from=video _module – ...becomes http://uk.video.msn.com/videos/woman-in-airport-strop/ • Build links to the Video pages – Empower users to share via Social Media and blogging with a single click – Achieve scale by using the inline player on MSN content pages – Show related videos • Make the pages Crawlable – Get rid of the AJAX – Correct down-level experience • Build topic relevance – Expose user generated content such as ratings, comments, submitted videos – Display relevant content from around the network in an automated fashion • Full index coverage – Geo-target individual countries’ Video destination site with Webmaster Tools validation, META tagging and domain – XML Sitemaps and Robots.txt for each market