Following the deployment of their liquid template, I have reviewed Nokia web site just to check whether their team did something wrong.

2. Areas of SEO improvement

3. “Compare phones” & duplicate content

4. Fixing the duplicate content issue
• By using the robots.txt file it is possible limiting spiders
access and avoid crawling of specic areas of the site.
This need to be followed up with the inclusion of the
meta tag robots noindex to avoid the indexation.
• Keep using Ajax to memorize the model to compare,
but store the product code in a hidden field / cookie.
This avoids the necessity of creating multiple URLs.

5. Complex robots.txt file…
… makes difficult to manage the configuration and could cause
crawlability problems.

6. Why using an over complicated robots.txt file?
Is your site offering only two pages for every search while
looking through the accessories?

7. Any other reason for this?
What was the intent behind this configuration?

8. Fixing the robots.txt file
• Keep the robots.txt file as simple as possible.
Google suggests to not include the file at all if not
necessary.
• Understand your goal and plan a strategy.
The solution may sit somewhere else in your server
rather than in your robots.txt file.

9. No SEO friendly URL
URLs should suggest what the page content is at a first
glance. While planning a site structure, taxonomy plays an
important role.
The site seems to use SEO friendly URLs, but relevant
information have been left aside.

10. Implement (proper) taxonomy in your URLs
The Nokia protective cover for Lumia 620
http://www.nokia.com/gb-en/accessories/accessory/cc-1056/
Should have been named as
http://…/accessories/lumia-620-protective-cover/
Or
http://…/accessories/phones/lumia-620-protective-cover/

11. Serve the correct language URL to searchers…
Worldwide company like Nokia requires to serve users with
translated content, or targeted to users in a certain region.

12. …sending crawlers the right signals.
However, there are certain portions of the sites that have
similar content within a single language (small regional
variations apply).
For instance UK English vs US English pages.
Having both versions on site is legitimate, but may lead SEs
to return the wrong URL if not properly configured and also
to raise a duplicate content issue.
To solve this, it is important sending the right signals like:
• Correct language code according to the ISO 639
• Alternate tag (Google only)

13. Cloaking is against the Webmaster guidelines
Impersonating Googlebot
Impersonating
GoogleBot from US
locations, Nokia
server(s) perform a
301 redirect before
serving the page.
480 URLs identified.

14. How to fix the cloaking issue
This cloaking is likely to not be intentional, but a “Quality
Rater” may flag this causing your site a penalty.
“User-agent based delivery” directives are likely to reside in
the .htaccess or httpd.conf (Apache configuration files), and
that should be the primary source of investigation.

15. Improving on-site content

16. Rich snippet on pages
Great content is the backbone of great SEO. But great
content needs to be appreciated by search engines, not just
humans.
Rich snippets have been launched to enhance shopping
sites, but are useful also for visually improving results on
SERPs, thus leveraging CTR.

17. Mixed and improperly configured rich snippets
A mix of schemas on your
pages, but regardless the
type, often the mark-up is
incorrect nullifying the
implementation.
Although data-vocabulary is
still valid, using the
schema.org would offer
more flexibility.

18. Teach (your granny) how to…
Create videos showing how to use phone features in step-
by-step processes.
Short & memorable pre and post launch videos regurlarly
add on site leave viewers wanting more and will configure
Nokia as a primary source of information.
On average, users spend
around 2 minute 30 seconds
watching YouTube videos.
People do not want to sit
through a boring stuff.

19. From walkthrough to more specific videos
A brand new “How to” section for every products would
allow you to:
a) Add fresh content on site (Google freshness algo
favorites site regularly updated)
b) Enhance your YouTube channels, offering another
opportunity to monopolise the SERPs
c) Provide additional content to be seeded throughout
your blog
d) Give you chances to seed the content throughout third
party sites.

20. Google Author Authority in users’ review
Who are you?

21. How can this be done?
• Creating a relationship between the reviewer name and
his Google+ personal page.
• Delegate the entire comment management to Google+.
As of today, there is not an official API support for this.
However, with some coding and marketing incentives
Nokia can capitalise the opportunity and lead the market.
Remember, if you are not doing it first, somebody else will!

22. A proper “support section”
Searching in the support section may leave your users
confused. An internal search for the keyword “blog” returned
me two similar results but different solutions with no clear
indication to which model they apply.
http://po.st/ZO70ld
http://po.st/DzROPE

23. Improving off-domain
SEO optimization

24. Creating marketing opportunities
36%
64%
How people consume online marketing content
Mobile producer sites
Third party sites
Being a big brands it means have big responsibility to
proactively feed the market with information to help third
party sites generate authentic conversations and UGC.

25. Engage users creating a widget
• Mobile phone life cost calculator
A simple but effective tool to demonstrate different mobile phone
running cost, factoring cost of accessories and application, battery
replacement and energy consumption.
• Co2 emission analyser
Mobile consume energy, to produce energy we produce Co2.
People may be fascinated to understand how much they pollute by
using their phone.
Targeting different niches is vital for the off site strategies
as it enhance the link diversity concept.

26. Producing evergreen content
Evergreen content is meant to provide information that is
not likely to change in the near future, thus offering chance
to attract links over time.
Evergreen content is difficult to last longer in a fast pace
niche like technology, but with very little effort this can be
maintained and help capitalize visitors and brand equity.
For example a
“How fast is UK mobile broadband”
could represent a nice fit; this content
can be update as soon as the release
of a new technology changes the
landscape and requires the network to
be upgraded.

27. Case studies
Produce nice crafted and extremely informative
whitepapers / free report / research or presentation, then
submit the document to sharing sites or to active bloggers
in the industry.
Having the whitepapers available for
download on authority and high-
traffic blogs can definitely give your
site some high-value links (e.g.
coming from the PDF version) and
works excellently in improving your
brand’s visibility.

28. Tie up your Google+ page to your site
Google Authorship can be applied to business as well using
the rel=publisher.
Nokia can tie the Google+ page to the whole site, and
enhance the SERP rich snippet showing the profile picture.
Results with a Google+ profile image stand out and are
subject to a better CTR.

29. I’m a leading practitioner in SEO with
over 10 years experience. I’ve been
recognised by Google as one of their
Top Contributors on the webmaster /
SEO forum.
I worked on many international clients
including Exxon Mobil, Burberry and
Microsoft.