Navneet Kaushal, Director, CEO and Co-Founder of Page Traffic speaks about URL structuring to make the website SEO friendly and the factors that need to be in a filepath. He explains why having a heirarchy in the directory structure, linking and usage of canonical tags boost your SEO marketing efforts. Further, Mr. Kaushal tells us how banal issues with the website lead to crawl wastage and index inflation and how it is possible to solve these problems. Lastly, he concludes with the importance of structured data, implementation of structured data and how it improves the CTR for the website. Ctrl F5, powered by ResellerClub is a summit for elite web designers and developers looking to collaborate, network and share knowledge with some of the best leaders of the Internet presence industry in India. Check out: https://www.resellerclub.com/ Subscribe: https://bit.ly/2tUMzqU Facebook: https://www.facebook.com/TeamResellerClub/ Twitter: https://twitter.com/ResellerClub LinkedIn- https://www.linkedin.com/company/1795193/ ResellerClub (https://www.resellerclub.com/) was founded with the objective of providing domain names and hosting products to Web Designers, Developers, and Web Hosts. ResellerClub offers Shared Hosting, Cloud Hosting, Dedicated Servers, VPS, Email, Backup, Security and more with multi-brand options in many of these categories to empower choice. ResellerClub also offers a comprehensive solution to register and manage 500+ gTLDs, ccTLDs and new domains.

1. Navneet Kaushal
CEO
PageTraffic
Search Engine Friendly for Web 3.0

2. Search

3. Why is SEO important?
Number of Searches/Day on Google
Average Daily Queries on Google
3 Billion Searches/Day
(announced Aug. 2012)

4. Growth of Google Queries in Last few yrs
Number of Searches/Day on Google
3 Billion Searches/Day
(announced Aug. 2012)

5. State of Search- India
Source: Netmarketshare and business-standard.com
Google
97%
Yahoo
1%
Bing
1%
Others
1%
Indian Search Engine Market Share

6. Search Often Brings the Most
Highly Qualified Traffic

7.  Helps you create a better website
 Brings in qualified traffic
 Helps you create better content
 Measurable/Actionable
SEO from a business perspective

8. DID YOU KNOW?
Search engines cannot read FLASH and JavaScript content.

9. DID YOU KNOW?
It's actually quite easy to exclude certain pages from search engine results by using a
robots.txt file.

10. DID YOU KNOW?
Google checks for duplicate content on your website.

11. DID YOU KNOW?
The webpage names also influence the rate of optimization for certain keywords.

12. DID YOU KNOW?
A common website mistake is giving each page the same title.

13. DID YOU KNOW?
Google moves websites down in the search results when an excessive number of
keywords are used.

14. DID YOU KNOW?
A page’s load time influences the ranking of your website in search engines.

15. DID YOU KNOW?
Search engines look at how much code you use. Therefore, tables and inline styles
not only make your code less synoptic but could also affect search engine ranking.

16. DID YOU KNOW?
It's actually quite easy to exclude certain pages from search engine results by
using a robots.txt file.

17. SEARCH ENGINE RANKING SIGNALS

18. Ranking Signal - HTTPS
Google considers HTTPS (SSL) ranking signal
http://googlewebmastercentral.blogspot.co.uk/2014/08/https-as-ranking-signal.html

19. Ranking Signal – Malware
Google penalizes websites that are hacked or
have malware. It highlights them with labels or
completely removes these sites from the index:
https://sites.google.com/site/webmasterhelpforum/en/faq-malware-and-hacked-sites

20. Ranking Signals – Security Summary
• Secure protocol SSL/TSL
• Web Application Firewall (Securing your
vulnerabilities using the best minds in the
industry)
– Hackers can inject malware into your site and Google WILL find it and demote your
rankings
• DDOS protection
– If Google can't access your site, it can't index it. Let alone your customers.
• DNSSEC
2
0

21. Ranking Signal – Site Speed
Google rewards faster loading websites:
http://googlewebmastercentral.blogspot.co.uk/201
0/04/using-site-speed-in-web-search-ranking.html

22. Ranking Signal – Site Speed
Technical hacks that boost your site’s speed:
• Compression
• Minification (CSS, JS, HTML)
• Response time
• Image Optimization
• Browser Caching
• How JS & CSS are served
• Use of Asynchronous scripts
• Use of CDNs
• Better headers and caching
• Latest server technology (HTTP/2, SPDY, GZIP)

23. •Comparison of Web 1.0, 2.0, 3.0

24. Highlights of each phase
• 1.0
• 1995-2003
• Yahoo, Amazon,
Netscape
• Infrastructure and
getting content online
2.0
2004-2009
Google, Flickr,
Facebook
User interface and
social community
3.0
2009
Siri, Primal Fusion,
Twine, WolframAlpha,
Structured data,
meaning and context
Web Era
Dates
Significant
Companies
Major
focus

25. "Even a basic understanding of
what to look for in technical SEO
can get you far. So many people
today focus too heavily on off-
page SEO, but if a site is
technically flawed, it won't matter
how many links you have or how
good your content is.”
Erin Everhart, SEO Manager, The Home Depot

26. SEO “101”
INDEXATION + RELEVANCY + POPULARITY
• Removing any hurdle to the crawlers is key for a perfect indexation
• Map your site architecture in accordance with semantic verticals to reach ideal relevancy
• Balance the quantity, quality, aging & regularity of your linkgraph to maximize popularity

27. 3 CORE PRINCIPLES OF SEO
INDEXATION
• Technical Solution that respects SEO Best Practices
• Site Architecture Mapped to Semantic Verticals
• Archiving that preserves content integration & interlinking forever
RELEVANCE
• Optimizing Keywords into Silos
• Internal linking strategy that distributes SEO & PageRank value
POPULARITY
• Quantity / Quality / Age / Frequency of links obtained
• Semantics aspect of backlinks (anchor text)
• Diversification of backlink entry points (hub pages)

28. What are Web 3.0 sites?

29. What are Web 3.0 sites?

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78. What are Web 3.0 sites?

79. More Pages Crawled = More Pages
Indexed = More Traffic (*If site is healthy)

80. Golden rule: “One filepath per specific
content piece”

81. Duplicate (many forms), sorting, multi-
category, non-existent, framed content

82. Assume that anything in the
DOM is technically
accessible to modern
search bots, even though it
may not pass juice

83. Robots.txt only works on internally

84. Don't block with both robots.txt and
meta robots together

85. Best to block with meta robots & delete
via GWT (*renew every 6 months)

86. X-robots tag, is in document HEAD,
useful for PDFs, XML, etc…

87. Do NOT:
Print session IDs/parameters on
filepaths in code
Pass session IDs via filepaths

88. Use cookies to pass session info

89. If no other alternative, block
parameters via GWT

90. URL
Structures

91. Filepaths can be flat, deep, or with
several parameters if needed, all seem
to work fine

92. Have a clear hierarchy in terms of
directory structure, use internal links to
emphasize relationships

93. Be consistent - all lower case, hyphens
not underscores, avoid empty spaces

94. Avoid foreign language encoding on
URLs

97. Copyright © www.pagetraffic.in

98. Copyright © www.pagetraffic.in

112. Onsite Optimization

115. The singularly
most important
on-site factor!
The TITLE Tag

116. • Include your chosen keywords within the TITLE
tag – preferably near the start of the tag
• Try to keep it to 70 characters
• Must be relevant to the page content
• Very important - each page should have a
different TITLE tag
The TITLE Tag

117. • A textual description of
what the page is about
• Shows up in Google
search results
The Description Tag

118. • Include keywords close to the start of the tag,
but don’t repeat more than 3 times
• Try to keep it to 150 characters
• Must be relevant to the page content
• Each page should have a different
DESCRIPTION tag
The Description Tag

119. • Google loves original, high quality textual content
• Body text is extremely important for search engine
rankings because this is what human users come to
see
• Keywords, synonyms and variations of the primary
keyword combination should be included in the
body text, but not so that it reads ‘artificially’. It
should read naturally.
Body Text

120. • URLs that contain keywords are better than those that
don’t
• Quite easy to do if your website is static, a little more
difficult for database-driven sites
• Don’t make the URLs too long because this will be seen
as an attempt to manipulate the search results
• Good and bad:
• www.mysite.com/health-insurance
• www.mysite.com/search.asp?insuranceID=435&l
ocID=32
Keywords in URLs

121. • Heading tags – eg. <h1>, <h2> - within the
HTML identify headings within the page copy
and break up the text
• They are used by search engines to determine
page content
• Use keywords in these tags, but don’t overdo it.
Heading Tags

122. • The ‘anchor’ text contained within hyperlinks
provides Google with an understanding of what the
linked content is about
• Every hyperlink on your site should have descriptive
anchor text, rather than ‘click here…’
• Inline links or contextual links are best
• eg.
• Blue Train Enterprises offers a free white paper
on how to optimise your website for the search
engines
Link Anchor Text

123. • ALT is displayed if the image doesn’t load in the
user’s browser
• The ALT tag should describe the image
• Keep it short and to the point
• It also can have a positive effect
on your website rankings
• Don’t use ALT tags as a place to
stuff keywords
Image ALT Text

125. Three Great &
Free Tools for
Crawling

126. Screaming Frog
http://www.screamingfrog.co.uk/seo-spider/

127. IIS SEO Toolkit
http://www.iis.net/downloads/microsoft/search-engine-optimization-
toolkit

128. Xenu
http://home.snafu.de/tilman/xenulink.html

129. DO’S & DONT’S – ONSITE
SEO To-Do
•Define your IA and determine canonical URLs for hub pages across all
major categories, with expansion ability
•Use breadcrumb style navigation – Put all new content in it!
o EG: Home > Kitchen > Major Appliances > Stoves
•Include relevant category-specific navigation at each level
•Make interlinking mandatory! Include in-content links to similar pages
around the site, and give links from other pages
•Keep updated HTML and XML sitemaps for all new content
•Learn all the (new) ways to control indexation and linkjuice flow

130. DO’S & DONT’S – ONSITE
SEO Don’ts
•Let the same content appear on more than one URL
•Just throw content up without linking to it, or linking from it
•Spread your linkjuice thin over pages without unique content
•Leave open ended page scripts like calendars
•Archive poorly (or not at all) without respect to your IA
•Return server headers other than 404 for error pages
•Think you can fix linkjuice distribution issues with robots.txt

131. CANONICALIZATION ISSUES
Duplicate Content
•Domain.com VS www.domain.com VS www.domain.com/ VS
www.domain.com/index.php
Category & Product Pages
•…/product.php?category=clothing&sub-category=pants&gender=mens
•…/product.php?gender=mens&category=clothing&sub-category=pants
•…/product.php?category=clothing&sub-
category=pants&gender=mens&color=blue

132. CANONICALIZATION ISSUES
Quick Checklist
•No Capital letters, special characters, or spaces  use dashes
•Parameters in URLs are fine but only if variable order / useless
variables are taken care of – try to also limit to up to 5 parameters
•Use standard HTML tags (<H1>, <ul>, <a>)
•Session ID variables should likely use the canonical tag
•Avoid code-bloating: place visible content higher in the code

133. SITE SPEED
• Page speed matters (now). So benchmark yourself against leaders. In a
way, that’s fun, you can create “Page speed contests” now.
• To do so, install Google Page Speed and Yahoo’s Yslow.
• Run them on your home page and at least a few random internal pages
• Follow every recommendations for: image optimization, gzip
compression, javascript “minification”, CSS “minification”.
• Once this is done, look at subtler speed improvements they recommend.
• Moving to a stable Cloud environment isn’t a bad idea either.

134. “Most of the right choices in SEO come from
asking: What’s the best thing for the user?”
Matt Cutts

135. Website: www.pagetraffic.com
Email: navneet@pagetraffic.com
Twitter: @navneetkaushal
Blog: www.pagetrafficbuzz.com
Facebook: www.facebook.com/pagetraffic.in
THANK YOU!