Date post: | 16-Dec-2014 |
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Technology |
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Designing for your least able user
Michael SmethurstInformation Architect
BBC Audio and Music
The first rule of SEO
Never believe anyone who claims to know anything about SEO
Google is like Coca Cola
Only 2 people know how it's made...
...and they're not telling
Having said that…
Some things we know make no difference to your PageRank
Meta description element
Meta keywords element
(hidden data is too easy to spam)
Meta description element
Meta keywords element
(hidden data is too easy to spam)
Meta description element
Meta keywords element
(hidden data is too easy to spam)
Some caveats
If your local site search is a little behind the Google curve it may still use meta elements
to index content
Google doesn't index the description element BUT sometimes search engines do use this (along with the page title element)
in the search results displayed to users. You still need to write good titles and
descriptions
If your local site search is a little behind the Google curve it may still use meta elements
to index content
Google doesn't index the description element BUT sometimes search engines do use this (along with the page title element)
in the search results displayed to users. You still need to write good titles and
descriptions
One thing we know makes little difference
Keywords in URIs
Adding keywords to URIs is a common SEO recommendation
Google say it makes no difference to their indexing
It MAY have an effect on Yahoo but no-one seems sure
We’ll come back to this!
Adding keywords to URIs is a common SEO recommendation
Google say it makes no difference to their indexing
It MAY have an effect on Yahoo but no-one seems sure
We’ll come back to this!
Adding keywords to URIs is a common SEO recommendation
Google say it makes no difference to their indexing
It MAY have an effect on Yahoo but no-one seems sure
We’ll come back to this!
Adding keywords to URIs is a common SEO recommendation
Google say it makes no difference to their indexing
It MAY have an effect on Yahoo but no-one seems sure
We’ll come back to this!
Some things that do make a difference
Well structured semantic (x)HTML - h1s, h2s etc
Search sitemaps
Well structured semantic (x)HTML - h1s, h2s etc
Search sitemaps
One thing that makes lots of difference
Write in plain English
Use words your users are likely to use and search for
Write in plain English
Use words your users are likely to use and search for
But…
Don’t repeat yourself unnecessarily
Write for people not for search bots
If you saturate your content with repeated keywords it will be unpleasant to read and less
useful
If it’s less useful people won’t link to it…
Don’t repeat yourself unnecessarily
Write for people not for search bots
If you saturate your content with repeated keywords it will be unpleasant to read and less
useful
If it’s less useful people won’t link to it…
Don’t repeat yourself unnecessarily
Write for people not for search bots
If you saturate your content with repeated keywords it will be unpleasant to read and less
useful
If it’s less useful people won’t link to it…
Don’t repeat yourself unnecessarily
Write for people not for search bots
If you saturate your content with repeated keywords it will be unpleasant to read and less
useful
If it’s less useful people won’t link to it…
…and one thing that makes all the difference is…
links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links links
The more your page is linked to the higher your PageRank
The higher the PageRank of pages that link to your page the higher your Page Rank
The more your page is linked to the higher your PageRank
The higher the PageRank of pages that link to your page the higher your PageRank
In addition to the density of links the titles of those links are all important
Don’t do this:To find out more about {important key word} click
<a href=“..”>here</a>
Do this:Find out more about <a href=“..”>{important key
word}</a>
In addition to the density of links the titles of those links are all important
Don’t do this:To find out more about {important key word} click
<a href=“..”>here</a>
Do this:Find out more about <a href=“..”>{important key
word}</a>
In addition to the density of links the titles of those links are all important
Don’t do this:To find out more about {important key word} click
<a href=“..”>here</a>
Do this:Find out more about <a href=“..”>{important key
word}</a>
The importance of link titles is what leads to link spam (see ‘miserable failure’)
Remember!
You can’t make people link to you
How well your site fares in search engines is at the discretion of the web
The only things you can do are build links from aggregations and help to encourage linking
You can’t make people link to you
How well your site fares in search engines is at the discretion of the web
The only things you can do are build links from aggregations and help to encourage linking
You can’t make people link to you
How well your site fares in search engines is at the discretion of the web
The only things you can do are build links from aggregations and help to encourage linking
How to encourage linking
Make good content!!! Stuff that people want to pass on to friends, cite and bookmark
Spend time getting your URI schema right
Make every nugget of content addressable
Make good content!!! Stuff that people want to pass on to friends, cite and bookmark
Spend time getting your URI schema right
Make every nugget of content addressable
Make good content!!! Stuff that people want to pass on to friends, cite and bookmark
Spend time getting your URI schema right
Make every nugget of content addressable
Share the love
Links make the web a better place
Don’t be a link sink
If you like something link to it
And go easy on the rel nofollows
Links make the web a better place
Don’t be a link sink
If you like something link to it
And go easy on the rel nofollows
Links make the web a better place
Don’t be a link sink
If you like something link to it
And go easy on the rel nofollows
Links make the web a better place
Don’t be a link sink
If you like something link to it
And go easy on the rel nofollows
Three rules for URI design
URIs should be:
Human readable
Hackable
Persistent
And the greatest of these is persistent
URIs should be:
Human readable
Hackable
Persistent
And the greatest of these is persistent
URIs should be:
Human readable
Hackable
Persistent
And the greatest of these is persistent
URIs should be:
Human readable
Hackable
Persistent
And the greatest of these is persistent
URIs should be:
Human readable
Hackable
Persistent
And the greatest of these is persistent
Before adding keywords to URIs think what happens when those keywords change - can you
generate appropriate redirects?
Don’t sacrifice persistence for the sake of readability / hackability
Cool URIs don't change
Before adding keywords to URIs think what happens when those keywords change - can you
generate appropriate redirects?
Don’t sacrifice persistence for the sake of readability / hackability
Cool URIs don't change
Before adding keywords to URIs think what happens when those keywords change - can you
generate appropriate redirects?
Don’t sacrifice persistence for the sake of readability / hackability
Cool URIs don't change
Cool URIs
One URI per concept; one concept per URI
Avoid semantic drift (this year’s Glastonbury was not last year’s Glastonbury)
Minimise redirects - Google will only pass PageRank for one 301
Don't expose your technology stack (.shtml, /cgi-bin/, .php, /struts/, .jsp)
Return an appropriate representation (one URI for desktop + mobile + API with conneg)
One URI per concept; one concept per URI
Avoid semantic drift (this year’s Glastonbury was not last year’s Glastonbury)
Minimise redirects - Google will only pass PageRank for one 301
Don't expose your technology stack (.shtml, /cgi-bin/, .php, /struts/, .jsp)
Return an appropriate representation (one URI for desktop + mobile + API with conneg)
One URI per concept; one concept per URI
Avoid semantic drift (this year’s Glastonbury was not last year’s Glastonbury)
Minimise redirects - Google will only pass PageRank for one 301
Don't expose your technology stack (.shtml, /cgi-bin/, .php, /struts/, .jsp)
Return an appropriate representation (one URI for desktop + mobile + API with conneg)
One URI per concept; one concept per URI
Avoid semantic drift (this year’s Glastonbury was not last year’s Glastonbury)
Minimise redirects - Google will only pass PageRank for one 301
Don't expose your technology stack (.shtml, /cgi-bin/, .php, /struts/, .jsp)
Return an appropriate representation (one URI for desktop + mobile + API with conneg)
One URI per concept; one concept per URI
Avoid semantic drift (this year’s Glastonbury was not last year’s Glastonbury)
Minimise redirects - Google will only pass PageRank for one 301
Don't expose your technology stack (.shtml, /cgi-bin/, .php, /struts/, .jsp)
Return an appropriate representation (one URI for desktop + mobile + API with conneg)
Finally
Google are cleverer than we are - you can't cheat em
Google are only trying to reward good behaviour - play nicely
Remember your pages are for humans first and search bots second. Don't wreck your UX by
chasing the SEO money
Google are cleverer than we are - you can't cheat em
Google are only trying to reward good behaviour - play nicely
Remember your pages are for humans first and search bots second. Don't wreck your UX by
chasing the SEO money
Google are cleverer than we are - you can't cheat em
Google are only trying to reward good behaviour - play nicely
Remember your pages are for humans first and search bots second. Don't wreck your UX by
chasing the SEO money http://www.meangene.com/google/design_for_google.html
Think of search bots as your least able users
If you stick to the common rules for accessibility, you won't go far wrong
Don’t rely on Flash for navigation
Degrade any JavaScript / AJAX gracefully
If you must use forms provide other browsable / crawlable routes to content
Think of search bots as your least able users
If you stick to the common rules for accessibility, you won't go far wrong
Don’t rely on Flash for navigation
Degrade any JavaScript / AJAX gracefully
If you must use forms provide other browsable / crawlable routes to content
Think of search bots as your least able users
If you stick to the common rules for accessibility, you won't go far wrong
Don’t rely on Flash for navigation
Degrade any JavaScript / AJAX gracefully
If you must use forms provide other browsable / crawlable routes to content
Think of search bots as your least able users
If you stick to the common rules for accessibility, you won't go far wrong
Don’t rely on Flash for navigation
Degrade any JavaScript / AJAX gracefully
If you must use forms provide other browsable / crawlable routes to content
Think of search bots as your least able users
If you stick to the common rules for accessibility, you won't go far wrong
Don’t rely on Flash for navigation
Degrade any JavaScript / AJAX gracefully
If you must use forms provide other browsable / crawlable routes to content
Absolutely finally
Magazines are made of pages, websites are made of links...