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Dan Cohen Seo At Scale from A4UExpo London 2009

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Dan Cohen's SEO at Scale presentation from A4UExpo, London October 13th 2009.

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Dan Cohen Seo At Scale from A4UExpo London 2009

  1. 1. SEO at MSN<br />Dan Cohen<br />Global SEO Engineering Lead<br />dan.cohen@microsoft.com | http://dancohen.info/<br />
  2. 2. SEO at scale<br />MSN covers 47 countries, 21 languages, 465Mil Users, Hotmail and Messenger<br />Selling SEO: Prioritization, Proof, Progress<br />Search marketing mix: PPC vs. SEO?<br />Automation: crawler + analysis engine<br />Engagement and Education<br />Crawlers are users too<br />
  3. 3. Relevance  User vs. Machine<br />
  4. 4. SEO Workflow<br />Engineering<br />Editorial <br />
  5. 5. Crawlability: Server Optimization<br />HTTP Compression<br />Having a large website and millions of pages or URLs means a crawler takes a long time to crawl and index your entire site<br />XML Sitemaps and proper link strategy aren’t always enough<br />HTTP Compression works like a .zip file<br />Reduces download time for users and crawlers<br />Conditional GET<br />Do your pages change often? <br />Why waste time having crawlers re-spider your site?<br />Tell browsers and crawlers that your pages haven’t changed<br />Improves index coverage quickly<br />
  6. 6. IIS 7.0<br />SEO Toolkit<br />
  7. 7. IIS SEO Toolkit<br /><ul><li>Site Analysis
  8. 8. Full and deep SEO analysis
  9. 9. Rich dashboard and Query Builder
  10. 10. Detailed path-mapping analysis
  11. 11. IISBot – a fully-featured crawler engine
  12. 12. Full politeness features: analysis boundaries, number of URLs, max Kbs per URL
  13. 13. Support for Sitemaps, Robots.txt and “NOINDEX, NOFOLLOW”
  14. 14. Robots Exclusion
  15. 15. Full graphical user interface, support for filtering, sorting and grouping
  16. 16. Control sitemap locations and “disallow” by path, URL, parameters
  17. 17. “Physical” or “logical” view of your website
  18. 18. Sitemaps
  19. 19. Full control over sitemaps and sitemap index files
  20. 20. Easy-to-use interface
  21. 21. Tests for broken links</li></ul>http://www.iis.net/extensions/SEOToolkit<br />
  22. 22. IIS SEO Toolkit<br />http://www.iis.net/extensions/SEOToolkit<br />
  23. 23. Case Study<br />SEO for MSN Video<br />
  24. 24. Case Study: MSN Video<br />http://video.msn.com/video.aspx?mkt=en-gb<br />Flash<br />Video in Flash<br />Flash and AJAX<br />AJAX<br />
  25. 25. Case Study: MSN Video<br />http://video.msn.com/video.aspx?mkt=en-gb<br />
  26. 26. Case Study: MSN Video<br />http://video.msn.com/video.aspx?mkt=en-gb<br />
  27. 27. Case Study: MSN Video<br />Real URLs – One page per video<br />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<br />...becomes http://uk.video.msn.com/videos/woman-in-airport-strop/<br />Build links to the Video pages<br />Empower users to share via Social Media and blogging with a single click<br />Achieve scale by using the inline player on MSN content pages<br />Show related videos<br />Make the pages Crawlable<br />Get rid of the AJAX<br />Correct down-level experience<br />Build topic relevance<br />Expose user generated content such as ratings, comments, submitted videos<br />Display relevant content from around the network in an automated fashion<br />Full index coverage<br />Geo-target individual countries’ Video destination site with Webmaster Tools validation, META tagging and domain<br />XML Sitemaps and Robots.txt for each market<br />
  28. 28. Thank you <br />Dan Cohen<br />Global SEO Engineering Lead<br />dan.cohen@microsoft.com | http://dancohen.info/<br />

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