Ithaca Web People Meetup - November 2016

1. SEO FOR DEVELOPERS
Ithaca Web People • November 2016 • Paul Stonier

2. SEARCH ENGINE OPTIMIZATION
Job #1:
Making sure your site’s content is as crawlable as possible

3. THE BASICS
➤ Markup Structure
➤ <title>
➤ <meta name="description">
➤ <h1><h2><h3>
➤ <a>
➤ Content Structure
➤ Keyword density (~2–3%)
➤ At least 300 words
➤ Write for humans
➤ Performance
➤ Load Time
➤ Bounce Rate / Time on Page

4. THE REL ATTRIBUTE
➤ rel="nofollow"
➤ rel="canonical"
➤ rel="next", rel="prev"
➤ rel="home"
➤ rel="author"

6. https://vimeo.com/blog/post/video-seo-how-structured-data-and-rich-snippets

7. https://vimeo.com/blog/post/video-seo-how-structured-data-and-rich-snippets

8. DUPLICATE CONTENT
➤ Helping Google decide which version to use. (http vs https, www vs no-www,
http://example.com/ vs http://example.com/?user=123)
➤ 301 Redirects to preferred version
➤ <link rel="canonical" href="http://mypage.com/page.html" />
https://webmasters.googleblog.com/2009/12/handling-legitimate-cross-domain.html

9. HIDDEN CONTENT
➤ Robots.txt
➤ Define directories or files that you do not want to be crawled.
➤ Don’t block JavaScript or CSS files needed to load your page properly
➤ Screen Reader Text gets crawled
➤ Logo to homepage link
➤ Learn More ( about retail best practices )
➤ Visibly hidden content is indexed but given less weight (ie. Tabs, Click to Expand)

10. PROVIDING ADDITIONAL DATA
➤ Structured Data -> Providing metadata about the page and/or objects on your page
➤ Formats: JSON-LD, microdata, RDFa
➤ Vocabulary: schema.org
➤ Types of content:
➤ Business info (organization type, contact info, etc)
➤ Media details: Video (duration, thumbnail, author, etc)
➤ Reviews (ratings, name, date, author)
➤ Recipes
➤ Breadcrumbs
https://developers.google.com/search/docs/guides/intro-structured-data

14. https://developers.google.com/search/docs/guides/search-gallery

16. VIDEO MARKUP WITH MICRODATA
https://developers.google.com/webmasters/videosearch/schema

17. https://vimeo.com/blog/post/video-seo-how-structured-data-and-rich-snippets

18. AMP PAGES

19. AMP PAGES

22. QUESTIONS?