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Allison FabellaSEO / Social Media Manager
@alli12
Don’t let this happen to you!
It Takes a Village...To Mess Things Up
5 common OFFENDORS
1. Flash
2. Robots.txt
3. Canonical tag
4. Sitemaps
5. Link Farms
“Let’s MakeTHIS Sitesizzle!”
flashflash
What Your Exec Sees
What a Search Engine Sees
Good Solution: Speak Geek
Better Solution: Speak Money
$$$
Dove’sCompetitors
“NOTHING’SGetting
Past me’”
ROBOTS.TXTROBOTS.TXT
Yes. This STILL Happens
Also Watch Out For• Placement errors
– Root domain vs. sub
• Character errors– Robots.txt vs. Robot.txt,– Extra spaces – Keystroke errors
• Definition and command errors– NOINDEX vs. Disallow– Robots.txt vs. NOINDEX– Disallow vs. Allow
“let’s backupThose URL’s”
CANONICAL TAGSCANONICAL TAGS
Common Canonical Tag Errors
• Pointing to wrong page– Home page
– Different places in site
– Inconsistency between www’s...
• Incorrect formatting/coding– Extra spaces, bad characters
“I’LL TELLYOU WHERE
TO GO”
SitemapsSitemaps
What Could Possibly Go Wrong?
• Incorrect URL– www.abz.com VS. abz.com
• Incorrect sitemap protocol
• Invalid date, tags, URL...
• Incorrect sitemap type in Google WMT– i.e. Sitemap, News, ...
“trust me.I can hook You up.”
Link farmsLink farms
Link Building Gone Wrong
• There are no short cuts– Link building is relationship building
• Don’t fall for glitzy pitches– Beware of promises of “guaranteed” rankings– Tactic: Lots of links from “bad neighborhoods”
• Paid links violate Google’s webmaster guidelines– Search engines could levy penalty
“No worries.I’ve got
It covered”
Be the detectiveBe the detective
WHEN THINGS GO WRONG:
Start With What You Know
Do Your Detective Work
Culprit Caughtrel=“canonical”
Problem Solved
“we’ve got A situation
here...”
Crisis mode solutionsCrisis mode solutions
Crisis Checklist Development changes
Robots.txt
Sitemaps
Redirects
Canonical tags
Status Codes
NOINDEX tags
Server / Caching
Check w/SE user agent
Clues inWMT account
Post-Crisis Actions
1. Written documentation• Summarize details of problem & solution
• Include screen grabs
• Save FOREVER
2. Post-mortem with ALL parties involved
3. Email summary to stakeholders• Ok to be the hero, but don’t throw anyone under the bus
• You still have to work with these people!
“An ounce ofPrevention...”
Disaster preventionDisaster prevention
Regular Communication
– Daily or weekly meetings• A daily 15 minute checkup is sufficient
– Review upcoming & completed changes
– Carefully review code BEFORE launch
– Include ALL stakeholders
Training for Stakeholders
C-Suite• High level 101’s• Value of SEO • Patience with results
Project/Product Mgrs. • Emphasize SEO timing
in the development cycle
Designers• SEO consideration in
wire frames• Consequences of FLASH
Content Managers• Keyword research• Keyword placement• Anchor text
Developers• URLs (length, dupe
content, session IDs)• NOINDEX vs.
robots.txt• Sitemaps• Rel = canonical
Culture of Accountability
– Make the stakeholders your SEO “partners”
– Show examples of what could go WRONG
– Discuss consequences of errors and poor communication
– Provide developers with Google Webmaster Tools login
– Regular meetings will help
“I need backup.Now!”
referencereference
Reference DeskGeneral Google Help
http://www.google.com/support/webmasters/?hl=en
Google Help Forumhttp://www.google.com/support/forum/p/Webmasters?hl=en
Common Sitemap Errorshttp://www.google.com/support/webmasters/bin/answer.py?answer=35738
Search Engines’ Viewpointhttp://www.seo-browser.com/
HTTP Checkerhttp://www.rexswain.com/httpview.html
ArticlesCanonical Link Element
• “Complete Guide to Rel Canonical - How To and Why (Not)”• SEOmoz Daily Blog; Lindsay Wassel
• “Why I Still Hate Rel=Canonical”• Search Engine Land; Ian Laurie
Robots.txt• “A Deeper Look At Robots.txt”
• Search Engine Land; Stephan Spencer
• “Serious Robots.txt Misuse & High Impact Solutions“• SEOmoz Daily Blog; Lindsay Wassel
In-House Processes• “Where SEO Belongs In The Web Site Development Cycle”
• Search Engine Land; Jessica Bowman
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