Docstoc

smx-west-2009-developers

Document Sample
smx-west-2009-developers Powered By Docstoc
					Marketer to Developer
     Translation
     SMX West
   February 9, 2009
      Developer Goals

 Help Grow
The Business
Developer Goals

             Robust
         Supportable Code
       Developer Goals


Work on Fun Stuff
Developer Goals
         Don’t Get Drawn In
         To Stupid Projects
           By Marketing
   Marketing Goals

 Help Grow
The Business
Marketing Goals

        Promote the Web Site
     Marketing Goals

Stop Development
From Working On
  Stupid Projects
Marketing Goals

           Two Martini
            Lunches!
                 Links Are Votes
Inbound Links

  4              Your
Links           Domain
                            Who
                         Ranks first?   1. Your Domain
                          Who has
                         more links?    2. Their Domain

   3             Their
 Links          Domain
     Link Juice is a Fixed Quantity
                    LJ =1


                    LJ =1


Link Juice = 5      LJ =1


                    LJ =1


                    LJ =1
     Link Juice is a Fixed Quantity
                     LJ =
                     1.25
                     LJ =      More Juice
                     1.25       For The
                               Important
Link Juice = 5       LJ =
                                 Pages
                     1.25
                     LJ =
                     1.25
                     LJ =
                     0
Why Redirects Matter

                     Links
 Old               Shredded
Page                With It!



New
Page
Implementing Redirects
        Link Juice

 Page                    New
Moved   302 Redirect     Page


        Link Juice
 Page                    New
Moved   301 Redirect     Page
            Canonical Issues
 600    http://www.
Links      yd.com                 600
                                 Links
                                Drive
                               Rankings

 75       http://                75
Links     yd.com                Links
                               Wasted
          Canonical Redirect
 600    http://www.
Links      yd.com                 675
                                 Links
        301Redirect             Drive
                               Rankings

 75
          http://
Links
          yd.com
 Canonical Redirects in Apache
• RewriteCond %{HTTP_HOST} .
• RewriteCond %{HTTP_HOST}
  !^www\.seoclass\.org [NC]
• RewriteRule (.*)
  http://www.seoclass.org/$1 [R=301,L]

• May be Cryptic, but that’s it!
          Canonical Redirects In IIS
•   First of all, you need to set up separate entries for the www and non-www version of your website (usually using
    the host-header setting in IIS). Determine which version you want to redirect (for some help, try this tool to check
    the numbers on the canonical versons of a domain).

•      1. Start -> Control Panel -> Administrative Tools -> Internet Information Services.
•      2. Double-click "Web Sites" and then find the web site where the unpreferred domain is.
•      3. Right-click on the unpreferred site and choose "Properties". Choose the "Directory" tab.
•      4. Click the "A redirection to a URL" option.
•      5. Enter the URL of the preferred domain to the right of "Redirect to:", add "$S$Q" to the end to redirect paths,
    files and querystrings (eg "http://www.domain.com$S$Q" - don't use the quotes).
•      6. Select "The exact URL entered above" and "A permanent redirection for this resource".
•      7. Use "OK" to save the changes.

•   Don't trust the settings - test them with the server header checker. The preferred domain should come normally,
    the other one should 301-redirect. Try some lower level pages and some parameters in the querystring to be
    certain that it's working everywhere. It must return code "301" (not 302).

•   If you do not have console access to IIS, you will have to include a script into all pages / scripts processed on the
    domain. An example of how to handle this can be found at http://www.jlh-design.com/2006/08/301-redirects-in-
    asp-on-iis-server/.
   Canonical Redirects with IIS
         ISAPI Rewrite
• RewriteEngine On
• RewriteCond %{HTTP_HOST}
  ^yourdomain\.com$ [NC]
• RewriteRule ^(.*)$
  http://www.yourdomain.com/$1 [R=301,L]

• May be Cryptic, but that’s it!
Redirects in a Different Publishing System
Other System Redirects
Other System Redirects
          Duplicate Content
• Duplicate content is one of the banes of
  the web publishing world
• Content management systems are often
  the culprit
• So why does it matter?
            Wasted Crawl Budget
                I’ll take 100
                pages today


                         1         2        3        4-50


                       54-100          53       52     51
                                Duplicate Pages
Gotta go!
                 Original Pages Not Crawled = 50
              Duplicate Pages

                  LJ =4


Home Page                       1.
                  LJ =4         2.
 Link Juice
    = 12                        3.Your Domain

                  LJ =4
                  Dup
                  Page
              Duplicate Pages

                  LJ =6


Home Page                       1. Your Domain
                  LJ =6         2.
 Link Juice
    = 12                        3.

                  LJ =0
                  Dup
                  Page
CMS Dupe Content Example
CMS Dupe Content Example
http://www.mohawksoft.org/?q=node/8.
http://www.mohawksoft.org/?q=node/8
Example CMS Code Flow
   Thank You!
Eric Enge
President
Stone Temple Consulting
eenge@stonetemple.com
(508) 485-7751

				
DOCUMENT INFO