SEO A Linear Approach Alan K’necht President K’nechtology Inc.
May 15, 2015
SEO A Linear Approach
Alan K’nechtPresident K’nechtology Inc.
About K’nechtology• K’nechtology
– Consulting firm based in Toronto est. 1995
– Services both small and large businesses– Specializing in:
• SEO & SEM• Web Analytics• Web Design• Training, Workshops • &More stuff you don’t care about
About Me
• Working with the Web since 1995• Measuring web effectiveness since
1996• Specializing in SEO since 2002• Run a series of SEO/SEM training
seminars
SEO A Linear Approach
VS
Avoid the Noose• Don’t put important
content in Flash• Yes SE now indexing but very limited
• Web 2.0– Mash-ups, Ajax can’t be index
What Do SE’s Like?
Three ThingsThree Things
What Do SE’s Like?
WORDSWORDS
WORDSWORDS
WORDSWORDS
Word Positioning
Search Engine’s value words at the beginning of the code more then at the bottom
The Linear Approach to Words
• Go to a 2 tier web development strategy
• Separate content from presentation
• Organize content logically• Use CSS to position content for the
visual effect
Use CSS to Control Positioning
What a SE SeesNo CSS
What People SeeApplied CSS
<h1> Page Title </h1>Content content content content content content Content content content content content content
Menu1 Menu2 Menu 3
Logo
• Menu1
• Menu 2
• Menu 3
Page TitleContent content content content content content Content content content content content content
The Newspaper Philosophy
The Newspaper Philosophy
• Where are the headlines?– At the top of the story or at the
bottom– Do they contain important words
• Where is the table of contents – at the top of page?
The Linear Approach to Words
• Important elements must come first• Ensure these elements contain your
targeted keyword phrases• Graphics, Ajax & non-essential code
at the bottom– i.e. external java scripts (less code)
• Use CSS to position everything
Search Bots are Browsers
• Bots are browsers• They see things in their own way
– Linear– Bad code may confuse bot, so
validate
• You test for multiple browsers, so– Test for bots
Testing The Linear Approach
• Use FireFox with Developer plug-in• Turn off all CSS and see how the
HTML promotes your content• Do important words/phrases come
first?– Where is your H1 tag?
Testing The Linear Approach
• How far through the code does a bot have to go before it finds valuable copy?
• Does your code validate at the W3– validator.w3.org
Testing The Linear Approach
• Let’s take a look at a couple of sites
Thank YouAlan K’necht
E: [email protected]: www.knecht-it.com
Twittter: @aknecht
List of SEO Resource & Toolswww.knechtology.com/seo