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 1.Your Domain 2.Their Domain Your Domain Their Domain 4 Links 3 Links Who Ranks first? Who has more links? Inbound Links

Link Juice is a Fixed Quantity Link Juice = 5 LJ =1

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

Why Redirects Matter Old Page New Page Links Shredded With It!

Page Moved New Page New Page 302 Redirect 301 Redirect Page Moved Link Juice Implementing Redirects

Canonical Issues yd.com yd.com 600 Links 75 Links 600 Links Drive Rankings 75 Links Wasted

Canonical Redirect yd.com yd.com 301Redirect 675 Links Drive Rankings 600 Links 75 Links

Canonical Redirects in Apache RewriteCond %{HTTP_HOST}. RewriteCond %{HTTP_HOST} !^www\.seoclass\.org [NC] RewriteRule (.*) [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 " - 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 asp-on-iis-server/.

Canonical Redirects with IIS ISAPI Rewrite RewriteEngine On RewriteCond %{HTTP_HOST} ^yourdomain\.com$ [NC] RewriteRule ^(.*)$ [R=301,L] May be Cryptic, but that’s it!

Redirects in a Different Publishing System

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 Original Pages Not Crawled = 50 Duplicate Pages Gotta go!

Dup Page Duplicate Pages Home Page Link Juice = 12 LJ = Your Domain

Dup Page Duplicate Pages Home Page Link Juice = 12 LJ =6 1. Your Domain LJ =6 LJ =0

CMS Dupe Content Example

Example CMS Code Flow

Thank You! Eric Enge President Stone Temple Consulting (508)