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Marketer to Developer TranslationSMX West
February 9, 2009
Developer Goals
Help GrowThe Business
Developer Goals
RobustSupportable Code
Developer Goals
Work on Fun Stuff
Developer Goals
Don’t Get Drawn InTo Stupid Projects
By Marketing
Marketing Goals
Help GrowThe Business
Marketing Goals
Promote the Web Site
Marketing Goals
Stop DevelopmentFrom Working On
Stupid Projects
Marketing Goals
Two MartiniLunches!
Links Are Votes
1. Your Domain
2. Their Domain
YourDomain
TheirDomain
4Links
3Links
WhoRanks first?
Who hasmore links?
Inbound Links
Link Juice is a Fixed Quantity
Link Juice = 5
LJ =1
LJ =1
LJ =1
LJ =1
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 JuiceFor The
ImportantPages
Why Redirects Matter
OldPage
NewPage
LinksShreddedWith It!
PageMoved
NewPage
NewPage
302 Redirect
301 Redirect
PageMoved
Link Juice
Link Juice
Implementing Redirects
Canonical Issues
http://www.yd.com
http://yd.com
600Links
75Links
600LinksDrive
Rankings
75Links
Wasted
Canonical Redirect
http://www.yd.com
http://yd.com
301Redirect
675LinksDrive
Rankings
600Links
75Links
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 100pages today
1 2 3 4-50
53 52 5154-100
Original Pages Not Crawled = 50
Duplicate PagesGotta go!
DupPage
Duplicate Pages
Home PageLink Juice
= 12
LJ =4
LJ =4
LJ =4
1.2. 3.Your Domain
DupPage
Duplicate Pages
Home PageLink Juice
= 12
LJ =6
1. Your Domain2.3.
LJ =6
LJ =0
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
(508) 485-7751
