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: alan@knechtology.comBlog: www.knecht-it.com

Twittter: @aknecht

List of SEO Resource & Toolswww.knechtology.com/seo