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3 Advanced SEO Techniques You Need to Know

The world of search engine optimization is a complicated one, and if you’re a “non-techie” business owner who’s been thrown into webmaster duties for the simple sake of having a business web presence, just learning the basics of SEO might seem overwhelming.

Unfortunately, the web’s search engine spiders don’t care about how skilled you are in the technical arena.  What they care about is the content they can read on your pages, so if you aren’t utilizing both basic and advanced SEO techniques on your website, you risk being indexed and ranked for the wrong words – or none at all!

For this reason, it’s important to familiarize yourself with SEO techniques and to implement SEO best practices to the best of your abilities.  Fair warning – the following three topics may seem complex.  However, if you invest a little time in reading more about them, you should be able to implement them in a way that makes sense for you and your website.

Let’s get started!

Technique #1 – Canonicalization

Canonicalization sounds tricky, but it’s not that difficult to understand.  Essentially, there are a number of situations that can cause content on your website to appear on multiple URLs.  These instances can cause your site to be indexed improperly or to trigger duplicate content filters, in which the search engine spiders must determine which version of your content (if any) to display in the SERPs.

The easiest example to understand is that your website can be accessed from both “http://www.mysite.com” and “http://mysite.com”.  If you have inbound links pointing at both of these URLs, they’ve likely both been indexed by the search engine spiders, which can lead to complications in terms of how link juice is passed and how your site appears in the SERPs.

Similarly, if you use a platform like WordPress (which dynamically creates category and tag pages that display your articles in multiple locations) or a service that adds tracking or session IDs to your URLs (for example, “http://www.mysite.com/file.php?var1=value&mysession=123”), the search engines could be indexing multiple copies of your original articles.

To prevent these situations from influencing where and how your site is ranked in the SERPs, consider implementing the following best practices:

• Use a 301 redirect (which we’ll get into next) to ensure your site is indexed at either the “www” version or the “non-www” version of your domain name (not both).
• Build any external backlinks using the same URL structure you set with your redirect.
• Use caution when building your site to ensure all internal links are structured the same.
• Add the rel=”canonical” tag to your pages to specify which URLs should be indexed by the search engines.  Be aware, though, that this is only a suggestion – the search engines are not required to adhere to the URL preferences you specify with this tag.

For more recommendations on how to handle canonicalization issues, take a look at the following resources:

• 8 Canonicalization Best Practices in Plain English
• What is Canonicalization?
• About rel=”canonical”

Technique #2 – Redirects

Deploying proper redirects on your site follows a similar principle as canonicalization.  That is, if you move content on your website (or from one website to another), you’ll want to be sure the search engine spiders are properly informed of the move and able to find and access your content in its new location.

There are two types of redirects that are commonly used in web development: 301 and 302.

301 redirects are permanent redirects.  Using this specific code tells the search engines that your content has been moved permanently and should be indexed at its new location.  301 redirects have the advantage of passing link juice and accumulated SEO authority to your content’s new home, which makes them incredibly valuable from a search perspective.

302 redirects, on the other hand, are temporary redirects.  A 302 redirect tells the search engines, “I’ve moved this content temporarily, but it will be back.  Please don’t attempt to redirect SEO authority away from my original URL.”

In most cases, you’ll want to use 301 redirects to control how the search engines index moved or deleted content.  To learn how to deploy this type of redirect correctly, check out the following articles:

• Redirection SEO Best Practices
• 
  

Technique #3 – Schema.org microdata

Microdata – which sounds significantly more complicated than it really is – is a language that’s used to add supplementary tags to your site’s HTML in order to provide more data to the search engine spiders and result in the creation of “Rich Snippets.”

When you think about the tags included in traditional HTML, it’s easy to see where some major deficiencies lie.  Typically, the only tags found in your site’s code include the body tag, title tag, meta description tag, heading tags and a few others.  While the search engines are able to capture the data stored in these tags, they occasionally run into challenges analyzing this information qualitatively.

For example, suppose you built a website reviewing the popular movie, “Avatar.”  Your initial code might look something like this:

<div>

<h1>Avatar</h1>

<span>Director: Arif anjum (born August 16, 1984)</span>

<span>Science fiction</span>

<a href=”../movies/avatar-theatrical-trailer.html”>Trailer</a>

</div>

And while the search engine spiders will be able to tell that you’ve written a page about the word “Avatar”, they can’t conclusively determine from this limited text whether your content is about the movie or about online profile pictures.

By adding Schema.org microdata, we can add extra information within our website’s code to instruct the search engines on how to process and index this content.  In the following example, the sample code shared above is modified with the “Movie” schema tag, which informs the search engines that what follows is content based on a movie called “Avatar”:

<div itemscope itemtype ="http://schema.org/Movie">

  <h1 itemprop="name">Avatar</h1>

  <span>Director: Arif anjum</span> (born August 16, 1984)</span>

  <span Science fiction</span>

  <a href="../movies/avatar-theatrical-trailer.html">Trailer</a>

</div>

Not only does this Schema.org microdata help our sites to be indexed more appropriately.  When integrated correctly, sites marked up with microdata become eligible to use “Rich Snippets” (basically, SERPs listings with additional information) in the search results pages.  These snippet enhancements can result in an increased clickthrough rate from the SERPs, making the time needed to mark up a website with standard microdata well worth the effort.

The following image shows two SERPs listings that are fully marked up with Schema.org microdata and two that are not.  If you wound up on this results page, which result would you be more likely to click through to?

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SEO tips and tricks

At its most basic, SEO means finding ways to increase your site's appearance in web visitors' search results. SEO is basically a collection of SEO tips and tricks on how to SEO your website, which helps a web site gain more traffic from search engines such as Google, Microsoft and Yahoo. Here are a few to help you: Wow digg Domain It can help to have keywords you are interested in ranking for within your domain, but only as much as the title, heading and content matters. One very important factor that is coming to light is that domain age is important. The older the site or domain, the better it is not spam and can do well in search results. The domain age definitely isn’t a make or break factor but it does help quite a bit. Avoid frames Frames are quite an old-school technique, and although aren't as commonplace as they once were, do still rear up their ugly head from time to time. Using frames is one of the worst possible things you could do for your search engine ranking, as most search engines can't follow links between frames. Even if a search engine does index your pages and web users find you through a search engine, they'll be taken to one of the pages within the frame. This page will probably be a content page with no navigation (navigation is normally contained in a separate frame) and therefore no way to navigate to any other page on the site!

Frames are also disadvantageous for usability as they can cause problems with the back button, printing, history and book marking. Put simply, say no to frames! Load time Just as much as your readers get annoyed with slow load time of your blog or website, similar is felt by a robot. Google values load time a lot in order to provide Google users a great searching experience by taking them to sites that load faster. Not everyone uses fast broadband connection and internet speed on smart phones is comparatively slower so you must maximize blog speed as much as you can. Never bank on negative reviews Although it was disputed by at least one SEO expert, the owner of the DecorMyEyes site believed that the more negative reviews and comments his site got - and there were many, thanks to his atrocious customer service - the better the site's rankings, primarily as a function of all the extra links and traffic. For a time, too, his strategy worked pretty well, for whatever reason.

In response to the case, however, Google says it has since tweaked its algorithms, though it didn't explain specifically how. My assumption is that the overall sentiment of a site's reviews are now a factor. So, lest anyone be tempted, this is not one of the sustainable SEO tips and tricks, nor a smart one. Avoid automatic queries If you're like most Website owners, you wonder how your pages rank on various keywords at any given moment in time. Lo and behold, there are even tools that will perform automatic queries for you, to find out the truth from Google itself. The only problem is, Google doesn't like that at all. Tools such as WebPosition Gold, it asserts, "Consume computing resources and violate our Terms of Service." Better avoid them. Behave like major brands Finally, you should think like a popular company and try to make your branding pervasive. You should start with small things; for instance, make sure that all the content is formatted properly. By making sure that your brand appears on all your web properties throughout the site, you’ll see enhanced visitor engagement and your brand will be able to develop a sense of reliability with the customers. Google keeps refining its algorithm, ranking branded sites higher, so if you start branding now, there’s a high possibility that your brand will receive similar recognition as popular brands do.