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SEO Friendly Web Application Design

Development, Fundamentals
Location: 2014 Level: Intermediate
Presentation: external link

You’ve architected your site to run flawlessly in Firefox and IE, but how well is it being crawled by the search engines? With search now driving more than 30% of all traffic to many websites, the answer to this question could have a significant impact on your business. Come learn everything you need to need to know about search engine optimization (SEO) in this session designed specifically for web developers. We’ll cover: best practices, design patterns, tools professionals use to diagnose SEO issues, and a review of common platforms including ASP.Net, IIS, Apache and Wordpress.

This session will run as an interactive workshop broken into a few sections. Each section will be followed by time for Q&A, and a personal review of the website of a lucky (brave!) member of the audience. There will be lots of examples and interaction!

Section 1: How search engines work
To deliver search results humans would want, search engines do their best to emulate real people in how they process the web. However, they are imperfect “humans” and in many ways are far less complicated than people. In this section we’ll cover how the major functions of a search engine work and show how that should impact your designs.

Section 2: Site architecture and page construction
In this section we’ll build on the knowledge of how a search engine works to provide best practices for how you should construct your pages. If the robot can’t access or parse your web page, then it doesn’t exist to the search engine or its hundreds of millions of users. Equally important are the ways you structure your URLs and links, as linking is used to understand how a site fits together as well as gauge the importance of any specific page.

Section 3: Technology platforms
Here we’ll take a look at different technologies and platforms (such as Flash, Silverlight, AJAX, javascript, servers and CMS systems) commonly used by web developers and discuss common pitfalls and best practices for configuration.

Section 4: Performing an SEO analysis of your site
Finally we’ll help you bring all the day’s information together with the processes and the tools to perform an SEO analysis on your own site. This will help you identify, prioritize, and fix any SEO issues you might be experiencing on your own site.

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Nathan Buggia


Nathan Buggia is the lead program manager for the Live Search Webmaster Center, Microsoft’s suite of tools designed to help search marketing professionals get better results from Live Search. Buggia has overall responsibility for all the Webmaster Center tools as well as external and internal evangelism for search engine optimization.

Previously, Buggia spent six years in Microsoft’s Server and Tools division, most recently as business manager for the Solution Accelerator Group. The division builds end-to-end solutions for IT and enterprise customers in Security, Management, Systems Architecture and Interoperability.

Nathan has been working in various aspects of web technology since his first web dev job in 1997, doing PERL and CGI. Since then he has worked in Java, C++/CGI, ASP.Net, Systems Administration, Systems Architecture, and Bio-informatics.

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Vanessa Fox

Nine By Blue

Vanessa Fox, Entrepreneur-in-Residence at Ignition, is a noted technology blogger who has been cited in publications such as USA Today and the London Times. She’s been building websites since 1995 and has been involved with product strategy in a number of industries including telecom, retail, and wireless. A Google alumnus, she created Google’s Webmaster Central, designed to help site owners improve their web sites and gain more visitors from search. Vanessa writes for a variety of publications, particularly as Features Editor for SearchEngineLand.com, hosts a weekly show on webmasterradio.fm, and consults with clients on building online communities and on internet marketing. Read her observerations on the web 2.0 world at vanessafoxnude.com.