One of the most complex aspect of online marketing is SEO (search engine optimization). Whether you are a search engine optimizer, digital marketer or a webmaster, knowledge of SEO is essential for all. The world of search engines is undergoing change every day. It thus becomes essential for everyone to identify themselves with the current SEO processes, guidelines and changing algorithms. The entire business model of search engines is centered on two basic things i.e. speed and relevancy. These two basic things actually matter when it comes to implementation.

Through this blog I intend to share my experience of managing web portals while keeping the advanced technical SEO aspects in mind. Have a quick look at the five most significant SEO techniques, which are considered essential for managing web portals and large websites.

SEO Techniques and Tips

URL Structure

URL structure plays a very important role in SEO. Search engines, especially Google has modified its algorithms and crawling process in the past few years. Search engines can now easily crawl and index dynamic URLs but avoid session ids from URLs while keeping simple URL structure. It would be great if website URLs are made user-friendly.

Example – http://www.example.com/books/fiction/pulp-fiction

Canonicalization

Canonicalization sounds tricky, but it is not that difficult to understand and implement.  In this scenario, the website content appears on multiple URLs. This usually happens with dynamic websites. It could thus be inferred that URL is a primary component required for storing content of any web-page. Canonical tags implementation allow Search engine spiders to determine which version of your content to be indexed in the SERPs (Search Engine Result Pages). According to search engine guidelines, only one version of URL need to be specified.

Example – <link rel=”canonical” href=”http://www.example.com” />

Redirects

Implementing proper redirects on your site follows a similar principle as canonicalization. URL redirection is one of the most important implementation if webmaster needs to change website’s URLs structure due to some reasons. There are two types of redirection used in SEO:

  • 301 permanent redirection and
  • 302 temporary redirection.

If a webpage is served by different URLs then 301 redirection is important so that search engine crawlers can index only one URL.

When is URL redirection required?

URL redirection is required while

  1. Moving existing site to new domain
  2. Implementing SSL (Secure Sockets Layer)
  3. Revamping website
  4. Any other reason of URL change 

Search Filters

Webmasters and Search engine optimizers usually leave certain loopholes while implementing SEO techniques, which in turn can lead to search engine penalty. Search filters are one of the functionalities that deliver best search experience. This usually holds true for big websites and portals. Users can easily find desired content results with search filters. Most of the time webmaster allow search engine spiders to crawl the search filter URLs. This can cause similar content to be served on different URLs.

Example – http://www.example.com/search/?q=pulp+fiction&binding=hardcover&category=fiction

or http://www.example.com/search/pulp-fiction/binding/hardcover/category/fiction

Webmasters are suggested to implement disallow tag in robots.txt file so that search engine spiders may not crawl and index filtered URLs.

Pagination

You should implement full proof pagination in portals to display listing or posts. Search engine spiders are not concerned with paging. They consider the content that is available on different pages of your website. Using similar content on different pages can create problems for your website’s SEO.

For example – below listed URL’S may cause paging issues.

http://www.example.com/books/fiction/page1 and

http://www.example.com/books/fiction

This issue can be resolved through search engine directives and rel =”next” and rel=”prev” elements to pagination hyperlinks.

It is important to familiarize yourself with technical SEO implementation. The above SEO implementation are tricky so these should be implemented with lot of care and experience. If you are not a programmer or a developer then you should seek help from your development team to implement technical SEO.