Moderator Detlev Johnson.
Laura Thieme from Bizresearch is now up on the panel. She will cover Site Optimization, Data Feeds, and Paid Inclusion Programs. Are question marks ok to have in a URL? Yes it is ok, & are ok, and multiple variables are ok now. How do you optimize a dynamic site? Provide benchmarks in a ranking report, then do some traditional home page optimization, dynamic category, subs, product levels, dynamic meta tag generation, consider rewriting URLs if more then three variables, review log file spider reports & update robot.txt files as needed and watch rankings improve. Expand these now...Provide Benchmark; review URL structure, Review Google & AOL index, Review Yahoo, MSN, and Ask index. The Google index, they use site:www.site.com site.com; review number of pages indexed now, and it is amazing how this can improve positive or negative. She noted the index count for dynamic sites increase and decrease with Google at any point (very true). She then brought up a slide comparing some large sites and the number of pages indexed at Google vs. Yahoo vs. MSN. URL Rewrites, no rewrite tools are required, all custom rewrite programs. Problems: URLs had 6 or more parameters. Solution: Remove unnecessary and unused parameters from the URL, avoid passing redundant parameters, remove parameters that do not directly affect the content pages, create custom URL rewrites. One of the best things you can do is optimize the homepage by creating text links, text dynamically from generated categories, client administrates categories from web based admin tool and so on. Dynamically Generate Metatags; heading tags, description tags, titles, metatags and so on. Miva Merchant Indexing Problems? Not getting indexed, talk to her. Optimizing category pages, market multiple items on one page, optimize pages, add text links the search engines can follow, dynamically created metatags using products. Then optimize down to the product level; same deal as on the category pages. Spider Log File Analysis; review log files for spiders, she likes the ClickTracks Web analytics software for this. Creating Data Feeds; retailers:: shopping.com, froogle, etc. She has a big data feed matrix which I can't type here. Data Feed Observations; every feed is unique, so dont assume spider programs will get and understand it. Editing Data Feeds; cant expect to create data feed, automate, upload and be done, ongoing data feed maintenance is still required. Well optimize title and description of the data feed and the source (database). Paid Inclusion; its very easy to do with a dynamic site.
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