Building Findable Websites

Web Standards, SEO, and Beyond

Building Findable Websites: Web Standards, SEO, and Beyond

Aarron Walter

New Riders
1249 Eighth Street
Berkeley, CA 94710
510/524-2178
510/524-2221 (fax)

Find us on the Web at: www.newriders.com
To report errors, please send a note to [email protected]

New Riders is an imprint of Peachpit, a division of Pearson Education

Project Editor: Michael J. Nolan
Development Editor: Box Twelve Communications, Inc.
Production Editor: Kate Reber
Technical Editor: Jonathan Snook
Proofreader: Doug Adrianson
Indexer: FireCrystal Communications
Interior design: Charlene Charles-Will, Bumpy Design
Cover design: Charlene Charles-Will
Compositor: Bumpy Design

Notice of Rights

All rights reserved. No part of this book may be reproduced or transmitted in any form by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. For information on getting permission for reprints and excerpts, contact [email protected].

Notice of Liability

The information in this book is distributed on an “As Is” basis without warranty. While every precaution has been taken in the preparation of the book, neither the author nor Peachpit shall have any liability to any person or entity with respect to any loss or damage caused or alleged to be caused directly or indirectly by the instructions contained in this book or by the computer software and hardware products described in it.

Trademarks

Many of the designations used by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book, and Peachpit was aware of a trademark claim, the designations appear as requested by the owner of the trademark. All other product names and services identified throughout this book are used in editorial fashion only and for the benefit of such companies with no intention of infringement of the trademark. No such use, or the use of any trade name, is intended to convey endorsement or other affiliation with this book.

ISBN 13: 978-0-321-52628-1
ISBN 10: 0-321-52628-7

9 8 7 6 5 4 3 2 1

Printed and bound in the United States of America

For Jamie

Acknowledgments

It’s good to have people on your side, especially when you’re facing big challenges. I had some wonderful people helping me out and cheering me on before, during, and after this process to whom I owe my humble thanks.

Many thanks to acquisitions editor Michael Nolan for giving me the opportunity to share my thoughts on this subject and convincing the great folks at Peachpit Press to give this book a shot.

Thanks to my development editor Jeff Riley for helpful writing advice, entertaining email exchanges, and helping me beat the comma into submission. Thanks also to my technical editor Jonathan Snook for expert advice on all the code and techy stuff within this book. You’re a master of your craft, and I’m grateful to have had your guidance.

Thanks to Glenn Bisignani for pointing me towards a title for this book that best communicates the contents within, and for wisely persuading me away from the one that didn’t.

Thanks to production editor Kate Reber for her sharp eye, and to designer Charlene Will for her aesthetic talents.

Many thanks to my brilliant colleagues and students at The Art Institute of Atlanta who have always kept me on my toes, curious, and inspired. Dr. Ameeta Jadav, my department chair, mentor, and friend, gave me guidance as I prepared to write this book, and much support along the way for which I am grateful. My Senior Project class gave me valuable feedback on the table of contents before a single page was written. Thanks guys.

On an almost daily basis my mother and father-in-law kept me fed with home cooked meals that were a delight and a much needed, kind gesture of support. Thanks Jim and Linda for your unparalleled catering skills.

My mom and dad have given me constant support and encouragement all my life and have always made me feel confident, capable, and loved. These gifts are the most valuable a person can give, and I’m grateful.

My wife Jamie is an amazing person. As I wrote this book she tolerated my distracted mind, put up with my neglected domestic duties, and excused my frequent absences. Through it all she never stopped cheering me on like a dedicated track coach, always making me feel like the finish line was reachable if only I put one foot in front of the other. What a lucky guy I am! I love you, Jamie, and I wrote this book for you. Maybe I’ll read it to you at night when you’re having trouble sleeping.

Finally, I’d like to give a big shout out to my little chipmunk friend outside my office window that has kept me company while writing this book. I sure hope Toots and Colonel Sanders don’t eat you for lunch.

Preface

The Companion Website

Chapter 1 Introducing Findability

What Is Findability?

The Development Side of Findability

The Deepest Desires of Search Engines

Beyond Search Engine Optimization

Get Your Team on Board from the Start

Using Your Moral Compass To Guide Your Way

Chapter 2 Markup Strategies

A Web Standards Primer

Getting Started with Web Standards