5 common mistakes in seo (and 6 good ideas!)

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5 common mistakes in seo (and 6 good ideas!)

  1. 1. 5 common mistakes in SEO (and 6 good ideas!) Maile Ohye Developer Programs Tech Lead
  2. 2. Mistake #1: No value prop Why would a user select my site in search results?Make your product or service compelling -- be your creative self!
  3. 3. e-commerce Differentiators● Low prices● Free shipping● Great customer service● Detailed product descriptions● Availability in certain languages or locales● <your value prop here!>
  4. 4. Mistake #2: Segmented approachInstead approach online strategy holistically -- aligned with larger business goals and every department communicating
  5. 5. Consider SEO in entire userexperience: from marketing campaign to conversion
  6. 6. Car Company’s Business Strategy Marketing Team SEO Team goals Goals Bring TV viewers to Target keywords to bring example- users to main site edityourown-video. com Goals are not aligned
  7. 7. Mistake #3: Time-consuming workarounds
  8. 8. Mistake #3: Time-consuming workaroundsAvoid rel=“canonical” for each component page in a series…Instead, use new rel=“next” and rel=“prev” markup for paginated content!
  9. 9. Mistake #3: Time-consuming workarounds■ New rel=“next” and rel=“prev” markup for paginated content■ Submit new/updated content to be crawled through “Fetch as Googlebot” in Webmaster Tools
  10. 10. Mistake #4: Caught in SEO trends userssearch engineswebsites The old days… search engines search engines
  11. 11. Now running two separate races?websites search engines Brings me sadness search engines users
  12. 12. Unfortunate SEO trend of yesteryearWhat’s the optimal keyword density for my content? Not a great focus, just write compelling stuff!
  13. 13. Mistake #5: Slow iterationAim to be agile.1. Define metrics for success2. Implement improvements3. Measure impact4. Create new improvements5. Prioritize improvements based on market and personnelRepeat.
  14. 14. 2009: Rich snippets Cool !
  15. 15. Rich snippets: EventsVerynice!
  16. 16. Video Sitemaps
  17. 17. SEO instructions■ Do something cool■ Include relevant keywords in your copy■ Be smart about your tags and site architecture■ Sign up for email forwarding in Webmaster Tools■ Attract buzz and natural links, votes, +1s, follows■ Stay fresh and relevant (social media sites, accessible on new devices)

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