Optimizing Your Web Site for Discovery: A Workshop

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Jesse McDougall workshop #toccon

Jesse McDougall workshop #toccon

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Transcript

  • 1. Optimizing Your Web Site for Discovery Jesse S. McDougall, Catalyst Webworks
  • 2. @jsmcdougall #discovery
  • 3. Discovery vs. Interruption #discovery
  • 4. So...where are people looking? #discovery
  • 5. A Brief History of Search #discovery
  • 6. #discovery
  • 7. SEO becomes CDO:Content Discovery Optimization #discovery
  • 8. The Basics:Content must be reachable.Content must be readable.Content must be shareable. Content must be useful. #discovery
  • 9. 1. Reachable: Are crawlers allowed? Blocked by robots.txt? Blocked by nofollow, noindex tags? #discovery
  • 10. 2. Readable: File FormatsAdobe Flash (.swf) OpenOffice text (.odt)Adobe Portable Document Format (.pdf) Rich Text Format (.rtf, .wri)Adobe PostScript (.ps) Scalable Vector Graphics (.svg)Autodesk Design Web Format (.dwf) TeX/LaTeX (.tex)Google Earth (.kml, .kmz) Text (.txt, .text, other file extensions), including sourceGPS eXchange Format (.gpx) code in common programming languages:Hancom Hanword (.hwp) • Basic source code (.bas)HTML (.htm, .html, other file extensions) • C/C++ source code (.c, .cc, .cpp, .cxx, .h, .hpp)Microsoft Excel (.xls, .xlsx) • C# source code (.cs)Microsoft PowerPoint (.ppt, .pptx) • Java source code (.java)Microsoft Word (.doc, .docx) • Perl source code (.pl)OpenOffice presentation (.odp) • Python source code (.py)OpenOffice spreadsheet (.ods) Wireless Markup Language (.wml, .wap) XML (.xml) #discovery
  • 11. 3. Readable: e-Books Google eBooks Scribd#discovery
  • 12. 4. Readable: Keywords #discovery
  • 13. 5. Readable: Information Hierarchy How to Paint<span style=”color:red; font-size:72px; font-weight:bold;”>How to Paint</span> How to Paint <style> H1 { color:red; font-size:72px; font-weight:bold; } </style> <H1>How to Paint</H1> #discovery
  • 14. 6. Readable: Within a CMS #discovery
  • 15. 7. Readable: Headlines #discovery
  • 16. 8. Readable & Reachable Tools google.com/webmasters seomoz.org SEO for WordPress by Yoast #discovery
  • 17. 9. Shareable#discovery
  • 18. 10. Shareable: A Trail to You(The Right) Embedded Links in Text, Watermarks in Photos, Text Links in Video, etc. Always embed link to source. #discovery
  • 19. 11. OpenGraph<html prefix="og: http://ogp.me/ns#"><head><title>The Rock (1996)</title><meta property="og:title" content="The Rock" /><meta property="og:type" content="video.movie" /><meta property="og:url" content="http://www.imdb.com/title/tt0117500/" /><meta property="og:image" content="http://ia.media-imdb.com/images/rock.jpg" />...</head>...</html> http://ogp.me #discovery
  • 20. 11. OpenGraph http://ogp.me#discovery
  • 21. And here the work begins... #discovery
  • 22. The Real Work: Content Promotion 1. Find Your Audience 2. Follow Your Audience 3. Publish Your Content to Their Streams #discovery
  • 23. @jsmcdougall #discovery