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Search engine optimisation (SEO) is a unique mix of marketing, usability and technology which can often cause confusion on how it is implemented across different organisations. ...

Search engine optimisation (SEO) is a unique mix of marketing, usability and technology which can often cause confusion on how it is implemented across different organisations.

An important part of your SEO strategy is getting the most out of your SEO dollars. This session will explain what your developers, designers, producers, content authors and marketers should all know about SEO to ensure you’re getting the maximum return on your SEO.

A lot of SEO work undertaken by external agencies offers common sense advice and basic web standards information – in these tough economic times, are you getting value for your money or just throwing it away while your in-house web team aren’t involved in your SEO strategy?

This session will give you the ground rules on setting up your SEO processes and systems within your organization to ensure that SEO is part of the day-to-day development and design of your websites. It will also cover when to bring in an external agency for SEO and what they should be utilised for to make sure you are getting the best value for money.

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  • Full Name Full Name Comment goes here.
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  • Dear Sir/Madam,

    We are a Delhi-NCR, India based, and leading web services company with main
    competency in SEO ( Search Engine Optimization), working as an outsourced
    vendor for many reputed SEO agency based in USA , UK , Canada and Australia
    .
    We have a dedicated team of 25 professionals to serve you. We provide the
    SEO (Search Engine Optimization) and SEM solution with top ranking on major
    search engine as Google, Yahoo and Bing as per the current status of website
    and requirement.

    We work on on-page factors, off-page factors and site wide factors of
    website.

    We always adopt the ETHICAL SEO process/White hat technique; also follow the
    guidelines of Google and major search engine for SEO result.

    We follow these below point in consideration.

    *Ethical process and white hat technique only.
    *Agency Client Oriented Approach in our process.
    *White label for client re-selling and re branding.
    *Frequent reporting with all required format and information.
    *Timely and smooth communication etc.

    We can assure you of getting high SERP (Search engine Result Page) with our
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    traffic and sales lead to your website.

    We are looking forward starting a long and healthy business relationship
    with you.

    We will be happy to AMAZE you with our work. I will really appreciate you
    please let me know your SEO requirement.



    Kind Regards,

    Sonakshi Sinha
    seo.company78@yahoo.in
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Beyond SEO Presentation Transcript

  • 1. Beyond SEO Scott Gledhill and Cheryl Gledhill Wednesday, 14 October 2009 1
  • 2. intro Wednesday, 14 October 2009 2 Working as an SEO can feel like Groundhog Day. You finally get web standards code and well written content...
  • 3. intro Wednesday, 14 October 2009 3 Everything is going well for a while, and then you change companies or get a new employee...
  • 4. intro Wednesday, 14 October 2009 4 and you’re back to talking about how to write content for humans, not using Flash content and web standards development.
  • 5. intro imagonovus http://www. ickr.com/photos/imagonovus/2465392241/ Wednesday, 14 October 2009 5 The problem is SEO is separate from marketing mix as well as internal processes.
  • 6. that’s not my job Wednesday, 14 October 2009 6 If you work as developer, content writer, producer, marketing, project manager, it IS your job.
  • 7. basics of SEO Wednesday, 14 October 2009 7
  • 8. technical HTML URLs server issues invisible content XML sitemaps Wednesday, 14 October 2009 8
  • 9. content keywords headlines page content taxonomies labeling Wednesday, 14 October 2009 9
  • 10. external linking strategies content strategies Wednesday, 14 October 2009 10
  • 11. agenda internal, doing it better external, using them better today and tomorrow beyond SEO Wednesday, 14 October 2009 11
  • 12. internal SEO Wednesday, 14 October 2009 12 - getting the best from your internal team - making SEO part of the process for web development
  • 13. why bring SEO in-house insider knowledge of business complete control focus integration learning experience Wednesday, 14 October 2009 13
  • 14. roles of the SEO process Wednesday, 14 October 2009 14 - SEO is part of the following people & roles - works for companies from 2 - 2000 people. Roles might cross over, ie your IA might be your content writer.
  • 15. common site build Producer Project Manager Marketing IA Visual Design Front End Back End Server Content Pre-launch Post-launch Wednesday, 14 October 2009 15
  • 16. how to involve SEO educate each silo about search understand how to use each resource buy in from the top (team KPIs) checklists, to supplement this process IA Visual Design Front End Back End Server Content Pre-launch Post-launch Wednesday, 14 October 2009 16
  • 17. information architecture labeling and taxonomies linking strategies (super footers, navigational elements) content strategies (top stories, related posts, landing pages) IA Visual Design Front End Back End Server Content Pre-launch Post-launch Wednesday, 14 October 2009 17
  • 18. Wednesday, 14 October 2009 18 - rejecting SEO, attract the youth through branding - this should still go through SEO eyes - no surprises, could workaround it
  • 19. visual design branding and communication (retention of users) HTML / CSS friendly design IA Visual Design Front End Back End Server Content Pre-launch Post-launch Wednesday, 14 October 2009 19 they don’t have much SEO interaction.
  • 20. developers hate SEO surpris es Wednesday, 14 October 2009 20 - don’t surprise developers - need to think long term & strategically to do their job correctly
  • 21. developers specs Wednesday, 14 October 2009 21 - agile or not - developers like to know what they need to do - blueprint / architect analogy
  • 22. front-end development web standards HTML / CSS / JavaScript good HTML architecture (h1s, microformats, semantics...) page optimisation (optimising visual design) IA Visual Design Front End Back End Server Content Pre-launch Post-launch Wednesday, 14 October 2009 22
  • 23. back-end development HTML / CSS template assembly population of site-wide data (eg. meta-data, title, alt text, etc) XML sitemap population URL structures (sometimes rewrites) IA Visual Design Front End Back End Server Content Pre-launch Post-launch Wednesday, 14 October 2009 23
  • 24. Wednesday, 14 October 2009 24 - title is not correct (this is a section page) - description not populated - keyword element there, but not populated
  • 25. server admins url rewriting / primary URLs robots.txt (depending on servers) error handling (404) page optimisation (gzip, CDN, etc) IA Visual Design Front End Back End Server Content Pre-launch Post-launch Wednesday, 14 October 2009 25
  • 26. http://www.3am.co.uk/diary/ 200 OK http://3am.co.uk/diary/ 302 redirect http://3am.co.uk/phwoar/ 301 redirect Wednesday, 14 October 2009 26 - server side redirects must be in place for launch - do not confuse the search engines - must be consistent
  • 27. content writer the most vital element in SEO write content, understand search implications IA Visual Design Front End Back End Server Content Pre-launch Post-launch Wednesday, 14 October 2009 27
  • 28. Wednesday, 14 October 2009 28 h1 is marketing copy rather than straight language for humans and search engines.
  • 29. content writer the most vital element in SEO write content, understand search implications provide quality content write link bait write meta data IA Visual Design Front End Back End Server Content Pre-launch Post-launch Wednesday, 14 October 2009 29 Link bait is not derogatory - write content that people want to link to as it’s useful, interesting, educational or controversial
  • 30. producers often responsible for SEO legwork - inbound links writing copy analytics site consistency Wednesday, 14 October 2009 30
  • 31. project manager oversee the entire process establish processes and standards for SEO establish checklists establish testing processes de-brief per project Wednesday, 14 October 2009 31
  • 32. marketing ultimate owners of SEO identify prospects understanding users/customers selling products with the right landing page user experience conversion Wednesday, 14 October 2009 32 - draw the right kind of visitors at the right time with the right intent - speak the language of consumers - marketing can think SEO is technical but it’s just as much marketing
  • 33. testing, testing, testing developers test browsers, data, etc SEO outputs should be tested pre-launch vs post-launch IA Visual Design Front End Back End Server Content Pre-launch Post-launch Wednesday, 14 October 2009 33
  • 34. test how your website looks in SERPs Wednesday, 14 October 2009 34 - use the site operator - test, like web developers test in browsers - truncation, duplication, can anything be changed?
  • 35. in-house works when... you get involved early! establish SEO standards for the website building process supplement with checklists, don’t depend on them constant education and face time IA Visual Design Front End Back End Server Content Pre-launch Post-launch Wednesday, 14 October 2009 35
  • 36. external SEO Wednesday, 14 October 2009 36 - get your in-house SEO correct, then external SEO can shine
  • 37. do you need an external company? orphanjones http://www. ickr.com/photos/orphanjones/431843839/ Wednesday, 14 October 2009 37 The majority of SEO can/should be done in-house by developers, producers, content writers.
  • 38. outsource is good because... constantly changing algorithms diverse experience black hat white hat cost efficiency can step back from company jargon expert view - get unpopular decisions across the management line easier boring Wednesday, 14 October 2009 38
  • 39. get the best from your agency prioritise for them be involved - don’t just get reports do you own research - keywords, verticals, competitors share your business strategy get a core SEO team together experiment Wednesday, 14 October 2009 39
  • 40. today and tomorrow Wednesday, 14 October 2009 40
  • 41. universal search Wednesday, 14 October 2009 41
  • 42. vertical search Wednesday, 14 October 2009 42 Put more content out there, be it videos, pictures, audio, etc.
  • 43. Wednesday, 14 October 2009 43
  • 44. indexing more Wednesday, 14 October 2009 44
  • 45. takeaway - audio, video, podcasts, etc. Wednesday, 14 October 2009 45 what does this mean for you? Make video, podcasts, images.
  • 46. real time search Wednesday, 14 October 2009 46
  • 47. real time search information search 40% 40% navigational search 20% Wednesday, 14 October 2009 47 40% browsing without URL in mind, what’s going on right now. 20% navigation searches - know brand already 40% information searches, ie looking for specific info with no destination in mind
  • 48. de ned by publish time, not index time Wednesday, 14 October 2009 48 - Google can index in minutes now - this doesn’t qualify as ‘real time search’ - real time == ‘microblogging’ or ‘instant uploads’
  • 49. sydney dust storms toolmantim http://www. ickr.com/photos/toolmantim/3946766188/ Wednesday, 14 October 2009 49 - Sydney Dust Storm - straight to Twitter - newspapers can’t keep up with this
  • 50. 15 minutes of lost time Brendan Loy http://www. ickr.com/photos/51629368@N00/2669857604/ Wednesday, 14 October 2009 50 - When a city has a blackout, it’s 2 seconds before the first search (Google), but 15 min first story to be indexed (or published) - standard search / publication methods can’t keep up
  • 51. ‘real time’ mixed with ‘quick index time’ Wednesday, 14 October 2009 51 - Google is trying to perfect aggregation - is this a better solution? - launched May 2009, trying to solve the issue
  • 52. caffeine Wednesday, 14 October 2009 52 - Caffeine update - partially about real-time updates - perfecting the algorithm, setting it up for perfection
  • 53. real time service Wednesday, 14 October 2009 53 - very responsive to current trends, events - could be inaccurate, biased... but immediate
  • 54. twitter, ickr, facebook, youtube, friendfeed... instantaneous Wednesday, 14 October 2009 54 - instant information - starting points for extra information gathering
  • 55. real time aggregation Wednesday, 14 October 2009 55 - aggregating real time feeds - twitter, facebook, flickr...
  • 56. should you get in on real time? Wednesday, 14 October 2009 56
  • 57. should you get in on real time? is it relevant to your business or users? (eg. breaking news) Wednesday, 14 October 2009 57 - there is no use getting in there if it makes no sense - otherwise, it’s just noise
  • 58. should you get in on real time? is it relevant to your business or users? (eg. breaking news) don’t publish stale content expand on real time with real content Wednesday, 14 October 2009 58 - real time search is good for instant results - many media types lend itself to expanding on an idea (news details, fare details, etc)
  • 59. mobile search Wednesday, 14 October 2009 59
  • 60. standards compliant code quality content Wednesday, 14 October 2009 60 The same rules apply for mobile as for web - it’s about having standards compliant code and quality content.
  • 61. as at August 2009 Wednesday, 14 October 2009 61 - There are 50x more searches from iPhone than other mobile devices. - If current trend continues mobile searches will overtake xed internet searches “within the next several years”, says google. - 55% of iPhone users conduct searches on their devices, while just 32% of smartphone users and 12% of all mobile phone users search on their phones.
  • 62. Wednesday, 14 October 2009 62 - Google surfaces contextual information such as phone number and directions - Think of user context when developing mobile site. What are users most likely to need?
  • 63. Wednesday, 14 October 2009 63 Google Mobile Web search has a separate index just for mobile content. - Google launched voice search so users are searching for multiple words, more natural language
  • 64. Wednesday, 14 October 2009 64 Microsoft is building Bing with a view towards beating Google in an area highlighted as ripe for massive growth: mobile search.
  • 65. Wednesday, 14 October 2009 65 Always have phone number and address as plain text so users can click for map or phone call. Do not put contact details in an image or Flash
  • 66. Wednesday, 14 October 2009 66
  • 67. links are not as important Wednesday, 14 October 2009 67 users don’t browse from a phone as much as desktop, and it’s harder to click on links. Think about your content and whether you can have it on the same page
  • 68. content structure Wednesday, 14 October 2009 68 Very important to get content and navigation correct on a phone. Put important information at the top of the page. Really think about your content structure and what users are looking for.
  • 69. This site requires the Macromedia Flash Player. Download it here. Wednesday, 14 October 2009 69 Flash doesn’t work on the iphone... don’t use flash if you can help it.
  • 70. .mobi domain Wednesday, 14 October 2009 70 sometimes, the .mobi is all you need to rank in Google mobile at the moment They look good in mobile search results - whenever you do a search from your handset and see a .mobi, you immediately know they have a site designed for you But m.something.com easier to type than .mobi.
  • 71. mobilecaption sitemap Wednesday, 14 October 2009 71 Google webmaster tools and Yahoo submit site.
  • 72. nd not search Wednesday, 14 October 2009 72 With twitter and social networking, we’re finding more without searching
  • 73. Wednesday, 14 October 2009 73 Google used to be my homepage, now it’s Twitter - I find a lot more links when I’m not looking for them
  • 74. Wednesday, 14 October 2009 74 what does 150 thousand fans mean? Google doesn’t know yet - but possibly will in the future
  • 75. personalisation Wednesday, 14 October 2009 75
  • 76. Wednesday, 14 October 2009 76 can vote results up or remove them in Google. Personal results for you based on your history and location
  • 77. Wednesday, 14 October 2009 77
  • 78. local search Wednesday, 14 October 2009 78
  • 79. Wednesday, 14 October 2009 79 Add your business to google local, get other local businesses to link to you when relevant
  • 80. beyond SEO Wednesday, 14 October 2009 80
  • 81. Wednesday, 14 October 2009 81 - Terminator was looking for Sarah Connor now? - Twitter? Google search?
  • 82. Wednesday, 14 October 2009 82 - timeline view, can go back to ‘past view’ - not accurate, just references to specific dates
  • 83. the more we search, the more we want from search Wednesday, 14 October 2009 83
  • 84. pimousse3000 http://www. ickr.com/photos/pimousse3000/3408701879/ Wednesday, 14 October 2009 84 Google is OK now at guessing intentions... still a bit rough.
  • 85. Wednesday, 14 October 2009 85 Google can tell if you mean apple computer or apple fruit based on context
  • 86. Wednesday, 14 October 2009 86 A human can understand “Dirty Dancing the scene where Baby talks to her Dad” but what does this mean to a search engine? Needs context.
  • 87. Wednesday, 14 October 2009 87 - picking out keywords from surrounding content - doesn’t actually understand context of query
  • 88. Wednesday, 14 October 2009 88
  • 89. better interpretation, less gaming Wednesday, 14 October 2009 89 - keyword optimisation is spam in a way - better relevance for the user
  • 90. indexing of everything Wednesday, 14 October 2009 90 - what about the stuff that can’t be indexed now?
  • 91. audio video ash Wednesday, 14 October 2009 91 - what happens when this content is indexed as efficiently as HTML - how do we code / encode it? - how do we communicate with it? attract users?
  • 92. talk for search engines? Wednesday, 14 October 2009 92 - would all dialogue get watered down for SE? - no slang, link bait, keywords... boring!
  • 93. real, real, real time Wednesday, 14 October 2009 93 - 15 min window, is now a 2 minute window - what happens when user expectations increase?
  • 94. not fast enough Wednesday, 14 October 2009 94 - 3 days ago? not acceptable.
  • 95. how does SEO adapt to the future? Wednesday, 14 October 2009 95
  • 96. we should be beyond basics Wednesday, 14 October 2009 96 - it’s time to think past the usual SEO methodologies - SEO strategy needs to mature
  • 97. sort your processes Wednesday, 14 October 2009 97 - optimise for in-house SEO, make it a part of the process - use your externals properly & efficiently
  • 98. know your medium Wednesday, 14 October 2009 98 - technical problems plague SEO - ignorance is not an excuse, SEOs should know their medium
  • 99. accessibility and content Wednesday, 14 October 2009 99 - these two concepts will still be core in the future. - will still need ‘good content’ and ‘be able to access it’
  • 100. focus on users, enhance for search engines Wednesday, 14 October 2009 100 - focus on users first - then learn what / how to enhance for search engines (xml sitemaps, etc)
  • 101. break the cycle Wednesday, 14 October 2009 101