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Is SEO Evil? - Web Directions 2007
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Is SEO Evil? - Web Directions 2007

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Scott Gledhill presents "Is SEO Evil?" at Web Directions South 2007, in Sydney, Australia. …

Scott Gledhill presents "Is SEO Evil?" at Web Directions South 2007, in Sydney, Australia.

The goods, bads and essentials you need to know about SEO in the web standards community.

More in: Technology , Design
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Transcript

  • 1. ? IS SEOEVIL WEB DIRECTIONS 2007
  • 2. IS SEO EVIL? bad reputation
  • 3. IS SEO EVIL? us vs. them
  • 4. Foundation
  • 5. Foundation Next Steps
  • 6. Foundation Next Steps Findability = Usability
  • 7. Foundation Next Steps Findability = Usability Costs of Findability
  • 8. Foundation Next Steps Findability = Usability Costs of Findability Is SEO Evil?
  • 9. IS SEO EVIL? http://www.flickr.com/photos/gleddy/498720867/ gleddy
  • 10. IS SEO EVIL? Foundations http://www.flickr.com/photos/kaneda99/223671285/ kaneda99
  • 11. how does my site get indexed?
  • 12. searchbot
  • 13. searchbot HTML
  • 14. searchbot list HTML
  • 15. many lists
  • 16. server many lists
  • 17. server search engine results many lists
  • 18. search engine optimisation
  • 19. making this process e cient
  • 20. FOUNDATIONS Web Standards
  • 21. FOUNDATIONS Accessibility
  • 22. FOUNDATIONS Information Architecture
  • 23. FOUNDATIONS Quality Content http://www.flickr.com/photos/mdumlao98/186071440/in/photostream/ mdumlao98
  • 24. web standards accessibility usability = solid foundation
  • 25. IS SEO EVIL? Next Steps http://www.flickr.com/photos/teacherrafael/1335936669/ Rafa from Brazil
  • 26. NEXT STEPS Knowing the Rules http://www.flickr.com/photos/15369273@N00/427362366/ toddsmithdesign’s
  • 27. NEXT STEPS Knowing the Rules cloaking quality content accessibility redirects meta-data keyword stu ng link schemes hidden text http://www.flickr.com/photos/souldirty/142452526/ Vijnana
  • 28. NEXT STEPS Knowing the Rules cloaking quality content accessibility redirects meta-data keyword stu ng link schemes hidden text low risk http://www.flickr.com/photos/souldirty/142452526/ Vijnana
  • 29. NEXT STEPS Knowing the Rules cloaking quality content accessibility redirects meta-data keyword stu ng link schemes hidden text medium risk http://www.flickr.com/photos/souldirty/142452526/ Vijnana
  • 30. NEXT STEPS Knowing the Rules cloaking quality content accessibility redirects meta-data keyword stu ng link schemes hidden text image replacement?? high risk http://www.flickr.com/photos/souldirty/142452526/ Vijnana
  • 31. NEXT STEPS Knowing the Rules
  • 32. NEXT STEPS Knowing the Rules
  • 33. NEXT STEPS Defensive SEO http://www.flickr.com/photos/quinonesanibal/402753236/ quinonesanibal
  • 34. NEXT STEPS Defensive SEO
  • 35. Education
  • 36. Education Implementation
  • 37. Education Implementation Trouble-shooting
  • 38. Education Implementation Trouble-shooting Buy-in
  • 39. standardzilla.com/ www.standardzilla.com www.standardzilla.com/index.html
  • 40. www.standardzilla.com
  • 41. standardzilla.com/ www.standardzilla.com www.standardzilla.com/index.html
  • 42. page rank 8 standardzilla.com/ page rank 5 www.standardzilla.com page rank 7 www.standardzilla.com/index.html
  • 43. www.standardzilla.com
  • 44. NEXT STEPS Content Strategy http://www.flickr.com/photos/scratt/438875868/ .mauro!
  • 45. Link Baiting
  • 46. Link Baiting Social Media
  • 47. Link Baiting Social Media Contextual Content
  • 48. NEXT STEPS Content Strategy event optimisation http://www.flickr.com/photos/pandas/152621393/ Dylan + Hip
  • 49. NEXT STEPS Content Strategy
  • 50. NEXT STEPS Content Strategy World Cup
  • 51. NEXT STEPS Content Strategy Ronaldo World Cup
  • 52. NEXT STEPS Content Strategy Germany Ronaldo World Cup
  • 53. NEXT STEPS Content Strategy other websites launch Germany Ronaldo World Cup
  • 54. NEXT STEPS Linking Strategy link building http://www.flickr.com/photos/barbpinter/106749270/ barbus22
  • 55. NEXT STEPS Best Practice http://www.flickr.com/photos/babyskinz/875756800/ Baby Skinz
  • 56. Page Titles
  • 57. Page Titles Meta-data
  • 58. Page Titles Meta-data Link Text
  • 59. Page Titles Meta-data Link Text Image Naming
  • 60. Page Titles Meta-data Link Text Image Naming Alt attributes
  • 61. NEXT STEPS Best Practice writing for the web http://www.flickr.com/photos/sherlock77/689150/ Sherlock77
  • 62. NEXT STEPS Best Practice Beenie http://www.flickr.com/photos/sherlock77/689150/ Sherlock77
  • 63. NEXT STEPS Best Practice Toque http://www.flickr.com/photos/sherlock77/689150/ Sherlock77
  • 64. NEXT STEPS Analytics
  • 65. IS SEO EVIL? Findability = Usability http://www.flickr.com/photos/stillmemory/1348220/ Irina / Riri
  • 66. ndability
  • 67. FINDABILITY = USABILITY The Perfect Search driving tra c http://www.flickr.com/photos/curzio70/349246822/ Curzio
  • 68. FINDABILITY = USABILITY The Perfect Search relevant tra c http://www.flickr.com/photos/bail56/50583616/ Random Images from The Heartland
  • 69. lter the noise
  • 70. FINDABILITY = USABILITY The Third Browser http://www.flickr.com/photos/kevint/3010402/ kevinthoule
  • 71. .9%
  • 72. .9%
  • 73. .9% 15%
  • 74. 9,000 150,000
  • 75. 77%
  • 76. FINDABILITY = USABILITY The Third Browser
  • 77. bad grammr
  • 78. FINDABILITY = USABILITY The Third Browser
  • 79. FINDABILITY = USABILITY The Fourth Leg WEB STANDARDS ACCESSIBILITY USABILITY
  • 80. FINDABILITY = USABILITY The Fourth Leg WEB STANDARDS ACCESSIBILITY USABILITY FINDABILITY
  • 81. FINDABILITY = USABILITY The Fourth Leg If you build it, they will come http://www.flickr.com/photos/toolmantim/376859225/ toolmantim
  • 82. FINDABILITY = USABILITY The Fourth Leg steve irwin dies Sept 4, 2006
  • 83. FINDABILITY = USABILITY The Fourth Leg news.com.au publishes Sept 4, 2006
  • 84. Steve Irwin Dead
  • 85. FINDABILITY = USABILITY The Fourth Leg smh.com.au publishes Sept 4, 2006
  • 86. Crocodile Man Reported Dead
  • 87. FINDABILITY = USABILITY The Fourth Leg rst in to google news Sept 4, 2006
  • 88. FINDABILITY = USABILITY The Fourth Leg yahoo news rst in to google news Sept 4, 2006
  • 89. FINDABILITY = USABILITY The Fourth Leg aggregators yahoo news rst in to google news Sept 4, 2006
  • 90. FINDABILITY = USABILITY The Fourth Leg aggregators yahoo news rst in to google news Sept 4, 2006
  • 91. FINDABILITY = USABILITY The Fourth Leg record tra c for news.com.au aggregators yahoo news rst in to google news Sept 4, 2006
  • 92. steve irwin Steve Irwin steve irwin death steve erwin steve irwin death video steve irwin dead terri irwin steve irwin video bindi irwin STEVE IRWIN steve irwin’s death australia zoo
  • 93. IS SEO EVIL? The Cost of Findability http://www.flickr.com/photos/superlocal/216434095/ superlocal
  • 94. greater good of the web
  • 95. THE COST OF FINDABILITY SEO Culture There Can Be Only One
  • 96. API
  • 97. KPI
  • 98. THE COST OF FINDABILITY Management and SEO
  • 99. THE COST OF FINDABILITY Management and SEO ent ont *k c F@ is free! SEO
  • 100. Traffic, Traffic, Traffic! 400 300 200 100 0 2006 2007 2008 2009 2010
  • 101. PI UB CPC CPA
  • 102. blah, accessibility, blah...
  • 103. best practice
  • 104. THE COST OF FINDABILITY SEO Culture
  • 105. THE COST OF FINDABILITY SEO Culture
  • 106. IS SEO EVIL? http://www.flickr.com/photos/kentsmudger/1388094939/ kentsmudger
  • 107. young industry
  • 108. IS SEO EVIL? http://www.flickr.com/photos/melbournewsg/140576306/ Melbourne WSG
  • 109. buzzzzz
  • 110. IS SEO EVIL? SEO vs Developer
  • 111. SEOs
  • 112. accountability
  • 113. $$$$$
  • 114. know technical boundaries
  • 115. developers
  • 116. learn the language
  • 117. class=”robots-nocontent”
  • 118. compromise
  • 119. IS SEO EVIL? developer SEO http://www.flickr.com/photos/fenbranklin/97374570/ Fen Branklin
  • 120. ? IS SEO EVIL
  • 121. ? T IS SEO O N EVIL
  • 122. a DISCIPLINE cannot be judged because of BAD PRACTITIONERS
  • 123. SMALL part of a BIGGER PROCESS
  • 124. You can use SEO for GOOD, not evil.
  • 125. questions?
  • 126. Is SEO Evil? Standardzilla the slides. coming soon...