?
IS SEOEVIL
     WEB DIRECTIONS 2007
IS SEO EVIL?

               bad reputation
IS SEO EVIL?




               us vs. them
Foundation
Foundation
Next Steps
Foundation
Next Steps
Findability = Usability
Foundation
Next Steps
Findability = Usability
Costs of Findability
Foundation
Next Steps
Findability = Usability
Costs of Findability
Is SEO Evil?
IS SEO EVIL?




               http://www.flickr.com/photos/gleddy/498720867/
                                            ...
IS SEO EVIL?   Foundations




                             http://www.flickr.com/photos/kaneda99/223671285/
              ...
how does my site get indexed?
searchbot
searchbot



            HTML
searchbot

                   list

            HTML
many lists
server


many lists
server


                      search engine results
many lists
search engine optimisation
making this process e cient
FOUNDATIONS Web Standards
FOUNDATIONS Accessibility
FOUNDATIONS Information Architecture
FOUNDATIONS Quality Content




                       http://www.flickr.com/photos/mdumlao98/186071440/in/photostream/
   ...
web standards
     accessibility
        usability
= solid foundation
IS SEO EVIL?   Next Steps




                            http://www.flickr.com/photos/teacherrafael/1335936669/
          ...
NEXT STEPS   Knowing the Rules




                             http://www.flickr.com/photos/15369273@N00/427362366/
      ...
NEXT STEPS        Knowing the Rules

                                                                                     ...
NEXT STEPS        Knowing the Rules

                                                                                     ...
NEXT STEPS        Knowing the Rules

                                                                                     ...
NEXT STEPS        Knowing the Rules

                                                                                     ...
NEXT STEPS   Knowing the Rules
NEXT STEPS   Knowing the Rules
NEXT STEPS   Defensive SEO




                             http://www.flickr.com/photos/quinonesanibal/402753236/
        ...
NEXT STEPS   Defensive SEO
Education
Education
Implementation
Education
Implementation
Trouble-shooting
Education
Implementation
Trouble-shooting
Buy-in
standardzilla.com/

           www.standardzilla.com

www.standardzilla.com/index.html
www.standardzilla.com
standardzilla.com/

           www.standardzilla.com

www.standardzilla.com/index.html
page rank 8
              standardzilla.com/

                                   page rank 5
           www.standardzilla....
www.standardzilla.com
NEXT STEPS   Content Strategy




                                http://www.flickr.com/photos/scratt/438875868/
          ...
Link Baiting
Link Baiting
Social Media
Link Baiting
Social Media
Contextual Content
NEXT STEPS   Content Strategy

                            event optimisation




                                http://w...
NEXT STEPS   Content Strategy
NEXT STEPS   Content Strategy




              World Cup
NEXT STEPS   Content Strategy




                          Ronaldo
              World Cup
NEXT STEPS   Content Strategy




                            Germany

                          Ronaldo
              Wor...
NEXT STEPS   Content Strategy




                  other websites launch


                            Germany

         ...
NEXT STEPS   Linking Strategy

                            link building




                                http://www.fli...
NEXT STEPS   Best Practice




                             http://www.flickr.com/photos/babyskinz/875756800/
             ...
Page Titles
Page Titles
Meta-data
Page Titles
Meta-data
Link Text
Page Titles
Meta-data
Link Text
Image Naming
Page Titles
Meta-data
Link Text
Image Naming
Alt attributes
NEXT STEPS   Best Practice

                             writing for the web




                                 http://w...
NEXT STEPS   Best Practice


 Beenie




                             http://www.flickr.com/photos/sherlock77/689150/
     ...
NEXT STEPS   Best Practice


  Toque




                             http://www.flickr.com/photos/sherlock77/689150/
     ...
NEXT STEPS   Analytics
IS SEO EVIL?   Findability = Usability




                                     http://www.flickr.com/photos/stillmemory/13...
ndability
FINDABILITY = USABILITY   The Perfect Search

                          driving tra c




                               h...
FINDABILITY = USABILITY   The Perfect Search

                          relevant tra c




                               ...
lter the noise
FINDABILITY = USABILITY   The Third Browser




                                 http://www.flickr.com/photos/kevint/301040...
.9%
.9%
.9%   15%
9,000   150,000
77%
FINDABILITY = USABILITY   The Third Browser
bad grammr
FINDABILITY = USABILITY   The Third Browser
FINDABILITY = USABILITY   The Fourth Leg


                   WEB STANDARDS



                    ACCESSIBILITY



      ...
FINDABILITY = USABILITY   The Fourth Leg


                   WEB STANDARDS


                    ACCESSIBILITY


        ...
FINDABILITY = USABILITY   The Fourth Leg


                      If you build it, they will come




                     ...
FINDABILITY = USABILITY   The Fourth Leg


                                           steve irwin dies




               ...
FINDABILITY = USABILITY   The Fourth Leg




                                   news.com.au publishes

                   ...
Steve Irwin Dead
FINDABILITY = USABILITY   The Fourth Leg




                                    smh.com.au publishes

                   ...
Crocodile Man Reported Dead
FINDABILITY = USABILITY   The Fourth Leg




                                       rst in to google news


              ...
FINDABILITY = USABILITY     The Fourth Leg




               yahoo news




                                         rst ...
FINDABILITY = USABILITY     The Fourth Leg




                                      aggregators
               yahoo news...
FINDABILITY = USABILITY     The Fourth Leg




                                      aggregators
               yahoo news...
FINDABILITY = USABILITY     The Fourth Leg


                                     record tra c for news.com.au



        ...
steve irwin
       Steve Irwin
    steve irwin death
       steve erwin
steve irwin death video
    steve irwin dead
     ...
IS SEO EVIL?   The Cost of Findability




                                    http://www.flickr.com/photos/superlocal/2164...
greater good of the web
THE COST OF FINDABILITY   SEO Culture

      There Can Be Only One
API
KPI
THE COST OF FINDABILITY   Management and SEO
THE COST OF FINDABILITY   Management and SEO

                                                    ent
                    ...
Traffic, Traffic, Traffic!

400


300


200


100


  0
   2006   2007            2008                2009   2010
PI
UB
CPC
CPA
blah, accessibility, blah...
best practice
THE COST OF FINDABILITY   SEO Culture
THE COST OF FINDABILITY   SEO Culture
IS SEO EVIL?




               http://www.flickr.com/photos/kentsmudger/1388094939/
                                      ...
young industry
IS SEO EVIL?




               http://www.flickr.com/photos/melbournewsg/140576306/
                                      ...
buzzzzz
IS SEO EVIL?

               SEO vs Developer
SEOs
accountability
$$$$$
know technical boundaries
developers
learn the language
class=”robots-nocontent”
compromise
IS SEO EVIL?



                                developer


      SEO




               http://www.flickr.com/photos/fenbr...
?
IS SEO
EVIL
?
   T
IS SEO
  O
N
EVIL
a DISCIPLINE cannot be judged because of BAD PRACTITIONERS
SMALL part of a BIGGER PROCESS
You can use SEO for GOOD, not evil.
questions?
Is SEO Evil?
 Standardzilla
 the slides. coming soon...
Is SEO Evil? - Web Directions 2007
Is SEO Evil? - Web Directions 2007
Is SEO Evil? - Web Directions 2007
Is SEO Evil? - Web Directions 2007
Is SEO Evil? - Web Directions 2007
Is SEO Evil? - Web Directions 2007
Is SEO Evil? - Web Directions 2007
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.

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

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Is SEO Evil? - Web Directions 2007

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