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Optimizing for People




(and search engines)
80% of users click
on one of the first
  three results.
SEO is the process of
 getting your content to
appear at or near the top
   of search results.
SEO = good content + good structure
SEO != black magic, secrets, rocket science
SEO: Optimizing Sites for People (and search engines)
SEO: Optimizing Sites for People (and search engines)
who’s
responsible?
YOU
With good writers and good
web skills, SEO techniques are
           “obvious.”
        POWAZEK.COM/POSTS/2101
SEO is only useful
if you have good
content...

Useless if you
don’t.
Content
Content
Unique + Focused
Content
Unique + Focused
Fresh + Detailed
Content
Unique + Focused
Fresh + Detailed
Organized + Scannable
Content
Unique + Focused
Fresh + Detailed
Organized + Scannable
Connected + Valued
Organic methods
are rewarded.


ATTEMPTS TO GAME
THE SYSTEM ARE
PUNISHED.
“Organic” techniques
HIGH-QUALITY incoming links
Write for readers, not search
engines
Well-structured, semantic HTML
Good metadata
Clear, specific page titles
Great keywords
Meta descriptions
Clean URLs
Write content for readers...
	 ...not search engines

✦ Cover what no one else is covering
✦ Shorter paragraphs, clearly marked sections
✦ Get to the point quickly
✦ The web rewards specifics and related information
✦ Don’t stuff keywords
✦ Don’t hide content
SEO: Optimizing Sites for People (and search engines)
<title>Kick-Ass Title Tags</title>

• An HTML tag that appears in the <head> container
• Most important piece of metadata in your document
• Name by which page appears in user bookmarks and SERPs
• Unique on every page of site
• No more than 70 characters
• Include site name, section name (?), content title
• Put site name LAST in title, keyworded phrase up front
SEO: Optimizing Sites for People (and search engines)
SEO: Optimizing Sites for People (and search engines)
SEO: Optimizing Sites for People (and search engines)
Well-structured HTML




“Semantic” HTML: Use markup as intended
Semantic HTML
<h1>, <h2>, <h3>
<strong> <em>
<blockquote>
<p>
SEO: Optimizing Sites for People (and search engines)
SEO: Optimizing Sites for People (and search engines)
Doing META right
METADATA INCLUDES GOOD TITLE AND DESCRIPTION.
NO MORE THAN 155 CHARACTERS.
What’s wrong with this picture?
Much better
Much better


 HEADLINE
 INCLUDES
KEYWORDS
Much better


 HEADLINE
 INCLUDES
KEYWORDS
Keywords in Copy
Keywords in Copy
Headlines
Keywords in Copy
Headlines
Sub-heds
Keywords in Copy
Headlines
Sub-heds
Body
SEO: Optimizing Sites for People (and search engines)
3.1
WORDS
Keywords and Images
Keywords and Images


filename
Keywords and Images


filename
alt tag
Keywords and Images


filename
alt tag
caption
Keywords and Images


filename
alt tag
caption
photo credit
Keyword Tools
Keyword Tools
Google Adwords
Keyword Tools
Google Adwords
Community Sites
Keyword Tools
Google Adwords
Community Sites
Google Insights
Keyword Tools
Google Adwords
Community Sites
Google Insights
Incoming links
200+ ingredients in Google’s “secret sauce,” but links
are #1 -- votes of confidence.

Use social networks

OK to ask for links, but be real about it

Links from comment sections of blogs are ignored

Build reputation (with good content)

Be liberal with outbound links (but don’t overdo it)
Be a the resource
Be a the resource
Link to competitors.
Be a the resource
Link to competitors.
Link to people who have related
content.
Be a the resource
Link to competitors.
Link to people who have related
content.
Quote, spotlight and praise people in
your topic niche that publish good
content.
Clean URLs
• URLs should be human-readable
• Won’t break when forwarded in email
• Can be read over the phone
• Provide a form of “breadcrumbs”
• Meaningful to search engines
• If you change URL structures, redirect!
Clean URLs
COMPARE:
HTTP://NEWS.CNET.COM/8301-17938_105-10381325-1.HTML?TAG=TOCMORESTORIES.0

HTTP://WWW.NYTIMES.COM/2009/10/19/ARTS/MUSIC/19ARTS-PUERTORICOCA_BRF.HTML?REF=MUSIC

HTTP://WWW.BERKELEYSIDE.COM/2009/10/22/TOO-GOOD-TO-BE-TRUE-BERKELEY-HOUSES-FOR-1/

HTTP://MULTIMEDIA.JOURNALISM.BERKELEY.EDU/2009/OCT/14/BLOGGING-EXPERTS/




PARAMETERIZED URLS: NO MORE THAN 2
HTTP://WWW.MYSITE.COM/BRANDS.PHP?OBJECT=1&TYPE=2&KIND=3&NODE=5&ARG=6

HTTP://WWW.MYSITE.COM/BRANDS.PHP?NIKE
Clean URLs
COMPARE:
HTTP://NEWS.CNET.COM/8301-17938_105-10381325-1.HTML?TAG=TOCMORESTORIES.0

HTTP://WWW.NYTIMES.COM/2009/10/19/ARTS/MUSIC/19ARTS-PUERTORICOCA_BRF.HTML?REF=MUSIC

HTTP://WWW.BERKELEYSIDE.COM/2009/10/22/TOO-GOOD-TO-BE-TRUE-BERKELEY-HOUSES-FOR-1/

HTTP://MULTIMEDIA.JOURNALISM.BERKELEY.EDU/2009/OCT/14/BLOGGING-EXPERTS/



                                                               LIMIT URL DEPTH TO 4 LEVELS

PARAMETERIZED URLS: NO MORE THAN 2
HTTP://WWW.MYSITE.COM/BRANDS.PHP?OBJECT=1&TYPE=2&KIND=3&NODE=5&ARG=6

HTTP://WWW.MYSITE.COM/BRANDS.PHP?NIKE
Clean URLs
COMPARE:
HTTP://NEWS.CNET.COM/8301-17938_105-10381325-1.HTML?TAG=TOCMORESTORIES.0

HTTP://WWW.NYTIMES.COM/2009/10/19/ARTS/MUSIC/19ARTS-PUERTORICOCA_BRF.HTML?REF=MUSIC

HTTP://WWW.BERKELEYSIDE.COM/2009/10/22/TOO-GOOD-TO-BE-TRUE-BERKELEY-HOUSES-FOR-1/

HTTP://MULTIMEDIA.JOURNALISM.BERKELEY.EDU/2009/OCT/14/BLOGGING-EXPERTS/



                                                               LIMIT URL DEPTH TO 4 LEVELS

PARAMETERIZED URLS: NO MORE THAN 2
HTTP://WWW.MYSITE.COM/BRANDS.PHP?OBJECT=1&TYPE=2&KIND=3&NODE=5&ARG=6

HTTP://WWW.MYSITE.COM/BRANDS.PHP?NIKE
Clean URLs in WordPress



 COMPARING-WIDESCREEN-TVS-OUR-TESTERS-TRIED-SAMSUNG-SONY-PIONEER




SEE ALSO: WORDPRESS.ORG/EXTEND/PLUGINS/SEO-SLUGS
Canonical Homepage URL
BAD
HTTP://WWW.MYSITE.COM
HTTP://MYSITE.COM
HTTP://WWW.MYSITE.COM/INDEX.HTML
HTTP://MYSITE.COM/INDEX.HTML


GOOD
HTTP://MYSITE.COM/
Build a sitemap!
Eliminates the guesswork
Provides hints
Machine-readable
Human-readable
A good CMS or framework can generate one
for you
Sitemaps make life easy for search
 engines




WORDPRESS.ORG/EXTEND/PLUGINS/GOOGLE-SITEMAP-GENERATOR
SEO tips
Keep your site focused on a topic

More pages on a topic = more cred

Min. 200 words to a page

Keep it fresh! Google rewards new content

Spend extra effort sharpening homepage SEO

Use text links for nav, not images
More SEO tips
Don’t use Javascript-driven menus

Don’t link to index.html (don’t split links)

Frames, Flash, Ajax: Can’t deep link to content

When link building, quality over quantity

Keyword links + descriptive adjancent text

Registering a domain? Don’t take privacy option
Still more SEO tips
Don’t use graphics for navigation

Make sure images have alt=”foo” tags
(Google is the net’s largest blind user!)

Create an HTML sitemap as well as XML

Make sure you have a good “About” page

Don’t use “click here” links

Clean up 404s & add search to your 404 pages

Don’t obsess:
“What is the googlebot hungry for now?”
Yet more SEO tips
Give link love, get link love

Links from .edu domains have more weight

Optimize RSS feeds too! (description, title)

Use captions with images and videos

Make a separate video sitemap

Broaden your range (podcasts, social, etc.)

Avoid duplicate content
(See Google Webmaster Tools)
SEO: Optimizing Sites for People (and search engines)
“Avoid tricks intended to
improve search engine
rankings.”

- Google Webmaster Guidelines
Gaming the system
Break search engine rules
Present content differently to
search engine than to user
Link farms, link exchanges
Keyword stuffing
False doorways
Submission ‘bots
User experience suffers
Blog about…
Blog about…
•   Plans
•   Staff
•   Wireframes
•   UGC
•   Design
•   Testing
•   <more>
Don’t pay for SEO
 "LOOK UNDER THE HOOD OF ANY SEO PLAN AND
YOU’LL FIND ADVICE LIKE THIS: MAKE SURE TO USE
    KEYWORDS IN THE HEADLINE, USE PROPER
   FORMATTING, PROVIDE SUMMARIES OF THE
     CONTENT, INCLUDE LINKS TO RELEVANT
 INFORMATION. ALL OF THIS IS A GOOD IDEA, AND
NONE OF IT IS A SECRET. IT’S SO OBVIOUS, ANYONE
     WHO PAYS FOR IT IS A FOOL." -POWAZEK
The One True Way
WHICH BRINGS US, FINALLY, TO THE ONE TRUE WAY TO GET A
LOT OF TRAFFIC ON THE WEB. IT’S PRETTY SIMPLE, AND I’M
        GOING TO GIVE IT TO YOU HERE, FOR FREE:

MAKE SOMETHING GREAT. TELL PEOPLE
      ABOUT IT. DO IT AGAIN.
IT’LL TAKE TIME. A LOT OF TIME. BUT IT WORKS. AND IT’S THE
                  ONLY THING THAT DOES.

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SEO: Optimizing Sites for People (and search engines)

Editor's Notes

  1. Test
  2. The average number of words people type into the search field is 3.1
  3. SEO does not put lipstick on a pig. If your site was made with MS FrontPage in 1998 and is a steaming pile behind the scenes, you can&apos;t buy your way to the top of SERPs with an SEO consultant. You need to re-build your site.
  4. SEO does not put lipstick on a pig. If your site was made with MS FrontPage in 1998 and is a steaming pile behind the scenes, you can&apos;t buy your way to the top of SERPs with an SEO consultant. You need to re-build your site.
  5. Duct tape analogy. There are people out there doing good work in the SEO field and thats&apos; what they&apos;re teaching. Unfortunately they get lumped in with the bad guys.
  6. Google&apos;s own documentation: Deciding to hire an SEO is a big decision that can potentially improve your site and save time, but you can also risk damage to your site and reputation. People who &amp;#x201C;employ botnets, third-world labor, and zombie computers to blanket the web with link spam
  7. Don&apos;t even think about trying to get onto the first page unless your content rocks.
  8. Don&apos;t even think about trying to get onto the first page unless your content rocks.
  9. The problem with SEO is that the good advice is obvious, the rest doesn&amp;#x2019;t work, and it&amp;#x2019;s poisoning the web. Best practices. Powazek: Blogger, HotWired, Technorati
  10. Don&apos;t even think about trying to get onto the first page unless your content rocks.
  11. Cover what no one else is covering Update your content frequently Develop good links from credible related sites. Be connected to the community...
  12. Cover what no one else is covering Update your content frequently Develop good links from credible related sites. Be connected to the community...
  13. Cover what no one else is covering Update your content frequently Develop good links from credible related sites. Be connected to the community...
  14. Cover what no one else is covering Update your content frequently Develop good links from credible related sites. Be connected to the community...
  15. When you search on something, you want those first few links to be the most useful, not things that are there because some webmaster wants more traffic. What you want is what everyone wants - good, organically useful content. The exact formula for displaying search results is Google&apos;s &quot;Secret Sauce&quot; and is not published
  16. Demo KDMC titles
  17. Google is the internet&amp;#x2019;s largest blind user. When we build accessible sites we&amp;#x2019;re adamant about this kind of thing. &amp;#x201C;What should we call it when I counsel someone to use an h2 tag instead of bold text?&amp;#x201D; I call that making good websites. That&amp;#x2019;s why pro web devs are worth their price tag.
  18. Headline totally lacking informational content for a search engine
  19. The average number of words people type into the search field is 3.1
  20. The average number of words people type into the search field is 3.1
  21. adwords.google.com/select/KeywordToolExternal google.com/insights/search
  22. adwords.google.com/select/KeywordToolExternal google.com/insights/search
  23. adwords.google.com/select/KeywordToolExternal google.com/insights/search
  24. adwords.google.com/select/KeywordToolExternal google.com/insights/search
  25. Each link to a page on your site from another site adds to your site&apos;s PageRank.
  26. Sitemaps do not directly impact your place in search results. Sitemaps put information about how to search your site and what has changed on your site in one place.
  27. Google has a 404 widget you can drop into place.
  28. Google&apos;s own documentation: Deciding to hire an SEO is a big decision that can potentially improve your site and save time, but you can also risk damage to your site and reputation. People who &amp;#x201C;employ botnets, third-world labor, and zombie computers to blanket the web with link spam