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Search Engine Optimization in a "Post-SEO" World
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Search Engine Optimization in a "Post-SEO" World

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Using an example from PBS, this presentation outlines why organizations need to change how they think about search engine optimization and how it has to be integrated throughout the entire digital ...

Using an example from PBS, this presentation outlines why organizations need to change how they think about search engine optimization and how it has to be integrated throughout the entire digital strategy. #DEast12 #ISum12

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  • In the beginning, SEO belong in wheelhouse of the IT department.

Search Engine Optimization in a "Post-SEO" World Search Engine Optimization in a "Post-SEO" World Presentation Transcript

  • Search Engine Optimization in a "Post-SEO" World Melanie Phung PBS
  • Being an SEO is aboutjuggling priorities and relationships
  • Once Upon a Time
  • Shift from Keywords toRelevance+Authority
  • An SEO Authority! No, not that kind of authority.
  • PageRank Algorithm
  • The Battle Against Spam
  • Shift from Keywords+Links to Relevance +Authority +Timeliness +IntentContent +Relationships Marketing +Local +Multimedia +Brand +Diversity …
  • Search Engines evolved.So, too, did the optimization discipline.
  • The Many Hats of SEO
  • SEO+ • Usability/UX • Information Architecture • Analytics • Conversion Optimization • Business Strategy • Social Media • Coding and Technology • And more…
  • Break Down the SilosCC Alejandro Polanco
  • Build a Virtual SEO Team Conversion Specialist Content Copywriter Marketer CSS coder CS rep UX Web analyst PR/Publicist specialist Social media Web editor producer Project Manager Web developer
  • Move Toward the Same Goal
  • End-to-End SEOCopyright Melanie Phung
  • SEO+TechnologyIntegrate SEO into requirements gathering phase.Spiderability/Accessibility issuesDuplicate Content issuesExtensibility • Rel=author • Rel=canonical • Micro formats • Open Graph tagging
  • SEO+UX DesignReview wireframes before they go tocode. • Headings/labels • Tagging • Content assumptions • Links and anchor textFix internal user workflow issues.
  • SEO+AnalyticsMeasure things right;Measure the right things.Keep everyone focused onrelevant KPIs.
  • SEO+Content StrategyEnsure your content effortsalign with your overallbusiness goals.Spend less time managing“useless” content to free uptime and resources formore effective marketing.
  • SEO+Marketing & PRMaximize inboundlinking opportunitiesand “shareability” inall marketing efforts.
  • SEO is no longer something you just tack onto the end of a publishing workflow.
  • Be Honest and Transparent Magic!! Snake Oil?
  • SEO isn’t dead. It has evolved.