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               +IntentCon...
Search Engines evolved.So, too, did the optimization          discipline.
The Many Hats of SEO
SEO+   •   Usability/UX   •   Information Architecture   •   Analytics   •   Conversion Optimization   •   Business Strate...
Break Down the SilosCC Alejandro Polanco
Build a Virtual SEO Team                                         Conversion                                          Speci...
Move Toward the Same Goal
End-to-End SEOCopyright Melanie Phung
SEO+TechnologyIntegrate SEO into requirements gathering phase.Spiderability/Accessibility issuesDuplicate Content issuesEx...
SEO+UX DesignReview wireframes before they go tocode.   •   Headings/labels   •   Tagging   •   Content assumptions   •   ...
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” con...
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.
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 strategy. #DEast12 #ISum12

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  • In the beginning, SEO belong in wheelhouse of the IT department.
  • Transcript of "Search Engine Optimization in a "Post-SEO" World"

    1. 1. Search Engine Optimization in a "Post-SEO" World Melanie Phung PBS
    2. 2. Being an SEO is aboutjuggling priorities and relationships
    3. 3. Once Upon a Time
    4. 4. Shift from Keywords toRelevance+Authority
    5. 5. An SEO Authority! No, not that kind of authority.
    6. 6. PageRank Algorithm
    7. 7. The Battle Against Spam
    8. 8. Shift from Keywords+Links to Relevance +Authority +Timeliness +IntentContent +Relationships Marketing +Local +Multimedia +Brand +Diversity …
    9. 9. Search Engines evolved.So, too, did the optimization discipline.
    10. 10. The Many Hats of SEO
    11. 11. SEO+ • Usability/UX • Information Architecture • Analytics • Conversion Optimization • Business Strategy • Social Media • Coding and Technology • And more…
    12. 12. Break Down the SilosCC Alejandro Polanco
    13. 13. 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
    14. 14. Move Toward the Same Goal
    15. 15. End-to-End SEOCopyright Melanie Phung
    16. 16. SEO+TechnologyIntegrate SEO into requirements gathering phase.Spiderability/Accessibility issuesDuplicate Content issuesExtensibility • Rel=author • Rel=canonical • Micro formats • Open Graph tagging
    17. 17. SEO+UX DesignReview wireframes before they go tocode. • Headings/labels • Tagging • Content assumptions • Links and anchor textFix internal user workflow issues.
    18. 18. SEO+AnalyticsMeasure things right;Measure the right things.Keep everyone focused onrelevant KPIs.
    19. 19. SEO+Content StrategyEnsure your content effortsalign with your overallbusiness goals.Spend less time managing“useless” content to free uptime and resources formore effective marketing.
    20. 20. SEO+Marketing & PRMaximize inboundlinking opportunitiesand “shareability” inall marketing efforts.
    21. 21. SEO is no longer something you just tack onto the end of a publishing workflow.
    22. 22. Be Honest and Transparent Magic!! Snake Oil?
    23. 23. SEO isn’t dead. It has evolved.

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