Where Digital Trades Meet SEO

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SEO is a unique audience development system in that it is impacted by so many other trades. …

SEO is a unique audience development system in that it is impacted by so many other trades.

This is a quick deck with some insights into common ways other trades can impact factors of search engine optimization.

* Not meant to be comprehensive.

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Transcript

  • 1. Search Engine Optimization
  • 2. Intros
  • 3. How search works
  • 4. Organizations need to change so that online marketing is a more distributed role with everybody taking responsibility for aspects of it. “
  • 5. Where audience meets SEO
  • 6. Where audience meets SEO • Pains, needs and wants! • Search intent! • How to invoke shares and comments
  • 7. Where design meets SEO
  • 8. Where design meets SEO • Crawlable link structures! • Depth and organization Architecture
  • 9. Where design meets SEO • Image optimization! • CSS delivery! • JavaScript implementation Speed
  • 10. Where design meets SEO • Know which languages are crawlable! • Designing for supporting text Indexation
  • 11. Where design meets SEO • Content above and below the fold?! • Allow for sufficient content. Content: Depth and Placement
  • 12. Where development meets SEO < <
  • 13. Where development meets SEO < <Languages
  • 14. Where development meets SEO < <Markup
  • 15. Where development meets SEO < <URL Structure
  • 16. Where development meets SEO < <Redirects
  • 17. Where social media meets SEO
  • 18. Where social media meets SEO
  • 19. Where social media meets SEO
  • 20. Where advertising meets SEO
  • 21. Where advertising meets SEO With paid search ran in tandem to ! SEO you can increase the number of! results shown on a page. Studies show this will increase click-through-rate.
  • 22. Where advertising meets SEO ! Retargeting can have some benefits:! • Heightened brand recall! • Increased engagement (more likely to share or link to content).!
  • 23. Where advertising meets SEO Contextual marketing or content discovery improves likelihood of ! engagement (more likely to share or! link to content).
  • 24. Where advertising meets SEO Billboard ads improve brand! recognition. Branded queries are ! historically much easier to perform ! well for in natural search.
  • 25. Where writing meets SEO
  • 26. Where writing meets SEO • Inform creative direction! • Improve probability to resonate (by using the right terms).
  • 27. Preston Van Dyke @prestonvandyke
  • 28. THANKS