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Creating an SEO Strategy

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Transcript

  • 1. SEO Strategy
    Tony Adam - @tonyadam | http://www.myspace.com/tonyadam
    May 16, 2011
  • 2. May 16, 2011
    Tony Adam - @tonyadam
  • 3. May 16, 2011
    SEO Lifecycle
  • 4. May 16, 2011
    SEO Roadmaps & Priorities
  • 5. May 16, 2011
    Technical & On-Page SEO
  • 6. May 16, 2011
    Crawling & Indexing Concerns
  • 7. May 16, 2011
    URL Structure & Robots.txt
    ColdFusion URL Structure:
    http://vids.myspace.com/index.cfm?fuseaction=vids.individual&videoid=100383677
    Before
  • 8. May 16, 2011
    URL Structure & Robots.txt
    New URL Structure:
    http://www.myspace.com/video/leonalewis/leona-lewis-talks-about-echo/100383677
    After
  • 9. May 16, 2011
    Site Speed: Crawling & Indexing
  • 10. May 16, 2011
    Site Speed Improvements = #WINNING
    Conclusion: Decrease in Page Load times led to an increase of 15 Million pages crawled per day.
  • 11. May 16, 2011
    Site Speed & Outages = FAIL!
    Avg Page Load time: 10 seconds
    Conclusion: Increases in page load times lead to a decrease in # of pages crawled & correlates to traffic growth, or lack there of.
  • 12. May 16, 2011
    Fixing Site Speed & Outages = #WINNING
  • 13. May 16, 2011
    Canonical Tag: Incorrect Implementation
  • 14. May 16, 2011
    Canonical Tag: Incorrect Implementation
  • 15. May 16, 2011
    Canonical Tag Causing Ranking Issues
    Before
    After
  • 16. May 16, 2011
    Sticking to the basics! Alt text & Photo Names
  • 17. May 16, 2011
    Information Architecture
    Before
    After
  • 18. May 16, 2011
    IA/UX Improvements with Breadcrumbs
    Internal Linking
  • 19. May 16, 2011
    Test & Iterate
  • 20. May 16, 2011
    Small Changes & Quick Wins
    Iterate, Iterate, Iterate!
  • 21. May 16, 2011
    Test Conversion Rates with PPC
    40%+ Conversion Rates
  • 22. May 16, 2011
    Testing: Click Through Rates from SERPs
    Test, Test, Test!
  • 23. May 16, 2011
    Case Study:
    Trends + Social + Search
    =
  • 24. May 16, 2011
    Search Traffic Trends
  • 25. May 16, 2011
    Case Study: Jennifer Lopez Trend
  • 26. May 16, 2011
    Case Study: Jennifer Lopez Trend
  • 27. May 16, 2011
    Case Study: Lindsay Lohan Trend
    Oh Em Gee!
  • 28. May 16, 2011
    Case Study: Lindsay Lohan Trend
  • 29. Tony Adam - @tonyadam
    May 16, 2011
    Thank You!