SEO WordCamp Richmond


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SEO Presentation for WordCamp RVA. 5.9.09

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  • Happy place
    Zone out or bomb

  • buzzword
    + ROI
  • IS
    IS NOT
  • Can’t just set it and forget it
  • Not all technical
    Technical problems and solutions exist
    Most tactics are content related
  • No hidden secrets or black art
    Knowing what/who to believe
    Experience, Trial and Error
  • Investment in Time, Resources, People.
    Build into processes and business roles.
  • Not stand-alone
    Combined with other marketing initiatives.
    Meant to influence SE’s but don’t lose focus on actual customers
    PPC, Traditional, PR, Online, etc.
  • Mindset / philosophy.
    Should be integrated into processes (copy, design, development, PR)
    Somebody needs to own it
  • Searchers accomplish something (goal)
    Keywords are “stated intent”
    SEO funnels that intent to your content

  • If you remember nothing else!
    Three main pillars of SEO
  • If you remember nothing else!
    Three main pillars of SEO
  • If you remember nothing else!
    Three main pillars of SEO
  • Address Accessibility, Relevance, Credibility
  • Address Accessibility, Relevance, Credibility
  • Address Accessibility, Relevance, Credibility

  • Can crawlers access, read, understand site content?
    If they can’t see it, they can’t read it.
  • Googlebot
    The first major obstacle to SEO

  • Table of contents for your site
    Enables crawler discovery
    Doesn’t help with ranking directly
  • Most themes only change CSS, which doesn’t affect accessibility
    Watch out for themes that are overly complex

  • related to the keywords being searched
  • Don’t overdo it!
    Write for humans, not search engines.
    Keyword Research Tools: Google Adwords, Keyword Discovery
  • Permalinks not ideal, don’t use keywords
    <title> puts blog name first, need to reverse order
    Doesn&#x2019;t allow for custom Descrip and Keywords tags on each page/post
  • Help focus your content on the targeted keywordsPlugins can help
    Watch for shady links

  • Trustworthy
    Links are votes
  • WP usability is good, follows conventions.
    Poor UX hurts chances of repeat visits, links, interaction
  • Too many to mention
    Based on your audience & objectives
    FB, Twitter, Digg, Stumble, AddThis

  • Would you link to your own site?

  • SEO WordCamp Richmond

    1. 1. Search Engine Optimization WordCamp RVA May 9, 2009
    2. 2. Hi.
    3. 3. Andrew Miller
    4. 4. SEO Consultant
    5. 5. Your Search
    6. 6. Housekeeping #wcrva on Twitter @AndrewCMiller All slides, notes, and links available after the presentation at
    7. 7. SEO
    8. 8. Search Engine Optimization
    9. 9. Define SEO
    10. 10. What SEO Is Not... One-Time Project
    11. 11. What SEO Is Not... Rocket Science
    12. 12. What SEO Is Not... Voodoo
    13. 13. What SEO Is Not... Free Traffic
    14. 14. What is SEO? Subset of Marketing Internet Internet Marketing SEO Marketing
    15. 15. What is SEO? Ongoing Process
    16. 16. What is SEO? Capture Intent
    17. 17. What is SEO?
    18. 18. What is SEO? Accessibility
    19. 19. What is SEO? Accessibility Relevance
    20. 20. What is SEO? Accessibility Relevance Credibility
    21. 21. What About WordPress?
    22. 22. What About WordPress? Out of the Box
    23. 23. What About WordPress? Out of the Box Plugins
    24. 24. What About WordPress? Out of the Box Plugins Themes
    25. 25. WordPress SEO Bingo Accessibility Relevance Credibility Out of the Box Plugins Themes
    26. 26. Accessibility
    27. 27. Accessibility: Out of the Box HTML + CSS implementation is ideal All content is search engine friendly
    28. 28. Accessibility: Plugins HTML Sitemap XML Sitemap Generator
    29. 29. Accessibility: Themes Default navigation elements are very search friendly Avoid AJAX, JavaScript, or Flash primary navigation
    30. 30. Is Your Site Accessible? Google Webmaster Tools Yahoo! Site Explorer
    31. 31. Relevance
    32. 32. Keywords Content Page Titles, URLs, Meta Data Alt tags, Header tags: <h1>, etc Link Anchor Text Keyword Research
    33. 33. Relevance: Out of the Box Permalinks /%postname%/ Page <title> Custom Meta Data
    34. 34. Relevance: Plugins Title Tags (SEO Title Tag) Meta Data (Headspace2) All in One SEO Plugin
    35. 35. Relevance: Themes Some themes provide built- in SEO features Thesis (
    36. 36. Credibility
    37. 37. Credibility: Out of the Box RSS Feeds for Syndication Pinging services Usability
    38. 38. Credibility: Plugins Sharing & Voting Widgets Social Media Plugins & Integrations Tweet This Post to FB, Digg, etc.
    39. 39. Credibility: Themes Design communicates credibility, authority Consider User Experience (UX) and Usability Off the shelf vs. custom branding
    40. 40. Bonus: Analytics Google Analytics Feedburner
    41. 41. Thanks for coming.
    42. 42. Questions? Andrew Miller @AndrewCMiller