SEO and the Hosting Provider

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Deck from "SEO Tactics 2011" session at HostingCon 2011 in San Diego, CA on August 8.

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SEO and the Hosting Provider

  1. 1. Is SEO dead or is it still relevant?<br />SEO and the Hosting Provider<br />
  2. 2. Is SEO is a waste of time?<br />No, it isn’t. If you think so, you’re probably doing it wrong.<br />It’s not difficult and it helps, so why not?<br />Ultimately, you’ll have a better website<br />For the user<br />For conversions<br />For the future<br />
  3. 3. What’s the Same<br />Properly constructed websites with logical internal linking and good content still most effectively communicate your message to the Engines.<br />It’s about effectively communicating your message to the Engines now, not just crawlability.<br />Links (obviously) still matter<br />Content (obviously) still matters<br />
  4. 4. What’s Different Now<br />Panda – Punishes duplicate content (or non-value adding content), poorly written content, crappy sites and sites full of seemingly unsupervised or unmonitored UGC.<br />Social Media – Important but often poorly executed. It’s NOT just about engagement. Why leave money on the table?<br />
  5. 5. Strategies and Tactics<br />Clogging your site with crap content isn’t going to help.<br />Using content that could be seen as “boilerplate” isn’t going to help.<br />Buying links or spamming forums won’t save your crappy content.<br />“Pretty websites” actually DO matter now, but properly built is still just as important.<br />
  6. 6. Strategies and Tactics<br />Hire/find a GOOD writer and provide him with a GOOD message.<br />Develop an editorial calendar so there are relevant, useful things to write about and push them out regularly. <br />Link to your own content, within your own site liberally and using good anchor text.<br />If you’re going to allow your users to generate content for you, you HAVE to have an editor actually critique and approve the content before it goes up.<br />
  7. 7. Strategies and Tactics<br />Differentiate yourself! You are (or should be) more than just a price point. Don’t hope the consumer figures out why you’re better… explain it to him in detail<br />Educate the Users, but not behind closed doors. Show potential users how well you treat current users!<br />Don’t assume potential (or current) users are idiots. If you treat people like lusers, then lusers you shall attract.Write about tech topics that show why you’re good (or better/the best), but don’t write like you’re talking to 5 year olds or try to write over the customers’ heads to prove you’re smarter than they are.<br />
  8. 8. Strategies and Tactics<br />All of this out in the open education will:<br />Generate the unique content that you NEED<br />Differentiate you from others<br />Naturally (organically) attracts links<br />Help customers build an emotional bond with your brand.<br />
  9. 9. Strategies and Tactics<br />Do your Keyword Research. It’s still really important.<br />UI matters now. Is your site easy to navigate if you’ve never been to it before? Is your call to action clear and OBVIOUS? (Do you even have a call to action?)<br />
  10. 10. Strategies and Tactics<br />Quit spreading your content all over multiple domains. Keep your content on a single domain, on a single sub-domain.<br />We want a single mountain of links and authority, not a vast field full of ant hills.<br />
  11. 11. Social Media Strategies<br />Always link back to the Mother ship. Social media sites/outlets come and go, but your website is the only thing you can truly control, so it should always be where the social sites link back to.<br />Engagement doesn’t matter if it’s not generating traffic.<br />
  12. 12. Social Media Strategies<br />Always link back to the Mother ship. Social media sites/outlets come and go, but your website is the only thing you can truly control, so it should always be where the social sites link back to.<br />Engagement doesn’t matter if it’s not generating traffic.<br />
  13. 13. Social Media Strategies<br />Know your target audience and play to THEM.<br />Make sure you’re enabling your evangelists. Those social media buttons on blogs actually *do* something, so even if it offends your sensibilities, you should utilize them and encourage your brand evangelists to do so as well.<br />Don’t leave money on the table.<br />
  14. 14. Points to Remember<br />A good writer is worth his or her weight in gold and a good message is invaluable.<br />Don’t be a commodity. You reduce your service to a price tag and clients will always be more loyal to their checkbooks than to you.<br />Help your evangelists evangelize.<br />
  15. 15. Thank you!<br />Carolyn ShelbyTwitter: @cshelEmail: carolyn@cshel.comWeb: http://www.cshel.com<br />

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