SV New Tech Presentation


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SV New Tech Presentation

  1. 1. SEO: The Art of * not * Leaving Traffic on the Table Lawrence Coburn
  2. 2. The Two Sides of SEO <ul><li>On Page (aka, the stuff you can control) </li></ul><ul><li>Title Tags, Meta Data, Internal Link Structure, Barriers to Spidering, etc.  </li></ul><ul><li>      </li></ul><ul><li>  </li></ul><ul><li>Off Page (aka, the stuff you need to influence) </li></ul><ul><li>Inbound Anchor Text, Global Link Popularity, Quality of Sites Linking in, etc. </li></ul>
  3. 3. The Basics: Title Tags <ul><ul><li>Keywords first, and if important, brand second </li></ul></ul><ul><ul><li>Under 75 characters is ideal </li></ul></ul><ul><ul><li>Goal: no duplicates, broaden the net </li></ul></ul><ul><ul><li>For big sites: start with templatized formula </li></ul></ul><ul><ul><ul><li>but build the ability to easily overwrite </li></ul></ul></ul>Goal: Match your pages to user queries
  4. 4. The Basics: Canonical Root <ul><li>Goal: Don't Dilute Your Rankability </li></ul><ul><li>  </li></ul><ul><li>Most common slip ups: </li></ul><ul><ul><li> vs. </li></ul></ul><ul><ul><li> vs. </li></ul></ul><ul><li>  </li></ul><ul><li>Fixes: </li></ul><ul><ul><li>Permament Redirects </li></ul></ul><ul><ul><li>Attention to Detail </li></ul></ul>
  5. 5. The Basics: Robots.txt <ul><li>Goal: don't block search engines from rankable pages </li></ul><ul><li>  </li></ul><ul><li>Three ways to keep search engines out: Robots.txt, No Follow (links), No Index No Follow (pages) </li></ul><ul><li>  </li></ul><ul><li>Reasons to Block SEs </li></ul><ul><ul><li>Redirects to login pages </li></ul></ul><ul><ul><li>Duplicate and/or competing content </li></ul></ul><ul><ul><li>Blank, template pages </li></ul></ul><ul><ul><li>Save bandwidth </li></ul></ul>
  6. 6. The Intermediate: The Canonical Tag <ul><li><link rel=&quot;canonical&quot; href=&quot; &quot; ></link> </li></ul>Goal: Don't dilute your rankability
  7. 7. The Intermediates: Widgets and Linkdev <ul><li>Goal: give other sites a reason to link to you </li></ul><ul><li>  </li></ul><ul><li>Considerations: </li></ul><ul><ul><li>Footer link needs to be related to content </li></ul></ul><ul><ul><li>Try and automate your anchor text </li></ul></ul>
  8. 8. The Intermediates: Get Listed <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Yahoo! Directory </li></ul><ul><li>Search for &quot;keyword directory&quot; </li></ul>Goal: Pick up some easy links
  9. 9. The Expert: SMO and SEO Goal: Generate bursts of links through social media
  10. 10. The Expert: Content Remixing <ul><ul><li>Slicing and dicing your own content on multiple pages may result in more rankable pages </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Aggregating content from various sources and remixing may result in more rankable pages </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Example: Search Results Pages </li></ul></ul><ul><ul><ul><li>If your search results pages are getting indexed, try and claim another keyword </li></ul></ul></ul>Goal: Maximize rankable pages by aggregating content from internal,and external sources
  11. 11. The Expert: APIs and Attribution <ul><li>  </li></ul><ul><li>Exposing content and functionality via an Application Programming Interface allows you to get greedy in asking for links and specific anchor text. </li></ul>Goal: Give other sites a reason to link to you
  12. 12. Summary <ul><ul><li>A little bit of work can get you 80% there </li></ul></ul><ul><ul><li>Unless you have domains to burn, black hat is unsustainable </li></ul></ul><ul><ul><li>Focus on the overlap of what is good for users, and good for search engines </li></ul></ul><ul><ul><li>Give people a good reason to link to you </li></ul></ul><ul><ul><li>Big, radical change is bad and will disrupt your rankings </li></ul></ul><ul><li>  </li></ul><ul><li>Resources:,,, Google Webmaster Tools, Yahoo! Site Explorer </li></ul>
  13. 13. Thank You [email_address]