SlideShare a Scribd company logo
5 common mistakes in SEO
    (and 6 good ideas!)
 Maile Ohye
 Developer Programs Tech Lead
Mistake #1: No value prop

   Why would a user select my site in
            search results?

Make your product or service compelling --
           be your creative self!
e-commerce Differentiators
●   Low prices
●   Free shipping
●   Great customer service
●   Detailed product descriptions
●   Availability in certain languages or locales
●   <your value prop here!>
Mistake #2: Segmented
             approach
Instead approach online strategy holistically -- aligned
   with larger business goals and every department
                    communicating
Consider SEO in entire user
experience: from marketing
 campaign to conversion
Car Company’s Business Strategy



  Marketing Team               SEO Team
  goals                        Goals
 Bring TV viewers to         Target keywords to bring
 example-                    users to main site
 edityourown-video.
 com         Goals     are not aligned
Mistake #3: Time-consuming
       workarounds
Mistake #3: Time-consuming
         workarounds
Avoid rel=“canonical” for each component
 page in a series…

Instead, use new rel=“next” and rel=“prev”
  markup for paginated content!
Mistake #3: Time-consuming
         workarounds
■ New rel=“next” and rel=“prev” markup for
  paginated content

■ Submit new/updated content to be crawled
  through “Fetch as Googlebot” in
  Webmaster Tools
Mistake #4: Caught in SEO
           trends
                                  users


search engines




websites                     The old
                             days…
           search engines
            search engines
Now running two separate
          races?
websites       search engines   Brings me
                                sadness




           search engines       users
Unfortunate SEO trend of
          yesteryear

What’s the optimal keyword density for my
  content? Not a great focus, just write
            compelling stuff!
Mistake #5: Slow iteration
Aim to be agile.

1. Define metrics for success
2.   Implement improvements
3.   Measure impact
4.   Create new improvements
5.   Prioritize improvements based on market and
     personnel

Repeat.
2009: Rich snippets




                      Cool
                      !
Rich snippets: Events




Very
nice!
Video Sitemaps
SEO instructions
■   Do something cool
■   Include relevant keywords in your copy
■   Be smart about your tags and site architecture
■   Sign up for email forwarding in Webmaster Tools
■   Attract buzz and natural links, votes, +1s, follows
■   Stay fresh and relevant (social media sites,
    accessible on new devices)

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5 common mistakes in seo (and 6 good ideas!)

  • 1. 5 common mistakes in SEO (and 6 good ideas!) Maile Ohye Developer Programs Tech Lead
  • 2. Mistake #1: No value prop Why would a user select my site in search results? Make your product or service compelling -- be your creative self!
  • 3.
  • 4. e-commerce Differentiators ● Low prices ● Free shipping ● Great customer service ● Detailed product descriptions ● Availability in certain languages or locales ● <your value prop here!>
  • 5. Mistake #2: Segmented approach Instead approach online strategy holistically -- aligned with larger business goals and every department communicating
  • 6. Consider SEO in entire user experience: from marketing campaign to conversion
  • 7. Car Company’s Business Strategy Marketing Team SEO Team goals Goals Bring TV viewers to Target keywords to bring example- users to main site edityourown-video. com Goals are not aligned
  • 9. Mistake #3: Time-consuming workarounds Avoid rel=“canonical” for each component page in a series… Instead, use new rel=“next” and rel=“prev” markup for paginated content!
  • 10. Mistake #3: Time-consuming workarounds ■ New rel=“next” and rel=“prev” markup for paginated content ■ Submit new/updated content to be crawled through “Fetch as Googlebot” in Webmaster Tools
  • 11. Mistake #4: Caught in SEO trends users search engines websites The old days… search engines search engines
  • 12. Now running two separate races? websites search engines Brings me sadness search engines users
  • 13. Unfortunate SEO trend of yesteryear What’s the optimal keyword density for my content? Not a great focus, just write compelling stuff!
  • 14. Mistake #5: Slow iteration Aim to be agile. 1. Define metrics for success 2. Implement improvements 3. Measure impact 4. Create new improvements 5. Prioritize improvements based on market and personnel Repeat.
  • 18. SEO instructions ■ Do something cool ■ Include relevant keywords in your copy ■ Be smart about your tags and site architecture ■ Sign up for email forwarding in Webmaster Tools ■ Attract buzz and natural links, votes, +1s, follows ■ Stay fresh and relevant (social media sites, accessible on new devices)