The document summarizes key points from a presentation on search engine optimization (SEO) techniques given by Jessica Bowman. The presentation covered topics such as keyword research, optimizing page content, link building strategies, integrating SEO best practices, and common SEO mistakes to avoid. Bowman emphasized the importance of optimizing for both human visitors and search engine crawlers.
3. Organic Listings You get here via Search Engine Optimization (SEO) Paid Listings You get here via Search Engine Advertising (commonly referenced as Pay-per-click, PPC, SEM) 70% of Clicks 30% of Clicks
19. PageRank Flows from One Page to Another Home Page 141 links Category Pages Category pages Category pages Section 5 Other eBay sites Other eBay sites Other eBay sites Other eBay sites Section 2 Product Detail Pages Product Detail Pages Product Detail Pages Product Detail Pages Section 3 About eBay Pages About eBay Pages About eBay Pages About eBay Pages Section 1 Misc. Other Pages Misc. Other Pages Misc. Other Pages Misc. Other Pages Section 4 PageRank 8 ÷ 141 = .056 points being passed to pages linked from the home page .056 pts .056 pts .056 pts .056 pts .056 pts
20. What do the links tell search engines this page is about? What is this page about? tags printers labels signs markers
21. What do the links tell search engines this page is about? What is this page about? Keep out signs Exit signs Door signs signs Safety signs
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37. These tactics work. “… we immediately implemented the link-building recommendations and got links from sites with PageRank 6 and higher within a few weeks!" - Doug Jankowski, Regional Manager of E-commerce & E-marketing, Large Publicly Traded B2B
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39. Technology A few things to take back to IT. Where SEO goes wrong most.
42. Change HTML Text to Image Before High rankings for top keyword. After Page 2 for top keyword. Development said, “Nothing changed.”
43. Redirects (302 vs. 301) 302 Redirect 301 Redirect Sign on the front door reads: We Temporarily Moved to 534 High Street Keep coming back to our old address each visit before going to 534 High Street to see if we’ve returned Sign on the front door reads: We Moved to 534 High Street Advertising updated Post Office notified 3 0 2 Advertising NOT updated Post Office NOT notified 3 0 1 534 High Street 534 High Street 124 Main Street 124 Main Street PageRank Stays Here PageRank Transfers No history, New Page
44. Page Load Time Increases Google Mantra Right Now: “ There is not such thing as too fast.” Time Spent Crawling a Page # of Pages Crawled a Day
57. Typical Development Life Cycles Contains: Phase Roles Involved Common Deliverables Inception (idea created) Upper Management Business Sponsor Scope Document Project Charter PRD (product release document) Requirements Gathering Business Sponsor Product Manager Project Manager User Experience Designers Sr. Programmers Requirements documents PRD (product release document) Wireframes may get started Design Business Sponsor (review/approve only) Product Manager User Experience Designers Project Managers Sr. Programmers Finalized Wireframes Finalized Visual Designs Page Specifications Finalized Use Cases Development Product Managers (minimal) Project managers All Programmers QA Test Scripts Logged Bugs/Defects Launch Development Team QA Team System Administrators Changes Live Thumbs up – Everything is Good Logged Bugs/Defects SEO SEO
My name is Jessica Bowman. I know SEO, but more importantly, I know in-house SEO and founded a company that makes in-house SEO programs successful. I’m self taught. Years ago I sat back in a corner at Enterprise Rent-A-Car helping someone out (my future boss), and he said “We want to be in search engines, I think it’s called search engine optimization.” I went back to my desk in the far corner for 2 weeks to learn SEO, and emerged well-versed with a 20 page report that said: This is SEO, Here is what we’re doing right, Here is what we’re doing Wrong. That was 2002. They came back to me 2 days later and asked if I felt this was a full-time job. Note, Enterprise had more than 100 people involved in a website release and HUGE POLITICS. My answer was, “Yes, it will take us 2 years to implement this.” In 2006 I started blogging about in-house SEO and the rest is history. WHAT I HAD TO DO FROM DAY ONE IS: give practical, realistic SEO advice and solutions that will work in a complex, enterprise-level environment with many legacy issues. Mind you much of Enterprise Rent-A-Car still runs on an AS/400 system! Today I’m a major advocate of in-house SEO, sit on the Search Marketing Professionals’ Organization, Speak and write, and Run In-house SEO Day at SMX West. We’re a team of 9 search marketers.
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CUSTOMIZE: THE SERP IMAGE THE META DESCRIPTION TEXT.