This document discusses the concept of human engine optimization (HEO), which aims to optimize websites for human users rather than search engines. HEO focuses on improving the user experience through techniques like clear structuring, relevant keywords and content, and naturally obtained backlinks from social sharing. The document compares HEO to traditional SEO and provides examples of how to test content and structure through tools like Google Website Optimizer. The overall message is that websites should prioritize usability and conversions over purely chasing traffic or rankings.

1. HEO
Conversion > Traffic
Websites for People, Not Robots
John Nollin
Co-founder

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Defining HEO
IT IS…
– Human Engine Optimization
– Human Eye Optimization
– Human Experience Optimization
– CRO- Conversion Rate Optimization
IT ISN’T…
–High Earth Orbit
–Heavy Equipment Operator
–Higher Executive Officer
–Health Education Officer

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SEO vs HEO
Content for Traffic Content for Conversion

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So You Went and Did IT!
• User Analysis
• Keyword Analysis
• Created Content Strategy
• Optimized 50 Pages
• Set up a PPC Campaign
• Back Linked ‘till your Fingers Bled

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Where does HEO go?
SEO Holy Trinity
1. Structure/Design
2. Keywords/Content
3. Back Linking

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Agenda
1. Structure/Design
1. The SEO Focus
2. Adding HEO
2. Keywording/Content
1. The SEO Focus
2. Adding HEO
3. Link Building
1. The SEO Way
2. The HEO Way

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Structure & Design

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Structure/Design - SEO FOCUS
WHAT DOES THIS WEBPAGE HAVE…
• Title tags
• Meta desc.
• Meta keys
• H1
• Bold
• H2
• Italics
• Underline
• Anchor text
• URL structure

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Structure/Design - Adding HEO
What to Remember
“Design Web Pages for Scanning, Not Reading”
“Keep the noise down to a dull roar”
“Create a clear visual hierarchy”

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Keywording & Content

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Keywords - SEO FOCUS
Example
“Turks and Caicos” gets 673,000 monthly searches, but it has 175
million competitors, most of which are established sites
Instead, we would focus on obtaining high positions for medium search
volume keywords. “Turks and Caicos all inclusive” gets 33,000
monthly searches but has 300 times LESS competition.

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Keywords - SEO FOCUS
GET THE TRAFFIC
FIND A WAY TO CONVERT
THEM TO WHAT I SELL
CONVERT THEM TO BUY

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Keywords - Adding HEO
Find
My Audience • UVP - Unique Value Proposition
– Benefits, Costs, and Resulting Value
your organization (site) can provide to
a customer (visitor)
• Your OWN Message
• What Market Will “buy” that Message?
Go Get Traffic • Call them to ACTION
• Go get THAT traffic

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Content - Adding HEO
Google Website Optimizer
• Call to Action
• Images
• Intro Videos
• Testimonial
• ETC

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Content - A/B Testing
5%
7%
Goal
2%

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Content - Multivariate Testing
Goal

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Content - which to use?

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Content - GWO Setup

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Content - Setup in Drupal

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Content - GWO Reporting

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Backlinks

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Backlinks the SEO way…
Backlinks for
Anchor Text not Referral
• Doesn’t matter much where the link resides
• Comment sections, “nice post”
• Random Forum Posts
• Directories
• Press Releases
• THE LINK EXCHANGE

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Backlinks the HEO way
6 Ways to “Share” Your Drupal Site
1. Facebook Connect Module
– Login to Drupal site with facebook login
– Publish messages on FB about activity on Drupal site
– Invite friends to join Drupal site
2. Twitter Connect Module
– Login to Drupal site with twitter login
– Post activity on Drupal site to twitter
– Post Tweets on your Drupal site
– Create a block with Twitter script*

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Backlinks the HEO way
6 Ways to “Share” Your Drupal Site
3. Your Blog!!
– Write a quality blog, others find your posts,
they share your link
– Use HEO & SEO Tactics we’ve talked about
4. Create a Fan Page for your website
– Post link for each of your blog posts
– Connect to twitter so all your posts get pushed
to twitter
– Find us on FB on your website
– Find us on Twitter link on your website
– Encourage fans with Promotion

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Backlinks the HEO way
6 Ways to “Share” Your Drupal Site
5. Actually participate in blogs and forums
– Introduce yourself ahead of time
– Play fair (return the links)
– Become a well known regular
6. Link Everything Together
– Website to all social networks
– Blog to all social networks
– Email to all social networks
– All social networks together

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Backlinks that do more!
• Don’t just get the anchor text
• Don’t just post in “comments”
• Get not only “link love” but also a referral
– a) the links are relevant
– b) the links are organically obtained
– c) the links are non-spam in nature.

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A Story
The Story of Dr. David Klein
“San Diego Chiropractic”
Published: ShoeMoney April Newsletter

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What the Engines Say…
Google:
“Make pages primarily for users, not for search engines.”
Yahoo!: It prefers to index
“Pages designed primarily for humans, with search
engine considerations secondary.”
Bing: Microsoft advises webmasters trying to optimize for Bing
to concentrate on making sure
“the site target audience is interested.”

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Take Away
• Make websites for people, not search engines
• Build a brand around a community. One that
loves you and will fight for you.
• Make websites that convert to your end goal… not just
rank for keywords
• Make your brand so big the search engines need you

36. Questions?
John Nollin
John@PrometMarketing.com
773-668-0466