SlideShare a Scribd company logo
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IS SEOEVIL
     WEB DIRECTIONS 2007
IS SEO EVIL?

               bad reputation
IS SEO EVIL?




               us vs. them
Foundation
Foundation
Next Steps
Foundation
Next Steps
Findability = Usability
Foundation
Next Steps
Findability = Usability
Costs of Findability
Foundation
Next Steps
Findability = Usability
Costs of Findability
Is SEO Evil?
IS SEO EVIL?




               http://www.flickr.com/photos/gleddy/498720867/
                                                      gleddy
IS SEO EVIL?   Foundations




                             http://www.flickr.com/photos/kaneda99/223671285/
                                                                   kaneda99
how does my site get indexed?
searchbot
searchbot



            HTML
searchbot

                   list

            HTML
many lists
server


many lists
server


                      search engine results
many lists
search engine optimisation
making this process e cient
FOUNDATIONS Web Standards
FOUNDATIONS Accessibility
FOUNDATIONS Information Architecture
FOUNDATIONS Quality Content




                       http://www.flickr.com/photos/mdumlao98/186071440/in/photostream/
                                                                           mdumlao98
web standards
     accessibility
        usability
= solid foundation
IS SEO EVIL?   Next Steps




                            http://www.flickr.com/photos/teacherrafael/1335936669/
                                                                   Rafa from Brazil
NEXT STEPS   Knowing the Rules




                             http://www.flickr.com/photos/15369273@N00/427362366/
                                                                 toddsmithdesign’s
NEXT STEPS        Knowing the Rules

                                                                                               cloaking
     quality content

           accessibility      redirects

    meta-data                                                                                  keyword stu ng


                            link schemes
                                                                                    hidden text




                                           http://www.flickr.com/photos/souldirty/142452526/
                                                                                     Vijnana
NEXT STEPS        Knowing the Rules

                                                                                               cloaking
     quality content

           accessibility      redirects

    meta-data                                                                                  keyword stu ng


                            link schemes
                                                                                    hidden text




                                  low risk
                                           http://www.flickr.com/photos/souldirty/142452526/
                                                                                     Vijnana
NEXT STEPS        Knowing the Rules

                                                                                               cloaking
     quality content

           accessibility      redirects

    meta-data                                                                                  keyword stu ng


                            link schemes
                                                                                    hidden text




                                  medium risk
                                           http://www.flickr.com/photos/souldirty/142452526/
                                                                                     Vijnana
NEXT STEPS        Knowing the Rules

                                                                                               cloaking
     quality content

           accessibility      redirects

    meta-data                                                                                  keyword stu ng


                            link schemes
                                                                                    hidden text



                                                                          image replacement??




                                  high risk
                                           http://www.flickr.com/photos/souldirty/142452526/
                                                                                     Vijnana
NEXT STEPS   Knowing the Rules
NEXT STEPS   Knowing the Rules
NEXT STEPS   Defensive SEO




                             http://www.flickr.com/photos/quinonesanibal/402753236/
                                                                    quinonesanibal
Is SEO Evil? - Web Directions 2007
NEXT STEPS   Defensive SEO
Education
Education
Implementation
Education
Implementation
Trouble-shooting
Education
Implementation
Trouble-shooting
Buy-in
standardzilla.com/

           www.standardzilla.com

www.standardzilla.com/index.html
www.standardzilla.com
standardzilla.com/

           www.standardzilla.com

www.standardzilla.com/index.html
page rank 8
              standardzilla.com/

                                   page rank 5
           www.standardzilla.com

                                   page rank 7
www.standardzilla.com/index.html
www.standardzilla.com
NEXT STEPS   Content Strategy




                                http://www.flickr.com/photos/scratt/438875868/
                                                                       .mauro!
Link Baiting
Link Baiting
Social Media
Link Baiting
Social Media
Contextual Content
NEXT STEPS   Content Strategy

                            event optimisation




                                http://www.flickr.com/photos/pandas/152621393/
                                                                   Dylan + Hip
NEXT STEPS   Content Strategy
NEXT STEPS   Content Strategy




              World Cup
NEXT STEPS   Content Strategy




                          Ronaldo
              World Cup
NEXT STEPS   Content Strategy




                            Germany

                          Ronaldo
              World Cup
NEXT STEPS   Content Strategy




                  other websites launch


                            Germany

                          Ronaldo
              World Cup
NEXT STEPS   Linking Strategy

                            link building




                                http://www.flickr.com/photos/barbpinter/106749270/
                                                                         barbus22
Is SEO Evil? - Web Directions 2007
NEXT STEPS   Best Practice




                             http://www.flickr.com/photos/babyskinz/875756800/
                                                                    Baby Skinz
Page Titles
Page Titles
Meta-data
Page Titles
Meta-data
Link Text
Page Titles
Meta-data
Link Text
Image Naming
Page Titles
Meta-data
Link Text
Image Naming
Alt attributes
NEXT STEPS   Best Practice

                             writing for the web




                                 http://www.flickr.com/photos/sherlock77/689150/
                                                                     Sherlock77
NEXT STEPS   Best Practice


 Beenie




                             http://www.flickr.com/photos/sherlock77/689150/
                                                                 Sherlock77
NEXT STEPS   Best Practice


  Toque




                             http://www.flickr.com/photos/sherlock77/689150/
                                                                 Sherlock77
NEXT STEPS   Analytics
IS SEO EVIL?   Findability = Usability




                                     http://www.flickr.com/photos/stillmemory/1348220/
                                                                             Irina / Riri
ndability
FINDABILITY = USABILITY   The Perfect Search

                          driving tra c




                               http://www.flickr.com/photos/curzio70/349246822/
                                                                        Curzio
Is SEO Evil? - Web Directions 2007
FINDABILITY = USABILITY   The Perfect Search

                          relevant tra c




                                 http://www.flickr.com/photos/bail56/50583616/
                                          Random Images from The Heartland
lter the noise
FINDABILITY = USABILITY   The Third Browser




                                 http://www.flickr.com/photos/kevint/3010402/
                                                                  kevinthoule
Is SEO Evil? - Web Directions 2007
.9%
.9%
.9%   15%
9,000   150,000
77%
FINDABILITY = USABILITY   The Third Browser
Is SEO Evil? - Web Directions 2007
Is SEO Evil? - Web Directions 2007
bad grammr
Is SEO Evil? - Web Directions 2007
FINDABILITY = USABILITY   The Third Browser
FINDABILITY = USABILITY   The Fourth Leg


                   WEB STANDARDS



                    ACCESSIBILITY



                      USABILITY
FINDABILITY = USABILITY   The Fourth Leg


                   WEB STANDARDS


                    ACCESSIBILITY


                      USABILITY


                     FINDABILITY
FINDABILITY = USABILITY   The Fourth Leg


                      If you build it, they will come




                              http://www.flickr.com/photos/toolmantim/376859225/
                                                                      toolmantim
FINDABILITY = USABILITY   The Fourth Leg


                                           steve irwin dies




                                    Sept 4, 2006
FINDABILITY = USABILITY   The Fourth Leg




                                   news.com.au publishes

                                    Sept 4, 2006
Steve Irwin Dead
FINDABILITY = USABILITY   The Fourth Leg




                                    smh.com.au publishes

                                    Sept 4, 2006
Crocodile Man Reported Dead
FINDABILITY = USABILITY   The Fourth Leg




                                       rst in to google news


                                    Sept 4, 2006
FINDABILITY = USABILITY     The Fourth Leg




               yahoo news




                                         rst in to google news


                                      Sept 4, 2006
FINDABILITY = USABILITY     The Fourth Leg




                                      aggregators
               yahoo news




                                         rst in to google news


                                      Sept 4, 2006
FINDABILITY = USABILITY     The Fourth Leg




                                      aggregators
               yahoo news




                                         rst in to google news


                                      Sept 4, 2006
FINDABILITY = USABILITY     The Fourth Leg


                                     record tra c for news.com.au



                                      aggregators
               yahoo news




                                         rst in to google news


                                      Sept 4, 2006
steve irwin
       Steve Irwin
    steve irwin death
       steve erwin
steve irwin death video
    steve irwin dead
        terri irwin
    steve irwin video
       bindi irwin
      STEVE IRWIN
   steve irwin’s death
      australia zoo
IS SEO EVIL?   The Cost of Findability




                                    http://www.flickr.com/photos/superlocal/216434095/
                                                                            superlocal
greater good of the web
THE COST OF FINDABILITY   SEO Culture

      There Can Be Only One
API
KPI
THE COST OF FINDABILITY   Management and SEO
THE COST OF FINDABILITY   Management and SEO

                                                    ent
                                               ont
                                           *k c
                                        F@
                                                is free!
                                         SEO
Traffic, Traffic, Traffic!

400


300


200


100


  0
   2006   2007            2008                2009   2010
PI
UB
CPC
CPA
blah, accessibility, blah...
best practice
THE COST OF FINDABILITY   SEO Culture
THE COST OF FINDABILITY   SEO Culture
IS SEO EVIL?




               http://www.flickr.com/photos/kentsmudger/1388094939/
                                                       kentsmudger
young industry
IS SEO EVIL?




               http://www.flickr.com/photos/melbournewsg/140576306/
                                                    Melbourne WSG
buzzzzz
IS SEO EVIL?

               SEO vs Developer
SEOs
accountability
$$$$$
know technical boundaries
developers
learn the language
Is SEO Evil? - Web Directions 2007
class=”robots-nocontent”
compromise
IS SEO EVIL?



                                developer


      SEO




               http://www.flickr.com/photos/fenbranklin/97374570/
                                                     Fen Branklin
?
IS SEO
EVIL
?
   T
IS SEO
  O
N
EVIL
a DISCIPLINE cannot be judged because of BAD PRACTITIONERS
SMALL part of a BIGGER PROCESS
You can use SEO for GOOD, not evil.
questions?
Is SEO Evil?
 Standardzilla
 the slides. coming soon...

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Is SEO Evil? - Web Directions 2007