This document discusses search engine optimization (SEO) and how various organizational areas relate to SEO. It addresses how audience needs, website design principles like structure and speed, development aspects like markup languages, social media, advertising, and writing all intersect with SEO. The document emphasizes that SEO success requires coordination across an organization with many teams sharing responsibility.

1. Search Engine Optimization

2. Intros

3. How search works

4. Organizations need to change so that online marketing
is a more distributed role with everybody taking
responsibility for aspects of it.
“

6. Where audience meets SEO

7. Where audience meets SEO
• Pains, needs and wants!
• Search intent!
• How to invoke shares and comments

8. Where design meets SEO

9. Where design meets SEO
• Crawlable link structures!
• Depth and organization
Architecture

10. Where design meets SEO
• Image optimization!
• CSS delivery!
• JavaScript implementation
Speed

11. Where design meets SEO
• Know which languages are crawlable!
• Designing for supporting text
Indexation

12. Where design meets SEO
• Content above and below the fold?!
• Allow for sufficient content.
Content:
Depth and
Placement

13. Where development meets SEO
< <

14. Where development meets SEO
< <Languages

15. Where development meets SEO
< <Markup

16. Where development meets SEO
< <URL Structure

17. Where development meets SEO
< <Redirects

18. Where social media meets SEO

19. Where social media meets SEO

20. Where social media meets SEO

21. Where advertising meets SEO

22. Where advertising meets SEO
With paid search ran in tandem to !
SEO you can increase the number of!
results shown on a page. Studies show
this will increase click-through-rate.

23. Where advertising meets SEO
!
Retargeting can have some benefits:!
• Heightened brand recall!
• Increased engagement (more likely to
share or link to content).!

24. Where advertising meets SEO
Contextual marketing or content
discovery improves likelihood of !
engagement (more likely to share or!
link to content).

25. Where advertising meets SEO
Billboard ads improve brand!
recognition. Branded queries are !
historically much easier to perform !
well for in natural search.

26. Where writing meets SEO

27. Where writing meets SEO
• Inform creative direction!
• Improve probability to resonate (by
using the right terms).

28. Preston Van Dyke
@prestonvandyke

29. THANKS