Is SEO Evil? - Web Directions 2007

Slide 1: ? IS SEOEVIL WEB DIRECTIONS 2007

Slide 2: IS SEO EVIL? bad reputation

Slide 3: IS SEO EVIL? us vs. them

Slide 4: Foundation

Slide 5: Foundation Next Steps

Slide 6: Foundation Next Steps Findability = Usability

Slide 7: Foundation Next Steps Findability = Usability Costs of Findability

Slide 8: Foundation Next Steps Findability = Usability Costs of Findability Is SEO Evil?

Slide 9: IS SEO EVIL? http://www.ﬂickr.com/photos/gleddy/498720867/ gleddy

Slide 10: IS SEO EVIL? Foundations http://www.ﬂickr.com/photos/kaneda99/223671285/ kaneda99

Slide 11: how does my site get indexed?

Slide 12: searchbot

Slide 13: searchbot HTML

Slide 14: searchbot list HTML

Slide 15: many lists

Slide 16: server many lists

Slide 17: server search engine results many lists

Slide 18: search engine optimisation

Slide 19: making this process e cient

Slide 20: FOUNDATIONS Web Standards

Slide 21: FOUNDATIONS Accessibility

Slide 22: FOUNDATIONS Information Architecture

Slide 23: FOUNDATIONS Quality Content http://www.ﬂickr.com/photos/mdumlao98/186071440/in/photostream/ mdumlao98

Slide 24: web standards accessibility usability = solid foundation

Slide 25: IS SEO EVIL? Next Steps http://www.ﬂickr.com/photos/teacherrafael/1335936669/ Rafa from Brazil

Slide 26: NEXT STEPS Knowing the Rules http://www.ﬂickr.com/photos/15369273@N00/427362366/ toddsmithdesign’s

Slide 27: 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

Slide 28: 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

Slide 29: 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

Slide 30: 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

Slide 31: NEXT STEPS Knowing the Rules

Slide 32: NEXT STEPS Knowing the Rules

Slide 33: NEXT STEPS Defensive SEO http://www.ﬂickr.com/photos/quinonesanibal/402753236/ quinonesanibal

Slide 35: NEXT STEPS Defensive SEO

Slide 36: Education

Slide 37: Education Implementation

Slide 38: Education Implementation Trouble-shooting

Slide 39: Education Implementation Trouble-shooting Buy-in

Slide 40: standardzilla.com/ www.standardzilla.com www.standardzilla.com/index.html

Slide 41: www.standardzilla.com

Slide 42: standardzilla.com/ www.standardzilla.com www.standardzilla.com/index.html

Slide 43: page rank 8 standardzilla.com/ page rank 5 www.standardzilla.com page rank 7 www.standardzilla.com/index.html

Slide 44: www.standardzilla.com

Slide 45: NEXT STEPS Content Strategy http://www.ﬂickr.com/photos/scratt/438875868/ .mauro!

Slide 46: Link Baiting

Slide 47: Link Baiting Social Media

Slide 48: Link Baiting Social Media Contextual Content

Slide 49: NEXT STEPS Content Strategy event optimisation http://www.ﬂickr.com/photos/pandas/152621393/ Dylan + Hip

Slide 50: NEXT STEPS Content Strategy

Slide 51: NEXT STEPS Content Strategy World Cup

Slide 52: NEXT STEPS Content Strategy Ronaldo World Cup

Slide 53: NEXT STEPS Content Strategy Germany Ronaldo World Cup

Slide 54: NEXT STEPS Content Strategy other websites launch Germany Ronaldo World Cup

Slide 55: NEXT STEPS Linking Strategy link building http://www.ﬂickr.com/photos/barbpinter/106749270/ barbus22

Slide 57: NEXT STEPS Best Practice http://www.ﬂickr.com/photos/babyskinz/875756800/ Baby Skinz

Slide 58: Page Titles

Slide 59: Page Titles Meta-data

Slide 60: Page Titles Meta-data Link Text

Slide 61: Page Titles Meta-data Link Text Image Naming

Slide 62: Page Titles Meta-data Link Text Image Naming Alt attributes

Slide 63: NEXT STEPS Best Practice writing for the web http://www.ﬂickr.com/photos/sherlock77/689150/ Sherlock77

Slide 64: NEXT STEPS Best Practice Beenie http://www.ﬂickr.com/photos/sherlock77/689150/ Sherlock77

Slide 65: NEXT STEPS Best Practice Toque http://www.ﬂickr.com/photos/sherlock77/689150/ Sherlock77

Slide 66: NEXT STEPS Analytics

Slide 67: IS SEO EVIL? Findability = Usability http://www.ﬂickr.com/photos/stillmemory/1348220/ Irina / Riri

Slide 68: ndability

Slide 69: FINDABILITY = USABILITY The Perfect Search driving tra c http://www.ﬂickr.com/photos/curzio70/349246822/ Curzio

Slide 71: FINDABILITY = USABILITY The Perfect Search relevant tra c http://www.ﬂickr.com/photos/bail56/50583616/ Random Images from The Heartland

Slide 72: lter the noise

Slide 73: FINDABILITY = USABILITY The Third Browser http://www.ﬂickr.com/photos/kevint/3010402/ kevinthoule

Slide 75: .9%

Slide 76: .9%

Slide 77: .9% 15%

Slide 78: 9,000 150,000

Slide 79: 77%

Slide 80: FINDABILITY = USABILITY The Third Browser

Slide 83: bad grammr

Slide 85: FINDABILITY = USABILITY The Third Browser

Slide 86: FINDABILITY = USABILITY The Fourth Leg WEB STANDARDS ACCESSIBILITY USABILITY

Slide 87: FINDABILITY = USABILITY The Fourth Leg WEB STANDARDS ACCESSIBILITY USABILITY FINDABILITY

Slide 88: FINDABILITY = USABILITY The Fourth Leg If you build it, they will come http://www.ﬂickr.com/photos/toolmantim/376859225/ toolmantim

Slide 89: FINDABILITY = USABILITY The Fourth Leg steve irwin dies Sept 4, 2006

Slide 90: FINDABILITY = USABILITY The Fourth Leg news.com.au publishes Sept 4, 2006

Slide 91: Steve Irwin Dead

Slide 92: FINDABILITY = USABILITY The Fourth Leg smh.com.au publishes Sept 4, 2006

Slide 93: Crocodile Man Reported Dead

Slide 94: FINDABILITY = USABILITY The Fourth Leg rst in to google news Sept 4, 2006

Slide 95: FINDABILITY = USABILITY The Fourth Leg yahoo news rst in to google news Sept 4, 2006

Slide 96: FINDABILITY = USABILITY The Fourth Leg aggregators yahoo news rst in to google news Sept 4, 2006

Slide 97: FINDABILITY = USABILITY The Fourth Leg aggregators yahoo news rst in to google news Sept 4, 2006

Slide 98: FINDABILITY = USABILITY The Fourth Leg record tra c for news.com.au aggregators yahoo news rst in to google news Sept 4, 2006

Slide 99: 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

Slide 100: IS SEO EVIL? The Cost of Findability http://www.ﬂickr.com/photos/superlocal/216434095/ superlocal

Slide 101: greater good of the web

Slide 102: THE COST OF FINDABILITY SEO Culture There Can Be Only One

Slide 103: API

Slide 104: KPI

Slide 105: THE COST OF FINDABILITY Management and SEO

Slide 106: THE COST OF FINDABILITY Management and SEO ent ont *k c F@ is free! SEO

Slide 107: Traffic, Traffic, Traffic! 400 300 200 100 0 2006 2007 2008 2009 2010

Slide 108: PI UB CPC CPA

Slide 109: blah, accessibility, blah...

Slide 110: best practice

Slide 111: THE COST OF FINDABILITY SEO Culture

Slide 112: THE COST OF FINDABILITY SEO Culture

Slide 113: IS SEO EVIL? http://www.ﬂickr.com/photos/kentsmudger/1388094939/ kentsmudger

Slide 114: young industry

Slide 115: IS SEO EVIL? http://www.ﬂickr.com/photos/melbournewsg/140576306/ Melbourne WSG

Slide 116: buzzzzz

Slide 117: IS SEO EVIL? SEO vs Developer

Slide 118: SEOs

Slide 119: accountability

Slide 120: $$$$$

Slide 121: know technical boundaries

Slide 122: developers

Slide 123: learn the language

Slide 125: class=”robots-nocontent”

Slide 126: compromise

Slide 127: IS SEO EVIL? developer SEO http://www.ﬂickr.com/photos/fenbranklin/97374570/ Fen Branklin

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