Honest SEO

Transcript

1. Honest SEO
   m
   

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2. @matthewcrist
   Matthew Crist
   

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3. Search Engine Optimization
   

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4. 
   
   
   
   
   
   
   
   Clients
   Me
   

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5. 
   
   
   
   
   
   
   
   Clients
   Me
   
   “Our SEO guy...”
   

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6. 
   
   
   
   
   
   
   
   Clients
   Me
   
   “Our SEO guy...”
   
   “SEO said...”
   
   “That’s great,
   but our SEO guy...”
   

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7. 
   Upper Management
   

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8. 
   Upper Management
   
   Middle Management
   
   

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9. 
   Upper Management
   
   Middle Management
   
   
   Designers & Developers
   

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10. 
    Upper Management
    
    Middle Management
    
    
    Designers & Developers
    
    SEO Team
    

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11. The Problem With SEO
    

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12. SEOs Game
    the System
    

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13. SEOs Game
    the System
    Search engine
    users complain
    

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14. SEOs Game
    the System
    Search engine
    users complain
    Search engines
    update algorithms
    

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15. SEOs Game
    the System
    Search engine
    users complain
    Search engines
    update algorithms
    Sites drop
    rankings
    

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16. SEOs Game
    the System
    Search engine
    users complain
    Search engines
    update algorithms
    Sites drop
    rankings
    

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17. This “dance” requires cash and resources.
    

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18. 0
    10
    20
    30
    40
    2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
    Google Update Velocity
    

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19. Too much above the fold
    Ad
    Content
    Links
    Ad
    Ad
    Links
    Some other useless thing
    

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20. Too Much Crap
    Ad
    Links
    Ad
    Ad
    Links
    Some other useless thing
    Not enough content
    

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21. Nefarious Inbound Links
    Unrelated Sites Related Sites
    Your Site
    

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22. Bought links on various unrelated sites
    

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23. Bought links on various unrelated sites
    Discovered by the New York Times
    

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24. Bought links on various unrelated sites
    Discovered by the New York Times
    Delisted by Google
    

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25. Content Farms
    

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26. Demand Media
    

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27. Demand Media
    Created thousands of content pieces
    

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28. Demand Media
    Created thousands of content pieces
    Content quality was low.
    

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29. Demand Media
    Created thousands of content pieces
    Content quality was low.
    Google lowered the boom and they
    lost $4.1 million.
    

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30. Demand Media
    Created thousands of content pieces
    Content quality was low.
    Google lowered the boom and they
    lost $4.1 million.
    Also: Lance Armstrong's Legacy Is A Content Farm
    

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31. Good SEO
    

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32. Other
    4%
    Bing
    29%
    Google
    67%
    

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33. 1. Forget rankings
    Rankings don’t matter when
    measuring SEO success.
    

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34. Traffic
    + Conversions
    SEO win
    

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35. 2. Great Content
    

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36. 2. Great Content
    it’s what people are looking for
    

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37. 2. Great Content
    it’s what people are looking for
    it get’s shared socially
    

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38. 2. Great Content
    it’s what people are looking for
    it get’s shared socially
    it goes viral
    

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39. 2. Follow the guidelines
    Google and Bing both
    provide detailed guidelines
    to get great rankings.
    Google Webmaster Guidelines
    Bing Webmaster Guidelines
    http://cri.st/N42J
    http://cri.st/N3gY
    

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40. “Make pages primarily for
    users, not for search engines.”
    - Google
    

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41. Important Guidelines
    

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42. Important Guidelines
    Accessibility is solid SEO
    

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43. Important Guidelines
    Accessibility is solid SEO
    Don’t deceive your users
    

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44. Important Guidelines
    Accessibility is solid SEO
    Don’t deceive your users
    Don’t participate in any linking schemes
    

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45. Important Guidelines
    Accessibility is solid SEO
    Don’t deceive your users
    Don’t participate in any linking schemes
    Don’t stuff keywords
    

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46. 3. Users over SEO
    Happy customers = Traffic
    

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47. Happy Customers...
    

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48. Happy Customers...
    Share your site via social networks
    

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49. Happy Customers...
    Share your site via social networks
    Link to your site from their sites
    

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50. Happy Customers...
    Share your site via social networks
    Link to your site from their sites
    Convert
    

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51. 4. Keywords
    Don’t spend hours
    researching keywords.
    

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52. 4. Keywords
    Don’t spend hours
    researching keywords.
    users don’t search rarely for exact match keywords
    

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53. 4. Keywords
    Don’t spend hours
    researching keywords.
    users don’t search rarely for exact match keywords
    users search for answers to their problems
    

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54. Implementing
    Good SEO
    

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55. “...don’t spend money on
    aggressive search engine
    optimization.”
    - Paul Boag
    

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56. Performance
    

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57. Performance
    Use CSS3 instead of images
    

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58. Performance
    Use CSS3 instead of images
    Cache and compress as much as possible
    

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59. Performance
    Use CSS3 instead of images
    Cache and compress as much as possible
    Reduce HTTP requests
    

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60. Performance
    Use CSS3 instead of images
    Cache and compress as much as possible
    Reduce HTTP requests
    Use CDNs for assets
    

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61. Get people to link to your
    site, aka inbound links.
    

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62. Get people to link to your
    site, aka inbound links.
    helps search engines determine your site’s importance
    

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63. Get people to link to your
    site, aka inbound links.
    helps search engines determine your site’s importance
    must be natural
    

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64. Get people to link to your
    site, aka inbound links.
    helps search engines determine your site’s importance
    must be natural
    must be from relevant sources
    

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65. Link to your site from your
    site, aka internal links
    

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66. Link to your site from your
    site aka internal links
    helps users find your content
    

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67. Link to your site from your
    site aka internal links
    helps users find your content
    helps search engines find your content
    

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68. Link to your site from your
    site aka internal links
    helps users find your content
    helps search engines find your content
    must be relevant and contextual
    

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69. Link to your site from your
    site aka internal links
    helps users find your content
    helps search engines find your content
    must be relevant and contextual
    must not go overboard
    

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70. HTML
    

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71. HTML
    simple, semantic markup
    

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72. HTML
    simple, semantic markup
    responsive design
    

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73. HTML
    simple, semantic markup
    responsive design
    use rel attributes
    

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74. HTML
    simple, semantic markup
    responsive design
    use rel attributes
    unobtrusive use of javascript
    

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75. HTML
    simple, semantic markup
    responsive design
    use rel attributes
    unobtrusive use of javascript
    ARIA
    

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76. HTML
    simple, semantic markup
    responsive design
    use rel attributes
    unobtrusive use of javascript
    ARIA
    Schema.org
    

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77. Schema.org
    A collection of microformats
    that is recognized by all
    search engines.
    

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78. ARIA
    HTML attributes that help
    define semantics.
    

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79. Meta Tags
    

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80. Meta Tags
    keywords
    

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81. Meta Tags
    keywords
    

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82. Meta Tags
    keywords
    description
    

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83. Meta Tags
    keywords
    description
    author
    

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84. Design your URLS
    

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85. Design your URLS
    domain.com?post=1234
    

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86. Design your URLS
    domain.com?post=1234
    

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87. Design your URLS
    domain.com?post=1234
    Design your URLS
    twitter.com/matthewcrist
    

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89. Beer - Wikipedia...
    

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90. Beer - Wikipedia...
    
    

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91. Beer - Wikipedia...
    
    Google Authorship
    

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92. Beer - Wikipedia...
    
    Google Authorship
    Sitelinks
    

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93. http://bit.ly/refresh-boston-seo
    

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94. Fin.
    

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