Honest SEO

761be20b5ebd271008bcee1244fc5b52?s=47 Matthew Crist
February 22, 2013
Technology
8
260

Honest SEO

Deck from my presentation at Refresh Boston.

761be20b5ebd271008bcee1244fc5b52?s=128

Matthew Crist

February 22, 2013
Tweet

More Decks by Matthew Crist

See All by Matthew Crist
761be20b5ebd271008bcee1244fc5b52?s=48 matthewcrist
3
930
761be20b5ebd271008bcee1244fc5b52?s=48 matthewcrist
1
120
761be20b5ebd271008bcee1244fc5b52?s=48 matthewcrist
7
180
761be20b5ebd271008bcee1244fc5b52?s=48 matthewcrist
1
50
761be20b5ebd271008bcee1244fc5b52?s=48 matthewcrist
1
97
761be20b5ebd271008bcee1244fc5b52?s=48 matthewcrist
71
7k
761be20b5ebd271008bcee1244fc5b52?s=48 matthewcrist
28
1.5k
761be20b5ebd271008bcee1244fc5b52?s=48 matthewcrist
12
860

Other Decks in Technology

See All in Technology
Cc8a208e174943d1da814783841abd50?s=48 shinodogg
2
220
Da467feb3ca0106d571915faedb714f2?s=48 enakai00
3
150
0479057e04d0dbef40692b5f171f60e4?s=48 takanakahiko
0
200
1817c3d5995710d04506a17cc9b5c9ba?s=48 runrunsan
1
200
A97eee01397705443a72a48ce29d3e19?s=48 cybozuinsideout
0
240
8aba6de431668fc8d09977c0e33c63c1?s=48 jaguar_imo
0
140
66a1bb94b08fe5dcd07635a59681626c?s=48 agilesingapore
0
170
Cc8a208e174943d1da814783841abd50?s=48 shinodogg
0
160
53850955f15249a1a9dc49df6113e400?s=48 line_developers
1
420
457ada693e168bd1102fec3914040b5d?s=48 uipath_friends
0
140
9e7a653ed313b3da4b263a772bfc5026?s=48 clustervr
0
160
Dc3f88b2c2c4210e3068d94ce7c25bf2?s=48 terkel
13
2.8k

Featured

See All Featured
D47656e20ff5e42f125fc5ea0fd636c6?s=48 tmm1
61
7.5k
016edace78ffe826f2348d1e0c504afd?s=48 maggiecrowley
5
300
3d4519fd34b76fb265fc0237f3792bd4?s=48 danielanewman
1
350
053e75a5b48b44d6dd0612795dfb326d?s=48 notwaldorf
2
830
0bce06bd06ee7a2c4f5500f25dcf7f18?s=48 paulrobertlloyd
71
3.5k
Be9caeb9d4ef9944d151af909063ed6e?s=48 samlambert
236
9.8k
9128d500301ae51524e887bb680f471d?s=48 caitiem20
305
17k
027d1ebf66cc039a0bd3b55eeadbe75d?s=48 sachag
446
36k
Ded01cdab114abe4ec13511e4c25b9bb?s=48 andyhume
60
2.4k
E4f5d494ebdc9e7cce1aecf3ce3e8bc1?s=48 shpigford
165
18k
B6a8f005f39d23ffc930508ac9da68b9?s=48 vanstee
115
4.7k
95d9f37115fbb0d13135d0f77132f856?s=48 morganepeng
90
13k

Transcript

  1. Honest SEO m

  2. @matthewcrist Matthew Crist

  3. Search Engine Optimization

  4. Clients Me

  5. Clients Me “Our SEO guy...”

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

    our SEO guy...”

  7. Upper Management

  8. Upper Management Middle Management

  9. Upper Management Middle Management Designers & Developers

  10. Upper Management Middle Management Designers & Developers SEO Team

  11. The Problem With SEO

  12. SEOs Game the System

  13. SEOs Game the System Search engine users complain

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

    update algorithms

  15. SEOs Game the System Search engine users complain Search engines

    update algorithms Sites drop rankings

  16. SEOs Game the System Search engine users complain Search engines

    update algorithms Sites drop rankings

  17. This “dance” requires cash and resources.

  18. 0 10 20 30 40 2002 2003 2004 2005 2006

    2007 2008 2009 2010 2011 2012 Google Update Velocity

  19. Too much above the fold Ad Content Links Ad Ad

    Links Some other useless thing

  20. Too Much Crap Ad Links Ad Ad Links Some other

    useless thing Not enough content

  21. Nefarious Inbound Links Unrelated Sites Related Sites Your Site

  22. Bought links on various unrelated sites

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

    York Times

  24. Bought links on various unrelated sites Discovered by the New

    York Times Delisted by Google

  25. Content Farms

  26. Demand Media

  27. Demand Media Created thousands of content pieces

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

    low.

  29. Demand Media Created thousands of content pieces Content quality was

    low. Google lowered the boom and they lost $4.1 million.

  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

  31. Good SEO

  32. Other 4% Bing 29% Google 67%

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

  34. Traffic + Conversions SEO win

  35. 2. Great Content

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

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

    get’s shared socially

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

    get’s shared socially it goes viral

  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

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

    Google

  41. Important Guidelines

  42. Important Guidelines Accessibility is solid SEO

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

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

    Don’t participate in any linking schemes

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

    Don’t participate in any linking schemes Don’t stuff keywords

  46. 3. Users over SEO Happy customers = Traffic

  47. Happy Customers...

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

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

    your site from their sites

  50. Happy Customers... Share your site via social networks Link to

    your site from their sites Convert

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

  52. 4. Keywords Don’t spend hours researching keywords. users don’t search

    rarely for exact match keywords

  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

  54. Implementing Good SEO

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

    Boag

  56. Performance

  57. Performance Use CSS3 instead of images

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

    much as possible

  59. Performance Use CSS3 instead of images Cache and compress as

    much as possible Reduce HTTP requests

  60. Performance Use CSS3 instead of images Cache and compress as

    much as possible Reduce HTTP requests Use CDNs for assets

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

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

    helps search engines determine your site’s importance

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

    helps search engines determine your site’s importance must be natural

  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

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

  66. Link to your site from your site aka internal links

    helps users find your content

  67. Link to your site from your site aka internal links

    helps users find your content helps search engines find your content

  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

  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

  70. HTML

  71. HTML simple, semantic markup

  72. HTML simple, semantic markup responsive design

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

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

    use of javascript

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

    use of javascript ARIA

  76. HTML simple, semantic markup responsive design use rel attributes unobtrusive

    use of javascript ARIA Schema.org

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

    search engines.

  78. ARIA HTML attributes that help define semantics.

  79. Meta Tags

  80. Meta Tags keywords

  81. Meta Tags keywords

  82. Meta Tags keywords description

  83. Meta Tags keywords description author

  84. Design your URLS

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

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

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

  88. None

  89. <title>Beer - Wikipedia...</title>

  90. <title>Beer - Wikipedia...</title> <meta name=”description” content=”{content}”>

  91. <title>Beer - Wikipedia...</title> <meta name=”description” content=”{content}”> Google Authorship

  92. <title>Beer - Wikipedia...</title> <meta name=”description” content=”{content}”> Google Authorship Sitelinks

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

  94. Fin.