Honest SEO

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

Honest SEO

Deck from my presentation at Refresh Boston.

761be20b5ebd271008bcee1244fc5b52?s=128

Matthew Crist

February 22, 2013
Tweet

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.