Too much above the fold
Ad
Content
Links
Ad
Ad
Links
Some other useless thing
Slide 20
Slide 20 text
Too Much Crap
Ad
Links
Ad
Ad
Links
Some other useless thing
Not enough content
Slide 21
Slide 21 text
Nefarious Inbound Links
Unrelated Sites Related Sites
Your Site
Slide 22
Slide 22 text
Bought links on various unrelated sites
Slide 23
Slide 23 text
Bought links on various unrelated sites
Discovered by the New York Times
Slide 24
Slide 24 text
Bought links on various unrelated sites
Discovered by the New York Times
Delisted by Google
Slide 25
Slide 25 text
Content Farms
Slide 26
Slide 26 text
Demand Media
Slide 27
Slide 27 text
Demand Media
Created thousands of content pieces
Slide 28
Slide 28 text
Demand Media
Created thousands of content pieces
Content quality was low.
Slide 29
Slide 29 text
Demand Media
Created thousands of content pieces
Content quality was low.
Google lowered the boom and they
lost $4.1 million.
Slide 30
Slide 30 text
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
Slide 31
Slide 31 text
Good SEO
Slide 32
Slide 32 text
Other
4%
Bing
29%
Google
67%
Slide 33
Slide 33 text
1. Forget rankings
Rankings don’t matter when
measuring SEO success.
Slide 34
Slide 34 text
Traffic
+ Conversions
SEO win
Slide 35
Slide 35 text
2. Great Content
Slide 36
Slide 36 text
2. Great Content
it’s what people are looking for
Slide 37
Slide 37 text
2. Great Content
it’s what people are looking for
it get’s shared socially
Slide 38
Slide 38 text
2. Great Content
it’s what people are looking for
it get’s shared socially
it goes viral
Slide 39
Slide 39 text
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
Slide 40
Slide 40 text
“Make pages primarily for
users, not for search engines.”
- Google
Slide 41
Slide 41 text
Important Guidelines
Slide 42
Slide 42 text
Important Guidelines
Accessibility is solid SEO
Slide 43
Slide 43 text
Important Guidelines
Accessibility is solid SEO
Don’t deceive your users
Slide 44
Slide 44 text
Important Guidelines
Accessibility is solid SEO
Don’t deceive your users
Don’t participate in any linking schemes
Slide 45
Slide 45 text
Important Guidelines
Accessibility is solid SEO
Don’t deceive your users
Don’t participate in any linking schemes
Don’t stuff keywords
Slide 46
Slide 46 text
3. Users over SEO
Happy customers = Traffic
Slide 47
Slide 47 text
Happy Customers...
Slide 48
Slide 48 text
Happy Customers...
Share your site via social networks
Slide 49
Slide 49 text
Happy Customers...
Share your site via social networks
Link to your site from their sites
Slide 50
Slide 50 text
Happy Customers...
Share your site via social networks
Link to your site from their sites
Convert
4. Keywords
Don’t spend hours
researching keywords.
users don’t search rarely for exact match keywords
Slide 53
Slide 53 text
4. Keywords
Don’t spend hours
researching keywords.
users don’t search rarely for exact match keywords
users search for answers to their problems
Slide 54
Slide 54 text
Implementing
Good SEO
Slide 55
Slide 55 text
“...don’t spend money on
aggressive search engine
optimization.”
- Paul Boag
Slide 56
Slide 56 text
Performance
Slide 57
Slide 57 text
Performance
Use CSS3 instead of images
Slide 58
Slide 58 text
Performance
Use CSS3 instead of images
Cache and compress as much as possible
Slide 59
Slide 59 text
Performance
Use CSS3 instead of images
Cache and compress as much as possible
Reduce HTTP requests
Slide 60
Slide 60 text
Performance
Use CSS3 instead of images
Cache and compress as much as possible
Reduce HTTP requests
Use CDNs for assets
Slide 61
Slide 61 text
Get people to link to your
site, aka inbound links.
Slide 62
Slide 62 text
Get people to link to your
site, aka inbound links.
helps search engines determine your site’s importance
Slide 63
Slide 63 text
Get people to link to your
site, aka inbound links.
helps search engines determine your site’s importance
must be natural
Slide 64
Slide 64 text
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
Slide 65
Slide 65 text
Link to your site from your
site, aka internal links
Slide 66
Slide 66 text
Link to your site from your
site aka internal links
helps users find your content
Slide 67
Slide 67 text
Link to your site from your
site aka internal links
helps users find your content
helps search engines find your content
Slide 68
Slide 68 text
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
Slide 69
Slide 69 text
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
Slide 70
Slide 70 text
HTML
Slide 71
Slide 71 text
HTML
simple, semantic markup
Slide 72
Slide 72 text
HTML
simple, semantic markup
responsive design
Slide 73
Slide 73 text
HTML
simple, semantic markup
responsive design
use rel attributes
Slide 74
Slide 74 text
HTML
simple, semantic markup
responsive design
use rel attributes
unobtrusive use of javascript
Slide 75
Slide 75 text
HTML
simple, semantic markup
responsive design
use rel attributes
unobtrusive use of javascript
ARIA
Slide 76
Slide 76 text
HTML
simple, semantic markup
responsive design
use rel attributes
unobtrusive use of javascript
ARIA
Schema.org
Slide 77
Slide 77 text
Schema.org
A collection of microformats
that is recognized by all
search engines.
Slide 78
Slide 78 text
ARIA
HTML attributes that help
define semantics.
Slide 79
Slide 79 text
Meta Tags
Slide 80
Slide 80 text
Meta Tags
keywords
Slide 81
Slide 81 text
Meta Tags
keywords
Slide 82
Slide 82 text
Meta Tags
keywords
description
Slide 83
Slide 83 text
Meta Tags
keywords
description
author
Slide 84
Slide 84 text
Design your URLS
Slide 85
Slide 85 text
Design your URLS
domain.com?post=1234
Slide 86
Slide 86 text
Design your URLS
domain.com?post=1234
Slide 87
Slide 87 text
Design your URLS
domain.com?post=1234
Design your URLS
twitter.com/matthewcrist