Beyond SEO
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The document discusses the evolving nature of SEO, emphasizing the necessity for in-house SEO knowledge and integration within organizations while also considering the benefits of outsourcing expertise. It outlines the roles of various stakeholders in the SEO process, including project managers, content writers, and developers, and stresses the importance of consistent testing and updates in SEO practices. Additionally, it highlights the importance of adapting to new trends such as real-time search and mobile search to enhance user engagement and experience.
Beyond SEO
- 1. Beyond SEO Scott Gledhill and Cheryl Gledhill 1
- 2. intro 2
- 3. intro 3
- 4. intro 4
- 5. intro imagonovus http://www. ickr.com/photos/imagonovus/2465392241/ 5
- 6. thats not my job 6
- 7. basics of SEO 7
- 8. technical HTML URLs server issues invisible content XML sitemaps 8
- 9. content keywords headlines page content taxonomies labeling 9
- 10. external linking strategies content strategies 10
- 11. agenda internal, doing it better external, using them better today and tomorrow beyond SEO 11
- 12. internal SEO 12
- 13. why bring SEO in-house insider knowledge of business complete control focus integration learning experience 13
- 14. roles of the SEO process 14
- 15. common site build Producer Project Manager Marketing IA Visual Design Front End Back End Server Content Pre-launch Post-launch 15
- 16. how to involve SEO educate each silo about search understand how to use each resource buy in from the top (team KPIs) checklists, to supplement this process IA Visual Design Front End Back End Server Content Pre-launch Post-launch 16
- 17. information architecture labeling and taxonomies linking strategies (super footers, navigational elements) content strategies (top stories, related posts, landing pages) IA Visual Design Front End Back End Server Content Pre-launch Post-launch 17
- 18. 18
- 19. visual design branding and communication (retention of users) HTML / CSS friendly design IA Visual Design Front End Back End Server Content Pre-launch Post-launch 19
- 20. developers hate SEO surpris es 20
- 21. developers specs 21
- 22. front-end development web standards HTML / CSS / JavaScript good HTML architecture (h1s, microformats, semantics...) page optimisation (optimising visual design) IA Visual Design Front End Back End Server Content Pre-launch Post-launch 22
- 23. back-end development HTML / CSS template assembly population of site-wide data (eg. meta-data, title, alt text, etc) XML sitemap population URL structures (sometimes rewrites) IA Visual Design Front End Back End Server Content Pre-launch Post-launch 23
- 24. 24
- 25. server admins url rewriting / primary URLs robots.txt (depending on servers) error handling (404) page optimisation (gzip, CDN, etc) IA Visual Design Front End Back End Server Content Pre-launch Post-launch 25
- 26. http://www.3am.co.uk/diary/ 200 OK http://3am.co.uk/diary/ 302 redirect http://3am.co.uk/phwoar/ 301 redirect 26
- 27. content writer the most vital element in SEO write content, understand search implications IA Visual Design Front End Back End Server Content Pre-launch Post-launch 27
- 28. 28
- 29. content writer the most vital element in SEO write content, understand search implications provide quality content write link bait write meta data IA Visual Design Front End Back End Server Content Pre-launch Post-launch 29
- 30. producers often responsible for SEO legwork - inbound links writing copy analytics site consistency 30
- 31. project manager oversee the entire process establish processes and standards for SEO establish checklists establish testing processes de-brief per project 31
- 32. marketing ultimate owners of SEO identify prospects understanding users/customers selling products with the right landing page user experience conversion 32
- 33. testing, testing, testing developers test browsers, data, etc SEO outputs should be tested pre-launch vs post-launch IA Visual Design Front End Back End Server Content Pre-launch Post-launch 33
- 34. test how your website looks in SERPs 34
- 35. in-house works when... you get involved early! establish SEO standards for the website building process supplement with checklists, dont depend on them constant education and face time IA Visual Design Front End Back End Server Content Pre-launch Post-launch 35
- 36. external SEO 36
- 37. do you need an external company? orphanjones http://www. ickr.com/photos/orphanjones/431843839/ 37
- 38. outsource is good because... constantly changing algorithms diverse experience black hat white hat cost e鍖ciency can step back from company jargon expert view - get unpopular decisions across the management line easier boring 38
- 39. get the best from your agency prioritise for them be involved - dont just get reports do you own research - keywords, verticals, competitors share your business strategy get a core SEO team together experiment 39
- 40. today and tomorrow 40
- 41. universal search 41
- 42. vertical search 42
- 43. 43
- 44. indexing more 44
- 45. takeaway - audio, video, podcasts, etc. 45
- 46. real time search 46
- 47. real time search information search 40% 40% navigational search 20% 47
- 48. de ned by publish time, not index time 48
- 49. sydney dust storms toolmantim http://www. ickr.com/photos/toolmantim/3946766188/ 49
- 50. 15 minutes of lost time Brendan Loy http://www. ickr.com/photos/51629368@N00/2669857604/ 50
- 51. real time mixed with quick index time 51
- 52. 界温鍖仰艶庄稼艶 52
- 53. real time service 53
- 54. twitter, ickr, facebook, youtube, friendfeed... instantaneous 54
- 55. real time aggregation 55
- 56. should you get in on real time? 56
- 57. should you get in on real time? is it relevant to your business or users? (eg. breaking news) 57
- 58. should you get in on real time? is it relevant to your business or users? (eg. breaking news) dont publish stale content expand on real time with real content 58
- 59. mobile search 59
- 60. standards compliant code quality content 60
- 61. as at August 2009 61
- 62. 62
- 63. 63
- 64. 64
- 65. 65
- 66. 66
- 67. links are not as important 67
- 68. content structure 68
- 69. This site requires the Macromedia Flash Player. Download it here. 69
- 70. .mobi domain 70
- 71. mobilecaption sitemap 71
- 72. nd not search 72
- 73. 73
- 74. 74
- 75. personalisation 75
- 76. 76
- 77. 77
- 78. local search 78
- 79. 79
- 80. beyond SEO 80
- 81. 81
- 82. 82
- 83. the more we search, the more we want from search 83
- 85. 85
- 86. 86
- 87. 87
- 88. 88
- 89. better interpretation, less gaming 89
- 90. indexing of everything 90
- 91. audio video ash 91
- 92. talk for search engines? 92
- 93. real, real, real time 93
- 94. not fast enough 94
- 95. how does SEO adapt to the future? 95
- 96. we should be beyond basics 96
- 97. sort your processes 97
- 98. know your medium 98
- 99. accessibility and content 99
- 100. focus on users, enhance for search engines 100
- 101. break the cycle 101