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5 common mistakes in SEO (and 6 good ideas!) Maile Ohye Developer Programs Tech Lead

Five common SEO mistakes (and six good ideas!)

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Page 1: Five common SEO mistakes (and six good ideas!)

5 common mistakes in SEO(and 6 good ideas!)

Maile OhyeDeveloper Programs Tech Lead

Page 2: Five common SEO mistakes (and six good ideas!)

Mistake #1: No value prop

Why would a user select my site in search results?

Make your product or service compelling --

be your creative self!

Page 3: Five common SEO mistakes (and six good ideas!)
Page 4: Five common SEO mistakes (and six good ideas!)

e-commerce Differentiators

● Low prices● Free shipping● Great customer service● Detailed product descriptions● Availability in certain languages or locales● <your value prop here!>

Page 5: Five common SEO mistakes (and six good ideas!)

Mistake #2: Segmented approach

Instead approach online strategy holistically -- aligned with larger business goals and every department

communicating

Page 6: Five common SEO mistakes (and six good ideas!)

Consider SEO in entire user experience: from marketing

campaign to conversion

Page 7: Five common SEO mistakes (and six good ideas!)

Car Company’s Business Strategy

Bring TV viewers to example-edityourown-video.com

Marketing Team goals

Target keywords to bring users to main site

SEO Team Goals

Goals are not aligned

Page 8: Five common SEO mistakes (and six good ideas!)

Mistake #3: Time-consuming workarounds

Page 9: Five common SEO mistakes (and six good ideas!)

Mistake #3: Time-consuming workarounds

Avoid rel=“canonical” for each component page in a series…

Instead, use new rel=“next” and rel=“prev”

markup for paginated content!

Page 10: Five common SEO mistakes (and six good ideas!)

Mistake #3: Time-consuming workarounds

■ New rel=“next” and rel=“prev” markup for paginated content

■ Submit new/updated content to be crawled

through “Fetch as Googlebot” in Webmaster Tools

Page 11: Five common SEO mistakes (and six good ideas!)

users

search engines

websites

Mistake #4: Caught in SEO trends

The old days…

search enginessearch engines

Page 12: Five common SEO mistakes (and six good ideas!)

userssearch engines

websites search engines

Now running two separate races?

Brings me sadness

Page 13: Five common SEO mistakes (and six good ideas!)

Unfortunate SEO trend of yesteryear

What’s the optimal keyword density for my content? Not a great focus, just write

compelling stuff!

Page 14: Five common SEO mistakes (and six good ideas!)

Mistake #5: Slow iteration

Aim to be agile.

1. Define metrics for success2. Implement improvements3. Measure impact4. Create new improvements5. Prioritize improvements based on market and

personnel

Repeat.

Page 15: Five common SEO mistakes (and six good ideas!)

2009: Rich snippets

Cool!

Page 16: Five common SEO mistakes (and six good ideas!)

Rich snippets: Events

Very nice!

Page 17: Five common SEO mistakes (and six good ideas!)

Video Sitemaps

Page 18: Five common SEO mistakes (and six good ideas!)

SEO instructions

■ Do something cool■ Include relevant keywords in your copy■ Be smart about your tags and site architecture■ Sign up for email forwarding in Webmaster Tools■ Attract buzz and natural links, votes, +1s, follows ■ Stay fresh and relevant (social media sites,

accessible on new devices)