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5 common mistakes in SEO(and 6 good ideas!)
Maile OhyeDeveloper Programs Tech Lead
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!
e-commerce Differentiators
● Low prices● Free shipping● Great customer service● Detailed product descriptions● Availability in certain languages or locales● <your value prop here!>
Mistake #2: Segmented approach
Instead approach online strategy holistically -- aligned with larger business goals and every department
communicating
Consider SEO in entire user experience: from marketing
campaign to conversion
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
Mistake #3: Time-consuming workarounds
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!
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
users
search engines
websites
Mistake #4: Caught in SEO trends
The old days…
search enginessearch engines
userssearch engines
websites search engines
Now running two separate races?
Brings me sadness
Unfortunate SEO trend of yesteryear
What’s the optimal keyword density for my content? Not a great focus, just write
compelling stuff!
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.
2009: Rich snippets
Cool!
Rich snippets: Events
Very nice!
Video Sitemaps
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)