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?IS SEOWEB DIRECTIONS 2007EVIL
IS SEO EVIL?
bad reputation
IS SEO EVIL?
us vs. them
Foundation
Foundation
Next Steps
Foundation
Next Steps
Findability = Usability
Foundation
Next Steps
Findability = Usability
Costs of Findability
Foundation
Next Steps
Findability = Usability
Costs of Findability
Is SEO Evil?
IS SEO EVIL?
http://www.flickr.com/photos/gleddy/498720867/gleddy
IS SEO EVIL? Foundations
http://www.flickr.com/photos/kaneda99/223671285/kaneda99
how does my site get indexed?
searchbot
searchbot
HTML
searchbot
HTML
list
many lists
server
many lists
server
many lists search engine results
search engine optimisation
making this process e!cient
FOUNDATIONS Web Standards
FOUNDATIONS Accessibility
FOUNDATIONS Information Architecture
FOUNDATIONS Quality Content
http://www.flickr.com/photos/mdumlao98/186071440/in/photostream/mdumlao98
web standardsaccessibility usability
solid foundation=
IS SEO EVIL? Next Steps
http://www.flickr.com/photos/teacherrafael/1335936669/Rafa from Brazil
NEXT STEPS Knowing the Rules
http://www.flickr.com/photos/15369273@N00/427362366/toddsmithdesign’s
NEXT STEPS Knowing the Rules
cloakingquality content
meta-data
link schemes
redirects
keyword stu!ng
accessibility
http://www.flickr.com/photos/souldirty/142452526/Vijnana
hidden text
NEXT STEPS Knowing the Rules
cloakingquality content
meta-data
link schemes
redirects
keyword stu!ng
accessibility
http://www.flickr.com/photos/souldirty/142452526/Vijnana
hidden text
low risk
NEXT STEPS Knowing the Rules
cloakingquality content
meta-data
link schemeshidden text
redirects
keyword stu!ng
accessibility
http://www.flickr.com/photos/souldirty/142452526/Vijnana
medium risk
NEXT STEPS Knowing the Rules
cloakingquality content
meta-data
link schemeshidden text
redirectsaccessibility
keyword stu!ng
http://www.flickr.com/photos/souldirty/142452526/Vijnana
image replacement??
high risk
NEXT STEPS Knowing the Rules
NEXT STEPS Knowing the Rules
NEXT STEPS Defensive SEO
http://www.flickr.com/photos/quinonesanibal/402753236/quinonesanibal
NEXT STEPS Defensive SEO
Education
Education
Implementation
Education
Implementation
Trouble-shooting
Education
Implementation
Trouble-shooting
Buy-in
standardzilla.com/
www.standardzilla.com
www.standardzilla.com/index.html
standardzilla.com/
www.standardzilla.com
www.standardzilla.com/index.html
standardzilla.com/
www.standardzilla.com
www.standardzilla.com/index.html
page rank 8page rank 5page rank 7
NEXT STEPS Content Strategy
http://www.flickr.com/photos/scratt/438875868/.mauro!
Link Baiting
Link Baiting
Social Media
Link Baiting
Social Media
Contextual Content
NEXT STEPS Content Strategy
event optimisation
http://www.flickr.com/photos/pandas/152621393/Dylan + Hip
NEXT STEPS Content Strategy
NEXT STEPS Content Strategy
World Cup
NEXT STEPS Content Strategy
RonaldoWorld Cup
NEXT STEPS Content Strategy
Ronaldo
Germany
World Cup
NEXT STEPS Content Strategy
Ronaldo
Germany
other websites launch
World Cup
NEXT STEPS Linking Strategy
http://www.flickr.com/photos/barbpinter/106749270/barbus22
link building
NEXT STEPS Best Practice
http://www.flickr.com/photos/babyskinz/875756800/Baby Skinz
Page Titles
Page Titles
Meta-data
Page Titles
Meta-data
Link Text
Page Titles
Meta-data
Link Text
Image Naming
Page Titles
Meta-data
Link Text
Image Naming
Alt attributes
NEXT STEPS Best Practice
http://www.flickr.com/photos/sherlock77/689150/Sherlock77
writing for the web
NEXT STEPS Best Practice
http://www.flickr.com/photos/sherlock77/689150/Sherlock77
Beenie
NEXT STEPS Best Practice
http://www.flickr.com/photos/sherlock77/689150/Sherlock77
Toque
NEXT STEPS Analytics
IS SEO EVIL? Findability = Usability
http://www.flickr.com/photos/stillmemory/1348220/Irina / Riri
"ndability
FINDABILITY = USABILITY The Perfect Search
driving tra!c
http://www.flickr.com/photos/curzio70/349246822/Curzio
FINDABILITY = USABILITY The Perfect Search
relevant tra!c
http://www.flickr.com/photos/bail56/50583616/Random Images from The Heartland
"lter the noise
FINDABILITY = USABILITY The Third Browser
http://www.flickr.com/photos/kevint/3010402/kevinthoule
.9%
.9%
.9% 15%
9,000 150,000
77%
FINDABILITY = USABILITY The Third Browser
bad grammr
FINDABILITY = USABILITY The Third Browser
FINDABILITY = USABILITY The Fourth Leg
WEB STANDARDS
ACCESSIBILITY
USABILITY
FINDABILITY = USABILITY The Fourth Leg
WEB STANDARDS
ACCESSIBILITY
USABILITY
FINDABILITY
FINDABILITY = USABILITY The Fourth Leg
If you build it, they will come
http://www.flickr.com/photos/toolmantim/376859225/toolmantim
FINDABILITY = USABILITY The Fourth Leg
steve irwin dies
Sept 4, 2006
FINDABILITY = USABILITY The Fourth Leg
news.com.au publishes
Sept 4, 2006
Steve Irwin Dead
FINDABILITY = USABILITY The Fourth Leg
smh.com.au publishes
Sept 4, 2006
Crocodile Man Reported Dead
FINDABILITY = USABILITY The Fourth Leg
"rst in to google news
Sept 4, 2006
FINDABILITY = USABILITY The Fourth Leg
"rst in to google news
yahoo news
Sept 4, 2006
FINDABILITY = USABILITY The Fourth Leg
"rst in to google news
yahoo news
aggregators
Sept 4, 2006
FINDABILITY = USABILITY The Fourth Leg
"rst in to google news
yahoo news
aggregators
Sept 4, 2006
FINDABILITY = USABILITY The Fourth Leg
record tra!c for news.com.au
"rst in to google news
yahoo news
aggregators
Sept 4, 2006
steve irwinSteve Irwin
steve irwin deathsteve erwin
steve irwin death videosteve irwin dead
terri irwinsteve irwin video
bindi irwinSTEVE IRWIN
steve irwin’s deathaustralia zoo
http://www.flickr.com/photos/superlocal/216434095/superlocal
IS SEO EVIL? The Cost of Findability
greater good of the web
THE COST OF FINDABILITY SEO Culture
There Can Be Only One
API
KPI
THE COST OF FINDABILITY Management and SEO
THE COST OF FINDABILITY
F@*k content
SEO is free!
Management and SEO
0
100
200
300
400
2006 2007 2008 2009 2010
Traffic, Traffic, Traffic!
PIUB
CPCCPA
blah, accessibility, blah...
best practice
THE COST OF FINDABILITY SEO Culture
THE COST OF FINDABILITY SEO Culture
IS SEO EVIL?
http://www.flickr.com/photos/kentsmudger/1388094939/kentsmudger
young industry
IS SEO EVIL?
http://www.flickr.com/photos/melbournewsg/140576306/Melbourne WSG
buzzzzz
IS SEO EVIL?
SEO vs Developer
SEOs
accountability
$$$$$
know technical boundaries
developers
learn the language
class=”robots-nocontent”
compromise
IS SEO EVIL?
http://www.flickr.com/photos/fenbranklin/97374570/Fen Branklin
developer
SEO
IS SEOEVIL?
IS SEO?EVILNOT
a DISCIPLINE cannot be judged because of BAD PRACTITIONERS
SMALL part of a BIGGER PROCESS
You can use SEO for GOOD, not evil.
questions?
Is SEO Evil?Standardzillathe slides. coming soon...
