Why you should love SEO
Will Critchlow
SearchWhy do you care?
In Feb. 2011, Google said they had 2 Billion+ searches/day!
Mill
ions
of S
earc
hes
(Mon
thly
)
Global Search Volume Growth
Data via Comscore Qsearch: http://www.comscore.com
Search Engine Optimisation
This is a really bad word
Short term manipulation can work but it’s a bad strategy if you are building a business
Skate to where the puck will be
Be the best Appear the best
Be the best Appear the best
All about AWESOME
All about SIGNALS
Unnaturally attempting to appear the best is not a good look
“Good but not famous” is just as bad: I call this “hipster SEO”
Know the right words
Use them! But be natural
Think about
targeting per page
Don’t try to make every page target everything
Understand hierarchies
Get your content signals right
Avoid roadblocks
Make on-page
content indexable
Make site structure crawlable
Avoid bad redirects
Avoid duplicate content
Make it FAST!
Get your technical signals right
You need links!
You need authority
You need diversity
You need anchor
text
You need brand
Make sure you get “likes” too…
Get your fame signals right
Across the cultureIf you don’t want to get beaten
I love showing examples for this
You can inspire with examples from any industry
Compare sites like oyster with more established players in the travel space
If it’s possible in the finance space, it’s possible in any industry
Everyone can help
Yep, even the CEO
CEO• Get out there• Be public facing• Make sure you ask for links
Operations• Run interference• Manage the projects
Sales• You guys are the best link builders• Look for opportunities to build
relationships with strong websites
Marketing • You know what to do ;)
Finance• Model against competitors playing
aggressively
UX • Think about sharing as a conversion
Designers• Delight• Pay attention to the technical and UX input
Developers• Learn the basics (Google “web developer SEO
cheatsheet”)• Ask questions early
QA / testing • Include SEO requirements
Writers• Just write• But remember to choose search words over jargon
• “Michael Jackson dead” vs “king of pop snuffs it”
Analysts • Share your insights throughout the organisation
PR• Include bloggers• Run events that get you links
Director> [email protected]> twitter.com/WillCritchlowDistilled
> www.distilled.co.uk
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