Search Engine Optimization is a Discipline Every Blogger Should Practice
Here is Scott Gledhill’s excellent presentation, “Is SEO Evil?” from Web Directions South 2007, in Sydney, Australia. With this thought provoking title, Scott Gledhill takes us through the basic ideas of SEO and why it is not an evil black hat method of getting traffic, but rather a basic discipline that every blogger should consciously incorporate into daily practice.
Transcript
Slide 1: ? IS SEOEVIL WEB DIRECTIONS 2007
Slide 2: IS SEO EVIL? bad reputation
Slide 3: IS SEO EVIL? us vs. them
Slide 4: Foundation
Slide 5: Foundation Next Steps
Slide 6: Foundation Next Steps Findability = Usability
Slide 7: Foundation Next Steps Findability = Usability Costs of Findability
Slide 8: Foundation Next Steps Findability = Usability Costs of Findability Is SEO Evil?
Slide 9: IS SEO EVIL? http://www.flickr.com/photos/gleddy/498720867/ gleddy
Slide 10: IS SEO EVIL? Foundations http://www.flickr.com/photos/kaneda99/223671285/ kaneda99
Slide 11: how does my site get indexed?
Slide 12: searchbot
Slide 13: searchbot HTML
Slide 14: searchbot list HTML
Slide 15: many lists
Slide 16: server many lists
Slide 17: server search engine results many lists
Slide 18: search engine optimisation
Slide 19: making this process e cient
Slide 20: FOUNDATIONS Web Standards
Slide 21: FOUNDATIONS Accessibility
Slide 22: FOUNDATIONS Information Architecture
Slide 23: FOUNDATIONS Quality Content http://www.flickr.com/photos/mdumlao98/186071440/in/photostream/ mdumlao98
Slide 24: web standards accessibility usability = solid foundation
Slide 25: IS SEO EVIL? Next Steps http://www.flickr.com/photos/teacherrafael/1335936669/ Rafa from Brazil
Slide 26: NEXT STEPS Knowing the Rules http://www.flickr.com/photos/15369273@N00/427362366/ toddsmithdesign’s
Slide 27: NEXT STEPS Knowing the Rules cloaking quality content accessibility redirects meta-data keyword stu ng link schemes hidden text http://www.flickr.com/photos/souldirty/142452526/ Vijnana
Slide 28: NEXT STEPS Knowing the Rules cloaking quality content accessibility redirects meta-data keyword stu ng link schemes hidden text low risk http://www.flickr.com/photos/souldirty/142452526/ Vijnana
Slide 29: NEXT STEPS Knowing the Rules cloaking quality content accessibility redirects meta-data keyword stu ng link schemes hidden text medium risk http://www.flickr.com/photos/souldirty/142452526/ Vijnana
Slide 30: NEXT STEPS Knowing the Rules cloaking quality content accessibility redirects meta-data keyword stu ng link schemes hidden text image replacement?? high risk http://www.flickr.com/photos/souldirty/142452526/ Vijnana
Slide 31: NEXT STEPS Knowing the Rules
Slide 32: NEXT STEPS Knowing the Rules
Slide 33: NEXT STEPS Defensive SEO http://www.flickr.com/photos/quinonesanibal/402753236/ quinonesanibal
Slide 35: NEXT STEPS Defensive SEO
Slide 36: Education
Slide 37: Education Implementation
Slide 38: Education Implementation Trouble-shooting
Slide 39: Education Implementation Trouble-shooting Buy-in
Slide 40: standardzilla.com/ www.standardzilla.com www.standardzilla.com/index.html
Slide 41: www.standardzilla.com
Slide 42: standardzilla.com/ www.standardzilla.com www.standardzilla.com/index.html
Slide 43: page rank 8 standardzilla.com/ page rank 5 www.standardzilla.com page rank 7 www.standardzilla.com/index.html
Slide 44: www.standardzilla.com
Slide 45: NEXT STEPS Content Strategy http://www.flickr.com/photos/scratt/438875868/ .mauro!
Slide 46: Link Baiting
Slide 47: Link Baiting Social Media
Slide 48: Link Baiting Social Media Contextual Content
Slide 49: NEXT STEPS Content Strategy event optimisation http://www.flickr.com/photos/pandas/152621393/ Dylan + Hip
Slide 50: NEXT STEPS Content Strategy
Slide 51: NEXT STEPS Content Strategy World Cup
Slide 52: NEXT STEPS Content Strategy Ronaldo World Cup
Slide 53: NEXT STEPS Content Strategy Germany Ronaldo World Cup
Slide 54: NEXT STEPS Content Strategy other websites launch Germany Ronaldo World Cup
Slide 55: NEXT STEPS Linking Strategy link building http://www.flickr.com/photos/barbpinter/106749270/ barbus22
Slide 57: NEXT STEPS Best Practice http://www.flickr.com/photos/babyskinz/875756800/ Baby Skinz
Slide 58: Page Titles
Slide 59: Page Titles Meta-data
Slide 60: Page Titles Meta-data Link Text
Slide 61: Page Titles Meta-data Link Text Image Naming
Slide 62: Page Titles Meta-data Link Text Image Naming Alt attributes
Slide 63: NEXT STEPS Best Practice writing for the web http://www.flickr.com/photos/sherlock77/689150/ Sherlock77
Slide 64: NEXT STEPS Best Practice Beenie http://www.flickr.com/photos/sherlock77/689150/ Sherlock77
Slide 65: NEXT STEPS Best Practice Toque http://www.flickr.com/photos/sherlock77/689150/ Sherlock77
Slide 66: NEXT STEPS Analytics
Slide 67: IS SEO EVIL? Findability = Usability http://www.flickr.com/photos/stillmemory/1348220/ Irina / Riri
Slide 68: ndability
Slide 69: FINDABILITY = USABILITY The Perfect Search driving tra c http://www.flickr.com/photos/curzio70/349246822/ Curzio
Slide 71: FINDABILITY = USABILITY The Perfect Search relevant tra c http://www.flickr.com/photos/bail56/50583616/ Random Images from The Heartland
Slide 72: lter the noise
Slide 73: FINDABILITY = USABILITY The Third Browser http://www.flickr.com/photos/kevint/3010402/ kevinthoule
Slide 75: .9%
Slide 76: .9%
Slide 77: .9% 15%
Slide 78: 9,000 150,000
Slide 79: 77%
Slide 80: FINDABILITY = USABILITY The Third Browser
Slide 83: bad grammr
Slide 85: FINDABILITY = USABILITY The Third Browser
Slide 86: FINDABILITY = USABILITY The Fourth Leg WEB STANDARDS ACCESSIBILITY USABILITY
Slide 87: FINDABILITY = USABILITY The Fourth Leg WEB STANDARDS ACCESSIBILITY USABILITY FINDABILITY
Slide 88: FINDABILITY = USABILITY The Fourth Leg If you build it, they will come http://www.flickr.com/photos/toolmantim/376859225/ toolmantim
Slide 89: FINDABILITY = USABILITY The Fourth Leg steve irwin dies Sept 4, 2006
Slide 90: FINDABILITY = USABILITY The Fourth Leg news.com.au publishes Sept 4, 2006
Slide 91: Steve Irwin Dead
Slide 92: FINDABILITY = USABILITY The Fourth Leg smh.com.au publishes Sept 4, 2006
Slide 93: Crocodile Man Reported Dead
Slide 94: FINDABILITY = USABILITY The Fourth Leg rst in to google news Sept 4, 2006
Slide 95: FINDABILITY = USABILITY The Fourth Leg yahoo news rst in to google news Sept 4, 2006
Slide 96: FINDABILITY = USABILITY The Fourth Leg aggregators yahoo news rst in to google news Sept 4, 2006
Slide 97: FINDABILITY = USABILITY The Fourth Leg aggregators yahoo news rst in to google news Sept 4, 2006
Slide 98: FINDABILITY = USABILITY The Fourth Leg record tra c for news.com.au aggregators yahoo news rst in to google news Sept 4, 2006
Slide 99: steve irwin Steve Irwin steve irwin death steve erwin steve irwin death video steve irwin dead terri irwin steve irwin video bindi irwin STEVE IRWIN steve irwin’s death australia zoo
Slide 100: IS SEO EVIL? The Cost of Findability http://www.flickr.com/photos/superlocal/216434095/ superlocal
Slide 101: greater good of the web
Slide 102: THE COST OF FINDABILITY SEO Culture There Can Be Only One
Slide 103: API
Slide 104: KPI
Slide 105: THE COST OF FINDABILITY Management and SEO
Slide 106: THE COST OF FINDABILITY Management and SEO ent ont *k c F@ is free! SEO
Slide 107: Traffic, Traffic, Traffic! 400 300 200 100 0 2006 2007 2008 2009 2010
Slide 108: PI UB CPC CPA
Slide 109: blah, accessibility, blah…
Slide 110: best practice
Slide 111: THE COST OF FINDABILITY SEO Culture
Slide 112: THE COST OF FINDABILITY SEO Culture
Slide 113: IS SEO EVIL? http://www.flickr.com/photos/kentsmudger/1388094939/ kentsmudger
Slide 114: young industry
Slide 115: IS SEO EVIL? http://www.flickr.com/photos/melbournewsg/140576306/ Melbourne WSG
Slide 116: buzzzzz
Slide 117: IS SEO EVIL? SEO vs Developer
Slide 118: SEOs
Slide 119: accountability
Slide 120: $$$$$
Slide 121: know technical boundaries
Slide 122: developers
Slide 123: learn the language
Slide 125: class=”robots-nocontent”
Slide 126: compromise
Slide 127: IS SEO EVIL? developer SEO http://www.flickr.com/photos/fenbranklin/97374570/ Fen Branklin
Slide 128: ? IS SEO EVIL
Slide 129: ? T IS SEO O N EVIL
Slide 130: a DISCIPLINE cannot be judged because of BAD PRACTITIONERS
Slide 131: SMALL part of a BIGGER PROCESS
Slide 132: You can use SEO for GOOD, not evil.
Slide 133: questions?
Slide 134: Is SEO Evil? Standardzilla the slides. coming soon…
Really liked this thought provoking flash presentation. Thank You.
Comment by Kandakoff — November 2, 2008 @ 8:59 pm
Great presentation. I just watched the whole thing, then added a link on my site. I liked the conversational tone of the presentation. SEO can be so sterile, but you did a great job of making the topic seem accessible. Thanks.
The password to view the post on my site, which features this video is “RenegadeVIP”.
Comment by Garritt — November 24, 2008 @ 11:45 pm