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> will.critchlow@distilled.co.uk> twitter.com/WillCritchlowDistilled

> www.distilled.co.uk

Videos are now available of our #linklove

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