BUILDING AN SEO CULTUREBuilding a culture around the science of seo, to increase efficiency and profit.
BACKGROUND
• Most talked about topic in the seo track at Pubcon 2008.
– Other large sites Yahoo, MSN, Live, Tribune, and many large agencies have in-house seo training
• Education (how)• Transparency (why)• Feedback (risks)
• We have 4 large sites so we need SEO evangelists.
• Agile Method• I implemented this with the last team I worked
with.• Team members have expressed a desire to learn.
WHY DO I NEED TO KNOW THE SCIENCE OF SEO?
• Agile culture thrives on cross trained teams and optimizing the process.
• Empower the team to make seo observations, troubleshooting, ask questions, and QA.
• Help project managers and planning teams understand implications, risks and how seo fits into the project.– Example: images
• Learn the science, not the art (10,000 hours).– Suggested reading, The Outliers, by Malcolm Gladwell
• Myths, facts and theories, and empowering with education.
• Not one way training, it goes both ways.
WHO SHOULD PARTICIPATE
• Designers• UX and Coders• Developers• Content Teams• Project Managers• QA• Anyone making a decision about the site.
– What may seem like simple changes to the site (ie. how malts are derived) will change the ecosystem of the site.
GOALS OF THE CONVERSATIONS• Overall goal
– Create a culture that has a common goal and focus; to minimize risk, seo concerns and errors, and by doing so increase traffic and sales.
• Designers/UX– Understand how page layout affects seo.– How the search engines interact with the design of a page.
• Developers– Understand how choices positively or negatively affect seo.
• Content– Understanding how the search engines digest and rank content.
• Project Managers and QA– Understand how projects affect seo.– Understand how seo can affect projects. – Knowing what to look for when testing after a launch.
PLAN TO REACH OUR GOALS
– Bi-weekly discussions • Topics
– Seo terminology– Onsite and offsite seo – Linking– Technical audits– SEO Tools– SEO when doing QA – Social media and seo– Other search engine channels
» 18 other channels that the search engines have besides the primary organic results.
• New seo industry developments• Test cases• How can we implement it on the websites?
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