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Slide Notes
SEO "Partners" and constituents are often clouded in mist. Google is many things CLEAR and CONSISTENT rarely among them. Your managers and team may be clouded in mist too.
Gorillas, in this context, are forces within a mysterious jungle we must navigate, collaborate with and understand. They live in mist because who can really understand a Gorilla? Anyone who says they understand SEO probably doesn't.
SEO is a wave best SURFED. By the time you understand it will change 5 times.
Gorillas, in this context, are forces within a mysterious jungle we must navigate, collaborate with and understand. They live in mist because who can really understand a Gorilla? Anyone who says they understand SEO probably doesn't.
SEO is a wave best SURFED. By the time you understand it will change 5 times.
Copy of SEO For Web Designers
Published on Nov 06, 2015
Web designers shouldn't be SEO experts since keeping up with DESIGN is a full-time job. But web designers are where SEO rubber meets the Google Road so understanding a handful of ideas is critical to the online success of any designers creations.
MORE DECKS TO EXPLORE
PRESENTATION OUTLINE
Oil & Gas
Markets
SEO "Partners" and constituents are often clouded in mist. Google is many things CLEAR and CONSISTENT rarely among them. Your managers and team may be clouded in mist too.
Gorillas, in this context, are forces within a mysterious jungle we must navigate, collaborate with and understand. They live in mist because who can really understand a Gorilla? Anyone who says they understand SEO probably doesn't.
SEO is a wave best SURFED. By the time you understand it will change 5 times.
Gorillas, in this context, are forces within a mysterious jungle we must navigate, collaborate with and understand. They live in mist because who can really understand a Gorilla? Anyone who says they understand SEO probably doesn't.
SEO is a wave best SURFED. By the time you understand it will change 5 times.
Oil Production
Output
Everyone wants the same thing, BUT how marketing defines their "banana" is very different than Google. In fact Google's objectives and desires can be mutually exclusive.
BEST if your objectives and Googles are as aligned as possible. When we are asked how we made $30M+ online in ecommerce working WITH Google is our first thought.
Problem is no one "works with Google". Google does what Google does and we react, understand to the best of our ability and gather around Google's fire and howl at the moon.
BEST if your objectives and Googles are as aligned as possible. When we are asked how we made $30M+ online in ecommerce working WITH Google is our first thought.
Problem is no one "works with Google". Google does what Google does and we react, understand to the best of our ability and gather around Google's fire and howl at the moon.
Venezuela
Political & Social Challenges
Everyone wants the same thing, BUT how marketing defines their "banana" is very different than Google. In fact Google's objectives and desires can be mutually exclusive.
BEST if your objectives and Googles are as aligned as possible. When we are asked how we made $30M+ online in ecommerce working WITH Google is our first thought.
Problem is no one "works with Google". Google does what Google does and we react, understand to the best of our ability and gather around Google's fire and howl at the moon.
BEST if your objectives and Googles are as aligned as possible. When we are asked how we made $30M+ online in ecommerce working WITH Google is our first thought.
Problem is no one "works with Google". Google does what Google does and we react, understand to the best of our ability and gather around Google's fire and howl at the moon.
Challenges
- High rates of Unemployment
- Prices shooting through the roof
- Food shortages Marketing & Mgmt
- IT
- Habits (i.e. YOU :)
This slide discusses the many players involved in SEO. Someone always ends up in the "Center Square".
Designers may or may not end up the SEO champion within a team. SEO CHANGES all the time, so it's impossible to stay tuned to all the changes in web design AND SEO.
That means if you are a designer and you are the lead on SEO AT SOME POINT you will need to insist on help, class or both. Don't get trapped into becoming BOTH a website's designer and its SEO too.
NO ONE can do both of those BIG JOBS justice. That said, sometimes you have to bail the canoe. This deck is setup to help you bail a SEO canoe and increase it's speed to some point of diminishing return.
Designers may or may not end up the SEO champion within a team. SEO CHANGES all the time, so it's impossible to stay tuned to all the changes in web design AND SEO.
That means if you are a designer and you are the lead on SEO AT SOME POINT you will need to insist on help, class or both. Don't get trapped into becoming BOTH a website's designer and its SEO too.
NO ONE can do both of those BIG JOBS justice. That said, sometimes you have to bail the canoe. This deck is setup to help you bail a SEO canoe and increase it's speed to some point of diminishing return.
Mexico
Everyone wants the same thing, BUT how marketing defines their "banana" is very different than Google. In fact Google's objectives and desires can be mutually exclusive.
BEST if your objectives and Googles are as aligned as possible. When we are asked how we made $30M+ online in ecommerce working WITH Google is our first thought.
Problem is no one "works with Google". Google does what Google does and we react, understand to the best of our ability and gather around Google's fire and howl at the moon.
BEST if your objectives and Googles are as aligned as possible. When we are asked how we made $30M+ online in ecommerce working WITH Google is our first thought.
Problem is no one "works with Google". Google does what Google does and we react, understand to the best of our ability and gather around Google's fire and howl at the moon.
Challenges
- High rates of unemployment
- Prices shooting through the roof
- Food shortages Marketing & Mgmt
- IT
- Habits (i.e. YOU :)
This slide discusses the many players involved in SEO. Someone always ends up in the "Center Square".
Designers may or may not end up the SEO champion within a team. SEO CHANGES all the time, so it's impossible to stay tuned to all the changes in web design AND SEO.
That means if you are a designer and you are the lead on SEO AT SOME POINT you will need to insist on help, class or both. Don't get trapped into becoming BOTH a website's designer and its SEO too.
NO ONE can do both of those BIG JOBS justice. That said, sometimes you have to bail the canoe. This deck is setup to help you bail a SEO canoe and increase it's speed to some point of diminishing return.
Designers may or may not end up the SEO champion within a team. SEO CHANGES all the time, so it's impossible to stay tuned to all the changes in web design AND SEO.
That means if you are a designer and you are the lead on SEO AT SOME POINT you will need to insist on help, class or both. Don't get trapped into becoming BOTH a website's designer and its SEO too.
NO ONE can do both of those BIG JOBS justice. That said, sometimes you have to bail the canoe. This deck is setup to help you bail a SEO canoe and increase it's speed to some point of diminishing return.
GDP Growth
- Political compromise.
- Diversify into agriculture.
- Transparency within institutions.
- Focus on gas production.
- Invest in R&D.
- Increase savings rate.
- Exchange market that attracts dollar.
I'm pushing our analogy a bit, but to know SEO you need to know:
* Google
* Google's Spiders
* How keywords create a type of cultural zeitgeist or Natural Selection (of memes and ideas) we think of as the web's "weather"
* Why Keywords matter most (with a natural sound caveat).
And you will know and understand SEO.
* Google's Spiders
* How keywords create a type of cultural zeitgeist or Natural Selection (of memes and ideas) we think of as the web's "weather"
* Why Keywords matter most (with a natural sound caveat).
And you will know and understand SEO.
Inflation
- Political compromise.
- Diversify into agriculture.
- Transparency within institutions.
- Focus on gas production.
- Invest in R&D.
- Increase savings rate.
- Exchange market that attracts dollar.
I'm pushing our analogy a bit, but to know SEO you need to know:
* Google
* Google's Spiders
* How keywords create a type of cultural zeitgeist or Natural Selection (of memes and ideas) we think of as the web's "weather"
* Why Keywords matter most (with a natural sound caveat).
And you will know and understand SEO.
* Google's Spiders
* How keywords create a type of cultural zeitgeist or Natural Selection (of memes and ideas) we think of as the web's "weather"
* Why Keywords matter most (with a natural sound caveat).
And you will know and understand SEO.
Unemployment
- Political compromise.
- Diversify into agriculture.
- Transparency within institutions.
- Focus on gas production.
- Invest in R&D.
- Increase savings rate.
- Exchange market that attracts dollar.
I'm pushing our analogy a bit, but to know SEO you need to know:
* Google
* Google's Spiders
* How keywords create a type of cultural zeitgeist or Natural Selection (of memes and ideas) we think of as the web's "weather"
* Why Keywords matter most (with a natural sound caveat).
And you will know and understand SEO.
* Google's Spiders
* How keywords create a type of cultural zeitgeist or Natural Selection (of memes and ideas) we think of as the web's "weather"
* Why Keywords matter most (with a natural sound caveat).
And you will know and understand SEO.
Government Expenditure
- Political compromise.
- Diversify into agriculture.
- Transparency within institutions.
- Focus on gas production.
- Invest in R&D.
- Increase savings rate.
- Exchange market that attracts dollar.
I'm pushing our analogy a bit, but to know SEO you need to know:
* Google
* Google's Spiders
* How keywords create a type of cultural zeitgeist or Natural Selection (of memes and ideas) we think of as the web's "weather"
* Why Keywords matter most (with a natural sound caveat).
And you will know and understand SEO.
* Google's Spiders
* How keywords create a type of cultural zeitgeist or Natural Selection (of memes and ideas) we think of as the web's "weather"
* Why Keywords matter most (with a natural sound caveat).
And you will know and understand SEO.
Interest Rate
- Political compromise.
- Diversify into agriculture.
- Transparency within institutions.
- Focus on gas production.
- Invest in R&D.
- Increase savings rate.
- Exchange market that attracts dollar.
I'm pushing our analogy a bit, but to know SEO you need to know:
* Google
* Google's Spiders
* How keywords create a type of cultural zeitgeist or Natural Selection (of memes and ideas) we think of as the web's "weather"
* Why Keywords matter most (with a natural sound caveat).
And you will know and understand SEO.
* Google's Spiders
* How keywords create a type of cultural zeitgeist or Natural Selection (of memes and ideas) we think of as the web's "weather"
* Why Keywords matter most (with a natural sound caveat).
And you will know and understand SEO.
Balance of Payments (BoP)
- Political compromise.
- Diversify into agriculture.
- Transparency within institutions.
- Focus on gas production.
- Invest in R&D.
- Increase savings rate.
- Exchange market that attracts dollar.
I'm pushing our analogy a bit, but to know SEO you need to know:
* Google
* Google's Spiders
* How keywords create a type of cultural zeitgeist or Natural Selection (of memes and ideas) we think of as the web's "weather"
* Why Keywords matter most (with a natural sound caveat).
And you will know and understand SEO.
* Google's Spiders
* How keywords create a type of cultural zeitgeist or Natural Selection (of memes and ideas) we think of as the web's "weather"
* Why Keywords matter most (with a natural sound caveat).
And you will know and understand SEO.
Government Debt
- Political compromise.
- Diversify into agriculture.
- Transparency within institutions.
- Focus on gas production.
- Invest in R&D.
- Increase savings rate.
- Exchange market that attracts dollar.
I'm pushing our analogy a bit, but to know SEO you need to know:
* Google
* Google's Spiders
* How keywords create a type of cultural zeitgeist or Natural Selection (of memes and ideas) we think of as the web's "weather"
* Why Keywords matter most (with a natural sound caveat).
And you will know and understand SEO.
* Google's Spiders
* How keywords create a type of cultural zeitgeist or Natural Selection (of memes and ideas) we think of as the web's "weather"
* Why Keywords matter most (with a natural sound caveat).
And you will know and understand SEO.
Recommendations
- Political compromise.
- Diversify into agriculture.
- Transparency within institutions.
- Focus on gas production.
- Invest in R&D.
- Increase savings rate.
- Exchange market that attracts dollar.
I'm pushing our analogy a bit, but to know SEO you need to know:
* Google
* Google's Spiders
* How keywords create a type of cultural zeitgeist or Natural Selection (of memes and ideas) we think of as the web's "weather"
* Why Keywords matter most (with a natural sound caveat).
And you will know and understand SEO.
* Google's Spiders
* How keywords create a type of cultural zeitgeist or Natural Selection (of memes and ideas) we think of as the web's "weather"
* Why Keywords matter most (with a natural sound caveat).
And you will know and understand SEO.
SEO Confirmation
- Links In
- Social Shares, Likes & Love
- Heuristics (time on, etc.)
- Engaged (buy, subscribe)
There are many ways to know the "story" you tell Google (and the world) resonates. When your content receives LINKS BACK with the keywords your content is focused on YOU WIN.
Marketing Tip
When your content gets shared WATCH how customers and advocates share. Watching how people CHANGE your language, pace and tone can and should inform your marketing and design.
Marketing Tip
When your content gets shared WATCH how customers and advocates share. Watching how people CHANGE your language, pace and tone can and should inform your marketing and design.
Photo by CK Liu
CRAWL
Spiders CRAWL They Don't "Read"
Crawling means spiders go everywhere. You may not WANT spiders to crawl pages such as your site's Terms and other copy lawyer forced you to publish.
Create a folder on your server called "no crawl" (or something) and use the Robots.txt file to tell Google's spider to ignore (i.e. not crawl) that folder.
Again this document can't fully explain Robots.txt, but you can learn more about this critical file from Moz.com:
http://moz.com/blog/interactive-guide-to-robots-txt
Create a folder on your server called "no crawl" (or something) and use the Robots.txt file to tell Google's spider to ignore (i.e. not crawl) that folder.
Again this document can't fully explain Robots.txt, but you can learn more about this critical file from Moz.com:
http://moz.com/blog/interactive-guide-to-robots-txt
Photo by OliBac
Untitled Slide
I've been asked to speak to front end designers at the Iron Yard Code Academy again now half a year later. This will give us an interesting benchmark to see if the Iron Yard made progress or lost footing in SEO.
Untitled Slide
This SpyFu overview shows The Iron Yard isn't "castled". We call a site with a virtual positive cycle of gaining listings from advocacy and aligned content "castled". We know the Iron Yard is not castled (yet) because they are giving up 3 page one to gain 7.
There is always an ebb and flow to SEO, but better to ebb in than flow out. When a site is castled flow in is square flow out.
There is always an ebb and flow to SEO, but better to ebb in than flow out. When a site is castled flow in is square flow out.
Untitled Slide
This chart shows WHERE the Iron Yard should concentrate - the yellow lines. You want high demand but reachable keys so positions 11 - 20 (page 2_ and 21 - 30 (page 3) are more valuable than keys out in the north forty. Win the winnable first and work on the next generation.
Winning the winnable helps bring those in the 4th and 5th circles in closer to typically. You "win" by increasing related content and/or building inbound links (which may mean asking someone who has rank on the term to link in to you).
Winning the winnable helps bring those in the 4th and 5th circles in closer to typically. You "win" by increasing related content and/or building inbound links (which may mean asking someone who has rank on the term to link in to you).
Untitled Slide
When the NYT (or any authority source) writes about you USE it effectively by:
* Writing a short summary of the post and linking out to it.
* Share across social media (several times).
* Pull ideas from the post and build on them with links to the origin and the new content branches (remember spiders crawl LINKS internal ones And External Ones.
* Watch comments and other social shares and then comment on and curate those into YOUR site's content.
Don't link too much or to "bad neighborhoods" (i.e. spammy sites). Links are VALUABLE and should be treated carefully and sparingly.
Be sure to THANK people who share or write about your website or content. Good idea to follow them on social media too.
Details shared above are more marketing than designing, but some designers pull double duty.
How you curate critical content helps you get MORE or LESS of respect and love from Google.
* Writing a short summary of the post and linking out to it.
* Share across social media (several times).
* Pull ideas from the post and build on them with links to the origin and the new content branches (remember spiders crawl LINKS internal ones And External Ones.
* Watch comments and other social shares and then comment on and curate those into YOUR site's content.
Don't link too much or to "bad neighborhoods" (i.e. spammy sites). Links are VALUABLE and should be treated carefully and sparingly.
Be sure to THANK people who share or write about your website or content. Good idea to follow them on social media too.
Details shared above are more marketing than designing, but some designers pull double duty.
How you curate critical content helps you get MORE or LESS of respect and love from Google.
Untitled Slide
This link summary is from Alexa.com and shows the golden SEO link from the New York Times. Other golden links include:
.edu
high PR sites
other authoritative voices online or in your business vertical.
.edu
high PR sites
other authoritative voices online or in your business vertical.
Untitled Slide
Links in are down 35% since our baseline. There are many reasons such as Google's ongoing trimming of the web and some sites disavow links that aren't from "good neighborhoods".
SEO Is
PEOPLE, IDEAS & ART = Natural Selection
We are going to LEAVE the land of "web designer" for a few slides to make the Big Picture more clear.
Photo by L2F1
Technical SEO Is...
- Title & Description Meta
- Body Copy
- Headlines (H1, H2)
- Image alt text
- Video transcripts
You can't win with technical SEO anymore, but it can sure turn a good site bad or a great site to good. Making sure you know your most important keywords and using them consistently across a series of "technical SEO" parameters modeled better on MOZ.com than we can do here will insure you don't suffer SEO penalties and search engine robot confusion.
Don't let SEO become a preoccupation, but graphic designers should be aware of their sites' top keywords. Top keywords balance between having enough demand to make them worth getting and not so much demand ranking will be impossible.
Your vision and content should drive SEO not the other way around. Don't write something FOR SEO, but do modify your content strategy to incorporate terms where you have rank and can build a beachhead of Google and Bing acceptance.
Don't let SEO become a preoccupation, but graphic designers should be aware of their sites' top keywords. Top keywords balance between having enough demand to make them worth getting and not so much demand ranking will be impossible.
Your vision and content should drive SEO not the other way around. Don't write something FOR SEO, but do modify your content strategy to incorporate terms where you have rank and can build a beachhead of Google and Bing acceptance.
Photo by L2F1
Untitled Slide
In old SEO days search engine optimization was a series of interlocking rules understood by a priesthood of rule followers. Thanks to Google engineer Navneet Panda's faster way to crawl Google saw their mistake - the game as structured created solipsism or websites talking to themselves about themselves.
Engagement suffered.
High authority websites sold links to help lesser authority sites. People who understood how to rank "a ham sandwich" as one SEO told me one day could WIN without ENGAGEMENT.
Google's model depends on the democracy of LINKS. If links can be purchased Google becomes Yahoo.
In trouble Google did what only Google can do - they changed SEO and content marketing's rules...again.
Engagement suffered.
High authority websites sold links to help lesser authority sites. People who understood how to rank "a ham sandwich" as one SEO told me one day could WIN without ENGAGEMENT.
Google's model depends on the democracy of LINKS. If links can be purchased Google becomes Yahoo.
In trouble Google did what only Google can do - they changed SEO and content marketing's rules...again.
Untitled Slide
In old SEO days search engine optimization was a series of interlocking rules understood by a priesthood of rule followers. Thanks to Google engineer Navneet Panda's faster way to crawl Google saw their mistake - the game as structured created solipsism or websites talking to themselves about themselves.
Engagement suffered.
High authority websites sold links to help lesser authority sites. People who understood how to rank "a ham sandwich" as one SEO told me one day could WIN without ENGAGEMENT.
Google's model depends on the democracy of LINKS. If links can be purchased Google becomes Yahoo.
In trouble Google did what only Google can do - they changed SEO and content marketing's rules...again.
Engagement suffered.
High authority websites sold links to help lesser authority sites. People who understood how to rank "a ham sandwich" as one SEO told me one day could WIN without ENGAGEMENT.
Google's model depends on the democracy of LINKS. If links can be purchased Google becomes Yahoo.
In trouble Google did what only Google can do - they changed SEO and content marketing's rules...again.
Untitled Slide
The question about if Google changed or change was forced upon them by social media marekting's rising tide is moot. Google had to change or become increasingly less relevant, so, despite protestations to the contrary at first, Google uses social shares, likes and shares.
If you think the last sentence is packed full of dynamite you win a cookie.
These days RANK and so TRAFFIC is more CROWD-BASED than ever. Granted not all "crowd" members are equal. A link from NYT or Harvard is probably worth 10x a link from us, but a link from the NYT without social support creates dissonance.
Google models expectations. You don't want your site to be an outlier in need of explanation.
If you think the last sentence is packed full of dynamite you win a cookie.
These days RANK and so TRAFFIC is more CROWD-BASED than ever. Granted not all "crowd" members are equal. A link from NYT or Harvard is probably worth 10x a link from us, but a link from the NYT without social support creates dissonance.
Google models expectations. You don't want your site to be an outlier in need of explanation.
see notes for more on this slide
Here's The Rub
As a designer what you CAN or CAN'T do in SEO is limited. You can use keywords in titles, make your titles unique and repeat "high demand" keys in image anchor text.
NO ONE can win with Google via "technical SEO" anymore. But poor SEO can take a GREAT page down to GOOD or a Good page down to AVERAGE.
As a designer what you CAN or CAN'T do in SEO is limited. You can use keywords in titles, make your titles unique and repeat "high demand" keys in image anchor text.
NO ONE can win with Google via "technical SEO" anymore. But poor SEO can take a GREAT page down to GOOD or a Good page down to AVERAGE.
Photo by Beverly & Pack
Following
Proxy for LISTENING
In our models we use Twitter Following & Follows as a proxy. Twitter following tells us the Iron Yard doesn't yet fully grasp the 2 way nature of online communication the "new SEO" wants.
Not understanding today's most important uber-goal - creation of online community - is a sin. Schools are natural networks so a few tweaks wold move the Iron Yard's somewhat authoritative PR5 to a VERY authoritative PR8.
The traffic difference between those two positions (PR5 vs PR8) is HUGE since gains are exponential not linear.
TALKING more than you listen is a shame when there is such an extended network ready to help - all you (or the Iron Yard) has to do is ASK and then LISTEN.
Every business, brand and person has more network than they realize or regularly engage with. Develop creative ASKS. There is something about asking for help that feels so anti-American.
Get over it, since LISTENING and ASKING are twin pillars of creating sustainable online community.
Not understanding today's most important uber-goal - creation of online community - is a sin. Schools are natural networks so a few tweaks wold move the Iron Yard's somewhat authoritative PR5 to a VERY authoritative PR8.
The traffic difference between those two positions (PR5 vs PR8) is HUGE since gains are exponential not linear.
TALKING more than you listen is a shame when there is such an extended network ready to help - all you (or the Iron Yard) has to do is ASK and then LISTEN.
Every business, brand and person has more network than they realize or regularly engage with. Develop creative ASKS. There is something about asking for help that feels so anti-American.
Get over it, since LISTENING and ASKING are twin pillars of creating sustainable online community.
Photo by badjonni
Listening
Proxy for Community
If you don't LISTEN more than you talk sustainable community can't grow. Designers need to be sure to include LISTENING posts such as:
* Email subscriptions.
* Social share widgets.
* Comments.
* Curated content featuring community members.
We used a Grateful Dead cap here on purpose. The Dead created a community so strong people quit jobs to follow and hear their "content".
Give more than you take, listen more than you talk and LOVE your members and be sure to build those ideas into your designs. You will be amazed at the power of online community to sustain your SEO, TRAFFIC, and ROI.
* Email subscriptions.
* Social share widgets.
* Comments.
* Curated content featuring community members.
We used a Grateful Dead cap here on purpose. The Dead created a community so strong people quit jobs to follow and hear their "content".
Give more than you take, listen more than you talk and LOVE your members and be sure to build those ideas into your designs. You will be amazed at the power of online community to sustain your SEO, TRAFFIC, and ROI.
Photo by Tony Fischer Photography
Community
Real KEY To New SUSTAINABLE SEO
The ONLY way to sustain "SEO" now with an increasing amount of traffic from LESS work is to create sustainable online community.
Some of favorite community tips include:
* Create an Ambassadors program.
* Create competitions to see who is willing to BRING IT in support of your movement.
* Curate content about members on a regular schedule (weekly, monthly, quarterly).
* Ask for HELP.
* Gamify your site (i.e. reward wanted behavior with social recognition).
* Give Ambassadors missions such as writing reviews, finding errors or providing competitive intelligence.
DESIGN IN these ideas and community forms. So, and sorry about this, create forms, comment boxes (with cool styles since it's hard to do so and thus rare) and know when to use a PAGE social widget vs. a post widget are ways great designers help achieve a site's SEO objectives.
Some of favorite community tips include:
* Create an Ambassadors program.
* Create competitions to see who is willing to BRING IT in support of your movement.
* Curate content about members on a regular schedule (weekly, monthly, quarterly).
* Ask for HELP.
* Gamify your site (i.e. reward wanted behavior with social recognition).
* Give Ambassadors missions such as writing reviews, finding errors or providing competitive intelligence.
DESIGN IN these ideas and community forms. So, and sorry about this, create forms, comment boxes (with cool styles since it's hard to do so and thus rare) and know when to use a PAGE social widget vs. a post widget are ways great designers help achieve a site's SEO objectives.
Photo by Search Influence
Words Matter
Keywords Matter Most
Keywords are alive. They evolve, combine and move as culture places or removes emphasis. Keyword research from last year creates a helpful baseline, but SEE WHAT IS HAPPENING NOW.
Great marketing teams let the WORLD inform their vision, language and online communication. Keywords don't age well. If NO ONE is doing keyword research you should.
Use Google's FREE Keyword tool in AdWords to discover DEMAND and use demand to influence design elements such as names for navigation, image anchor text and H1 Tags.
Great marketing teams let the WORLD inform their vision, language and online communication. Keywords don't age well. If NO ONE is doing keyword research you should.
Use Google's FREE Keyword tool in AdWords to discover DEMAND and use demand to influence design elements such as names for navigation, image anchor text and H1 Tags.
Photo by IsaacMao
Keyword Tips
- Do or Use Research.
- Plurals & Singular = Check.
- Watch "Stop Words".
- Don't Stuff, Do EDIT.
- Balance & Don't DUPE.
A few keyword tips from our hard won bag of tricks.
Photo by ejmc
See notes for more on this slide.
Knowing Turntables receives many thousands more searches than "phono" means a designer should name a product category "Turntables" not Phonos. Good idea to check search volume before assigning major and often repeated variables such as navigation.
Most designers receive a working brief from an owner or marketing team. Good to know KEYWORDS are your friends and not all KEYWORDS are the same in case you (the web designer) are stuck doing the research.
Most designers receive a working brief from an owner or marketing team. Good to know KEYWORDS are your friends and not all KEYWORDS are the same in case you (the web designer) are stuck doing the research.
See notes for info on this slide.
Not all keywords are the same. Here TURNTABLES is crushing PHONE.
Keywords & Selection
- Keywords = Customers.
- Customers = Traffic.
- Traffic = Conversion.
- Conversion = Money.
- Keywords = Money.
Keywords are the first step on a journey that ends with MONEY, LOVE and LOYALTY.
Photo by Great Beyond
KPIs
Know Your Key Performance Indicators
A Key Performance Indicator (KPIs) is a metric you can use to inform your online design & communication. We suggest watching 3 - 7 KPIs daily, summarizing trends at the end of months / quarter and years.
Your KPIs are unique, like a fingerprint. Find what drives your business online and off and then find those metrics that effects those engines. Follow them. Track Them.
Test ideas, content and new approaches to SEO. See what impact your tests have on your KPIs. Rinse and Repeat.
Your KPIs are unique, like a fingerprint. Find what drives your business online and off and then find those metrics that effects those engines. Follow them. Track Them.
Test ideas, content and new approaches to SEO. See what impact your tests have on your KPIs. Rinse and Repeat.
Photo by Mark Morgan Trinidad B
Easy Updates
If Client or Teams Can't Update Design SEO is OVER
QDF or Quality Deserves Freshness means content needs to be in constant motion. Static content loses its "Google-juice". Find ways to update, revise and incorporate your content.
Comments can help PIPE new content into your content, but don't hesitate to open up old and valuable content and revise with something you learned or someone shared today. Keep your content MOVING and so its QDF rating will be high and Google will care more.
We love UGC or User Generated Content for many reasons keeping content fresh is a big reason we love UGC.
Comments can help PIPE new content into your content, but don't hesitate to open up old and valuable content and revise with something you learned or someone shared today. Keep your content MOVING and so its QDF rating will be high and Google will care more.
We love UGC or User Generated Content for many reasons keeping content fresh is a big reason we love UGC.
Photo by Dainis Matisons
Community
Tomorrow's SEO About Sustainable Community
If your design helps create community welcome to the Next Web.
Photo by niallkennedy
Hearts & Minds
Will Your Design Win Hearts & Minds?
When everyone has a website, all products are good to great we buy what we love. As marketing guru Faith Popcorn said, people don't BUY brands they JOIN them.
Is your design making it easy to JOIN your client's site? Then you help their SEO more than you can know.
Is your design making it easy to JOIN your client's site? Then you help their SEO more than you can know.
Photo by @Doug88888
Banana
Now YOU Get the Banana!
We have new found respect for our web designer friends after a week of "design school". Remember as hard as you work to stay current on design trends someone is working to stay current on SEO. Find that someone and partner with them since they can't win without you and you them.
Marty Smith
@Curagami @Scenttrail Martin W Smith (G+)
Easy to reach me and team Curagami:
http://www.Curagami.com
http://www.twitter.com/Curagami
martin(at)Curagami.com
http://www.Curagami.com
http://www.twitter.com/Curagami
martin(at)Curagami.com
Photo by Gavin Lynn
