Search Engine Optimization

Intros

How search works

Organizations need to change so that online marketing

is a more distributed role with everybody taking

responsibility for aspects of it.

“

Where audience meets SEO

Where audience meets SEO

• Pains, needs and wants!

• Search intent!

• How to invoke shares and comments

Where design meets SEO

Where design meets SEO

• Crawlable link structures!

• Depth and organizationArchitecture

Where design meets SEO

• Image optimization!

• CSS delivery!

• JavaScript implementation

Speed

Where design meets SEO

• Know which languages are crawlable!

• Designing for supporting textIndexation

Where design meets SEO

• Content above and below the fold?!

• Allow for sufficient content.

Content:Depth and Placement

Where development meets SEO

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Where development meets SEO

< <Languages

Where development meets SEO

< <Markup

Where development meets SEO

< <URL Structure

Where development meets SEO

< <Redirects

Where social media meets SEO

Where social media meets SEO

Where social media meets SEO

Where advertising meets SEO

Where advertising meets SEO

With paid search ran in tandem to !

SEO you can increase the number of!

results shown on a page. Studies show

this will increase click-through-rate.

Where advertising meets SEO!

Retargeting can have some benefits:!

• Heightened brand recall!

• Increased engagement (more likely to

share or link to content).!

Where advertising meets SEO

Contextual marketing or content

discovery improves likelihood of !

engagement (more likely to share or!

link to content).

Where advertising meets SEO

Billboard ads improve brand!

recognition. Branded queries are !

historically much easier to perform !

well for in natural search.

Where writing meets SEO

Where writing meets SEO

• Inform creative direction!

• Improve probability to resonate (by

using the right terms).

Preston Van Dyke @prestonvandyke

THANKS