3. @5le
Spend your SEO capital wisely
• Always have data
• Non-search marketers don’t know who
Matt Cutts is and don’t care what he thinks
• Use your own or competitor stats
• Wins add to your ‘budget’, losses deplete it
4. @5le
SEO Survey
• Random selection from
general US population
• Random assignment into 1
of 2 surveys with 16
questions
• Survey sent to 3,000
people
• Survey was open for 5 days
• 615 people participated
• Comparison of means over
a variety of indicators
5. @5le
What happens when a search user does not find what they
expected on the page?
60% of users
bounce
6. @5le
Do users prefer Google or Bing
Google results
labeled as Bing
Bing results labeled
as Google
Bing results
Google results
Conclusion:
Users are
biased
towards
Google as a
result of the
brand
10. @5le
Improve your skills
• W3schools.com
HTML
• Kahn Academy
Basic programming
• CodeAcademy
Javascript, Ruby, Python
• Community college
• Opencourseware from MIT
• Create a wordpress blog; edit the theme files
12. @5le
Always have a plan B
• Align developer goals with yours
• Push hard for the primary ask
• Keep your compromise options in your
back pocket
• Be prepared to suggest a gradual roll out
18. @5le
How do engines understand redirects
Google
• Full value through 301
redirect
• Can follow chained
redirects up to 4-5 hops
• Will consider a 302 to be a
301 if they believe you
meant to do a 301
Bing
• Full value through a 301
• Really does not like
chained redirects
• 302 will be considered a
301 after 5 ‘pings’
26. @5le
Summary
• Demonstrate benefits of SEO
• Know your facts and data
• Negotiate for wins
• Find low hanging SEO fruit
Robots
404’s
Redirects
Canonicals
Rankings on the cusp
• Tell the SEO story
• Leverage your successes