This was an overview of basic search optimization principles, SEO copywriting practices, and website redesign strategies. Presented to an audience of about 70 Rackspace web hosting customers at their annual Customer Event, in San Antonio, TX.

1. Natural Search Optimization Best Practices October 12, 2006

3. World Class Client-Base 16

8. URL Strategy in a Web Site Redesign

13. Demonstrates the complexity and intricacy of legacy link structure rackspace.com link model 797,000 total Defining the elements of URL equity

15. Now what would happen if Rackspace were to redesign their site and rename their URLs? (without preserving equity)

16. Understanding the impact of a site redesign Link traffic, bookmark traffic and search traffic would all be lost. Gone Gone Gone rackspace-newdomain.com deep link model established 2006 (hypothetically)

18. C A S E S T U D Y Site relaunch on renamed URLs, with no redirection plan Site relaunched with new URLs in mid-month 404 errors spiked, and the site never fully recovered Understanding the impact of a site redesign

19. So preserve your URL equity as if your brand (and your job) depend upon it.

20. Now this doesn’t mean you shouldn’t ever redesign your site or rename your URLs, Just ask the right questions before you start

27. Preserving your URL investment “ Networks” “ Index” “ Solutions” rackspace.com deep linking ratio = 85% 676,000 ---------- = 0.85 % 797,000

28. Natural Search 101 Obstacles to avoid Building effective keywords Linking best practices Copywriting Design/development best practices

29. Obstacles to avoid Obstacles to avoid Building effective keywords Linking best practices Copywriting Design/development best practices

42. Building effective keyword lists Obstacles to avoid Building effective keywords Linking best practices Copywriting Design/development best practices

47. Linking Best Practices Obstacles to avoid Building effective keywords Linking best practices Copywriting Design/development best practices

52. Copywriting Obstacles to avoid Building effective keywords Linking best practices Copywriting Design/development best practices

55. Design and development best practices Obstacles to avoid Building effective keywords Linking best practices Copywriting Design/development best practices

61. For a copy of this presentation, please leave your business card with the word “presentation” written on the back. Rob Garner l Senior Strategic Planner Senior Strategic Planner iCrossing, Dallas, Texas 214.676.2089 [email_address] Thank you. Any questions?