the icing!
DESCRIPTION
The Icing!. SEO, Show Notes, Enhanced Podcasts, Pitches 2 June 2009. Agenda. SEO Show Notes Ehanced Podcasts Pitches. SEO. SEO – search engine optimization The art of increasing legitimate site traffic from search engines using targeted keywords White Hat - PowerPoint PPT PresentationTRANSCRIPT
The Icing!
SEO, Show Notes, Enhanced Podcasts, Pitches
2 June 2009
Agenda
• SEO• Show Notes• Ehanced Podcasts• Pitches
SEO• SEO – search engine optimization
– The art of increasing legitimate site traffic from search engines using targeted keywords
• White Hat– Practices that are related to good design
• Black Hat– Practices that are frowned upon (ie, not legitimate)
such as “invisible” or “hidden” text or cloaking (serves different page depending on if the request is a “human” or a spider)
– SE look at meta and javascript redirects as spam
How Do Search Engines Work?
• New content added and linked to; existing linked content modified
• SE spiders (bots) crawl the site– Look for robots.txt file or metatag– Text, metadata, page titles, URL– Follow links – looking for # links “in” and #
links “out”– Index key terms, count word frequency
• Weigh these things somehow (algorithm)
Search v Findability
• Consumers use “search” to “find”• It’s not that they “want to search” … it’s
that they “want to find…”
Terms
• Unique visitors (IP address)• Bounce rate (visit 1 page and leave)• Average visit, page duration (seconds!)• Most requested, entry, exit pages• Hits v Page View• Referrers• These data come from your server logs!
What Stats To Use?
• Referrers tell you where your visitors are coming from
• For example: some referrer data• Google: Webmaster Tools • Also, Trellian keyword discovery or
WordTracker
Who To Study, Read?
• Danny Sullivan, SearchEngineWatch.com, Search 101
• Aaron Wall, SEOBook.com• Slideshare • Google:
– What is a sitemap and why should I have one?
Show Notes - Relevance
• How to increase traffic – good content!• Link Sharing• Update your content• Know your keywords (SEO again)
How Do We Read (erh, scan)?
• Eye-tracking research– Top to bottom– Left to right
• Then there’s the “above the fold” thing
Enhanced Podcast
• Apple implemented in 2005– AAC format– Chapter Markers– Images
• MAKE Magazine “how to”• Jake Ludington’s “how to” for WMP
The Pitch
• Effective presentations– Presentation Zen (buy the book!)– 5 Steps to Slide Design for Non-Designers
• Guy Kawaski– The “Pitch” [inspirational plus example of
effective presentation style]