Here we go again folks!

Build what your audience needs
Vanessa Fox

It isn’t just a ranking aspect. It’s about fulling understanding who your audience is and understanding their needs. Figuring out how to solve the customer’s needs is the first step at getting more exposure. First example is about the healthcare reform bill that happened recently. The actual bill itself was out ranked by another site designed specifically to make all of the government bills available to the public. This site is solving the consumer needs.

Every page should explain what the site is, why the user is there and should have a call to action. We should be building the website from what the audience is looking for rather than building it to rank for a specific term(s). The Peace Corps is a great example.

Even if you rank #1 people may still skip your result. What do people want? What does the display look like?

Popular business goals tend to be, “I want a lot of traffic”. If you want a lot of traffic on your site put porn on it. What is the project goal? What does success look like? What is the brand objective? How do you want to appear to your audience What is your value proposition?

How to not FAIL at SEO
Adam Audette

If you build it, they will come. <–NOT! If you build it, they might not care. How do you build traffic? It all comes down to the influence, contribution, authority you can create. Answering your users’ questions, solve their problems. Great content doesn’t guarantee traffic. Great content with great user experience and answered questions does guarantee traffic.

Crap SEO only things of itself. Good SEO thinks about users and interface.

Information architecture, user experience and SEO make $$

A rule to go by is to:

  1. make the best user experience
  2. then leverage for maximum SEO

SEO is an invisible layer beneath IA and UX. Don’t bring SEO into the flow too early. You need to understand the purpose of the site, is it answering all the questions. Will the design and flow ruin the user experience. Don’t put SEO front and center on a site. Don’t place restrictions on your SEO team.

Do give your SEO teams their own development resources. The biggest problem in SEO implementation. Do build SEO into the business flow. SEO needs to be involved in just about every area of the company. People need to know about it whether they are active with the development or not. Do encourage and facilitate creativity. Some of the best ideas have come from outside the box random thinking. Do allow your SEO team freedom to take risks. A fail so epic you almost win. SEO should fail quickly to succeed.

4 takeaways:

  • Good SEO integrates with the business
    • Beware of “reactive” SEO
  • Good SEO stays hidden behind the user experience
    • Success really hinges on it
  • Good SEO is patient
    • SEO is a long road. Invest in long term.
  • Good SEO accepts risks and encourages failure
    • Push your team to take risks
    • Don’t take stupid risks