Real world learning to master SEO techniques based on the work of Kathy Sierra in her book "BadAss: Making Users Awesome."

1. BadAss: Making Search Awesome
White Hat Ops @jonti
@Jonti | jonti@whitehat-ops.com

2. What do Users have
to do with SEO?
Learn How to Fish

3. Kathy Sierra
• History Lesson
• Serious Pony
• Programmer
• Writer

4. Making Users Awesome
• appreciating the context within which your site
experience lives
• focusing on reducing cognitive resource leaks
• helping users find a state of flow when using your
product in their context
• high value - very high quantity learning process
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5. – Kathy Sierra
Simple Test
2 vs. 7
Cognitive Resource Leak
Baba Shiv and Alex Fedorikhin, 1999
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6. Fruit or Cake?
Difference of 5 extra digits
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7. Stop decision making - Just DO
Cognitive Resources Leaks
= Bad Choices
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8. All The Things
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9. Skip B ?
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10. How do you teach a
Mastered Skill?
• 10000 Repetitions?
• Perceptual Knowledge
• “How do you do it ?- I Just
know”
• https://twitter.com/george_10g

11. Single Task - Shorten the Time to Expert
High Quality
Very - High Quantity
Examples
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12. @jonti | jonti@whitehat-ops.com

13. Situational
Awareness
• Schema Markup
• Events
• City Specific
• Audience Specific
• What Makes a Success
• Markup
• Write Great Titles
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14. Local Events
Claim SERP real estate
Increase Findability
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15. @jonti | jonti@whitehat-ops.com

16. Make users feel
awesome
Mobile Views
Recurring or one Time Events
Specific Dates
16

17. Like Minded Audience
Can you create an event type?
17

18. Annual Events
Build in the URL structure
18

19. Local Events
Leverage other Event Lists
19

20. Industry Events
Leverage other Event Lists
20
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21. Learn Something New
Can you create an event type?
21

22. Educational
Online courses
Free seminars
22
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23. - in a very short time
200-300 Exposures
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24. Bad Ass
• Practicing mediocrity makes you
really good at mediocrity
• Perishable Skill?
• Run it hard
• Experts Practice Better

25. Resource Links
• BadAss: Making Users Awesome - http://
shop.oreilly.com/product/0636920036593.do
• Serious Pony Blog - http://www.seriouspony.com/
• Early HeadRush - http://headrush.typepad.com/
• schema-creator.org - http://schema-creator.org/
• Structured Data Testing Tool - http://www.google.com/
webmasters/tools/richsnippets
@jonti | jonti@whitehat-ops.com

26. June 15, 2016
@jonti | jonti@whitehat-ops.com
Jonti Bolles