Using an example from PBS, this presentation outlines why organizations need to change how they think about search engine optimization and how it has to be integrated throughout the entire digital strategy. #DEast12 #ISum12

1. Search Engine Optimization
in a "Post-SEO" World
Melanie Phung
PBS

2. Being an SEO is about
juggling priorities and
relationships

3. Once Upon a Time

4. Shift from Keywords to
Relevance+Authority

5. An SEO Authority!
No, not that kind of authority.

6. PageRank Algorithm

7. The Battle Against Spam

8. Shift from Keywords+Links to
Relevance
+Authority
+Timeliness
+Intent
Content +Relationships Marketing
+Local
+Multimedia
+Brand
+Diversity
…

9. Search Engines evolved.
So, too, did the optimization
discipline.

10. The Many Hats of SEO

11. SEO+
• Usability/UX
• Information Architecture
• Analytics
• Conversion Optimization
• Business Strategy
• Social Media
• Coding and Technology
• And more…

12. Break Down the Silos
CC Alejandro Polanco

13. Build a Virtual SEO Team
Conversion
Specialist
Content
Copywriter
Marketer
CSS coder CS rep
UX
Web analyst PR/Publicist
specialist
Social
media Web editor
producer
Project
Manager
Web
developer

14. Move Toward the Same Goal

15. End-to-End SEO
Copyright Melanie Phung

16. SEO+Technology
Integrate SEO into requirements gathering phase.
Spiderability/Accessibility issues
Duplicate Content issues
Extensibility
• Rel=author
• Rel=canonical
• Micro formats
• Open Graph tagging

17. SEO+UX Design
Review wireframes before they go to
code.
• Headings/labels
• Tagging
• Content assumptions
• Links and anchor text
Fix internal user workflow issues.

18. SEO+Analytics
Measure things right;
Measure the right things.
Keep everyone focused on
relevant KPIs.

19. SEO+Content Strategy
Ensure your content efforts
align with your overall
business goals.
Spend less time managing
“useless” content to free up
time and resources for
more effective marketing.

20. SEO+Marketing & PR
Maximize inbound
linking opportunities
and “shareability” in
all marketing efforts.

21. SEO is no longer something you just tack
onto the end of a publishing workflow.

22. Be Honest and Transparent
Magic!!
Snake Oil?

23. SEO isn’t dead. It has evolved.