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SEO For Digital Media
Presented by :
Ron Williams@Ron_Williams - http://ronwilliams.io/
Search Engine Optimization with Graphics, Video, and Interactive Assets
Began developing Wordpress, phpBB, MediaWiki, etc integrations 11 years ago. When needing reliable data migration, I moved to Drupal for use as a cohesive integration service between multiple applications. I founded the Maryland Drupal Developers group in 2007 and was hired to develop the GNSI.org website in 2010. I worked as Sys Admin for CU-Boulder from 2012-2015.I currently work for Heartland Technology Group at USDA Enterprise Application Services.
BackgroundExperience
Web App Development
Drupal Dev
SEO
Sys Admin
11 yrs
10 yrs
7 yrs
6 yrs
Ron WilliamsDevOps Specialist
@Ron_Williams - http://ronwilliams.io
What is SEO?
SEO History
Ranking Factors
Asset Practices
Performance Analysis
Continuous Improvement
Overview
@Ron_Williams - http://ronwilliams.io
What’s SEO?Search Engine Optimization: Enhancing content and website structure
to increase organic search visibility on Google, Bing, Yahoo, etc.
@Ron_Williams - http://ronwilliams.io
Search Engine Monetization Structure
Monetization Structure
Gmail / Outlook, MSN / Yahoo News drive traffic with potential for revenue
Services / Technologies
Pay-per-click search results and website advertising placement
Paid Advertising
Indirect profit: Most users seek organic results
Organic Search
@Ron_Williams - http://ronwilliams.io
Paid advertising is an ongoing circular business expense
Why Organic?
Customers visit website and purchase services or follow acquisition flow
Acquire Customers
Gaining new customers requires purchases of additional advertising
Advertising Lock-in
Purchase advertising units from Adwords, DoubleClick, or similar ads
Acquire From Ad Market
History of SearchModern search optimization transformation
1998
Google founded, first index to heavily rely on incoming links
2001
Backlinks are heavily ranked (and abused) for SEO
2004
Semantic web: Resource Description Framework (RDFa)
@Ron_Williams - http://ronwilliams.io
2007
Content analysis and search friendly structure (sitemaps)
2010
Mobile optimization and performance
2013
Social media and content relevance
@Ron_Williams - http://ronwilliams.io
On and off-site factors impacting website rankings
Ranking Factors
Frequently updated keyword rich authoritative content directed to targeted audience
Content
SEO friendly HTML output leveraging content within important metadata and tags
Code
XML sitemaps, single mode transfer (https), distribution of content, site performance
Technology
Google+ integration, Facebook integration, and reviews on sites such as Yelp
Social Media / Reviews
User behavior when interacting with your site links impact future results ranking
Search Engine Data
@Ron_Williams - http://ronwilliams.io
Improving rankings for embedded visual content
Asset Practices
Leverage external video services (Vimeo, YouTube, etc.) to present and caption audio content to a captioned format
Video
Avoid embedded applets due to security, performance, and optimization difficulty
Embedded Apps
Apply alternative description tags (alt) and ARIA alternate text information; Use HTML5
Images
Include descriptive text when linking external content. Consider using modal overlays which
render document on page
Documents
@Ron_Williams - http://ronwilliams.io
Tools to verify and objectively test search engine optimization
Performance Analysis
Google Webmaster Tools consistently scans websites to ensure continuous, accurate indexing of the site; Check out Bing Webmaster tools
Webmaster Tools
Reviews links directed to your site, content crawling, and site reputation
Moz Open Site Explorer
Define search keyword ranking goals and track trends for improvement
Self Review / Raven Tools
@Ron_Williams - http://ronwilliams.io
Plan for ongoing updates and advancement of search engine rankings
Continuous Improvement
Analyse Site / Rankings
Develop / Implement Strategy
Repeat!
Determine current site rankings and content quality. Objectively quantify outside opinions and determine current website optimization state.
Modify website content, functionality, and code. Perform updates based on recent data (maximum 90 days) and quickly implement content changes based on research.
Continue implementing agile upgrades to websites. Include strategic sales and marketing goals within future projects.
@Ron_Williams - http://ronwilliams.io
Takeaways, lessons learned, where to go.
Review
Apply effective descriptive text content to digital assets. Avoiding flash, silverlight, etc.
Asset Management
Evaluate change necessary before modifications are applied. Use objective reviews / tools to define priority
Analyze Before Change
Building a successful website requires ongoing updates to consistently rank highly in search indexes.
Continuously ImproveConsider content, code, technology, social
media/reviews, and search engine experience when updating site
Address Ranking Factors
Historical shifts in search engine site evaluation and ranking means old recommendations may not apply
Search Indexes Evolve
Enhance website content and programming to increase organic search
visibility
Search Engine Optimization
Connect on Social MediaFollow technology, ask additional questions, learn new strategy as it’s released
@Ron_Williams
RonWilliams.io
Also e-mail hello@ronwilliams.io
Personal blog, portfolio, and technology banter.
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