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Optimizing Your Web Site for Discovery

Learn how to optimize your web site for maximum discoverability and reach your target audience effectively. Explore the basics of SEO, content readability, reachability, shareability, and more.

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Optimizing Your Web Site for Discovery

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  1. Optimizing Your Web Site for Discovery • Jesse S. McDougall, Catalyst Webworks

  2. @jsmcdougall #discovery

  3. Discovery vs. Interruption #discovery

  4. So...where are people looking? #discovery

  5. A Brief History of Search #discovery

  6. #discovery

  7. SEO becomes CDO: Content Discovery Optimization #discovery

  8. The Basics: Content must be reachable. Content must be readable. Content must be shareable. Content must be useful. #discovery

  9. 1. Reachable: Are crawlers allowed? Blocked by robots.txt? Blocked by nofollow, noindex tags? #discovery

  10. 2. Readable: File Formats • OpenOffice text (.odt) • Rich Text Format (.rtf, .wri) • Scalable Vector Graphics (.svg) • TeX/LaTeX (.tex) • Text (.txt, .text, other file extensions), including source code in common programming languages: • Basic source code (.bas) • C/C++ source code (.c, .cc, .cpp, .cxx, .h, .hpp) • C# source code (.cs) • Java source code (.java) • Perl source code (.pl) • Python source code (.py) • Wireless Markup Language (.wml, .wap) • XML (.xml) Adobe Flash (.swf) Adobe Portable Document Format (.pdf) Adobe PostScript (.ps) Autodesk Design Web Format (.dwf) Google Earth (.kml, .kmz) GPS eXchange Format (.gpx) Hancom Hanword (.hwp) HTML (.htm, .html, other file extensions) Microsoft Excel (.xls, .xlsx) Microsoft PowerPoint (.ppt, .pptx) Microsoft Word (.doc, .docx) OpenOffice presentation (.odp) OpenOffice spreadsheet (.ods) #discovery

  11. 3. Readable: e-Books Google eBooks Scribd #discovery

  12. 4. Readable: Keywords #discovery

  13. 5. Readable: Information Hierarchy How to Paint <span style=”color:red; font-size:72px; font-weight:bold;”>How to Paint</span> How to Paint <style> H1 { color:red; font-size:72px; font-weight:bold; } </style> <H1>How to Paint</H1> #discovery

  14. 6. Readable: Within a CMS #discovery

  15. 7. Readable: Headlines #discovery

  16. 8. Readable & Reachable Tools google.com/webmasters seomoz.org SEO for WordPress by Yoast #discovery

  17. 9. Shareable #discovery

  18. 10. Shareable: A Trail to You (The Right) Embedded Links in Text, Watermarks in Photos, Text Links in Video, etc. Always embed link to source. #discovery

  19. 11. OpenGraph <html prefix="og: http://ogp.me/ns#"> <head> <title>The Rock (1996)</title> <meta property="og:title" content="The Rock" /> <meta property="og:type" content="video.movie" /> <meta property="og:url" content="http://www.imdb.com/title/tt0117500/" /> <meta property="og:image" content="http://ia.media-imdb.com/images/rock.jpg" /> ... </head> ... </html> http://ogp.me #discovery

  20. 11. OpenGraph http://ogp.me #discovery

  21. And here the work begins... #discovery

  22. The Real Work: Content Promotion 1. Find Your Audience 2. Follow Your Audience 3. Publish Your Content to Their Streams #discovery

  23. @jsmcdougall #discovery

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