Optimizing Your Web Site for Discovery: A Workshop

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

@jsmcdougall

#discovery

Discovery vs. Interruption

#discovery

So...where are people looking?

#discovery

A Brief History of Search

#discovery

SEO becomes CDO:
Content Discovery Optimization

#discovery

The Basics:

Content must be reachable.
Content must be readable.
Content must be shareable.

Content must be useful.

#discovery

1. Reachable: Are crawlers allowed?

Blocked by robots.txt?
Blocked by nofollow, noindex tags?

#discovery

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

#discovery

3. Readable: e-Books

Google eBooks
Scribd

#discovery

4. Readable: Keywords

#discovery

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

6. Readable: Within a CMS

#discovery

7. Readable: Headlines

#discovery

8. Readable & Reachable Tools

google.com/webmasters
seomoz.org
SEO for WordPress by Yoast

#discovery

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

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

11. OpenGraph

http://ogp.me
#discovery

And here the work begins...

#discovery

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

#discovery

Optimizing Your Web Site for Discovery: A Workshop

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