December 7, 2006
Andy Powers, Avenue A | Razorfish
Search Engine Optimization
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© Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may
not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
• Lehigh ’05, CSB
• Senior project with Prof. Davison
• Philadelphia
• Associate Analyst, Search Engine Marketing
• Avenue A | Razorfish (aQuantive)
Andy Powers
andy.powers@avenuea-razorfish.com
267-295-7033
Who I am
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© Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may
not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
• www.avenuea-razorfish.com
• Online marketing and web development
• Operating unit of aQuantive (AQNT)
• Philadelphia, NY, others
• Includes SEO, Pay-per-click, Paid Inclusion (Yahoo!)
Avenue A | Razorfish
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© Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may
not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
• Bridge between Computer science --- Business
• Analyze problems in organic search rankings
• Design solutions to enhance organic rankings and
conversions
• Communicate between tech and business
• Engineer new optimization strategies
My role: SEO Analyst
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© Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may
not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
• Keyword research
• Link building
• Code/Server optimization
• Communicating with clients
Some of my regular work
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© Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may
not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
• Crucial to success
• Search engines determine relevance and relationship by
keywords
• Heavy in beginning
• Provides a success metric: rankings for those keywords
Keyword research
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© Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may
not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
• cars for sale (using Wordtracker)
• Visa Discounts: coupon codes
Keyword research examples
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© Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may
not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
• Main directories (DMOZ, Yahoo!)
• Top-ranking sites in the field
• Links to competitors
• Social bookmarking services
• Crucial to success
• Links from related pages establish your site/page as a
relevant authority for related keywords
Link Building
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© Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may
not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
• breast cancer
Link Building example
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© Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may
not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
• Text in images
• Improper redirects
• Links in flash
• Crucial for spiders to crawl site fully and properly
assess site
Code/Server optimization
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© Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may
not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
– Many domains containing same content
– Can bring penalties for duplicated content
– Can weaken rankings for any single domain (they are fine, due to their
applicable keywords)
• Spiderweb Software
– Issues with finding links in drop-down menu
– Poor Titles, Meta tags originally
– Example with merchant page and its revised title, Meta tags
• Visa Discounts
Code/Server optimization example
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© Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may
not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
• Creativity and planning always
– IP addresses
– Redirection
– Page titles and Meta data
– Incoming links
• “Give me a 15 second description of link building”
• Quickly teaching about issues and solutions for:
• SEO may be part of a larger client contract
• Interacting with marketing managers, designers, server
administrators
Communicating with clients
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© Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may
not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
• Excellent communication needed
– Algorithm updates
– Landscape changes (Web 2.0, Mobile search, new standards)
• Need experience
• Need metrics to prove successes
• Constant listening for:
Success in SEO field
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© Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may
not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
I will send the job description to Professor Davison.
Please respond with your resume.
• Current opening for Associate Analyst (my position,
good way to enter field)
• Summer internship
Openings at AA|RF for SEO
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© Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may
not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
Any questions about the field, company, my
experience?
Thanks so much for your time! Nice to be back!
Questions and thanks