agile seo - infrastructure innovation by iteration
Post on 21-Oct-2014
8.671 views
DESCRIPTION
Originally presented on the "The Really Complicated Technical SEO Infrastructure Issues" panel at SMX Advanced 2011 in Seattle, Washington. The panel included Maile Ohye of Google, Todd Nemet of Nine by Blue, and was moderated by Vanessa Fox of Search Engine Land. This presentation is a quick introduction to Agile SEO development, a methodology that can help you deliver more value to your customers more quickly. We'll take a look at a few of REI's SEO technical infrastructure optimizations, as well as see what the results were from making these optimizations. One of the controversial points of discussion in the presentation was REI's use of the "rel=canonical" element to reduce duplicate content caused by pagination. Download the slide show and see the speaker notes for more information. You can learn more about Jonathon Colman at http://www.jonathoncolman.org/TRANSCRIPT
![Page 1: Agile SEO - Infrastructure Innovation by Iteration](https://reader033.vdocument.in/reader033/viewer/2022051207/54468cb4afaf9f65178b4685/html5/thumbnails/1.jpg)
Source: Ross Land/Getty Images, http://www.zimbio.com/pictures/5W4OMo-A8o9/New+Zealand+Training+Press+Conference/2sZt6VRG3mT
AGILESEO Infrastructure Innovation by Iteration
Jonathon Colman, in-house SEO for REI: www.REI.comTwitter @jcolman
![Page 2: Agile SEO - Infrastructure Innovation by Iteration](https://reader033.vdocument.in/reader033/viewer/2022051207/54468cb4afaf9f65178b4685/html5/thumbnails/2.jpg)
![Page 3: Agile SEO - Infrastructure Innovation by Iteration](https://reader033.vdocument.in/reader033/viewer/2022051207/54468cb4afaf9f65178b4685/html5/thumbnails/3.jpg)
Source: SEOmozhttp://www.seomoz.org/blog/
4-essential-seo-infographics
![Page 4: Agile SEO - Infrastructure Innovation by Iteration](https://reader033.vdocument.in/reader033/viewer/2022051207/54468cb4afaf9f65178b4685/html5/thumbnails/4.jpg)
Source: Rugby Rebels, http://www.nowrugby.com/jimmy-cowan-recommits-to-new-zealand-rugby/983.htm
You’ve got strong metrics, top-notch analysis, a smart business case, and best practices for implementation.
Wow! You are an SEO Rockstar, baby.
![Page 5: Agile SEO - Infrastructure Innovation by Iteration](https://reader033.vdocument.in/reader033/viewer/2022051207/54468cb4afaf9f65178b4685/html5/thumbnails/5.jpg)
Source: Ross Land/Getty Images Europe, http://www.zimbio.com/pictures/yp6IeahtpSr/New+Zealand+Training+Autograph+Session/hNjEpbD_pR7
FAIL
![Page 6: Agile SEO - Infrastructure Innovation by Iteration](https://reader033.vdocument.in/reader033/viewer/2022051207/54468cb4afaf9f65178b4685/html5/thumbnails/6.jpg)
Enter Agile – a way to deliver value to customers and get SEO done as part of a team.
Source: Conversational Rugby, http://conversationalrugby.wordpress.com/2010/07/09/improving-scrums-in-the-short-term/
![Page 7: Agile SEO - Infrastructure Innovation by Iteration](https://reader033.vdocument.in/reader033/viewer/2022051207/54468cb4afaf9f65178b4685/html5/thumbnails/7.jpg)
![Page 8: Agile SEO - Infrastructure Innovation by Iteration](https://reader033.vdocument.in/reader033/viewer/2022051207/54468cb4afaf9f65178b4685/html5/thumbnails/8.jpg)
![Page 9: Agile SEO - Infrastructure Innovation by Iteration](https://reader033.vdocument.in/reader033/viewer/2022051207/54468cb4afaf9f65178b4685/html5/thumbnails/9.jpg)
![Page 10: Agile SEO - Infrastructure Innovation by Iteration](https://reader033.vdocument.in/reader033/viewer/2022051207/54468cb4afaf9f65178b4685/html5/thumbnails/10.jpg)
![Page 11: Agile SEO - Infrastructure Innovation by Iteration](https://reader033.vdocument.in/reader033/viewer/2022051207/54468cb4afaf9f65178b4685/html5/thumbnails/11.jpg)
URL indexation from XML sitemaps
![Page 12: Agile SEO - Infrastructure Innovation by Iteration](https://reader033.vdocument.in/reader033/viewer/2022051207/54468cb4afaf9f65178b4685/html5/thumbnails/12.jpg)
Duplicate content reduction
![Page 13: Agile SEO - Infrastructure Innovation by Iteration](https://reader033.vdocument.in/reader033/viewer/2022051207/54468cb4afaf9f65178b4685/html5/thumbnails/13.jpg)
Performance: improving page load time
![Page 14: Agile SEO - Infrastructure Innovation by Iteration](https://reader033.vdocument.in/reader033/viewer/2022051207/54468cb4afaf9f65178b4685/html5/thumbnails/14.jpg)
Crawl budget: increase in crawling activity
![Page 15: Agile SEO - Infrastructure Innovation by Iteration](https://reader033.vdocument.in/reader033/viewer/2022051207/54468cb4afaf9f65178b4685/html5/thumbnails/15.jpg)
Stand as a team,Source: Ross Land/Getty Images, http://www.zimbio.com/pictures/mwAlE2nLH3H/Wales+v+New+Zealand/zfXvkYQVdSO
![Page 16: Agile SEO - Infrastructure Innovation by Iteration](https://reader033.vdocument.in/reader033/viewer/2022051207/54468cb4afaf9f65178b4685/html5/thumbnails/16.jpg)
Work as a team,Source: Ross Land/Getty Images, http://www.zimbio.com/pictures/5W4OMo-A8o9/New+Zealand+Training+Press+Conference/2sZt6VRG3mT
![Page 17: Agile SEO - Infrastructure Innovation by Iteration](https://reader033.vdocument.in/reader033/viewer/2022051207/54468cb4afaf9f65178b4685/html5/thumbnails/17.jpg)
Celebrate as a team, and…Source: Ross Land/Getty Images, http://www.zimbio.com/pictures/0hvMKX59MJ3/Australia+v+New+Zealand+Bledisloe+Cup/cYdZp2jIKCW
![Page 18: Agile SEO - Infrastructure Innovation by Iteration](https://reader033.vdocument.in/reader033/viewer/2022051207/54468cb4afaf9f65178b4685/html5/thumbnails/18.jpg)
What happens on the team stays on the team.Source: Ross Land/Getty Images, http://www.zimbio.com/pictures/HCFNB-GugmA/New+Zealand+Training+Session/8z7HEDMQyLA
![Page 19: Agile SEO - Infrastructure Innovation by Iteration](https://reader033.vdocument.in/reader033/viewer/2022051207/54468cb4afaf9f65178b4685/html5/thumbnails/19.jpg)
Source: Ross Land/Getty Images, http://www.zimbio.com/pictures/5W4OMo-A8o9/New+Zealand+Training+Press+Conference/2sZt6VRG3mT
THANK YOU!Jonathon Colman, in-house SEO for REI: www.REI.com
Twitter @jcolman