Discover how SEO tactics that win in the long run complement web-friendly business practices and core principles, and how to incorporate this approach into optimization strategies for changes in search results.

1. #MozCon
Lindsay Wassell • Keyphraseology
Improve Your SEO by Mastering
These Core Principles
@lindzie • lindsay@keyphraseology.com

3. Stone Age

4. Iron Age

5. Industrial Age

6. Digital Revolution

7. Information Age

8. MARKETING

9. How do we reach our
audience in the
information age?

10. Information
is the
perfect product.

11. The Internet
is the
perfect medium.

12. Organic Search
is the
perfect channel.

13. How do we win in
Organic Search?

14. Master
These
Core
Principles

15. 4
INNOVATE
DEDICATE
EDUCATE
ACCOMODATE
2
3
1

16. INNOVATE
1

17. Innovation
wins the internet.

19. Kick Start Tip #1

20. #1Think like a
product
marketer.
Web Page

21. What is a product?

22. Anything
offered to a
market to satisfy
a want or need.

23. Anything
offered to a
market to satisfy
a want or need.

24. Anything
offered to a
market to satisfy
a want or need.

25. What is innovation?

26. A new
method, idea,
or product.

29. What is
digital product innovation?

30. Apply a new
method or
idea to a digital
product.

33. Kick Start Tip #2

34. #2Innovate
your
world.
My database
runs faster
than yours.

35. Copywriters can
Database Engineers can
Web Designers can
Information Architects can
bring fresh perspectives
make it run faster
make it easier to understand
use common language

36. The
Internet
Rewards
Innovation

37. Search
Engines
Reward
Innovation

38. DEDICATE
2

39. Focus on the user
and all else will follow.
- Google

40. Focus on your audience
and all else will follow.

41. Kick Start Tip #3

42. #3
Care about
your audience.
It will show.

43. Dedication: Airbnb

44. Dedication: Moz

45. Dedication: King of Pops

46. EDUCATE
3

47. 1984

48. Information wants to
be free.
- Stewart Brand

49. Stewart Brand

50. There’s been too much stuff
created which… Society did NOT
have a need for that much of
that kind of information!
- Steve Wozniak, 1984

51. Steve Wozniak
1984

52. 1997

53. Now

54. Kick Start Tip #4

55. #4
Go bigger
with your content.
Stop publishing drivel.

56. Steve Wozniak
1984

57. Kick Start Tip #5

58. #5
Promote it
like you mean it.

59. Informative:
Stumptown Coffee

60. ACCOMODATE
4

61. The need for
information crosses
all borders.
- Google

62. The need for
information crosses
all borders and
boundaries.

63. Kick Start Tip #6

64. #6
Do better at accommodating
your audience.

65. Apply the
principles of
Universal Design
to your websites.

66. Information Access
Barriers

68. And remember…

69. Robots are people, too.

70. Findability is key
to accessibility.

71. Kick Start Tip #7

72. #7
Never, ever,
forget about
the robots.

73. #MozCon
Lindsay Wassell • Keyphraseology
@lindzie • lindsay@keyphraseology.com