Week 4: A Conversation with Guest Speaker Tony Adam

Nancy Whelan

Nancy Whelan

By UCLA X425 Student Nancy Whelan

Before You Can Run, You Have to Crawl: SEO Tips Learned from the SEO Surgeon

Tony Adam

Tony Adam

What would a Social Media Best Practices class be without an ER visit from Tony Adam? Luckily we didn’t have to find out! As our guest speaker for Week #4, the SEO expert brought surgical precision to the house, like only he could. The former founder and CEO of Eventup shared meaningful page insights from his experience running SEO for industry giants like Yahoo, PayPal and MySpace. Even better, he shared some very current lessons learned via working with entertainment industry giants he was not at liberty to name. Social Media Best Practices: UCLAx425 / Lesson #1: Before you can run, you must learn to crawl!

“Crawling” is a term to describe the algorithmic process used by search engines such as Google to detect new and updated pages that are then added to the Google index. That updated index enables you and I to find the most timely and relevant information using Google Web Search or Google Custom Search. Simple enough, right? Wrong! Tony warned that even well-established brands with big budgets jump too quickly to create sexy, flashy websites, only to discover they have to start all over for one important reason: their content – the guts of their website – is blocked by the flashy stuff and can’t be crawled. (Read: budget alert!) The content is what search engines actually see, so you have to make sure the content layer of your pages is readable by the search engines. If you mix the content with other layers, no search engine will be able to read it.

Tony talked about a lot of aspects of SEO, including the all-important link building process. But that can wait for the SEO Ready-to-Trot post. The important lesson for this one is singular in its focus: are you crawl-friendly?

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