Does your website make your visitors    do what you want them to do?     A talk about getting back to the basicsAnup Naray...
Background: My search for the best definition ofSEO                         SEO is the process of increasing the amount of...
Focus of the talk – 2 parts   Attract                    Convert                Website                 Business          ...
Interesting!    Google changed it’s    algorithm around 500    times in 2010       “That’s 1.3      times a day”          ...
The advent of personalized search    When two users search for “buy flowers in    Dubai” they need not see exactly the sam...
Ask a search engine …               Build the website for users, not               for Search Engines…                    ...
Users …let’s stop calling them that…                          The web is used by                          people…         ...
The web is used by people                        People with families                                               8
The web is used by people                        People with passion                                              9
The web is used by people                        People with aspirations                                              10
The web is used by people                        People like you and me                                             11
The web is for the people…     “Focus on people and the search engines              will take care of itself”             ...
Building a website for people – 2 parts   Attract                  Convert                Website                   Busine...
Building a website for peoplePart 1 – Attracting people                                14
Question?            Is your website management,             The problem of the IT team?                         Or       ...
Involve marketing/ branding + IT                              I will show it in the                              technical...
Marketing/branding involvement  •   Communicate the services/ offerings in the correct way  •   Right language and tone  •...
Search is fundamental to human nature…  Sometime back…(& still do)                                Recently…      For Food ...
A fact…          “The Search Engine Space is Crowded”                               Just 10 slots available on            ...
Apart from Search Engines?              Direct Traffic                               Affiliates    Search                 ...
How your brand will evolve online?  Search     Direct Traffic   Referals: Facebook, Digg,  Engines                     Lin...
It works like this….      Nobody searches for “Shiny white sleek laptop”                They type www.apple.com           ...
Traffic Generation: Search,      Outside theReferrals, Direct, Affiliates     website     Brand discovery        Brand rec...
Building a website for peoplePart 2 – Converting                                24
Recap  1. Planning  2. Consistency  3. Optimization  4. Typography  5. Portability  6. Speed  7. Content  8. Accessibility...
Recap  1. Planning  2. Consistency  3. Optimization  4. Typography  5. Portability  6. Speed  7. Content  8. Accessibility...
Be bold          www.highrisehq.com                           27
Be original – What works best for you?                               www.craigslist.org                                   ...
Recap  1. Planning  2. Consistency  3. Optimization  4. Typography  5. Portability  6. Speed  7. Content  8. Accessibility...
The element of honesty  I will write an article where  the keyword “florist in               I will write an article about...
The element of sharing…                           Think Wikipedia                          You get the idea…              ...
The element of consistency…             Stick to your plan                                  32
Attract + ConvertWhen you get it right?                         33
When you get it right…    Traffic Generation: Search,      Outside the    Referrals, Direct, Affiliates     website       ...
…this is what happens…  Attract                     Convert                Website                     Business    Brand r...
Do people search for “online shopping portal” or visit                  www.souq.comDo people search for “online classifie...
The aim…           Maximum “Direct Traffic” to your site       Demonstrates: Brand visibility and brand recall….          ...
Who do you need to get it done?(---------------------------   ?-------------------------------)                           ...
Things can go wrong when marketing meets IT                Playtime                   over               boys….back       ...
You need someone to …    Build your equity and assets on the online digital                        platform  1. Bring toge...
What must you check?  1. Number of visits       1.   Direct       2.   Search       3.   Referral         Install Google A...
SummaryRewind and then I stop                         42
Web 2.0                   Web 2.0 is an architecture                       of collaboration   Tim O’ Reilly               ...
Web 2.0 is by the people                People have absolute power to                  determine                what they ...
The web is used by people                        People with families                                               45
The web is used by people                        People with passion                                              46
The web is used by people                        People with aspirations                                              47
The web is used by people                        People like you and me                                             48
Stay people focused (not search engine focused)  Build your site for the people  Be honest, Be sharing, Be consistent  Sti...
Thank youAnup NarayananFeb 19, 2012                 50
Upcoming SlideShare
Loading in …5
×

Does your website make your visitors do what you want them to do?

321
-1

Published on

A presentation that I delivered recently at the Verbanet Knowledge Cafe that focuses on the basic fundamentals of website design, which is "Attracting Customers" and "Converting Customers".

Published in: Technology, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
321
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
14
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Does your website make your visitors do what you want them to do?

  1. 1. Does your website make your visitors do what you want them to do? A talk about getting back to the basicsAnup Narayanan - Verbanet Technologies - Feb 19, 2012 1
  2. 2. Background: My search for the best definition ofSEO SEO is the process of increasing the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP) The process of maximizing the number of visitors to a Web site by ensuring that the site remains high on the list of results returned by... “Does your website make your visitors do what you want them to do?” The process of maximizing the number of visitors to a Web site by ensuring that the siteprocess of high on the list of of visitors to SEO is the remains increasing the amount results returned by... a website by obtaining a high-ranking placement in the search results page of a search engine (SERP) The process of maximizing the number of visitors to a Web site by ensuring that the site remains high on the list of SEO isresults returned by... the amount of visitors to the process of increasing a website by obtaining a high-ranking placement in the search results “SEO - page of a search engine (SERP) Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the The process of maximizing the number of("organic"to a Web "natural" or un-paid visitors or "algorithmic") search results.” site by ensuring The process remains high on the list of of visitors to a Web that the site of maximizing the number results returned site by ensuring that the site remains high on the list of by... results returned by... 2
  3. 3. Focus of the talk – 2 parts Attract Convert Website Business 3
  4. 4. Interesting! Google changed it’s algorithm around 500 times in 2010 “That’s 1.3 times a day” Eric Schmidt, Executive Chairman, Google 4
  5. 5. The advent of personalized search When two users search for “buy flowers in Dubai” they need not see exactly the same results 5
  6. 6. Ask a search engine … Build the website for users, not for Search Engines… 6
  7. 7. Users …let’s stop calling them that… The web is used by people… 7
  8. 8. The web is used by people People with families 8
  9. 9. The web is used by people People with passion 9
  10. 10. The web is used by people People with aspirations 10
  11. 11. The web is used by people People like you and me 11
  12. 12. The web is for the people… “Focus on people and the search engines will take care of itself” 12
  13. 13. Building a website for people – 2 parts Attract Convert Website Business 13
  14. 14. Building a website for peoplePart 1 – Attracting people 14
  15. 15. Question? Is your website management, The problem of the IT team? Or The job of the marketing team? 15
  16. 16. Involve marketing/ branding + IT I will show it in the technically correct This is how I want the way world to see us IT/ SEO/ Web Experts Marketing/ Branding 16
  17. 17. Marketing/branding involvement • Communicate the services/ offerings in the correct way • Right language and tone • Colors , Logo etc… • Others… Present the website in the correct way to Search Engines 17
  18. 18. Search is fundamental to human nature… Sometime back…(& still do) Recently… For Food For Information 18
  19. 19. A fact… “The Search Engine Space is Crowded” Just 10 slots available on page one… Desperation leads to short cuts, stay out of it... 19
  20. 20. Apart from Search Engines? Direct Traffic Affiliates Search Referals: Engines Facebook Digg LinkedIn Slideshare Twitter 20
  21. 21. How your brand will evolve online? Search Direct Traffic Referals: Facebook, Digg, Engines LinkedIn, Slideshare, Twitter Affiliates Brand discovery Brand recall Brand loyalty 21
  22. 22. It works like this…. Nobody searches for “Shiny white sleek laptop” They type www.apple.com Can you reach there? 22
  23. 23. Traffic Generation: Search, Outside theReferrals, Direct, Affiliates website Brand discovery Brand recall On the website Brand loyalty 23
  24. 24. Building a website for peoplePart 2 – Converting 24
  25. 25. Recap 1. Planning 2. Consistency 3. Optimization 4. Typography 5. Portability 6. Speed 7. Content 8. Accessibility 9. Technology 10.Interaction 25
  26. 26. Recap 1. Planning 2. Consistency 3. Optimization 4. Typography 5. Portability 6. Speed 7. Content 8. Accessibility 9. Technology 10.Interaction 26
  27. 27. Be bold www.highrisehq.com 27
  28. 28. Be original – What works best for you? www.craigslist.org 28
  29. 29. Recap 1. Planning 2. Consistency 3. Optimization 4. Typography 5. Portability 6. Speed 7. Content 8. Accessibility 9. Technology 10.Interaction 29
  30. 30. The element of honesty I will write an article where the keyword “florist in I will write an article about dubai” will appear 6 flower arrangements… times… Vs. Write content for users…not search engines 30
  31. 31. The element of sharing… Think Wikipedia You get the idea… 31
  32. 32. The element of consistency… Stick to your plan 32
  33. 33. Attract + ConvertWhen you get it right? 33
  34. 34. When you get it right… Traffic Generation: Search, Outside the Referrals, Direct, Affiliates website Brand discovery Brand recall On the website Brand loyalty 34
  35. 35. …this is what happens… Attract Convert Website Business Brand recall, Word of Mouth, Direct Traffic 35
  36. 36. Do people search for “online shopping portal” or visit www.souq.comDo people search for “online classifieds portal” or visit www.dubizzle.com Brand recall, Word of Mouth, Direct Traffic 36
  37. 37. The aim… Maximum “Direct Traffic” to your site Demonstrates: Brand visibility and brand recall…. Branding/ marketing must be involved 37
  38. 38. Who do you need to get it done?(--------------------------- ?-------------------------------) 38
  39. 39. Things can go wrong when marketing meets IT Playtime over boys….back to work IT Marketing 39
  40. 40. You need someone to … Build your equity and assets on the online digital platform 1. Bring together Marketing and IT 2. Set the overall objective and constantly remind people about it 3. Get the simple things right …(which is not simple) 4. Create a plan 5. Stick to the plan 40
  41. 41. What must you check? 1. Number of visits 1. Direct 2. Search 3. Referral Install Google Analytics 4. Advertisement 2. Bounce rate 3. Conversion rate 4. Average Time on Site/ Page 5. Return visitors 41
  42. 42. SummaryRewind and then I stop 42
  43. 43. Web 2.0 Web 2.0 is an architecture of collaboration Tim O’ Reilly 43
  44. 44. Web 2.0 is by the people People have absolute power to determine what they like or don’t like online 44
  45. 45. The web is used by people People with families 45
  46. 46. The web is used by people People with passion 46
  47. 47. The web is used by people People with aspirations 47
  48. 48. The web is used by people People like you and me 48
  49. 49. Stay people focused (not search engine focused) Build your site for the people Be honest, Be sharing, Be consistent Stick to the plan… The search engines will come SEARCHING for you… 49
  50. 50. Thank youAnup NarayananFeb 19, 2012 50
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×