Building theme based website

Compare Infobase Limited An ISO 9001 : 2000 Certified Company

The Compare way since 1998 Building Theme based website

What is a Theme
Theme is a story you write for Search Engines and users - to accept you as an authority on that subject
Theme discovery is very closely linked to project conceptualization
Objectives of Project initiation must be kept in mind while doing Theme Discoveries
Theme based websites are very much like Theme based parties - which give very unique character to the party and to the host

Adding More Themes
Sites evolve and go beyond the central theme they were made around.
This fact pushes the need to have multiple themes to a website which was created for a single theme
Additional themes can be disjointed or co-joining to the main theme
Additional themes can leverage on existing links of existing themes but must go beyond existing links

Landing Page Optimization
A theme based website must visually give a feel to the user that he / she has reached the right place
A theme based website must convey to the Search Engine the depth of knowledge and relevancy of the landing page
The landing page for a theme based website has to be divided between a destination and a transit point
Making a landing page of a theme based website only as a destination kills inbound traffic movement and only making a landing page as a transit page would dilute the optimization

Statistical Analysis of Incoming Traffic
Theme based websites are developed after researching and documenting key expected traction areas
The best of the research can only lead to 20% of predictability of themes ever evolving nature
The real time exposure of the themes on the search engines and search engines mating the theme with user’s requirements throw up unexpected new traction points and new sub-themes and sometimes every point you to multiple themes

Analysis of Competitor’s themes
By the time your theme based website would move from Idea to incubation your competitor would have moved or extended his theme to various interesting and “current” extensions
It is very important to leverage competitor’s leanings to your own theme at every stage
To discover a competitor’s theme you must very minutely study the inbound links to that page and outbound from that page to the site and outside the site

Creating Sub-themes
Themes need to be dependent on Search phrases thrown up by search engines
Search phrases sometimes reflect extensions which may not be mission critical at this stage but may have a huge potential in times to come
These phrases need to be attended to and evolved into sub-themes to keep the evolution process going.

Managing Multiple Themes
It is very important to create iron curtains between the themes to the extent possible
It always helps to not having to manage multiple themes
Lot of people attribute Yahoo’s disaster and coming down to its mismanagement of multiple themes
Multiple themes can always make you loose the central theme or character of your site for instance Yahoo and Google keeping Youtube separate than Google.com
Compare has successfully managed to introduce multiple themes in Mydearvalentine.com. MDVC has a mature theme of Valentine day and now has a very strong theme of love and romance

Reaching Targeted Communities
Compare Infobase probably is the 1 st company to introduce theme based website in India if not in the world.
Compare introduced a Pongal, A Malayali festival, A Baisakhi, A Janamashtami way back in 1999 realizing that creating and carrying multiple themes on Dgreetings.com would be a challenge
Themes should very clearly address the aspirations from the side of the User community. For this it is essential to preempt and to document the expected aspirations of the user. For instance, aspirations of a User for a theme based website on Rakshabandhan would be the following:
I should be able to send a Rakhi
I should be able to send a Rakhi with Gift
I should be able to send a Rakhi with sweets & gift
I should be able to send only a Rakhi card an no Rakhi
I should be able to select a unique message
I should be able to select a time of delivery
And so on….

Link Building
You have to build a site as a Silo but you don’t have to live the site as a Silo
You need relevant links to the site to the theme from within the site and from outside
Every time you give a link within the site you loose certain page rank
Page rank management becomes very crucial when it comes to brining up a theme and creating sub-themes
No follow tags do help a lot when you are evolving a theme based website as the organic traffic flow happens but the page rank does not get affected

Planning Navigation
Navigation is the biggest challenge for a theme based site.
Where to send & where to monetize & where to just let the user go out?
Navigation must flow beyond low hanging fruit, we must direct as much traffic to competitive words from weak words & phrases

Planning No-follows
Everything said & done, Page Rank remains important.
Every time we send a link we lose some weight of the page from where the link is going. No-follow ensures that spiders don’t take it as a natural / organic resource and read it as a specific rather than a generic link.
Protecting Page Rank is critical, still.

Content Targeting
I Want Vs I Want
Of Course what user wants comes first, what we want has to be sold, it can never be given
Gender/ Geography/ Income/ Age/ Race/ Education/ Religion/ Language/ Passion (All Music Lovers/ All Football Fans etc.) ‏
Segmenting content for each target user segment
Quality eventually holds the key
Theme should never be lost

Planning Keyword Densities
Be Natural
Being natural is a variable, definition of natural changes with every crawl of search engine
Under hurts. Over kills. “The Kill” lies somewhere in between
One wrong move & you are a spammer & you burn a domain
Smart use Vs Abuse – remains a priority

Social Media Strategy for Theme Based Websites
It is all about
Communities
Being seen
Rub-off
CURRENT
Communities desire instant value
Engaging a community needs constant “Hot Triggers”
For a theme based website – the SM strategy has to begin with “Omnipresence & end with Consistency) ‏

Maintaining & Growing Themes
Kyon Ki saas Bhi Kabhi Bahu Thi
Maintaining a theme needs constant research to understand changing needs of users
Themes need tweaking
Growing themes has a lot to do with “Drill Down” approach
Drill downs may give birth to independent themes. Be always ready

Building theme based website

by Simarprit Singh

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Building theme based website Presentation Transcript