SEO and Usability (SMX Singapore)

SEO and Usability?

Kapil Gupta

Co-founder, OMLogic Consulting

What is Usability?

Providing customers

What they want

Where they want

If they can’t find it, its not there

My Online Marketing Background

Active user for more than a decade

Fascinated by the technology and industry.

Google, Yahoo, Baidu stock investor since 2004

Keenly followed “what’s new” in Search Engine World.

Glad I got out last year.

Developed expertise in Online Customer Behavior

Online Marketing as a career since Nov’2006

Online Marketing Strategy for B2B and B2C companies

SEO / SEM implementations impacting business results

Why do Search Engines Exist?

A Web search engine is a search engine designed to algorithmically search for information on the World Wide Web.

The usefulness of a search engine depends on the relevance of the result set it gives back. While there may be millions of webpages that include a particular word or phrase, some pages may be more relevant, popular, or authoritative than others.

Most search engines employ methods to rank the results to provide the "best" results first. The methods also change over time as Internet usage changes and new techniques evolve.

Where Would You Click?

Evolution of Search Engine

Index

Keywords

Phrases

Content Relevancy

Geo-Targeting / Localized Search

Provide “Optimal Result”

Emulate “Real Searchers”

Emulate “You”. Use searchers preferences and profile while emulating “real searchers”

How People Choose to Click?

For People to Click on a link:

Provide Appropriate Messaging.

Address all their concerns.

Begin with Title / Description and go deep into the sales cycle.

SEO Services must accomplish this task.

SEO == Ranks and Web Traffic The Biggest Myth…

Let’s look at an example

Now Imagine Real Searchers and how they might think:

What does the company offer (SCJP Exam prep to pass SCJP Certification Exam)

What have they done so far (Since 2000, 1M+ users, 50K customer)

What did other people get from them (99.7% success)

Will they be valuable for me (Comprehensive report)

Can I try (free mock test)

Are they a 2-4 people shop (ISO9001 certification)

Can I trust them (100% guarantee)

This looks like the site I want. Let me go-forward.

New World SEO

Keyword Stuffing

Keyword Targeting and Link Building

Providing Relevant Content

Building trust and rapport with the visitor

Addressing visitor concerns

Providing pull to convert

SEO must provide Conversion from

search to click,

click to engagement

engagement to lead and/or sale

Conversion Oriented SEO

Ensuring you communicate effectively with

All potential customer segments

People in Different Phases of Buying Cycle

People with Varied Behavior

‘ Decision Makers’ vs ‘Influencers’

With appropriate message and communication

Which handles all customer concerns

Above all: Providing a strong “call for action”

And fulfilling all requirements for your potential customer to accept your call for action.. ALWAYS

Example: Conversion Oriented PR

Delhi, India, 19 th December 2007 – OMLogic Consulting enters into Online Event Promotion as the Online Marketing Partner for TIE Entrepreneurial Summit 2007 (TES) .

Announcing the success of TIE Entrepreneurial Summit 2007 Online Promotion Campaign, Mr. Pradeep Chopra, Director and Marketing Head, OMLogic Consulting, said, we are happy to be a part of TES, which focuses on developing the Entrepreneurial talent in Asia. This event provided us an opportunity to prove our expertise in event promotion.

Added Mr. Digbijoy Shukla, Associate Director, TIE New Delhi, we are very pleased with the results of the Online promotion campaign performed by OMLogic Consulting for TES 2007. OMLogic played an instrumental role in our marketing efforts to promote & brand the TES 2007 as perhaps the largest gathering of entrepreneurs & Investors in Asia. OMLogic helped us to reach out to the world at large through a very structured & result oriented approach in reaching the right set of audience who would be interested in the summit. OMLogic’s commitment, ownership & result orientation to the assignment delivered wonderful results & played an important role in helping us surpass our target of registered delegates

TiE Summit connects over 1500 entrepreneurs from across the Asia to world’s leading investors. Focused on inspiring and educating entrepreneurs as well as debating aspects that influence the entrepreneurial environment and opportunities in the Indian market, TES is one of Asia’s largest conventions for entrepreneurs. This year’s theme, ‘Entrepreneurship is the Future’, revolved around developments in not only conventional fields like Technology, Consumer Businesses and Media but also entrepreneurial opportunities in emerging areas such as Lifestyle, Social Entrepreneurship, CleanTech etc.

Mr. Pradeep Chopra further added that OMLogic Consulting’s promotion campaign provided 27% of the potential delegates to the TES 2007 web-portal during the month of November and December. This corresponded to a total of 6000+ potential delegates. Also, OMLogic improved the web-sales process for TES.

Added Mr. Digbijoy Shukla, Associate Director, TIE New Delhi, “ we are very pleased……..”

TiE Summit connects over 1500 entrepreneurs from across Asia …………

Mr. Pradeep Chopra further added that OMLogic Consulting’s promotion campaign provided 27% of the potential delegates to the TES 2007 web-portal during the month of November and December. This corresponded to a total of 6000+ potential delegates. Also, OMLogic improved the web-sales process for TES.

Online Event Promotion is the promotion of an event using Internet and search engines to reach your potential customers. Online Event Promotion is increasingly gaining importance as the media of choice for all events WorldWide. Online Event Promotion provides global reach and is extremely cost effective as compared to traditional Event Promotion medias such as Television, Radio, Newspapers and Banners.