How a website can work for you


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Generic introduction to SEO for a non-technical audience in Melbourne, Australia 2007.

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How a website can work for you

  1. 1. How a Website Can Work for You by Ash Nallawalla [email_address] Copyright © 2007 Ash Nallawalla. All rights reserved.
  2. 2. Introduction – Ash Nallawalla <ul><li>Full-time SEO / PPC practitioner since 2002 (worked on nearly 2,000 websites) </li></ul><ul><li>Qualified Google Advertising Professional </li></ul><ul><li>On the web since 1987 </li></ul><ul><li>Background: </li></ul><ul><ul><li>Traditional and online marketing at Unisys, Hayes, Tennyson, *Selectica, *Macromedia, *, *Melbourne IT, and now </li></ul></ul><ul><li>* = web-related companies </li></ul>12/04/10 trains ‘em!
  3. 3. Fundamental Principle <ul><li>It’s all about: </li></ul><ul><li>Traffic </li></ul>12/04/10 trains ‘em!
  4. 4. Step 1. Plan Your Site <ul><li>Objectives, e.g. </li></ul><ul><ul><li>More sales </li></ul></ul><ul><ul><li>More sign-ups </li></ul></ul><ul><ul><li>More participation </li></ul></ul><ul><li>Audience, e.g. </li></ul><ul><ul><li>Nursing mothers </li></ul></ul><ul><ul><li>Mothers of toddlers, teenagers, etc </li></ul></ul><ul><ul><li>Young couples </li></ul></ul><ul><li>Marketing Strategy </li></ul><ul><ul><li>How will you target them – online, offline etc </li></ul></ul><ul><ul><li>Domain name – branding and SEO aspects </li></ul></ul>12/04/10 trains ‘em!
  5. 5. Step 1a. Research <ul><li>Competitors (from a website perspective) </li></ul><ul><ul><li>Who is ranking high? </li></ul></ul><ul><ul><li>What are they saying? </li></ul></ul><ul><ul><li>What are their offerings? </li></ul></ul><ul><ul><li>Research their keyphrases. </li></ul></ul>12/04/10 trains ‘em!
  6. 6. Step 2. Design the Site <ul><li>More text, fewer pictures and Flash </li></ul><ul><li>More relevant text, less marketese </li></ul><ul><ul><li>Searchers don’t use superlatives e.g. “best baby clothes” or “preeminent importer of baby toys” </li></ul></ul><ul><ul><li>Use the language of the audience in your site </li></ul></ul><ul><li>Position the words prominently </li></ul><ul><ul><li>Title tag, H1, first para </li></ul></ul><ul><ul><li>Do not overuse the same phrase: 2-3 times max </li></ul></ul><ul><li>Avoid Javascript for drop-down effects. If you must, be sure to provide a sitemap for the spiders so they can find all your pages. </li></ul>12/04/10 trains ‘em!
  7. 7. Step 2a. Give the Spider Some Food <ul><li>Examples of four PR company websites: </li></ul>12/04/10 trains ‘em!
  8. 8. Step 3. Content is King <ul><li>Creating content is easier said than done. </li></ul><ul><li>Create the core content – more text, etc </li></ul><ul><li>Fresh content – how? </li></ul><ul><ul><li>Blog with news about your business </li></ul></ul><ul><ul><li>Tip of the day </li></ul></ul><ul><ul><li>Visitor participation? – forum, blog comments etc – use with care </li></ul></ul>12/04/10 trains ‘em!
  9. 9. Step 3a. Example: <ul><li>Rajesh Lalwani – New Delhi based consultant. </li></ul>12/04/10 trains ‘em!
  10. 10. Step 4. Build a Mailing List <ul><li>Everything else then becomes easier. </li></ul><ul><li>Heed the Privacy Act </li></ul><ul><li>Double Opt-In </li></ul><ul><li>Newsletter subscribers </li></ul><ul><li>Blog readers </li></ul><ul><li>= Traffic </li></ul>12/04/10 trains ‘em!
  11. 11. Step 5. Become Visible <ul><li>Step outside your website. </li></ul><ul><li>Find complementary sites, e.g. blogs, forums, and participate. Mention your website in your signature, which appears below your post. </li></ul><ul><li>Submit your URL to quality directories and the main search engines (not necessary but might as well do it) </li></ul><ul><li>Get written up by the news media. </li></ul><ul><li>Mention the URL on all collateral and anywhere else if it looks right. </li></ul>12/04/10 trains ‘em!
  12. 12. Example: After some forum participation 12/04/10 trains ‘em! About 5 posts made in 3 forums More than doubled the traffic!
  13. 13. Step 6. Become More Visible <ul><li>But that’s not enough. </li></ul><ul><li>Consider Affiliate Marketing </li></ul><ul><ul><li>Pay a generous commission for a sale </li></ul></ul><ul><ul><li>Two-tier structure – encourages top tier to find more affiliates </li></ul></ul><ul><ul><li>Long cookie duration </li></ul></ul><ul><ul><li>Protect your brand – affiliates cannot bid on your keywords </li></ul></ul>12/04/10 trains ‘em!
  14. 14. Example of Affiliate Site <ul><li>Amazon aStore at </li></ul>12/04/10 trains ‘em!
  15. 15. Step 7. Pay for Traffic <ul><li>Sometimes, you have to pay to get traffic. </li></ul><ul><li>Google AdWords/Yahoo Search Marketing/Sensis BidSmart – pay-per-click (PPC) – mislabelled “SEM” by some. </li></ul><ul><li>Easy to implement, targeted, cheaper than Yellow Pages, fixed daily budget </li></ul><ul><li>Also easy to blow your money: </li></ul><ul><ul><li>Poor keyword research </li></ul></ul><ul><ul><li>Poor targeting </li></ul></ul><ul><ul><li>Paying too much per click </li></ul></ul><ul><ul><li>Click fraud </li></ul></ul><ul><ul><li>Lack of time to do a good job </li></ul></ul>12/04/10 trains ‘em!
  16. 16. Step 8. Search Engine Optimisation <ul><li>Involves: </li></ul><ul><li>Reworking some of the text. </li></ul><ul><li>Reworking some underlying code. </li></ul><ul><li>Obtaining quality links from other sites, esp “authority sites” in the same industry. </li></ul><ul><li>Sounds easy, doesn’t it? </li></ul><ul><li>Anyone, it seems, can say they “know SEO”, including web designers, but their sites show few signs of SEO best practices. </li></ul><ul><li>SEO is a marketing discipline, not an IT one. Check your SEO’s marketing credentials. </li></ul>12/04/10 trains ‘em!
  17. 17. Some SEO Tips <ul><li>The title tag is the most important part of your web page. Don’t waste it with “Welcome to XYZ Pty Ltd” or “~~::ABC Company::~~ </li></ul><ul><li>Lots of relevant text high up on the page. </li></ul><ul><li>Headings </li></ul><ul><li>Get links from authority sites e.g. Vicnet </li></ul>12/04/10 trains ‘em!
  18. 18. Thank You We can help with: Training SEO & PPC Web Design [email_address]