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How a website can work for you

How a website can work for you



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

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



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    How a website can work for you How a website can work for you Presentation Transcript

    • How a Website Can Work for You by Ash Nallawalla [email_address] www.trainsem.com Copyright © 2007 Ash Nallawalla. All rights reserved.
    • Introduction – Ash Nallawalla
      • Full-time SEO / PPC practitioner since 2002 (worked on nearly 2,000 websites)
      • Qualified Google Advertising Professional
      • On the web since 1987
      • Background:
        • Traditional and online marketing at Unisys, Hayes, Tennyson, *Selectica, *Macromedia, *sem911.com, *Melbourne IT, and now trainSEM.com
      • * = web-related companies
      12/04/10 www.trainSEM.com trains ‘em!
    • Fundamental Principle
      • It’s all about:
      • Traffic
      12/04/10 www.trainSEM.com trains ‘em!
    • Step 1. Plan Your Site
      • Objectives, e.g.
        • More sales
        • More sign-ups
        • More participation
      • Audience, e.g.
        • Nursing mothers
        • Mothers of toddlers, teenagers, etc
        • Young couples
      • Marketing Strategy
        • How will you target them – online, offline etc
        • Domain name – branding and SEO aspects
      12/04/10 www.trainSEM.com trains ‘em!
    • Step 1a. Research
      • Competitors (from a website perspective)
        • Who is ranking high?
        • What are they saying?
        • What are their offerings?
        • Research their keyphrases.
      12/04/10 www.trainSEM.com trains ‘em! http://www.axandra.com/go.to/ibp9
    • Step 2. Design the Site
      • More text, fewer pictures and Flash
      • More relevant text, less marketese
        • Searchers don’t use superlatives e.g. “best baby clothes” or “preeminent importer of baby toys”
        • Use the language of the audience in your site
      • Position the words prominently
        • Title tag, H1, first para
        • Do not overuse the same phrase: 2-3 times max
      • 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.
      12/04/10 www.trainSEM.com trains ‘em!
    • Step 2a. Give the Spider Some Food
      • Examples of four PR company websites:
      12/04/10 www.trainSEM.com trains ‘em!
    • Step 3. Content is King
      • Creating content is easier said than done.
      • Create the core content – more text, etc
      • Fresh content – how?
        • Blog with news about your business
        • Tip of the day
        • Visitor participation? – forum, blog comments etc – use with care
      12/04/10 www.trainSEM.com trains ‘em!
    • Step 3a. Example: blogworks.in/blog
      • Rajesh Lalwani – New Delhi based consultant.
      12/04/10 www.trainSEM.com trains ‘em!
    • Step 4. Build a Mailing List
      • Everything else then becomes easier.
      • Heed the Privacy Act
      • Double Opt-In
      • Newsletter subscribers
      • Blog readers
      • = Traffic
      12/04/10 www.trainSEM.com trains ‘em!
    • Step 5. Become Visible
      • Step outside your website.
      • Find complementary sites, e.g. blogs, forums, and participate. Mention your website in your signature, which appears below your post.
      • Submit your URL to quality directories and the main search engines (not necessary but might as well do it)
      • Get written up by the news media.
      • Mention the URL on all collateral and anywhere else if it looks right.
      12/04/10 www.trainSEM.com trains ‘em!
    • Example: After some forum participation 12/04/10 www.trainSEM.com trains ‘em! About 5 posts made in 3 forums More than doubled the traffic!
    • Step 6. Become More Visible
      • But that’s not enough.
      • Consider Affiliate Marketing
        • Pay a generous commission for a sale
        • Two-tier structure – encourages top tier to find more affiliates
        • Long cookie duration
        • Protect your brand – affiliates cannot bid on your keywords
      12/04/10 www.trainSEM.com trains ‘em!
    • Example of Affiliate Site
      • Amazon aStore at www.zuneusergroup.com
      12/04/10 www.trainSEM.com trains ‘em!
    • Step 7. Pay for Traffic
      • Sometimes, you have to pay to get traffic.
      • Google AdWords/Yahoo Search Marketing/Sensis BidSmart – pay-per-click (PPC) – mislabelled “SEM” by some.
      • Easy to implement, targeted, cheaper than Yellow Pages, fixed daily budget
      • Also easy to blow your money:
        • Poor keyword research
        • Poor targeting
        • Paying too much per click
        • Click fraud
        • Lack of time to do a good job
      12/04/10 www.trainSEM.com trains ‘em!
    • Step 8. Search Engine Optimisation
      • Involves:
      • Reworking some of the text.
      • Reworking some underlying code.
      • Obtaining quality links from other sites, esp “authority sites” in the same industry.
      • Sounds easy, doesn’t it?
      • Anyone, it seems, can say they “know SEO”, including web designers, but their sites show few signs of SEO best practices.
      • SEO is a marketing discipline, not an IT one. Check your SEO’s marketing credentials.
      12/04/10 www.trainSEM.com trains ‘em!
    • Some SEO Tips
      • 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::~~
      • Lots of relevant text high up on the page.
      • Headings
      • Get links from authority sites e.g. Vicnet
      12/04/10 www.trainSEM.com trains ‘em!
    • Thank You www.trainsem.com We can help with: Training SEO & PPC Web Design [email_address]