SEO for CEOs
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SEO for CEOs

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Why corporate CEOs need to be more involved with their website deliberations and not delegate it to the wrong execs.

Why corporate CEOs need to be more involved with their website deliberations and not delegate it to the wrong execs.

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  • This presentation can also been called SEO for CXOs.
  • I will be speaking to you as if you are the CEO of a large company. Of course, there won’t be many of those in this room, so you may want to convey this message to them.
  • It’s unfortunate when a new site gets it wrong. You wonder if anyone did any testing. We’ll see shortly that this example wasn’t something only for techies to notice.
  • I fly Singapore Airlines within Asia and wasn’t surprised at this reaction from someone.
  • Luckily for them, this outage wasn’t a big one.
  • Look at the Google search results for “Target”. Notice the Gift Registries entry.
  • The real issue is customers who can’t get to their gift registry.
  • Here we try a non-existent URL, say, if one clicks a link that leads to an error page. If the page does not return a 404 error, then search engines won’t fix their index.
  • The bigger the project, the greater the risk of these errors occurring.
  • Your legal team might not realise that the new website could lead to lawsuits.
  • Even the government can get it wrong.
  • The lower the position of the in-house SEO, they will not hear about major changes until they happen.

SEO for CEOs Presentation Transcript

  • 1. SEO for CEOs (Getting the most from your SEO) by Ash Nallawalla CEO, TrainSEM.com/Twemps.com
  • 2. Bio
    • SEO consultant and trainer – TrainSEM.com
      • Clients include SEO agencies and businesses.
    • Social networking outsourcer – Twemps.com
      • We engage on behalf of clients.
    • Local Search forum moderator, webmasterworld.com
    • Past SEO agency manager (2000+ clients)
    • Past in-house SEO: YellowPages.com.au, WhitePages .com.au, CitySearch.com.au, WhereIs.com.au, etc
    • Email: ash@trainsem.com
    • Personal blog: www.netmagellan.com
  • 3. Should this happen to a new site?
    • Blog reaction:
    http://authoritylabs.com/blog/omg-target-really/
  • 4. When customers hate the new site http://www.change.org/petitions/singapore-airlinesbrplease-give-us-back-the-old-website
  • 5. When customers can’t open your site
    • It’s bad enough to be down, but worse when your error message is indexed.
  • 6. Involve your SEO agency…
    • What is wrong with this Google search result for “target”?
    • Ask your SEO.
  • 7. It’s all about the customer, right?
    • Gift registries broken? (sitelink)
    • Never mind SEO, but why annoy customers?
  • 8. And why annoy Google?
    • This is a bit technical — server headers.
    • Say, this was a link on some page.
    • Ask your SEO why this is bad for Google.
  • 9. What can go wrong with a new site?
    • Poor information architecture
    • Web platform not search engine friendly
    • Poor usability
    • Poor accessibility
    • Inadequate server
    • Poor search engine optimisation (SEO)
    • etc
  • 10. Poor specification
    • A website spec might address security, interoperability, functionality, etc.
    • But it might suck at search engine visibility and need to be propped up with paid advertising indefinitely.
    • Most high-end ecommerce platforms are not search friendly out of the box.
    • Get your SEO included in the specification team.
  • 11. Visits = Customers
    • If a prospect can’t find your pages in Google Search, they won’t come.
      • If they do come but can’t use the site, they won’t buy or return.
    • For every website decision, ask, “will this increase our web conversions, or not?”
    • Include your SEO in usability and accessibility discussions.
  • 12. Avoid lawsuits
    • One of the sites mentioned earlier was sued in 2006 for a lack of accessibility (Alt tags missing in images)
    • Their new site had some missing Alt tags.
    • Ask your SEO why legislation such as the ADA (in U.S.) or DDA (in Australia), etc cannot be ignored.
  • 13. Perfection is difficult
    • There are tools to check accessibility, e.g. http://validator.w3.org/ or http://atutor.ca/achecker/
    ada.gov
  • 14. Which tail wags the corporate dog?
    • A major ecommerce platform decision usually dictates the website portal and infrastructure around it.
    • A single vendor or integrator is chosen because it makes life easy for the IT and Finance people.
    • Don’t fall for it! They are not accountable for revenues.
    • Get the CMO and CIO to agree before making a platform decision. Include your impartial SEO in these meetings.
  • 15. Keep your SEO informed
    • Invite to important meetings that affect the website, e.g.:
      • Discussions of new functionality
      • Vendors who come to pitch their offerings
      • When drafting Request for Quotations
      • When evaluating RFQs
      • During Business Acceptance Testing (BAT)
  • 16. Finally — Promote your SEO
    • If you have an in-house SEO, elevate that position as high as you can in the marketing hierarchy.
    • If you have an SEO agency arrangement, include them in internal senior level meetings (preferably ones they can attend in person).
  • 17. Download this preso
    • If you are reading this as a PDF on the conference CD, you won’t see the brief notes. Grab the PPT from: http://www.trainsem.com/pubcon/
    • Contact: USA: +1 (310) 424-9296 (rings in AU) or AUS: +61 (3) 9600 3993
    • [email_address]
    • Thank you