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Fractured finger

The middle of head cold

Teething 5 month old baby boy

Search then and now, and why it’s changed The Web 2.0 Search Strategy: traffic Gaining visibility From the perspective of web development: how can I use search, practically and non-technically? Outline of Presentation

Search then and now, and why it’s changed

The Web 2.0 Search Strategy: traffic

Gaining visibility

From the perspective of web development: how can I use search, practically and non-technically?

Reflected the web as it was then... Static, simple and easy manipulated Scant benefit to users Irrelevant results Took forever to get listed Think Altavista, Lycos, Looksmart Web 1.0 Search

Reflected the web as it was then...

Static, simple and easy manipulated

Scant benefit to users

Irrelevant results

Took forever to get listed

Think Altavista, Lycos, Looksmart

Reflects the web now... Much more diverse organic results Immediately listing pages in the results: users receive the very latest content Search provide great deal of traffic Many avenues for search other than search: user/search fragmentation Web 2.0 Search

Reflects the web now...

Much more diverse organic results

Immediately listing pages in the results: users receive the very latest content

Search provide great deal of traffic

Many avenues for search other than search: user/search fragmentation

You can now search just for.... products images blogs video news New Search Avenues

You can now search just for....

products

images

blogs

video

news

The Web 2.0 Search Strategy: traffic

Most businesses still develop their websites with Web 1.0 Search in-mind. Very few new businesses websites take advantage – or at least proper advantage – of Web 2.0 and search. You need constant evolution – because search is constantly evolving. The problem currently…

Most businesses still develop their websites with Web 1.0 Search in-mind.

Very few new businesses websites take advantage – or at least proper advantage – of Web 2.0 and search.

You need constant evolution – because search is constantly evolving.

Assuming search means traffic, and traffic is the objective, search is much more than search engines. It means taking advantage of social networks and back-linking, blogging and content syndication. It’s also important to remember…

Assuming search means traffic, and traffic is the objective, search is much more than search engines.

It means taking advantage of social networks and back-linking, blogging and content syndication.

Every decision on your website has to be about search Web 2.0 and Search 101

Every decision on your website has to be about search

Hold up search and compare every decision you make online: no Flash forms! Pin it to the wall...

Hold up search and

compare every decision

you make online:

no Flash forms!

The key to your success is traffic and without traffic it doesn’t matter. You can have the best content, the lowest prices, the best design. But without traffic, no one will know.... Search

The key to your success is traffic and without traffic it doesn’t matter.

You can have the best content, the lowest prices, the best design.

But without traffic, no one will know....

If you’re not concentrating on search, you’ll be second to someone that is. You could be beaten by an offshore or interstate competitor. Being number one is essential. The different between position 1 and position 11 is 8 times the traffic. Today it’s totally about search

If you’re not concentrating on search, you’ll be second to someone that is.

You could be beaten by an offshore or interstate competitor.

Being number one is essential.

The different between position 1 and position 11 is 8 times the traffic.

Web 2.0 development with search

You have to create an Internet business; building a website for an offline business is not good enough. Customers are attracted very differently to the two: brands are less important. A website designed with search in mind will attract more traffic Strategy 2.0 – the online mindset

You have to create an Internet business; building a website for an offline business is not good enough.

Customers are attracted very differently to the two: brands are less important.

A website designed with search in mind will attract more traffic

You must have a business plan that will provide benefit, whatever it is. Is it to sell products? Is it lead generation, for offline? Is the site supported by advertising? Can it rely on user generated content? What’s the business plan?

You must have a business plan that will provide benefit, whatever it is.

Is it to sell products?

Is it lead generation, for offline?

Is the site supported by advertising?

Can it rely on user generated content?

Identify a niche What do people search to reach that niche? Do users use local terms “widgets Sydney” Is it long-tail or short? Consider using a third party. Research Phase

Identify a niche

What do people search to reach that niche?

Do users use local terms “widgets Sydney”

Is it long-tail or short?

Consider using a third party.

Indentify direct and indirect competitors, locally and offshore Your offline competitors will be different to your online competitors Your competitors are those in the number 1 – 10 positions Research Phase

Indentify direct and indirect competitors, locally and offshore

Your offline competitors will be different to your online competitors

Your competitors are those in the number 1 – 10 positions

What type of content will you be publishing? The type your customers are searching for; Consider where the buyer is in the purchasing cycle; buyers and influencers need different content: 100k hits, 100 forms. Content Publishing

What type of content will you be publishing?

The type your customers are searching for; Consider where the buyer is in the purchasing cycle; buyers and influencers need different content: 100k hits, 100 forms.

Build with best practise Forget designing key content pages in Flash Create content pages that can be reached by search engines Don’t forget about the user experience; can it be read? Design pages with text Designing and building Web 2.0

Build with best practise

Forget designing key content pages in Flash

Create content pages that can be reached by search engines

Don’t forget about the user experience; can it be read?

Design pages with text

Content shouldn’t be hidden from the search engines: even hidden content. Dynamically use meta data like titles, descriptions, keywords Don’t forget user-generated content Create Sitemaps regularly - don’t rely on the search engines to find content: and evolve and grow Indexable Pages

Content shouldn’t be hidden from the search engines: even hidden content.

Dynamically use meta data like titles, descriptions, keywords

Don’t forget user-generated content

Create Sitemaps regularly - don’t rely on the search engines to find content: and evolve and grow

Joost is a IPTV application Runs as a program on your computer Every channel and video has a direct link which is indexable Fifth Gear Channel http://www.joost.com/01900b6 Audi S5 v BMW 335i Shoot-Out – video information page http://www.joost.com/01900gi URL which launches the video joost://01900gi Example 1: Joost – Video Content

Joost is a IPTV application

Runs as a program on your computer

Every channel and video has a direct link which is indexable

Fifth Gear Channel http://www.joost.com/01900b6

Audi S5 v BMW 335i Shoot-Out – video information page http://www.joost.com/01900gi

URL which launches the video joost://01900gi

Linkedin a social networking tool for business Publishes a page of every member Has 20 million pages indexed in Google Has 26 million pages indexed in Yahoo Generally ranks in the top ten for name searches Example: 2 Linkedin User Generated Content

Linkedin a social networking tool for business

Publishes a page of every member

Has 20 million pages indexed in Google

Has 26 million pages indexed in Yahoo

Generally ranks in the top ten for name searches

Example 2: Linkedin Publishes the name 4 times on each page for keyword density

On site Search Every website or application should provide search Providing quality search results is essential Search can contribute to increased page views Systems such as a Google Box provide metrics i.e. number of searches, searches with no results No results search can help tailor future content

Every website or application should provide search

Providing quality search results is essential

Search can contribute to increased page views

Systems such as a Google Box provide metrics

i.e. number of searches, searches with no results

No results search can help tailor future content

Send your content out…

Use RSS to push out new content to search engines Develop content specific feeds i.e. video feed, blog feed etc Decide what content to publish as it happens Submit to relevant syndication sites like www.plugger.com.au or www.topix.net Syndication

Use RSS to push out new content to search engines

Develop content specific feeds i.e. video feed, blog feed etc

Decide what content to publish as it happens

Submit to relevant syndication sites like www.plugger.com.au or www.topix.net

Particularly necessary to blogs Ping is an XML-RPC-based push mechanism A ping is sent to ping servers when a site updates Pinging

Particularly necessary to blogs

Ping is an XML-RPC-based push mechanism

A ping is sent to ping servers when a site updates

Submit to search engines via webmaster tools Gain backlinks on related and relevant websites Marketing phase begins Submission Stage

Submit to search engines via webmaster tools

Gain backlinks on related and relevant websites

Marketing phase begins

Use Web 2.0 for statistics and metrics Google Analytics for traffic sources, referrals etc Crazy Egg for visualisation of where people click Woopra for real-time reporting Statistics & Metrics

Use Web 2.0 for statistics and metrics

Google Analytics for traffic sources, referrals etc

Crazy Egg for visualisation of where people click

Woopra for real-time reporting

Gaining Search visibility using Web 2.0

Add major social bookmarking links on your site to encourage interaction. Include: del.icio.us www.delicious.com StumbleUpon www.stumbleupon.com Digg www.digg.com Yahoo Buzz buzz.yahoo.com Social Bookmarking

Add major social bookmarking links on your site to encourage interaction.

Include:

del.icio.us www.delicious.com

StumbleUpon www.stumbleupon.com

Digg www.digg.com

Yahoo Buzz buzz.yahoo.com

Creating a presence on all Social Networking sites such as: Facebook, Bebo, Twitter, Linkedin Its costs nothing to establish presence Consider developing an application on Facebook Developer platform or on Google Open Social Development typically takes between 2 weeks and 15 weeks Web 2.0 Social Networks

Creating a presence on all Social Networking sites such as:

Facebook, Bebo, Twitter, Linkedin

Its costs nothing to establish presence

Consider developing an application on Facebook Developer platform or on Google Open Social

Development typically takes between 2 weeks and 15 weeks

Allows bloggers & companies to publish feeds on Facebook Works on both Facebook Profiles & Pages Automatically creates links to new content on your site Over 20k installations globally http://apps.facebook.com/blogrssreader/ Web 2.0 Case Study Facebook Blog RSS Feed Reader

Allows bloggers & companies to publish feeds on Facebook

Works on both Facebook Profiles & Pages

Automatically creates links to new content on your site

Over 20k installations globally

http://apps.facebook.com/blogrssreader/

Allow you to share and discover products with other consumers: customers you’d never have Allows you to submit your own products Typically have been US based. Ideal for ecommerce sites Social Shopping www.thisnext.com www.mypicklist.com www.kaboodle.com

Allow you to share and discover products with other consumers: customers you’d never have

Allows you to submit your own products

Typically have been US based.

Ideal for ecommerce sites

The major engines now accept submissions of products Update them via custom XML feeds Product Search Engines products.live.com www.google.com/products shopping.yahoo.com

The major engines now accept submissions of products

Update them via custom XML feeds

For bricks and mortar stores its essential to be found Ensure that your address is in address micro format Submit your stores and offices to the following sites: Mapping maps.live.com www.google.com.au/maps www.whereis.com au.maps.search.yahoo.com

For bricks and mortar stores its essential to be found

Ensure that your address is in address micro format

Submit your stores and offices to the following sites:

Questions PowerPoint available at www.robertbeerworth.com [email_address]