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Search & Web 2.0 presentation by Robert Beerworth at Sydney CeBIT 2008.

Search & Web 2.0 presentation by Robert Beerworth at Sydney CeBIT 2008.

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Search And Web 2.0 Search And Web 2.0 Presentation Transcript

  •  
    • Fractured finger
    • The middle of head cold
    • Teething 5 month old baby boy
    Apologies
    • 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
    • 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
    • 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
    • You can now search just for....
      • products
      • images
      • blogs
      • video
      • news
    New Search Avenues
  • 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…
    • 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…
    • Every decision on your website has to be about search
    Web 2.0 and Search 101
    • Hold up search and
    • compare every decision
    • you make online:
    • no Flash forms!
    Pin it to the wall...
    • 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
    • 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
  • 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 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?
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
  • 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
  • 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
    • Particularly necessary to blogs
    • Ping is an XML-RPC-based push mechanism
    • A ping is sent to ping servers when a site updates
    Pinging
    • Submit to search engines via webmaster tools
    • Gain backlinks on related and relevant websites
    • Marketing phase begins
    Submission Stage
    • 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
  • 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
    • 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
    • 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
    • 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
    • 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
    • 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
  • Questions PowerPoint available at www.robertbeerworth.com [email_address]