Search And Web 2.0


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

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Search And Web 2.0

  1. 2. <ul><li>Fractured finger </li></ul><ul><li>The middle of head cold </li></ul><ul><li>Teething 5 month old baby boy </li></ul>Apologies
  2. 3. <ul><li>Search then and now, and why it’s changed </li></ul><ul><li>The Web 2.0 Search Strategy: traffic </li></ul><ul><li>Gaining visibility </li></ul><ul><li>From the perspective of web development: how can I use search, practically and non-technically? </li></ul>Outline of Presentation
  3. 4. <ul><li>Reflected the web as it was then... </li></ul><ul><li>Static, simple and easy manipulated </li></ul><ul><li>Scant benefit to users </li></ul><ul><li>Irrelevant results </li></ul><ul><li>Took forever to get listed </li></ul><ul><li>Think Altavista, Lycos, Looksmart </li></ul>Web 1.0 Search
  4. 5. <ul><li>Reflects the web now... </li></ul><ul><li>Much more diverse organic results </li></ul><ul><li>Immediately listing pages in the results: users receive the very latest content </li></ul><ul><li>Search provide great deal of traffic </li></ul><ul><li>Many avenues for search other than search: user/search fragmentation </li></ul>Web 2.0 Search
  5. 6. <ul><li>You can now search just for.... </li></ul><ul><ul><li>products </li></ul></ul><ul><ul><li>images </li></ul></ul><ul><ul><li>blogs </li></ul></ul><ul><ul><li>video </li></ul></ul><ul><ul><li>news </li></ul></ul>New Search Avenues
  6. 7. The Web 2.0 Search Strategy: traffic
  7. 8. <ul><li>Most businesses still develop their websites with Web 1.0 Search in-mind. </li></ul><ul><li>Very few new businesses websites take advantage – or at least proper advantage – of Web 2.0 and search. </li></ul><ul><li>You need constant evolution – because search is constantly evolving. </li></ul>The problem currently…
  8. 9. <ul><li>Assuming search means traffic, and traffic is the objective, search is much more than search engines. </li></ul><ul><li>It means taking advantage of social networks and back-linking, blogging and content syndication. </li></ul>It’s also important to remember…
  9. 10. <ul><li>Every decision on your website has to be about search </li></ul>Web 2.0 and Search 101
  10. 11. <ul><li>Hold up search and </li></ul><ul><li>compare every decision </li></ul><ul><li>you make online: </li></ul><ul><li>no Flash forms! </li></ul>Pin it to the wall...
  11. 12. <ul><li>The key to your success is traffic and without traffic it doesn’t matter. </li></ul><ul><li>You can have the best content, the lowest prices, the best design. </li></ul><ul><li>But without traffic, no one will know.... </li></ul>Search
  12. 13. <ul><li>If you’re not concentrating on search, you’ll be second to someone that is. </li></ul><ul><li>You could be beaten by an offshore or interstate competitor. </li></ul><ul><li>Being number one is essential. </li></ul><ul><li>The different between position 1 and position 11 is 8 times the traffic. </li></ul>Today it’s totally about search
  13. 14. Web 2.0 development with search
  14. 15. <ul><li>You have to create an Internet business; building a website for an offline business is not good enough. </li></ul><ul><li>Customers are attracted very differently to the two: brands are less important. </li></ul><ul><li>A website designed with search in mind will attract more traffic </li></ul>Strategy 2.0 – the online mindset
  15. 16. <ul><li>You must have a business plan that will provide benefit, whatever it is. </li></ul><ul><li>Is it to sell products? </li></ul><ul><li>Is it lead generation, for offline? </li></ul><ul><li>Is the site supported by advertising? </li></ul><ul><li>Can it rely on user generated content? </li></ul>What’s the business plan?
  16. 17. <ul><li>Identify a niche </li></ul><ul><li>What do people search to reach that niche? </li></ul><ul><li>Do users use local terms “widgets Sydney” </li></ul><ul><li>Is it long-tail or short? </li></ul><ul><li>Consider using a third party. </li></ul>Research Phase
  17. 18. <ul><li>Indentify direct and indirect competitors, locally and offshore </li></ul><ul><li>Your offline competitors will be different to your online competitors </li></ul><ul><li>Your competitors are those in the number 1 – 10 positions </li></ul>Research Phase
  18. 19. <ul><li>What type of content will you be publishing? </li></ul><ul><li>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. </li></ul>Content Publishing
  19. 20. <ul><li>Build with best practise </li></ul><ul><li>Forget designing key content pages in Flash </li></ul><ul><li>Create content pages that can be reached by search engines </li></ul><ul><li>Don’t forget about the user experience; can it be read? </li></ul><ul><li>Design pages with text </li></ul>Designing and building Web 2.0
  20. 21. <ul><li>Content shouldn’t be hidden from the search engines: even hidden content. </li></ul><ul><li>Dynamically use meta data like titles, descriptions, keywords </li></ul><ul><li>Don’t forget user-generated content </li></ul><ul><li>Create Sitemaps regularly - don’t rely on the search engines to find content: and evolve and grow </li></ul>Indexable Pages
  21. 22. <ul><li>Joost is a IPTV application </li></ul><ul><li>Runs as a program on your computer </li></ul><ul><li>Every channel and video has a direct link which is indexable </li></ul><ul><li>Fifth Gear Channel </li></ul><ul><li>Audi S5 v BMW 335i Shoot-Out – video information page </li></ul><ul><li>URL which launches the video joost://01900gi </li></ul>Example 1: Joost – Video Content
  22. 23. <ul><li>Linkedin a social networking tool for business </li></ul><ul><li>Publishes a page of every member </li></ul><ul><li>Has 20 million pages indexed in Google </li></ul><ul><li>Has 26 million pages indexed in Yahoo </li></ul><ul><li>Generally ranks in the top ten for name searches </li></ul>Example: 2 Linkedin User Generated Content
  23. 24. Example 2: Linkedin Publishes the name 4 times on each page for keyword density
  24. 25. On site Search <ul><li>Every website or application should provide search </li></ul><ul><li>Providing quality search results is essential </li></ul><ul><li>Search can contribute to increased page views </li></ul><ul><li>Systems such as a Google Box provide metrics </li></ul><ul><li>i.e. number of searches, searches with no results </li></ul><ul><li>No results search can help tailor future content </li></ul>
  25. 26. Send your content out…
  26. 27. <ul><li>Use RSS to push out new content to search engines </li></ul><ul><li>Develop content specific feeds i.e. video feed, blog feed etc </li></ul><ul><li>Decide what content to publish as it happens </li></ul><ul><li>Submit to relevant syndication sites like or </li></ul>Syndication
  27. 28. <ul><li>Particularly necessary to blogs </li></ul><ul><li>Ping is an XML-RPC-based push mechanism </li></ul><ul><li>A ping is sent to ping servers when a site updates </li></ul>Pinging
  28. 29. <ul><li>Submit to search engines via webmaster tools </li></ul><ul><li>Gain backlinks on related and relevant websites </li></ul><ul><li>Marketing phase begins </li></ul>Submission Stage
  29. 30. <ul><li>Use Web 2.0 for statistics and metrics </li></ul><ul><ul><li>Google Analytics for traffic sources, referrals etc </li></ul></ul><ul><ul><li>Crazy Egg for visualisation of where people click </li></ul></ul><ul><ul><li>Woopra for real-time reporting </li></ul></ul>Statistics & Metrics
  30. 31. Gaining Search visibility using Web 2.0
  31. 32. <ul><li>Add major social bookmarking links on your site to encourage interaction. </li></ul><ul><li>Include: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>StumbleUpon </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>Yahoo Buzz </li></ul></ul>Social Bookmarking
  32. 33. <ul><li>Creating a presence on all Social Networking sites such as: </li></ul><ul><li>Facebook, Bebo, Twitter, Linkedin </li></ul><ul><li>Its costs nothing to establish presence </li></ul><ul><li>Consider developing an application on Facebook Developer platform or on Google Open Social </li></ul><ul><li>Development typically takes between 2 weeks and 15 weeks </li></ul>Web 2.0 Social Networks
  33. 34. <ul><li>Allows bloggers & companies to publish feeds on Facebook </li></ul><ul><li>Works on both Facebook Profiles & Pages </li></ul><ul><li>Automatically creates links to new content on your site </li></ul><ul><li>Over 20k installations globally </li></ul><ul><li> </li></ul>Web 2.0 Case Study Facebook Blog RSS Feed Reader
  34. 35. <ul><li>Allow you to share and discover products with other consumers: customers you’d never have </li></ul><ul><li>Allows you to submit your own products </li></ul><ul><li>Typically have been US based. </li></ul><ul><li>Ideal for ecommerce sites </li></ul>Social Shopping
  35. 36. <ul><li>The major engines now accept submissions of products </li></ul><ul><li>Update them via custom XML feeds </li></ul>Product Search Engines
  36. 37. <ul><li>For bricks and mortar stores its essential to be found </li></ul><ul><li>Ensure that your address is in address micro format </li></ul><ul><li>Submit your stores and offices to the following sites: </li></ul>Mapping
  37. 38. Questions PowerPoint available at [email_address]