CeBit emarketing And SEO Site Clinic

SEO Site Clinic Putting It All Together Michael Motherwell & Guy Wayland SEO Bloke - WMS Consulting http://www. wmsconsulting .com.au/ cebit / Conference @ CeBIT Australia Darling Harbour, Sydney 3 May 2007

Sites Reviewed

www. diabetesnsw .com.au

Anti-Sugar Brigade

www. greenpeace .org/ australia /

As Dad Says, “Those Loopy Lefty Loonies”

www.terrywhitedirect.com.au

Online Perfume Site

One Pagers

www.perisherblue.com.au/winter/index.php

Travel Website

www.aussieweb.com.au

Australian Web Directory (Yellow Pages Without The Fluff)

www. diabetesnsw .com.au

As An Agenda Website, Rules Are Different

Goals

To Raise Awareness

Provide Solid Information

Raise Funds?

Generating Traffic Secondary

Mission can Be Achieved Without Direct Traffic

Helping Promote Message Via Other Sites

Utilising Existing Resources To Further Goals

Utilise Existing Sites

Wikipedia

Add Link As Relevant (And Appropriate)

Find Secondary Listings: eg Diabetes Management

DO NOT Spam (If You Need To Ask, It Is Spam)

Metadata

Page Titles

Random – Most Common:

<title>Diabetes Australia - NSW. The only charity dealing with all people with diabetes.</title>

Should Be Page Specific

Include Keywords, Describe Page (What Can I Expect?)

Meta Descriptions

Only Yahoo Uses As Intended (Google/MSN Sporadically)

Currently None – Should Add

Should Read Well (Full Sentences)

Expand Upon Title

Meta Keywords

Next Slide

Content

Use Standard HTML

H1, H2 etc

<p class="redheadings"> -> h1 + CSS

Links

Consistency - Home Link to www. diabetesnsw .com.au NOT www. diabetesnsw .com.au/homepage.asp

Link Text Specific

Click Here BAD , Not Just For SEO, Usability

Link Out Of Context Should Make Sense

SEO Consultant Australia

Keywords

Use Variations: See Diabetes Overture Results

Link Partners

Ask And Ye Shall Receive

Feel Good Stories Get Lots Of Free Press – Use It

Send Link Requests As Part Of (Old Skool) PR

Other Charities

Syndicate Content

Cooking Sites

Health Sites

Donors / Sponsors

Send Every Donor Standard Linking Code

Explain That Sponsoring Charities Can Add Credibility

Reciprocate – Share The Link Love

Errata

What Do You Want Users To Do?

Phone?

Email?

Donate?

Make That Clear

Dot t-s And Cross i-s

www. diabetesnsw .com.au/robots.txt

404 Error Page

www. greenpeace .org/ australia /

Domain Issue

URL Supplied To Me Above

So What Is sites. greenpeace .org.au ?

Link Generation

Ditto Diabetes Australia

Friends

Encourage Members To Link

Develop Link Codes And PROMOTE IT

Out Link Call Out On Every Page

Explain To Members Why It Matters

Make It Sound Subversive

“ The Enemy”

One Word: BLOG !!!!

Flamebait Works – Antagonise Opponents

Goad Them Into Responding

Link To Adverse Stuff

Million Dollar Idea (For Free*)

Googlebombing

What Is It?

Convince (Cajole?) Many People To Link To A Page

MUST ALL LINK TO EXACT SAME URL

MUST ALL USE SAME WORDS IN LINK

Page (Eventually) Ranks Number One For Words In The Link

Does It Work?

Heck YEH!!!!!!!!!

Greatest Living American

Maybe Not Forever - Miserable Failure

* Cheque May Or May Not Be In The Mail

Script Step One: The Phrase

Pick A Phrase

One That Is Important, But No Ranked For At Present

NOT Environmental Or Green Whatever

A “Competitor’s” Term

Make It Controversial, Overtly Political And Oddball

Want the Left Linking In Glee

Want The Right Linking In Disgust

Some ideas:

Coal Power , Nuclear Power (Currently 9 th )

My Personal Favourites:

The Election Is Coming!

John Howard And/Or Liberal Party

Script Step 2: The Page

Choose A URL

Use Keywords And .org.au (To Qualify As Aussie)

Not Rocket Surgery: www.greenpeace.org.au/john-howard/

Write A Page Of Content

<title>John Howard And Kyoto – Even More To Be Sorry For – Greenpeace Australia</title>

<h1>Why Won’t John Howard Sign The Kyoto Treaty On Carbon Emission Reduction? </h1>

Use Term Liberally (Triple Entendre {Jokes For Nerds!!!}) In Content

Make Sure Page Includes:

Some Action e.g Kyoto Treaty Petition, Signup To Newsletter, Donate Money etc

“ Seed” Information e.g. “Want To Help? Link Here…”

Script Step 3: The Setup

Write Detailed Instructions

Brief Explanation Of What Is Required

Have Standard Linking Code THIS IS THE KEY

<a href="http://www.greenpeace.com/john-howard/">John Howard</a>

Include This Explanation On The Page To Spread Virus

Seed Campaign To Get People Linking

Subscriber Base (Newsletters, Members)

Web 2.0 sites, Digg , Reddit etc

Put Out A Press Release – Get Some Media Buzz

Site Back And Wait For Ranking (and Publicity) To Roll In

Script Step 4: Follow Up

Follow It Up

Use Ranking To Generate Old Skool PR (Public Relations)

Write Up A New Post With The Results

Link To All the Mentions In The Press About Story

Need To Promise Me Something:

If Piers Akerman Picks Up The Story…

EMAIL ME!!! [email_address]

www. terrywhitedirect .com.au

eCommerce Site Selling Perfume

Trying To Do To Much

No Page Can Be All Things To All Searches

Many Opportunities To Rank, So Don’t Panic!

Product Page Busy

Want Them To BUY – Make that Prominent

Need To Slice And Dice

Many Categories Best Approach To Best Result

Manufacturer (Perfume House)

By Price

Metadata

Page Titles LOOOONNNGG

The Great Revisit After Myth

<META NAME="revisit-after" CONTENT="15 days">

Close Second Robots

<META NAME="robots" CONTENT="all=index,follow">

Mistake (all= New To Me!)

Besides, Indexing And Following Is The Default!

Description Good

But Why <p>?

Remove (Not Escape) HTML

Uniqueify

Duplicate FILTER

NOT Penalty

Matches On Snippets

Looks Similar, Will be Filtered

Value Add

Testimonials

Reviews

Comments

This Is Vital

Not Much Chance If Same As Everyone Else

Page Elements

Make Logo Link

People Expect It

Footer / Tagline

Choose A (SHORT) Phrase

Most Important Terms (Perfume, Fragrance)

Stick It In Footer Or As Tagline

Why Isn’t Chemist Logo A Link To Parent Site?

Errata

robots.txt

http://www.terrywhitedirect.com.au/robots.txt

Never Hurts To Have One

404

404 Should Tell Me What Happened

See www.apple.com/are-you-there-mr-jobs

www.perisherblue.com.au

Why Redirect?

What Is The Goal?

Sales? News? What??

Page Titles Backwards

Specifics First, Then More General

Append “Australia” To The End

No JavaScript, No Menu – Indexing Issues

Sitemap work around

CSS Better

404 - http://www.perisherblue.com.au/me

www. aussieweb .com.au

Example To All

Good URLs, Titles

Clean URL Structure

Slicing And Dicing

2 Small Errors In Meta Description

<meta name="description" content="AussieWeb Local search helping your find Dance Training & Studios businesss in FLOREY />

Missing Closing ", businesss

Description Can be Longer (None For Home Page BTW)

Looking for a Dance Training & Studios in Florey? AussieWeb Local search can help you find one, as well as a number of other businesses either in Florey, or surrounding suburbs.

I Lied (Two Pages)