SEO Site Clinic Putting It All Together Michael Motherwell & Guy Wayland SEO Bloke - WMS Consulting http://www. wmsconsult...
Sites Reviewed <ul><li>www. diabetesnsw .com.au </li></ul><ul><ul><li>Anti-Sugar Brigade </li></ul></ul><ul><li>www. green...
www. diabetesnsw .com.au <ul><li>As An Agenda Website, Rules Are Different </li></ul><ul><ul><li>Goals  </li></ul></ul><ul...
Utilise Existing Sites
Wikipedia <ul><li>Add Link As Relevant (And Appropriate) </li></ul><ul><li>Find Secondary Listings: eg  Diabetes Managemen...
Metadata <ul><li>Page Titles </li></ul><ul><ul><li>Random – Most Common: </li></ul></ul><ul><ul><li><title>Diabetes Austra...
Content <ul><li>Use Standard HTML </li></ul><ul><ul><li>H1, H2 etc </li></ul></ul><ul><ul><li><p class=&quot;redheadings&q...
Link Partners <ul><li>Ask And Ye Shall Receive </li></ul><ul><ul><li>Feel Good Stories Get Lots Of Free Press – Use It </l...
Errata <ul><li>What Do You Want Users To Do? </li></ul><ul><ul><li>Phone? </li></ul></ul><ul><ul><li>Email? </li></ul></ul...
www. greenpeace .org/ australia /   <ul><li>Domain Issue </li></ul><ul><ul><li>URL Supplied To Me Above </li></ul></ul><ul...
Link Generation <ul><li>Ditto Diabetes Australia </li></ul><ul><li>Friends </li></ul><ul><ul><li>Encourage Members To Link...
Million Dollar Idea  (For Free*) <ul><li>Googlebombing </li></ul><ul><li>What Is It? </li></ul><ul><ul><li>Convince (Cajol...
Script Step One: The Phrase <ul><li>Pick A Phrase </li></ul><ul><ul><li>One That Is Important, But No Ranked For At Presen...
Script  Step 2: The Page <ul><li>Choose A URL </li></ul><ul><ul><li>Use Keywords And .org.au (To Qualify As Aussie) </li><...
Script Step 3: The Setup <ul><li>Write Detailed Instructions </li></ul><ul><ul><li>Brief Explanation Of What Is Required <...
Script Step 4: Follow Up <ul><li>Follow It Up </li></ul><ul><ul><li>Use Ranking To Generate Old Skool PR (Public Relations...
www. terrywhitedirect .com.au <ul><li>eCommerce Site Selling Perfume </li></ul><ul><li>Trying To Do To Much </li></ul><ul>...
Metadata <ul><li>Page Titles LOOOONNNGG </li></ul><ul><li>The Great Revisit After Myth </li></ul><ul><ul><li><META NAME=&q...
Uniqueify <ul><li>Duplicate FILTER </li></ul><ul><ul><li>NOT Penalty </li></ul></ul><ul><ul><li>Matches On Snippets </li><...
Page Elements <ul><li>Make Logo Link </li></ul><ul><ul><li>People Expect It </li></ul></ul><ul><li>Footer / Tagline </li><...
Errata <ul><li>robots.txt </li></ul><ul><ul><li>http://www.terrywhitedirect.com.au/robots.txt </li></ul></ul><ul><ul><li>N...
www.perisherblue.com.au <ul><li>Why Redirect? </li></ul><ul><li>What Is The Goal? </li></ul><ul><ul><li>Sales? News? What?...
www. aussieweb .com.au <ul><li>Example To All </li></ul><ul><ul><li>Good URLs, Titles </li></ul></ul><ul><ul><li>Clean URL...
I Lied (Two Pages) <ul><li>Some Extra Ideas </li></ul><ul><li>More Slicing And Dicing </li></ul><ul><ul><li>Just Place (Al...
If You Are Still Awake
Thanx! <ul><li>Michael Motherwell  </li></ul><ul><li>& Guy Wayland </li></ul><ul><li>WMS Australia </li></ul><ul><ul><ul><...
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CeBit emarketing And SEO Site Clinic

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A Site Clinic In Which Michael Motherwell And Guy Wayland of WMS Australia reviewed Several Sites.

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CeBit emarketing And SEO Site Clinic

  1. 1. 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
  2. 2. Sites Reviewed <ul><li>www. diabetesnsw .com.au </li></ul><ul><ul><li>Anti-Sugar Brigade </li></ul></ul><ul><li>www. greenpeace .org/ australia / </li></ul><ul><ul><li>As Dad Says, “Those Loopy Lefty Loonies” </li></ul></ul><ul><li>www.terrywhitedirect.com.au </li></ul><ul><ul><li>Online Perfume Site </li></ul></ul><ul><li>One Pagers </li></ul><ul><ul><li>www.perisherblue.com.au/winter/index.php </li></ul></ul><ul><ul><ul><li>Travel Website </li></ul></ul></ul><ul><ul><li>www.aussieweb.com.au </li></ul></ul><ul><ul><ul><li>Australian Web Directory (Yellow Pages Without The Fluff) </li></ul></ul></ul>
  3. 3. www. diabetesnsw .com.au <ul><li>As An Agenda Website, Rules Are Different </li></ul><ul><ul><li>Goals </li></ul></ul><ul><ul><ul><li>To Raise Awareness </li></ul></ul></ul><ul><ul><ul><li>Provide Solid Information </li></ul></ul></ul><ul><ul><ul><li>Raise Funds? </li></ul></ul></ul><ul><ul><li>Generating Traffic Secondary </li></ul></ul><ul><li>Mission can Be Achieved Without Direct Traffic </li></ul><ul><ul><li>Helping Promote Message Via Other Sites </li></ul></ul><ul><ul><li>Utilising Existing Resources To Further Goals </li></ul></ul>
  4. 4. Utilise Existing Sites
  5. 5. Wikipedia <ul><li>Add Link As Relevant (And Appropriate) </li></ul><ul><li>Find Secondary Listings: eg Diabetes Management </li></ul><ul><li>DO NOT Spam (If You Need To Ask, It Is Spam) </li></ul>
  6. 6. Metadata <ul><li>Page Titles </li></ul><ul><ul><li>Random – Most Common: </li></ul></ul><ul><ul><li><title>Diabetes Australia - NSW. The only charity dealing with all people with diabetes.</title> </li></ul></ul><ul><ul><li>Should Be Page Specific </li></ul></ul><ul><ul><li>Include Keywords, Describe Page (What Can I Expect?) </li></ul></ul><ul><li>Meta Descriptions </li></ul><ul><ul><li>Only Yahoo Uses As Intended (Google/MSN Sporadically) </li></ul></ul><ul><ul><li>Currently None – Should Add </li></ul></ul><ul><ul><li>Should Read Well (Full Sentences) </li></ul></ul><ul><ul><li>Expand Upon Title </li></ul></ul><ul><li>Meta Keywords </li></ul><ul><ul><li>Next Slide </li></ul></ul>
  7. 7. Content <ul><li>Use Standard HTML </li></ul><ul><ul><li>H1, H2 etc </li></ul></ul><ul><ul><li><p class=&quot;redheadings&quot;> -> h1 + CSS </li></ul></ul><ul><li>Links </li></ul><ul><ul><li>Consistency - Home Link to www. diabetesnsw .com.au NOT www. diabetesnsw .com.au/homepage.asp </li></ul></ul><ul><ul><li>Link Text Specific </li></ul></ul><ul><ul><ul><li>Click Here BAD , Not Just For SEO, Usability </li></ul></ul></ul><ul><ul><ul><li>Link Out Of Context Should Make Sense </li></ul></ul></ul><ul><ul><ul><li>SEO Consultant Australia </li></ul></ul></ul><ul><li>Keywords </li></ul><ul><ul><li>Use Variations: See Diabetes Overture Results </li></ul></ul>
  8. 8. Link Partners <ul><li>Ask And Ye Shall Receive </li></ul><ul><ul><li>Feel Good Stories Get Lots Of Free Press – Use It </li></ul></ul><ul><ul><li>Send Link Requests As Part Of (Old Skool) PR </li></ul></ul><ul><li>Other Charities </li></ul><ul><li>Syndicate Content </li></ul><ul><ul><li>Cooking Sites </li></ul></ul><ul><ul><li>Health Sites </li></ul></ul><ul><li>Donors / Sponsors </li></ul><ul><ul><li>Send Every Donor Standard Linking Code </li></ul></ul><ul><ul><li>Explain That Sponsoring Charities Can Add Credibility </li></ul></ul><ul><ul><li>Reciprocate – Share The Link Love </li></ul></ul>
  9. 9. Errata <ul><li>What Do You Want Users To Do? </li></ul><ul><ul><li>Phone? </li></ul></ul><ul><ul><li>Email? </li></ul></ul><ul><ul><li>Donate? </li></ul></ul><ul><ul><li>Make That Clear </li></ul></ul><ul><li>Dot t-s And Cross i-s </li></ul><ul><ul><li>www. diabetesnsw .com.au/robots.txt </li></ul></ul><ul><ul><li>404 Error Page </li></ul></ul>
  10. 10. www. greenpeace .org/ australia / <ul><li>Domain Issue </li></ul><ul><ul><li>URL Supplied To Me Above </li></ul></ul><ul><ul><li>So What Is sites. greenpeace .org.au ? </li></ul></ul>
  11. 11. Link Generation <ul><li>Ditto Diabetes Australia </li></ul><ul><li>Friends </li></ul><ul><ul><li>Encourage Members To Link </li></ul></ul><ul><ul><li>Develop Link Codes And PROMOTE IT </li></ul></ul><ul><ul><li>Out Link Call Out On Every Page </li></ul></ul><ul><ul><li>Explain To Members Why It Matters </li></ul></ul><ul><ul><li>Make It Sound Subversive </li></ul></ul><ul><li>“ The Enemy” </li></ul><ul><ul><li>One Word: BLOG !!!! </li></ul></ul><ul><ul><li>Flamebait Works – Antagonise Opponents </li></ul></ul><ul><ul><li>Goad Them Into Responding </li></ul></ul><ul><ul><li>Link To Adverse Stuff </li></ul></ul>
  12. 12. Million Dollar Idea (For Free*) <ul><li>Googlebombing </li></ul><ul><li>What Is It? </li></ul><ul><ul><li>Convince (Cajole?) Many People To Link To A Page </li></ul></ul><ul><ul><ul><li>MUST ALL LINK TO EXACT SAME URL </li></ul></ul></ul><ul><ul><ul><li>MUST ALL USE SAME WORDS IN LINK </li></ul></ul></ul><ul><ul><li>Page (Eventually) Ranks Number One For Words In The Link </li></ul></ul><ul><li>Does It Work? </li></ul><ul><ul><li>Heck YEH!!!!!!!!! </li></ul></ul><ul><ul><li>Greatest Living American </li></ul></ul><ul><ul><li>Maybe Not Forever - Miserable Failure </li></ul></ul>* Cheque May Or May Not Be In The Mail
  13. 13. Script Step One: The Phrase <ul><li>Pick A Phrase </li></ul><ul><ul><li>One That Is Important, But No Ranked For At Present </li></ul></ul><ul><ul><li>NOT Environmental Or Green Whatever </li></ul></ul><ul><ul><li>A “Competitor’s” Term </li></ul></ul><ul><li>Make It Controversial, Overtly Political And Oddball </li></ul><ul><li>Want the Left Linking In Glee </li></ul><ul><li>Want The Right Linking In Disgust </li></ul><ul><li>Some ideas: </li></ul><ul><ul><li>Coal Power , Nuclear Power (Currently 9 th ) </li></ul></ul><ul><li>My Personal Favourites: </li></ul><ul><li>The Election Is Coming! </li></ul><ul><ul><li>John Howard And/Or Liberal Party </li></ul></ul>
  14. 14. Script Step 2: The Page <ul><li>Choose A URL </li></ul><ul><ul><li>Use Keywords And .org.au (To Qualify As Aussie) </li></ul></ul><ul><ul><li>Not Rocket Surgery: www.greenpeace.org.au/john-howard/ </li></ul></ul><ul><li>Write A Page Of Content </li></ul><ul><ul><li><title>John Howard And Kyoto – Even More To Be Sorry For – Greenpeace Australia</title> </li></ul></ul><ul><ul><li><h1>Why Won’t John Howard Sign The Kyoto Treaty On Carbon Emission Reduction? </h1> </li></ul></ul><ul><ul><li>Use Term Liberally (Triple Entendre {Jokes For Nerds!!!}) In Content </li></ul></ul><ul><li>Make Sure Page Includes: </li></ul><ul><ul><li>Some Action e.g Kyoto Treaty Petition, Signup To Newsletter, Donate Money etc </li></ul></ul><ul><ul><li>“ Seed” Information e.g. “Want To Help? Link Here…” </li></ul></ul>
  15. 15. Script Step 3: The Setup <ul><li>Write Detailed Instructions </li></ul><ul><ul><li>Brief Explanation Of What Is Required </li></ul></ul><ul><ul><li>Have Standard Linking Code THIS IS THE KEY </li></ul></ul><ul><li><a href=&quot;http://www.greenpeace.com/john-howard/&quot;>John Howard</a> </li></ul><ul><ul><li>Include This Explanation On The Page To Spread Virus </li></ul></ul><ul><li>Seed Campaign To Get People Linking </li></ul><ul><ul><li>Subscriber Base (Newsletters, Members) </li></ul></ul><ul><ul><li>Web 2.0 sites, Digg , Reddit etc </li></ul></ul><ul><ul><li>Put Out A Press Release – Get Some Media Buzz </li></ul></ul><ul><li>Site Back And Wait For Ranking (and Publicity) To Roll In </li></ul>
  16. 16. Script Step 4: Follow Up <ul><li>Follow It Up </li></ul><ul><ul><li>Use Ranking To Generate Old Skool PR (Public Relations) </li></ul></ul><ul><ul><li>Write Up A New Post With The Results </li></ul></ul><ul><ul><li>Link To All the Mentions In The Press About Story </li></ul></ul><ul><li>Need To Promise Me Something: </li></ul><ul><li>If Piers Akerman Picks Up The Story… </li></ul><ul><li>EMAIL ME!!! [email_address] </li></ul>
  17. 17. www. terrywhitedirect .com.au <ul><li>eCommerce Site Selling Perfume </li></ul><ul><li>Trying To Do To Much </li></ul><ul><ul><li>No Page Can Be All Things To All Searches </li></ul></ul><ul><ul><li>Many Opportunities To Rank, So Don’t Panic! </li></ul></ul><ul><li>Product Page Busy </li></ul><ul><ul><li>Want Them To BUY – Make that Prominent </li></ul></ul><ul><li>Need To Slice And Dice </li></ul><ul><ul><li>Many Categories Best Approach To Best Result </li></ul></ul><ul><ul><li>Manufacturer (Perfume House) </li></ul></ul><ul><ul><li>By Price </li></ul></ul>
  18. 18. Metadata <ul><li>Page Titles LOOOONNNGG </li></ul><ul><li>The Great Revisit After Myth </li></ul><ul><ul><li><META NAME=&quot;revisit-after&quot; CONTENT=&quot;15 days&quot;> </li></ul></ul><ul><li>Close Second Robots </li></ul><ul><ul><li><META NAME=&quot;robots&quot; CONTENT=&quot;all=index,follow&quot;> </li></ul></ul><ul><ul><li>Mistake (all= New To Me!) </li></ul></ul><ul><ul><li>Besides, Indexing And Following Is The Default! </li></ul></ul><ul><li>Description Good </li></ul><ul><ul><li>But Why &lt;p&gt;? </li></ul></ul><ul><ul><li>Remove (Not Escape) HTML </li></ul></ul>
  19. 19. Uniqueify <ul><li>Duplicate FILTER </li></ul><ul><ul><li>NOT Penalty </li></ul></ul><ul><ul><li>Matches On Snippets </li></ul></ul><ul><ul><li>Looks Similar, Will be Filtered </li></ul></ul><ul><li>Value Add </li></ul><ul><ul><li>Testimonials </li></ul></ul><ul><ul><li>Reviews </li></ul></ul><ul><ul><li>Comments </li></ul></ul><ul><li>This Is Vital </li></ul><ul><ul><li>Not Much Chance If Same As Everyone Else </li></ul></ul>
  20. 20. Page Elements <ul><li>Make Logo Link </li></ul><ul><ul><li>People Expect It </li></ul></ul><ul><li>Footer / Tagline </li></ul><ul><ul><li>Choose A (SHORT) Phrase </li></ul></ul><ul><ul><li>Most Important Terms (Perfume, Fragrance) </li></ul></ul><ul><ul><li>Stick It In Footer Or As Tagline </li></ul></ul><ul><li>Why Isn’t Chemist Logo A Link To Parent Site? </li></ul>
  21. 21. Errata <ul><li>robots.txt </li></ul><ul><ul><li>http://www.terrywhitedirect.com.au/robots.txt </li></ul></ul><ul><ul><li>Never Hurts To Have One </li></ul></ul><ul><li>404 </li></ul><ul><ul><li>404 Should Tell Me What Happened </li></ul></ul><ul><ul><li>See www.apple.com/are-you-there-mr-jobs </li></ul></ul>
  22. 22. www.perisherblue.com.au <ul><li>Why Redirect? </li></ul><ul><li>What Is The Goal? </li></ul><ul><ul><li>Sales? News? What?? </li></ul></ul><ul><li>Page Titles Backwards </li></ul><ul><ul><li>Specifics First, Then More General </li></ul></ul><ul><ul><li>Append “Australia” To The End </li></ul></ul><ul><li>No JavaScript, No Menu – Indexing Issues </li></ul><ul><ul><li>Sitemap work around </li></ul></ul><ul><ul><li>CSS Better </li></ul></ul><ul><li>404 - http://www.perisherblue.com.au/me </li></ul>
  23. 23. www. aussieweb .com.au <ul><li>Example To All </li></ul><ul><ul><li>Good URLs, Titles </li></ul></ul><ul><ul><li>Clean URL Structure </li></ul></ul><ul><ul><li>Slicing And Dicing </li></ul></ul><ul><li>2 Small Errors In Meta Description </li></ul><ul><ul><li><meta name=&quot;description&quot; content=&quot;AussieWeb Local search helping your find Dance Training & Studios businesss in FLOREY /> </li></ul></ul><ul><ul><li>Missing Closing &quot;, businesss </li></ul></ul><ul><ul><li>Description Can be Longer (None For Home Page BTW) </li></ul></ul><ul><ul><li>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. </li></ul></ul>
  24. 24. I Lied (Two Pages) <ul><li>Some Extra Ideas </li></ul><ul><li>More Slicing And Dicing </li></ul><ul><ul><li>Just Place (All Newtown Businesses) </li></ul></ul><ul><ul><li>Grouping Areas: Sydney, Brisvegas, Inner West </li></ul></ul><ul><li>Footer: </li></ul><ul><ul><li>Searching Over 1.2 Million… In Footer (As Text) </li></ul></ul><ul><li>Perfect For Sitemaps </li></ul><ul><ul><li>www.sitemaps.org </li></ul></ul><ul><ul><li>Add Into robots.txt: sitemaps.org/protocol. php #informing </li></ul></ul><ul><li>404 – A Good Idea To Explain What Happened </li></ul>
  25. 25. If You Are Still Awake
  26. 26. Thanx! <ul><li>Michael Motherwell </li></ul><ul><li>& Guy Wayland </li></ul><ul><li>WMS Australia </li></ul><ul><ul><ul><ul><ul><li>Ph : (02) 9365 4571 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Em : michael @ wmsconsulting .com.au , [email_address] </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Presentation : www.wmsconsulting.com.au/cebit/ </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Blog : www. insearchofstuff .com </li></ul></ul></ul></ul></ul>
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