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.

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

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  • 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. 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)
  • 3. 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
  • 4. Utilise Existing Sites
  • 5. Wikipedia
    • Add Link As Relevant (And Appropriate)
    • Find Secondary Listings: eg Diabetes Management
    • DO NOT Spam (If You Need To Ask, It Is Spam)
  • 6. 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
  • 7. Content
    • Use Standard HTML
      • H1, H2 etc
      • <p class=&quot;redheadings&quot;> -> 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
  • 8. 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
  • 9. 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
  • 10. www. greenpeace .org/ australia /
    • Domain Issue
      • URL Supplied To Me Above
      • So What Is sites. greenpeace .org.au ?
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 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…”
  • 15. Script Step 3: The Setup
    • Write Detailed Instructions
      • Brief Explanation Of What Is Required
      • Have Standard Linking Code THIS IS THE KEY
    • <a href=&quot;http://www.greenpeace.com/john-howard/&quot;>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
  • 16. 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]
  • 17. 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
  • 18. Metadata
    • Page Titles LOOOONNNGG
    • The Great Revisit After Myth
      • <META NAME=&quot;revisit-after&quot; CONTENT=&quot;15 days&quot;>
    • Close Second Robots
      • <META NAME=&quot;robots&quot; CONTENT=&quot;all=index,follow&quot;>
      • Mistake (all= New To Me!)
      • Besides, Indexing And Following Is The Default!
    • Description Good
      • But Why &lt;p&gt;?
      • Remove (Not Escape) HTML
  • 19. 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
  • 20. 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?
  • 21. 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
  • 22. 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
  • 23. www. aussieweb .com.au
    • Example To All
      • Good URLs, Titles
      • Clean URL Structure
      • Slicing And Dicing
    • 2 Small Errors In Meta Description
      • <meta name=&quot;description&quot; content=&quot;AussieWeb Local search helping your find Dance Training & Studios businesss in FLOREY />
      • Missing Closing &quot;, 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.
  • 24. I Lied (Two Pages)
    • Some Extra Ideas
    • More Slicing And Dicing
      • Just Place (All Newtown Businesses)
      • Grouping Areas: Sydney, Brisvegas, Inner West
    • Footer:
      • Searching Over 1.2 Million… In Footer (As Text)
    • Perfect For Sitemaps
      • www.sitemaps.org
      • Add Into robots.txt: sitemaps.org/protocol. php #informing
    • 404 – A Good Idea To Explain What Happened
  • 25. If You Are Still Awake
  • 26. Thanx!
    • Michael Motherwell
    • & Guy Wayland
    • WMS Australia
            • Ph : (02) 9365 4571
            • Em : michael @ wmsconsulting .com.au , [email_address]
            • Presentation : www.wmsconsulting.com.au/cebit/
            • Blog : www. insearchofstuff .com