CeBit emarketing And SEO Site Clinic

Slide 1: Conference @ CeBIT Australia Darling Harbour, Sydney SEO Site Clinic 3 May 2007 Putting It All Together Michael Motherwell & Guy Wayland SEO Bloke - WMS Consulting http://www.wmsconsulting.com.au/cebit/

Slide 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)

Slide 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

Slide 4: Utilise Existing Sites

Slide 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)

Slide 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

Slide 7: 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

Slide 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

Slide 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

Slide 10: www.greenpeace.org/australia/ • Domain Issue – URL Supplied To Me Above – So What Is sites.greenpeace.org.au?

Slide 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

Slide 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

Slide 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 9th) • My Personal Favourites: • The Election Is Coming! – John Howard And/Or Liberal Party

Slide 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…”

Slide 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="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

Slide 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!!! michael@wmsconsulting.com.au

Slide 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 Prominent – Want Them To BUY – Make that • Need To Slice And Dice – Many Categories Best Approach To Best Result – Manufacturer (Perfume House) – By Price

Slide 18: 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 &lt;p&gt;? – Remove (Not Escape) HTML

Slide 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

Slide 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?

Slide 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

Slide 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

Slide 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="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.

Slide 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

Slide 25: If You Are Still Awake

Slide 26: Thanx! Michael Motherwell & Guy Wayland WMS Australia Ph: (02) 9365 4571 Em: michael@wmsconsulting.com.au, guy@wmsconsulting.com.au Presentation: www.wmsconsulting.com.au/cebit/ Blog: www.insearchofstuff.com