How to be found on the net


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CeBit presentation by Michael Motherwell on Search marketing.

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How to be found on the net

  1. 1. How To Be Found Online Search Engine Optimisation Michael Motherwell SEO Bloke - WMS Consulting http://www. wmsconsulting cebit / Conference @ CeBIT Australia Darling Harbour, Sydney 3 May 2007
  2. 2. Why Search Is Important <ul><li>70% of online purchases begin with a search </li></ul><ul><li>More than 8 in 10 Internet users have gone to search engines to find information on the Web. </li></ul><ul><li>Around one in four Internet users present queries on search engines on a typical day. </li></ul><ul><li>Search listings are 8 times more likely to be remembered, and 20 times more likely to be clicked on than banners or buttons </li></ul><ul><li>Search Engines will promote your site 24 hours a day, 365 days a year. </li></ul>
  3. 3. More Importantly <ul><li>The Internet Now Has A Start Page: </li></ul>
  4. 4. Bottom Line <ul><li>If You Can't Be Found When Googling, Not Much Else Matters </li></ul>
  5. 5. SEM Defined <ul><li>Search Engine Marketing (SEM) Has Two Elements: </li></ul><ul><li>Search Engine Optimisation (SEO) </li></ul><ul><ul><li>Changing Code To Rank “Naturally” </li></ul></ul><ul><ul><li>No Way To Pay Search Engines </li></ul></ul><ul><ul><li>Link Building </li></ul></ul><ul><ul><li>Content Tweaks </li></ul></ul><ul><ul><li>Metadata </li></ul></ul><ul><ul><li>Internal Linking </li></ul></ul><ul><li>PPC (Pay Per Click) Advertising </li></ul><ul><ul><li>Pay Per Click </li></ul></ul><ul><ul><li>Bid Per Term </li></ul></ul><ul><ul><li>Ads Running In Around 30 Minutes </li></ul></ul>
  6. 6. Google SERP
  7. 7. Yahoo SERP
  8. 8. NineMSN SERP
  9. 9. SEO <ul><li>No Way To Pay (Most Search Engines) </li></ul><ul><li>Ranking = Relevance * Importance </li></ul><ul><li>Relevance = Words Used </li></ul><ul><ul><li>Page Content </li></ul></ul><ul><ul><li>Page Titles </li></ul></ul><ul><ul><li>Metadata (Descriptions, Keywords) </li></ul></ul><ul><ul><li>Words In Links </li></ul></ul><ul><ul><li>Word Not On Page (Or In Links To Page), Won’t Rank </li></ul></ul><ul><li>Words Must Be Text </li></ul><ul><ul><li>Search Engines Do Not Index Flash, JavaScript Or Images </li></ul></ul>
  10. 10. Importance = Links <ul><li>Importance = Links From Other Sites </li></ul><ul><ul><li>Each Link A Vote </li></ul></ul><ul><ul><li>More Votes = More Important </li></ul></ul><ul><ul><li>PageRank – Some Links Better Than Others </li></ul></ul><ul><ul><li>Link Building Part Of Marketing </li></ul></ul><ul><ul><li>Ask For Links From Everyone: Suppliers, Friends, Family </li></ul></ul>
  11. 11. Search Curve <ul><li>Head Terms </li></ul><ul><ul><li>Hotel </li></ul></ul><ul><ul><li>Hotel Sydney </li></ul></ul><ul><li>Tail Terms </li></ul><ul><ul><li>Hotel Ibis Thornleigh Australia </li></ul></ul>
  12. 12. Keyword Research <ul><li>Think Like a Potential Customer: </li></ul><ul><ul><li>Use Words People Search For, Not Jargon </li></ul></ul><ul><ul><li>Be Specific – Dog Biscuits, NOT Dog </li></ul></ul><ul><ul><li>Brainstorm – Office, Customers etc </li></ul></ul><ul><li>Use Online Tools To Verify Keywords </li></ul><ul><ul><li>Paid : Wordtracker , Keyword Discovery </li></ul></ul><ul><ul><li>Free : Overture Aus ( Other Countries ) </li></ul></ul><ul><li>Qualifiers and Utilising Extra Terms </li></ul><ul><ul><li>Cheap, Colours, Adjectives </li></ul></ul><ul><li>Use Keywords As Relevant </li></ul><ul><ul><li>In Actual Page Content </li></ul></ul><ul><ul><li>In Metadata </li></ul></ul>
  13. 13. SEO For eCommerce <ul><li>Coding </li></ul><ul><ul><li>Few URL Variables (Ampersand &), NO Session IDs </li></ul></ul><ul><ul><li> cat =43& prod =234& site =example& menu =6& submenu =13& sessid =asddf765324g </li></ul></ul><ul><ul><li>Consistency – Same URL Every Time </li></ul></ul><ul><ul><li>MUST Render Without Cookies, JavaScript etc </li></ul></ul><ul><ul><li>Dynamically Change Metadata (Titles, Descriptions) </li></ul></ul><ul><li>Not Just Home Page: Every Page A Landing Page </li></ul><ul><ul><li>Category Level Pages Good SEO Targets </li></ul></ul><ul><ul><li>Slice & Dice Your Content (Colour, Price, Manufacturer And Combinations Thereof) </li></ul></ul><ul><ul><li>Internal Links To Category Pages, Breadcrumbs </li></ul></ul><ul><ul><li>Regionalise (Sydney, Melbourne etc) </li></ul></ul><ul><li>“ Uniqueify” </li></ul><ul><ul><li>Testimonials, Comments, Reviews </li></ul></ul>
  14. 14. Lets Get Practical <ul><li>Amazon </li></ul><ul><ul><li>Good “Uniqueification” </li></ul></ul><ul><ul><li>Good Internal Links </li></ul></ul><ul><ul><li>LOTS Of Slicing And Dicing </li></ul></ul><ul><ul><li>Titles Backwards </li></ul></ul><ul><li>Deals Direct </li></ul><ul><ul><li>Good URLs </li></ul></ul><ul><ul><li>Related Links Build Internal Link Popularity </li></ul></ul>
  15. 15. Thanx! <ul><li>Michael Motherwell </li></ul><ul><li>Ph: (02) 9365 4571 </li></ul><ul><li>Em: michael @ wmsconsulting </li></ul><ul><li>All URLs: http://www. wmsconsulting cebit / </li></ul><ul><li>Blog: www. insearchofstuff .com </li></ul>
  16. 16. Further Reading <ul><li>A Quick Kick-Start Guide to Search Engine Optimization (SEO) -> Cre8asite Forums </li></ul><ul><li>Tips For New Seos </li></ul><ul><li>Ten Tips to the Top of the Search Engines - Jill Whalen </li></ul><ul><li>Search Engine Marketing 101 </li></ul><ul><li>Successful Site in 12 Months with Google Alone </li></ul><ul><li>Threads of the Web - Linking for Success </li></ul><ul><li>SEO Tools And Online Help </li></ul>
  17. 17. Cost Per Click (CPC) <ul><li>All About Money </li></ul><ul><ul><li>Pay For Each Click </li></ul></ul><ul><ul><li>Only Bid For Terms You Want </li></ul></ul><ul><ul><li>Ads Show Quickly </li></ul></ul><ul><li>Targeting Options </li></ul><ul><ul><li>Bid For Specific Terms </li></ul></ul><ul><ul><li>Negative Terms (-Melbourne) </li></ul></ul><ul><ul><li>Target User Location </li></ul></ul><ul><ul><li>Set Budgets </li></ul></ul>
  18. 18. Advertising Options <ul><li>Google AdWords </li></ul><ul><ul><li>https:// adwords . google .com/select/ </li></ul></ul><ul><ul><li> and </li></ul></ul><ul><ul><li>~70% Market Share Australia </li></ul></ul><ul><li>Yahoo Search Marketing </li></ul><ul><ul><li>http:// searchmarketing </li></ul></ul><ul><ul><li>Supplies NineMSN and Yahoo </li></ul></ul><ul><ul><li>~30% Market Share Australia </li></ul></ul><ul><li>Sensis BidSmart </li></ul><ul><ul><li>https:// bidsmart . sensis bidsmart /index. jsp </li></ul></ul><ul><ul><li>Sensis </li></ul></ul><ul><ul><li>~0.0% Marketshare (Error Margin 0.5%) </li></ul></ul>
  19. 19. CPC and eCommerce <ul><li>Measuring and Tracking ROI Vital </li></ul><ul><ul><li>ROI Ideally Measured To Individual Terms & Products </li></ul></ul><ul><ul><li>Tweak, Test, Repeat </li></ul></ul><ul><li>Choosing The Right Words </li></ul><ul><ul><li>Bid On As Many Terms As Possible – Long Tail </li></ul></ul><ul><ul><li>Use Multiple Qualifiers – Cheap, Colour, Buy, Sydney </li></ul></ul><ul><ul><li>Use Negative Words (-Brisbane) </li></ul></ul><ul><li>Choosing the Right Landing Page </li></ul><ul><ul><li>Be Specific – [Buy iPod] To iPod Page, Not Home Page </li></ul></ul><ul><ul><li>Search Pages Often Good Landing Pages </li></ul></ul><ul><li>Watch Sold Out Products </li></ul><ul><ul><li>Possible Use Of APIs ( Google , YSM ) </li></ul></ul>
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