Site Design, SEO, SMO and Reporting<br />Andrew Hughes – Snr. Consultant SEO & SMO<br />May 05th 2011<br />
Today’s Session<br />Did you know?<br />The search results<br />How to approach SEO/SMO<br />The Fundamentals<br />Site st...
Did you know #1<br />Google Shopping arrived in Australia two days ago (03/05/11)<br />Action: You can add a feed through ...
Did You know #2<br />YouTube is the second largest search engine in Australia (7th largest site)<br />User Stats:<br /><ul...
Total reach 42.5%
Over 14 minutes spent on YouTube per user each visit**
Average 62 YouTube pages per user each month</li></ul>Action: Create and optimise content in different forms<br />4<br />
Did you know #3<br />Bing ‘Liked results’<br />Bing’s organic results promotes links that your friends have ‘liked’ public...
Did you know 3.5<br />Clicking this button will publicly express your ‘like’ for the website in Google search results <br ...
Did you know #4<br />•~$917 billion worth of retail sales last year were “web-influenced”<br />• Online + web-influenced o...
Did you know #5<br />PPC spend = 92% of Internet marketing dollars<br /><10% of all clicks are made on PPC adsOrganic clic...
The Search Results<br />9<br />
The Universal Search Results Page<br />Paid Search Results<br />Driving direct response with tailored messaging and up to ...
What The User Looks At<br />5 sec.<br />10 sec.<br />20 sec. <br />15 sec.<br />
How to Approach SEO/SMO<br />12<br />
Start With Keyword/Market Research<br /><ul><li>You need to know exactly what people are looking for, and what you can off...
Relevance - there is no point your website talking about new motors if the audience is searching for new cars.
Catch people early in the purchase cycle – category based searches & product research
Use your SEM campaigns to immediately find out what keywords are most profitable / offer highest ROI.</li></ul>13<br />
Keyword Research Tools<br /><ul><li>Google Keyword Tool
Google Keyword Suggest (Below)
Advanced Search Functions –Eg Wonderwheel (Right)
Bing Keyword Research Tool
WordTracker (more US based)
Your own analytics package (Omniture/GA/WebTrends)</li></ul>14<br />
Understand Your Current Site<br />What are people doing on your current site?<br />15<br />Top – Google Analytics  | Botto...
Tools To Understand Your Potential Audience<br /><ul><li>Competitive SEO & Social Analysis (Popular Content/Linked to/Shared
Google AdPlanner
Hitwise (CAN be insightful but expensive)</li></ul>16<br />
The Fundamentals<br />17<br />
Site-wide SEO<br /><ul><li>Reporting should be considered everywhere
Hosting, Application & Site Speed (Target site to Australia if you have a .com)
Install and understand Webmaster Tools – Google/Bing/Yahoo
Use logical URL structures (for deep linking)</li></ul>eg.com.au/clothes/jackets NOT eg.com.au/prod.aspx?id=23452345&col=2...
Use Semantic structures within content (H1>H6 sensibly)
Consider Web and Mobile accessibility
Don’t use Flash. If you can’t avoid it offer HTML alternatives
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Site Design, SEO, SMO and Reporing

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My presentation from Content Management World in Melbourne - May, 2011.

I spoke to the brief below:

Developing a strategy to drive traffic to your site and improve conversions
• How to get your site found through optimised web design
• Leveraging online and search marketing, SEO and social recommendations to maximise traffic
• Practical ideas for attracting and converting audiences

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  • Hi Yozza

    Great presentation over all of Design, SEO,SMO and reporting.

    Very preciously you have define the basic and important aspects for webmaster to improve their websites and skills. I would like to recommend it to all starters who really want to improve their skills toward website analysis.

    Thanks
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  • Australian’s have to be signed in to Facebook for customisation, whereas U.S.A don’t.Bing have no desire to release anything equivalent to Google’s +1 as they have FB data.
  • According to Danny Sullivan, universal search results have 41% higher CTR84% of videos shown in SERP are informational. Examples include tutorials, news, non-commercial agenda, etc.
  • Multi-channel reporting now in Beta for Google Analytics V5
  • Do not use file extensions for TEXT/HTML content. I.e. Anything which is not video, image, PDF, etc.
  • Perform card sorting if necessary to design IA
  • Add RSS feed to the head of HTML so that programs can identify a feed. E.g. Firefox RSS icon in addressbar. Don’t use Robots.txt to compensate for poor URL coding.
  • Post-purchase social media sharing such as Ticketmaster and Eventbrite. Social reinforcement.
  • Website Optimiser can leverage on Google Analytics installation by sharing data.
  • HIPPO – Highest Paid Person’s Opinion
  • Site Design, SEO, SMO and Reporing

    1. 1. Site Design, SEO, SMO and Reporting<br />Andrew Hughes – Snr. Consultant SEO & SMO<br />May 05th 2011<br />
    2. 2. Today’s Session<br />Did you know?<br />The search results<br />How to approach SEO/SMO<br />The Fundamentals<br />Site structure<br />On page elements<br />Sign in/register/purchase<br />Reporting & Testing<br />Social<br />Top SEO Actions<br />Questions<br />2<br />
    3. 3. Did you know #1<br />Google Shopping arrived in Australia two days ago (03/05/11)<br />Action: You can add a feed through merchant centre<br />3<br />
    4. 4. Did You know #2<br />YouTube is the second largest search engine in Australia (7th largest site)<br />User Stats:<br /><ul><li>6.12 Visits / Month
    5. 5. Total reach 42.5%
    6. 6. Over 14 minutes spent on YouTube per user each visit**
    7. 7. Average 62 YouTube pages per user each month</li></ul>Action: Create and optimise content in different forms<br />4<br />
    8. 8. Did you know #3<br />Bing ‘Liked results’<br />Bing’s organic results promotes links that your friends have ‘liked’ publicly or shared on Facebook. This is to encourage friends and family recommendations.<br />Action: Implement FB Likes & Shares<br />
    9. 9. Did you know 3.5<br />Clicking this button will publicly express your ‘like’ for the website in Google search results <br />Google +1<br />Action: Apply For +1 Here<br />
    10. 10. Did you know #4<br />•~$917 billion worth of retail sales last year were “web-influenced”<br />• Online + web-influenced offline sales = 42% of total retail sales<br />•By 2014, the web will influence = 53%<br />Forrester Research March 2010<br />7<br />
    11. 11. Did you know #5<br />PPC spend = 92% of Internet marketing dollars<br /><10% of all clicks are made on PPC adsOrganic clicks yield >90% of all traffic<br />Only 8% of all SEM spend is spent on SEO<br />8<br />
    12. 12. The Search Results<br />9<br />
    13. 13. The Universal Search Results Page<br />Paid Search Results<br />Driving direct response with tailored messaging and up to date offers<br />Organic Search Results<br />Increasingly active social communities lead to higher SEO rankings<br />Video Search Results<br />Social growth results in more relevant videos.<br />Image Search Results<br />Active communities lead to higher coverage<br />Latest (Google) News Articles<br />Digital PR<br />10<br />
    14. 14. What The User Looks At<br />5 sec.<br />10 sec.<br />20 sec. <br />15 sec.<br />
    15. 15. How to Approach SEO/SMO<br />12<br />
    16. 16. Start With Keyword/Market Research<br /><ul><li>You need to know exactly what people are looking for, and what you can offer them?
    17. 17. Relevance - there is no point your website talking about new motors if the audience is searching for new cars.
    18. 18. Catch people early in the purchase cycle – category based searches & product research
    19. 19. Use your SEM campaigns to immediately find out what keywords are most profitable / offer highest ROI.</li></ul>13<br />
    20. 20. Keyword Research Tools<br /><ul><li>Google Keyword Tool
    21. 21. Google Keyword Suggest (Below)
    22. 22. Advanced Search Functions –Eg Wonderwheel (Right)
    23. 23. Bing Keyword Research Tool
    24. 24. WordTracker (more US based)
    25. 25. Your own analytics package (Omniture/GA/WebTrends)</li></ul>14<br />
    26. 26. Understand Your Current Site<br />What are people doing on your current site?<br />15<br />Top – Google Analytics | Bottom Left Crazy Egg | Right ClickTail<br />
    27. 27. Tools To Understand Your Potential Audience<br /><ul><li>Competitive SEO & Social Analysis (Popular Content/Linked to/Shared
    28. 28. Google AdPlanner
    29. 29. Hitwise (CAN be insightful but expensive)</li></ul>16<br />
    30. 30. The Fundamentals<br />17<br />
    31. 31. Site-wide SEO<br /><ul><li>Reporting should be considered everywhere
    32. 32. Hosting, Application & Site Speed (Target site to Australia if you have a .com)
    33. 33. Install and understand Webmaster Tools – Google/Bing/Yahoo
    34. 34. Use logical URL structures (for deep linking)</li></ul>eg.com.au/clothes/jackets NOT eg.com.au/prod.aspx?id=23452345&col=23452345<br /><ul><li>Try to be W3C HTML & CSS compliant (Consolidate where possible)
    35. 35. Use Semantic structures within content (H1>H6 sensibly)
    36. 36. Consider Web and Mobile accessibility
    37. 37. Don’t use Flash. If you can’t avoid it offer HTML alternatives
    38. 38. Understand that you should be able to test new layouts & designs at every opportunity...</li></ul>18<br />
    39. 39. Site Structure<br />19<br />
    40. 40. Your IA should reflect consumer interest<br /><ul><li>Your keyword research should guide your site structure and hierarchy
    41. 41. Keep the user in mind at all times (your research as a guide)
    42. 42. Use intuitive menus and navigation
    43. 43. All pages are not equal – consider priorities and quick links
    44. 44. Ensure that your content can be crawled (Spiders)
    45. 45. Sitemaps – XML & HTML all help this
    46. 46. Breadcrumb navigation (RDFa, Microdata or Microformats)
    47. 47. Separate content types if necessary, but try to keep on one domain!</li></ul>20<br />
    48. 48. Tips and Tricks<br /><ul><li>Browse your website using Lynx text browser – this is as close to seeing what Google sees – or in WMT – browse as Googlebot
    49. 49. The first file that Google looks for on your server is Robots.txt
    50. 50. Use Robots.txt to reference your Sitemap Index File
    51. 51. Don’t use robots.txt to limit crawling – you want this!
    52. 52. Create page, image, news, video sitemaps to help index content
    53. 53. Use RSS for news/blog content or special offers
    54. 54. Consider: Dynamic Title, Description, Keyword, RDFa data based on information in db
    55. 55. Contextual linking is very beneficial – use it carefully
    56. 56. ONLY USE ONE DOMAIN – use vanity URL’s but host all content on your money domain.</li></ul>21<br />
    57. 57. On Page Elements<br />22<br />
    58. 58. Your Category Pages<br /><ul><li>Your category pages should be content rich and relevant for the consumer</li></ul>Eg. Harvey Norman note laptops not notebooks<br /><ul><li>Avoid Duplicate Content – use meta: noindex, follow on duplicate content
    59. 59. Reference preferred content versions eg. if sort by price ensure that preferred version is canonically referenced or if neccessary, nofollow (not prefered)
    60. 60. Ensure that it is possible to navigate back to the homepage quickly
    61. 61. Use sitemaps intelligently – if you have lots of content, break it down into relevant sitemaps
    62. 62. Use offers to drive people to sign upto RSS or social notifications</li></ul>23<br />
    63. 63. Your Product Pages<br /><ul><li>Strong Meta calls to action – proven and tested within the SEM campaign, and tailored by category & sub category.
    64. 64. Images, Video (Transcripted), Specifications
    65. 65. Data rich – Rich Snippets (e.g. RDFa)
    66. 66. RSS subscribe to the category or sub category offer feed</li></ul>24<br />
    67. 67. General On Page Advice<br /><ul><li>Customers who viewed this also viewed/Customers who purchased this also purchased
    68. 68. Purchase based rules – eg. three products or more = free shipping within a product category
    69. 69. Social sharing: Share & Like – OpenGraph integration / Share on Twitter. For blogs & news – Reddit/Technorati</li></ul>Which takes us on to...<br />25<br />
    70. 70. Sign In/ Registration/Payment<br />26<br />
    71. 71. Simplify the process – Sign up/Sign In<br />An interesting ecommerce fact that is very relevant:<br />Two seconds is the new threshold that an average online shopper is willing to wait for a web page to load and 40 percent of shoppers will wait no more than three seconds before abandoning a retail or travel site (Forrester and Akamai 2009)*<br />Improve login options:<br />Open ID or Open Graph (Facebook)<br />27<br />* From Retail Technology Review October 2010<br />
    72. 72. Payments Simplified<br /><ul><li>Make sure that your check out process can be completed in three pages at the most.
    73. 73. Use your reporting to track fall out within the purchase funnel
    74. 74. Offer consumers the option to pay how they want to pay.</li></ul>28<br />
    75. 75. Reporting and Testing<br />29<br />
    76. 76. Reporting<br /><ul><li>Build a robust analytics and reporting framework
    77. 77. Set up your analytics to report on all aspects
    78. 78. Understand and action the insights that it generates</li></ul>30<br />
    79. 79. Testing (MVT)<br />Test to ensure that you maximise your conversion<br />Be it a like, consumption of content, a sale or other, make sure that you segment your users and maximise your conversions<br />Google offer Website Optimiser for free – there are paid tools too<br />31<br />
    80. 80. Social<br />32<br />
    81. 81. Five things to bring people to your site<br /><ul><li>Great service! Build those great reviews, advocates and links
    82. 82. Offering advice in the research phase – Create great content to become the authority on a topic
    83. 83. Become the Authority - Facts and figures – Infographics, leverage your data/research
    84. 84. Socially enable your site
    85. 85. Incentivise - Offers / Deals – Facebook/Google/Social Media Engagement</li></ul>33<br />
    86. 86. Top SEO Actions<br />34<br />
    87. 87. Things that get forgotten<br /><ul><li>Platforms (new) should support four to five versions of your site. Front end site – updates should just be skin/aesthetic changes
    88. 88. Design and build to be as cutting edge as you can afford to be – a site that is 12 months old looks it compared to a new site
    89. 89. Employ the best people you can, to action search and social work - They will make more out of reasonable tools, than the best tools with mediocre people
    90. 90. Record every click - if you have the storage capacity. The more you know about your site and users, the better</li></ul>So what are the foundations from an SEO perspective?<br />
    91. 91. My Top Tips for Site & Traffic Success<br />(obviously involve an SEO from the start) but...<br /><ul><li>Base decisions on data not opinions
    92. 92. Keyword research should be considered in IA design
    93. 93. Try to enhance your SERP listings as much as possible
    94. 94. Don’t believe everything that Google tells you
    95. 95. Create great content that can be referenced, shared and that aligns with your social media strategy
    96. 96. Report, segment, test, learn, action – regularly
    97. 97. Do what you do best, as well as you possibly can do it
    98. 98. Don’t follow your competitors – offer the user what they are looking for</li></ul>36<br />
    99. 99. Questions<br />37<br />Andrew Hughes – Snr. Consultant SEO & SMO<br />Reprise Media: http://www.reprisemedia.com.au<br />Twitter: @y0z2a<br />My Blog (Just Rebuilt): http://searcheverywhere.net<br />This Presentation: http://www.slideshare.net/y0z2a<br />
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