free classified ads

1. How To Rank No 1 On Google
1. How to rank No. 1 on Google Clayton Wehner - Blue Train Enterprises M: 0438
925 613 E: [email_address]
2. A little history of Google… <ul><li>http://www.youtube.com/watch?
v=EjN5avRvApk </li></ul>
3. Intro <ul><li>Tell us a little bit about: </li></ul><ul><ul><li>Your name
</li></ul></ul><ul><ul><li>Your business </li></ul></ul><ul><ul><li>Your website
</li></ul></ul><ul><ul><li>Your website traffic </li></ul></ul>
4. Scope <ul><li>1 … Search engines and Google </li></ul><ul><li>2 … Choosing
the Right Keywords </li></ul><ul><li>3 - On-site Optimisation
</li></ul><ul><li>4 … Getting Value from Links </li></ul><ul><li>5 … Content is
king </li></ul><ul><li>6 … More things to do and not do </li></ul>
5. How this workshop works <ul><li>I have structured content
</li></ul><ul><li>But happy to deviate where necessary </li></ul><ul><li>Ask
questions along the way </li></ul><ul><li>Learn from one another
</li></ul><ul><li>Informal, interactive, fun </li></ul>
6. How does your website fare? www.websitegrader.com
7. Search Engines and Google <ul><li>Part 1 </li></ul>
8. What is a search engine? <ul><li>A web search engine is a tool designed to
search for information on the World Wide Web ( Wikipedia )
</li></ul><ul><li>Search engines exist to deliver the best possible search
results to the user, for any given keyword combination. </li></ul><ul><li>Search
engines use complex algorithms to index and rank web pages programmatically.
</li></ul>
9. The big three search engines in Australia are…
10. About Google <ul><li>Brainchild of two college friends, Sergey Brin and
Larry Page </li></ul><ul><li>Their search engine was originally called BackRub
</li></ul><ul><li>In 1997 it became Google, a play on the word
&quot;googol,&quot; a mathematical term for the number represented by the
numeral 1 followed by 100 zeros </li></ul><ul><li>Google became the world…s
biggest search index in June 2000 </li></ul><ul><li>Google…s ascent as a …second
mover… was remarkable … it eclipsed the likes of AltaVista, Yahoo!, MSN, Lycos
</li></ul><ul><li>Today Google is a frontrunner in mapping and satellite
technology, operating system software, office applications, mobile computing and
much, much more </li></ul>
11. Why is important to optimise for Google? <ul><li>… Build it and they will
come… doesn…t apply on the web </li></ul><ul><li>There are many fancy websites
on the web that never get seen! </li></ul><ul><li>Launching a website is the
easy part… </li></ul><ul><li>The hard part is getting qualified traffic
</li></ul><ul><li>Need to satisfy two …audiences…: </li></ul><ul><ul><li>People
or …real… visitors </li></ul></ul><ul><ul><li>Search engine …spiders… or
…robots… </li></ul></ul>
12. Why is important to optimise for Google? <ul><li>93% of consumers… worldwide
use search engines to locate web sites. ( Forrester Research )
</li></ul><ul><li>85% of qualified web traffic is driven through search engines.
( WWW User Survey ) </li></ul><ul><li>75% of search engine traffic never scroll
past the first page of results. ( WWW User Survey ) </li></ul><ul><li>Google is
the number one website in Australia ( Hitwise ) </li></ul>
13. Organic vs Paid <ul><li>Google displays two types of results:
</li></ul><ul><ul><li>Organic results : these are unpaid listings that are
ranked by importance/keyword relevance </li></ul></ul><ul><ul><li>Paid results :
these are pay-per-click listings that appear on the right hand margin and above
the organic listings … anybody can bid to display their ad at the top of these
listings </li></ul></ul><ul><li>Google users generally accord greater worth to
the organic results </li></ul>
14. Paid Results Organic Results
15. Quick Quiz <ul><li>What do the following stand for?
</li></ul><ul><ul><li>HTML </li></ul></ul><ul><ul><li>URL
</li></ul></ul><ul><ul><li>RSS </li></ul></ul><ul><ul><li>SEO
</li></ul></ul><ul><ul><li>SEM </li></ul></ul><ul><ul><li>PPC
</li></ul></ul><ul><ul><li>SERPs </li></ul></ul>
16. Questions? <ul><li>Search Engines and Google </li></ul>
17. Choosing the Right Keywords <ul><li>Part 2 </li></ul>
18. Are you in Google? <ul><li>site:www.crestedmail.com

2. </li></ul><ul><ul><li>Displays a list of pages from your site that have been
indexed by Google </li></ul></ul><ul><li>link:www.crestedmail.com
</li></ul><ul><ul><li>Displays a sample of external pages that link to your site
</li></ul></ul><ul><li>cache:www.crestedmail.com </li></ul><ul><ul><li>Displays
the cached image of the website that is currently on file at Google.
</li></ul></ul><ul><li>info:www.crestedmail.com </li></ul><ul><ul><li>Displays
information that Google currently holds about the website.
</li></ul></ul><ul><li>related:www.yoursite.com </li></ul><ul><ul><li>Displays
pages that are similar to your website. </li></ul></ul><ul><li>If you are not in
Google, submit your site here: http://www.google.com.au/addurl </li></ul>
19. Choosing the Right Keywords <ul><li>A keyword combination is used to obtain
search results from a search engine </li></ul><ul><li>Web pages can be optimised
for particular keyword combinations </li></ul><ul><li>Before optimising a
website, it is necessary to identify the best keywords to optimise for
</li></ul>
20. Choosing the Right Keywords <ul><li>Keywords are the combinations of words
that searchers enter into search engines to find content </li></ul><ul><li>It…s
necessary to do some keyword analysis for your website…
</li></ul><ul><ul><li>What is the volume of traffic for different keyword
combination? </li></ul></ul><ul><ul><li>Have other websites optimised for those
keywords? Would it be hard to get a high ranking? </li></ul></ul><ul><ul><li>Who
sits in the No. 1 spot for those keywords? </li></ul></ul><ul><ul><li>What
keywords are my competitors targeting? </li></ul></ul><ul><ul><li>What do the
keywords say about the searcher…s intent/mindset?
</li></ul></ul><ul><ul><ul><li>Surfers
</li></ul></ul></ul><ul><ul><ul><li>Researchers
</li></ul></ul></ul><ul><ul><ul><li>Buyers </li></ul></ul></ul>
21. Exercise <ul><li>What is the searcher…s intent/mindset if they were to use
the following search terms? </li></ul><ul><ul><li>Hotels
</li></ul></ul><ul><ul><li>Cheap hotels </li></ul></ul><ul><ul><li>Hotels in
Sydney </li></ul></ul><ul><ul><li>Last minute Sydney hotel deals
</li></ul></ul><ul><ul><li>free classified ads</li></ul></ul><ul><ul><li>post
free ads </li></ul></ul><ul><ul><li>Grand Mercure hotel Darling Harbour Sydney
</li></ul></ul>
22. Exercise <ul><li>Pair up </li></ul><ul><li>Imagine that you are in the
market for something from your partner…s website and you…re ready to buy
</li></ul><ul><li>Write down three keyword phrases that you might enter into a
search engine to find that product or service </li></ul><ul><li>Then, write down
three keyword phrases that you think somebody would enter into a search engine
to find your own product or service </li></ul><ul><li>Compare your keyword
combinations </li></ul>
23. Google Keyword Suggestion Tool
<ul><li>https://adwords.google.com/select/KeywordToolExternal
</li></ul><ul><li>Visit the site now and plug in a generic word that relates to
your business </li></ul><ul><li>Take a minute or two to review the data…because
I…m going to ask you to come up with the best keyword combination for your home
page shortly… </li></ul>
24. Keyword Advice <ul><li>Optimise each page for a different keyword
combination (yep, every single page) </li></ul><ul><li>Don…t choose single
keywords … 3-5 word combinations are best </li></ul><ul><li>Don…t choose generic
keywords - be specific </li></ul><ul><li>Don…t choose hotly-contested keywords
</li></ul><ul><li>Use geographic qualifiers … ie. Adelaide </li></ul><ul><li>Put
yourself in the buyer…s shoes </li></ul><ul><li>Choose keywords that align with
a …buying… state of mind </li></ul>
25. Exercise <ul><li>Take a couple of minutes to come up with an appropriate
keyword combination that you could optimise your home page for.
</li></ul><ul><li>Here are some combinations that I have used:
</li></ul><ul><ul><li>Canberra jobs (CapitalJobs.com.au)
</li></ul></ul><ul><ul><li>Australian online bookstore (Boomerang Books)
</li></ul></ul><ul><ul><li>Cheap books Australia (Boomerang Books)
</li></ul></ul><ul><ul><li>Cheap hotels Sydney (Getaroom.com.au) </li></ul></ul>
26. Questions? <ul><li>Choosing the Right Keywords </li></ul>
27. On Site Optimisation <ul><li>Part 3 </li></ul>
28. On Site Optimisation <ul><li>On-site factors play a big role in determining

3. your search engine rankings </li></ul><ul><li>These are the things that you can
do yourself or that you can task your web developer to do on your behalf
</li></ul>
29. Use of multimedia platforms <ul><li>Be careful when using multimedia
platforms, such as Flash, particularly as navigational elements
</li></ul><ul><li>Your website must be ‘spiderable‘, otherwise it won‘t get good
search engine rankings </li></ul><ul><li>Text-based navigation can be
‘spidered‘; links embedded within a Flash element cannot. </li></ul><ul><li>Be
careful also with Javascript, DHTML or other graphical navigation elements
</li></ul><ul><li>If you use these, provide a text based navigation bar
elsewhere on the page </li></ul>
30. On-site navigation <ul><li>Your navigation structure and accessibility is
critical for search engine rankings ‘ search engines need to be able to access
your content in order to index it </li></ul><ul><li>KISS principle
</li></ul><ul><li>Employ the 2 click rule (3 click rule at most)
</li></ul><ul><li>Use textual links from your home page </li></ul><ul><li>Use a
Sitemap which can be accessed from your home page </li></ul><ul><li>Employ
inline / contextual links ‘ links within your page copy </li></ul>
31. The TITLE tag <ul><li>The singularly most important on-site factor!
</li></ul><ul><li>If you do one thing to your site, then this should be it!
</li></ul><ul><li>This is what appears in the top bar in your browser
</li></ul><ul><li>Almost always the heading that Google chooses for its listings
‘ therefore it needs to be enticing or contain a call-to-action </li></ul>
32. This is where the TITLE tag appears in your browser
35. The TITLE tag <ul><li>Include your chosen keywords within the TITLE tag ‘
preferably near the start of the tag </li></ul><ul><li>Try to keep it to 70
characters </li></ul><ul><li>Must be relevant to the page content
</li></ul><ul><li>Very important - each page should have a different TITLE tag
</li></ul>
36. Exercise <ul><li>Open your own website in your browser
</li></ul><ul><li>View the source code (View menu) </li></ul><ul><li>What is
your TITLE tag? </li></ul><ul><li>Is it appropriate? </li></ul><ul><li>Could it
be better? </li></ul><ul><li>What does your main competitor have as their home
page TITLE tag? Is it better than yours? </li></ul>
37. Metadata Tags <ul><li>Search engines also use a series of metadata tags that
reside in the header of the page to index websites </li></ul><ul><li>These tags
can‘t be seen by human visitors to your website ‘ but they‘re still interrogated
by the search engines </li></ul>
38. The DESCRIPTION tag <ul><li>A textual description of what the page is about
</li></ul><ul><li>Regularly used in Google search results as the description of
your site </li></ul>
40. The DESCRIPTION tag <ul><li>Include keywords close to the start of the tag,
but don‘t repeat more than 3 times </li></ul><ul><li>Try to keep it to 150
characters </li></ul><ul><li>Must be relevant to the page content
</li></ul><ul><li>Each page should have a different DESCRIPTION tag </li></ul>
41. The KEYWORD tag <ul><li>Less important than TITLE and DESCRIPTION, but still
worth including </li></ul><ul><li>Up to 10 individual words, separated by commas
</li></ul>
42. Body Text <ul><li>Google loves original, high quality textual content
</li></ul><ul><li>Body text is extremely important for search engine rankings
because this is what human users come to see </li></ul><ul><li>Keywords,
synonyms and variations of the primary keyword combination should be included in
the body text, but not so that it reads ‘artificially‘. It should read
naturally. </li></ul><ul><li>More on textual content in Part 5‘ </li></ul>
43. Keywords in URLs <ul><li>URLs that contain keywords are better than those
that don‘t </li></ul><ul><li>Quite easy to do if your website is static, a
little more difficult for database-driven sites </li></ul><ul><li>Don‘t make the
URLs too long because this will be seen as an attempt to manipulate the search
results </li></ul><ul><li>Good and bad:
</li></ul><ul><ul><li>www.crestedmail.com/hotels/sydney/hilton.html
</li></ul></ul><ul><ul><li>www.mysite.com/search.asp?hotelID=435&locID=32
</li></ul></ul>
44. Heading Tags <ul><li>Heading tags ‘ eg. <h1>, <h2> - within the HTML
identify headings within the page copy and break up the text

4. </li></ul><ul><li>They are used by search engines to determine page content
</li></ul><ul><li>Use keywords in these tags, but don‘t overdo it. </li></ul>
46. Link Anchor Text <ul><li>The ‘anchor‘ text contained within hyperlinks
provides Google with an understanding of what the linked content is about
</li></ul><ul><li>Every hyperlink on your site should have descriptive anchor
text, rather than ‘ click here‘‘ </li></ul><ul><li>Inline links or contextual
links are best </li></ul><ul><li>eg. </li></ul><ul><ul><li>Blue Train
Enterprises offers a free white paper on how to optimise your website for the
search engines </li></ul></ul>
47. Image ALT Text <ul><li>There is the opportunity to specify ‘alternate‘ text
for every image on your website </li></ul><ul><li>The ALT text is displayed if
the image doesn‘t load in the user‘s browser </li></ul><ul><li>It also can have
a positive effect on your website rankings </li></ul><ul><li>The ALT tag should
describe the image </li></ul><ul><li>Keep it short and to the point
</li></ul><ul><li>Don‘t use ALT tags as a place to stuff keywords </li></ul>
48. A word on domain names‘ <ul><li>Domain names can assist search engine
rankings too </li></ul><ul><li>If you are thinking of changing names, or
planning a new business, think carefully about the domain name you choose
</li></ul><ul><li>Best to have .com.au for Australian market, but if possible
secure .com as well (very difficult these days) </li></ul><ul><li>Try to keep it
short, memorable </li></ul><ul><li>Try to include keywords in the domain name
</li></ul><ul><li>Register the name for as long as possible </li></ul>
49. Customer Assurance Factors <ul><li>It is recommended that your website
contains: </li></ul><ul><ul><li>Business information ‘ ABN, ACN, RBN
</li></ul></ul><ul><ul><li>Telephone number ‘ 1300 adds credibility
</li></ul></ul><ul><ul><li>A physical address
</li></ul></ul><ul><ul><li>Information about your business ‘ ‘about us‘
</li></ul></ul><ul><ul><li>Policies </li></ul></ul><ul><ul><ul><li>Privacy
</li></ul></ul></ul><ul><ul><ul><li>Security
</li></ul></ul></ul><ul><ul><ul><li>Terms of use / disclaimers
</li></ul></ul></ul><ul><ul><li>A sitemap with links to major pages
</li></ul></ul>
50. Questions <ul><li>On Site Optimisation </li></ul>
51. Getting Value from Links <ul><li>Part 4 </li></ul>
52. Getting Value from Links <ul><li>Links ‘ both inbound and outbound ‘ are
important factors for Google when assessing a website‘s importance </li></ul>
53. Inbound Links <ul><li>These are links on other websites that link to your
site </li></ul><ul><li>Good quality inbound links serve as a ‘vote of
confidence‘ for your site ‘ if a good site links to your site, then by
association, your site must be good, too </li></ul><ul><li>Try and get links
from ‘authority‘ websites to your site </li></ul><ul><ul><li>Thematically-linked
sites </li></ul></ul><ul><ul><li>High ranking and well-known sites
</li></ul></ul><ul><ul><li>Government (.gov.au) sites ‘ eg SA Central
</li></ul></ul><ul><ul><li>Educational institution (.edu.au) sites
</li></ul></ul><ul><li>It‘s not the volume of inbound links that is important ‘
it‘s the quality </li></ul>
54. Inbound Links <ul><li>When requesting a link, try and engineer it so that
your keywords are included in the anchor text ‘ eg. Australian Online Bookstore,
Boomerang Books instead of just Boomerang Books </li></ul>
55. Exercise <ul><li>Think of five websites that you could try and get an
inbound link from: </li></ul><ul><ul><li>SA Central </li></ul></ul><ul><ul><li>‘
. </li></ul></ul><ul><ul><li>‘ . </li></ul></ul><ul><ul><li>‘ .
</li></ul></ul><ul><ul><li>‘ . </li></ul></ul><ul><ul><li>Think B2B partners,
customers, local government, local media, chambers of commerce, industry
associations, business enterprise centres (!), consumer websites‘
</li></ul></ul>
56. Outbound Links <ul><li>There is evidence to suggest that your outbound links
contribute to your rankings </li></ul><ul><li>Only link to good quality,
thematically-aligned content on third party websites </li></ul><ul><li>Only link
to sites that would be of interest to your audience </li></ul><ul><li>Be aware
that outbound links take visitors away from your site ‘ and that is not
necessarily what you want to do. </li></ul>
57. Caution‘ <ul><li>Reciprocal links ‘ I‘ll link to you, if you link to me
</li></ul><ul><ul><li>You can get some value from these only if the two sites

5. </li></ul><ul><ul><li>You can get some value from these only if the two sites
are thematically aligned and are both high quality
</li></ul></ul><ul><ul><li>Most requests for reciprocal links should be deleted,
particularly three-way link swaps </li></ul></ul><ul><li>Paid Links
</li></ul><ul><ul><li>Google frowns upon paid links the Google algorithm is�
sophisticated and can detect links which seek to artificially manipulate its
rankings </li></ul></ul><ul><li>Link Farms & Bad Neighbourhoods� �
</li></ul><ul><ul><li>These are sites that allow you to post your link for free
alongside thousands of other sites </li></ul></ul><ul><ul><li>Being linked from
these sites can damage your standing </li></ul></ul>
58. Getting listed in Directories <ul><li>Being listed in major directory-based
websites can boost your rankings considerably
</li></ul><ul><ul><li>http://www.dmoz.org aka The Open Directory Project - a�
difficult one to get into
</li></ul></ul><ul><ul><li>http://search.yahoo.com/info/submit.html
</li></ul></ul><ul><ul><li>http://www.google.com/local/add - a very important
one that will see your business plotted on Google Maps
</li></ul></ul><ul><ul><li>http://www.yellowpages.com.au/awu_freeListing.do
</li></ul></ul><ul><ul><li>http://www.hotfrog.com.au
</li></ul></ul><ul><ul><li>http://www.aussieweb.com.au
</li></ul></ul><ul><ul><li>http://www.truelocal.com.au
</li></ul></ul><ul><ul><li>http://www.bigroo.com.au
</li></ul></ul><ul><ul><li>http://www.webwombat.com.au/submit/index.htm
</li></ul></ul>
59. Other ways to get Inbound Links <ul><li>Articles / interviews published on
other websites </li></ul><ul><li>Press releases </li></ul><ul><li>Forum posts
</li></ul><ul><li>Blog comments </li></ul><ul><li> Link bait controversial� � �
is best! </li></ul>
62. Questions <ul><li>Getting Value from Links </li></ul>
63. Content is King <ul><li>Part 5 </li></ul>
64. Content is King <ul><li>Ever heard the saying? </li></ul><ul><li>Search
engines are simply a means to locate great content </li></ul><ul><li>Does your
site have great content? </li></ul><ul><li>Or is it brochure-ware ?� �
</li></ul><ul><li>Does your site do anything else that will bring visitors� �
back time and again? </li></ul>
65. Content is King <ul><li>Add content that people want to read and will pass
on top ten tips, how to guides, free white papers </li></ul><ul><li>Text� � �
should be in short sentences, compact paragraphs, be well punctuated, and
contain headings to break up the text time-poor people don t read, they scan� �
</li></ul><ul><li>Pages should not scroll and scroll and scroll�
</li></ul><ul><li>One page per topic (optimised for that topic) and cross-link;
granularity </li></ul>
66. Content is King <ul><li>Text should be written from a WIIFM (What s in it�
for me?) perspective no fluff, just tell the customer what they want to hear.�
</li></ul><ul><li>Add content regularly via a content management system (CMS) or
via regular HTML editing (if you are capable) </li></ul><ul><li>If your site
remains static, then it will lose its prominence in the search engines (and
visitors won t want to come back) </li></ul>�
67. Add content regularly <ul><li>Some ideas for new content for your website:
</li></ul><ul><ul><li>New products </li></ul></ul><ul><ul><li>Company activities
</li></ul></ul><ul><ul><li>Special offers or discounts
</li></ul></ul><ul><ul><li>Achievements awards </li></ul></ul><ul><ul><li>New�
staff profiles </li></ul></ul><ul><ul><li>Case studies about your products or
services </li></ul></ul><ul><ul><li>Testimonials from customers
</li></ul></ul><ul><ul><li> How to guides </li></ul></ul><ul><ul><li>General� �
advice about products or services </li></ul></ul><ul><ul><li>Observations about
the market </li></ul></ul>
68. Web 2.0 and Social Media Content <ul><li>Web 2.0 is a term describing
changing trends in the use of World Wide Web technology and web design that aims
to enhance creativity, secure information sharing, collaboration and
functionality of the web. Web 2.0 concepts have led to the development and
evolution of web-based communities and its hosted services, such as social
networking sites, video sharing sites, wikis, blogs, etc (Wikipedia) </li></ul>
69. Web 2.0 and Social Media Content <ul><li>Blogs Wordpress�

6. </li></ul><ul><li>Online video - YouTube </li></ul><ul><li>Micro-blogging -
Twitter </li></ul><ul><li>Social networking Facebook, Linkedin�
</li></ul><ul><li>Social bookmarking Digg, Technorati, Delicious etc�
</li></ul><ul><li>RSS </li></ul><ul><li>Podcasts </li></ul><ul><li>Google loves
this content and you should employ it where appropriate </li></ul><ul><li>See my
other workshops for more info on Web 2.0, social media and blogging </li></ul>
70. Bookmarking / Tagging Sites <ul><li>Consider implementing an AddThis or
AddToAny button on your pages </li></ul><ul><ul><li>www.addthis.com
</li></ul></ul><ul><ul><li>www.addtoany.com </li></ul></ul><ul><li>A simple
piece of code that adds a button to your page: </li></ul>
71. Exercise <ul><li>Consider the different Web 2.0 content options blogs,�
video, Facebook, Twitter, bookmarking / tagging </li></ul><ul><li>Some (or all)
might not be appropriate for your business </li></ul><ul><li>How might some of
these things help your business? </li></ul><ul><li>Take 2 minutes to think about
it </li></ul>
72. Questions <ul><li>Content is King </li></ul>
73. More things to do and not do <ul><li>Part 6 </li></ul>
74. More things that you should do <ul><li>Monitor your server statistics� �
unique visitors is the key metric to track (not hits ) </li></ul><ul><li>Set� �
up Google Analytics on your site - http://www.google.com/analytics/
</li></ul><ul><li>Set up Google Webmaster Tools -
http://www.google.com/webmasters/ </li></ul><ul><li>Set up Google Alerts for
your business - http://www.google.com/alerts </li></ul><ul><li>Try out Google
Adwords pay per click advertising using a trial offer -
http://www.google.com.au/contactadwords </li></ul>
75. Other technical things to do <ul><li>Remove multiple instances of your� � �
site with a Permanent 301 redirect to elminate dilution of your website standing
</li></ul><ul><li>Implement a robots.txt file </li></ul><ul><li>Implement an XML
sitemap </li></ul><ul><li>Ensure that your pages load quickly by streamlining
your code and optimising your images </li></ul><ul><li>Ensure that your site s�
server has close to 100% uptime if it isn t live when the spider arrives,� �
your rankings may be affected </li></ul><ul><li>Make your site W3C compliant �
http://validator.w3.org </li></ul>
76. What you should NEVER DO <ul><li>Hidden text </li></ul><ul><li>Keyword
stuffing </li></ul><ul><li>Display duplicate content </li></ul><ul><li>Cloaking
displaying different content to visitors and spiders </li></ul><ul><li>Use�
Flash alone </li></ul><ul><li>Use Frames </li></ul>
77. A final thought <ul><li>If you employ one of the strategies mentioned in
this presentation, you will get some benefit in the search engine results pages
</li></ul><ul><li>If you employ a couple, you will get much greater benefit
</li></ul><ul><li>If you employ all of them properly, then you will most likely
go to the top of the results </li></ul><ul><li>The little things count and, when
you employ them together, they can make a big difference to your site
performance </li></ul>
78. Final Questions? <ul><li>Thank you! </li></ul>

7. </li></ul><ul><li>Online video - YouTube </li></ul><ul><li>Micro-blogging -
Twitter </li></ul><ul><li>Social networking Facebook, Linkedin�
</li></ul><ul><li>Social bookmarking Digg, Technorati, Delicious etc�
</li></ul><ul><li>RSS </li></ul><ul><li>Podcasts </li></ul><ul><li>Google loves
this content and you should employ it where appropriate </li></ul><ul><li>See my
other workshops for more info on Web 2.0, social media and blogging </li></ul>
70. Bookmarking / Tagging Sites <ul><li>Consider implementing an AddThis or
AddToAny button on your pages </li></ul><ul><ul><li>www.addthis.com
</li></ul></ul><ul><ul><li>www.addtoany.com </li></ul></ul><ul><li>A simple
piece of code that adds a button to your page: </li></ul>
71. Exercise <ul><li>Consider the different Web 2.0 content options blogs,�
video, Facebook, Twitter, bookmarking / tagging </li></ul><ul><li>Some (or all)
might not be appropriate for your business </li></ul><ul><li>How might some of
these things help your business? </li></ul><ul><li>Take 2 minutes to think about
it </li></ul>
72. Questions <ul><li>Content is King </li></ul>
73. More things to do and not do <ul><li>Part 6 </li></ul>
74. More things that you should do <ul><li>Monitor your server statistics� �
unique visitors is the key metric to track (not hits ) </li></ul><ul><li>Set� �
up Google Analytics on your site - http://www.google.com/analytics/
</li></ul><ul><li>Set up Google Webmaster Tools -
http://www.google.com/webmasters/ </li></ul><ul><li>Set up Google Alerts for
your business - http://www.google.com/alerts </li></ul><ul><li>Try out Google
Adwords pay per click advertising using a trial offer -
http://www.google.com.au/contactadwords </li></ul>
75. Other technical things to do <ul><li>Remove multiple instances of your� � �
site with a Permanent 301 redirect to elminate dilution of your website standing
</li></ul><ul><li>Implement a robots.txt file </li></ul><ul><li>Implement an XML
sitemap </li></ul><ul><li>Ensure that your pages load quickly by streamlining
your code and optimising your images </li></ul><ul><li>Ensure that your site s�
server has close to 100% uptime if it isn t live when the spider arrives,� �
your rankings may be affected </li></ul><ul><li>Make your site W3C compliant �
http://validator.w3.org </li></ul>
76. What you should NEVER DO <ul><li>Hidden text </li></ul><ul><li>Keyword
stuffing </li></ul><ul><li>Display duplicate content </li></ul><ul><li>Cloaking
displaying different content to visitors and spiders </li></ul><ul><li>Use�
Flash alone </li></ul><ul><li>Use Frames </li></ul>
77. A final thought <ul><li>If you employ one of the strategies mentioned in
this presentation, you will get some benefit in the search engine results pages
</li></ul><ul><li>If you employ a couple, you will get much greater benefit
</li></ul><ul><li>If you employ all of them properly, then you will most likely
go to the top of the results </li></ul><ul><li>The little things count and, when
you employ them together, they can make a big difference to your site
performance </li></ul>
78. Final Questions? <ul><li>Thank you! </li></ul>