Does your website make your visitors do what you want them to do?

1. Does your website make your visitors do what you want them to do? A talk about getting back to the basics Anup Narayanan - Verbanet Technologies - Feb 19, 2012 1

2. Background: My search for the best definition of SEO SEO is the process of increasing the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP) The process of maximizing the number of visitors to a Web site by ensuring that the site remains high on the list of results returned by... “Does your website make your visitors do what you want them to do?” The process of maximizing the number of visitors to a Web site by ensuring that the siteprocess of high on the list of of visitors to SEO is the remains increasing the amount results returned by... a website by obtaining a high-ranking placement in the search results page of a search engine (SERP) The process of maximizing the number of visitors to a Web site by ensuring that the site remains high on the list of SEO isresults returned by... the amount of visitors to the process of increasing a website by obtaining a high-ranking placement in the search results “SEO - page of a search engine (SERP) Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the The process of maximizing the number of("organic"to a Web "natural" or un-paid visitors or "algorithmic") search results.” site by ensuring The process remains high on the list of of visitors to a Web that the site of maximizing the number results returned site by ensuring that the site remains high on the list of by... results returned by... 2

3. Focus of the talk – 2 parts Attract Convert Website Business 3

4. Interesting! Google changed it’s algorithm around 500 times in 2010 “That’s 1.3 times a day” Eric Schmidt, Executive Chairman, Google 4

5. The advent of personalized search When two users search for “buy flowers in Dubai” they need not see exactly the same results 5

6. Ask a search engine … Build the website for users, not for Search Engines… 6

7. Users …let’s stop calling them that… The web is used by people… 7

8. The web is used by people People with families 8

9. The web is used by people People with passion 9

10. The web is used by people People with aspirations 10

11. The web is used by people People like you and me 11

12. The web is for the people… “Focus on people and the search engines will take care of itself” 12

13. Building a website for people – 2 parts Attract Convert Website Business 13

14. Building a website for people Part 1 – Attracting people 14

15. Question? Is your website management, The problem of the IT team? Or The job of the marketing team? 15

16. Involve marketing/ branding + IT I will show it in the technically correct This is how I want the way world to see us IT/ SEO/ Web Experts Marketing/ Branding 16

17. Marketing/branding involvement • Communicate the services/ offerings in the correct way • Right language and tone • Colors , Logo etc… • Others… Present the website in the correct way to Search Engines 17

18. Search is fundamental to human nature… Sometime back…(& still do) Recently… For Food For Information 18

19. A fact… “The Search Engine Space is Crowded” Just 10 slots available on page one… Desperation leads to short cuts, stay out of it... 19

20. Apart from Search Engines? Direct Traffic Affiliates Search Referals: Engines Facebook Digg LinkedIn Slideshare Twitter 20

21. How your brand will evolve online? Search Direct Traffic Referals: Facebook, Digg, Engines LinkedIn, Slideshare, Twitter Affiliates Brand discovery Brand recall Brand loyalty 21

22. It works like this…. Nobody searches for “Shiny white sleek laptop” They type www.apple.com Can you reach there? 22

23. Traffic Generation: Search, Outside the Referrals, Direct, Affiliates website Brand discovery Brand recall On the website Brand loyalty 23

24. Building a website for people Part 2 – Converting 24

25. Recap 1. Planning 2. Consistency 3. Optimization 4. Typography 5. Portability 6. Speed 7. Content 8. Accessibility 9. Technology 10.Interaction 25

27. Be bold www.highrisehq.com 27

28. Be original – What works best for you? www.craigslist.org 28

30. The element of honesty I will write an article where the keyword “florist in I will write an article about dubai” will appear 6 flower arrangements… times… Vs. Write content for users…not search engines 30

31. The element of sharing… Think Wikipedia You get the idea… 31

32. The element of consistency… Stick to your plan 32

33. Attract + Convert When you get it right? 33

34. When you get it right… Traffic Generation: Search, Outside the Referrals, Direct, Affiliates website Brand discovery Brand recall On the website Brand loyalty 34

35. …this is what happens… Attract Convert Website Business Brand recall, Word of Mouth, Direct Traffic 35

36. Do people search for “online shopping portal” or visit www.souq.com Do people search for “online classifieds portal” or visit www.dubizzle.com Brand recall, Word of Mouth, Direct Traffic 36

37. The aim… Maximum “Direct Traffic” to your site Demonstrates: Brand visibility and brand recall…. Branding/ marketing must be involved 37

38. Who do you need to get it done? (--------------------------- ?-------------------------------) 38

39. Things can go wrong when marketing meets IT Playtime over boys….back to work IT Marketing 39

40. You need someone to … Build your equity and assets on the online digital platform 1. Bring together Marketing and IT 2. Set the overall objective and constantly remind people about it 3. Get the simple things right …(which is not simple) 4. Create a plan 5. Stick to the plan 40

41. What must you check? 1. Number of visits 1. Direct 2. Search 3. Referral Install Google Analytics 4. Advertisement 2. Bounce rate 3. Conversion rate 4. Average Time on Site/ Page 5. Return visitors 41

42. Summary Rewind and then I stop 42

43. Web 2.0 Web 2.0 is an architecture of collaboration Tim O’ Reilly 43

44. Web 2.0 is by the people People have absolute power to determine what they like or don’t like online 44

45. The web is used by people People with families 45

46. The web is used by people People with passion 46

47. The web is used by people People with aspirations 47

48. The web is used by people People like you and me 48

49. Stay people focused (not search engine focused) Build your site for the people Be honest, Be sharing, Be consistent Stick to the plan… The search engines will come SEARCHING for you… 49

50. Thank you Anup Narayanan Feb 19, 2012 50

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