The document discusses how search has evolved from Web 1.0 to Web 2.0 and provides strategies for businesses to gain search visibility using Web 2.0 techniques. It recommends developing websites with search in mind, identifying target niches and competitors, publishing relevant and indexable content, submitting sites to search engines and syndication sites, engaging in social networking and bookmarking, and tracking metrics.

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3. Search then and now, and why it’s changed The Web 2.0 Search Strategy: traffic Gaining visibility From the perspective of web development: how can I use search, practically and non-technically? Outline of Presentation

4. Reflected the web as it was then... Static, simple and easy manipulated Scant benefit to users Irrelevant results Took forever to get listed Think Altavista, Lycos, Looksmart Web 1.0 Search

5. Reflects the web now... Much more diverse organic results Immediately listing pages in the results: users receive the very latest content Search provide great deal of traffic Many avenues for search other than search: user/search fragmentation Web 2.0 Search

6. You can now search just for.... products images blogs video news New Search Avenues

7. The Web 2.0 Search Strategy: traffic

8. Most businesses still develop their websites with Web 1.0 Search in-mind. Very few new businesses websites take advantage – or at least proper advantage – of Web 2.0 and search. You need constant evolution – because search is constantly evolving. The problem currently…

9. Assuming search means traffic, and traffic is the objective, search is much more than search engines. It means taking advantage of social networks and back-linking, blogging and content syndication. It’s also important to remember…

10. Every decision on your website has to be about search Web 2.0 and Search 101

11. Hold up search and compare every decision you make online: no Flash forms! Pin it to the wall...

12. The key to your success is traffic and without traffic it doesn’t matter. You can have the best content, the lowest prices, the best design. But without traffic, no one will know.... Search

13. If you’re not concentrating on search, you’ll be second to someone that is. You could be beaten by an offshore or interstate competitor. Being number one is essential. The different between position 1 and position 11 is 8 times the traffic. Today it’s totally about search

14. Web 2.0 development with search

15. You have to create an Internet business; building a website for an offline business is not good enough. Customers are attracted very differently to the two: brands are less important. A website designed with search in mind will attract more traffic Strategy 2.0 – the online mindset

16. You must have a business plan that will provide benefit, whatever it is. Is it to sell products? Is it lead generation, for offline? Is the site supported by advertising? Can it rely on user generated content? What’s the business plan?

17. Identify a niche What do people search to reach that niche? Do users use local terms “widgets Sydney” Is it long-tail or short? Consider using a third party. Research Phase

18. Indentify direct and indirect competitors, locally and offshore Your offline competitors will be different to your online competitors Your competitors are those in the number 1 – 10 positions Research Phase

19. What type of content will you be publishing? The type your customers are searching for; Consider where the buyer is in the purchasing cycle; buyers and influencers need different content: 100k hits, 100 forms. Content Publishing

20. Build with best practise Forget designing key content pages in Flash Create content pages that can be reached by search engines Don’t forget about the user experience; can it be read? Design pages with text Designing and building Web 2.0

21. Content shouldn’t be hidden from the search engines: even hidden content. Dynamically use meta data like titles, descriptions, keywords Don’t forget user-generated content Create Sitemaps regularly - don’t rely on the search engines to find content: and evolve and grow Indexable Pages

22. Joost is a IPTV application Runs as a program on your computer Every channel and video has a direct link which is indexable Fifth Gear Channel http://www.joost.com/01900b6 Audi S5 v BMW 335i Shoot-Out – video information page http://www.joost.com/01900gi URL which launches the video joost://01900gi Example 1: Joost – Video Content

23. Linkedin a social networking tool for business Publishes a page of every member Has 20 million pages indexed in Google Has 26 million pages indexed in Yahoo Generally ranks in the top ten for name searches Example: 2 Linkedin User Generated Content

24. Example 2: Linkedin Publishes the name 4 times on each page for keyword density

25. On site Search Every website or application should provide search Providing quality search results is essential Search can contribute to increased page views Systems such as a Google Box provide metrics i.e. number of searches, searches with no results No results search can help tailor future content

26. Send your content out…

27. Use RSS to push out new content to search engines Develop content specific feeds i.e. video feed, blog feed etc Decide what content to publish as it happens Submit to relevant syndication sites like www.plugger.com.au or www.topix.net Syndication

28. Particularly necessary to blogs Ping is an XML-RPC-based push mechanism A ping is sent to ping servers when a site updates Pinging

29. Submit to search engines via webmaster tools Gain backlinks on related and relevant websites Marketing phase begins Submission Stage

30. Use Web 2.0 for statistics and metrics Google Analytics for traffic sources, referrals etc Crazy Egg for visualisation of where people click Woopra for real-time reporting Statistics & Metrics

31. Gaining Search visibility using Web 2.0

32. Add major social bookmarking links on your site to encourage interaction. Include: del.icio.us www.delicious.com StumbleUpon www.stumbleupon.com Digg www.digg.com Yahoo Buzz buzz.yahoo.com Social Bookmarking

33. Creating a presence on all Social Networking sites such as: Facebook, Bebo, Twitter, Linkedin Its costs nothing to establish presence Consider developing an application on Facebook Developer platform or on Google Open Social Development typically takes between 2 weeks and 15 weeks Web 2.0 Social Networks

34. Allows bloggers & companies to publish feeds on Facebook Works on both Facebook Profiles & Pages Automatically creates links to new content on your site Over 20k installations globally http://apps.facebook.com/blogrssreader/ Web 2.0 Case Study Facebook Blog RSS Feed Reader

35. Allow you to share and discover products with other consumers: customers you’d never have Allows you to submit your own products Typically have been US based. Ideal for ecommerce sites Social Shopping www.thisnext.com www.mypicklist.com www.kaboodle.com

36. The major engines now accept submissions of products Update them via custom XML feeds Product Search Engines products.live.com www.google.com/products shopping.yahoo.com

37. For bricks and mortar stores its essential to be found Ensure that your address is in address micro format Submit your stores and offices to the following sites: Mapping maps.live.com www.google.com.au/maps www.whereis.com au.maps.search.yahoo.com

38. Questions PowerPoint available at www.robertbeerworth.com [email_address]