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SEO for CEOs

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Why corporate CEOs need to be more involved with their website deliberations and not delegate it to the wrong execs.

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SEO for CEOs

  1. 1. SEO for CEOs (Getting the most from your SEO) by Ash Nallawalla CEO, TrainSEM.com/Twemps.com
  2. 2. Bio <ul><li>SEO consultant and trainer – TrainSEM.com </li></ul><ul><ul><li>Clients include SEO agencies and businesses. </li></ul></ul><ul><li>Social networking outsourcer – Twemps.com </li></ul><ul><ul><li>We engage on behalf of clients. </li></ul></ul><ul><li>Local Search forum moderator, webmasterworld.com </li></ul><ul><li>Past SEO agency manager (2000+ clients) </li></ul><ul><li>Past in-house SEO: YellowPages.com.au, WhitePages .com.au, CitySearch.com.au, WhereIs.com.au, etc </li></ul><ul><li>Email: ash@trainsem.com </li></ul><ul><li>Personal blog: www.netmagellan.com </li></ul>
  3. 3. Should this happen to a new site? <ul><li>Blog reaction: </li></ul>http://authoritylabs.com/blog/omg-target-really/
  4. 4. When customers hate the new site http://www.change.org/petitions/singapore-airlinesbrplease-give-us-back-the-old-website
  5. 5. When customers can’t open your site <ul><li>It’s bad enough to be down, but worse when your error message is indexed. </li></ul>
  6. 6. Involve your SEO agency… <ul><li>What is wrong with this Google search result for “target”? </li></ul><ul><li>Ask your SEO. </li></ul>
  7. 7. It’s all about the customer, right? <ul><li>Gift registries broken? (sitelink) </li></ul><ul><li>Never mind SEO, but why annoy customers? </li></ul>
  8. 8. And why annoy Google? <ul><li>This is a bit technical — server headers. </li></ul><ul><li>Say, this was a link on some page. </li></ul><ul><li>Ask your SEO why this is bad for Google. </li></ul>
  9. 9. What can go wrong with a new site? <ul><li>Poor information architecture </li></ul><ul><li>Web platform not search engine friendly </li></ul><ul><li>Poor usability </li></ul><ul><li>Poor accessibility </li></ul><ul><li>Inadequate server </li></ul><ul><li>Poor search engine optimisation (SEO) </li></ul><ul><li>etc </li></ul>
  10. 10. Poor specification <ul><li>A website spec might address security, interoperability, functionality, etc. </li></ul><ul><li>But it might suck at search engine visibility and need to be propped up with paid advertising indefinitely. </li></ul><ul><li>Most high-end ecommerce platforms are not search friendly out of the box. </li></ul><ul><li>Get your SEO included in the specification team. </li></ul>
  11. 11. Visits = Customers <ul><li>If a prospect can’t find your pages in Google Search, they won’t come. </li></ul><ul><ul><li>If they do come but can’t use the site, they won’t buy or return. </li></ul></ul><ul><li>For every website decision, ask, “will this increase our web conversions, or not?” </li></ul><ul><li>Include your SEO in usability and accessibility discussions. </li></ul>
  12. 12. Avoid lawsuits <ul><li>One of the sites mentioned earlier was sued in 2006 for a lack of accessibility (Alt tags missing in images) </li></ul><ul><li>Their new site had some missing Alt tags. </li></ul><ul><li>Ask your SEO why legislation such as the ADA (in U.S.) or DDA (in Australia), etc cannot be ignored. </li></ul>
  13. 13. Perfection is difficult <ul><li>There are tools to check accessibility, e.g. http://validator.w3.org/ or http://atutor.ca/achecker/ </li></ul>ada.gov
  14. 14. Which tail wags the corporate dog? <ul><li>A major ecommerce platform decision usually dictates the website portal and infrastructure around it. </li></ul><ul><li>A single vendor or integrator is chosen because it makes life easy for the IT and Finance people. </li></ul><ul><li>Don’t fall for it! They are not accountable for revenues. </li></ul><ul><li>Get the CMO and CIO to agree before making a platform decision. Include your impartial SEO in these meetings. </li></ul>
  15. 15. Keep your SEO informed <ul><li>Invite to important meetings that affect the website, e.g.: </li></ul><ul><ul><li>Discussions of new functionality </li></ul></ul><ul><ul><li>Vendors who come to pitch their offerings </li></ul></ul><ul><ul><li>When drafting Request for Quotations </li></ul></ul><ul><ul><li>When evaluating RFQs </li></ul></ul><ul><ul><li>During Business Acceptance Testing (BAT) </li></ul></ul>
  16. 16. Finally — Promote your SEO <ul><li>If you have an in-house SEO, elevate that position as high as you can in the marketing hierarchy. </li></ul><ul><li>If you have an SEO agency arrangement, include them in internal senior level meetings (preferably ones they can attend in person). </li></ul>
  17. 17. Download this preso <ul><li>If you are reading this as a PDF on the conference CD, you won’t see the brief notes. Grab the PPT from: http://www.trainsem.com/pubcon/ </li></ul><ul><li>Contact: USA: +1 (310) 424-9296 (rings in AU) or AUS: +61 (3) 9600 3993 </li></ul><ul><li>[email_address] </li></ul><ul><li>Thank you </li></ul>

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