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

Published in: Technology
  • 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.

    Are you sure you want to  Yes  No
    Your message goes here

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> NOT<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:<br />Twitter: @y0z2a<br />My Blog (Just Rebuilt):<br />This Presentation:<br />