how to be found on the net
TRANSCRIPT
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How To Be Found Online
Search Engine Optimisation
Michael Motherwell
SEO Bloke - WMS Consulting
http://www.wmsconsulting.com.au/cebit/
Conference @ CeBIT Australia
Darling Harbour, Sydney
3 May 2007
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Why Search Is Important• 70% of online purchases begin with a search• More than 8 in 10 Internet users have gone to
search engines to find information on the Web.• Around one in four Internet users present queries
on search engines on a typical day.• Search listings are 8 times more likely to be
remembered, and 20 times more likely to be clicked on than banners or buttons
• Search Engines will promote your site 24 hours a day, 365 days a year.
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More Importantly
The Internet Now Has A Start Page:
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Bottom Line
If You Can't Be Found When Googling, Not Much Else Matters
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SEM Defined• Search Engine Marketing (SEM) Has Two Elements:• Search Engine Optimisation (SEO)
– Changing Code To Rank “Naturally”– No Way To Pay Search Engines– Link Building– Content Tweaks– Metadata– Internal Linking
• PPC (Pay Per Click) Advertising– Pay Per Click– Bid Per Term– Ads Running In Around 30 Minutes
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Google SERP
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Yahoo SERP
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NineMSN SERP
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SEO• No Way To Pay (Most Search Engines)• Ranking = Relevance * Importance• Relevance = Words Used
– Page Content– Page Titles– Metadata (Descriptions, Keywords)– Words In Links– Word Not On Page (Or In Links To Page), Won’t Rank
• Words Must Be Text– Search Engines Do Not Index Flash, JavaScript Or
Images
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Importance = Links• Importance = Links From Other Sites
– Each Link A Vote– More Votes = More Important– PageRank – Some Links Better Than Others– Link Building Part Of Marketing– Ask For Links From Everyone: Suppliers, Friends, Family
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Search Curve
• Head Terms– Hotel– Hotel Sydney
• Tail Terms– Hotel Ibis Thornleigh Australia
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Keyword Research• Think Like a Potential Customer:
– Use Words People Search For, Not Jargon – Be Specific – Dog Biscuits, NOT Dog– Brainstorm – Office, Customers etc
• Use Online Tools To Verify Keywords– Paid: Wordtracker, Keyword Discovery– Free: Overture Aus (Other Countries)
• Qualifiers and Utilising Extra Terms– Cheap, Colours, Adjectives
• Use Keywords As Relevant– In Actual Page Content– In Metadata
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SEO For eCommerce• Coding
– Few URL Variables (Ampersand &), NO Session IDs– www.example.com/cart.php?
cat=43&prod=234&site=example&menu=6&submenu=13&sessid=asddf765324g
– Consistency – Same URL Every Time– MUST Render Without Cookies, JavaScript etc– Dynamically Change Metadata (Titles, Descriptions)
• Not Just Home Page: Every Page A Landing Page – Category Level Pages Good SEO Targets– Slice & Dice Your Content (Colour, Price, Manufacturer And
Combinations Thereof)– Internal Links To Category Pages, Breadcrumbs– Regionalise (Sydney, Melbourne etc)
• “Uniqueify” – Testimonials, Comments, Reviews
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Lets Get Practical• Amazon
– Good “Uniqueification”– Good Internal Links– LOTS Of Slicing And Dicing– Titles Backwards
• Deals Direct– Good URLs– Related Links Build Internal Link Popularity
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Thanx!
Michael Motherwell
Ph: (02) 9365 4571Em: [email protected] URLs: http://www.wmsconsulting.com.au/cebit/Blog: www.insearchofstuff.com
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Further Reading• A Quick Kick-Start Guide to Search Engine
Optimization (SEO) -> Cre8asite Forums • Tips For New Seos• Ten Tips to the Top of the Search Engines - Jill Wh
alen
• Search Engine Marketing 101 • Successful Site in 12 Months with Google Alone • Threads of the Web - Linking for Success• SEO Tools And Online Help
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Cost Per Click (CPC)• All About Money
– Pay For Each Click– Only Bid For Terms You Want– Ads Show Quickly
• Targeting Options– Bid For Specific Terms– Negative Terms (-Melbourne)– Target User Location– Set Budgets
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Advertising Options• Google AdWords
– https://adwords.google.com/select/ – Google.com and Google.com.au– ~70% Market Share Australia
• Yahoo Search Marketing– http://searchmarketing.yahoo.com/en_AU/– Supplies NineMSN and Yahoo– ~30% Market Share Australia
• Sensis BidSmart– https://bidsmart.sensis.com.au/bidsmart/index.jsp– Sensis– ~0.0% Marketshare (Error Margin 0.5%)
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CPC and eCommerce• Measuring and Tracking ROI Vital
– ROI Ideally Measured To Individual Terms & Products– Tweak, Test, Repeat
• Choosing The Right Words– Bid On As Many Terms As Possible – Long Tail– Use Multiple Qualifiers – Cheap, Colour, Buy, Sydney– Use Negative Words (-Brisbane)
• Choosing the Right Landing Page– Be Specific – [Buy iPod] To iPod Page, Not Home Page– Search Pages Often Good Landing Pages
• Watch Sold Out Products– Possible Use Of APIs (Google, YSM)