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
Aug 20, 2015
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
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.
More Importantly
The Internet Now Has A Start Page:
Bottom Line
If You Can't Be Found When Googling, Not Much Else Matters
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
Google SERP
Yahoo SERP
NineMSN SERP
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
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
Search Curve
• Head Terms– Hotel– Hotel Sydney
• Tail Terms– Hotel Ibis Thornleigh Australia
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
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
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
Thanx!
Michael Motherwell
Ph: (02) 9365 4571Em: [email protected] URLs: http://www.wmsconsulting.com.au/cebit/Blog: www.insearchofstuff.com
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
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
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%)
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)