Site Design, SEO, SMO and Reporing
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Transcript of Site Design, SEO, SMO and Reporing
Site Design, SEO, SMO and Reporting
Andrew Hughes – Snr. Consultant SEO & SMOMay 05th 2011
Today’s SessionDid you know?
The search results
How to approach SEO/SMO
The Fundamentals
Site structure
On page elements
Sign in/register/purchase
Reporting & Testing
Social
Top SEO Actions
Questions
2
Did you know #1Google Shopping arrived in Australia two days ago (03/05/11)
Action: You can add a feed through merchant centre
3
Did You know #2YouTube is the second largest search engine in Australia (7th largest
site)
User Stats:• 6.12 Visits / Month• Total reach 42.5%• Over 14 minutes spent on YouTube per user each visit**• Average 62 YouTube pages per user each month
Action: Create and optimise content in different forms
4
Did you know #3Bing ‘Liked results’
Bing’s organic results promotes links that your friends have ‘liked’ publicly or shared on
Facebook. This is to encourage friends and family recommendations.
Action: Implement FB Likes & Shares
Did you know 3.5
Google +1Clicking this button will publicly express your ‘like’ for the website
in Google search results
Action: Apply For +1 Here
Did you know #4
•~$917 billion worth of retail sales last year were “web-influenced”
• Online + web-influenced offline sales = 42% of total retail sales
•By 2014, the web will influence = 53%
Forrester Research March 2010
7
Did you know #5
PPC spend = 92% of Internet marketing dollars
<10% of all clicks are made on PPC ads
Organic clicks yield >90% of all traffic
Only 8% of all SEM spend is spent on SEO
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The Search Results
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The Universal Search Results Page
Paid Search Results Driving direct response with tailored messaging and up to
date offers
Organic Search Results Increasingly active social
communities lead to higher SEO rankings
Latest (Google) News Articles Digital PR
Image Search Results Active communities lead to
higher coverage
Video Search Results Social growth results in more
relevant videos.
10
What The User Looks At5 sec. 10 sec.
20 sec. 15 sec.
How to Approach SEO/SMO
12
Start With Keyword/Market Research• You need to know exactly what people are looking for,
and what you can offer them?
• Relevance - there is no point your website talking about new motors if the audience is searching for new cars.
• Catch people early in the purchase cycle – category based searches & product research
• Use your SEM campaigns to immediately find out what keywords are most profitable / offer highest ROI.
13
Keyword Research Tools• Google Keyword Tool• Google Keyword Suggest (Below)• Advanced Search Functions –Eg Wonderwheel (Right)• Bing Keyword Research Tool• WordTracker (more US based)• Your own analytics package (Omniture/GA/WebTrends)
14
Understand Your Current SiteWhat are people doing on your current site?
15 Top – Google Analytics | Bottom Left Crazy Egg | Right ClickTail
Tools To Understand Your Potential Audience• Competitive SEO & Social Analysis (Popular Content/Linked
to/Shared• Google AdPlanner• Hitwise (CAN be insightful but expensive)
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The Fundamentals
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Site-wide SEO• Reporting should be considered everywhere• Hosting, Application & Site Speed (Target site to Australia if you have
a .com)• Install and understand Webmaster Tools – Google/Bing/Yahoo• Use logical URL structures (for deep linking)eg.com.au/clothes/jackets NOT eg.com.au/prod.aspx?id=23452345&col=23452345
• Try to be W3C HTML & CSS compliant (Consolidate where possible)• Use Semantic structures within content (H1>H6 sensibly)• Consider Web and Mobile accessibility• Don’t use Flash. If you can’t avoid it offer HTML alternatives• Understand that you should be able to test new layouts & designs at every
opportunity...
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Site Structure
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Your IA should reflect consumer interest• Your keyword research should guide your site structure and
hierarchy• Keep the user in mind at all times (your research as a guide)• Use intuitive menus and navigation• All pages are not equal – consider priorities and quick links• Ensure that your content can be crawled (Spiders)• Sitemaps – XML & HTML all help this• Breadcrumb navigation (RDFa, Microdata or Microformats)• Separate content types if necessary, but try to keep on one
domain!
20
Tips and Tricks• Browse your website using Lynx text browser – this is as close to
seeing what Google sees – or in WMT – browse as Googlebot• The first file that Google looks for on your server is Robots.txt• Use Robots.txt to reference your Sitemap Index File• Don’t use robots.txt to limit crawling – you want this!• Create page, image, news, video sitemaps to help index content• Use RSS for news/blog content or special offers• Consider: Dynamic Title, Description, Keyword, RDFa data based
on information in db• Contextual linking is very beneficial – use it carefully• ONLY USE ONE DOMAIN – use vanity URL’s but host all content
on your money domain.
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On Page Elements
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Your Category Pages• Your category pages should be content rich and relevant for the consumerEg. Harvey Norman note laptops not notebooks
• Avoid Duplicate Content – use meta: noindex, follow on duplicate content• Reference preferred content versions eg. if sort by price ensure that
preferred version is canonically referenced or if neccessary, nofollow (not prefered)
• Ensure that it is possible to navigate back to the homepage quickly• Use sitemaps intelligently – if you have lots of content, break it down into
relevant sitemaps• Use offers to drive people to sign up
to RSS or social notifications
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Your Product Pages• Strong Meta calls to action – proven and tested within
the SEM campaign, and tailored by category & sub category.
• Images, Video (Transcripted), Specifications
• Data rich – Rich Snippets (e.g. RDFa)
• RSS subscribe to the category or sub category offer feed
24
General On Page Advice• Customers who viewed this also viewed/Customers who
purchased this also purchased
• Purchase based rules – eg. three products or more = free shipping within a product category
• Social sharing: Share & Like – OpenGraph integration / Share on Twitter. For blogs & news – Reddit/Technorati
Which takes us on to...
25
Sign In/ Registration/Payment
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Simplify the process – Sign up/Sign InAn interesting ecommerce fact that is very relevant: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)*
Improve login options:Open ID or Open Graph (Facebook)
27 * From Retail Technology Review October 2010
Payments Simplified• Make sure that your check out process can be completed in three
pages at the most.• Use your reporting to track fall out within the purchase funnel• Offer consumers the option to pay how they want to pay.
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Reporting and Testing
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Reporting• Build a robust analytics and reporting framework• Set up your analytics to report on all aspects• Understand and action the insights that it generates
30
Business Objective Goal KPI KPI Target
Get more job enquiries
more job seekers to website
increase visibility in search engines through SEO
30% traffic increase per year
increase visibility through SEM websites
10% traffic increase per
month
more clientsimprove job seekers contacting Robert Half
for jobs (employment success) 35% increase
Effective Online Marketing Build online database
increase number of available job seekers20 job seekers
per week
increase number of employers looking for employees
10 employers per week
Business SpecialisationAcquire more IT, accounting and banking employees/ employers
Acquire quality clients through SEO and SEM
25% increase per month
Testing (MVT)Test to ensure that you maximise your conversionBe it a like, consumption of content, a sale or other, make sure that
you segment your users and maximise your conversions
Google offer Website Optimiser for free – there are paid tools too
31
Social
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Five things to bring people to your site• Great service! Build those great reviews, advocates and links
• Offering advice in the research phase – Create great content to become the authority on a topic
• Become the Authority - Facts and figures – Infographics, leverage your data/research
• Socially enable your site
• Incentivise - Offers / Deals – Facebook/Google/Social Media Engagement
33
Top SEO Actions
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Things that get forgotten• Platforms (new) should support four to five versions of your site. Front end site
– updates should just be skin/aesthetic changes
• 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
• 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
• Record every click - if you have the storage capacity. The more you know about your site and users, the better
So what are the foundations from an SEO perspective?
My Top Tips for Site & Traffic Success(obviously involve an SEO from the start) but...
• Base decisions on data not opinions• Keyword research should be considered in IA design• Try to enhance your SERP listings as much as possible• Don’t believe everything that Google tells you• Create great content that can be referenced, shared and that
aligns with your social media strategy• Report, segment, test, learn, action – regularly• Do what you do best, as well as you possibly can do it• Don’t follow your competitors – offer the user what they are
looking for
36
Questions
37
Andrew Hughes – Snr. Consultant SEO & SMOReprise Media: http://www.reprisemedia.com.auTwitter: @y0z2aMy Blog (Just Rebuilt): http://searcheverywhere.netThis Presentation: http://www.slideshare.net/y0z2a