CeBit emarketing And SEO Site Clinic
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SEO Site Clinic Putting It All Together Michael Motherwell & Guy Wayland SEO Bloke - WMS Consulting http://www. wmsconsulting .com.au/ cebit / Conference @ CeBIT Australia Darling Harbour, Sydney 3 May 2007
description
A Site Clinic In Which Michael Motherwell And Guy Wayland of WMS Australia reviewed Several Sites.
Transcript of CeBit emarketing And SEO Site Clinic
SEO Site Clinic
Putting It All Together
Michael Motherwell & Guy Wayland
SEO Bloke - WMS Consulting
http://www.wmsconsulting.com.au/cebit/
Conference @ CeBIT Australia
Darling Harbour, Sydney
3 May 2007
Sites Reviewed• www.diabetesnsw.com.au
– Anti-Sugar Brigade
• www.greenpeace.org/australia/ – As Dad Says, “Those Loopy Lefty Loonies”
• www.terrywhitedirect.com.au – Online Perfume Site
• One Pagers– www.perisherblue.com.au/winter/index.php
> Travel Website
– www.aussieweb.com.au> Australian Web Directory (Yellow Pages Without The Fluff)
www.diabetesnsw.com.au• As An Agenda Website, Rules Are Different
– Goals > To Raise Awareness
> Provide Solid Information
> Raise Funds?
– Generating Traffic Secondary
• Mission can Be Achieved Without Direct Traffic– Helping Promote Message Via Other Sites– Utilising Existing Resources To Further Goals
Wikipedia
• Add Link As Relevant (And Appropriate)• Find Secondary Listings: eg Diabetes Management• DO NOT Spam (If You Need To Ask, It Is Spam)
Metadata• Page Titles
– Random – Most Common:– <title>Diabetes Australia - NSW. The only charity dealing
with all people with diabetes.</title>– Should Be Page Specific– Include Keywords, Describe Page (What Can I Expect?)
• Meta Descriptions– Only Yahoo Uses As Intended (Google/MSN Sporadically)– Currently None – Should Add– Should Read Well (Full Sentences)– Expand Upon Title
• Meta Keywords– Next Slide
Content• Use Standard HTML
– H1, H2 etc– <p class="redheadings"> -> h1 + CSS
• Links– Consistency - Home Link to www.diabetesnsw.com.au
NOT www.diabetesnsw.com.au/homepage.asp– Link Text Specific
Click Here BAD, Not Just For SEO, Usability Link Out Of Context Should Make Sense SEO Consultant Australia
• Keywords– Use Variations: See Diabetes Overture Results
Link Partners• Ask And Ye Shall Receive
– Feel Good Stories Get Lots Of Free Press – Use It– Send Link Requests As Part Of (Old Skool) PR
• Other Charities• Syndicate Content
– Cooking Sites– Health Sites
• Donors / Sponsors– Send Every Donor Standard Linking Code– Explain That Sponsoring Charities Can Add Credibility– Reciprocate – Share The Link Love
Errata• What Do You Want Users To Do?
– Phone?– Email?– Donate?– Make That Clear
• Dot t-s And Cross i-s– www.diabetesnsw.com.au/robots.txt– 404 Error Page
www.greenpeace.org/australia/ • Domain Issue
– URL Supplied To Me Above– So What Is sites.greenpeace.org.au?
Link Generation• Ditto Diabetes Australia• Friends
– Encourage Members To Link– Develop Link Codes And PROMOTE IT– Out Link Call Out On Every Page– Explain To Members Why It Matters– Make It Sound Subversive
• “The Enemy”– One Word: BLOG!!!!– Flamebait Works – Antagonise Opponents– Goad Them Into Responding– Link To Adverse Stuff
Million Dollar Idea (For Free*)
• Googlebombing• What Is It?
– Convince (Cajole?) Many People To Link To A Page> MUST ALL LINK TO EXACT SAME URL
> MUST ALL USE SAME WORDS IN LINK
– Page (Eventually) Ranks Number One For Words In The Link
• Does It Work?– Heck YEH!!!!!!!!!– Greatest Living American– Maybe Not Forever - Miserable Failure
* Cheque May Or May Not Be In The Mail
Script Step One: The Phrase• Pick A Phrase
– One That Is Important, But No Ranked For At Present– NOT Environmental Or Green Whatever– A “Competitor’s” Term
• Make It Controversial, Overtly Political And Oddball• Want the Left Linking In Glee• Want The Right Linking In Disgust• Some ideas:
– Coal Power, Nuclear Power (Currently 9th)
• My Personal Favourites:• The Election Is Coming!
– John Howard And/Or Liberal Party
Script Step 2: The Page• Choose A URL
– Use Keywords And .org.au (To Qualify As Aussie)– Not Rocket Surgery:
www.greenpeace.org.au/john-howard/
• Write A Page Of Content– <title>John Howard And Kyoto – Even More To Be Sorry
For – Greenpeace Australia</title>– <h1>Why Won’t John Howard Sign The Kyoto Treaty On
Carbon Emission Reduction? </h1>– Use Term Liberally (Triple Entendre {Jokes For Nerds!!!}) In Content
• Make Sure Page Includes:– Some Action e.g Kyoto Treaty Petition, Signup To
Newsletter, Donate Money etc– “Seed” Information e.g. “Want To Help? Link Here…”
Script Step 3: The Setup• Write Detailed Instructions
– Brief Explanation Of What Is Required– Have Standard Linking Code THIS IS THE KEY
<a href="http://www.greenpeace.com/john-howard/">John Howard</a>
– Include This Explanation On The Page To Spread Virus
• Seed Campaign To Get People Linking– Subscriber Base (Newsletters, Members)– Web 2.0 sites, Digg, Reddit etc– Put Out A Press Release – Get Some Media Buzz
• Site Back And Wait For Ranking (and Publicity) To Roll In
Script Step 4: Follow Up• Follow It Up
– Use Ranking To Generate Old Skool PR (Public Relations)
– Write Up A New Post With The Results– Link To All the Mentions In The Press About Story
• Need To Promise Me Something:
• If Piers Akerman Picks Up The Story…
• EMAIL ME!!! [email protected]
www.terrywhitedirect.com.au• eCommerce Site Selling Perfume• Trying To Do To Much
– No Page Can Be All Things To All Searches– Many Opportunities To Rank, So Don’t Panic!
• Product Page Busy
– Want Them To BUY – Make that Prominent
• Need To Slice And Dice– Many Categories Best Approach To Best Result– Manufacturer (Perfume House)– By Price
Metadata
• Page Titles LOOOONNNGG• The Great Revisit After Myth
– <META NAME="revisit-after" CONTENT="15 days">
• Close Second Robots– <META NAME="robots" CONTENT="all=index,follow">– Mistake (all= New To Me!)– Besides, Indexing And Following Is The Default!
• Description Good– But Why <p>?– Remove (Not Escape) HTML
Uniqueify• Duplicate FILTER
– NOT Penalty– Matches On Snippets– Looks Similar, Will be Filtered
• Value Add– Testimonials– Reviews– Comments
• This Is Vital– Not Much Chance If Same As Everyone Else
Page Elements• Make Logo Link
– People Expect It
• Footer / Tagline– Choose A (SHORT) Phrase– Most Important Terms (Perfume, Fragrance)– Stick It In Footer Or As Tagline
• Why Isn’t Chemist Logo A Link To Parent Site?
Errata• robots.txt
– http://www.terrywhitedirect.com.au/robots.txt– Never Hurts To Have One
• 404– 404 Should Tell Me What Happened– See www.apple.com/are-you-there-mr-jobs
www.perisherblue.com.au• Why Redirect?• What Is The Goal?
– Sales? News? What??
• Page Titles Backwards– Specifics First, Then More General– Append “Australia” To The End
• No JavaScript, No Menu – Indexing Issues– Sitemap work around– CSS Better
• 404 - http://www.perisherblue.com.au/me
www.aussieweb.com.au• Example To All
– Good URLs, Titles– Clean URL Structure– Slicing And Dicing
• 2 Small Errors In Meta Description– <meta name="description" content="AussieWeb Local
search helping your find Dance Training & Studios businesss in FLOREY />
– Missing Closing ", businesss– Description Can be Longer (None For Home Page BTW)– Looking for a Dance Training & Studios in Florey?
AussieWeb Local search can help you find one, as well as a number of other businesses either in Florey, or surrounding suburbs.
I Lied (Two Pages)
• Some Extra Ideas• More Slicing And Dicing
– Just Place (All Newtown Businesses)– Grouping Areas: Sydney, Brisvegas, Inner West
• Footer:– Searching Over 1.2 Million… In Footer (As Text)
• Perfect For Sitemaps– www.sitemaps.org– Add Into robots.txt: sitemaps.org/protocol.php#informing
• 404 – A Good Idea To Explain What Happened
If You Are Still Awake
Thanx!
Michael Motherwell
& Guy Wayland
WMS AustraliaPh: (02) 9365 4571
Em: [email protected], [email protected]
Presentation: www.wmsconsulting.com.au/cebit/
Blog: www.insearchofstuff.com
