What is your current cost of traffic? How much do you spend on SEO? [A] How much do you spend on content creation? (If you do not spend monthly, take an average of last six months) [B] How much time (=money) do business teams spend providing content for their sections, or marketing team providing guidance/strategic inputs? [C] How much organic traffic do you get on the site? [D] Cost of traffic = D / (A + B + C) 1. Content: What To Write About? (1/4) 1. Content: Types of Content (2/4) 1. Content: How Much is Enough? (3/4) 1. Content: Content Addition, Updates? (4/4) 2. SEO: Let People Find You (1/5) 2. SEO: Some Facts (2/5) 2. SEO: Get On-Page Right (3/5) 2. SEO: Get On-Page Right (4/5) 2. SEO: Get Off-Page Right (5/5) Goal: Increase referral and returning traffic to the site, through improved communication Speak in a manner that connects with your users Speak about what is of value to your users Make it easy for your users to get to the core message

1. Increasing ROI of Digital Marketing, Part II
Integrated Content + SEO + Communication =
Improved Website ROI,
for increased traffic and conversions on your site
Do you want traffic
on your site?
© 2006 Confidential | Think Innovation 1

2. Speaker – Nimish Vohra
 Vice President and Country Head at Regalix Inc.
 Decade of experience in Digital Marketing, Human Factors and Creative design
 Previously with StarTV (one of the largest Entertainment and Media companies)
as Program manager for the R&D and production of next generation
Cable/Satellite Television programs
 Built ChaiTime, a large online community of NRIs
 Worked as Creative Lead in agencies with many of his creations going on to
become memorable house-hold names and still featured on several Asian
Networks
 Masters Degree in Industrial Design from IIT Mumbai and an Engineering Major
© 2006 Confidential | Think Innovation 2

3. This?
No problem! As
easy as 1, 2, 3…
© 2006 Confidential | Think Innovation 3

4. 1. Say something!
(Website Content)
2. Can people find
you? (Website SEO)
!
3. What you say –
does it make sense
to people?
(Communication)
© 2006 Confidential | Think Innovation 4

5. First, Get Your Bearings Right
What is your current cost of traffic?
 How much do you spend on SEO? [A]
 How much do you spend on content creation? (If you do not spend monthly,
take an average of last six months) [B]
 How much time (=money) do business teams spend providing content for
their sections, or marketing team providing guidance/strategic inputs? [C]
 How much organic traffic do you get on the site? [D]
 Cost of traffic = D / (A + B + C)
Goal: Basis recommendations in this webinar
target to reduce the cost to 20% of the current
cost, within 2-3 quarters
© 2006 Confidential | Think Innovation 5

6. 1. Say something!
(Website Content)
2. Can people find
you? (Website SEO)
!
3. What you say –
does it make sense
to people?
(Communication)
© 2006 Confidential | Think Innovation 6

7. 1. Content: What To Write About? (1/4)
Products/Services/Solutions
 Description/articles, FAQs, demos, tutorials, trainings, solution/data sheets
 Case-studies, testimonials
 Industry specific content
Domain
 Whitepapers, articles of general interest, trainings, news, best practices
 A B2C online ticketing site can write about popular destinations
 A banking site can write about taxation, sensible credit usage, how to work
with derivatives, etc
© 2006 Confidential | Think Innovation 7

8. 1. Content: Types of Content (2/4)
 One Way Content  Two way content (User
 Description about generated content or UGC)
products/services  Q&A
 Articles/Columns/Insights related  Forum/message board
to the domain  Comments, rating section
 Demos attached to different content
 Case studies, Best practices pieces
 Whitepapers  Articles, presentations, video, etc,
 Webinars/Presentations as applicable to your site
 Blogs
 PR articles
Involve the users
– search engines
value it!
© 2006 Confidential | Think Innovation 8

9. 1. Content: How Much is Enough? (3/4)
The more the better!
Nothing less than 50 pages
Work backwards: How many unique visitors do you
want on your site, each month?
Depending on the domain/demand, each page of
content can get about 50-500 unique visitors a month
So conservatively, if you want 2500 unique visitors to
your site each month, you would need at least 50
pages of content
Note: Non unique visitors would be much higher – includes
returning visitors
© 2006 Confidential | Think Innovation 9

10. 1. Content: Content Addition, Updates? (4/4)
 Increase your website size by  Refresh your pages at the same
0.5-3% every week or a higher rate
 If you have a 50 page website,  Update content on homepage
add about 1-2 pages each week and other summary pages
 If you have a 500 page website,  Update sitemap
add 3-6 pages each week  Add comments to article, blog
pages (if comment feature is
enabled)
© 2006 Confidential | Think Innovation 10

11. > Products/Services, Domain
1. Say something! > User generated content
> Critical mass of content
> Fresh, update content
(Website Content)
2. Can people find
you? (Website SEO)
!
3. What you say –
does it make sense
to people?
(Communication)
© 2006 Confidential | Think Innovation 11

12. 2. SEO: Let People Find You (1/5)
Make your site search engine friendly (on-page SEO)
Get your site indexed by search engines
Once indexed, move up the ranks on search engines
through off-page activities
Make the search
engines happy; they
will find you users
© 2006 Confidential | Think Innovation 12

13. 2. SEO: Some Facts (2/5)
 224 M websites compete for top
ranks
 1.4 B users worldwide (380% growth
2000-’08)
 13.1 B searches made in Feb ’09 (US)
 91% of Internet users use search
engines
 87% gather info from Top 10 search
results.
 73% online transactions start with
search engines.
Data courtesy Internet stats, comScore & Netcraft
© 2006 Confidential | Think Innovation 13

14. 2. SEO: Get On-Page Right (3/5)
Content is optimized for the right keywords
 Choose the right keywords
 Write content around these keywords
Those keywords should be in the
 Title tag, URL
 Headline, Content, Image ALT tags, Link tags
 Keyword and description tags
Navigation Structure For the inner secrets of SEO,
check Shivraj Asthana’s
 Clean hierarchy based navigation webcast: “Best Practices for
 Non javascript Search Engine Optimization”
on www.regalix.com
 Should include navigation trails
© 2006 Confidential | Think Innovation 14

15. 2. SEO: Get On-Page Right (4/5)
Technical
 Do not use dynamic URLs or javascript triggered
 Javascript and dynamic code should be optimized for the page (amount,
placement in the code, etc)
RSS, Sitemap
 Make your content available as RSS feeds
 Have a clean HTML/XML sitemap, and submit to search engines
Update content frequently
© 2006 Confidential | Think Innovation 15

16. 2. SEO: Get Off-Page Right (5/5)
Link Backs, Social Media
 Get link-backs from trusted sources – newspaper articles, PR sites, directories
 Link-backs from indexable social sites: blogs, wikis, social bookmarks,
forums, etc
 Assure that social content is indexable, and not behind login
 Check that the links do not have the no-follow tag
© 2006 Confidential | Think Innovation 16

17. > Products/Services, Domain
1. Say something! > User generated content
> Critical mass of content
> Fresh, update content
(Website Content)
> Can not be ignored
2. Can people find > On-page – keywords, title,
URL, navigation, RSS, etc
>Off-page – links backs,
you? (Website SEO) social media
!
3. What you say –
does it make sense
to people?
(Communication)
© 2006 Confidential | Think Innovation 17

18. 3. Communication (1/7)
Goal: Increase referral and returning traffic to the
site, through improved communication
Speak in a manner that connects with your users
Speak about what is of value to your users
Make it easy for your users to get to the core
message
Information = signal + noise +
redundancy
> Reduce noise
> Keep redundancy at an
appropriate level
© 2006 Confidential | Think Innovation 18

19. 3. Communication: Just Tell Your Users What You Do! (2/7)
Your home page and summary pages should explain
very clearly what you do
Upfront: what An example of what
the site offers the site offers
© 2006 Confidential | Think Innovation 19

20. 3. Communication: Just Tell Your Users What You Do! (3/7)
Explain your product and/or service in 5-10 seconds
(to your target audience, not any visitor)
Sets the tone of what
to expect in the site
Products and Services
upfront on the page
© 2006 Confidential | Think Innovation 20

21. 3. Communication: Just Tell Your Users What You Do! (4/7)
Avoid indirect messages
Not clear what the site
offers
Still not clear
© 2006 Confidential | Think Innovation 21

22. 3. Communication: Reinforce The Core Messages (5/7)
Repeat critical messages at least 2-3 times on the
page !
!
! Direct and to the point.
No verbose marketing
jargon.
Simple visual
explanation of what to
expect
© 2006 Confidential | Think Innovation 22

23. 3. Communication: Put the Core Message Upfront (6/7)
Structure the content such that core messages are
upfront on the page, paragraph, sentence…
1
2
3
© 2006 Confidential | Think Innovation 23

24. 3. Communication: Dos and Don’ts (7/7)
 Dos  Don’ts
 Direct message  Marketing lingo
 Well structured – headline + sub  Lengthy/verbose content
headline, summary text, short  Dull layouts
paragraphs, pull-outs as bullet
points
 Simple language
 Conversational style
 Use visuals that help explain, or
catch attention
Put yourself in your
 Do not forget creativity user’s shoes. Are they
same size as yours!
© 2006 Confidential | Think Innovation 24

25. It is simple!
Reach me on
nvohra@regalix-
> Products/Services, Domain inc.com
1. Say something! > User generated content
> Critical mass of content
> Fresh, update content
(Website Content)
> Can not be ignored
2. Can people find > On-page – keywords, title,
URL, navigation, RSS, etc
>Off-page – links backs,
you? (Website SEO) social media
Do not forget to benchmark
the cost of your current traffic.
!
> Direct messages
3. What you say – > Conversational style
> Put core message upfront
> Reinforce the core
does it make sense messages
to people?
(Communication)
© 2006 Confidential | Think Innovation 25

26. About Regalix
 Forefront of Online Marketing, Research and Web 2.0 portals
 Multi-disciplinary Leadership Team
 Fortune 500 and Venture-Backed Customers (B2B and B2C)
 Global Operations: HQ in Silicon Valley, 4 Offices
 150+ Team, Built on 8+ years of research
 Recognition
© 2006 Confidential | Think Innovation 26

27. Learn more about Regalix at:
www.regalix.com
For a free evaluation of your
website, please get in touch with
Namrata Kumar,
namrata@regalix-inc.com
If you have any questions about PPC,
SEO, content strategies, digital marketing,
etc please feel free to get in touch with
the speaker
Nimish Vohra,
nvohra@regalix-inc.com
© 2006 Confidential | Think Innovation 27