My presentation from Content Management World in Melbourne - May, 2011.
I spoke to the brief below:
Developing a strategy to drive traffic to your site and improve conversions
• How to get your site found through optimised web design
• Leveraging online and search marketing, SEO and social recommendations to maximise traffic
• Practical ideas for attracting and converting audiences
1. Site Design, SEO, SMO and Reporting Andrew Hughes – Snr. Consultant SEO & SMO May 05th 2011
2. Today’s Session Did 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
3. Did you know #1 Google Shopping arrived in Australia two days ago (03/05/11) Action: You can add a feed through merchant centre 3
7. Average 62 YouTube pages per user each monthAction: Create and optimise content in different forms 4
8. Did you know #3 Bing ‘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
9. Did you know 3.5 Clicking this button will publicly express your ‘like’ for the website in Google search results Google +1 Action: Apply For +1 Here
10. 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
11. Did you know #5 PPC spend = 92% of Internet marketing dollars <10% of all clicks are made on PPC adsOrganic clicks yield >90% of all traffic Only 8% of all SEM spend is spent on SEO 8
13. 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 Video Search Results Social growth results in more relevant videos. Image Search Results Active communities lead to higher coverage Latest (Google) News Articles Digital PR 10
14. What The User Looks At 5 sec. 10 sec. 20 sec. 15 sec.
59. Reference preferred content versions eg. if sort by price ensure that preferred version is canonically referenced or if neccessary, nofollow (not prefered)
60. Ensure that it is possible to navigate back to the homepage quickly
71. Simplify the process – Sign up/Sign In An 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
79. Testing (MVT) Test to ensure that you maximise your conversion Be 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
88. 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
89. 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
90. Record every click - if you have the storage capacity. The more you know about your site and users, the betterSo what are the foundations from an SEO perspective?
97. Do what you do best, as well as you possibly can do it
98. Don’t follow your competitors – offer the user what they are looking for36
99. Questions 37 Andrew Hughes – Snr. Consultant SEO & SMO Reprise Media: http://www.reprisemedia.com.au Twitter: @y0z2a My Blog (Just Rebuilt): http://searcheverywhere.net This Presentation: http://www.slideshare.net/y0z2a
Hinweis der Redaktion
Australian’s have to be signed in to Facebook for customisation, whereas U.S.A don’t.Bing have no desire to release anything equivalent to Google’s +1 as they have FB data.
According to Danny Sullivan, universal search results have 41% higher CTR84% of videos shown in SERP are informational. Examples include tutorials, news, non-commercial agenda, etc.
Multi-channel reporting now in Beta for Google Analytics V5
Do not use file extensions for TEXT/HTML content. I.e. Anything which is not video, image, PDF, etc.
Perform card sorting if necessary to design IA
Add RSS feed to the head of HTML so that programs can identify a feed. E.g. Firefox RSS icon in addressbar. Don’t use Robots.txt to compensate for poor URL coding.
Post-purchase social media sharing such as Ticketmaster and Eventbrite. Social reinforcement.
Website Optimiser can leverage on Google Analytics installation by sharing data.