A presentation that I delivered recently at the Verbanet Knowledge Cafe that focuses on the basic fundamentals of website design, which is "Attracting Customers" and "Converting Customers".
Does your website make your visitors do what you want them to do?
1. Does your website make your visitors
do what you want them to do?
A talk about getting back to the basics
Anup Narayanan - Verbanet Technologies - Feb 19, 2012 1
2. Background: My search for the best definition of
SEO
SEO is the process of increasing the amount of visitors to
a website by obtaining a high-ranking placement in the search results
page of a search engine (SERP)
The process of maximizing the number of visitors to a Web
site by ensuring that the site remains high on the list of
results returned by...
“Does your website make your visitors do
what you want them to do?”
The process of maximizing the number of visitors to a Web
site by ensuring that the siteprocess of high on the list of of visitors to
SEO is the
remains increasing the amount
results returned by...
a website by obtaining a high-ranking placement in the search results
page of a search engine (SERP)
The process of maximizing the number of visitors to a Web
site by ensuring that the site remains high on the list of
SEO isresults returned by... the amount of visitors to
the process of increasing
a website by obtaining a high-ranking placement in the search results
“SEO -
page of a search engine (SERP) Search engine optimization (SEO) is the process of improving
the visibility of a website or a web page in search engines via the
The process of maximizing the number of("organic"to a Web
"natural" or un-paid visitors or "algorithmic") search results.”
site by ensuring The process remains high on the list of of visitors to a Web
that the site of maximizing the number
results returned site by ensuring that the site remains high on the list of
by...
results returned by...
2
3. Focus of the talk – 2 parts
Attract Convert
Website Business
3
4. Interesting!
Google changed it’s
algorithm around 500
times in 2010
“That’s 1.3
times a day”
Eric Schmidt, Executive
Chairman, Google
4
5. The advent of personalized search
When two users search for “buy flowers in
Dubai” they need not see exactly the same
results
5
6. Ask a search engine …
Build the website for users, not
for Search Engines…
6
15. Question?
Is your website management,
The problem of the IT team?
Or
The job of the marketing team?
15
16. Involve marketing/ branding + IT
I will show it in the
technically correct
This is how I want the way
world to see us
IT/ SEO/ Web Experts
Marketing/ Branding
16
17. Marketing/branding involvement
• Communicate the services/ offerings in the correct way
• Right language and tone
• Colors , Logo etc…
• Others…
Present the website in the correct way to Search
Engines
17
18. Search is fundamental to human nature…
Sometime back…(& still do)
Recently…
For Food For Information
18
19. A fact…
“The Search Engine Space is Crowded”
Just 10 slots available on
page one…
Desperation leads to short cuts, stay out of it...
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20. Apart from Search Engines?
Direct Traffic
Affiliates
Search
Referals:
Engines
Facebook
Digg
LinkedIn
Slideshare
Twitter
20
21. How your brand will evolve online?
Search Direct Traffic Referals: Facebook, Digg,
Engines LinkedIn, Slideshare, Twitter
Affiliates
Brand discovery
Brand recall
Brand loyalty
21
22. It works like this….
Nobody searches for “Shiny white sleek laptop”
They type www.apple.com
Can you reach there?
22
23. Traffic Generation: Search, Outside the
Referrals, Direct, Affiliates website
Brand discovery
Brand recall On the website
Brand loyalty
23
30. The element of honesty
I will write an article where
the keyword “florist in I will write an article about
dubai” will appear 6 flower arrangements…
times…
Vs.
Write content for users…not search
engines 30
31. The element of sharing…
Think Wikipedia
You get the idea…
31
34. When you get it right…
Traffic Generation: Search, Outside the
Referrals, Direct, Affiliates website
Brand discovery
Brand recall On the website
Brand loyalty
34
35. …this is what happens…
Attract Convert
Website Business
Brand recall, Word of Mouth, Direct Traffic
35
36. Do people search for “online shopping portal” or visit
www.souq.com
Do people search for “online classifieds portal” or visit
www.dubizzle.com
Brand recall, Word of Mouth, Direct Traffic
36
37. The aim…
Maximum “Direct Traffic” to your site
Demonstrates: Brand visibility and brand recall….
Branding/ marketing must be involved
37
38. Who do you need to get it done?
(--------------------------- ?-------------------------------)
38
39. Things can go wrong when marketing meets IT
Playtime
over
boys….back
to work
IT
Marketing
39
40. You need someone to …
Build your equity and assets on the online digital
platform
1. Bring together Marketing and IT
2. Set the overall objective and constantly remind
people about it
3. Get the simple things right …(which is not
simple)
4. Create a plan
5. Stick to the plan
40
41. What must you check?
1. Number of visits
1. Direct
2. Search
3. Referral Install Google Analytics
4. Advertisement
2. Bounce rate
3. Conversion rate
4. Average Time on Site/ Page
5. Return visitors
41
43. Web 2.0
Web 2.0 is an architecture
of collaboration
Tim O’ Reilly
43
44. Web 2.0 is by the people
People have absolute power to
determine
what they like or don’t like online
44
45. The web is used by people
People with families
45
46. The web is used by people
People with passion
46
47. The web is used by people
People with aspirations
47
48. The web is used by people
People like you and me
48
49. Stay people focused (not search engine focused)
Build your site for the people
Be honest, Be sharing, Be consistent
Stick to the plan…
The search engines will come SEARCHING for
you…
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