does your website make your visitors do what you want them to do?

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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

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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)

Background: My search for the best definition of SEO

“SEO - Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results.”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...

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)

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 site remains high on the list of results returned by...

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...

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...

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Focus of the talk – 2 parts

Attract Convert

Website Business

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Interesting!

Google changed it’s algorithm around 500 times in 2010

“That’s 1.3 times a day”

Eric Schmidt, Executive Chairman, Google

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The advent of personalized search

When two users search for “buy flowers in Dubai” they need not see exactly the

same results

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Ask a search engine …

Build the website for users, not for Search Engines…

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Users …let’s stop calling them that…

The web is used by people…

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The web is used by people

People with families

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The web is used by people

People with passion

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The web is used by people

People with aspirations

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The web is used by people

People like you and me

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The web is for the people…

“Focus on people and the search engines will take care of itself”

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Building a website for people – 2 parts

Attract Convert

Website Business

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Building a website for people

Part 1 – Attracting people

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Question?

Is your website management,

The problem of the IT team?

Or

The job of the marketing team?

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Involve marketing/ branding + IT

This is how I want the world to see us

I will show it in the technically correct way

IT/ SEO/ Web Experts

Marketing/ Branding

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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

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Search is fundamental to human nature…

For Food For Information

Sometime back…(& still do) Recently…

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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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Apart from Search Engines?

Search Engines

Direct Traffic Affiliates

Referals:

FacebookDiggLinkedInSlideshareTwitter

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How your brand will evolve online?

Search Engines

Direct Traffic

Affiliates

Referals: Facebook, Digg, LinkedIn, Slideshare, Twitter

Brand discovery

Brand recall

Brand loyalty

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It works like this….

Nobody searches for “Shiny white sleek laptop”

They type www.apple.com

Can you reach there?

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Traffic Generation: Search, Referrals, Direct, Affiliates

Brand discovery

Brand recall

Brand loyalty

Outside the website

On the website

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Building a website for people

Part 2 – Converting

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Recap

1. Planning2. Consistency3. Optimization4. Typography5. Portability6. Speed7. Content8. Accessibility9. Technology10.Interaction

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Recap

1. Planning2. Consistency3. Optimization4. Typography5. Portability6. Speed7. Content8. Accessibility9. Technology10.Interaction

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Be bold

www.highrisehq.com

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Be original – What works best for you?

www.craigslist.org

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Recap

1. Planning2. Consistency3. Optimization4. Typography5. Portability6. Speed7. Content8. Accessibility9. Technology10.Interaction

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The element of honesty

I will write an article where the keyword “florist in dubai” will appear 6 times…

I will write an article about flower arrangements…

Vs.

Write content for users…not search engines

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The element of sharing…

Think Wikipedia

You get the idea…

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The element of consistency…

Stick to your plan

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Attract + Convert

When you get it right?

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When you get it right…

Traffic Generation: Search, Referrals, Direct, Affiliates

Brand discovery

Brand recall

Brand loyalty

Outside the website

On the website

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…this is what happens…

Attract Convert

Website Business

Brand recall, Word of Mouth, Direct Traffic

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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

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The aim…

Maximum “Direct Traffic” to your siteDemonstrates: Brand visibility and brand

recall….Branding/ marketing must be involved

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Who do you need to get it done?

(---------------------------?-------------------------------)

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Things can go wrong when marketing meets IT

Marketing

IT

Playtime over

boys….back to work

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You need someone to …

1. Bring together Marketing and IT2. Set the overall objective and constantly

remind people about it3. Get the simple things right …(which is not

simple)4. Create a plan5. Stick to the plan

Build your equity and assets on the online digital platform

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What must you check?

1. Number of visits1. Direct2. Search3. Referral4. Advertisement

2. Bounce rate3. Conversion rate4. Average Time on Site/ Page5. Return visitors

Install Google Analytics

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Summary

Rewind and then I stop

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Web 2.0

Web 2.0 is an architecture of collaboration

Tim O’ Reilly

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Web 2.0 is by the people

People have absolute power to determine

what they like or don’t like online

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The web is used by people

People with families

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The web is used by people

People with passion

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The web is used by people

People with aspirations

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The web is used by people

People like you and me

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Stay people focused (not search engine focused)

Build your site for the peopleBe honest, Be sharing, Be consistentStick to the plan…

The search engines will come SEARCHING for you…

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Thank you

Anup NarayananFeb 19, 2012