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".
1. Does your website make your visitorsdo what you want them to do? A talk about getting back to the basicsAnup Narayanan - Verbanet Technologies - Feb 19, 2012 1
2. Background: My search for the best definition ofSEO 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 Website by ensuring that the siteprocess of high on the list of of visitors to SEO is the remains increasing the amountresults 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 Website by ensuring that the site remains high on the list ofSEO isresults returned by... the amount of visitors to the process of increasinga 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 theThe 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 numberresults 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 AttractConvertWebsite Business3 4. Interesting!Google changed itsalgorithm around 500times in 2010 Thats 1.3times a day Eric Schmidt, ExecutiveChairman, Google 4 5. The advent of personalized searchWhen two users search for buy flowers inDubai they need not see exactly the same results5 6. Ask a search engine Build the website for users, not for Search Engines6 7. Users lets stop calling them thatThe web is used bypeople 7 8. The web is used by peoplePeople with families 8 9. The web is used by peoplePeople with passion9 10. The web is used by peoplePeople with aspirations10 11. The web is used by peoplePeople like you and me 11 12. The web is for the people Focus on people and the search engineswill take care of itself 12 13. Building a website for people 2 parts AttractConvertWebsite Business13 14. Building a website for peoplePart 1 Attracting people14 15. Question?Is your website management, The problem of the IT team? OrThe job of the marketing team? 15 16. Involve marketing/ branding + ITI will show it in thetechnically correctThis is how I want thewayworld to see us IT/ SEO/ Web Experts Marketing/ Branding16 17. Marketing/branding involvement Communicate the services/ offerings in the correct way Right language and tone Colors , Logo etc OthersPresent the website in the correct way to SearchEngines 17 18. Search is fundamental to human natureSometime back(& still do)RecentlyFor Food For Information 18 19. A factThe Search Engine Space is Crowded Just 10 slots available on page one Desperation leads to short cuts, stay out of it...19 20. Apart from Search Engines?Direct Traffic AffiliatesSearch Referals:Engines Facebook Digg LinkedIn Slideshare Twitter20 21. How your brand will evolve online?Search Direct Traffic Referals: Facebook, Digg,Engines LinkedIn, Slideshare, Twitter AffiliatesBrand discoveryBrand recallBrand loyalty 21 22. It works like this.Nobody searches for Shiny white sleek laptopThey type www.apple.comCan you reach there? 22 23. Traffic Generation: Search,Outside theReferrals, Direct, Affiliates website Brand discoveryBrand recallOn the website Brand loyalty 23 24. Building a website for peoplePart 2 Converting24 25. Recap1. Planning2. Consistency3. Optimization4. Typography5. Portability6. Speed7. Content8. Accessibility9. Technology10.Interaction 25 26. Recap1. Planning2. Consistency3. Optimization4. Typography5. Portability6. Speed7. Content8. Accessibility9. Technology10.Interaction 26 27. Be boldwww.highrisehq.com 27 28. Be original What works best for you? www.craigslist.org28 29. Recap1. Planning2. Consistency3. Optimization4. Typography5. Portability6. Speed7. Content8. Accessibility9. Technology10.Interaction 29 30. The element of honestyI will write an article wherethe keyword florist in I will write an article aboutdubai will appear 6flower arrangementstimesVs.Write content for usersnot searchengines 30 31. The element of sharing Think WikipediaYou get the idea31 32. The element of consistency Stick to your plan32 33. Attract + ConvertWhen you get it right? 33 34. When you get it rightTraffic Generation: Search,Outside theReferrals, Direct, Affiliates website Brand discoveryBrand recallOn the website Brand loyalty 34 35. this is what happensAttract ConvertWebsite BusinessBrand recall, Word of Mouth, Direct Traffic35 36. Do people search for online shopping portal or visitwww.souq.comDo 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 involved37 38. Who do you need to get it done?(--------------------------- ?-------------------------------) 38 39. Things can go wrong when marketing meets ITPlaytime over boys.back to workITMarketing39 40. You need someone to Build your equity and assets on the online digitalplatform1. 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 40 41. What must you check?1. Number of visits 1. Direct 2. Search 3. Referral Install Google Analytics 4. Advertisement2. Bounce rate3. Conversion rate4. Average Time on Site/ Page5. Return visitors41 42. SummaryRewind and then I stop 42 43. Web 2.0 Web 2.0 is an architecture of collaboration Tim O Reilly 43 44. Web 2.0 is by the peoplePeople have absolute power todeterminewhat they like or dont like online44 45. The web is used by peoplePeople with families 45 46. The web is used by peoplePeople with passion46 47. The web is used by peoplePeople with aspirations47 48. The web is used by peoplePeople like you and me 48 49. Stay people focused (not search engine focused)Build your site for the peopleBe honest, Be sharing, Be consistentStick to the planThe search engines will come SEARCHING foryou49 50. Thank youAnup NarayananFeb 19, 2012 50