optimise everything

Optimising everything means building a good Optimising everything means building a good website, from colours to code, and website, from colours to code, and maximising every opportunity for your maximising every opportunity for your website and your business.website and your business.

Optimise Optimise EverythingEverything

Everything?Everything?

Yep, as much as you can.Yep, as much as you can.

Things like:Things like: Your Website’s Your Website’s CodeCode Your Website’s Your Website’s GooglabilityGooglability Your Website’s Your Website’s ContentContent Your Website’s Your Website’s PresencePresence Your Website’s Your Website’s ProcessesProcesses Your Website Your Website KnowledgeKnowledge

Best of Both WorldsBest of Both Worlds

In just about anything you do, equal In just about anything you do, equal amounts of energy should be amounts of energy should be towards making your website:towards making your website:

Better for your visitors.Better for your visitors. Better for Google.Better for Google.

In that order.In that order.

Your Website’s CodeYour Website’s Code

Download Times – The smaller the Download Times – The smaller the files, the quicker the Googlebot can files, the quicker the Googlebot can download and index each page download and index each page before moving on to the next one.before moving on to the next one.

Credibility – A “lighter” and well-Credibility – A “lighter” and well-designed page tells Google that designed page tells Google that you’re serious about delivering you’re serious about delivering your content more efficiently.your content more efficiently.


Turn this…


Into this…


Making this… Look like this…


Or even this… Into this…


Clean HTML.Clean HTML. JS and CSS include files.JS and CSS include files. Flash is fine – in moderation, no Flash is fine – in moderation, no

content in it though and not in main content in it though and not in main navigation.navigation.

““Lighter” files.Lighter” files.

Your GooglabilityYour Googlability

Are your site’s pages in Google’s index?Are your site’s pages in Google’s index? All of them?All of them? Do your pages have proper metas?Do your pages have proper metas? Are you showing in the right Google Are you showing in the right Google

results?results? Do you have a robots.txt or a sitemap.xml?Do you have a robots.txt or a sitemap.xml? Got Analytics?Got Analytics? Got Maps?Got Maps? Are you unknowingly breaking any rules?Are you unknowingly breaking any rules?

Your GooglabilityYour GooglabilityIs your site even indexed?Is your site even indexed?

Yes? Rock on.Make sure Googs has the right number of pages.

Your GooglabilityYour GooglabilityIs your site even indexed?Is your site even indexed?

No? Well that’s poo. What’s the story?

• Faulty “disallow” in a robots.txt?• Crappy JavaScript menus that the Googlebot can’t read?• No inbound links? (a few quality links are roughly eleventy billion times better than submitting to a search engine – they even tell you this)


If you don’t have one, get a Google If you don’t have one, get a Google Account.Account.

No really. If you haven’t got one, go get one now, we’ll wait here…


Go into Webmaster Tools - Add your Go into Webmaster Tools - Add your site.site.


Diagnostics – HTML Suggestions

Duplicates, long, short or missing metas are all easy to fix and are all important.


Crawlability

Robots.txt - Check the one you’ve got or build your own.


Site Settings

Geotargetting is probably most important here. Particularly if you’ve got a .com hosted in the US.


Sitemap.xml

They tell you that you don’t need one for smaller sites, but it doesn’t hurt to have anyway.Don’t have one? Google “XML Sitemap” and you’ll get sites that’ll do it for free in seconds.


If you haven’t yet, get some Google If you haven’t yet, get some Google Analytics.Analytics.

Just like WMTs, it’s free and easy. Do it now and you’ll see why later.


Same goes for Google Maps.Same goes for Google Maps.

And this is too easy as well. Be ready for the phone to ring or wait months for a postcard.

Site is indexedSite is indexed WMTs/Crawlability - WMTs/Crawlability -

Robots.txt/Sitemap.xmlRobots.txt/Sitemap.xml WMTs/GeotargetingWMTs/Geotargeting WMTs/HTML SuggestionsWMTs/HTML Suggestions Google AnalyticsGoogle Analytics Google MapsGoogle Maps No broken rulesNo broken rules


Your Site’s ContentYour Site’s Content

What’s your site about?What’s your site about? What keywords should you target?What keywords should you target? How many should you use?How many should you use? How should you use them?How should you use them? Does your content already include Does your content already include

them?them? If not, can your content support If not, can your content support

them?them?


What does Google think your site is What does Google think your site is about?about?

In Google WMTs, “Keywords” tells us much more reliable info than even “Top search queries” which can be poo in it’s reliability.


Your homepage should tell all, Your homepage should tell all, particularly the <title>.particularly the <title>.


KeywordsKeywordsStart by Googling “keyword tool” and you can Start by Googling “keyword tool” and you can safely use any of the top 5 results.safely use any of the top 5 results.

1.1. Google Keyword ToolGoogle Keyword Tool2.2. Google AgainGoogle Again3.3. WordtrackerWordtracker4.4. More GoogleMore Google5.5. Keyword DiscoveryKeyword Discovery

IMPORTANT: None of these are completely IMPORTANT: None of these are completely accurate, they are only estimations.accurate, they are only estimations.


GoogleGoogle

Keyword ToolKeyword Tool

ExternalExternal(Why “external?”(Why “external?”

No idea.)No idea.)


WordTrackerWordTracker


GoogleGoogle

Search-Search-basedbased

KeywordKeyword

ToolTool(Why’s it different (Why’s it different

fromfrom

the “external” tool?the “external” tool?

Not really sure on thisNot really sure on this

one either. Meant to one either. Meant to bebe

search-based)search-based)


Trellian’sTrellian’s

KeywordKeyword

DiscoveryDiscovery


Keyword ToolsKeyword Tools Most get their data from existing sites in their Most get their data from existing sites in their

database, not actual searches.database, not actual searches. Most are US-centric and offer little in the way Most are US-centric and offer little in the way

of International data (sure they of International data (sure they say say they do…)they do…) Most run off of the Overture database, which is Most run off of the Overture database, which is

Yahoo!Yahoo! Use them for ideas, not as hard evidence. They Use them for ideas, not as hard evidence. They

are great as comparative tools but not much are great as comparative tools but not much more.more.

Your Site’s ContentYour Site’s ContentKeywordsKeywords Pick about 3 that are different enough to each other though are still relevant to Pick about 3 that are different enough to each other though are still relevant to

your business (aquarium supplies, fish tanks, tropical fish).your business (aquarium supplies, fish tanks, tropical fish). Target one page of your website for each keyword (be thinking about which page Target one page of your website for each keyword (be thinking about which page

when you choose your keywords too).when you choose your keywords too). Use them on the page:Use them on the page:

Meta Title – Short and Sweet.Meta Title – Short and Sweet. Meta Description – Different from page copy. This is your “sales pitch” and will really Meta Description – Different from page copy. This is your “sales pitch” and will really

only only

be seen in search engine results pages.be seen in search engine results pages. Page Content – Use of the actual keyword is important, but the contextual copy is the Page Content – Use of the actual keyword is important, but the contextual copy is the

most most

important (if you’re writing about cars and use “tropical fish” then it’s not as relevant as an important (if you’re writing about cars and use “tropical fish” then it’s not as relevant as an

entire paragraph about fish and fish stuff).entire paragraph about fish and fish stuff). Link Text – In the menu, in the page copy on other pages and even in the footer if you Link Text – In the menu, in the page copy on other pages and even in the footer if you

do it do it

properly.properly. Don’t be SPAMMY and stupid with things. Write copy for people AND Google, in Don’t be SPAMMY and stupid with things. Write copy for people AND Google, in

that order.that order.

Your Site’s ContentYour Site’s ContentKeywordKeyword

UsageUsage

Typical example of on-site keyword usage.

Your Site’s ContentYour Site’s Content Use Keyword Tools to get ideas.Use Keyword Tools to get ideas. Make sure they are relevant to your Make sure they are relevant to your

site.site. Pick 3 keywords or so.Pick 3 keywords or so. Use them on your site.Use them on your site. If regionally-targeted (“fish tanks If regionally-targeted (“fish tanks

perth”) then make that as part of perth”) then make that as part of your keyword usage as well (without your keyword usage as well (without being spammy).being spammy).

Your Website’s PresenceYour Website’s Presence Where is your site mentioned (text Where is your site mentioned (text

or link)?or link)? What is the context of this mention?What is the context of this mention? How many times?How many times? Are YOU out there mentioning your Are YOU out there mentioning your

website?website? Where should you mention your Where should you mention your

website?website?

Your Website’s PresenceYour Website’s PresenceInbound LinksInbound Links

Your Website’s PresenceYour Website’s PresenceYour BrandYour Brand

GoogledGoogled

Your Website’s PresenceYour Website’s PresenceBusiness DirectoriesBusiness Directories TrueLocalTrueLocal ClickfindClickfind HotfrogHotfrog StartlocalStartlocal Yellow Pages OnlineYellow Pages Online DMOZDMOZMany are free and also use information directly from TrueLocal, Yellow Pages Online or DMOZ. Be wary of directories that ask for a reciprocal link and avoid India (for their link-farming and spamming – not for other stuff).

Your Website’s PresenceYour Website’s PresenceForums/Social Bookmarking SitesForums/Social Bookmarking Sites Find relevant communities to travel in.Find relevant communities to travel in. Pay particular attention to any posted rules.Pay particular attention to any posted rules. Be active in said community.Be active in said community. Be active for a suitable period of time before Be active for a suitable period of time before

blatantly promoting your site.blatantly promoting your site. Keep being active in said community.Keep being active in said community. Be a valued member, not a wanker.Be a valued member, not a wanker. When possible, use your keywords as backlinks When possible, use your keywords as backlinks

to your site (Profiles and Signatures).to your site (Profiles and Signatures). Do all this without being spammy, of course Do all this without being spammy, of course

(see “wanker” reference above).(see “wanker” reference above).

Your Website’s PresenceYour Website’s PresenceBlogs/Personal SitesBlogs/Personal Sites Best kind of word-of-mouth.Best kind of word-of-mouth. Keep contextual relevance – link should be in Keep contextual relevance – link should be in

page copy, not on a page with 75 others that all page copy, not on a page with 75 others that all say “click here”.say “click here”.

Typically avoid reciprocal links.Typically avoid reciprocal links. Link from your own personal site/blog or have Link from your own personal site/blog or have

friends do it (link from theirs, not have them do friends do it (link from theirs, not have them do it from yours – that’s just weird).it from yours – that’s just weird).

Don’t pay for links.Don’t pay for links.

Your Website’s PresenceYour Website’s PresenceBusiness SitesBusiness Sites Next best kind of word-of-mouth.Next best kind of word-of-mouth. Reciprocal links are fine, as long as they’re Reciprocal links are fine, as long as they’re

relevant.relevant. Build small business community and foster Build small business community and foster

goodwill.goodwill. Don’t pay for links.Don’t pay for links.

Your Website’s PresenceYour Website’s Presence Got links? Find out.Got links? Find out. Get listed on some business directories.Get listed on some business directories. Join some communities – Forums and Join some communities – Forums and

Social Media. Be active and not wanky.Social Media. Be active and not wanky. Link your business from your personal Link your business from your personal

site/blog – encourage your mother-in-site/blog – encourage your mother-in-law to do so as well (she might).law to do so as well (she might).

Link up with other sites that aren’t Link up with other sites that aren’t direct competition – try to give your direct competition – try to give your visitors value, others will do the same.visitors value, others will do the same.

Your Website’s ProcessesYour Website’s Processes What’s your website’s main What’s your website’s main

purpose?purpose? Is that clear on your site?Is that clear on your site? Are you website’s goals clear to Are you website’s goals clear to

you?you? Is completion of these goals Is completion of these goals

trackable?trackable?

Your Website’s ProcessesYour Website’s ProcessesMain PurposeMain Purpose Don’t be afraid to state it.Don’t be afraid to state it. Don’t be afraid to state it all over the Don’t be afraid to state it all over the

place – where relevant.place – where relevant. Clarity of purpose – don’t make people Clarity of purpose – don’t make people

think too much.think too much.

Your Website’s ProcessesYour Website’s ProcessesCommon Goals for a Website:Common Goals for a Website: Contact FormContact Form Newsletter/Membership SignupNewsletter/Membership Signup Information/BrandingInformation/Branding e-Commerce Purchasee-Commerce Purchase DownloadDownload

Your Website’s ProcessesYour Website’s ProcessesHomepage:Homepage:

Your Website’s ProcessesYour Website’s ProcessesTakes us to our goal:Takes us to our goal:

With an address, email address, phone number and Google Map.

Your Website’s ProcessesYour Website’s ProcessesA random page:A random page:

Even though it’s a huge page all about “Hatching Brine Shrimp” we still encourage them to contact, driving them towards the goal.

Your Website’s ProcessesYour Website’s Processes Site’s main purpose is clear and Site’s main purpose is clear and

upfront on most pages.upfront on most pages. Visitors are encouraged to flow Visitors are encouraged to flow

along with main goals.along with main goals. Goals are quantifiable and Goals are quantifiable and

trackable.trackable.

Your Website KnowledgeYour Website Knowledge How many visitors are you getting?How many visitors are you getting? How did they get there?How did they get there? Are they doing what you want on Are they doing what you want on

your site?your site? If not, If not, what what are they doing on your are they doing on your

site?site?

Your Website’s ProcessesYour Website’s ProcessesBack to Google AnalyticsBack to Google Analytics

Set up your website goals as a “Goals” within Google Analytics.

Your Website’s ProcessesYour Website’s ProcessesGoogle Analytics DashboardGoogle Analytics Dashboard

Analytics Dashboard can be overwhelming. How DO you measure “Bounce Rate”?

Your Website’s ProcessesYour Website’s ProcessesCustom ReportsCustom Reports

Create a custom report with whatever you want to see in it.

Your Website’s ProcessesYour Website’s ProcessesSample ReportSample Report

Visits, Avg Time on Site, Pages/Visit, Bounce Rate, Goal Conversion Rate.

Your Website’s ProcessesYour Website’s ProcessesCustom DeliveredCustom Delivered

Get a PDF, CSV, etc dropped into your inbox weekly or monthly. Lazy = Brilliant.

Your Website’s ProcessesYour Website’s ProcessesFly on the wall…Fly on the wall…

Set up Google Alerts to “listen out” for your brand name, or keywords that you’re interested in. Once again, your inbox can get visited by the fabled “Laziness Fairy”.

Your Website KnowledgeYour Website Knowledge Tracking website visitors.Tracking website visitors. Quantifying website success.Quantifying website success. Making it make sense.Making it make sense. Making it easy to stay on top of.Making it easy to stay on top of.

Did we get “everything”?Did we get “everything”?

Yep, as much as we can for now.Yep, as much as we can for now.

We did our best to optimise:We did our best to optimise: CodeCode GooglabilityGooglability ContentContent PresencePresence ProcessesProcesses KnowledgeKnowledge

Optimisation – A WordOptimisation – A Word

optimise - get the most out of; use best;optimise - get the most out of; use best;

Admittedly, with a such a diverse and ever-changing medium that has certain “rules” that are ambiguous at best, “optimisation” in terms of a website really is a misnomer.

The simple truth is we do the best we have with what we can.

Experiment. Analyse. Adjust.

Whether it’s your signature on a small-business forum or making it just that much easier to complete the sale once on your website…

Optimise Everything.

optimise everything

Technology

google keyword tool

sites content keywords

sites content wordtracker

sites content whats

sites content keyword

page content use

google wmts

google account