Aussie Website Design &amp Marketing 2012

The Website Marketing Handbook 2012 | 57 Ways To Make Your Australian Business Website A Success
Copyright 2012 The Web Showroom Pty Ltd, All rights reserved worldwide.
This guide is copyright protected and all rights reserved. The reproduction of this guide, in whole or part and/or its distribution in either electronic or printed form is prohibited unless prior consent (in writing) has been given by The Web Showroom Pty Ltd. The fees paid (if applicable) do not include the right for the user to copy and use this material for any commercial purpose(s). You may purchase such rights and copyright permission to reproduce this guide, or parts of this guide, please contact The Web Showroom for more details. While attempts have been made to verify information provided in this publication, and ensure that facts are accurate at the time of publication, neither the author nor publisher accepts any responsibilities for errors, omissions, or contradictory information contained in this document. Any action taken by a customer or other party in reliance on this information is taken at the sole risk and expense of that party. All trademarks used in this manual are properties of their respective owners. GOOGLE is a trademark of Google Inc. ADSENSE is a trademark of Google Inc. ADWORDS is a trademark of Google Inc. PAGERANK is a trademark of Google Inc. GOOGLE MAPS is a trademark of Google Inc. YAHOO! is a trademark of Yahoo! lnc. YAHOO!7 is a trademark of Yahoo!7 Pty Limited. NINEMSN is a trademark of ninemsn Pty Ltd. LIVE SEARCH is a trademark of Microsoft Inc. HITWISE is a trademark of Hitwise Pty. Ltd. ASK! Is a trademark of IAC Search & Media. ASK.COM is a trademark of IAC Search & Media. WEBWOMBAT is a trademark of WebWombat Pty Ltd. YELLOWPAGES is a registered trade mark and trade mark of Telstra Corporation Limited. YELLOW is a registered trademark and trademark of Telstra Corporation Limited. TRADING POST is a registered trademark and trademark of Telstra Corporation Limited. SENSIS is a registered trademark and trademark of Telstra Corporation Limited. WHEREIS is a registered trademark and trademark of Telstra Corporation Limited. CITYSEARCH is a registered trademark and trademark of Telstra Corporation Limited. GOSTAY is a registered trademark and trademark of Telstra Corporation Limited. JUST LISTED is a registered trademark and trademark of Telstra Corporation Limited. TRADING POST is a registered trademark and trademark of Telstra Corporation Limited. BIDSMART is a registered trademark and trademark of Telstra Corporation Limited. MYSPACE is a trademark of Fox Interactive Media Inc. CLIXGALORE is a trademark of clixGalore Affiliate Marketing Pty Ltd. CLICKBANK is a trademark of Click Sales Inc. EBAY is a trademark of eBay Inc. REALESTATE.COM.AU is a trademark of REA Group Ltd. WORDTRACKER is a trademark of Rivergold Associates Ltd.
Published in 2012 by: The Web Showroom Pty Ltd 1/137 Devonshire St, Surry Hills, 2010, NSW 1800 981 442 support@thewebshowroom.com.au www.thewebshowroom.com.au
Copyright 2012 www.thewebshowroom.com.au
Dear Website Owner The aim of this guide is to provide you with a series of practical and invaluable tips that will attract the right type of traffic to your website in a reliable and consistent manner. I am the first to admit that this guide does not go into minute detail on every single point space simply doesnt allow for it. Rather, each tip is aimed at bringing your attention to methods that can be used to achieve success for any Australian business website. Depending on your knowledge and skills, some tips may be undertaken yourself, or may be best undertaken professionally by a web design & online marketing company. Genuine attempts at implementing each tip will assist your website to become a far more effective tool for your business. Your website is a tool that needs to deliver a measurable and positive outcome for your company and attracting the right type of website traffic is crucial. Please feel free to contact The Web Showroom with any questions about the information contained or further guidance. This is by no means intended as a substitute to hiring a professional company, but rather intended to provide valuable guidance and tips related to the array of components involved in a successful web design and marketing campaign. The guide is organised into four steps all of which are fundamental to website success. Step 1: Engage Your decision to get a website will have been triggered by a desired outcome. For example, you may want to make more sales online or generate increased leads. We refer to this as your website mission and it is vital that when you are planning, building and managing your website, that you are constantly referring to it. Your website will not succeed unless you know what success means for you. Step 2: Attract It is vital that you put careful thought into how you are going to attract appropriate site visitors both now and in the future. How can you attract the sort of people you would love as clients? How can you keep them coming? Step 3: Analyse More than almost any other type of marketing a website is able to be analysed with incredible detail. Information on where site visitors are coming from, what they are doing once on your website and where they leave from, are all available to you. Analysis is vital in understanding what is really happening on your website. Step 4: Evolve Analysis provides you with the information needed to constantly evolve and improve your website. It is important you are not only keeping up with latest trends but getting the most out of your investment. Good websites change over time great ones evolve by using the knowledge they have gained through careful planning and analysis.
David Lawrence Managing Director The Web Showroom www.thewebshowroom.com.au | david@thewebshowroom.com.au
Contents
About This Guide ........................................................................................................................................................ 6
Step 1:
Engage ....................................................................................................................................... 7
Do You Want More Leads, More Sales Or Something Else? .................................................................................... 7 ...................................................................................................................................................................................... 8
Step 2:
Attract ........................................................................................................................................ 8
How To Optimise Your Website For Search Engines ............................................................................................... 9 Tip 1. Insert Keyword Friendly Page Titles (Meta Titles) .................................................................................. 9 Tip 2. Insert Meta Descriptions and Keywords (Meta-Data) ........................................................................... 10 Tip 3. How To Create Dedicated Keyword Intensive Pages ........................................................................... 11 Tip 4. Internal Linking Google Loves It! ....................................................................................................... 12 Tip 5. Header Tags (H1, H2, H3) and Why They Help Rankings ................................................................... 13 Tip 6. Display Your Font For SEO (Bold and Size) ........................................................................................ 14 Tip 7. Those First Few Sentences .............................................................................................................. 15 How To Get Listed in the Major Search Engines .................................................................................................... 16 Tip 8. List in Google Within Weeks ................................................................................................................ 16 Tip 9. List in Yahoo!7 Australia ...................................................................................................................... 17 Tip 10. List in Bing ........................................................................................................................................... 17 Tip 11. Getting Listed in Other Search Engines ............................................................................................... 17 Tip 12. Yellow Pages Why This Matters For Australian Website Owners...................................................... 17 Tip 13. Getting Exposure on Sensis & Telstra ................................................................................................. 18 Tip 14. True Local Can Generate Leads .......................................................................................................... 18 Tip 15. Get on Google Places (Google Local Search) ..................................................................................... 19 Tip 16. Dmoz (Open Directory Project) ............................................................................................................ 19 Tip 17. Participate in Forums, Blogs and Networking Sites .............................................................................. 20 Tip 18. Run a Blog, Increase Traffic, Increase Leads ...................................................................................... 20 Tip 19. Linking Strategy Vital for Success in Google ..................................................................................... 21 How To Profit From Pay Per Click (PPC) ................................................................................................................. 22 Tip 20. Google AdWords.................................................................................................................................. 22 Tip 21. Google Adsense .................................................................................................................................. 24 Tip 22. Yahoo PPC .......................................................................................................................................... 25 Tip 23. Other PPC Sites .................................................................................................................................. 25 Tip 24. Affiliate Marketing ................................................................................................................................ 26 Tip 25. External Sites ....................................................................................................................................... 26 Increase Your Return On Investment From Email Marketing ............................................................................... 27 Tip 26. Email Newsletters ................................................................................................................................ 27 Tip 27. The Spam Act 2003 ............................................................................................................................. 28 Tip 28. HTML or Plain Text Emails .................................................................................................................. 28 Tip 29. Personalise Your Emails ...................................................................................................................... 31 Tip 30. Build an Email List ............................................................................................................................... 31 Tip 31. Buy an Email List ................................................................................................................................. 31 Making Your Website Sticky ..................................................................................................................................... 32 Tip 32. Bookmarks ........................................................................................................................................... 32 Tip 33. Update Your Website ........................................................................................................................... 32 Tip 34. Interesting Website Content ................................................................................................................. 32 Tip 35. Website Speed .................................................................................................................................... 33 Tip 36. Reasons To Return .............................................................................................................................. 33 Tip 37. Podcasts & Vodcast ............................................................................................................................. 33 Just Plain Ol Marketing!........................................................................................................................................... 35 Tip 38. Traditional Media & Offline Advertising ................................................................................................ 35 Tip 39. Effective Press Releases ..................................................................................................................... 35 Tip 40. Competitions ........................................................................................................................................ 35 Tip 41. Freebies ............................................................................................................................................... 35 Tip 42. Develop Relationships ......................................................................................................................... 36 Tip 43. Viral Marketing ..................................................................................................................................... 36
Tip 44.
Domain Name Penetration ................................................................................................................... 36
Industry Specific Website Marketing ....................................................................................................................... 37 Tip 45. Industry Bodies .................................................................................................................................... 37 Tip 46. Research Your Industry ....................................................................................................................... 37 Tip 47. Directories, Middle Man and Aggregator Sites ................................................................................... 38 Tip 48. Shout Out Loud! (BBQs, Hairdressers and Cafs) ............................................................................. 38
Step 3:
Tip 49. Tip 50. Tip 51. Tip 52.
Analyse .................................................................................................................................... 39
Website Traffic Analysis ....................................................................................................................... 40 Real Feedback ..................................................................................................................................... 41 Your Competitors ................................................................................................................................. 42 External Consultants ............................................................................................................................ 42
Step 4:
Tip 53. Tip 54. Tip 55. Tip 56. Tip 57.
Evolve ...................................................................................................................................... 43
Dont Forget What You Have Learnt .................................................................................................... 44 Limited Resources ............................................................................................................................... 44 There is Always Tomorrow................................................................................................................... 44 Planning Versus Responding ............................................................................................................... 45 Fads, Trends and the Next Big Thing ................................................................................................... 45
Appendix 1: How Google Works The Mystery Explained ............................................................................... 46 Appendix 2: Keywords, Keywords, Keywords ....................................................................................................... 50 Appendix 3: Planning Your Website ....................................................................................................................... 52 Appendix 4: Getting on "The First Page of Google" ............................................................................................... 57
About This Guide

Throughout this guide I discuss processes and show examples of changes that are critical to creating a business website that succeeds. I have based all of these changes on the Content Management System (CMS) that comes with websites built by my company The Web Showroom (www.thewebshowroom.com.au). Our CMS is not the only effective CMS on the market in Australia there are dozens. If your website makes use of a different CMS you should make sure you have access to all the important functionality I have outlined in this guide. If not, you should go to your provider and request it! If you are not able to get access to all the functionality necessary to achieve your website mission then you need to seriously consider your provider.
Step 1: Engage
Before you start marketing your website you need to ask yourself what your website needs to achieve for your business. This is your website mission and it needs to be short and simple. For most Australian businesses a website mission includes one or more of the following: To generate leads for my business To promote my business To sell products on my website To promote products I sell elsewhere To improve customer service To distribute files / information
It is okay for your website to be achieving something other than one of these, but you will likely be in the minority. The key point is that you need to have a website mission and it needs to be clear. Regardless of your budget or skill, you cannot have a website that intends to achieve a large number of aims without prioritising them. The website you are about to start marketing needs to engage site visitors and it needs to represent your clear website mission. You need to make sure that everyone involved in your website understands your mission and refers back to it with everything they do. Do You Want More Leads, More Sales Or Something Else? Does the website you are about to start marketing have a clear website mission? If your answer to this question is no then I suggest you skip to the very end of this guide and read Appendix 3 Planning Your Website before moving onto the next section of this guide. If you can safely say Yes, then turn the page!
Step 2: Attract
The vast majority of business websites (and particularly those for small business) do not approach the job of marketing their website in a systematic way. Without wanting to doubt your intentions there is every chance that you will never actually get around to marketing your site correctly either. This is nothing new. Most business people are very busy and all things being equal, are most likely to settle back into doing whatever it is that they have always done. However, if you are one of the people who actually follow through, the opportunities are massive. The following tips are simple and practical. Best of all, they really do work. If you apply yourself you will notice tangible benefits in terms of increased site visitors and activity. One word of warning though: There are some very competitive industries online and if you happen to exist in one of them, there is every chance you will need to seek out the services of an online marketing company or search engine optimisation specialist to help you fully realise your goals. In any case, this guide will give you an excellent overview and will save you money by allowing you to do a number of things yourself.
How To Optimise Your Website For Search Engines

The first part of this section deals with making your website search engine friendly. This is necessary to ensure your site ranks highly in the organic sections of the major search engines. The organic results are the results in Google that are not paid advertisements but rather the results that Google deems to be the most relevant for that particular search term. At the end of this guide I have outlined how Google works and the importance of keywords to organic search results (Appendix 1 and 2). If your knowledge in this area is limited I would encourage you to read both areas before moving on. Some of the tips in this guide assume that you have a basic understanding of how Google works. Becoming search engine friendly is a vital first step in pretty much any online marketing campaign. As I explained earlier, I have based all of the website changes in this guide on the content management system (CMS) that comes with all websites developed by my company - The Web Showroom (www.thewebshowroom.com.au). A CMS is a tool that allows you to update the content of your website using nothing more than a web browser and basic computer skills.
Tip 1. Insert Keyword Friendly Page Titles (Meta Titles)

Each page of your website needs to have a page title that is made up of keywords relating to that page. Many SEO experts consider the page title to be the most important factor for Google on any given web page. This is tight real-estate as there is only one title per page and you cant trick Google into thinking anything else. The more words you have in your title, the less weight each of them carries. Dont waste this space with words such as Welcome to our website Think hard and place your most important keywords here these should be keywords that really illustrate what the page is about. This is what Google wants!
Make these unique on all the pages of your website. Dont keep repeating your company name. Really describe what is happening on that page (the following image shows how you would enter a page title in our CMS):
Tip 2. Insert Meta Descriptions and Keywords (Meta-Data)

Meta-data is an area of a website that a human visitor does not generally see, but a search engine crawler (e.g. Google) will read. For Googles purposes this includes a hidden description and set of keywords for that page. It is worthwhile completing this information for each page on your website as Google does use it for some purposes. In the past this information was vital for search engine optimisation, but this importance has diminished over the years. The main reason this information is still important is that the meta description allocated to a page is often used by Google when showing a page in its search results. An example is provided below: Meta Information:
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Appearance in Google:
Tip 3. How To Create Dedicated Keyword Intensive Pages

You should create dedicated pages on your website that target individual keywords or phrases. The reason for this is that Google wants to direct users to pages of information that really relates to their search query. For instance, if you owned a tennis centre you could consider dedicated pages for areas such as: Tennis Camps Tennis Lessons Tennis Coaches Tennis Court Hire Tennis Equipment
If you were to lump all of these areas onto one page you would be diluting the search engine effectiveness for all of the terms. Gone are the days of a one page brochureware website to cover your entire business. Using the tennis example you would create dedicated pages that carried exclusive content on each page for the keyword being targeted on that page. For example on the Tennis Lessons page you would use all of the tips covered throughout the rest of this section to create a page with a high ratio of the words tennis lessons appearing on it. Do not sell yourself short; take the time to create individual pages with relevant content for your important keywords. Users will be rewarded with more relevant content and will be more likely to contact you.
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Tip 4. Internal Linking Google Loves It!

You will enhance the effectiveness of dedicated pages if you implement a clear and organised internal linking structure. This means that you have to link the pages of your website in a way that Google can easily find each page and then scour its content. Here are some areas to consider: i) The more links you have from your homepage the less weighting each of them will have. If you have 100 links from your homepage to internal pages, they will carry less weight than 10 pages. Therefore you should be selective regarding the range of pages that you want to optimise. ii) You should submit your sitemap to Google. This is a way of informing Google of all the pages on your website (that you want to be made public). A good web developer should do this as part of building your website. More information can be found here: https://www.google.com/webmasters/tools/docs/en/about.html iii) The text that appears over the link should contain the keyword / phrase you are working with. You will notice that when creating a link to a web design page below I have placed the link over text that reads web design.
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Tip 5. Header Tags (H1, H2, H3) and Why They Help Rankings
When Google visits a webpage it does not view the styling that a human will see. Rather Googles computers see a page with very little formatting, no graphics and very little design. You can mimic this view (whilst using Firefox) by choosing to view the No Style option for that page:
This will then show you a de-stylised version of your page:
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In this example you will see that the words WEB DESIGN & WEBSITE DESIGN are far more prominent that the rest of the body text. The reason for this is that these terms have been selected as H1 (Header 1) text. This means that the website owner has selected this as the main title (or subject area) of the page. The next line of text Australias Leader in EASY Business Websites has been flagged as H2 (Header 2) text (no quite so important, but more important than the body text). When you are creating your pages, you should display the most important keywords of the page in H1 text, the areas of secondary importance in H2 text and then the regular body text as normal text. You should be able to do this in any good content management system. Within The Web Showroom you simply need to select the styles header 1, header 2, header 3 etc:
WARNING: Do not abuse this. Google is not easily fooled and if you make the entire text H1 then it will all be deemed unimportant. H1 text should really explain the contents of a page, not be a device to deceive users to visit your website. I would suggest that text flagged as H1 should be limited to 1-10 words per page.
Tip 6. Display Your Font For SEO (Bold and Size)

Google places a slightly greater weighting on words within your body text that are bolded. This is an area where common sense is advised. You must take into account the useability of your website users. The last thing they are going to want to see is an overuse of bold text. As per abuse of the H1 style, if your entire text is bolded, it will be regarded as less important by Google. Here is an example of a subtle or appropriate use of bolding:
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Tip 7. Those First Few Sentences

Google places more weight on the first few sentences of text on any given page rather than the text throughout the middle of the page. This is logical as it is the introductory text and therefore should explain what a page is about. Once again, you will need to balance a good use of relevant keywords in this space, along with text that grabs the attention of a website visitor and encourages them to stay at your website.
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How To Get Listed in the Major Search Engines

Hopefully you have gone through the previous steps and have done a good job in beginning the optimisation process of your website for Google. Considering the huge number of factors Google considers when ranking a website, you could obviously spend years fine tuning your optimisation to get that extra 1015%, but if you have followed the tips you should have the basics covered. I want to emphasise again that if you are trying to list in Google using very competitive keywords then doing the basics may not be enough. You may need to either increase your skills or work with a professional search engine optimisation expert to get the results you require. That said, if you have followed the tips in the first part of this section you are now ready to have search engines (and customers) arrive at your website to assess your content.
Tip 8. List in Google Within Weeks

This is the most important step in this guide and also one of the easiest. You simply need to create an account with Google Webmaster Tools www.google.com/webmasters/tools/
Be Patient! It can take anywhere from 1 week 8 weeks before your website is actually listed by Google. The best way to be picked up quickly by Google is to have a link to your website placed on a website that already appears in Google.
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Tip 9. List in Yahoo!7 Australia

The various options for submitting your website to Yahoo!7 can be found here http://search.yahoo.com/info/submit.html.
Tip 10. List in Bing

This is Australias second most popular search engine. Submit your website by creating an account with Bing Webmaster Tools: http://www.bing.com/toolbox/webmaster/
Tip 11. Getting Listed in Other Search Engines

There are thousands of search engines around the internet. I can hear you muttering I only know of three. The reality is that despite there being thousands, the top three search engines (Google, Yahoo, Microsoft) command over 95.85% of searches in Australia every month (Hitwise January 2008). It doesnt matter how well you rank on the other 4.15% you need to focus on the big three in the Australian market. Once you have done all you can in the Big Three you can consider spending a small amount of time ensuring your website is in ask.com, WebWombat.com.au and other smaller search engines.
Tip 12. Yellow Pages Why This Matters For Australian Website Owners
In the good old days a business could rely on a well positioned Yellow Pages advertisement to ensure a steady stream of customers for the year ahead. I am sure that some businesses still work like this, but the number must be shrinking each and every year. In the late 1990s the internet revolution arrived and customers started to turn to the internet to locate information. The result of this has been the decline in importance of offline directories such as the Yellow Pages. It was obvious that the Yellow Pages would make the transition online in an attempt to retain market share. The result is a portal of some importance in the Australian market.
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Much like the offline version, all companies can get listed in the Yellow Pages for free. But the result is a simple listing that is unlikely to receive much attention. A paid listing is clickable, thus leading to a more detailed page about the business. It also contains search terms in the header. Once a paid listing is clicked on, it shows a range of information that is created by the business owner. Depending on how much you pay for your listing you can target a certain range of postcodes and various other options to ensure better visibility of your listing. It is best to contact the Yellow Sales Team to discuss your options: www.yellowadvertising.com.au
Tip 13. Getting Exposure on Sensis & Telstra

As you may be aware, Sensis is Telstra's wholly owned advertising and directories arm. Sensis publishes the White Pages, Yellow Pages and also the Trading Post. Sensis also owns websites such as WhereIs, CitySearch, GoStay and Just Listed. They operate a search engine at www.sensis.com.au and this engine can also be found at the top of most Sensis websites such as Yellow Pages and the Trading Post.
This engine definitely falls outside of the really big players and doesnt warrant a huge amount of attention. However, to submit your website follow this link: http://www.sensis.com.au/contact_us_submitSite.do Sensis also offers a pay-per-click program called Sensis BidSmart that is covered a little further on.
Tip 14. True Local Can Generate Leads

True Local is a website owned by News Corporation. It is a business directory that allows users to search for particular business types in their local area. Being listed in True Local means you appear on True Local itself, Google Maps, Yahoo!7 and 3 mobile. You can have your website included in the True Local directory for free, but like Yellow Pages you can pay for a priority listing. More information can be found here: http://www.truelocal.com.au/advertise-with-us.
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Tip 15. Get on Google Places (Google Local Search)

Results in Google Places are generated through Google Maps and blended into Googles conventional search return. These results are generally returned when a search query includes both a service and specific geographical area:
To appear in this space your website needs to be registered with Google in addition to being included in Googles normal organic listing. To register for this you should visit the Google Places For Business (www.google.com.au/local/add) and login with an existing Google account or create a new one. From there you will need follow the steps to create your listing, verify your address and complete the information requested from Google. Where (and if) you rank on a particular search query depends on competition in the area, the keywords in the query and factors such as prevalence of your business name and address across Googles database. As an example my companys site ranks highly for website design Sydney, but even if all the tips in this guide are followed it is sometimes smart to consult a professional company whose employees do this for a living.
Tip 16. Dmoz (Open Directory Project)

Dmoz (www.dmoz.org) is a volunteer run directory that was created by Netscape and used by Google as its directory. In the early days of the Google revolution, Dmoz was one of the most important places to list your website in order to improve rankings in Google. Google placed a great deal of weighting on sites listed in this directory and it was therefore vital to have a listing in a keyword rich category. These days Google still uses Dmoz as its directory source (http://directory.google.com) but most experts agree, it does not place as much weighting on a presence in the directory as it once did.
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I would advise that you submit your website to the most relevant category in the Directory, and follow up every few months to make sure it has been accepted. The editors of each subject area are notoriously hard to budge, and they themselves admit, that it can take months for a website to be included in the Directory.
Tip 17. Participate in Forums, Blogs and Networking Sites

In recent years the way users act (and interact) on the internet has changed tremendously. This has resulted in much buzz around a concept called Web 2.0. Much of this concept relates to the evolution of the internet from a tool to locate information, to a medium whereby information is exchanged by users. Large websites such as MySpace, Facebook and Wikipedia are examples of sites that have led this revolution. Another important part of the evolution has been the growth of forums and the boom of blogging. Forums and blogs are websites where users exchange ideas on pretty much every conceivable topic. As a website owner you should be proactive in engaging in communities where you can discuss your website. Caution - this does not mean SPAM! Many forums, message boards and blogs will specifically prohibit links to commercial websites or messages obviously of a commercial nature. Respect the rules of the forum/blog as it will not benefit you in the long-term if you dump irrelevant links to your website on a blog that doesnt want them. Rather, locate blogs and forums where you can make a positive contribution. If people are actively requesting a service like yours, then tell them about it.
Tip 18. Run a Blog, Increase Traffic, Increase Leads

Running a blog on your website can be great for attracting new visitors (and retaining existing visitors). A blog allows you to engage with your visitors in a way that a one-way brochureware website will not. You can discuss current issues in your industry, position yourself (or your business) as an expert in your business area and gauge the feeling of your website visitors on a range of matters. Websites with frequently updated blogs are generally well regarded by leading search engines. Engines such as Google believe that popular blogs are usually good sources of current information and they rank them accordingly. The way in which blogs are written, and the way in which articles often link to each other, also makes blogs very powerful in terms of search engine optimisation. A blog may not be for everyone, but if you are in a position to post interesting articles, and have visitors respond, it will assist in increasing your website traffic. Entire books have been written about the importance of, and potential of, business blogging I suggest that you take this tip very seriously.
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Tip 19. Linking Strategy Vital for Success in Google

By reading the appendix section How Google Works you should now have an understanding that an effective linking strategy is one of the most important parts of any search engine optimisation strategy. It is also a step that could have an entire book written about it. You need to formulate a linking strategy for your website including: Requesting links to your website from the websites of friends and associates. Finding businesses that share a similar customer demographic to you (but are not your competitors) and exchange links with them. Avoiding links from bad neighbourhoods. If it sounds too good to be true, it will be. Promises of thousands of inward links for $99USD will not deliver a good Google ranking, maybe the opposite. There are no short-cuts here, just hard work. Dont link to bad neighbourhoods. Remember Google isnt silly. If you think you have stumbled onto a way to trick them they will probably already know about it. Your website listing may be adversely affected.
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How To Profit From Pay Per Click (PPC)

Pay per click (PPC) advertising allows a website owner to create advertisements that appear on specific locations throughout the internet. When one of these ads is clicked by an internet user, the website owner will pay an agreed amount to the company operating the advertising program (Yahoo!, Google etc). The best known example of PPC is Google AdWords. Yahoo! operates a PPC program which shows ads on Bing and Yahoo! In some ways PPC allows website owners to challenge the old marketing saying "I know I'm wasting half my marketing money, I just don't know which half. If properly managed, PPC advertising places a great deal of control and information in the hands of the website owner, and will allow you to strip out a great deal of waste from your advertising budget.
Tip 20. Google AdWords

Google AdWords is a program operated by Google that allows small ads to appear on the right hand side (and sometimes above) the organic Google results on a given search term:
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In the same way that Googles search engine is the most important search engine, their PPC program is the most important PPC program. The programs concept is quite simple and explained by Google as: You create your ads You create ads and choose keywords, which are words or phrases related to your business.
Your ads appear on Google When people search on Google using one of your keywords, your ad may appear next to the search results. Now you're advertising to an audience that's already interested in you.
The amount you pay each time someone clicks on one of your ads depends on a number of factors. You will never pay more than you agree to pay per click, however you may pay less. Crudely put, where your ad is ranked on a particular keyword will depend on how much you are willing to pay and how many Google users click on your ad for every 100 times that it is shown. Google rewards ads that are clicked on more frequently, with higher rankings for two main reasons: It makes Google more money It naturally moves the most relevant ads on a keyword (as deemed by searchers) towards the top of the page. Here are some links to get you started: To create an account: http://adwords.google.com/select/Login Google AdWords Support Centre: http://adwords.google.com/support/ Inside AdWords (Official Blog): http://adwords.blogspot.com/
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Tip 21. Google Adsense

Google AdSense is a program run by Google that allows website owners to accept Google published ads onto their website.
These ads come from the same program as Google Adwords. Operators and advertisers can elect to show their Google AdWords solely on Google or also on Googles extended AdSense network. I am looking at this from the perspective of a website owner promoting their own website across the AdSense network rather than the perspective of website owners generating revenue by accepting ads on their website. I have experienced various degrees of success advertising via Google AdSense and make the following points: Many of the websites in the network are based overseas (but not all). If you are an Australian company with a worldwide market then this will be fine. But if you are a plumber operating out of Alice Springs AdSense may have little to offer. You can pick the sites where your ads appear this is a good idea. You should look for sites appropriate to your target market, not a blanket sweep across all websites that Google serve. You can set different pricing for ads appearing on Google search returns and Googles content network (AdSense) do this! I dont believe that a user who clicks on one of your ads when they are browsing another website will be as valuable as a user who searches for one of your keywords in Google and then clicks directly on one of your ads. Monitor what you are spending and where you are spending it. I hate to be paranoid, but the owners of the websites (and their friends) have a vested interest in your ads being clicked upon. Google takes this seriously and has measures to remove unscrupulous website owners from the program, but they are unlikely to catch them all.
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Tip 22. Yahoo PPC

With Google commanding over 80% of the search market you might ask - is it worth joining Yahoos PPC program? My answer is an awkward... maybe. If you have spent time creating and maintaining a successful Google AdWords campaign, why not try Yahoo!? From personal experience I have found the Google AdWords program to be easier to use, more flexible and more effective than Yahoos equivalent. However, if an AdWords campaign is working, and you have the capacity for more sales, I believe it is worth creating and maintaining a Yahoo! PPC account. Yahoo ads also appear on Bing. There are some differences between the two programs, but essentially they are similar. Dont expect the same click levels as AdWords. I have experienced click levels ranging between 10 30% of the volume I receive through Google. Expect to pay around the same per click (less if you are lucky). Competition is often lower with Yahoo! and if you are lucky you may pay less per click. Expect to get frustrated that Yahoos interface is not as user friendly (or intuitive) as Googles.
Tip 23. Other PPC Sites

PPC is an ever growing industry given the benefits it offers advertisers and the revenue it earns for its owners. Other pay per click avenues you could consider includes Sensis BidSmart and Facebook adCenter. I would advise exhausting all avenues, tips and tricks with Google AdWords and then Yahoo! PPC before pursuing these smaller PPC options.
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Tip 24. Affiliate Marketing

Affiliate marketing typically involves using other peoples websites and marketing avenues to drive traffic (and customers) to your website. Affiliates are typically rewarded for sending you traffic that achieves a specific marketing goal (such as making a purchase or submitting their details to you). Payment to affiliates is generally commission based. Depending on your product or service this can be an incredibly powerful way to market. I would recommend you start by doing some of your own research to see if your product or service is suitable. The affiliate marketing industry is a mature one where a number of third-party sites act as middlemen between affiliates and site owners. Some leading affiliate marketing sites include: Commissionmonster.com.au ClixGalore.com.au Clickbank.com
Tip 25. External Sites

There are innumerable sites in the Australian and International marketplace that offer advertising space on their websites. Depending on your target market any number of these sites may be worth considering. Examples would include The Fairfax Digital Network (featuring sites such as smh.com.au, theage.com.au, realestate.com.au etc) and NewsSpace (featuring sites such as news.com.au, theaustralian.com.au, carsguide.com.au etc),
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Increase Your Return On Investment From Email Marketing

When email first boomed the marketing world was ablaze with talk of being delivered the great new medium. What other medium would allow you to personalise a sales message, send it directly to members of a specific market segment, have a potential customer only one click away from making a sale and cost you virtually nothing to deliver? It is fair to say that in the last 15 years these early dreams have been heavily hit by spam. There are now over 90 billion spam emails being sent per day (or 328,500,000,000 per year!) and this has meant that legitimate email marketing is strictly regulated and viewed with apprehension by a suspicious public. This does not mean that you should turn your back on email marketing as being too hard. If properly managed, I believe that over 90% of website owners can take advantage of email marketing in some way. You should tempt your website visitors to join your email marketing list, and offer them real value in return for this vote of confidence in your business. This means emails of real quality. It means not selling their email addresses to third parties and always allowing them to unsubscribe with the click of a button. Unlike most of the steps in this guide, email marketing allows you to reap rewards from your marketing dollars for years to come. If you launch your website today and collect one name per day for the next five years you will have almost 2,000 potential customers who WANT you to send marketing material directly to them. If you keep these recipients up to date with interesting content and genuine promotions, it is not inconceivable that in five years time you will be making sales from people who you first attracted to your website on day one Nice return on investment!
Tip 26. Email Newsletters

As noted above, I believe that the vast majority of business websites can benefit from a well considered and skilfully executed email newsletter campaign. The format, frequency and objectives of this email will depend entirely on the business, and a large part of your email strategy will depend on the type of relationship you have with your subscribers. I use two real-world examples to make this point: The greengrocer I am an organic greengrocer with a group of customers that I supply each and every week with fresh produce from orders placed on my website. In such a case I would email my customers every season with news of the latest and freshest produce (Summer, Autumn, Winter and Spring). If there are no mangoes in late summer I would email my customers about this and tell them to logon to my website and order an alternative. If there are exceptionally tasty avocadoes in a given week, my customers could be sent a short email to tempt them to order these, I might even include some relevant recipes. In simple terms, my business is important to my customers lives. It is likely that they eat my produce every day and place an order on my website most weeks. They will not mind being emailed regularly with product updates that enhance their experience as a consumer.
The architect
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I am an architect who runs a boutique practice and have a small group of customers I have served over a stellar 15 year career. My email list consists of previous customers (who probably wont need another house built for decades) and a smattering of industry contacts like builders, subcontractors and developers etc. I know that these people will not be interested in weekly or even monthly emails from my firm (Im not that important to them!), as a result I restrict my email broadcasts to 3-4 a year. I keep these short and well designed. The main aim of these emails is keeping my practice at the forefront of subscribers minds when they think architect. When my old customers are at a dinner party and someone asks about an architect, hopefully they will recommend me. They know I am still active because they received an email 8 weeks ago that showed one of my great new designs. I dont expect my customers to really care about the intricacies of my business or to be fascinated with every element of the latest 3 bedroom suburban home I have designed.
Dont bombard your contacts with emails. One of two things will happen: They will become so de-sensitised to your message they wont even read your emails (probably not even open them) They will unsubscribe
Put your ego to the side. How important are you to your subscribers? I think the green grocer could contact customers many times a year as long as the message was relevant. I think the architect would be best served with 1-3 strategic emails a year.
Tip 27. The Spam Act 2003

This is quite an unusual tip, but if you are going to make use of email marketing then it is vital that you are familiar with this piece of Federal Legislation, and that you abide by it. Not only does compliance with this legislation make sense (save yourself the fine and/or criminal record) it is a practical piece of legislation that is based on common sense. You can find it here: www.austlii.edu.au/au/legis/cth/consol_act/sa200366/
Tip 28. HTML or Plain Text Emails

There are ways that your emails can display on a subscribers computer. The difference is in the technology you use to design your newsletter: Plain Text This is the most basic way to compose an email. Plain text emails, as the name suggests, are devoid of images, colour and most formatting techniques that can make an email pretty, If you use this format you are restricted to the letters of the alphabet, one font, spacing, and hyperlinks. This sounds basic, but is an effective way of communicating to the lowest common denominator of technology. You dont need to test your emails across different platforms, email programs and monitors. Your emails will likely pass through spam filters with greater ease and they will take less time to create. Dont think for a minute that it is wrong to use this basic, and visually unappealing format for email newsletters. Many large companies use plain
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text emails for all correspondence because of its compatibility, ease of creation and spam benefits. Here is an example of a plain text email:
HTML Creating an email in html allows you to have much greater control of the formatting of your newsletter. Your email can contain: Bulleted lists Bold / Italic / Underline Control over choice of font Coloured text Images Greater control over hyperlinking
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Here is an example of a HTML email:
Some of the main drawbacks of a HTML email are: They take more computer / design skill to create. If you are not overly tech-savvy then there is a good chance you will need a designer or programmer to assist you (at least initially). They are often larger for your recipients to download. They run a greater chance of being picked up by spam filters when compared with like-for-like content in plain text. There may be compatibility issues with different computers / technologies and your email may appear differently to each user depending on the mail program they are using to view it. The format you use will depend on your needs. The tech world is moving towards html due to its many formatting and design advantages, but this does not mean that plain text emails are redundant. Both of these formats can be amazingly successful depending on your purpose.
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Tip 29. Personalise Your Emails

This is a quick step but one that will make a big difference to your email marketing. If you are going to pursue an email marketing campaign then the emails you send to your subscribers should be personalised. I know from personal experience that my guard is automatically dropped when emails are addressed to me Dear David rather than Dear All. To do this, you will need to capture your subscribers first names when they leave their email address (be warned though that this might decrease the number of subscribers you attract). The broadcast email system that you use will then need to be capable of personalising the email automatically.
Tip 30. Build an Email List

This is unquestionably the best way to develop a list of recipients who are interested in receiving your regular email updates. You should spend considerable time planning and implementing a strategy for developing your email list. You will know your business best but consider the following: You must understand the provisions of the Spam Act 2003. You need consent to include an email address in your list. You should have an email capture box on your website (homepage and beyond). When customers contact you they should have a check box option to subscribe to your newsletter. If you deal with customers face to face (in a store, at their house etc) you should ask them if they are interested in joining your list. After you have completed dealings with a customer ask them if you can include their email address on a secure email list. Give people a reason to join your email list (discounts on buying, a free white paper etc).
Tip 31. Buy an Email List

Even with the Spam Act there is still scope to purchase email lists to promote your offering. By contacting a list broker you will be able to get access to a variety of email lists. The quality of such lists is diverse, but they are unlikely to ever be as good as one that you develop yourself. Do not be surprised if you are not actually given the email addresses that you purchase. It is likely the list company will be protective of the data and demand to send it themselves. The quality of these lists can often be described in two ways: Highly targeted lists where industry bodies / groups have permission to send targeted advertising to their membership. Low quality lists where email users have agreed to receive marketing information as part of subscribing to an email service, competition etc.
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Making Your Website Sticky

A sticky website is one where users will stay for a long period of time, and one where they are likely to return to frequently. As a website owner you want to make your website as sticky as possible. The stickier your website, the better value you get for bringing customers to your website the first time, and the more profitable your website will be.
Tip 32. Bookmarks

An easy way to encourage visitors to return to your website is to include a bookmark this site link on all of your pages. When clicked, a snippet of your website is then kept in the visitors bookmarks tab. This will encourage visitors to return to your website in the future.
Tip 33. Update Your Website

I dont know about you, but nothing makes me leave a website faster than something like - This page last updated: October 2001. Your website has to be up-to-date. The internet is too competitive for you to expect that an outdated website will keep peoples attention. Do not expect visitors to return to your website if the last time they visited it contained outdated content. What counts as up-to-date depends on the type of website you are running. The website for a newspaper will likely have hundreds of updates a day, whilst a local chiropractor might only update a website three times a year. Here are some points: Remove items once they have expired Seasons Greetings should be down in early January, Attend our AGM on October 1 should be removed on October 2. Having access to a Content Management System (CMS) will assist you in keeping your content upto-date as you will not have to rely on a web developer to make changes for you. Dont unnecessarily date things. For the majority of websites there is no reason to even include a This page last updated feature. All it does is place unnecessary pressure on you to make constant changes that arent always needed. Unless content is obviously out of date, website visitors are unlikely to distinguish between an article that was updated three hours ago or three months ago.
Tip 34. Interesting Website Content

This is a simple tip and one that may seem obvious. Make your content of interest to your visitors. Write in an engaging way and about areas of real interest. If you dont have a flair for writing, consider hiring a copywriter with a great deal of experience in writing for the web. Remember, your website does not have to appeal to you or be interesting to you it is your site users that matter!
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Tip 35. Website Speed

Users will not stay at your website if every page takes a lifetime to load. Thus your website design should appeal to visitors and it should do it in such a manner that produces fast load times. In these days of super fast internet connections and high quality computers, internet users have become an impatient bunch. If a page takes more than 2-3 seconds to load, users will lose interest and start to leave. This is an incredible waste of money and makes a cheap hosting solution (often overseas) a very expensive solution. If you expect users to spend large amounts of time at your website and visit numerous pages, then each page will need to load fast. A competent web developer will be able to give you sound advice on how to optimise the speed of your website without sacrificing quality.
Tip 36. ReasonsTo Return

Give website visitors a reason to return to your website. A great way is to offer time sensitive promotions. Here is a passage of text that could be of use to most website owners: This month we have a special offer [insert details of the offer] Be sure to check back with us next month to view our latest offer. Alternatively, leave your email address on this page and we will email you all of our offers.
Tip 37. Podcasts & Vodcast

In the last few years podcasts and vodcasts have come of age. Here is a brief summary for those who dont quite understand the buzz: Podcast A podcast is a collection of digital media files which are distributed over the Internet, often using syndication feeds, for playback on portable media players and personal computers. The term podcast, like "broadcast", can refer either to the series of content itself or to the method by which it is syndicated; the latter is also termed podcasting. The host or author of a podcast is often called a podcaster. http://en.wikipedia.org/wiki/Podcasting
Vodcast is a term used for the online delivery of video on demand video clip content via Atom or RSS enclosures. The term is an evolution specialized for video, coming from the generally audio-based podcast and referring to the distribution of video where the RSS feed is used as a non-linear TV channel to which consumers can subscribe using a PC, TV, set-top box, media center or mobile multimedia device. http://en.wikipedia.org/wiki/Video_podcast
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You might think that it requires a high degree of technical proficiency or cutting-edge content to develop a podcast. I would encourage you to think again. It doesnt take much more than a cheap microphone (less than $30) and some basic software to create a podcast and upload it onto your website. Most listeners in the podcast world do not expect radio quality productions. Rather, they want content that is interesting and useful to their daily life. If you have a high degree of knowledge in an area (fashion, architecture, business coaching, painting, gardening etc) dont be afraid to sit down and chat about this. You could create a series of audio files and offer them to your website visitors for free, with periodical mentions of your domain name & key services. Podcasts give you a great opportunity to drop in references to your commercial work whilst giving expertise away for free. It is not uncommon for listeners of podcasts to one day contact podcast authors for commercial work. The nature of the net also means that you can open up your product or service to a worldwide audience. However, please keep in mind that while the upfront costs involved are often minimal, the time investment is likely enormous, and this is one reason serious entrepreneurs and business owners elect to hire a professional web design and/or SEO company rather than finding the time to do this and all items referenced in this guide. Seriously considering your business growth objectives, resources, and the value of your time is a smart idea. Unfortunately, many businesses fall into the trap of attempting to follow everything outlined and either lose focus of their primary objectives or more commonly do not possess enough hours in the day to run a business and properly implement all the strategies in this guide.
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Just Plain Ol Marketing!

You dont have to be an internet marketing guru to effectively market a website. Marketing your website can still rely on traditional marketing methods, with an emphasis on promoting your domain name.
Tip 38. Traditional Media & Offline Advertising

Is print, TV and radio space relevant to your business? If it is, dont forget to include your domain name in the advertisement. You could be thinking sky-writers, letter box drops and beyond, dont exclude anything without considering it properly. Success doesnt happen by accident, you will need a marketing plan for your business.
Tip 39. Effective Press Releases

There are dozens of examples of a single well written press release that has literally made a business. Dont be afraid to send a press release about your product launch, website launch or unique difference to editors across Australia. A 60 second spot on a national TV program can sustain a business for months (or even years).
Tip 40. Competitions

Competitions can be great in creating a buzz around your website. They may bring new visitors to your website via a viral promotion or simply engage existing visitors in a better way. A skilfully created competition could also assist you in finding out more about your website visitors. A competition one week could lead to a direct mail piece the next. Why not offer entrants an extra chance to win if they refer you to five of their friends? Use competitions as a way of building an email list, creating greater exposure for your website and manufacturing a buzz around your website.
Tip 41. Freebies

People LOVE something for nothing. I would encourage you to give something away on your website for free. You will have to use your creativity on this and it will depend entirely on your business and industry. Some possibilities include: A white paper A free consultation A coupon to your business A discount off an associates business
Think outside the square! If it is possible, you should brand your freebie with your logo / domain name. You should also try and get something in return such as email addresses for later giveaways.
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Tip 42. Develop Relationships

It is normal business practice to network. By extending the network of people that know of your business, you increase the chance of bringing in new work and also finding quality providers to work for you. This principle can be extended to marketing a website. You should be able to find associates or friends who are willing to promote your website, provided you promote theirs. This might mean a link on your website to theirs (and vice-versa) or it might mean an adswap in your respective email newsletters. Try and turn this into a referral whenever possible: This week I have included a link to my friend Johns plumbing website. I have had John work on my home since 1994 and he does a great job. There is no doubt that readers will always respond better to this message than Click here for Johns plumbing.
Tip 43. Viral Marketing

Viral marketing makes use of social networks to pass on a commercial message. This can be through a range of methods including computer games, text messaging, software, images, online promotions, word of mouth and emails. The medium doesnt matter too much, if people are passing on your message for free, then you have a viral marketing campaign working for your business. The success of a viral marketing campaign usually relies on a message being so creative, humorous or novel that people are compelled to forward it onto their friends and associates.
Tip 44. Domain Name Penetration

This is a really important step and one that is often overlooked. Once you have a website for your business you should promote the domain name EVERYWHERE. Whenever you have an opportunity to place your domain name on promotional material you must do it. Here are some places that you could be promoting your domain name (if applicable): Your email signature Signage Company (or even personal) vehicles Signage that promotes your business at conferences and events Pens Company clothing Stationery and company packaging Your answering machine or on-hold messages
This is only a small list to get you thinking you will know your business better than me. Put your domain name everywhere you can!
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Industry Specific Website Marketing

Most of the marketing options I have discussed so far could relate to websites in pretty much any industry. There will be marketing avenues that are specific to your industry. I cannot get into the specifics of every industry in this guide, so below you will find a few steps that are broad in nature but should get you thinking.
Tip 45. Industry Bodies

Most industries are represented in some way by an industry body (or bodies). Most of these bodies will have a website and most of these websites will feature a section where the public can Find A Member and their website. You should investigate this option for your business. It is common for astute customers to turn to an industry association in order to find a suitable provider to work with them. Here are some examples of industry associations: Institute of Chartered Accountants / CPA Australia Law Society of NSW, Law Institute of Victoria, The Law Society of Tasmania Royal Australian Institute of Architects Australian Physiotherapy Association Professional Hairdressers Association Master Builders Association Australia Master Plumbers of Australia
In all likelihood there will be an industry association that could represent you and you should endeavour to have a link to your website from theirs.
Tip 46. Research Your Industry

I find that a great way to stumble on industry specific marketing avenues is to pretend to be a customer in your own industry. As an example, if I was to explore places to advertise in my industry (web design) I would sit down for a few hours and play around in Google. I would type web design, web designer, web development, website design and other variations into Google. I would then click on any site that was not a competitor. I would likely find an industry association, traffic aggregators, middle men, journals and other resources. Next step would be to formulate a strategy to contact the webmasters of these sites and attempt to have www.thewebshowroom.com.au appear prominently.
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Tip 47. Directories, Middle Man and Aggregator Sites

In many industries there will be one or more websites that will aggregate a range of industry websites or products/services in order to take a cut of the sale. In some industries (Auto, Travel, Real Estate) the bulk of web traffic across an entire industry goes through these sorts of websites. Think of ebay.com.au, realestate.com.au, domain.com.au, drive.com.au, carsales.com.au, lastminute.com.au, travel.com.au and the like. If you are a real estate agent you will likely have to list on realestate.com.au & domain.com.au. Similarly if you sell cars in all probability drive.com.au & carsales.com.au will be a must. These middle man sites will charge you a certain fee for listing and/or selling your products / services. I believe that in certain industries these sites are absolutely essential and are likely more important than your actual website. However, a good website will always complement listing on these sites. As an aside, you should consider whether eBay is relevant to your industry. Many sellers will list items on their own websites, as well as via an eBay listing. Millions of websites users are now accustomed to turning to eBay first when buying something online. Do some research in your industry, can you list your product / services on a middle man site?
Tip 48. Shout Out Loud! (BBQs, Hairdressers and Cafs)

I will leave you with this thought. SHOUT OUT LOUD. When you are at the hairdresser talk about your website, leave your flyer or your brochure. At dinner parties talk about your website with conviction. Dont be afraid to leave flyers for your website at your local caf. Word of mouth marketing is powerful, and often the customer is sold before they even speak to you. Do a great job and the network will grow. You never know who will hear about your website and where it will take you.
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Step 3: Analyse
With the skills acquired in the first two sections of this guide you should now understand how to plan for online success and the many ways you can attract people to your website. However, things do not always go to plan and what will work most effectively on your website is not always what you may first think. In addition, nothing stays the same for long (especially on the web) and what worked last year may not work this year. The great news is that the internet is different to almost any other form of marketing or sales. The ways in which you can monitor and analyse a website is almost beyond comparison. When used properly accurate analysis will allow you to react to your market quickly and cost effectively.
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Tip 49. Website Traffic Analysis

Traffic analysis will tell you how people are finding you, where they come from and what they do once they arrive on your site. Without this information you will not be able to make informed changes to your website to improve its performance. I cant stress how important it is to know exactly what users are doing on your website. Traffic analysis tools have become commonplace and incredibly affordable. In fact, the tool we recommend to our customers (and use on our own website) is available free of charge from Google. It is called Google Analytics. There are literally hundreds of statistics that you can monitor with Google Analytics via a userfriendly interface. There are also dozens of other programs available and different hosting companies will likely have their own preferred solution. If you do not have some form of traffic analysis in place for your website then get it organised right now. Following is a sample page from Google Analytics.
To learn more about placing Google Analytics onto your website you should visit www.google.com/analytics or for customers of The Web Showroom view the detailed article in The Web Showroom customer support area.
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Using Google Analytics is very simple and even at the most basic level it can deliver invaluable insight into your website. The level of detail and analysis you require will vary according to your needs and abilities. However, the following statistics are easy to understand and vital to understanding what is going on with your website and the methods you are using to attract people: The number of unique visitors to your site and the number of visits in total The average number of pages viewed per visit The pages on your site viewed most often The average time spent on your site (and the number of people who view only one page) Where your visitors came from (including search engine keywords and geographic location) The number/percentage of people who submit a form or make a purchase on your site
Tip 50. Real Feedback

Knowing how people behaved by looking at statistics is not always enough. It almost always pays to speak to people and get their feedback about how they found the experience. The reasons a certain page or process on your website is underperforming may not be apparent to you but may be plain as day to others. There are plenty of ways to get feedback on your website, including: Speaking to friends, colleagues and customers about their experiences on your website. Offering site users a bonus of some type to complete a survey or be involved in some kind of discussion group. Watching people as they use your website to see what works and what does not. Contracting a specialist usability firm.
The best way to get real feedback will vary according to your business but it can be a cost effective and powerful way to understand your websites strengths and weaknesses.
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Tip 51. Your Competitors

Your business does not exist in a vacuum and the chances are that if people are looking at your website they are also looking at the websites of your competitors. This is especially true for people who have found your website by looking for your industry in a search engine. You should be aware of what your competitors are doing on their websites and also in their broader online marketing. The chances are that you will be directly compared to them and if they have a more compelling offer than you, your website conversions will suffer. Looking at the sites of your competitors (or indeed at any other sites on the internet) can be a useful way to spot new approaches or technologies than could make your website a more effective tool for your business.
Tip 52. External Consultants

Depending on how important your website is to your business (and how large your budget is) it may be worthwhile to make use of external consultants to ensure you are getting the most out of your website. Analysing the effectiveness of your website can be a complex and time consuming pursuit. It is also one with potentially serious consequences in terms of money spent and opportunities wasted. There are numerous external consultants in this area including: Search engine optimisation experts Mystery Shopper consultants Usability experts Return on Investment (ROI) consultants
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Step 4: Evolve
The more time you spend analysing your website the more confident you will be that either you are doing everything correctly or that there are areas where you believe improvements can be made. It is highly unlikely that as time goes by you will not find ways to improve your website. This is the great thing about the internet it is constantly evolving and providing new opportunities for businesses of all sizes. This final stage is all about evolution. Those small changes you can make to your website that continually improves its performance.
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Tip 53. Dont Forget What You Have Learnt

If you have analysed your website and found major issues it is vital you do not overreact and start making changes in isolation. Go back to the first part of this guide and plan for success. Do not repeat your mistakes from the past by rushing into the changes required by your website. Remember, the more changes you make at the one time the harder it will be to analyse the impact of any one of these changes.
Tip 54. Limited Resources

Chances are you have limited resources to invest in your website. Do not get distracted or depressed by the many things you could possibly do. What you need to do is make a strategic decision about the things you can do. This can only include things you can afford, things you have time for and things you can do well. It is almost always true that picking a few things and doing them well is going to deliver far greater benefits to you than starting and never finishing anything properly. Dont forget that wherever possible you should also attempt to take your first steps into something new in a gentle way to see if it can deliver results before you put everything into it. You need to make sure the changes you make to your website will give you a return on investment.
Tip 55. There is Always Tomorrow

You do not need to do everything today. One of the common traits of successful companies is that they continue to analyse and evolve (and I am not just talking about websites). When working out the ways to change your website (and your approach to attracting people to it) you should plan the small number of things you are going to do now and the larger list of things you are going to continue to work on tomorrow, next week or next month. A staged approach can be extremely effective as it allows you to adjust your plan to the new things you are going to learn at every step. You are not going to get everything right the first time and being flexible over time will pay off. However, it is important to weight the opportunity costs involved with moving at a slower pace.
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Tip 56. Planning Versus Responding

It is important to remain flexible. Many of the changes you will make to your website will be in response to increased budgets or general evolutionary change. However, there will also be times when an event appears that either delivers unexpected opportunities or unforseen threats to your website or your business. You need to be alert to these types of events and ensure that you meet each one with an open and strategic mind. How can you change your website to get the most out of the current situation?
Tip 57. Fads, Trends and the Next Big Thing

Heres where I am going to sound more like a business person than a web developer. You need to meet any new trend or fad with a certain level of cynicism. You need to remember that there have been way more next big things that amounted to nothing, than those that made the earlier adopters rich beyond their wildest dreams. It is one thing for Google to throw the odd million into such opportunities but it is another thing completely for you to get involved early on. If the next big thing becomes commercially proven there will still be time for you to get into it and beat almost all your competitors. Just dont try to be first!
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Appendix 1: How Google Works The Mystery Explained

An explanation about Google is vital because Google is the most important search engine for Australian website owners. To effectively market your website in Google you need to have a basic understanding of how Google works. Without this understanding you will never have realistic goals on what is achievable, and what isnt in this vital search engine. When Google launched back in 1997 it changed the face of search engine marketing. One of the main reasons for this revolution was the unique range of factors that Google considered when determining where particular websites would rank on a given search query. Outlined below is an introduction to these factors. I have broken this into two main areas of consideration: PageRANK - This is the weighting or importance that Google places on a webpage, regardless of the actual content that appears on that page. Algorithm These are the factors that Google considers to determine the relevance of the content on a webpage in relation to the search term. Google then weighs up these two important considerations to rank websites on a search query. PageRank (or what is an important website?) The core element of Google and what fundamentally underpins how a website ranks on a keyword is a technology called PageRank. Here is what Google have written about it: PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page's value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at considerably more than the sheer volume of votes, or links a page receives; for example, it also analyzes the page that casts the vote. Votes cast by pages that are themselves "important" weigh more heavily and help to make other pages "important." Using these and other factors, Google provides its views on pages' relative importance. (http://www.google.com/technology) I will now explain this in laymans terms. Google regards links from an external website to your website as a positive thing. They see a link as an online equivalent to a traditional word of mouth referral. However it isnt the sheer volume of links that Google takes into account. This is because any tech savvy website owner could direct thousands of meaningless links to their website. In order to determine what a quality link is and what it isnt, Google assigns every site in its directory a PageRank ranging from 0 to 10. The PageRank on a webpage is determined by how many quality links that page has directed towards it. The higher the PageRank, the better it is regarded by Google. Therefore the higher the PageRank of a website that links to your website, the more weighting Google will place on this link. To take an extreme example, 10,000 links to your website from a PageRank 0 website is unlikely to mean more than one simple link from a PageRank 10 website.
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This is a crude summary, but essentially explains the foundation of Googles search algorithm. The more quality links that are pointing to your website, the more credibility (in Googles eyes) your website has. This underpins all Google searches so a website with a PageRank 5 will always out-rank a PageRank 4 if the content on the two sites is identical. PageRank 8 sites will likely outrank PageRank 3 sites even if the PageRank 3 webpage has slightly more relevant content for that search query. In practice this means that it will take time, and work from you, to build your website up to a place where you have a good number of high quality links pointing towards your website. For example, if you are selling mobile phones you will face an uphill battle to convince Google that your website is as important as the Nokia homepage that has been around for years and has thousands of quality links pointing towards it. The Algorithm (What is a relevant website?) Although PageRank underpins Google search results, it does not, in and of itself, determine where websites rank on particular search phrases. If this was the case, PageRank 10 websites would appear at the top of every search undertaken on Google regardless of the topic area. To determine the most relevant website on a certain search term, Google uses a highly secretive algorithm utilising text-matching techniques. Here is a brief reference to this from Google: Of course, important pages mean nothing to you if they don't match your query. So, Google combines PageRank with sophisticated text-matching techniques to find pages that are both important and relevant to your search. Google goes far beyond the number of times a term appears on a page and examines dozens of aspects of the page's content (and the content of the pages linking to it) to determine if it's a good match for your query. (http://www.google.com/technology) This algorithm is constantly changing and very few people know exactly what weighting Google gives the various elements on a website. Fortunately, as a managing director of a firm that many consider the best SEO company in Sydney, Australia, I hope to this e-book provides a better understanding behind many of the mysteries involved in SEO. It is generally believed that there are well over 200 factors that Google takes into account when ranking a website on a given search term. Some of these are widely known (even through Googles patent) whilst others are guesswork. Here are some examples of factors that, it is commonly believed, Google takes into account when ranking a website (in no particular order): Keywords in the websites URL Age of the website Keywords in Domain name Keywords in page title Keywords in meta description Keyword repetition in text
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Keyword in header tags Keywords proximity to each other The order of keyword(s) Prominence of keywords (early on a page) Keywords in link text (to the page / from the page) Internal linking within a website Link stability (not always changing links) Page size Domain extension (.com.au, .edu.au, .net) Hyphens in URL Freshness of page (regular updates) URL length Keywords in alt-text Bolding Text size of keywords All links on page must work Good quality links Age of links Site listed in directories Time users spend on your website Click through rate onto your website Number of users that bookmark your site
This is hardly an exhaustive list, yet it highlights that the factors Google considers when ranking a website are far-ranging and complex. It is not as simple as submitting your website to Google and expecting it to rank highly in the first week.
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Being Penalised Googles success is simple. It provides millions of people with great information everyday. For that simple reason Google wants the most relevant websites to appear towards the top of its search results when a query is run. Google heavily penalises websites that it believes are attempting to fool the system in order to artificially improve search engine results. Here are some areas where website owners can get into trouble either through deception, or simply poor optimisation techniques: Text presented in graphic form Links from poor quality websites / affiliates Links to poor quality websites / affiliates Over-optimisation (overuse of header tags / keyword stuffing) Poor language or racist language Stealing images / text from other websites Excessive JavaScript Excessive use of flash Use of frames Single pixel links Buying links to inflate PageRank Cloaking Invisible text Hosting unreliability
This is a very brief overview of some of the factors that Google takes into account when returning a search query. A website that is possibly the finest resource in the area can be found here: http://www.vaughns-1-pagers.com/internet/google-ranking-factors.htm The website goes through each of the factors in an expert way and is kept up to date. Dont feel too concerned if you dont understand all of the terminology / jargon as this area can get a bit complex.
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Appendix 2: Keywords, Keywords, Keywords

You are probably thinking. I know my keywords already! Just tell me where to put them on my website. You are probably right and the keywords that you have already considered are likely the most popular and lucrative in your area. It is however, equally probable that every business owner in your area is targeting the same keywords. I would therefore advise you that when you are optimising your website you should pay attention to not only the big keywords, but also the niche words / phrases that are unlikely to be so competitive. Website owners who are serious about online success will not have a few dozen keywords, but rather a few hundred. I can honestly say that I have spoken to search engine specialists who will provide their clients with literally thousands of keywords / phrases when completing an optimisation proposal. This does not mean you will optimise your website for thousands of keywords, but you should develop a complete list of keywords before deciding on which to target. Researching Keywords To start with, you need to do some research. You need to come up with the largest range of keywords you can think of, and then cull these down to keywords that are relevant for your website. Here are some practical tips on developing a list of keywords: Competitors It is logical to first look at what keywords your competitors are targeting. There are three main places I would advise you to look: i) ii) The page titles of their main pages: This is where they are likely focusing their main keywords. Their source code: Right click on a section of their homepage, and select View Page Source:
Here you can see the information they are providing to search engines in terms of important keywords and descriptions:
iii)
Their body content: They will likely be featuring keywords / phrases throughout their website copy.
Note: The page titles / source code on another businesses website is their intellectual property. Do not rip it off. Use it as a research tool for your own unique work.
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Google AdWords Keyword Tool Google offers a great tool for website owners to find keywords. This can be found at https://adwords.google.com/select/KeywordToolExternal. The tool also gives you a feeling for advertiser competition on a particular keyword. You can search either by using a thesaurus style function or by typing in either your website or a website in a similar industry area. WordTracker Prior to Googles keyword tool this was an industry leader in keyword research. It is still pretty good and can be found at: www.wordtracker.com. They also offer a free trial. Ask! Badger your colleagues, family and friends to brainstorm the types of keywords they would type to find a business like yours. I am sure you will be astonished when you find out the diverse range of keywords that are used to find a website just like yours. The human brain works in strange ways and there is rarely a uniform keyword for an industry area. Rather there are usually hundreds of relevant keywords for a website owner to target. Search Strings Now that you have more keywords than you ever expected I am about to increase them again and no doubt confuse you. The order in which two keywords turns these keywords into unique phrases. Test a search like tennis coach in Google and then search for coach tennis. You will find that they provide different results. The same is true when you add an (s) to the ending of a word. Type Accountants Sydney into Google and then do the same for Accountant Sydney. Once again you will get different results. Google treats these searches as independent from each other so you will need to do the same for your keywords. Be Sensible Now that you have a huge list of keywords you will need to organise them, save them and cull them. It is unlikely that you will be able to use all of these in the optimisation of your website. Initially I would advise that you select the most relevant 10-20 keywords/phrases to target. I would balance these between the most popular (and potentially lucrative) with a few niche queries you believe you can dominate. BUT keep all of your research because it will continue to be valuable if you explore pay-per-click advertising or broaden your optimisation in the future.
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Appendix 3: Planning Your Website

So often the difference between website success and website mediocrity (or worse) is the level of planning and structure that has gone into a project. If your website fails to engage your visitors and have them do what you want them to do, your website will most likely fail. I often use the example of the building industry when helping people understand the web development process. If you were building a house you would first look at other houses to see what you liked, then possibly speak to a range of architects and have some detailed plans created that suited your purpose exactly. You would not simply find a random builder and tell them to start building what they thought you would like. The purpose of this appendix is not to teach you how to make a successful business website in my view this is truly a job for experts. It is to help you understand the key developmental stages of building a successful business website. The way a web development company approaches these stages will often tell you a lot about the sort of firm you are dealing with and how serious they are about delivering you an end product that really works for your business. Following are the stages used by The Web Showroom in each and every project we undertake. Briefing Document Before anyone can start building your website it is important that you document exactly how you intend for your website to achieve its stated mission. Keep in mind that a good developer will have suggestions and expert advice that you have not yet considered and you should be flexible at this stage. If the developer you are interested in using has not asked a lot about your brief or given you a firm plan, you have a right to be concerned about how much the end result will resemble your requirements. Using The Web Showroom as an example, we have a process whereby all new customers are required to complete an online briefing document. Without this document we will not commence work on any project. The reason is simple - if there is no briefing document then the project will fail. There is no such thing as a customer who does not care what their website does or looks like. There are only clients who have not thought about it yet or not yet had the time to tell you. When you are preparing your website brief you should include things like: Your website mission A brief description of your business Any information about the visual style of your company (i.e. logo, brochures etc.) that will affect the way your project is approached A description of your target marked including gender, age and level of technical proficiency A list of websites you like and a list of websites you do not like A list of your competitors
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A rough site map including any required functionality (for example e-commerce, secure / member areas, email marketing, forms, a blog, content management, flash etc) An indication of whether you need your site to perform well in search engines Whether you need the ability to update your site yourself (content management / CMS)
Find the Right Web Developer With literally thousands of developers across Australia, finding the right one for your business can be a challenge. There are developers out there who have day jobs and complete projects for friends and family at night, sole traders with either a design or programming background, boutique design or technology companies and a range of larger full service companies. Believe it or not they all have good points and there are great practitioners at every level. What worked for someone else will not always work for you. It is absolutely vital that you have a good relationship with your web developer. Your website needs will evolve over time so you need a developer you can rely on. I would strongly advise that you probe any potential developer with a range of questions, including: Can you supply me with a list of the last ten websites you built? Can you supply me with the contact details of five happy customers? How long have you been in operation and how many websites have you built? What makes your websites search engine friendly? Can you show me examples of your customers websites ranking well in Google? Who owns your company? How many staff members do you employ? Who owns my website once it is built? If you go out of business what happens to the code that runs my website? How much will website changes cost after my initial website is built and how quickly will you work on them? Who is responsible for repairing bugs in my website?
The answers that are supplied to these questions will give you a good feel for your potential web developer. You need a company that has a strong track record building sites just like you want. You need to know that they will still be around in the years to come. If your web developer goes out of business it can be disastrous for your business. You also need a web developer that builds sites that have the potential to rank well in Google. Planning Your Content When you are planning your website and putting together your briefing document you will more than likely get a feeling about the structure of your website and the content you intend to place on each page. The process of creating your website will benefit enormously from you having created a final version of your content early in the process. It will enable you to be sure that your thinking up until now has been accurate. The graphic designers on your project will be able to work more effectively knowing the precise content they are working with. When your site is close to completion having content ready will allow your site to go live faster.
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I recommend that at this stage you do not get too tricky. It is perfectly fine to create a basic Word document and simply start each site page on a new page. Do not get concerned about placing pictures or other page elements neatly. It is enough at this stage to simply indicate where each item goes. Without wanting to cause offense I do want to ask you about your abilities as a writer. A very common problem we see with websites for small business is that they are often let down by the actual words on the page. If you do not think you have the ability to write clearly and simply then we recommend you employ someone who does. You should ask your web developer if they have any copywriters they work with and speak to them. In any case you need to remember that website success is not normally related to how many words are placed on each page. It is sometimes the exact opposite. Computer screens are hard to read from (for many people) and you have more chance of convincing visitors of your case if you can do so quickly and without causing a lot of mental gymnastics for them. Trust me on this less is very often more when it comes to the words on a website. Usability / Cross Browser Compatibility Generally the next time you will see your project (after approving the wireframes and design concepts) it will be looking and feeling like a real website. It will probably be sitting on a staging server somewhere (hidden from public view) and you will be able to view it through your favourite browser. It is at this stage that you should check the work your developer has done is in line with the various stages you have already approved. If there are discrepancies (and you are not happy) you should let them know and work out a plan to rectify any issues. Otherwise the next stage is to ensure that the site you planned actually works and is usable for your average site visitor. The best way to do this is to use the website and show it to people who you would consider normal users. A more technical test is for you to view your new website on an assortment of different computers and browsers. If there are issues with your website on any of browser you should let your developer know as soon as possible so they can rectify them before your site goes live. Domain Name During this stage it is important that you put thought into the domain name you intend to use for your website. Important points to consider include: Length Typically a shorter domain name is better as it is easier and faster for users to type. However, shorter domain names are often harder to secure and regardless of length, your chosen domain name should consider and balance all the factors described below. .com or .com.au If your market is global (and there is no advantage to being known as an Australian operator) then you should consider using the .com version of your domain name as your main address. However, for many Australian businesses location is vital. For example, if you are a restaurant in an Australian city using a .com address would be a big mistake as most visitors would wrongly assume you were located somewhere
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in the United States. Often it pays to register both the .com and .com.au versions of your domain name but use the .com.au domain name as your main address.
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Keywords It can be very effective, from a search engine optimisation point of view, to have one or more of your major keywords in your domain name. Availability If the domain name you would like to use is already taken you can attempt to purchase it from the current owner. Under some circumstances you may have a legal right to own a particular domain name and may be able to challenge the legitimacy of the current holder if it has been taken. This is particularly true of .com.au domain names (but not of .com domains). Cheap versus Expensive Domain Names All domain names are of the same quality regardless of the price paid and once registered can generally be freely transferred to the domain name registrar of your choice. Regardless of the price of the domain name you have purchased you will also be able to point it to your website wherever it is hosted. However companies offering cheap domain names will often offer poor customer service and support and this may cause you frustration or inconvenience at a later stage. Misspelt Domain Names If your domain name is easily misspelt it can be worth registering the most obvious spelling mistakes as additional domain names and then pointing these towards your main website. This ensures you dont lose this incorrectly typed traffic.
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Appendix 4: Getting on "The First Page of Google"

It is fair to say that the number one question our Sales Team receives is: "How can I get my website on the first page of Google?" Well, first of all you need to get your website into the list of websites that Google knows exist and then you need to optimise it to perform. Getting into Google (and Yahoo!) This part isn't so hard. Basically we submit all of our customers websites to Google in the week they launch. Generally, customers will find that they have been picked up by Google in the first month or so (often sooner). If you follow our advice and sign up to Google Webmaster Tools, you are virtually assured of being listed within a few weeks or sooner. We also submit all new websites to Yahoo! and find that the time to get picked up by the search engine spiders is similar to Google. Getting onto the "first page" OK, getting in was the easy part. Now the tricky bit - how do you get your website onto the first page of Google? Our first bit of advice is - be realistic. The difficulty of being ranked on "the first page of Google" depends entirely on the keyword. Being on the first page for a term like "Car Insurance" is much harder than an obscure term like "car insurance broker agency West Australia." Let's pretend we have just launched a website for a mortgage broker operating in Mt Isa, QLD. The name of the fictional business is "BK Fordran Mortgage Broking". The web address is www.bkfordran.com.au. The difficulty on getting onto the "first page" will depend greatly on which keywords are being searched for. Let's assess these search queries in Google: "BK Fordran" - I would be confident that if Mr Fordran followed a few of the basic instructions that we give in this support area , e.g. entered a few page titles and registered himself for Google Webmaster Tools he would appear on the first page for this uncompetitive search query within 1 month. Google knows he exists and there probably aren't that many BK Fordrans around Australia. "Mortgage Broker Mt Isa" - This would appear to me to be a valuable search phrase for Mr Fordran and probably a likely one for potential customers of his to use when trying to locate a service like his. In his favour is that Mt Isa isn't the biggest place in Australia. When compared to Sydney or Melbourne there probably aren't many Mortgage Brokers located in Mt Isa. I would be confident that if Mr Fordran followed my suggestions in areas like page title, meta description, individual pages for special keywords, submitting to Google Webmaster Tools and paying attention to the various content tips that after a time (likely months, not years) he would stand a good chance of reaching the first page on this valuable keyword.
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"Mortgage Broker" - As discussed in 'How Google Works', Google rewards websites that not only have relevant content, but also those that have high quality links pointing to them. It is here that Mr Fordran is going to struggle. How will he compete with websites that have been going for years with hundreds (possibly thousands) of high quality inbound links? The answer is two-fold: Maybe he shouldn't. He might be best off conceding massive keywords like 'mortgage broker' and concentrate his resources on more targeted / realistic terms - "Mt Isa Mortgages" "Mt Isa Mortgage Broker" "North West QLD home loans". This would likely be a successful strategy and one that would bring quality visitors, not just quantity. He might have to either do vast amounts of work learning about SEO, Google and linking or he could contact an SEO expert to assist him.
"Mortgage" - I am not sure that a 'one man band' mortgage broker could ever be on the first page in Google for this massive keyword. Even if he could, I think the traffic would be so vague / general that it wouldn't have been worth the resources spent. Don't be afraid to ignore the big words if you can attack more targeted, less competitive words successfully. It will depend a lot on your market.
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The Website Marketing Handbook 2012 | 57 Ways To Make Your Australian Business Website A Success

Copyright 2012 www.thewebshowroom.com.au

David Lawrence Managing Director The Web Showroom www.thewebshowroom.com.au | david@thewebshowroom.com.au

Copyright 2012 www.thewebshowroom.com.au

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Domain Name Penetration ................................................................................................................... 36

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About This Guide

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How To Optimise Your Website For Search Engines

Tip 1. Insert Keyword Friendly Page Titles (Meta Titles)

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Tip 2. Insert Meta Descriptions and Keywords (Meta-Data)

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Tip 3. How To Create Dedicated Keyword Intensive Pages

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Tip 4. Internal Linking Google Loves It!

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This will then show you a de-stylised version of your page:

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Tip 6. Display Your Font For SEO (Bold and Size)

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Tip 7. Those First Few Sentences

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How To Get Listed in the Major Search Engines

Tip 8. List in Google Within Weeks

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Tip 9. List in Yahoo!7 Australia

Tip 10. List in Bing

Tip 11. Getting Listed in Other Search Engines

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Tip 13. Getting Exposure on Sensis & Telstra

Tip 14. True Local Can Generate Leads

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Tip 15. Get on Google Places (Google Local Search)

Tip 16. Dmoz (Open Directory Project)

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Tip 17. Participate in Forums, Blogs and Networking Sites

Tip 18. Run a Blog, Increase Traffic, Increase Leads

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Tip 19. Linking Strategy Vital for Success in Google

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How To Profit From Pay Per Click (PPC)

Tip 20. Google AdWords

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Tip 21. Google Adsense

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Tip 22. Yahoo PPC

Tip 23. Other PPC Sites

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Tip 24. Affiliate Marketing

Tip 25. External Sites

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Increase Your Return On Investment From Email Marketing

Tip 26. Email Newsletters

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Tip 27. The Spam Act 2003

Tip 28. HTML or Plain Text Emails

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