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ec Newsletter #6

Gudday from Gisborne,

This E-C Newsletter is a little different - I want to go over the basics in a three part series starting today "Search Engine Optimisation" (SEO), next Newsletter "Web Usability" and finally we'll cover "Calls to Action" for a web site project in the newsletter after that.

The motivation for this is that we lost two pitches over the last month to other design companies - because the marketing people in charge of the projects thought the other designers gave "prettier" layouts.

The marketing people in charge of the projects got caught up in "looks" make the web project not the "outcomes" or reasons for having a web site.

As most of you hopefully know we are focused primarily on the outcomes from any project - just what do you want the project to achieve - rather than making something that looks pretty that doesn't work.

The other designers that we lost the work too don't know much about our "Back to the Basics" three topics - so I was thinking it's time we all had a refresher...!

It's also been a busy couple of weeks with two Seminars presented to Rotorua Chamber Members (welcome to the E-C Newsletter list...!) and a trip down to a new business opportunity in the southern Hawkes Bay.

Coming up next week Tuesday 19th 5:15pm in Rotorua City Focus computer lab we have a "refresher" training session on adding Search Engine Optimised pages using the E-C Toolset - register on line at:


Main Article

Back to Basics Part 1 - SEO

Search engine optimisation (SEO) is the art of creating entire web sites that are made up of individual pages - that together rank well in the "organic" search results of search engines.

The Platform the web site is built on:

The E-C Toolset has been designed to be search engine friendly. It doesn't use the many negative aspects that search engines don't like - such as "fly-out" menus and complicated dynamic file names.

It allows you to control the text that search engine robots see & index and use to ultimately rank the pages in the search engine results pages.

It's all about Size:

The current SEO "best practise" is to have a single page optimised for a single search phrase - so if you wanted to be near the top with 20 search phrases - that's twenty pages of information (search engine bait) before you start actually telling your story.

More text on the site - equals a better chance of getting listing for more search terms - and nearer the top for those search phrases.

Placement on the page:

Ideally you need to have your key search phrase at the left hand (beginning) of the page "Title" tag, used as the main heading of the page (the "H1" tag) and in the hidden "Meta - Description" tag.

Google uses the Title tag as the clickable link it displays and sometimes displays the Meta Description as the caption (but not always) so this id also important for human visitors.

In the "link text" (the underlined clickable web link) that points to a page:

The clickable link that points to a given page is used by smarter search engines to describe the page - so "click here" doesn't really help much with SEO - but "Our Rotorua Web Design Services etc etc" add real key word "weight" to the page that the link points to.

Link text is also very important on other web sites that point to your pages - so It's not just about having great links on your web site - but also encourage "deep" linking into your web sites pages from other web sites.

Google Page Rank:

All pages are not created equal - and Google recognises this with its Google Page Rank (GPR). GPR is the score out of 10 that Google assigns to every page it knows about - BBC & CNN pages have 8's to 10's while a good small business site should have 3 or 4.

A couple of our customers have 6's and some of our web sites that we use to link to our customers have 5's.

If you are asked to link to someone in exchange for a link from them - check the Google page rank for that page using the free Google Toolbar.

You can't manage what you can't measure:

We have our own statistics package but are increasingly using the free Google Analytics software.

(If we haven't installed this for you let us know and we'll do it free of charge)

Google Analytics is full of very good information about what is happening on your web site - methinks a future topic for a Seminar or Newsletter just on its own...!

Key Phrase Selection:

Do you really know what your potential visitors are searching for...? You may have words that you use to describe your products or services and I hope these are common words that your target market also calls them.

But what about the "long tail" (link to http://en.wikipedia.org/wiki/Long_Tail) of what people could be searching for...? If your chosen market is hotly contested (e.g. motel rotorua) try and optimise for "family motel rotorua" or "pet friendly motel rotorua" - it may be easier to get to the top of these not so hotly contested phrases.

Goggle has disclosed that most of the searches undertaken lately use 2 or more words.

End Feature Article

Bonus Tool

For those Bay of Plenty residents I'll be at the Waiariki City Focus computer lab on Tuesday 19th from 5:15pm for some refresher SEO and E-C Toolset training - this is free apart from your time - hopefully see you there...!

You can register here... www.ectoolset.com/register/

Have you seen the E-C Help section lately...? It is available at www.ectoolset.com/help/

We’ve also archived these newsletters at www.ectoolset.com/news/

Look out for: We'll be launching a new e-community portal for our customers where I'll post new article content as well as useful links, eBooks and ultimately training videos too.

Free Gift

Here's a great book about Adwords - one of the better ones I've found you can download it from the links at top right of www.RussellSays.com

That's it for now - please do let us know what you think of the newsletter - and of the e-c toolset and thanks for your business...!

Cheers and thanks again

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