Apidays New York 2024 - Scaling API-first by Ian Reasor and Radu Cotescu, Adobe
Northern Valleys eWorkout presentation
1. eWorkout
A.No website – The freeway
B. Website – Turbo powered
Jackie Shervington
June 2012
2. The freeway – no website
1. Google Place (Maps)
2. Google adwords (landing page)
3. Portals (Trip adviser)
4. Social Media
– Facebook
– Linked in
– Youtube
– Blogging
– Twitter
5. Google merchant centre/ebay
3. 1. Google place
• When someone is looking
for a localized
provider, Google will often
send them to their local
listings.
• Own your listing!
• Encourage Customers To
Rate & Review Your
Business
• Provide Images, Videos &
Coupons
4. 2. Google adwords
• You don’t need a website – just a
place to drive the leads to –
“landing page”.
• Google Adwords
– For example, if you decide that
you would like to spend $100 a
day, and you are willing to pay
$5 for each click, then Google
will run your ad until you
reach 20 visitors. You can
easily track results and
determine
• Facebook Ads
9. Website – Turbo Power
1. Free Search traffic to your website (SEO)
2. Paid search traffic to your website – adwords
or facebook
3. Database/repeat/referrals
4. Print
12. Why SEO?
95% of users don’t go
beyond the first 3 pages
of search results before
they try another keyword.
13. SEO: the checklist
Keywords
Site Design
Content
Code
Links
BETTER RANKINGS!!
14. SEO: keywords Brainstorm
Competitive
Research
Keyword Tools and
Programs
Spread it • One page doesn’t fit all
• New page per product or topic
around
• “Less is more” per page. 1 or 2 primary
Keep a focus terms and 5-10 secondary
• Keep keywords related
Long and • Short terms are more competitive
• Long tail - better traffic & quicker
short results
15. SEO: links
Links are the critical link to SEO SUCCESS
Link Popularity Authority
Directories
Sites
Link Relevance
Press
Blogs
Link text
releases
Related
Link authority
Sites
16. Websites conversion
1. Where do your eyes go first?
2. Do you know right away what this website is about?
3. Is the important information “above the fold?”
4. Can you easily find the benefits of the product/service?
5. Is there a clear call to action?
6. Is the font easy to read?
7. Do the menu items clearly tell you where they will take you?
8. Is there an easy way to contact the business?
9. Can you find out more about the owner or employees of the company?
10. Do you feel personally connected?
11. Is there multimedia?
12. Are there links to social media?
17. Tools of the trade
• Google alerts
• Evernote
• Cloud based services:
– Email mkting – mailchimp
– Surveys – surveymonkey
– Accounting - Saasu
– CRM - Insightly
Editor's Notes
Now that you’ve done your keyword research – use it as a basis for developing keyword rich URLs and web pages when creating the siteSearch engines struggle to index content beyond 3-4 pages from the homepage. Usability best practice suggests key content should be no more than 2 clicks from the homepage – so use that as your guide….anything deeper should be redesignedRemember – search engines aren’t humans. They “generally” can’t use drop down lists, read image content, view flash multimedia etc…so ensure your content is either accessible through other means or duplicated for search engine friendly access. E.g for images – use tags, for drop down list links, provide secondary access to the pages from another area on the page.Sitemaps are SEO gold. Search engines love sitemaps, as they provide easy access to all the content in the site without wading through copious code and copy. Always make the sitemap available from the homepage – which will make almost every page on your site clicks from the top domain.Now this is a bit techy…and probably a recommendation you’ll make to your designers or developers….but wherever possible, keep the code that creates your pages as lean as possible. Designers can use stylesheet files to minimize the code on the page. It helps search engines find the text which they index easier.
Keywords are the absolute rock which SEO is built on….whether your starting a new website, re-working the SEO of an existing website or conducting the on-going SEO that should be undertaken in a proper SEO program
And now for what most consider the most important part of the SEO process….LINKS.Thanks to Google’s PageRank theory….links have now become the key measure of a websites authority….links are seen as votes…If I think your content is good….i’ll link to it…the more people that link to it…the more search engines think its relevant and authoritative.So when seeking out links…there’s some factors to keep in mind….Popularity is the key….so links from popular sites provide value…Relevance is paramount…links from irrelevant sites will offer little SEO benefitLink text…the text displayed on the link….helps the search engines provide a guide to content….and plays a major role in ranking…Use allinanchor: command as an example.And authority is the last key factor….authoritative sites…provide more weight than others…a linking pages PR is a good measure of authority…