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03.06.09
The Web Developer And Search Marketing Improved Cycle  By Gareth Davies This session looked at ways to better liaise with web developers in the search marketing promotional cycle. Nathan went through some examples of internal optimisation that the Live team were faced with. One example was that Microsoft had a product that they knew by its full technical name - however online most people were searching for the abbreviated initials 'Moss'. So whilst originally Microsoft were optimising for the internal long name, the customer base was actually searching for Moss. As a result people searching for 'MOSS' were going to affiliate type websites for MOSS and not to the official company pages. Once Microsoft realised what was happening they began to optimise their pages for the keywords users were searching for. The importance of understanding what users are looking for are key whether you're an in-house SEO or working as part of an agency. Martin Bowling - VEC 3 Martin outlined what he called his pre-flight checklist for projects. These included: • Competitive analysis • Who is the audience? • What is the tone? • And also addressing the crucial matter of 'What are the project goals?' He proposed a good place to start every project was an initial phase is Brainstorming and when doing this, not to exclude people from this phase as the creative process isn't one-dimensional. He argued that different team members bring different perspectives (and involving more people can get a better buy in).
Next he suggested it was useful to provide the developer with example sites to look at it and to create mock ups and have alternatives to flash for the design team. Next Martin proposed internal reviews followed by user testing to ensure that there are eyeballs on the project that are not just the in-house team. Finally he advocated stress testing the website code before going live. Eric Enge - Stone Temple Consulting Eric was quick to advocate KISS principles (keep it simple stupid)  From years of first-hand experience Eric stressed the long term benefits of explaining key SEO concepts to developers. A good place for SEOs to start is to explain links as votes as this can be a good way to get the concept across to developers so they can understand what the SEO is trying to achieve. Also the concept of 'link juice' and that it's a fixed quantity is another important aspect to convey to developers. E.g. Link juice is shared across the website - so internal and external links are an important part of the SEO process. Continue reading this article. About the Author: Gareth Davies is a contributing writer on MarketingPilgrim. |
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