www.web-visibility.co.za
www.web-usability.co.za
Prof Weideman
CPUT, Cape Town, South Africa
Background
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Populations?–TheWorldScene
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Languages …
Hello
Hallo
Dobrý den
Hallo
dobré ráno
Good morning
guten Morgen
goeie more
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Please tell me how to get to the main station
Bitte sagen Sie mir, wie man an die
Hauptstation bekommen
Prosím, řekněte mi , jak se dostat na hlavní
nádraží
Wys my asseblief hoe om by die hoof stasie uit
te kom
Languages …
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I live in Brno
Ich lebe in Brno
Bydlím v Brně
Ek woon in Brno
Bitte ein Bier
One beer please
jedno pivo, prosím
Een bier asseblief
Languages …
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My hand is in warm water
Meine Hand ist im warmen Wasser
Moje ruka je v teplé vodě
My hand is in warm water
Languages …
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introduction
úvod
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• High SE rankings not negotiable for websites with commercial intent
• Thus - extreme competition for top ranking positions in SERPs
• 91% of users do not read past SERP #3
• 2 radically different ways to increase ranking – SEO & PPC
• 2x Audiences:
- Crawlers (Visibility)
- Humans (Usability)
• Most websites must be visible to SE crawlers
Introduction
• Many websites are difficult to use
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Three important parts of the Internet,
and their interrelationships
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owns & has
expectations of
visits to satisfy
information need
markets
designs and
maintains
designs
interfaces/
images for
optimizes for
search
engines
crawls and
regurgitates
stores and
presents
Website Roleplayers
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ranking
žebříček
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Is ranking on a SERP important? 1
Remember …
all users are lazy!
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SERP Pos # % of Clicks
1 51
2 16
3 6
4 6
5 5
6 4
7 2
8 1
9 1
10 2
11+ 5
Is ranking on a SERP important? 2
2/3!!
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What can you do to increase the
ranking of your website?
Use SEO (natural/organic optimisation)
and/or Paid Listings
• SEO will produce results found by the SE in a natural way
as being the best match with the user query - organic, ie no
commercial undertones - slow but cheaper
• Paid Listings are ads, euphemistically called “Sponsored
Links” which appear on the SERP as a result of payment to the
SE - faster, as expensive as you want it to be
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Is it difficult to get a website to rank well?
• Website topic is mainstream (tourism,
medical, online shops, gambling, etc)
• Website content is technical, very
specific or otherwise uncommon
Mainstream websites in English need payment
and/or much effort to achieve high SE rankings
EASY DIFFICULT
• Website language is English• Website language is: Czech, Afrikaans,
Russian, German, Italian…
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How do the SEs Present Search Results?
Top-listed Paid Results
Side-listed
Paid
Results
Natural
(Organic)
Results
Highest
Ranking
Paid
Result
Highest
Ranking
Natural
Result
Natural (= SEO) & Paid (= PPC) Results
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seo vs ppc
optimalizace pro vyhledávače
oproti pay per click
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So how do I get my Website up there?
Rank = Bid Price X
Quality Score
Implement
the WM
For PPC …
For SEO …
1. Inlinks
2. Keywords
3. Anchor text
4. Metatags … 17.
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PPC: HOW?
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SEO or PPC?
Wrong question! Ask again …
• Virtually immediate• Long time to market
• Cannot switch ON/OFF • Full control
• Draws disinterested clicks • Pulls in targeted audience
• High level of acceptance • Distrust
• Cheap in the long run • Expenses never stop
• Once done, low complexity • Campaigns complex to manage
If you can afford to, split your budget across both
SEO PPC
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website visibility
viditelnost
webových stránek
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Website Visibility 1
It is a feature of a given webpage. This feature is defined by the degree of
ease with which a search engine crawler can find the webpage. Once found,
it is further defined by the degree of success the crawler has in indexing the
page. A webpage with high visibility can be easily found and has been
designed in such a way that a crawler will find a large amount of relevant,
easy to index information on the page
It is necessary for any webpage whose owner wants it to be found on the
Internet – try to impress the SE CRAWLER
Why?
What?
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Elements of Visibility - Positive
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Elements of Visibility - Negative
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website usability
použitelnost
webových stránek
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Banner / Emblem
Important
text you are
really looking
for
Menusand/orLinks
Advertisement
The first
websites - 1996
BORING!
Rotating
image
Important
text you are
really looking
for
Advertisement
Websites today -
2014
BETTER?
twitter Face-
book
RSS
Mood
Picture
Popup
Advertisement
Menus and/or Links
Menusand/orLinks
Banner /
Emblem
E-
mail
Weather
Today
Stock
prices
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Website Usability
Usability is a term used to denote the ease with which people can employ a particular
tool or other human-made object in order to achieve a particular goal. Usability can also
refer to the methods of measuring usability and the study of the principles behind an
object's perceived efficiency or elegance. (Wikipedia)
To ensure that user can accomplish (a) task(s) easily while working on a
website - try to impress the HUMAN USER
Learnability: How easy is it for users to accomplish basic tasks the first time they
encounter the design?
Efficiency: Once users have learned the design, how quickly can they perform tasks?
Memorability: When users return to the design after a period of not using it, how easily
can they reestablish proficiency?
Errors: How many errors do users make, how severe are these errors, and how easily
can they recover from the errors?
Satisfaction: How pleasant is it to use the design? (Nielsen - use-it.com)
Why?
What?
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Which font is currently selected? Must I really go
through all 3 options and figure it out myself?
Website Usability – Error 1
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Website Usability – Error 2
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• Exposing coding in user
messages
• They don’t care!!
• Use ordinary language, eg.
“The date you supplied is not
a workday”
Website Usability – Error 3
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whitehat vs blackhat seo
bílý klobouk proti
Black Hat SEO
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Black & White Hat SEO
Whitehats are those website designers that
"play nice" and try to follow all of the search
engine guidelines to optimize their site
• Creation of high quality Inlinks
• Correct use of targeted keywords
• Correct use of Anchor Text
• Correct use of Metatags
• Inlink Spamdexing
• Keyword Spamdexing
• Duplicate Content
• Invisible Text, etc
Blackhats are where website designers use
backdoors, cloaking, and other tricks to
optimize sites
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Be careful …
• Think before you spend your money
• Check out the Black vs the White Hats
• You DON’T want Google to do a BMW
on your website …
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Úspěšné webové stránky
= Viditelnost + Použitelnost:
www.muni.cz/fi
A successful website
= Visibility +
Usability:
www.muni.cz/fi
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Number of inlinks
Measuring Visibility MUNI
FI - Ranking
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Measuring Visibility - MUNI
FI – Keyword Density
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Measuring Visibility MUNI
FI - Blog
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Measuring Visibility MUNI
FI - Inlinks
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Measuring Visibility MUNI
FI – Social Networks
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Measuring Visibility MUNI
FI – General
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usability measurements
on muni.cz/fi
měření použitelnosti
na muni.cz/fi
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Measuring Usability - MUNI FI –
Text easy to read?
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Measuring Usability - MUNI FI –
The F Pattern (Golden Triangle)
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Videos
http://youtu.be/b1htILDAm8w
http://youtu.be/VAqxArE_6FE
http://youtu.be/gdnrtCGhmDk
http://youtu.be/odPNNSffscY
http://www.youtube.com/watch?v=iHXWbmYv-7E
http://www.youtube.com/watch?v=FSzV2mhRSSQ
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Summary
Choose SEO, PPC or a mix
Your website needs to be on SERP p1 for keyword phrase(s): …
Choose a reputable SEO/PPC specialist company
Compare yourself to competition, and LEARN
If your memory is short: get those INLINKS, use those KEYWORDS
GO RANK!!!
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