Search Engine Optimisation White Paper - Communicat

IntroductionYour website canbecome a giantadvertisement.How easy it is to finddepends on you.Why don’t you help itstand above the rest?2Communicat Business Solutions52-58 Chetwynd StreetWest Melbourne, VIC 3003T: +61 3 9329 0766 F: +61 3 9329 2433www.communicat.com.auinfo@communicat.com.au

I think mywebsite isnotimportant1) “We are a manufacturer andwe don’t sell direct. We sellthrough a channel of resellers ordealers. We don’t want ourresellers to think we are dealingwith the public.”2) “We don’t want tyrekickers.We prefer sales leadsto come fromreferences from otherclients and businesscontacts”3) “I don’t want mycompetitors todiscover ourtrade secrets.”4) “We are part of aninternationalorganisation. Anoverseas head officemanages the website.”3Communicat Business Solutions52-58 Chetwynd StreetWest Melbourne, VIC 3003T: +61 3 9329 0766 F: +61 3 9329 2433www.communicat.com.auinfo@communicat.com.au

I’m notconvinced!$SalesDo you want yoursales to look likeCompany A orCompany B?Company A$SalesCompany B4Communicat Business Solutions52-58 Chetwynd StreetWest Melbourne, VIC 3003T: +61 3 9329 0766 F: +61 3 9329 2433www.communicat.com.auinfo@communicat.com.au

The writingis on thewall5Communicat Business Solutions52-58 Chetwynd StreetWest Melbourne, VIC 3003T: +61 3 9329 0766 F: +61 3 9329 2433www.communicat.com.auinfo@communicat.com.au

So how dosearchenginesactuallywork?1) Website content2) Links from external websitesThe top 3 search enginesHow can Iget mywebsite torank higher?1) Make sure websitecontent is valuable Our aim is to get yourwebsite to appear in thetop three results.6Communicat Business Solutions52-58 Chetwynd StreetWest Melbourne, VIC 3003T: +61 3 9329 0766 F: +61 3 9329 2433www.communicat.com.auinfo@communicat.com.au

2) Make it easy for spiders tounderstand your contentYou need to beaware of thetechnical ‘features’ that prevent spiders from seeing content.3) Obtain links from external sites4) Strategies to avoidSetting up a wholefarm of dummywebsites with linksback to your ownwebsite is not veryusefulStay clear ofcutting-edgetechniques that exploit weaknesses in algorithms to inflate rankings7Communicat Business Solutions52-58 Chetwynd StreetWest Melbourne, VIC 3003T: +61 3 9329 0766 F: +61 3 9329 2433www.communicat.com.auinfo@communicat.com.au

So how canI tell if theinvestmentincreasedmy ranking?The only way toevaluate your websiteis to ask a searchengine the samequestions that yourtarget market wouldask.Communicat will helpyou track your rankingover time.8Communicat Business Solutions52-58 Chetwynd StreetWest Melbourne, VIC 3003T: +61 3 9329 0766 F: +61 3 9329 2433www.communicat.com.auinfo@communicat.com.au

Successstories9Communicat Business Solutions52-58 Chetwynd StreetWest Melbourne, VIC 3003T: +61 3 9329 0766 F: +61 3 9329 2433www.communicat.com.auinfo@communicat.com.au

Where tofrom here? Companybackground1) Accounting, Business and e-Business Software2) Computer Technology3) Services10Communicat Business Solutions52-58 Chetwynd StreetWest Melbourne, VIC 3003T: +61 3 9329 0766 F: +61 3 9329 2433www.communicat.com.auinfo@communicat.com.au