Foreign Perspectives

Archive for the ‘Development’ Category

To get well ranked in searches you need to have loads of the key keywords in your title, description and text which is easy enough to do. After all if you were targetting “making money online” then all you’d need to do is to continually repeat the phrase “making money online” everywhere and you’d be right up there.

It isn’t quite so simple as that of course as the search engines will penalise you if there are too many repetitions although they never explicitly say how many is too many. Presumably I’m OK by mentioning “making money online” for a third time at this point but if the only phrase I’d used to this point was “making money online” then that would definitely attract a penalty. Generally speaking you should be OK with two and perhaps three repetitions but four or more within the title and description would be starting to attract attention.

What you can, and should, do is to add synonyms of the phrase. For example, “making a living online”. This makes sense on two fronts: 1) you are less likely to attract a penalty by using a different phrase and 2) people use different phrases when they’re searching for things.

However, even if you avoid the penalties, you have another complication: whilst you clearly need to write for the search engines, you also need to write for people who’ll come across your site by way of those search engines. Writing entries that serve both purposes well is far from easy. Just how difficult it can be is easy to see once you’ve searched for a few popular phrases such as “make money online”. Many of the sites that come up towards the top of the list have titles and/or descriptions that have clearly concentrated on the search engine ranking side of things to the detriment of readability.

Granted, that’s an unusual phrase as all of those targetting it are very much interested in attracting traffic to their sites therefore it’s more important to be high up the rankings than to necessarily have a truly readable entry. For more normal phrases you generally get reasonably readable entries although the repetition of the key phrases can be quite wearing at times eg “France gites: our gites in France are France self-catering gites throughout France with many of them listed in Gites de France” is fairly typical for a site that targets both “France” and “gite”. Note here too that grammar tends to go out the window: it should be “French self-catering gites” rather than “France self-catering gites” but since “gites france” is a more popular search term than “french gites” it’s “France” rather than “French” that’s used.

The absolutely perfect title & description is rarely possible to achieve in one go and you’re as well to test each version that you use and look at what those ranked higher than you are doing. Generally speaking it takes about a week for google to pick up a change in your title & description so the testing can be quite a long drawn out business, but nonetheless one that’s worth doing as moving up even one spot in the search results can have quite a dramatic effect on the traffic to your site.

Sometimes the upgrades that appear the most complicated turn out to be the simplest in the end and so it was with an upgrade to our listings sites which I’ve been putting off for ages.

What it does is to allow the properties listed to specify exactly which facilities that they offer from air conditioning to swimming pools.

At first glance it looked like it would be quite difficult to do but that first glance was clouded by having seen how other accommodation listing places do it. Every single one seemed to go out of their way to make it complicated by adding tickboxes and dropdowns at every turn and even then they don’t always get it right. For example, one place we’re listed with let’s you say that you take pets but if you say that you don’t then it doesn’t say anything at all about it on the website.

In fact, many of the options are like that. It’s often the case as with the pets that you would want to explicitly say that you don’t take them but, for marketing reasons, most hotel listings sites only list positive options so, for example, they’ll say that you have a swimming pool but won’t say anything if you don’t. That’s fine for the swimming pool option but not so for the pets one where you need the negative stagement to be displayed.

Anyway, with that in mind my implementation gives the owners the choice about including the negative information where appropriate.

Next up is the search facility for that but fortunately that looks like it will be relatively easy to do and in any case the existing search function will also work on the facilities list albeit taking a few days for google to pick up the new content if you change something.

I managed to get the various listings sites fully integrated in their new home just in time as I’ve just had a couple of requests for upgrades to the sites.

Back when they were all in separate places, the small amendment that I did this morning to add click-throughs on all the photos of properties would have meant several hours of work checking that I’d applied the amendments properly in each of the separate sites. This morning just one file needed to be amended and it was done across all of the sites at a stroke.

The next one up is more of a task though and it’s one that I’ve been mulling over for quite a while. Essentially it’s adding the ability for each property to specify the facilities that they provide for the guests. Sounds simple but the list of facilities is rather long by the time you consider that in addition to the pool, there’s things like flatscreen TVs, DVD players, hifi systems, saunas, steam rooms: you name it and somebody is sure to have it. Not only that, but somebody else is likely to have something that you’ve not even heard of never mind considered adding it to the potential list of facilities.

Now I could do it in the very fixed way that a lot of sites go for but that seems to be asking for trouble in the long run. Much better, in principle, to have a popup list I think and that’s easy enough. What I’ve not thought about yet is actually storing the information in the database nor for that matter how the owners might go about entering it. Still, ’tis time to do that bit of thinking I suspect before the list of little requests gets too long.

Now and again it’s always useful to review the websites that you’ve collected over the previous year and consider if they can be integrated.

We spent today doing that with our own collection of sites which are mainly in the accommodation listings field and found that we could, with relatively little effort, integrate our UK listings sites with our global offering. Why bother though? Well, now that both are running on the same platform we don’t need to duplicate effort in maintaining and upgrading the functionality of both series. This lets us leverage any development work that we carry out on the sites so, for example, after we integrated the sites we were able to set up a single series of adsense channels which will improve our revenue stream in due course once the stats have had a chance to build up.

Next up for integration is our standalone sites for France. They’re a little more complicated in that they are bilingual so we’ll have to have a bit of a think about how to do that but, in principle, it’s easier to do now that we have made the amendments required to integrate the UK sites.

The single platform will also aid us in rolling out new country-specific sites which is very much a plus point. In fact, it will reduce roll-out time to under an hour rather than a couple of days as it was previously. And, of course, it will make rolling out new developments for the sites much quicker too.

It’s surprising how small changes in how you word things can have a large impact on the message that convey to your potential customers.

For example, if you actually want to entice people to use your services it’s often best to offer potential customers a free trial period. Those usually come with a few strings attached for example a software product will have some facilities disabled.

However, if you combine that free trial period with a discounted full-service product that has at least the implication that it’s only on offer for a limited period then you can find that the take-up of the offer is much greater. This puts the idea in people’s minds that they could have the full product at a discount price right away or take the chance that the offer will be over by the time the free trial period is finished.

Often very small differences in the wording of such offers can have a major impact on their take-up. For example, if the free trial period isn’t actually related to the time which the customers can take up the discount offer but you imply that it is the take-up will usually be higher than if you don’t imply that link exists.