10 Easy Ways to Take Your Website from Good to
Great
October 1, 2012
2
House Rules
• Interrupt me– No, really. It’s OK.
• Ask questions• Something specific? – I’ll stick around after
• Copious note takers can relax: – slideshare.net/sietsema– hello@teachtofishdigital.
com– @sietsema
Sorry.
More like:
1Analytics
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Analytics Is Not
35%
27%17%
20%
Neat!Pretty NeatSomewhat NeatNot Neat at All
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Defining Analytics
It’s About Us:• What are we trying
to accomplish?• Have we been
successful to date?• Is success within
reach?• What needs to
happen to improve?
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Defining Analytics
It’s About Them:• Who are our best
customers?• To what are they
likely to respond?• What resonates
with them?• Are there others we
should consider?
Why?
So What?
The Only Two Questions:
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“Failure is not fatal, but failure to change might be.”
2Way Finding
Patience on the Web
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Short Term Memory
7 ± 2
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Tips for Way Finding
Allow visitors to determine navigation priority
• About Us• Subscribe• Places to Go• Things to Do• Travel Guide
• Travel Guide• Things to Do• Places go Go• About Us • Subscribe
YOUR NAVIGATION SAYS: YOUR ANALYTICS SAYS:
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Tips for Way Finding
Allow visitors to know where they are and get back easily
• Show State
• Bread Crumb Navigation– Food >> Dining >> Seafood >>
Scoma’s
AVAILABLE AVAILABLE AVAILABLE ACTIVE AVAILABLE
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Tips for Way Finding
Start using (and tracking) site search
• Functionality is familiar• Use insights to build relevance• http://www.google.com/cse/
• Test effectiveness
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Tips for Way Finding
Show visitors what’s next…
“YOU’LL ALSO LIKE” ALWAYS BE CLOSING
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The Website Usability Bible
3Responsiveness
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State of Mobile
Source: Morgan Stanley
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State of Mobile
Source: Google
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Responsive Design
Desktop Tablet Mobile
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You Have Options
Responsive Design• 1 Web Address,
No Duplication• Site morphs based on device
PRO• Easy & cheap to maintainCON• Less focus on mobile experience
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You Have Options
Dynamic Serving• 1 Web Address, No Duplication• Content/experience changes based on device
PRO• Better mobile experienceCON• Technical complexity• Higher maintenance cost
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You Have Options
Parallel Mobile Site• 2 Separate Sites:
1 Mobile, 1 Desktop
PRO• Easy implementationCON• Must make content updates twice• Content duplication risk
4SEO
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Share of Search
67%
16%
13%
5%
GoogleBingYahooWho Cares
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How Organic Search Works
34
Some Rules Still Apply
35
Pages = Destinations
• From One Person to Another– Home Page is Most Likely Destination
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Pages = Destinations
• From “The Google”– Every Page is a Possible Entry Point
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Tools of the Trade
• Find Keywords– “google keyword tool”
• Implement Keywords
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Keywords
• Where does one place them?– Page Titles• Once : Limit 64 Characters
–Meta Descriptions• 1-2 Times : Limit 155 Characters
–Meta Keywords• Repeat every word in Title and separate with
commas
– Headlines, HTML Text & Alt Tags• H1 tags if possible
39
Google Algorithm Updates
• Good News: No more writing for robots
5Content Planning
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Bricks vs. Feathers
• What weighs more: – 5 lbs of bricks?– 5 lbs of feathers?
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Bricks vs. Feathers
Content Type Bricks Feathers
Definition Productions Posts & Snippets
Positioning “Thought Leader” “News Maker”
Time Requirement
Days & Weeks Minutes & Hours
Potential Downside
Opportunity Cost Relentless Effort Required
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Content Planning Triangle
SEARCHING
TALKINGACTING
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Content Triangle in Practice
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Content Planning Tools
• Evernote & Scrivener– Organize ideas by
production– Collaborative
contribution & editing– Develop stories and
bricks as a team– Accessible via
desktop, mobile or tablet
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Content Planning Tools
• Create a content editorial calendar–Manage multiple content
types, campaigns, people– Collaborate to create new
content & brainstorm promotion plans
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Content for Hire
• Plan and schedule content
• Find writers and artists to create new compelling material
• Transact and edit• Build a team of
content producers for ongoing projects
6Content Promotion
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New Challenge/Opportunity
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Content Amplification
• Phase 1: Standard Promotion Protocol– Relevant promotion vehicles –Monitor results
• Phase 2: Release the Hounds! (optional)– Apply to trending content– Give content extra momentum
– Budget accordingly
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Ludicrous Speed Examples
• Give content greater priority on the website
• Feature content in email newsletters• Re-run on social media venues
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More Ludicrous Speed Examples• Call on fans, partners & influencers to
share
• Promote via display ads
• Guest blog• Employ social advertising
7Social
55
She’ll love you back
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Maintaining Activity
• Choose wisely
Venue Awareness Action Loyalty
Facebook X X X
Twitter X X X
YouTube X x
Pinterest X X X
LinkedIn X x
Google+ X X X
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Maintaining Activity
• Create a social media editorial calendarM T W T F Sa Su
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Work Smarter, Not Harder
• Facebook & Twitter Effectiveness
Photo
Video
Status
Link
FACEBOOK ENGAGEMENT BY POST TYPE TOOLS FOR MAXIMIZING TWITTER
February 2012
+
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Allow Visitors to Share
• Utilize social sharing tools and plugins– ShareThis– AddThis– Countless Plugins
– Don’t forget email
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Maintaining Activity
• It’s about more than traffic & followers
August 2012
8Video
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Why Video is Important
• People remember:
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Why Video is Important
• The top search engines:
#1 #2
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Keywords for Google Search
• Where does one place them?– Page Titles• Once : Limit 64 Characters
–Meta Descriptions• 1-2 Times : Limit 155 Characters
–Meta Keywords• Repeat every word in Title and separate with
commas
65
Keywords for Video Search
• Where does one place them?– Video Titles
• Use Keyword Once
– Video Descriptions• Provide keyword-rich text• Link to back to website & relevant content
– Video Tags• Use every keyword in tags• No limit, but keep it relevant
– Use YouTube Keyword Tool - http://goo.gl/g7mU
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Video Content Options & Tips• Webcasts• Interviews• Customer/Reader Responses• Tours or Demonstrations
• Tips– Create a series– Use consistent open and close elements– Include real people be human– Include YouTube Annotations– Embed on the website
9Email Automation
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Build Your List
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Immediate Gratification
70
Welcome Emails
• Special time when everything is new
• Ask to be whitelisted
• Offer a special incentive
• Set expectations
• Collect additional data
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Be Relevant
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Building Relevance
• Ask them:
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Building Relevance
• Watch them:
Fishing Trips Near Kansas City OutdoorsCLICK
CLICK
CLICK
Unbelievable Barbecue
HOTEL SPECIAL:Hawthorne
Suites – Overland Park
Food
Discounts
10Experiments
75
“A player who makes a team great is much more valuable than a great player.”
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Test Everything
Message | Creative | Call to ActionAd Specs | Venue | Location | Daypart
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Tools for Testing
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Tools for TestingU
SERTES
TIN
G.C
OM
