July 2008 presentation giving a checklist of 20 tips to improve your web marketing. These are practical best practice tips covering the top mistakes I see in web marketing.
26. Tip #11 Use secondary navigation to highlight next steps
27.
28.
29.
30.
31. Apply RF(M) analysis Loyalty (Number of Visits) Recency (Date of Last Visit) 88% of “ Loyal Stars” Use the forum “ Fresh” (Been in last 3 weeks) “ Rotten” (> 3 months old) “ Stale” (3 weeks – 3 months) “ Regulars” (2-5 times) “ Loyal” (More than 5 visits) “ Tried It” (Once or Twice) Proportion using community tools
41. Tip #16 Controlling your messaging in the search results page Paid listings - Pay Per Click (PPC) Natural or organic listings - Search engine optimisation (SEO) <title> </title> tags <meta name=“description = > tags Or Snippets from page Or www.dmoz.org
42. Controlling messaging through document meta data Google SERPS Visible page .HTML Source “ View Source” <meta name> description tag + snippet <title> tag 3 1 2 4 5 - <h1><h2>
43. Practical tip To evaluate use search syntax: site:domain.com + <keyphrase>
44. Tip #17 Analyse target keyphrases Source: OneStat.com Tip: Use the Google keyword tool to inform copywriting: https:// adwords.google.com/select/KeywordToolExternal
45.
46. Tip #18 Use footer links and primary nav for SEO Current accounts page Home page Tip: Ensure primary and secondary Navigation labels include keyphrases within anchor text
49. So… is your site successful? Tip #20 – Answer the 4 key customer questions Are you answering these questions through Psyma? How satisfied are my visitors? What are my visitors at my website to do? Are they completing what they set out to do? If not, why not? If yes, what did they like best about the online experience? Is the content what you want? Can you interact as you want? Will you make repeat visits? Are your needs anticipated Can you locate what you are looking for?