Presentation given at the IRMA Conference in October 2012. Covers methods to improve website effectiveness including usability, search engine optimization, email automation, social sharing, content planning and more. From @sietsema.
10 Easy Ways to Take Your Website from Good to Great
1. 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.co
m
– @sietsema
2
6. Analytics Is Not
20%
35% Neat!
Pretty Neat
Somewhat Neat
17% Not Neat at All
28%
6
7. 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?
7
8. 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?
8
18. Tips for Way Finding
Allow visitors to determine navigation priority
YOUR NAVIGATION SAYS: YOUR ANALYTICS SAYS:
• About Us • Travel Guide
• Subscribe • Things to Do
• Places to Go • Places go Go
• Things to Do • About Us
• Travel Guide • Subscribe
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19. Tips for Way Finding
Allow visitors to know where they are and
get back easily
• Show State
AVAILABLE AVAILABLE AVAILABLE ACTIVE AVAILABLE
• Bread Crumb Navigation
– Food >> Dining >> Seafood >>Scoma’s
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20. 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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21. Tips for Way Finding
Show visitors what’s next…
“YOU’LL ALSO LIKE” ALWAYS BE CLOSING
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28. You Have Options
Responsive Design
• 1 Web Address,
No Duplication
• Site morphs based on device
PRO
• Easy & cheap to maintain
CON
• Less focus on mobile experience
28
29. You Have Options
Dynamic Serving
• 1 Web Address,
No Duplication
• Content/experience changes based on
device
PRO
• Better mobile experience
CON
• Technical complexity
• Higher maintenance cost 29
30. You Have Options
Parallel Mobile Site
• 2 Separate Sites:
1 Mobile, 1 Desktop
PRO
• Easy implementation
CON
• Must make content updates twice
• Content duplication risk
30
35. Pages = Destinations
• From One Person to Another
– Home Page is Most Likely Destination
Home
Company Products Promotions Rewards
Jerky &
Partnerships Sponsorships History Jerky Brisket Outdoor Gear
Brisket
35
36. Pages = Destinations
• From “The Google”
– Every Page is a Possible Entry Point
Home
Company Products Promotions Rewards
Jerky &
Partnerships Sponsorships History Jerky Brisket Outdoor Gear
Brisket
36
37. Tools of the Trade
• Find Keywords
– “google keyword tool”
• Implement Keywords
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38. 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
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45. 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
45
46. 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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47. 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
47
52. Ludicrous Speed Examples
• Give content greater priority on the
website
• Feature content in email newsletters
• Re-run on social media venues 52
53. More Ludicrous Speed
Examples
• Call on fans, partners & influencers to
share
• Promote via display ads
• Guest blog
• Employ social advertising 53
56. 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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58. Work Smarter, Not Harder
• Facebook & Twitter Effectiveness
FACEBOOK ENGAGEMENT BY POST TYPE TOOLS FOR MAXIMIZING TWITTER
Link
Status
Video
Photo
+
February 2012
58
59. Allow Visitors to Share
• Utilize social sharing tools and plugins
– ShareThis
– AddThis
– Countless Plugins
– Don’t forget email
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63. Why Video is Important
• The top search engines:
#1 #2
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64. 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
64
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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66. 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
66
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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