Website Optimisation - Presented at The Property Drum Social Media Conference

Making your web presence work
Presented by Chris Haines
MD of the Evolvin Group of companies

Your web presence is made up of several facets :
Your website
Blogs by you and your key staff
Your social networking sites
They are all important.

Part 1
Website design and content

Design is important
First impressions count
You have 3 seconds to impress
This is your brand
Pay attention to the detail
Generate lots of content

The psychology of web design:
The users eye works left to right, top to bottom…

The psychology of web design:
No more than 3 clicks to get to results…

Get the most out of your stock:
Multiple photos
Floorplans
PDF documents
Video
Search engines like lots of mixed content…

Have regular content updates:
News and articles pages
Include images and links
Have a regular pattern
Tips on content:
Make the news positive
Keep it personal
Raise your staff profile

Other things you need to do with your website:
Use Google Webmaster tools
Produce and publish a sitemap
Have good page titles and meta tags
Push your domain to directory listings
Tell the search engines your site exists
Tell all your clients….

Part 1b
Things not to do...

Don’t use framed content to show your property from other sites

Host your own website and use your own links for images and content

Other things not to do:
Don’t point more than one domain at the same site
This is seen as a duplicate and you will be penalised
Setup your domain correctly
www.domain.com and domain.com
Use a permanent redirect
Don’t use duplicated content in more than one place
This includes feeds from news sites etc
Articles should link to their source

Part 2
Creating your social content

Create profiles and pages on the social sites:
Twitter
Create a page for your company
Facebook
Create a page for your company
Get lots of friends to like and follow the page
Set a friendly name for the page once you have 25+ likes
LinkedIn
Create a group for your company
Register your company
Get your key staff to sign in and register against the company
Get your clients to post recommendations

Populate your feeds:
Push new, featured property and price reductions to Twitter, Facebook & LinkedIn
Get your news and articles distributed to the social sites

Publish video or image animations:
Generate YouTube content from your property, via videos, or animated image sets
Create a branded channel for your own videos, with your logos and branding

Creating blog content:
Use a blog platform, or amend your website to do the job
Raise your profile through specific blogs for your niches
Always provide links back to your website
Push these articles to your Twitter, Facebook and LinkedIn

Creating blog content:
Use mixed media – images, documents, videos etc
Consume your YouTube videos directly in your blog content
Allow users to recommend, share, likeand bookmark your articles
Track the content with Google Analytics (more later)

But does this mean I need to spend time updating lots of sites with content?

TotalSocialHub:
push content to multiple sites in one go
manage multiple profiles and brands
allow multiple users access to manage
integrates with all the major sites
works the way you do, so you don’t need to be a techy!

Other things you need to do with your social:
Register all your offices with Google Places
Get your clients to comment on review sites
Tell everyone about your sites and profiles
Amend your email signatures
Add instructions to your standard letters

Part 3
Make sure your site is visible

See where you stand:
http://uitest.com
These links will provide insight into how the search engines see your website, and allow you to measure and tweak the content and output.

Make your web content accessible and friendly:
http://validator.w3.org
Make sure your website is compliant and well formatted HTML.

Make your website load quickly:
http://pingdom.com
Search engines like sites that load quickly and reward you accordingly

Get suggestions on changes:
http://nibbler.silktide.com
See how you can amend your website and content to perform better.

Part 4
Reporting and analytics

Google Analytics
It is simply criminal not to integrate with Google Analytics.
The service is free, amazingly powerful, and provides valuable insights into traffic.

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Website Optimisation - Presented at The Property Drum Social Media Conference

by Evolvin on Jun 30, 2011

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Website Optimisation - Presented at The Property Drum Social Media Conference — Presentation Transcript