Optimizing Your Website
 

Optimizing Your Website

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How do you optimize your website? Optimizing a website requires thought and planning. It first starts with understanding what kind of people do you want your website. Once you know who they are - then ...

How do you optimize your website? Optimizing a website requires thought and planning. It first starts with understanding what kind of people do you want your website. Once you know who they are - then determine what you want them to do when you get there. Optimization is about creating a world-class website experience through clear content, user-friendly design and keyword optimization.

This presentation is part of HubSpot's complimentary Inbound Certification. Get started at: http://academy.hubspot.com/certification

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  • I enjoyed viewing this presentation. The examples of web optimization were great.
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  • Currently, I'm creating Web-site for my new Company, where we have tried for integrating all modern aspects of global Strategic thinkers; & found your ideas as very illuminating and for implementation, now!
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  • My first follow! I need this with maintaining my website. My problem is that since I don't have direct hands on control to play with my website, I am far less motivated to update content.
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  • Interesting but not so simple to apply.
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  • As we dive in, I’d like to remind you of the hashtag we’re using for this certfiication series - #inbound. Feel free to use it on twitter to share thoughts, insights and questions that may arise as you embark on this inbound journey.
  • Now, for the agenda. These are the major points that we plan to cover in today’s session.First we’ll talk about website optimization and inbound marketing – then discuss how to optimize a website and then lastly look at some examples of website optimization in action.
  • Alright – are you ready to dive in?Let’s do it.
  • Now while we want to understand how website optmization ties into inbound marketing – we first have to understand what it is.
  • Now while we want to understand how website optmization ties into inbound marketing – we first have to understand what it is.
  • And in order to understand website optimization, let’s first understand what “optimization means” To find this out – let’s look at the definition that merriamwebster uses.It says optimization is the act, or process of making something as fully perfection or functional as possible.So when we optimize our websites, to make them as fully functional or effective possible - what does that look like? And actually, think about it this way - if we did a Google search on “website optimization” to learn everything we could on the topic - what do you think may come up for information?
  • Well that’s what we’ve done here. Notice how
  • Read slide.But, it actually means much more than that. Let’s say you do show up at the top of one of these, what happens next?Do you have great content for people to read?Do you have an offer for them to download?Is your page easy to understand.
  • There are lots of different types of optimization. The most commonoen people refer to
  • A fully optimized website should help you to attract more visitors, convert more visitors into leads, close more leads into customers and delight more customers into promoters – in a streamlined and enjoyable way.
  • Okay, we’re about to discuss the best practices for optimizing a website. And as we do this, it’s important to know who we’re optimizing it for.
  • In general, when building or optimizing a website, we should keep two groups in mind – first the searcher and second the search engines. And that is for all websites, no matter if you’re b2b, b2c, nonprofit, ecommerce or edu. Let’s break them down into the two and provide some more information around them, starting with searchers.
  • Now searchers are important to our business because they’re the real people – the ones who buy your products or services. Thus creating a website experience that speaks to THEM, rather than just search engines can help to build creditility. And according to Google’s Search Quality Rating Guidelines – they believe that most searchers online are looking for three things. First is they’re looking for something accomplish or “do” – buy, stream or watch, play, print, etc. . Next, they believe they’re also trying to learn something – the goal here is to find information and then lastly – the search query intent is to “go” to something or somewhere – this could be to go to a homepage or navigate to a website page. So maybe instead of typing in TARGET or EBAY into a search bar at the top – you simply google it. Understanding what their intent is – can help us to create helpful pages that satisfy their intentions – which will result in a top ranking in google.Speaking of ranking – let’s talk more about search engines now.
  • Search engines, in general, are the bridges that connect prospects to your website. Here we’re talking more about Google since it is currently the leader in search engines.First, search engines and their role is to crawl the internet and understand the content available – and that’s a difficult task. By the way – did you know that as of right now, the web is made up of over 30-trillion individual pages? That’s a lot – AND more interestingly – it’s constantly growing. And how it crawls the web is by using their bot – or spider that crawls the web (aka scans it) called Googlebo. Googlebots job is to crawl the internet and discover new and updated pages to be added to the Google index.So first their job is to crawl the web and understand the content available. But, what next – they know the content. Well then they have to try and index it. How they do that is by looking at a lot of different ranking factors that can help provide more context.
  • photo credit: <a href="http://www.flickr.com/photos/ianvisits/4823535284/">IanVisits</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc/2.0/“&gt;">cc</a>.. Over 200 differerent factors. Ranking factors are made up of programs and formulas that will help to deliver the best results to people.
  • photo credit: <a href="http://www.flickr.com/photos/ianvisits/4823535284/">IanVisits</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc/2.0/“&gt;">cc</a>.. Over 200 differerent factors. Ranking factors are made up of programs and formulas that will help to deliver the best results to people.Now for a one person or a multi-person marketing team – this is a lot of “factors” to have to pay attention to and try to please. And the problem with this is that so many people try to focus on these and understand all of them so that they can create a website that satisfies all 200. Now if that doesn’t sound overwhelming, I don’t know what is. The fact of the matter is - so many folks used to obsess over these ranking factors and find the ones that had the most impact and manipulate their websites to simply help them to rank higher in serach engine results page. And Google noticed this was happening. And in an effort to prevent folks from doing this, they made their search engine ranking algorithm smarter and better than ever. And all of this happening, Google became more transparent of a business
  • Remember, we focus on searchers because they’re the ones who are buying our products and services, not search engines. Plus, one thing to keep in mind is that Google
  • There are lots of different types of optimization. The most commonoen people refer to
  • We mean your buyer personas. Read the definition.
  • So yes in fact – buyer personas are your searchers in this case. Most often you don’t want to attract just any person to your website – but the right people – the ones who will convert into leads, close into customers and be delighted into promoters.
  • “Fluency guides our thinking in situations where we have no idea that it is at work, and it affects us in any situation where we weigh information.” – Uxmatters.com
  • “Fluency guides our thinking in situations where we have no idea that it is at work, and it affects us in any situation where we weigh information.” – Uxmatters.com
  • Now as we said a fully functionally and fully optimized website will help you to attract more visitors, convert more visitors into leads, close more leads into customers and delight more customers into promoters – in a streamlined and enjoyable way.And what that might look like is something like these tasks.
  • There are lots of different types of optimization. The most commonoen people refer to
  • There are lots of different types of optimization. The most commonoen people refer to
  • There are lots of different types of optimization. The most commonoen people refer to
  • There are lots of different types of optimization. The most commonoen people refer to
  • “Fluency guides our thinking in situations where we have no idea that it is at work, and it affects us in any situation where we weigh information.” – Uxmatters.com
  • “Fluency guides our thinking in situations where we have no idea that it is at work, and it affects us in any situation where we weigh information.” – Uxmatters.com
  • Content Level – Lists: Comparative
  • Content Level – Lists: Comparative
  • If I say “marketing software”You’d expect to see something sexy.
  • Just as we make a snapshot judgement on a blind date when we first meet someone…
  • Content Level – Lists: Comparative
  • Did they want to do something (like view a calendar, purchase concert tickets or update a webpage), know something – like obtain information of some sort or go to some specific webpage. Like did they want to just visit espn or Buzzfeed and navigate to the website.
  • This will not only attract them to your website – since you’re speaking the same language. But, you also want to make surethat when they get to your site – it’s easy to understand for the searcher.
  • Make sure they’re unique to what’s on the page. If you’re thinkin about keywords first when “Optimizing’ your websites, you’re thinking about it wrong.
  • Make sure they’re unique to what’s on the page. If you’re thinkin about keywords first when “Optimizing’ your websites, you’re thinking about it wrong.
  • Make sure they’re unique to what’s on the page. If you’re thinkin about keywords first when “Optimizing’ your websites, you’re thinking about it wrong.
  • Make sure they’re unique to what’s on the page. If you’re thinkin about keywords first when “Optimizing’ your websites, you’re thinking about it wrong.
  • Make sure they’re unique to what’s on the page. If you’re thinkin about keywords first when “Optimizing’ your websites, you’re thinking about it wrong.
  • Make sure they’re unique to what’s on the page. If you’re thinkin about keywords first when “Optimizing’ your websites, you’re thinking about it wrong.
  • Make sure they’re unique to what’s on the page. If you’re thinkin about keywords first when “Optimizing’ your websites, you’re thinking about it wrong.
  • Make sure they’re unique to what’s on the page. If you’re thinkin about keywords first when “Optimizing’ your websites, you’re thinking about it wrong.
  • Content Level – Lists: Comparative
  • The purpose here is to make the content easy to consume or digest, .
  • Did they want to do something (like view a calendar, purchase concert tickets or update a webpage), know something – like obtain information of some sort or go to some specific webpage. Like did they want to just visit espn or Buzzfeed and navigate to the website.
  • Content Level – Lists: Comparative
  • “Fluency guides our thinking in situations where we have no idea that it is at work, and it affects us in any situation where we weigh information.” – Uxmatters.com
  • Pause here, give them a second to think about what this website didwell with optimization.
  • Pause here, give them a second to think about what this website di dwell with optimization.
  • Used language of buyer personas - Personal asset
  • Still add in arrows pointing out what was done right.
  • Pause here, give them a second to think about what this website di dwell with optimization.
  • Pause here, give them a second to think about what this website di dwell with optimization.
  • 1. Contains:Step-by-Step Guide to New Facebook Business Page TimelinesHow to Attract Customers with TwitterLearning LinkedIn From the Experts: How to Build a Powerful Business Presence on LinkedIn4 Marketing Cheat Sheets for Mastering Twitter, Facebook, LinkedIn and Google+

Optimizing Your Website Optimizing Your Website Presentation Transcript

  • OPTIMIZING YOUR WEBSITE. Inbound Certification Class #2
  • #INBOUND
  • 1  Website optimization and inbound marketing 2  How to optimize a website: best practices 3  What website optimization in execution looks like 4  Key takeaways and resources AGENDA
  • WEBSITE OPTIMIZATION & INBOUND MARKETING.1
  • What is website optimization?
  • What is optimization?
  • DEFINITION OF OPTIMIZATION An act, process, or methodology of making something as fully perfect, functional or effective as possible.  
  • But, a quick Google search will help you to see, website optimization means something different.
  • It focuses on “search engine optimization” or “SEO” as synonyms for website optimization.
  • BUT, THAT’S NOT THE FULL TRUTH. The industry’s standards are still antiquated.
  • People still think “website optimization” means ranking at the top of a search engine.
  • However, that’s only one small piece of the puzzle.
  • •  Search engine ranking •  User experience •  Lead conversions •  Customer acquisitions •  Customer delight TYPES OF WEBSITE OPTIMIZATION
  • OPTIMIZE A WEBSITE: BEST PRACTICES.2
  • Optimize websites for searchers and search engines.
  • More information about searchers. 1  Searchers are people. 2  They buy your product or services. 3  They’re searching to accomplish something, know something or to navigate to something.
  • More information about search engines. 1  Search engines crawl content to understand the purpose. 2  Googlebot is Google’s spider. But there are people too. 3  They index content based on the perceived purpose of the content. 4  Uses lots of ranking factors in indexing.
  • Google has over 200 different factors that go into the ranking algorithm.
  • Google has over 200 different factors that go into the ranking algorithm. The goal is to deliver the best results possible.
  • Focus on searchers and search engines will be happy, too.
  • TYPES OF WEBSITE OPTIMIZATION
  • Semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals. BUYER PERSONAS
  • Semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals. BUYER PERSONAS ARE SEARCHERS
  • HOW TO OPTIMIZE YOUR WEBSITE Have a goal in mind for what you’d like to accomplish with your website. Make it easy to understand and crawl.
  • HOW TO OPTIMIZE YOUR WEBSITE Have a goal in mind for what you’d like to accomplish with your website. Make it easy to understand and crawl.
  • •  Search engine ranking •  User experience •  Lead conversions •  Customer acquisitions •  Customer delight TYPES OF WEBSITE OPTIMIZATION
  • •  Search engine ranking •  User experience •  Lead conversions •  Customer acquisitions •  Customer delight TYPES OF WEBSITE OPTIMIZATION
  • •  Search engine ranking •  User experience •  Lead conversions •  Customer acquisitions •  Customer delight TYPES OF WEBSITE OPTIMIZATION
  • •  Search engine ranking •  User experience •  Lead conversions •  Customer acquisitions •  Customer delight TYPES OF WEBSITE OPTIMIZATION
  • HOW TO OPTIMIZE YOUR WEBSITE Have a goal in mind for what you’d like to accomplish with your website. Make it easy to understand and crawl.
  • HOW TO OPTIMIZE YOUR WEBSITE Have a goal in mind for what you’d like to accomplish with your website. Make it easy to understand and crawl.
  • 3 WAYS MAKE YOUR WEBSITE EASY TO CRAWL & UNDERSTAND 1  Design 2  Content, Topics/Keywords 3  Formatting of content
  • 3 WAYS MAKE YOUR WEBSITE EASY TO CRAWL & UNDERSTAND 1  Design 2  Content, Topics/Keywords 3  Formatting of content
  • FOCUS ON: COGNITIVE FLUENCY
  • DEFINITION OF COGNITIVE FLUENCY “Fluency is the ease of which something is processed.”  
  • What website experience do you expect when we say the words “Saucony running shoes women”
  • What website experience do you expect when we say the words “Saucony running shoes women”
  • What website experience do you expect when we say the words “marketing software”
  • What website experience do you expect when we say the words “marketing software”
  • What website experience do you expect when we say the words “hvac boston, ma”
  • What website experience do you expect when we say the words “hvac boston, ma”
  • DESIGN EXAMPLES •  Great cognitive fluency •  Simple navigation •  Relevant color scheme •  Streamlined next steps readily available
  • Researchers found that not only will users judge websites as “beautiful” or not within 1/50th – 1/20th of a second, but also that “visually complex” websites are consistently rated as less beautiful than their simpler counterparts. SOURCE: GOOGLE, AUGUST 2012,  
  • 3 WAYS MAKE YOUR WEBSITE EASY TO CRAWL & UNDERSTAND 1  Design 2  Content, Topics/Keywords 3  Formatting of content
  • CONTENT TOPIC AND KEYWORD EXAMPLES •  Relevant content based on users intent from search query. •  Relevant content to topic of search query. •  Provides value to searcher.
  • REMEMBER: Use the language of your buyer personas.
  • 1  Page Title 2  URLs 3  Page Headers 4  Content 5  Meta Description CONTENT TOPIC OR KEYWORD (on-page SEO)
  • 1  Page Title 2  URLs 3  Page Headers 4  Content 5  Meta Description CONTENT TOPIC OR KEYWORD (on-page SEO)
  • 1  Page Title 2  URLs 3  Page Headers 4  Content 5  Meta Description CONTENT TOPIC OR KEYWORD (on-page SEO)
  • 1  Page Title 2  URLs 3  Page Headers 4  Content 5  Meta Description CONTENT TOPIC OR KEYWORD (on-page SEO)
  • CONTENT TOPIC OR KEYWORD (on-page SEO) 1  Page Title 2  URLs 3  Page Headers 4  Content 5  Meta Description
  • 1  Page Title 2  URLs 3  Page Headers 4  Content 5  Meta Description CONTENT TOPIC OR KEYWORD (on-page SEO)
  • 1  Page Title 2  URLs 3  Page Headers 4  Content 5  Meta Description CONTENT TOPIC OR KEYWORD (on-page SEO)
  • 1  Page Title 2  URLs 3  Page Headers 4  Content 5  Meta Description CONTENT TOPIC OR KEYWORD (on-page SEO)
  • 3 WAYS MAKE YOUR WEBSITE EASY TO CRAWL & UNDERSTAND 1  Design 2  Content, Topics/Keywords 3  Formatting of content
  • CONTENT FORMATTING EXAMPLES •  Font hierarchy (subheads with different colors, sizes or font styles) •  Include pictures •  Short sentences & paragraphs •  Bullets •  Bolding, italics & hyperlinked content
  • CONTENT FORMATTING EXAMPLES •  Font hierarchy (subheads with different colors, sizes or font styles) •  Include pictures •  Short sentences & paragraphs •  Bullets •  Bolding, italics & hyperlinked content
  • 3 WAYS MAKE YOUR WEBSITE EASY TO CRAWL & UNDERSTAND 1  Design 2  Content, Topics/Keywords 3  Formatting of content
  • HOW TO OPTIMIZE YOUR WEBSITE Have a goal in mind for what you’d like to accomplish with your website. Make it easy to understand and crawl.
  • Websites should not be static, they should evolve.
  • WHAT WEBSITE OPTIMIZATION IN EXECUTION LOOKS LIKE.3
  • What do you think this website did well to optimize the homepage?
  • Simple design Good cognitive fluency Similar language to buyer personas Great use of headers, images, videos, etc. Visible & logical next steps Noteworthy optimization notes:
  • What do you think this website did well to optimize the homepage?
  • Simple design Easy-to-digest formatting Great usage of buyer persona’s language Clear, streamlined next steps Relevant, helpful content Noteworthy optimization notes:
  • What do you think this website did well to optimize the homepage?
  • Relevant, helpful content Easy-to-digest formatting Clear, streamlined next steps Social sharing options Great length to fully cover the topic Noteworthy optimization notes:
  • What do you think this website did well to optimize the homepage?
  • Clear, streamlined next steps Relevant, helpful content Simple design Easy-to-digest formatting Great usage of buyer persona’s language Noteworthy optimization notes:
  • Don’t obsess over ranking factors, do the right thing (and your visitors will come).
  • KEY TAKEAWAYS AND RESOURCES.4
  • KEY TAKEAWAYS 1  Website optimization is more than just search engine optimization. 2  Websites should attract, convert, close and delight. 3  Make your pages easy to understand and crawl to satisfy search engines and searchers. 4  Quality content that satisfies your users will always rank at the top of search engines. 5  Websites are always not static, they should always be evolving.
  • 1  Learn SEO from the Experts [eBook] 2  Search quality guidelines from Google [blog post] 3  Easy explanations to learn SEO – based on Matt Cutts’ webmaster videos [video series] RESOURCES