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Mindmap Of A Successful Website 2009
 

Mindmap Of A Successful Website 2009

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Creating a successful website is essential to get ahead online. Here are my views on what makes up a successful website

Creating a successful website is essential to get ahead online. Here are my views on what makes up a successful website

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    Mindmap Of A Successful Website 2009 Mindmap Of A Successful Website 2009 Presentation Transcript

    • Connecting your business objectives to your website to create a strong sales driver
      By Neil Walker
      CTO Just Search Ltd
      1
      10:10 AM
    • Synopsis
      Question: How do you create a successful website, which not only sticks out from the rest, but is also a centre for other businesses interested in your services?
      2
      10:10 AM
    • Introduction
      Who am I? – Neil Walker
      Position: CTO
      Company: Just Search Ltd (Part of Getupdated Internet marketing)
      Greatest Achievement: Taking Just Search Ltd to No.1 in Google UK for the term SEO and managing our B2B products and services giving Just search a profit margin of: 41.5 million Swedish kronor for 2007.
      3
      10:10 AM
    • Factors to a Successful website - Past
      One of the most important parts to a successful website is planning the strategy, for this you should keep in mind past, present and future factors and look at your business objectives and how you plan to market them to other businesses.
      4
      10:10 AM
    • Factors to a Successful website - Present
      • Look at what is happening in the market today and compare this with your business objectives.
      5
      10:10 AM
    • Factors to a Successful website - Future
      Planning for the future can save costs, time and effort.
      6
      10:10 AM
      Future:
      Emerging technologies
      Long term goals
      • You should incorporate any new technologies, i.e. Widgets, iPhone / Facebook apps etc.
      • What are the short and long term goals, what evidence is it based on?
    • Example of a Successful B2B website
      If you’re in the office space industry then you may be familiar with www.choregus.co.uk. This B2B website has proven it’s success over the past two years by breaking into a market of businesses offering an office space / rental solution to other businesses.
      So how can you follow in the footsteps of a successful B2B website like this?
      7
      10:10 AM
    • Converting your business objectives into your online Strategy
      • Architecture
      • Design
      • Content
      • Building Traffic
      • Analytics / Conversion / Usability
      • Brand / Reputation Management
      • Hard Work
      8
      10:10 AM
    • The Difference between online marketingB2B and B2C
      9
      10:10 AM
    • Architecture
      10
      10:10 AM
    • Architecture of a Successful website
      Strategy
      How you outline your strategy of where your products and services will be placed.
      Think about the structure.
      Minimise the number of levels to get to a “call to action”.
      Plan your URL structure i.e. www.domain.com/category/product
      Plan your pages:- What content engages the user?- Call to actions- Headings & strap lines- What will make them return to the site, (RSS)?- Ways to capture people’s details, newsletters, forums, blogs- Who will use the site? (Audience / Technical level).
      How will the site inter-link and resell its own services?
      11
      10:10 AM
    • Architecture of a Successful website
      Hosting
      • Security – Avoid Problems from hackers etc.
      • Stability and Reliability – If your site goes down regularly it can affect when your site is spidered and what sites will link to you.
      • Server location (Geographic targeting)
      Domain Name
      • Standard .TLD
      • Brand
      • Keyword rich
      12
      10:10 AM
    • Design
      13
      10:10 AM
    • Design of a Successful website
      Simple coding (Good SEO)
      • Loading speed
      • Low code to content ratio
      • Small file sizes
      • Scripting in external files
      • Avoid brochure designs
      • Avoid non friendly apps, flash.
      • Validate code
      14
      10:10 AM
    • Usability of a Successful B2B website
      15
      10:10 AM
      Hyperlinks that don’t look like hyperlinks or don’t indicate they’ve been clicked.
      Use 99% rule – I.e. Usability is about consistency this time don’t be different.
      Don’t break the back button or open new windows, pop ups etc.
      Avoid dense content have Readable pages
      Complicated search boxes (Is search data useful?)
      Avoid splash pages and orphan pages
      Simple and Consistent Navigation with a clear hierarchy, (Bread crumb trail etc)
      Avoid long forms and use easy to see call to actions.
    • Content
      16
      10:10 AM
    • The Content of a Successful website - 1
      Why is content good? - Of course, content is king! – It also plays a large part on how your business is perceived from other businesses.
      17
      10:10 AM
    • Why add content and expand your website?
      What are the benefits of adding content to your website, whether it’s user generated content or news articles?
      • Long tail search traffic
      • Faster indexing
      • Generates discussion
      • Solicits enquiries
      • Promotes community
      • Repeat visits
      • Subscribers
      • Internal link strength
      • Makes your business look more valuable and an Authority to other businesses.
      18
      10:10 AM
    • The Content of a Successful website - 2
      What other content can be added to a website?
      19
      10:10 AM
    • Link Bait for a Successful website - 1
      Link bait can come in a variety of forms, useful content tools or something controversial, funny
      etc. (Often link bait is carried out unintentionally)
      Example of Successful link Bait:
      www.milliondollarhomepage.com – A student set up a website selling pixels of advertising space. An unusual concept which was captured by the offline press. This was then reinterpreted into the online world, at its height the site was a PageRank 7 and had tens of thousands of natural links.
      www.howmanyfiveyearoldscanyoubeatup.com– An obscure concept (non malicious) whereby users would answer various questions to gain a rating for, in a controlled fight, how many 5 year old they could beat up. Again, this was picked up by the UK national press, which gained the site thousands of natural links .
      www.bunkbeds.net– Again another creative idea of How long could you survive chained to a bunk bed with a Velociraptor?
      20
      10:10 AM
    • Link Bait for a Successful website - 2
      Forms of link bait we have carried out on the Just Search site:
      We wrote an article called “D’oh! The Biggest Internet Mistakes Ever” – We submitted this to a number of Social Bookmarking sites, it was picked up and our site had a surge in traffic. Although this traffic was low in conversion it did however create a “buzz” and generate a number of natural links.
      21
      10:10 AM
      We also added a number of SEO tools on our website:
      1) Creating stickiness to the website
      2) Again building free links to the site
    • Building Traffic
      22
      10:10 AM
    • Building Traffic for a Successful website - SEO
      Think about your SEO!
      23
      10:10 AM
    • Building Traffic for a Successful website - Link Building
      24
      10:10 AM
    • Building Traffic for a Successful website – PPC
      25
      10:10 AM
      RELEVANCE
    • Building Traffic for a Successful website – PPC & SEO
      Combine both Organic and Paid search
      Use of the Psychology of Search:- Search retail space- The subconscious mind
      26
      10:10 AM
    • Building Traffic for a Successful website - Involvement
      27
      10:10 AM
    • Building Traffic for a Successful website – Other Marketing
      Other Marketing
      28
      10:10 AM
    • Building Traffic for a Successful website – Other Marketing
      Video Marketing
      29
      www.youtube.com – and other video sites have enabled ways to send out a viral message.
      Tutorials are popular and can gain links and build up a brand profile - How to write a post in Wordpress etc.- Photoshop tutorial
      10:10 AM
      3. Again it can work as link bait or to just drive traffic
      4. SEO Rapper- Unique- Attracts visitors.
    • Analytics / Conversion / Usability
      30
      10:10 AM
    • Analytics / Conversion for a Successful website
      Analyse Incoming Search data
      • Build new content using the search data
      • Carry out further keyword research - Use Google keyword tool / PPC data (If applicable)
      Revisit your Usability
      Just planning the usability of a site at the start is NOT good enough
      Monitor key pages, how people navigate
      Change site according to this
      Predictive Profiling
      • Present the most relevant content to the user
      31
      10:10 AM
    • Usability of a Successful website
      Carryout Usability Studies
      • Set questions based on goals and get people to comment on using your site
      Content Analysis
      Look at A/B and Multi Variant testing, not only for your PPC pages, but also the organic pages
      Laser eye tracking
      The less distance the eye has to travel, the better i.e. images, price, buy button
      Try different things
      Many aspects of usability are simple in essence, but it doesn't mean that it will work the same for every website
      32
      10:10 AM
    • Conversions for a Successful website
      Predictive Profiling
      33
      10:10 AM
      Information:
      Google Search made
      User lands on website
      X% of users went to page “A” then made a call to action
      Result:
      Place links or snippets of that page’s
      information dynamically based on
      referral.
    • Brand / Reputation Management
      34
      10:10 AM
    • Brand / Reputation Managementfor a Successful website
      This means controlling the first few pages of Google which discuss your brand.
      Social Media Representation
      • Create profiles on various networks
      • Interlink company site with profiles
      Creation of other sites
      • Build other sites and subsidiaries with unique content to promote brand
      • Link with resellers, other companies etc
      Management of Review sites and blogs
      • Create positive comments
      • Add positive reviews
      • Sponsorships
      35
      10:10 AM
    • Example of Reputation Managementfor a Successful website -1
      36
      10:10 AM
    • Example of Reputation Managementfor a Successful website -2
      37
      10:10 AM
    • Example of Reputation Managementfor a Successful website -3
      38
      10:10 AM
    • Hard Work
      39
      10:10 AM
    • Hard work and Budgetfor a Successful website
      40
      10:10 AM
    • Conclusion
      41
      10:10 AM
    • Conclusions to ensure your websiteis a strong sales driver
      In brief, the action points for any company to survive online are through:
      Correct planning and preparation, sourcing the market
      User friendly website
      Search engine friendly website
      High converting website
      Build traffic from various sources, organic, paid and affiliated sources
      Constantly monitor on how improvements can be made
      Keep up to date with modern technologies
      Hard work, Hard work, Hard work!
      These should be match in part your business objectives.
      42
      10:10 AM
    • Brain Storm of a Successful website
      43
      10:10 AM