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

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Mindmap Of A Successful Website 2009

  1. 1. Connecting your business objectives to your website to create a strong sales driver<br />By Neil Walker<br />CTO Just Search Ltd <br />1<br />10:10 AM<br />
  2. 2. Synopsis<br />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?<br />2<br />10:10 AM<br />
  3. 3. Introduction<br />Who am I? – Neil Walker <br />Position: CTO<br />Company: Just Search Ltd (Part of Getupdated Internet marketing)<br />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.<br />3<br />10:10 AM<br />
  4. 4. Factors to a Successful website - Past<br />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.<br />4<br />10:10 AM<br />
  5. 5. Factors to a Successful website - Present<br /><ul><li>Look at what is happening in the market today and compare this with your business objectives.</li></ul>5<br />10:10 AM<br />
  6. 6. Factors to a Successful website - Future<br />Planning for the future can save costs, time and effort.<br />6<br />10:10 AM<br />Future:<br />Emerging technologies<br />Long term goals<br /><ul><li>You should incorporate any new technologies, i.e. Widgets, iPhone / Facebook apps etc.
  7. 7. What are the short and long term goals, what evidence is it based on?</li></li></ul><li>Example of a Successful B2B website<br />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.<br />So how can you follow in the footsteps of a successful B2B website like this?<br />7<br />10:10 AM<br />
  8. 8. Converting your business objectives into your online Strategy<br /><ul><li>Architecture
  9. 9. Design
  10. 10. Content
  11. 11. Building Traffic
  12. 12. Analytics / Conversion / Usability
  13. 13. Brand / Reputation Management
  14. 14. Hard Work</li></ul>8<br />10:10 AM<br />
  15. 15. The Difference between online marketingB2B and B2C<br />9<br />10:10 AM<br />
  16. 16. Architecture<br />10<br />10:10 AM<br />
  17. 17. Architecture of a Successful website<br />Strategy<br />How you outline your strategy of where your products and services will be placed.<br />Think about the structure. <br />Minimise the number of levels to get to a “call to action”.<br />Plan your URL structure i.e. www.domain.com/category/product<br />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).<br />How will the site inter-link and resell its own services?<br />11<br />10:10 AM<br />
  18. 18. Architecture of a Successful website<br />Hosting<br /><ul><li>Security – Avoid Problems from hackers etc.
  19. 19. Stability and Reliability – If your site goes down regularly it can affect when your site is spidered and what sites will link to you.
  20. 20. Server location (Geographic targeting)</li></ul>Domain Name<br /><ul><li>Standard .TLD
  21. 21. Brand
  22. 22. Keyword rich</li></ul>12<br />10:10 AM<br />
  23. 23. Design<br />13<br />10:10 AM<br />
  24. 24. Design of a Successful website<br />Simple coding (Good SEO)<br /><ul><li>Loading speed
  25. 25. Low code to content ratio
  26. 26. Small file sizes
  27. 27. Scripting in external files
  28. 28. Avoid brochure designs
  29. 29. Avoid non friendly apps, flash.
  30. 30. Validate code</li></ul>14<br />10:10 AM<br />
  31. 31. Usability of a Successful B2B website<br />15<br />10:10 AM<br />Hyperlinks that don’t look like hyperlinks or don’t indicate they’ve been clicked.<br />Use 99% rule – I.e. Usability is about consistency this time don’t be different.<br />Don’t break the back button or open new windows, pop ups etc.<br />Avoid dense content have Readable pages<br />Complicated search boxes (Is search data useful?)<br />Avoid splash pages and orphan pages<br />Simple and Consistent Navigation with a clear hierarchy, (Bread crumb trail etc)<br />Avoid long forms and use easy to see call to actions.<br />
  32. 32. Content<br />16<br />10:10 AM<br />
  33. 33. The Content of a Successful website - 1<br />Why is content good? - Of course, content is king! – It also plays a large part on how your business is perceived from other businesses.<br />17<br />10:10 AM<br />
  34. 34. Why add content and expand your website?<br />What are the benefits of adding content to your website, whether it’s user generated content or news articles? <br /><ul><li>Long tail search traffic
  35. 35. Faster indexing
  36. 36. Generates discussion
  37. 37. Solicits enquiries
  38. 38. Promotes community
  39. 39. Repeat visits
  40. 40. Subscribers
  41. 41. Internal link strength
  42. 42. Makes your business look more valuable and an Authority to other businesses.</li></ul>18<br />10:10 AM<br />
  43. 43. The Content of a Successful website - 2<br />What other content can be added to a website?<br />19<br />10:10 AM<br />
  44. 44. Link Bait for a Successful website - 1<br />Link bait can come in a variety of forms, useful content tools or something controversial, funny <br />etc. (Often link bait is carried out unintentionally)<br />Example of Successful link Bait:<br />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.<br />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 .<br />www.bunkbeds.net– Again another creative idea of How long could you survive chained to a bunk bed with a Velociraptor? <br />20<br />10:10 AM<br />
  45. 45. Link Bait for a Successful website - 2<br />Forms of link bait we have carried out on the Just Search site:<br />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.<br />21<br />10:10 AM<br />We also added a number of SEO tools on our website:<br />1) Creating stickiness to the website<br />2) Again building free links to the site<br />
  46. 46. Building Traffic<br />22<br />10:10 AM<br />
  47. 47. Building Traffic for a Successful website - SEO<br />Think about your SEO!<br />23<br />10:10 AM<br />
  48. 48. Building Traffic for a Successful website - Link Building<br />24<br />10:10 AM<br />
  49. 49. Building Traffic for a Successful website – PPC<br />25<br />10:10 AM<br />RELEVANCE<br />
  50. 50. Building Traffic for a Successful website – PPC & SEO<br />Combine both Organic and Paid search<br />Use of the Psychology of Search:- Search retail space- The subconscious mind<br />26<br />10:10 AM<br />
  51. 51. Building Traffic for a Successful website - Involvement<br />27<br />10:10 AM<br />
  52. 52. Building Traffic for a Successful website – Other Marketing<br />Other Marketing<br />28<br />10:10 AM<br />
  53. 53. Building Traffic for a Successful website – Other Marketing<br />Video Marketing<br />29<br />www.youtube.com – and other video sites have enabled ways to send out a viral message.<br />Tutorials are popular and can gain links and build up a brand profile - How to write a post in Wordpress etc.- Photoshop tutorial<br />10:10 AM<br />3. Again it can work as link bait or to just drive traffic<br />4. SEO Rapper- Unique- Attracts visitors.<br />
  54. 54. Analytics / Conversion / Usability<br />30<br />10:10 AM<br />
  55. 55. Analytics / Conversion for a Successful website<br />Analyse Incoming Search data<br /><ul><li>Build new content using the search data
  56. 56. Carry out further keyword research - Use Google keyword tool / PPC data (If applicable)</li></ul>Revisit your Usability<br />Just planning the usability of a site at the start is NOT good enough<br />Monitor key pages, how people navigate<br />Change site according to this<br />Predictive Profiling<br /><ul><li>Present the most relevant content to the user</li></ul>31<br />10:10 AM<br />
  57. 57. Usability of a Successful website<br />Carryout Usability Studies<br /><ul><li>Set questions based on goals and get people to comment on using your site</li></ul>Content Analysis <br />Look at A/B and Multi Variant testing, not only for your PPC pages, but also the organic pages<br />Laser eye tracking<br />The less distance the eye has to travel, the better i.e. images, price, buy button<br />Try different things<br />Many aspects of usability are simple in essence, but it doesn't mean that it will work the same for every website<br />32<br />10:10 AM<br />
  58. 58. Conversions for a Successful website<br />Predictive Profiling<br />33<br />10:10 AM<br />Information:<br />Google Search made<br />User lands on website<br />X% of users went to page “A” then made a call to action<br />Result:<br />Place links or snippets of that page’s<br />information dynamically based on<br />referral.<br />
  59. 59. Brand / Reputation Management<br />34<br />10:10 AM<br />
  60. 60. Brand / Reputation Managementfor a Successful website<br />This means controlling the first few pages of Google which discuss your brand.<br />Social Media Representation<br /><ul><li>Create profiles on various networks
  61. 61. Interlink company site with profiles</li></ul>Creation of other sites<br /><ul><li>Build other sites and subsidiaries with unique content to promote brand
  62. 62. Link with resellers, other companies etc</li></ul>Management of Review sites and blogs<br /><ul><li>Create positive comments
  63. 63. Add positive reviews
  64. 64. Sponsorships</li></ul>35<br />10:10 AM<br />
  65. 65. Example of Reputation Managementfor a Successful website -1<br />36<br />10:10 AM<br />
  66. 66. Example of Reputation Managementfor a Successful website -2<br />37<br />10:10 AM<br />
  67. 67. Example of Reputation Managementfor a Successful website -3<br />38<br />10:10 AM<br />
  68. 68. Hard Work<br />39<br />10:10 AM<br />
  69. 69. Hard work and Budgetfor a Successful website<br />40<br />10:10 AM<br />
  70. 70. Conclusion<br />41<br />10:10 AM<br />
  71. 71. Conclusions to ensure your websiteis a strong sales driver<br />In brief, the action points for any company to survive online are through:<br />Correct planning and preparation, sourcing the market<br />User friendly website<br />Search engine friendly website<br />High converting website<br />Build traffic from various sources, organic, paid and affiliated sources<br />Constantly monitor on how improvements can be made<br />Keep up to date with modern technologies<br />Hard work, Hard work, Hard work!<br />These should be match in part your business objectives.<br />42<br />10:10 AM<br />
  72. 72. Brain Storm of a Successful website<br />43<br />10:10 AM<br />