Matt Bailey SiteLogic [email_address]

Get people to your site Get them to do what you want them to do

Get people to your site

Get them to do what you want them to do

If they can’t find it – it’s not there. If they can’t find you – you’re not there.

If they can’t find it – it’s not there.

If they can’t find you – you’re not there.

Usability Homepage should have clear directions What you sell should be evident and clear The user should quickly see a reason to stay – their question will be answered SEO Homepage links out to the rest of the site Keyword-focused navigation Links and text focus to a specific classification and goal

Usability

Homepage should have clear directions

What you sell should be evident and clear

The user should quickly see a reason to stay – their question will be answered

SEO

Homepage links out to the rest of the site

Keyword-focused navigation

Links and text focus to a specific classification and goal

Hierarchal Structure Classification Grouping

Hierarchal Structure

Classification

Grouping

Usability Established hierarchy of categories Customer-based navigation groupings Clear, viewable product links Clear Images of products SEO Multiple category links with keywords Keyword-based navigation groupings Product links using keywords Alt text, captions, and labels

Usability

Established hierarchy of categories

Customer-based navigation groupings

Clear, viewable product links

Clear Images of products

SEO

Multiple category links with keywords

Keyword-based navigation groupings

Product links using keywords

Alt text, captions, and labels

Usability Product-Specific content Users want information about products Sales decisions are emotional decisions SEO Calling products “what they are” Re-enforces keyword strategies with product benefits and helpful content Selling products to the logical and emotional sides naturally include related keywords and concepts

Usability

Product-Specific content

Users want information about products

Sales decisions are emotional decisions

SEO

Calling products “what they are”

Re-enforces keyword strategies with product benefits and helpful content

Selling products to the logical and emotional sides naturally include related keywords and concepts

Usability Features and Specs are expected Benefits sell products, answer problems and create the need. SEO Features and Specs lists contain very minor keywords, if any. Benefits include many “problem solver” and related keywords.

Usability

Features and Specs are expected

Benefits sell products, answer problems and create the need.

SEO

Features and Specs lists contain very minor keywords, if any.

Benefits include many “problem solver” and related keywords.

Usability Does this page meet my need and expectations? Users will stay and follow SEO Is this the correct page for the query? Is additional or related information available on the page or in links?

Usability

Does this page meet my need and expectations?

Users will stay and follow

SEO

Is this the correct page for the query?

Is additional or related information available on the page or in links?

It is absolutely imperative that you review the PCU Company Policies BEFORE YOU BUY! Failure to do so is likely to cost you, financially . . .

Geek Toys v Paramount Zone

Geek Toys v Paramount Zone

ParamountZone.com

Segmentation is the Key: Drill down and separate keyword groups Find conversion rate for each group Follow the data – Explore!

Segmentation is the Key:

Drill down and separate keyword groups

Find conversion rate for each group

Follow the data – Explore!

The Long Tail Your markets are made up of small groups (verticals) Hundreds, thousands of like-minded groups Search Marketing CAN NOT be not a single keyword strategy Analytics + Usability uncovers the obstacles and success of each of these groups MUST determine the usability of each vertical segment

The Long Tail

Your markets are made up of small groups (verticals)

Hundreds, thousands of like-minded groups

Search Marketing CAN NOT be not a single keyword strategy

Analytics + Usability uncovers the obstacles and success of each of these groups

MUST determine the usability of each vertical segment

Digital camera Megapixels Fuji? Sony? Battery Life Price Size MP3 Player Ipod Flash Drive? Cost Gigs

Content Lost in translation Slang, euphemisms Clear Instructions Address Shipping

Content

Lost in translation

Slang, euphemisms

Clear Instructions

Address

Shipping

Easy to read Easy to navigate Easy to find Consistent in layout and design Quick to use

Easy to read

Easy to navigate

Easy to find

Consistent in layout and design

Quick to use

Matt Bailey SiteLogic [email_address]