Digital Marketing – Marrying                   Visibility and Usability in African                                websites...
www.book-visibility.com                          2
Content• Philosophies• Website Visibility• Website Usability• The African Scene• Achieving Fusion• Summary                ...
Philosophy          1         Website Design should be done for 2x Audiences:         Crawlers (Visibility) & Humans (Usab...
Philosophy       2The Internet is about Users, Websitesand Search Engines, and their interaction                          ...
Philosophy                     3                             Websites success depends on                             syner...
Philosophy      4                                                      Check out Yahoo’s PPC                              ...
Website Visibility      1                      How do the SEs Present Search Results?HighestRanking                       ...
Website Visibility            2                                   WHAT?• It is a feature of a given webpage• This feature ...
Website Visibility           3                                          WHY?• High SE rankings not negotiable for websites...
Website Visibility   4                         More WHY …Because all usersare lazy!                                       ...
Website Visibility   5                            Even more WHY …                          SERP Pos #      % of Clicks    ...
Website Visibility     6    The Role players                Did you know?                            One out of 7 Google s...
Website Visibility        7Easy to get top spot with non-English …                                   www.book-visibility.c...
Website Visibility     8               So how do I get my Website up there?   For PPC …   Rank = Bid Price X   Quality Sco...
Website Visibility     9                      So how do I get my Website up there?                 Content is KING• ANYONE...
Website Visibility              10Whitehats are those website designers who"play nice" and try to follow all of the search...
Website Visibility   11Elements of Visibility -      Positive                                                 www.book-vis...
Website Visibility   12Elements of Visibility -     Negative                                                     www.book-...
Website Visibility          13                                 Top Spot: Inlinks   1• Are Inlinks really so important?• Co...
Website Visibility           14                             Top Spot: Inlinks   2               Is there a relationship be...
Website Visibility           15                    Top Spot: Inlinks    3          Is it still there without the 9x outlie...
Website Visibility              16                                                                           bing: I need ...
Website Visibility          17                        Top Spot: Inlinks   5Where NOT to get your inlinks from …           ...
Website Visibility        18                      Top Spot: Inlinks   6Where NOT to getyour inlinks fromcontinued …       ...
Website Visibility        19                        Spot #2: Keywords   1                                        Check out...
Website Visibility        20                             Spot #2: Keywords   2• You DON’T want Google to do a BMW  on your...
Website Visibility     21  Spot #3: Hypertext                            www.book-visibility.com                          ...
Website Visibility       22                  Spot #4: Metatags   1 YOU have FULL control over what appears here ...       ...
Website Visibility           23                                    Spot #4: Metatags   2Use keywords judiciously in: Title...
Website Visibility            24                           Spot #4: Metatags     3How many words/characters are displayed?...
Website Usability   1                        www.book-visibility.com                                                  32
Website Usability             2                                     Why?   To ensure that user can accomplish (a) task(s) ...
Website Usability     3The Golden Triangle                          www.book-visibility.com                               ...
Website Usability               4                                   User waiting timesDecades before the birth of the Inte...
Website Usability                 5                             Font Choice    serif fonts                      sans serif...
Website Usability              6 Website Usability – Error 1                                   www.book-visibility.com    ...
Website Usability               7                       Website Usability – Error 2Which font is currently selected? Must ...
Website Usability              8 Website Usability – Error 3                          www.weathersa.co.za                 ...
Website Usability              9 Website Usability – Error 4                                   www.book-visibility.com    ...
Website Usability          10 Website Usability – Error 5                                www.book-visibility.com          ...
Website Usability   11                         www.book-visibility.com                                                   42
Website Usability          12 Website Usability – Error 6                          www.qg.com                             ...
Website Usability          13 Website Usability – Error 7                          www.zincbistroaz.com                   ...
Website Usability          14 Website Usability – Error 8                                www.book-visibility.com          ...
Website Usability            15  Spot the Error – Error 9                                  www.book-visibility.com        ...
Website Usability            16                               Want more?www.angelfire.com/super/badwebs/www.ananzi.co.zaht...
Website Usability          17Website Usability – Error 10                       • Exposing coding in user messages        ...
Website Usability             18  Spot the Error – Error 11                                   www.book-visibility.com     ...
Website Usability               19                                        Summary 1• Your website will NOT be read like a ...
Website Usability             20                                         Summary 2• Content should occupy most space, enou...
The African Scene               1                                  How can I quantify visibility?• Not one single variable...
The African Scene           2                 How can I measure visibility?www.alexa.com                               www...
The African Scene              3                         Sample African siteswww.socialmedia.co.ke/              www.time....
The African Scene    4     Kenya - Alexa                         www.book-visibility.com                                  ...
The African Scene      5     Uganda - Grader                           www.book-visibility.com                            ...
The African Scene      6     Nigeria - Ranks                           www.book-visibility.com                            ...
The African Scene     7     SA - whoismark                          www.book-visibility.com                               ...
The African Scene   8       All TLDs                                        56/262                        www.book-visibil...
The African Scene      8    Valuable domains                           www.book-visibility.com                            ...
The African Scene            9The green fields of opportunity …                                    www.book-visibility.com...
Achieving Fusion                  1                                       So, what do I do next?• Measure/estimate your si...
Achieving Fusion          2                         What must I do to get to Class 1?                         1      USA  ...
Achieving Fusion               3                     What did I do wrong to get into Class 4?                       4     ...
Achieving Fusion             4                     What did I do wrong to get into Class 2/3?                       2/3   ...
Achieving Fusion              5                    What did I do wrong to get into Class 2/3?                     2/3     ...
Summary                              If I can choose only 1 slide, what should I                                         c...
www.book-visibility.com                          69
www.book-visibility.com                          69
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2011 weideman-nairobi-digital marketing-marryingvisibilityandusabilityinafricanwebsites

  1. 1. Digital Marketing – Marrying Visibility and Usability in African websitesMelius WeidemanCPUT, Cape Town, South Africa www.book-visibility.com 1
  2. 2. www.book-visibility.com 2
  3. 3. Content• Philosophies• Website Visibility• Website Usability• The African Scene• Achieving Fusion• Summary www.book-visibility.com 3
  4. 4. Philosophy 1 Website Design should be done for 2x Audiences: Crawlers (Visibility) & Humans (Usability) On SPEC - on BUDGET - on TIME These are the measures of success for a civil engineering project …Is this true for website design?NO!! - the user will decide on the success of awebsite – USABILITY and VISIBILITY! www.book-visibility.com 4
  5. 5. Philosophy 2The Internet is about Users, Websitesand Search Engines, and their interaction www.book-visibility.com 5
  6. 6. Philosophy 3 Websites success depends on synergy between eight entities owns & has expectations of visits to satisfy information needmarketsdesigns andmaintains stores and designs optimizes for crawls and presents images for search regurgitates engines www.book-visibility.com 6
  7. 7. Philosophy 4 Check out Yahoo’s PPC Websites need SEO SEO and PPC for proper PPC • Long time to market exposure • Virtually immediate • Cannot switch ON/OFF • Full control • Draws disinterested clicks • Pulls in targeted audience • High level of acceptance • Distrust • Cheap in the long run • Expenses never stop • Once done, low complexity • Campaigns complex to manageIf you can afford to, split your budget across both www.book-visibility.com 7
  8. 8. Website Visibility 1 How do the SEs Present Search Results?HighestRanking Top-listed Paid ResultsPaidResultHighest Side-listedRanking Paid ResultsNaturalResult www.book-visibility.com Natural (Organic) Results 8
  9. 9. Website Visibility 2 WHAT?• It is a feature of a given webpage• This feature is defined by the degree of ease with which a search engine crawler can find the webpage• Once found, it is further defined by the degree of success the crawler has in indexing the page• A webpage with high visibility can be easily found and has been designed in such a way that a crawler will find a large amount of relevant, easy to index information on the page www.book-visibility.com 9
  10. 10. Website Visibility 3 WHY?• High SE rankings not negotiable for websites with commercial intent• Most websites must be visible to SE crawlers• 91% of users do not read past SERP #3• Thus - extreme competition for top ranking positions in SERPs It is necessary for any webpage whose owner wants it to be found on the Internet – try to impress the SE CRAWLER www.book-visibility.com 10
  11. 11. Website Visibility 4 More WHY …Because all usersare lazy! www.book-visibility.com 11
  12. 12. Website Visibility 5 Even more WHY … SERP Pos # % of Clicks 1 51 2 16Where do they click on 3 6 the SERP? 4 6 5 5 6 4 7 2 8 1 9 1 10 2 11+ 5 www.book-visibility.com 12
  13. 13. Website Visibility 6 The Role players Did you know? One out of 7 Google searches are done on a mobile, and 30% of them are for restaurants! 65.5 15.9 + 14.1 95.5% www.book-visibility.com 13
  14. 14. Website Visibility 7Easy to get top spot with non-English … www.book-visibility.com 14
  15. 15. Website Visibility 8 So how do I get my Website up there? For PPC … Rank = Bid Price X Quality ScoreFor SEO … Implement 1. Inlinks the WM 2. Keywords 3. Anchor text 4. Metatags … 17. www.book-visibility.com 15
  16. 16. Website Visibility 9 So how do I get my Website up there? Content is KING• ANYONE can publish any content on the Web• This strange freedom = OPPORTUNITIES,but also lots of RESPONSIBILITY• A webpage where lots of text and graphicshave been dumped will not be read• Useful content always brings the customer back www.book-visibility.com 16
  17. 17. Website Visibility 10Whitehats are those website designers who"play nice" and try to follow all of the searchengine guidelines to optimize their site Blackhats are website designers who use spamdexing, cloaking, and other tricks to optimize sites• Creation of high quality Inlinks• Correct use of targeted keywords• Correct use of Anchor Text • Inlink Spamdexing• Correct use of Metatags • Keyword Spamdexing • Duplicate Content • Invisible Text, etc www.book-visibility.com 17
  18. 18. Website Visibility 11Elements of Visibility - Positive www.book-visibility.com 18
  19. 19. Website Visibility 12Elements of Visibility - Negative www.book-visibility.com 19
  20. 20. Website Visibility 13 Top Spot: Inlinks 1• Are Inlinks really so important?• Consider the 100 top-ranking commercial websites … www.book-visibility.com 20
  21. 21. Website Visibility 14 Top Spot: Inlinks 2 Is there a relationship between inlinks and ranking?# of Inlinks www.book-visibility.com 21
  22. 22. Website Visibility 15 Top Spot: Inlinks 3 Is it still there without the 9x outliers? y = 93.978e-2E-04x R² = 0.5392100908070605040302010 0 0 2000 4000 6000 8000 10000 12000 www.book-visibility.com 22
  23. 23. Website Visibility 16 bing: I need free inlinks Top Spot: Inlinks 4 So, how do I go about getting those inlinks? Write & post press releases, blogs, Likes, tweets BUT - stay away from FFA!!!Find reciprocal links fromindustry related partners.Run a link check in Googlefor your top competitorsand see which are linking Create a legal Link Farmto them. Ensure your website has a decent Site Map, submit it manually to the Big 3 www.book-visibility.com 23
  24. 24. Website Visibility 17 Top Spot: Inlinks 5Where NOT to get your inlinks from … www.book-visibility.com 24
  25. 25. Website Visibility 18 Top Spot: Inlinks 6Where NOT to getyour inlinks fromcontinued … www.book-visibility.com 25
  26. 26. Website Visibility 19 Spot #2: Keywords 1 Check out Google Image search …High rankings in natural results come from keyword-rich TEXT! www.book-visibility.com 26
  27. 27. Website Visibility 20 Spot #2: Keywords 2• You DON’T want Google to do a BMW on your website … www.book-visibility.com 27
  28. 28. Website Visibility 21 Spot #3: Hypertext www.book-visibility.com 28
  29. 29. Website Visibility 22 Spot #4: Metatags 1 YOU have FULL control over what appears here ... TITLE Tag DESCRIPTION metatag... and here www.book-visibility.com 29
  30. 30. Website Visibility 23 Spot #4: Metatags 2Use keywords judiciously in: Title Tags ...www.kapstadt.diplo.de/Vertretung/ www.synergizeit.netkapstadt/en/Startseite.html www.bmw.com www.rocketseed.com... and in Description Metatags www.sacamera.co.za www.kalahari.net www.hetzner.co.za www.book-visibility.com 30
  31. 31. Website Visibility 24 Spot #4: Metatags 3How many words/characters are displayed? Focus on the FIRST x characters! TITLE Tag DESCRIPTION Metatag 11.3 words / 61 char. 26 words / 154.3 char. 9.5 words / 60.1 char. 27.7 words / 163 char. 10.6 words / 65.6 char. 29.6 words / 179.1 char. 11 words / 28 words / 62 characters 165 characters www.book-visibility.com 31
  32. 32. Website Usability 1 www.book-visibility.com 32
  33. 33. Website Usability 2 Why? To ensure that user can accomplish (a) task(s) easily while working on a website - try to impress the HUMAN USER What?Usability is a term used to denote the ease with which people can employ a particulartool or other human-made object in order to achieve a particular goal. Usability can alsorefer to the methods of measuring usability and the study of the principles behind anobjects perceived efficiency or elegance. (Wikipedia)Learnability: How easy is it for users to accomplish basic tasks the first time theyencounter the design?Efficiency: Once users have learned the design, how quickly can they perform tasks?Memorability: When users return to the design after a period of not using it, how easilycan they reestablish proficiency?Errors: How many errors do users make, how severe are these errors, and how easilycan they recover from the errors?Satisfaction: How pleasant is it to use the design? (Nielsen - use-it.com) www.book-visibility.com 33
  34. 34. Website Usability 3The Golden Triangle www.book-visibility.com 34
  35. 35. Website Usability 4 User waiting timesDecades before the birth of the Internet - 1968 - it was claimed that ‘... thinkingcontinuity essential to sustained problem solving ...’ is not possible if a user has towait as long as 10 seconds for a system response (Miller, 1968: 268).Nah (2004) claims that users can only wait for two seconds: ‘Web users’tolerable waiting time and the tolerable waiting time for information retrieval isapproximately 2 s.’Three times are important in human–computer interaction: 0.1 second for theuser to receive feedback that the system is responding to an action, 1 second forthe user’s flow of thoughts to remain uninterrupted and 10 seconds to keep theuser’s attention focused on the dialogue (Nielsen, 2007). www.book-visibility.com 35
  36. 36. Website Usability 5 Font Choice serif fonts sans serif fontsf s fsStudies have proven that they Computer screens do not offer theread faster when printed using the same high quality, so the extra detailhigh quality typography used in becomes fuzzy. SSF read better on-books and magazines screen ArialTimes New Roman Arial Black Georgia Verdana www.book-visibility.com 36
  37. 37. Website Usability 6 Website Usability – Error 1 www.book-visibility.com 37
  38. 38. Website Usability 7 Website Usability – Error 2Which font is currently selected? Must I really go through all3 options and figure it out myself? www.book-visibility.com 38
  39. 39. Website Usability 8 Website Usability – Error 3 www.weathersa.co.za Click on the arrow to select? www.book-visibility.com 39
  40. 40. Website Usability 9 Website Usability – Error 4 www.book-visibility.com 40
  41. 41. Website Usability 10 Website Usability – Error 5 www.book-visibility.com 41
  42. 42. Website Usability 11 www.book-visibility.com 42
  43. 43. Website Usability 12 Website Usability – Error 6 www.qg.com www.book-visibility.com 43
  44. 44. Website Usability 13 Website Usability – Error 7 www.zincbistroaz.com www.book-visibility.com 44
  45. 45. Website Usability 14 Website Usability – Error 8 www.book-visibility.com 45
  46. 46. Website Usability 15 Spot the Error – Error 9 www.book-visibility.com 46
  47. 47. Website Usability 16 Want more?www.angelfire.com/super/badwebs/www.ananzi.co.zahttp://spaceflight.nasa.gov/shuttle/archives/sts-108/flash/sts108.swf www.book-visibility.com 47
  48. 48. Website Usability 17Website Usability – Error 10 • Exposing coding in user messages • They don’t care!! • Use ordinary language, eg. “The date you supplied is not a workday” www.book-visibility.com 48
  49. 49. Website Usability 18 Spot the Error – Error 11 www.book-visibility.com 49
  50. 50. Website Usability 19 Summary 1• Your website will NOT be read like a book - get used to it• Top left corner is prime position - use it wisely• Get a total topic-novice to test the logic flow of every webpage• Ensure that you have a headline that tells me what the site is about• Then give me the basics - what, where, how, why, when, before overwhelming me with detail• Don’t let me wait too long for fancy downloads www.book-visibility.com 50
  51. 51. Website Usability 20 Summary 2• Content should occupy most space, enough keyword rich, sensible text to satisfy human AND crawler• Company logo/name top left• Search button top right, called “Search”• Navigation on top and/or down the left• Always be only one click away from homepage - be clear (60% of page views are on non-homepages) www.book-visibility.com 51
  52. 52. The African Scene 1 How can I quantify visibility?• Not one single variable• Learn to average out• Do EVERYTHING to satisfy crawlers – boring, unfriendly website• Do EVERYTHING to satisfy humans – crawlers will keep left, rankings drop into obscurity• SJF – do the quick, cheap n easy stuff first• Spread out the expensive, time-consuming stuff over time/budget www.book-visibility.com 52
  53. 53. The African Scene 2 How can I measure visibility?www.alexa.com www.grader.comwww.ranks.nl www.whoismark.com www.book-visibility.com 53
  54. 54. The African Scene 3 Sample African siteswww.socialmedia.co.ke/ www.time.co.ug/index.php?q=serviceswww.businessindex.com.ng/ www.kalahari.net/ www.book-visibility.com 54
  55. 55. The African Scene 4 Kenya - Alexa www.book-visibility.com 55
  56. 56. The African Scene 5 Uganda - Grader www.book-visibility.com 56
  57. 57. The African Scene 6 Nigeria - Ranks www.book-visibility.com 57
  58. 58. The African Scene 7 SA - whoismark www.book-visibility.com 58
  59. 59. The African Scene 8 All TLDs 56/262 www.book-visibility.com 59
  60. 60. The African Scene 8 Valuable domains www.book-visibility.com 60
  61. 61. The African Scene 9The green fields of opportunity … www.book-visibility.com 61
  62. 62. Achieving Fusion 1 So, what do I do next?• Measure/estimate your site’s Visibility and Usability against the 4 possibilities• Start making changes, strive towards class 1 1 USA VIS 2/3 USA VIS 2/3 USA VIS 4 USA VIS www.book-visibility.com 62
  63. 63. Achieving Fusion 2 What must I do to get to Class 1? 1 USA VIS Focus on the following first – they contribute to both!• Webpage availability• Keyword usage• Anchor text• TITLE tag• H1 tag www.book-visibility.com 63
  64. 64. Achieving Fusion 3 What did I do wrong to get into Class 4? 4 USA VIS You probably implemented this common factor – fix it up – rent-a-copywriter!• Badly written or no content Also ensure that you have done the 5x Class 1 things www.book-visibility.com 64
  65. 65. Achieving Fusion 4 What did I do wrong to get into Class 2/3? 2/3 USA VIS You probably implemented these common factors – fire-your-designer, and fix it!• Excessive graphics (images, videos …)• JavaScript• Flash• Frames• Readable but keyword poor text www.book-visibility.com 65
  66. 66. Achieving Fusion 5 What did I do wrong to get into Class 2/3? 2/3 USA VIS You probably implemented these common factors – fire-your-copywriter, and fix it!• Extreme amounts of text• Excessive keyword usage www.book-visibility.com 66
  67. 67. Summary If I can choose only 1 slide, what should I choose to remember?• You HAVE to rank at least somewhere on Google/Yahoo!/Bing p1 for at least ONE keyphrase!• USABILITY and VISIBILITY are the most important design factors• Both have to be earned through elbow grease – neither will just happen• Do not expect your garden-variety web designer to have an interest in either• Involve the user in the design and testing of a website – they are the audience• Apply SEO & PPC judiciously - SEO if finances are limited, PPC if quick ranking is needed, both for sensible exposure• LOOK and LEARN from your competitor’s websites• Get the easy-to-do basics right first - TITLE, metatags, H1’s, anchor text and manual submission• Now move on to the two big ones - canvass those inlinks and have body text rewritten by an expert to be keyword-rich www.book-visibility.com 67
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