Mindmap Of A Successful Website Adtech 2009


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My Adtech Seminar on the Min map of a Successful website.

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Mindmap Of A Successful Website Adtech 2009

  1. 1. The Mind Map of a Successful Website By Neil Walker CTO Just Search Ltd 08:58 AM
  2. 2. Synopsis <ul><li>Question : How do you create a successful website, which not only sticks out from the rest, but is also a centre for users interested in your products and services? </li></ul>08:58 AM
  3. 3. Introduction <ul><li>Who am I? – Neil Walker </li></ul><ul><li>Position : CTO </li></ul><ul><li>Company : Just Search Ltd (Part of Getupdated Internet marketing) </li></ul><ul><li>Greatest Achievement: Taking Just search to No.1 in Google UK for the term SEO and managing products and services. </li></ul>08:58 AM
  4. 4. Factors to a Successful website - Past <ul><li>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. </li></ul>08:58 AM <ul><li>Past: </li></ul><ul><ul><li>What’s your industry? </li></ul></ul><ul><ul><li>Who’s been successful? </li></ul></ul><ul><ul><li>How have they done it – Online, Offline, Brand? </li></ul></ul><ul><ul><li>Are you the same / different – identify? </li></ul></ul><ul><li>Some Industries are far more competitive than others. </li></ul><ul><li>Who are the big players, large turnovers? </li></ul><ul><li>Are they successful online and offline, what are they doing, SEO, PPC, Affiliate? </li></ul>
  5. 5. Factors to a Successful website - Present <ul><li>Look at what is happening in the market today </li></ul>08:58 AM <ul><li>Present: </li></ul><ul><ul><li>What are you trying to achieve? </li></ul></ul><ul><ul><li>Latest technologies </li></ul></ul><ul><ul><li>Plan of action </li></ul></ul><ul><ul><li>Online Business model </li></ul></ul><ul><li>Are you following their footsteps or are you unique? </li></ul><ul><li>What’s your aim and goals, setting this out early can determine a linear path. </li></ul>
  6. 6. Factors to a Successful website - Future <ul><li>Planning for the future can save cost, time and effort. </li></ul>08:58 AM <ul><li>Future : </li></ul><ul><ul><li>Emerging technologies </li></ul></ul><ul><ul><li>Long term goals </li></ul></ul><ul><li>You should incorporate any new technologies, i.e. Widgets, iPhone / Facebook apps etc. </li></ul><ul><li>What are the short and long term goals, what evidence is it based on? </li></ul>
  7. 7. Example of a Successful website <ul><li>If you’re in the loans industry www.moneysupermarket.com is one successful website which others aspire to be, it floated for £800 Million . </li></ul><ul><li>So if you want to break into the loans industry how can you follow their footsteps? </li></ul>08:58 AM <ul><li>What did they do: </li></ul><ul><ul><li>Massive PPC Spend </li></ul></ul><ul><ul><li>6 figure SEO spend per year </li></ul></ul><ul><ul><li>Conversion tracking and changes, such as laser eye tracking, to gain maximum conversions </li></ul></ul><ul><ul><li>Radio Advertising </li></ul></ul><ul><ul><li>TV advertising </li></ul></ul><ul><ul><li>Affiliate Marketing </li></ul></ul><ul><ul><li>Latest News </li></ul></ul><ul><ul><li>838,000 links </li></ul></ul><ul><ul><li>177,000 pages in Google </li></ul></ul><ul><ul><li>Built Massive Brand </li></ul></ul><ul><ul><li>RSS Feeds </li></ul></ul><ul><ul><li>Community </li></ul></ul><ul><ul><li>Newsletters </li></ul></ul>
  8. 8. Online Strategy of a Successful website <ul><li>Architecture </li></ul><ul><li>Design </li></ul><ul><li>Content </li></ul><ul><li>Building Traffic </li></ul><ul><li>Analytics / Conversion / Usability </li></ul><ul><li>Brand / Reputation Management </li></ul><ul><li>Hard Work </li></ul>08:58 AM
  9. 9. Online Strategy of a Successful website <ul><li>Architecture </li></ul>08:58 AM
  10. 10. Architecture of a Successful website <ul><li>Strategy </li></ul><ul><li>How you outline your strategy of where your products and services will be placed. </li></ul><ul><ul><li>Think about the structure. </li></ul></ul><ul><ul><li>Minimise the number of levels to get to a “call to action”. </li></ul></ul><ul><ul><li>Plan your URL structure i.e. www.domain.com/category/product </li></ul></ul><ul><ul><li>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). </li></ul></ul><ul><ul><li>How will the site inter-link and resell its own services? </li></ul></ul>08:58 AM
  11. 11. Architecture of a Successful website <ul><li>Examples: </li></ul><ul><li>E-commerce sites - www.asos.com is another example of a successful website, they have categorised their products in a directory system which means one of their pages is returned quite often on specific brands of clothing. i.e. “Men” >> “A-Z of brands” >> “Brand Name” </li></ul><ul><li>Serviced based site – again www.moneysupermarket.com is a great example of how they have categorised their services. i.e. “Money” >> “Loans” </li></ul><ul><li>Directory style sites - www.mwbex.com has categorised the various areas in which they have offices so you can look at i.e. “Serviced offices” >> “London” >> “Soho”. </li></ul>08:58 AM
  12. 12. Architecture of a Successful website <ul><li>Hosting </li></ul><ul><li>Security – Avoid Problems from hackers etc. </li></ul><ul><li>Stability and Reliability – If your site goes down regularly it can affect when your site is spidered and what sites will link to you. </li></ul><ul><li>Server location (Geographic targeting) </li></ul><ul><li>Domain Name </li></ul><ul><li>Standard .TLD </li></ul><ul><li>Brand </li></ul><ul><li>Keyword rich </li></ul><ul><li>Example : </li></ul><ul><li>www.Cheapflights.co.uk is the brand and keyword rich domain with a standard .TLD </li></ul>08:58 AM
  13. 13. Online Strategy of a Successful website <ul><li>Architecture </li></ul><ul><li>Design </li></ul>08:58 AM
  14. 14. Design of a Successful website <ul><li>Simple coding (Good SEO) </li></ul><ul><li>Loading speed </li></ul><ul><li>Low code to content ratio </li></ul><ul><li>Small file sizes </li></ul><ul><li>Scripting in external files </li></ul><ul><li>Avoid brochure designs </li></ul><ul><li>Avoid non friendly apps, flash. </li></ul><ul><li>Validate code </li></ul>08:58 AM
  15. 15. Usability of a Successful website 08:58 AM Hyperlinks that don’t look like hyperlinks or don’t indicate they’ve been clicked. Don’t break the back button or open new windows, pop ups etc. Use 99% rule – I.e. Usability is about consistency this time don’t be different. Avoid dense content have Readable pages Complicated search boxes (Is search data useful?) Avoid splash pages and orphan pages E-commerce look at the relationship between images, price and buy button. Simple and Consistent Navigation with a clear hierarchy, (Bread crumb trail etc) Avoid long forms and use easy to see call to actions.
  16. 16. Online Strategy of a Successful website <ul><li>Architecture </li></ul><ul><li>Design </li></ul><ul><li>Content </li></ul>08:58 AM
  17. 17. The Content of a Successful website - 1 <ul><li>Why is content good? - Of course content is king! </li></ul>08:58 AM <ul><li>Community & User Generated Content </li></ul><ul><li>Blogs </li></ul><ul><li>Forums </li></ul><ul><li>Comments </li></ul><ul><li>Reviews </li></ul><ul><li>Testimonials </li></ul><ul><li>Industry News </li></ul><ul><li>Become an Authority </li></ul><ul><li>Get placement in Google News </li></ul><ul><li>Daily updates on your site. </li></ul><ul><li>Sticky Features </li></ul><ul><li>E-mail a friend </li></ul><ul><li>Mailing list </li></ul><ul><li>Social Bookmarks </li></ul><ul><li>Tools </li></ul><ul><li>Audio / Video </li></ul><ul><li>Help & Tutorials </li></ul><ul><li>Controversial </li></ul><ul><li>Create debate </li></ul><ul><li>Link bait </li></ul>
  18. 18. Why add content and expand your website? <ul><li>What are the benefits of adding content to your website, whether it’s user generated content or news articles? </li></ul><ul><li>Long tail Search Traffic </li></ul><ul><li>Faster indexing </li></ul><ul><li>Generates discussion </li></ul><ul><li>Solicits enquiries </li></ul><ul><li>Promotes community </li></ul><ul><li>Repeat visits </li></ul><ul><li>Subscribers </li></ul><ul><li>Internal link strength </li></ul>08:58 AM
  19. 19. The Content of a Successful website - 2 <ul><li>What other content can be added to a website? </li></ul>08:58 AM <ul><li>Free Software / Reports / White papers </li></ul><ul><li>Become an authority for your industry. </li></ul><ul><li>Gain Natural links </li></ul><ul><li>Tools </li></ul><ul><li>Improve time on site </li></ul><ul><li>Website stickiness </li></ul><ul><li>Link bait </li></ul><ul><li>Useful Resources </li></ul><ul><li>Linking out to websites of use gives praise, this can often gain praise back. </li></ul><ul><li>RSS feeds </li></ul><ul><li>Encourage Subscribers – Give updates. </li></ul><ul><li>Newsletters </li></ul><ul><li>Encourage people to revisit the site and you can gain a mailing list for future information. </li></ul><ul><li>You should be prepared! </li></ul><ul><li>Try and add product information months before a release. </li></ul>
  20. 20. Link Bait for a Successful website - 1 <ul><li>Link bait can come in a variety of forms, useful content tools or something controversial, funny </li></ul><ul><li>etc. (Often link bait is carried out unintentionally) </li></ul><ul><li>Example of Successful link Bait: </li></ul><ul><li>www.milliondollarhomepage.com – A Student set up a website selling pixels of advertising space. An unusual concept which was captured by the off line 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. </li></ul><ul><li>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 . </li></ul><ul><li>www.bunkbeds.net – Again another creative idea of How long could you survive chained to a bunk bed with a Velociraptor? </li></ul>08:58 AM
  21. 21. Link Bait for a Successful website - 2 <ul><li>Forms of link bait we have carried out on the Just Search site: </li></ul><ul><li>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. </li></ul>08:58 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
  22. 22. Online Strategy of a Successful website <ul><li>Architecture </li></ul><ul><li>Design </li></ul><ul><li>Content </li></ul><ul><li>Building Traffic </li></ul>08:58 AM
  23. 23. Building Traffic for a Successful website - SEO <ul><li>Think about your SEO! </li></ul>08:58 AM <ul><li>Use a simple directory structure </li></ul><ul><li>Easily indexed </li></ul><ul><li>Internal contextual linking & navigation </li></ul><ul><li>SEO friendly URLs </li></ul><ul><li>General sitemap </li></ul><ul><li>XML sitemap </li></ul><ul><li>Plan your pages - Content - Keyword density </li></ul><ul><li>- Position of text </li></ul>
  24. 24. Building Traffic for a Successful website - Link Building 08:58 AM Google Recommends submitting your site to directories – Try Major directories like Yahoo! and Dmoz - look at related industry directories - Business directories Create partnerships, sponsorships to gain links - Strategic - Industry support <ul><li>Carry out both online and offline PR </li></ul><ul><li>It may cost but will generate some good links - New products </li></ul><ul><li>Preparation </li></ul>Use your content to promote natural links - Tools - Controversy / interest - Unique - Latest news Paid Links??? - Avoid link brokers - Link farms - Site wide links What makes a Good link? - PageRank - Relevance - Contextual link - Anchor text
  25. 25. Building Traffic for a Successful website – PPC 08:58 AM RELEVANCE <ul><li>For an effective PPC Campaign </li></ul><ul><li>Things to think about </li></ul><ul><li>Planning & organisation </li></ul><ul><li>Understand your audience </li></ul><ul><li>Research keywords </li></ul><ul><li>Look at long tail keywords </li></ul><ul><li>Use ad groups effectively </li></ul><ul><li>Optimise your ad copy </li></ul><ul><li>Negative keywords </li></ul><ul><li>TEST TEST TEST </li></ul><ul><li>Optimise Landing Pages </li></ul><ul><li>Display URL </li></ul><ul><li>Usability </li></ul><ul><li>Call to actions </li></ul><ul><li>Content </li></ul><ul><li>Tracking </li></ul>
  26. 26. Building Traffic for a Successful website – PPC & SEO <ul><li>Combine both Organic and Paid search </li></ul><ul><li>Use of the Psychology of Search: - Search retail space - The subconscious mind </li></ul>08:58 AM
  27. 27. Building Traffic for a Successful website - Involvement 08:58 AM <ul><li>Social Media </li></ul><ul><li>Build contacts up </li></ul><ul><li>Contribute </li></ul><ul><li>Look at what audio / video you can use </li></ul><ul><li>Tools and applications are always useful traffic generators </li></ul><ul><li>Network – Facebook / Linkedin etc </li></ul><ul><li>Bookmark - Digg, StumbleUpon etc </li></ul><ul><li>Micro / Macro Blogging - twitter </li></ul><ul><li>Optimise and promote your profiles </li></ul><ul><li>Bookmark your content </li></ul><ul><li>Industry Forums & Blogs </li></ul><ul><li>Read </li></ul><ul><li>Contribute </li></ul><ul><li>Comment </li></ul><ul><li>Guest posting (2-way) </li></ul><ul><li>Industry Figures </li></ul><ul><li>Speak with leading members </li></ul><ul><li>Co-produce - Articles - Tools </li></ul><ul><li>Comment on their sites </li></ul>
  28. 28. Building Traffic for a Successful website – Other Marketing <ul><li>Other Marketing </li></ul>08:58 AM <ul><li>Affiliate Marketing (CPA Model) </li></ul><ul><li>Dependant on the product you can establish an affiliate campaign for your website, where other people will SEO and PPC their own sites based on your products. </li></ul><ul><li>E-mail Marketing </li></ul><ul><li>Can be very successful for some sites, especially if they’ve already used your site and you have their data from your own sources. </li></ul><ul><li>Online Press Releases </li></ul><ul><li>Use PR online </li></ul><ul><li>Convergence with offline press </li></ul><ul><li>Create Partnerships </li></ul><ul><li>Sponsorships </li></ul><ul><li>Online Display Advertising. </li></ul><ul><li>Offline Advertising </li></ul><ul><li>Print </li></ul><ul><li>TV/Radio </li></ul><ul><li>Press Releases. </li></ul><ul><li>Brand Exposure </li></ul><ul><li>Covering a number of the above methods gets exposure to your brand. </li></ul>
  29. 29. Building Traffic for a Successful website – Other Marketing <ul><li>Video Marketing </li></ul><ul><li>www.youtube.com – and other video sites have enabled ways to send out a viral message. </li></ul><ul><li>Tutorials are popular and can gain links and build up a brand profile - How to write a post in Wordpress etc. - Photoshop tutorial </li></ul>08:58 AM 3. Again it can work as link bait or to just drive traffic 4. SEO Rapper - Unique - Attracts visitors.
  30. 30. Online Strategy of a Successful website <ul><li>Architecture </li></ul><ul><li>Design </li></ul><ul><li>Content </li></ul><ul><li>Building Traffic </li></ul><ul><li>Analytics / Conversion / Usability </li></ul>08:58 AM
  31. 31. Analytics / Conversion for a Successful website <ul><li>Analyse Incoming Search data </li></ul><ul><li>Build New content using the search data </li></ul><ul><li>Carryout further keyword research - Use Google keyword tool / PPC data (If applicable) </li></ul><ul><li>Revisit your Usability </li></ul><ul><li>Just planning the usability of a site at the start is NOT good enough </li></ul><ul><li>Monitor key pages, how people navigate </li></ul><ul><li>Change site according to this </li></ul><ul><li>Predictive Profiling </li></ul><ul><li>Present the most relevant content to the user </li></ul><ul><li>User Feedback </li></ul><ul><li>Independent user reviews </li></ul>08:58 AM
  32. 32. Usability of a Successful website <ul><li>Carryout Usability Studies </li></ul><ul><li>Set questions based on Goals and get people to comment on using your site </li></ul><ul><li>Content Analysis </li></ul><ul><li>Look at A/B and Multi Variant testing not only for your PPC pages but also the organic pages </li></ul><ul><li>Laser eye tracking </li></ul><ul><li>The less distance the eye has to travel, the better i.e. Images, Price, Buy button </li></ul><ul><li>Try different things </li></ul><ul><li>Many aspects of usability are simple in essence, but it doesn't mean that it will work the same for every website </li></ul>08:58 AM
  33. 33. Conversions for a Successful website <ul><li>Predictive Profiling </li></ul>08:58 AM <ul><li>Information: </li></ul><ul><li>Google Search made </li></ul><ul><li>User lands on website </li></ul><ul><li>X% of users went to page “A” then made a call to action </li></ul><ul><li>Result: </li></ul><ul><li>Place links or snippets of that page’s </li></ul><ul><li>information dynamically based on </li></ul><ul><li>referral. </li></ul>
  34. 34. Independent User Reviews 08:59 AM <ul><li>Web users now rely on EBay style feedback why? </li></ul><ul><li>No one really trusts Testimonials or Reviews which have the ability to be manipulated. </li></ul><ul><li>Gaining independent reviews can help increase product conversion. </li></ul><ul><li>If a feedback system is implemented correctly this can also generate fresh unique content to specific pages within your website also helping with your SEO. </li></ul>
  35. 35. Online Strategy of a Successful website <ul><li>Architecture </li></ul><ul><li>Design </li></ul><ul><li>Content </li></ul><ul><li>Building Traffic </li></ul><ul><li>Analytics / Conversion / Usability </li></ul><ul><li>Brand / Reputation Management </li></ul>08:59 AM
  36. 36. Brand / Reputation Management for a Successful website <ul><li>This means controlling the first few pages of Google which discuss your brand. </li></ul><ul><li>Social Media Representation </li></ul><ul><li>Create profiles on various networks </li></ul><ul><li>Interlink company site with profiles </li></ul><ul><li>Creation of other sites </li></ul><ul><li>Build other sites and subsidiaries with unique content to promote brand </li></ul><ul><li>Link with resellers, other companies etc </li></ul><ul><li>Management of Review sites and blogs </li></ul><ul><li>Create positive comments </li></ul><ul><li>Add positive reviews </li></ul><ul><li>Sponsorships </li></ul>08:59 AM
  37. 37. Example of Reputation Management for a Successful website -1 08:59 AM
  38. 38. Example of Reputation Management for a Successful website -2 08:59 AM
  39. 39. Example of Reputation Management for a Successful website -3 08:59 AM
  40. 40. Online Strategy of a Successful website <ul><li>Architecture </li></ul><ul><li>Design </li></ul><ul><li>Content </li></ul><ul><li>Building Traffic </li></ul><ul><li>Analytics / Conversion / Usability </li></ul><ul><li>Brand / Reputation Management </li></ul><ul><li>Hard Work </li></ul>08:59 AM
  41. 41. Hard work and Budget for a Successful website 08:59 AM <ul><li>Tell Everyone </li></ul><ul><li>Industry </li></ul><ul><li>Friends </li></ul><ul><li>Family </li></ul><ul><li>Social Networks </li></ul><ul><li>Brainstorm daily / weekly </li></ul><ul><li>What are your competitors doing? </li></ul><ul><li>How can you improve? </li></ul><ul><li>What’s new? </li></ul><ul><li>Management </li></ul><ul><li>Successfully manage, changes, notes etc. </li></ul><ul><li>People Management </li></ul><ul><li>Outsource Management </li></ul><ul><li>Budget </li></ul><ul><li>Use money wisely </li></ul><ul><li>Sometimes you have to Gamble to get to the next stage </li></ul><ul><li>Just because you cannot track the R.O.I on one form of marketing, doesn’t mean it’s not helping towards the greater good! </li></ul>
  42. 42. Conclusion 08:59 AM
  43. 43. Conclusions for a Successful website <ul><li>In brief, the action points for any company to survive online are through: </li></ul><ul><li>Correct planning and preparation, sourcing the market </li></ul><ul><li>User friendly website </li></ul><ul><li>Search engine friendly website </li></ul><ul><li>High converting website </li></ul><ul><li>Build traffic from various sources, organic, paid and affiliated sources </li></ul><ul><li>Constantly monitor on how improvements can be made </li></ul><ul><li>Keep up to date with modern technologies </li></ul><ul><li>Hard work, Hard work, Hard work! </li></ul>08:59 AM
  44. 44. Brain Storm of a Successful website 08:59 AM
  45. 45. Questions? <ul><li>.... </li></ul><ul><li>... </li></ul><ul><li>.. </li></ul><ul><li>. </li></ul>08:59 AM
  46. 46. Further Information <ul><li>www.justsearching.co.uk </li></ul><ul><li>www.seomad.com </li></ul>08:59 AM