10 Easy Ways to Take YourWebsite from Good to Great       October 1, 2012
House Rules• Interrupt me  – No, really. It’s OK.• Ask questions• Something specific?  – I’ll stick around after• Copious ...
Sorry.
More like:
Analytics
Analytics Is Not      20%                  35%   Neat!                        Pretty Neat                        Somewhat ...
Defining AnalyticsIt’s About Us:• What are we trying   to accomplish?• Have we been   successful to date?• Is success with...
Defining AnalyticsIt’s About Them:• Who are our best   customers?• To what are they   likely to respond?• What resonates  ...
The Only Two Questions:          Why?       So What?
10
11
“Failure isnotfatal, butfailure tochangemight be.”          12
Way Finding
Patience on theWeb
Short Term Memory        7       2                    17
Tips for Way FindingAllow visitors to determine navigation priorityYOUR NAVIGATION SAYS:   YOUR ANALYTICS SAYS:•   About U...
Tips for Way FindingAllow visitors to know where they are and  get back easily• Show State  AVAILABLE   AVAILABLE   AVAILA...
Tips for Way FindingStart using (and tracking) site search• Functionality is familiar• Use insights to build relevance• ht...
Tips for Way FindingShow visitors what’s next…“YOU’LL ALSO LIKE”   ALWAYS BE CLOSING                                      ...
The Website Usability Bible                              22
Responsiveness
State of Mobile                  Source: Morgan Stanley   25
State of Mobile                  Source: Google   26
Responsive Design    Desktop     Tablet   Mobile                             27
You Have OptionsResponsive Design• 1 Web Address,  No Duplication• Site morphs based on devicePRO• Easy & cheap to maintai...
You Have OptionsDynamic Serving• 1 Web Address,  No Duplication• Content/experience changes based on  devicePRO• Better mo...
You Have OptionsParallel Mobile Site• 2 Separate Sites:  1 Mobile, 1 DesktopPRO• Easy implementationCON• Must make content...
SEO
Share of Search                4%          13%                           Google                           Bing    16%     ...
How Organic Search Works                           33
Some Rules Still Apply         Content   Links              Design                           34
Pages = Destinations• From One Person to Another     – Home Page is Most Likely Destination                               ...
Pages = Destinations• From “The Google”       – Every Page is a Possible Entry Point                                      ...
Tools of the Trade• Find Keywords  – “google keyword tool”• Implement Keywords                            37
Keywords• Where does one place them?  – Page Titles    • Once : Limit 64 Characters  – Meta Descriptions    • 1-2 Times : ...
Google Algorithm Updates• Good News: No more writing for robots                                          39
Content Planning
Bricks vs. Feathers• What weighs more:  – 5 lbs of bricks?  – 5 lbs of feathers?                         41
Bricks vs. FeathersContent Type              Bricks           FeathersDefinition             Productions      Posts & Snip...
Content Planning Triangle              SEARCHING     ACTING               TALKING                                    43
Content Triangle in Practice                               44
Content Planning Tools• Evernote& Scrivener  – Organize ideas by    production  – Collaborative    contribution & editing ...
Content Planning Tools• Create a content editorial calendar  – Manage multiple content    types, campaigns, people  – Coll...
Content for Hire                   • Plan and schedule                     content                   • Find writers and   ...
Content Promotion
New Challenge/Opportunity                            49
Content Amplification• Phase 1: Standard Promotion Protocol  – Relevant promotion vehicles  – Monitor results• Phase 2: Re...
51
Ludicrous Speed Examples• Give content greater priority on the  website• Feature content in email newsletters• Re-run on s...
More Ludicrous SpeedExamples• Call on fans, partners & influencers to  share• Promote via display ads• Guest blog• Employ ...
Social
She’ll love you                  55back
Maintaining Activity• Choose wisely Venue       Awareness   Action   Loyalty Facebook         X        X        X Twitter ...
Maintaining Activity• Create a social media editorial calendar  M      T     W      T      F     Sa        Su             ...
Work Smarter, Not Harder• Facebook & Twitter EffectivenessFACEBOOK ENGAGEMENT BY POST TYPE   TOOLS FOR MAXIMIZING TWITTER ...
Allow Visitors to Share• Utilize social sharing tools and plugins  – ShareThis  – AddThis  – Countless Plugins  – Don’t fo...
Maintaining Activity• It’s about more than traffic & followers                     August 2012                            ...
Video
Why Video is Important• People remember:                         62
Why Video is Important• The top search engines:  #1                    #2                             63
Keywords for Google Search• Where does one place them?  – Page Titles    • Once : Limit 64 Characters  – Meta Descriptions...
Keywords for Video Search• Where does one place them?  – Video Titles     • Use Keyword Once  – Video Descriptions     • P...
Video Content Options & Tips•   Webcasts•   Interviews•   Customer/Reader Responses•   Tours or Demonstrations• Tips    – ...
Email Automation
Build Your List                  68
Immediate Gratification                          69
Welcome Emails• Special time when everything is new• Ask to be whitelisted• Offer a special incentive• Set expectations• C...
Be Relevant              71
Building Relevance• Ask them:                     72
Building Relevance• Watch them:  Fishing Trips Near                       CLICK    Outdoors     Kansas City     Unbelieva...
Experiments
“A player who makes a team great is much more valuable than a great player.”                               75
Test Everything  Message | Creative | Call to Action Ad Specs | Venue | Location | Daypart                                ...
77
Tools for Testing                    78
Tools for Testing USERTESTING.COM                    79
Questions?• Chris Sietsema• Chris@TeachtoFishDigital.com• 480.389.5435• slideshare.net/sietsema                           ...
10 Easy Ways to Take Your Website from Good to Great
10 Easy Ways to Take Your Website from Good to Great
10 Easy Ways to Take Your Website from Good to Great
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10 Easy Ways to Take Your Website from Good to Great

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Presentation given at the IRMA Conference in October 2012. Covers methods to improve website effectiveness including usability, search engine optimization, email automation, social sharing, content planning and more. From @sietsema.

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  • Alex & Chad
  • http://www.emarketer.com/Article.aspx?R=1009296
  • 10 Easy Ways to Take Your Website from Good to Great

    1. 1. 10 Easy Ways to Take YourWebsite from Good to Great October 1, 2012
    2. 2. House Rules• Interrupt me – No, really. It’s OK.• Ask questions• Something specific? – I’ll stick around after• Copious note takers can relax: – slideshare.net/sietsema – hello@teachtofishdigital.co m – @sietsema 2
    3. 3. Sorry.
    4. 4. More like:
    5. 5. Analytics
    6. 6. Analytics Is Not 20% 35% Neat! Pretty Neat Somewhat Neat 17% Not Neat at All 28% 6
    7. 7. Defining AnalyticsIt’s About Us:• What are we trying to accomplish?• Have we been successful to date?• Is success within reach?• What needs to happen to improve? 7
    8. 8. Defining AnalyticsIt’s About Them:• Who are our best customers?• To what are they likely to respond?• What resonates with them?• Are there others we should consider? 8
    9. 9. The Only Two Questions: Why? So What?
    10. 10. 10
    11. 11. 11
    12. 12. “Failure isnotfatal, butfailure tochangemight be.” 12
    13. 13. Way Finding
    14. 14. Patience on theWeb
    15. 15. Short Term Memory 7 2 17
    16. 16. Tips for Way FindingAllow visitors to determine navigation priorityYOUR NAVIGATION SAYS: YOUR ANALYTICS SAYS:• About Us • Travel Guide• Subscribe • Things to Do• Places to Go • Places go Go• Things to Do • About Us• Travel Guide • Subscribe 18
    17. 17. Tips for Way FindingAllow visitors to know where they are and get back easily• Show State AVAILABLE AVAILABLE AVAILABLE ACTIVE AVAILABLE• Bread Crumb Navigation – Food >> Dining >> Seafood >>Scoma’s 19
    18. 18. Tips for Way FindingStart using (and tracking) site search• Functionality is familiar• Use insights to build relevance• http://www.google.com/cse/• Test effectiveness 20
    19. 19. Tips for Way FindingShow visitors what’s next…“YOU’LL ALSO LIKE” ALWAYS BE CLOSING 21
    20. 20. The Website Usability Bible 22
    21. 21. Responsiveness
    22. 22. State of Mobile Source: Morgan Stanley 25
    23. 23. State of Mobile Source: Google 26
    24. 24. Responsive Design Desktop Tablet Mobile 27
    25. 25. You Have OptionsResponsive Design• 1 Web Address, No Duplication• Site morphs based on devicePRO• Easy & cheap to maintainCON• Less focus on mobile experience 28
    26. 26. You Have OptionsDynamic Serving• 1 Web Address, No Duplication• Content/experience changes based on devicePRO• Better mobile experienceCON• Technical complexity• Higher maintenance cost 29
    27. 27. You Have OptionsParallel Mobile Site• 2 Separate Sites: 1 Mobile, 1 DesktopPRO• Easy implementationCON• Must make content updates twice• Content duplication risk 30
    28. 28. SEO
    29. 29. Share of Search 4% 13% Google Bing 16% Yahoo Who Cares 67% 32
    30. 30. How Organic Search Works 33
    31. 31. Some Rules Still Apply Content Links Design 34
    32. 32. Pages = Destinations• From One Person to Another – Home Page is Most Likely Destination Home Company Products Promotions Rewards Jerky &Partnerships Sponsorships History Jerky Brisket Outdoor Gear Brisket 35
    33. 33. Pages = Destinations• From “The Google” – Every Page is a Possible Entry Point Home Company Products Promotions Rewards Jerky &Partnerships Sponsorships History Jerky Brisket Outdoor Gear Brisket 36
    34. 34. Tools of the Trade• Find Keywords – “google keyword tool”• Implement Keywords 37
    35. 35. Keywords• Where does one place them? – Page Titles • Once : Limit 64 Characters – Meta Descriptions • 1-2 Times : Limit 155 Characters – Meta Keywords • Repeat every word in Title and separate with commas – Headlines, HTML Text & Alt Tags • H1 tags if possible 38
    36. 36. Google Algorithm Updates• Good News: No more writing for robots 39
    37. 37. Content Planning
    38. 38. Bricks vs. Feathers• What weighs more: – 5 lbs of bricks? – 5 lbs of feathers? 41
    39. 39. Bricks vs. FeathersContent Type Bricks FeathersDefinition Productions Posts & SnippetsPositioning “Thought Leader” “News Maker”Time Requirement Days & Weeks Minutes & Hours Relentless EffortPotential Downside Opportunity Cost Required 42
    40. 40. Content Planning Triangle SEARCHING ACTING TALKING 43
    41. 41. Content Triangle in Practice 44
    42. 42. Content Planning Tools• Evernote& Scrivener – Organize ideas by production – Collaborative contribution & editing – Develop stories and bricks as a team – Accessible via desktop, mobile or tablet 45
    43. 43. Content Planning Tools• Create a content editorial calendar – Manage multiple content types, campaigns, people – Collaborate to create new content & brainstorm promotion plans 46
    44. 44. Content for Hire • Plan and schedule content • Find writers and artists to create new compelling material • Transact and edit • Build a team of content producers for ongoing projects 47
    45. 45. Content Promotion
    46. 46. New Challenge/Opportunity 49
    47. 47. Content Amplification• Phase 1: Standard Promotion Protocol – Relevant promotion vehicles – Monitor results• Phase 2: Release the Hounds! (optional) – Apply to trending content – Give content extra momentum – Budget accordingly 50
    48. 48. 51
    49. 49. Ludicrous Speed Examples• Give content greater priority on the website• Feature content in email newsletters• Re-run on social media venues 52
    50. 50. More Ludicrous SpeedExamples• Call on fans, partners & influencers to share• Promote via display ads• Guest blog• Employ social advertising 53
    51. 51. Social
    52. 52. She’ll love you 55back
    53. 53. Maintaining Activity• Choose wisely Venue Awareness Action Loyalty Facebook X X X Twitter X X X YouTube X x Pinterest X X X LinkedIn X x Google+ X X X 56
    54. 54. Maintaining Activity• Create a social media editorial calendar M T W T F Sa Su 57
    55. 55. Work Smarter, Not Harder• Facebook & Twitter EffectivenessFACEBOOK ENGAGEMENT BY POST TYPE TOOLS FOR MAXIMIZING TWITTER LinkStatus Video Photo + February 2012 58
    56. 56. Allow Visitors to Share• Utilize social sharing tools and plugins – ShareThis – AddThis – Countless Plugins – Don’t forget email 59
    57. 57. Maintaining Activity• It’s about more than traffic & followers August 2012 60
    58. 58. Video
    59. 59. Why Video is Important• People remember: 62
    60. 60. Why Video is Important• The top search engines: #1 #2 63
    61. 61. Keywords for Google Search• Where does one place them? – Page Titles • Once : Limit 64 Characters – Meta Descriptions • 1-2 Times : Limit 155 Characters – Meta Keywords • Repeat every word in Title and separate with commas 64
    62. 62. Keywords for Video Search• Where does one place them? – Video Titles • Use Keyword Once – Video Descriptions • Provide keyword-rich text • Link to back to website & relevant content – Video Tags • Use every keyword in tags • No limit, but keep it relevant – Use YouTube Keyword Tool - http://goo.gl/g7mU 65
    63. 63. Video Content Options & Tips• Webcasts• Interviews• Customer/Reader Responses• Tours or Demonstrations• Tips – Create a series – Use consistent open and close elements – Include real people  be human – Include YouTube Annotations – Embed on the website 66
    64. 64. Email Automation
    65. 65. Build Your List 68
    66. 66. Immediate Gratification 69
    67. 67. Welcome Emails• Special time when everything is new• Ask to be whitelisted• Offer a special incentive• Set expectations• Collect additional data 70
    68. 68. Be Relevant 71
    69. 69. Building Relevance• Ask them: 72
    70. 70. Building Relevance• Watch them: Fishing Trips Near CLICK  Outdoors Kansas City Unbelievable CLICK  Barbecue Food HOTEL SPECIAL: Hawthorne Suites – CLICK  Discounts Overland Park 73
    71. 71. Experiments
    72. 72. “A player who makes a team great is much more valuable than a great player.” 75
    73. 73. Test Everything Message | Creative | Call to Action Ad Specs | Venue | Location | Daypart 76
    74. 74. 77
    75. 75. Tools for Testing 78
    76. 76. Tools for Testing USERTESTING.COM 79
    77. 77. Questions?• Chris Sietsema• Chris@TeachtoFishDigital.com• 480.389.5435• slideshare.net/sietsema 80
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