0
The 30 Minute
Website Audit
Using Google to Make
Your Website More
Effective
Hashtag: #Connect30
About WebLink
We are an Indianapolis-based SaaS company, established in 1996 and we are one
of the leading software provid...
About WebLink
• Association Management
Software
• Website Design &
Development
•
Non-Dues Revenue Programs
•
Partner in Yo...
About Benji Craig
• Senior Website Designer
with WebLink since 2000
• Passion for anything
related to passion fruit,
techn...
The 30 Minute Website Audit
Using Google to Make Your Website
More Effective
Hashtag: #Connect30
Whyshould we care
about Google?
Google Websites - Web Search Data
comScore Releases March 2014 U.S. Search Engine Rankings
HOW DOES
GOOGLE.COM
WORK?
SPIDER
S
crawl the web
Gigabyte =
1Billion
• Spell Correction
• Auto Complete
• Synonyms Finder
• Query Understanding
• Google Instant
• Search Methods
GOOGLE WRITES...
What are you looking for?
• Rabit
• Rab...
• Bunny
• Little animals
that like
carrots
200
QUESTIONS
Indiana Mineral Aggregates
Association
The purpose of the Indiana Mineral
Aggregates Association is to solve
common proble...
Don't Tip the Scales
Brand Search
Anatomy of Search
Results
Site Index
Linking
The Website Audit Checklist
Keyword Researc...
• Use Google Chrome
• Non-Personalized
Search
• Go Incognito
Don’t Tip
THE SCALES
• Use Google Chrome
• Non-Personalized
Search
• Go Incognito
Don’t Tip
THE SCALES
Don't Tip the Scales
Brand Search
Anatomy of Search
Results
Site Index
Linking
The Website Audit Checklist
Keyword Researc...
Brand Search
& ANATOMY
OF SEARCH RESULTS
GOOD
BAD
NEUTRAL
Don't Tip the Scales
Brand Search
Anatomy of Search
Results
Site Index
Linking
The Website Audit Checklist
Keyword Researc...
GOOD
BAD
NEUTRAL
Don't Tip the Scales
Brand Search
Anatomy of Search
Results
Site Index
Linking
The Website Audit Checklist
Keyword Researc...
GOOD
BAD
NEUTRAL
Don't Tip the Scales
Brand Search
Anatomy of Search
Results
Site Index
Linking
The Website Audit Checklist
Keyword Researc...
Non-Brand Search
WHAT YOU SHOULD
BE FOCUSING ON
What are
aggregates?
Keyword Research
Find out what is being
searched within your
brand - Full Brand
Name, Company
Staff,
Location, etc.
Keyword Research
Chip away at your
brand to find core
keyword targets.
Keyword Research
Learn your ABCs.
Don't Tip the Scales
Brand Search
Anatomy of Search
Results
Site Index
Linking
The Website Audit Checklist
Keyword Researc...
Keyword Planner Tool
Use the Keyword
Planner to get
keyword ideas and
traffic estimates.
Keyword Planner Tool
Individual keywords
are as tough as
concrete to rank for,
but group ideas are a
much better building
...
Don't Tip the Scales
Brand Search
Anatomy of Search
Results
Site Index
Linking
The Website Audit Checklist
Keyword Researc...
Advanced Google Search
Individual keywords
are as tough as
concrete to rank for,
but group are a much
better building
stra...
Advanced Google Search -
Segmentation
Start to trim down
exactly how Google
sees your content.
Advanced Google Search
Advanced Google Search - File Type:
PDF
Different forms of
content might help
your website be
found.
Advanced Google Search - File Type:
Image
Developing photos
and graphic images is
a great way to
diversify your website
co...
Don't Tip the Scales
Brand Search
Anatomy of Search
Results
Site Index
Linking
The Website Audit Checklist
Keyword Researc...
Bounce Rate
HOW TO MEASURE
IT PROPERLY
Bounce Rate
HOW TO MEASURE
IT PROPERLY
Bounce Rate
Look at your bounce on individual
pages, not by the average of the
entire website.
Coming Up: 3 Questions
WebLink Recap:
AN INTEGRATED SOLUTION
• ONE web-based
centralized database
• Prospects, members, non-
members and all reps...
CMS Select – Website Management
Tool
• Simple to drag and drop
content
• Responsive website
design
• Automatically adjusts...
3 Questions
Please answer these to receive a copy of the
presentation.
The 30 Minute Website Audit - Using Google to Make Your Website More Effective
The 30 Minute Website Audit - Using Google to Make Your Website More Effective
The 30 Minute Website Audit - Using Google to Make Your Website More Effective
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The 30 Minute Website Audit - Using Google to Make Your Website More Effective

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Are you using the wealth of data that Google provides to maintain and enhance your website? Are you overwhelmed with all of the data and don't even know where to start?

In this quick 30 minute website audit, Benji Craig, Senior Website Designer at WebLink International, will give you simple tips for using Google and its various tools to better understand what information they maintain on your website and how you can use it to your advantage. We’ll show you how you can leverage this information to make improvements, increase traffic and bring more value to you and your members.

You’ll learn the following in this webinar:
- A brief understanding of how Google.com works and why that’s important.
- How Google reads your website content and what they think is most valuable.
- How to use Google tools to find out what content you should be building on your website.
- Why your brand isn’t as important to your website success as you think.

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  • 94% customer retention rate
  • According to comScore data from the March 2014 U.S. Search Engine Rankings - Google websites handle almost 70% of web searches (67.5%). Reviewing WebLink website traffic sources, we see that most association and membership-based websites are getting 60-80% of their website traffic from search.

    Obviously, these trends might not match up to your analytical data, but that might just mean there is a lot content to bake!
  • Google sends spiders or ‘GoogleBot’ to crawl the web starting on a few pages and following the links on those pages. These data collecting spiders send back information to Google in the turn of over 100 million gigabytes of information.
  • The Google algorithms (or programs) have been developed to give you the best results possible - no matter the situation. Pretend this is the grand master Bobby Fischer-like champion of card catalog, but they only need 1 - most of the time anyway.
  • Spell Correction
    Auto Complete
    Synonyms Finder
    Query Understanding
    Google Instant
  • Google decides what to show you by asking THEMSELVES over
    - Domain Factors (age)
    - Page-Level Factors (what is the title or how fast speed did the page load)
    - Site-Level Factors (site architecture and server location)
    - Back Link Factors (# of links or value of the page linking to you)
    Other factors
  • Just to name a few things…. Streets, bridges, plates, glass, pencils, cereal and
  • - Use Google Chrome and you can help NOT have personalized search results.
  • - Create an Incognito tab for searching.


  • - Rabit
    - Rab...
    - Bunny
    - Little animals that like carrots
    -
  • Are you first? How many total results? Sub-Stack? Google+? Map? Hours? Reviews?
  • - The number of pages you have on your website doesn’t really matter. If you’re getting the messages across with the content you have and you’re addressing the users needs, then don’t worry about it. But if you’re interested in website growth and adding more value to your membership, then you might want to develop new pages.
    - The title, short description of each snippet should persuade the user that - yes - this is the content I’m looking for.
  • - To determine if the number of links back to your website is good, you should do some competitive analysis to do this same task on their domain.
    - You want to get relevant domains within your industry to link to you.
    - Also, you can compare this data to that found in referring sources of Google Analytics.
  • -

    - Rabit
    - Rab...
    - Bunny
    - Little animals that like carrots
    -
  • -

    - Rabit
    - Rab...
    - Bunny
    - Little animals that like carrots
    -
  • -

    - Rabit
    - Rab...
    - Bunny
    - Little animals that like carrots
    -
  • - Knowing that it’s Google’s mission to give everyone the most relevant search results, it would make sense that auto-suggestions would frequently searched terms.
  • - Knowing that it’s Google’s mission to give everyone the most relevant search results, it would make sense that auto-suggestions would frequently searched terms.
  • - Where is your brand?
  • - Very straightforward process, but you can start to combine the method discussed earlier (Domain, Exact words, None, etc.)
  • Search results
  • - Very straightforward process, but you can start to combine the method discussed earlier (Domain, Exact words, None, etc.)
  • Search results
  • Search results
  • - No, we’re not talking about that bounce rate...
    Photo Credit: https://www.flickr.com/photos/vblibrary/4642470837/
  • - No, we’re not talking about that bounce rate...
    Photo Credit: https://www.flickr.com/photos/vblibrary/4642470837/
  • - No, we’re not talking about that bounce rate...
    Photo Credit: https://www.flickr.com/photos/vblibrary/4642470837/
  • Transcript of "The 30 Minute Website Audit - Using Google to Make Your Website More Effective"

    1. 1. The 30 Minute Website Audit Using Google to Make Your Website More Effective Hashtag: #Connect30
    2. 2. About WebLink We are an Indianapolis-based SaaS company, established in 1996 and we are one of the leading software provider to business associations and chambers of commerce.
    3. 3. About WebLink • Association Management Software • Website Design & Development • Non-Dues Revenue Programs • Partner in Your Success
    4. 4. About Benji Craig • Senior Website Designer with WebLink since 2000 • Passion for anything related to passion fruit, technology, sports and movies • Married for 17 years • Owner 2 wonderful boys
    5. 5. The 30 Minute Website Audit Using Google to Make Your Website More Effective Hashtag: #Connect30
    6. 6. Whyshould we care about Google?
    7. 7. Google Websites - Web Search Data comScore Releases March 2014 U.S. Search Engine Rankings
    8. 8. HOW DOES GOOGLE.COM WORK?
    9. 9. SPIDER S crawl the web
    10. 10. Gigabyte = 1Billion
    11. 11. • Spell Correction • Auto Complete • Synonyms Finder • Query Understanding • Google Instant • Search Methods GOOGLE WRITES PROGRAMS TO GIVE YOU THE BEST RESULTS
    12. 12. What are you looking for? • Rabit • Rab... • Bunny • Little animals that like carrots
    13. 13. 200 QUESTIONS
    14. 14. Indiana Mineral Aggregates Association The purpose of the Indiana Mineral Aggregates Association is to solve common problems of the Indiana aggregate producing industry.
    15. 15. Don't Tip the Scales Brand Search Anatomy of Search Results Site Index Linking The Website Audit Checklist Keyword Research Keyword Planner Tool Advanced Search Search Other Media Bounce Rate Hashtag: #Connect30
    16. 16. • Use Google Chrome • Non-Personalized Search • Go Incognito Don’t Tip THE SCALES
    17. 17. • Use Google Chrome • Non-Personalized Search • Go Incognito Don’t Tip THE SCALES
    18. 18. Don't Tip the Scales Brand Search Anatomy of Search Results Site Index Linking The Website Audit Checklist Keyword Research Keyword Planner Tool Advanced Search Search Other Media Bounce Rate Hashtag: #Connect30
    19. 19. Brand Search & ANATOMY OF SEARCH RESULTS
    20. 20. GOOD BAD NEUTRAL
    21. 21. Don't Tip the Scales Brand Search Anatomy of Search Results Site Index Linking The Website Audit Checklist Keyword Research Keyword Planner Tool Advanced Search Search Other Media Bounce Rate Hashtag: #Connect30
    22. 22. GOOD BAD NEUTRAL
    23. 23. Don't Tip the Scales Brand Search Anatomy of Search Results Site Index Linking The Website Audit Checklist Keyword Research Keyword Planner Tool Advanced Search Search Other Media Bounce Rate Hashtag: #Connect30
    24. 24. GOOD BAD NEUTRAL
    25. 25. Don't Tip the Scales Brand Search Anatomy of Search Results Site Index Linking The Website Audit Checklist Keyword Research Keyword Planner Tool Advanced Search Search Other Media Bounce Rate
    26. 26. Non-Brand Search WHAT YOU SHOULD BE FOCUSING ON What are aggregates?
    27. 27. Keyword Research Find out what is being searched within your brand - Full Brand Name, Company Staff, Location, etc.
    28. 28. Keyword Research Chip away at your brand to find core keyword targets.
    29. 29. Keyword Research Learn your ABCs.
    30. 30. Don't Tip the Scales Brand Search Anatomy of Search Results Site Index Linking The Website Audit Checklist Keyword Research Keyword Planner Tool Advanced Search Search Other Media Bounce Rate Hashtag: #Connect30
    31. 31. Keyword Planner Tool Use the Keyword Planner to get keyword ideas and traffic estimates.
    32. 32. Keyword Planner Tool Individual keywords are as tough as concrete to rank for, but group ideas are a much better building strategy. (See what I did there?)
    33. 33. Don't Tip the Scales Brand Search Anatomy of Search Results Site Index Linking The Website Audit Checklist Keyword Research Keyword Planner Tool Advanced Search Search Other Media Bounce Rate Hashtag: #Connect30
    34. 34. Advanced Google Search Individual keywords are as tough as concrete to rank for, but group are a much better building strategy.
    35. 35. Advanced Google Search - Segmentation Start to trim down exactly how Google sees your content.
    36. 36. Advanced Google Search
    37. 37. Advanced Google Search - File Type: PDF Different forms of content might help your website be found.
    38. 38. Advanced Google Search - File Type: Image Developing photos and graphic images is a great way to diversify your website content.
    39. 39. Don't Tip the Scales Brand Search Anatomy of Search Results Site Index Linking The Website Audit Checklist Keyword Research Keyword Planner Tool Advanced Search Search Other Media Bounce Rate Hashtag: #Connect30
    40. 40. Bounce Rate HOW TO MEASURE IT PROPERLY
    41. 41. Bounce Rate HOW TO MEASURE IT PROPERLY
    42. 42. Bounce Rate Look at your bounce on individual pages, not by the average of the entire website.
    43. 43. Coming Up: 3 Questions
    44. 44. WebLink Recap: AN INTEGRATED SOLUTION • ONE web-based centralized database • Prospects, members, non- members and all reps in same system • Financials, events, email, committees, website, reporting
    45. 45. CMS Select – Website Management Tool • Simple to drag and drop content • Responsive website design • Automatically adjusts for any screen • Fully integrated database and website
    46. 46. 3 Questions Please answer these to receive a copy of the presentation.
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