7 Web Design Tips to Boost SEO & Lead Generation

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7 Web Design Tips to Boost SEO & Lead Generation

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Does your business have online curb appeal? If a user doesn’t grasp what you offer in the first 2 seconds, they’ll move on. If the call to action isn’t prominent and compelling, you’ll miss your......

Does your business have online curb appeal? If a user doesn’t grasp what you offer in the first 2 seconds, they’ll move on. If the call to action isn’t prominent and compelling, you’ll miss your opportunity to draw visitors into your pipeline. Enhance the lead generation capabilities of your website by implementing a redesign that simultaneously integrates SEO as well as insights from behavioral psychology.

We’ll introduce Webmarketing123’s S.T.A.C.K. methodology for boosting the SEO value of your website. We’ll cover the need-to-know elements of successful website design for SEO, in a tactical but not over-technical exploration, using the light-hearted metaphor of Disney's 7 Dwarves.

Attendees will learn how to avoid, for example:
• Sleepy slow page load times that Google now penalizes for
• Sneaky tactics that make Google Grumpy
• Dopey quick fixes that undermine long term results

Webmarketing123 is a Bay-Area Digital Marketing Agency. Our distinctive approach: pair a metrics-rich methodology with an understanding of our clients’ unique business goals and challenges. We combine a deep expertise across industry verticals, smart use of automation, and efficient use of analytics to inform data-driven decision-making. At Webmarketing123, each client has a dedicated team employing Search Engine Optimization (SEO), Pay Per Click (PPC) advertising, and/or Social Media Marketing (SMM) to create remarkable, results-driven marketing programs.

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  • 1. 7 Web Design Tips to Boost SEO & Lead Gen Today’s Host: With help from: Sleepy Happy Grumpy Bashful Sneezy Doc Travis Low, General Manager Dopey webmarketing123 facebook.com/webmarketing123 @webmarketing123 #wm123
  • 2. •  Founded in 2004 •  Proprietary Attribution Tool•  Custom KPI-based Scorecards •  120+ Clients @Webmarketing123 #wm123
  • 3. Some Practical Matters  Are the slides available? Yes! Just email seo@webmarketing123.com  Connect with us! @webmarketing123 We’re live tweeting webinar highlights. facebook.com/webmarketing123  Want to learn more? Request a Complimentary SEO Assessment Today. @Webmarketing123 #wm123
  • 4. Today’s Webinar Slow-loading pages bore users Google rewards high quality and impact ranking. content, especially if arranged in this S.T.A.C.K. Sleepy Happy Be disciplined and rigorous. Avoid careless errors. Dopey Don’t be Bashful; tell your story & provide a clear call to action. These mistakes are nothing to sneeze at & may impact yourBashful ranking. Sneezy Diagnose these technical issues that can impact your ranking. These mistakes will impact your Doc search ranking. Grumpy @webmarketing123
  • 5. Happy If your aim is to make users AND Google happy, provide well-organized and high quality content. @webmarketing123
  • 6. Optimize your website according to this S.T.A.C.K., starting from the bottom.Happy @webmarketing123
  • 7. Happy @webmarketing123
  • 8. Write for the reader, and incorporate keywords. Google analyzes for bothHappy relevance and quality, for each keyword! Visible to Users Visible only to Google e.g. Page Title, Descriptive Text e.g. meta description, image alt text @webmarketing123
  • 9. Happy @webmarketing123
  • 10. How Do Search Spiders Crawl Your Site? They follow links to get from page to pageHappy Data Center @webmarketing123
  • 11. Men’s Shoes Women’s Shoes Happy Kids’ Shoes Women’s Boots • Thematically group pages around keywords. • Link pages within the same groups to further strengthen the theme. • Reduce the click-depth required to reach the majority of your site’s pages. @webmarketing123
  • 12. Taxonomy and Architecture work togetherHappy naming organization & internal linking @webmarketing123
  • 13. Happy URLs Use all “naming” fields to the fullest. @webmarketing123
  • 14. Happy Use all “naming” fields to the fullest. @webmarketing123
  • 15. Happy Page Titles <title>Shoes, Clothing, and More | Zappos.com </title>! Use all “naming” fields to the fullest. @webmarketing123
  • 16. Happy Page Titles <title>Shoes, Clothing, and More | Zappos.com </title>! <meta name="description" content="Free shipping BOTH ways on MetaText shoes, clothing, and more! 365-day return policy, over 1000 brands, 24/7 friendly customer service. 1-800-927-7671" />! Use all “naming” fields to the fullest. @webmarketing123
  • 17. Ranking is affected by Social Media mentions and sentimentHappy @webmarketing123
  • 18. Ranking is affected by Social Media mentions and sentiment Bing: “We do look at the social authority of a user”.Happy Google: “Yes we do compute and use author quality as a signal.” From Danny Sullivan’s Dec 2010 Q & A with Google & Bing Just as Google’s Pagerank measures how authoritative a web page is deemed to be, Search Engines also calculate the social authority of people, and give more or less value to social media mentions. We believe that social signals will increasingly influence organic search results, as Google & Bing increasingly seek to deliver fresh or recent results. @webmarketing123
  • 19. Ranking is affected by Social Media mentions and sentimentHappy Encourage Social Media bookmarking by installing Share buttons and creating engaging & share-worthy content. @webmarketing123
  • 20. Live,Google-ReadableFeeds @webmarketing123
  • 21. Ranking is affected by Social Media mentions and sentimentHappy Google’s +1 Button impacts your Ranking And the social annotations garner more clicks than they would otherwise @webmarketing123
  • 22. Ranking is affected by Social Media mentions and sentiment Search Plus Your World: shown to users logged into Google Happy @webmarketing123
  • 23. If your aim is to make users AND Google happy, provide well-organized and high quality content.Happy @webmarketing123
  • 24. Bashful Don’t be Bashful... tell your story! There’s no use directing visitors to your website if they can’t figure out what you offer and what you want them to do... @webmarketing123
  • 25. Assign Visual PriorityBashful Primary Objective Major Objective Minor Objectives @webmarketing123
  • 26. Provide a clear call to actionSkype succinctly describes the benefits of their service @webmarketing123
  • 27. Provide a clear call to action @webmarketing123
  • 28. Use active language (and not “submit”) Consider sweetening the deal @webmarketing123
  • 29. Reduce the Number of Steps required @webmarketing123
  • 30. What do YOU think ofthese next few websites? @webmarketing123
  • 31. Think like a Doctor and diagnose any technical issues.Doc @webmarketing123
  • 32. Think like a Doctor and diagnose any technical issues.Doc • When changing URLs, use only 301 (“permament”)redirects to conserve SEO value. @webmarketing123
  • 33. Think like a Doctor and diagnose any technical issues.Doc • When changing URLs, use only 301 (“permament”)redirects to conserve SEO value.• Ensure sitemaps and robots.txt are configured. @webmarketing123
  • 34. Think like a Doctor and diagnose any technical issues.Doc • When changing URLs, use only 301 (“permament”)redirects to conserve SEO value.• Ensure sitemaps and robots.txt are configured.• Monitor for and fix crawl errors @webmarketing123
  • 35. • Use a modern content management system (CMS) that allows for customization of posts, and contentDoc creation by many users. @webmarketing123
  • 36. • Use a modern content management system (CMS) that allows for customization of posts, and content Doc creation by many users.Most popular: 50%+ 9%+ 7%+ % of top million websites using a CMS. Source: W3Techs.com @webmarketing123
  • 37. Slow loading pages cause users to bounceSleepy @webmarketing123
  • 38. Slow loading pages cause users to bounceSleepy • Excessive use of flash @webmarketing123
  • 39. Slow loading pages cause users to bounceSleepy • Excessive use of flash• Avoid inline CSS and Javascript @webmarketing123
  • 40. Slow loading pages cause users to bounceSleepy • Excessive use of flash• Avoid inline CSS and Javascript• Code Errors @webmarketing123
  • 41. Be disciplined and rigorous. Avoid these careless errors.Dopey @webmarketing123
  • 42. Be disciplined and rigorous. Avoid these careless errors.Dopey • Transfer existing on-page optimization - Alt tags, title tags, headers @webmarketing123
  • 43. Be disciplined and rigorous. Avoid these careless errors.Dopey • Transfer existing on-page optimization - Alt tags, title tags, headers• Avoid Spelling & Grammar mistakes @webmarketing123
  • 44. Be disciplined and rigorous. Avoid these careless errors.Dopey • Transfer existing on-page optimization - Alt tags, title tags, headers• Avoid Spelling & Grammar mistakes• Don’t optimize for keywords which won’t convert, orwhich are not realistic to place highly for. @webmarketing123
  • 45. These WILL impact your ranking, so they are nothing to sneeze at.Sneezy @webmarketing123
  • 46. These may impact your ranking, so they are nothing to sneeze at.Sneezy • Keyword Stuffing: Write for humans. @webmarketing123
  • 47. These may impact your ranking, so they are nothing to sneeze at.Sneezy • Keyword Stuffing: Write for humans.• Excessive use of flash, frames, and other “spider-stoppers” @webmarketing123
  • 48. These may impact your ranking, so they are nothing to sneeze at.Sneezy • Keyword Stuffing: Write for humans.• Excessive use of flash, frames, and other “spider-stoppers”• >5 Outbound links without a “no-follow” tag @webmarketing123
  • 49. Don’t make Google Grumpy - Know the guidelines to avoid penalties. Grumpy • Invisible text (e.g. white text on a white background) @webmarketing123
  • 50. Don’t make Google Grumpy - Know the guidelines to avoid penalties. Grumpy • Invisible text (e.g. white text on a white background) • Pages with identical content e.g. http://www.mysite.com/solutions/ http://www.mysite.com/solutions http://www.mysite.com/solutions/index.html @webmarketing123
  • 51. Don’t make Google Grumpy - Know the guidelines to avoid penalties. Grumpy • Invisible text (e.g. white text on a white background) • Pages with identical content e.g. http://www.mysite.com/solutions/ http://www.mysite.com/solutions http://www.mysite.com/solutions/index.html • Ads above the fold @webmarketing123
  • 52. Don’t make Google Grumpy - Know the guidelines to avoid penalties. Grumpy • Invisible text (e.g. white text on a white background) • Pages with identical content e.g. http://www.mysite.com/solutions/ http://www.mysite.com/solutions http://www.mysite.com/solutions/index.html • Ads above the fold• Overoptimization: the same metatext on every page. @webmarketing123
  • 53. Today’s Webinar Slow-loading pages bore users Google rewards high quality and impact ranking. content, especially if arranged in this S.T.A.C.K. Sleepy Happy Be disciplined and rigorous. Avoid careless errors. Dopey Don’t be Bashful; tell your story & provide a clear call to action. These mistakes are nothing to sneeze at & may impact yourBashful ranking. Sneezy Diagnose these technical issues that can impact your ranking. These mistakes will impact your Doc search ranking. Grumpy @webmarketing123
  • 54. What can you gain from speaking with one of our analysts? Social Media Audit Take a hard look at your competitors ‘Cost of the Problem’ Analysis Compare digital strategies Request a Consultation: seo@webmarketing123.com bit.ly/wm123seo Connect with the Hosts: Travis.L@webmarketing123.com Mike.T@webmarketing123.com webmarketing123 facebook.com/webmarketing123 @webmarketing123 #wm123