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Your 2011 Website Optimization Plan

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Your 2011 Website Optimization Plan

  1. 1. Your 2011 Website Optimization Plan Feb. 11 th , 2011 Brody Dorland Allure New Media Jayme Thomason Allure New Media
  2. 2. Before We Get Started… <ul><li>Hosts: Jayme Thomason & Brody Dorland of Allure New Media </li></ul><ul><li>Follow us on Twitter: @allurenewmedia </li></ul><ul><li>Submit ?’s via Twitter: #allurewebinars </li></ul><ul><li>Presentation – 45 min. with 15 min. Q&A </li></ul>
  3. 3. 1. What Does Your Website Need to Accomplish? <ul><li>Build awareness? </li></ul><ul><li>Inform / educate? </li></ul><ul><li>Establish credibility? </li></ul><ul><li>Build community? </li></ul><ul><li>Generate leads / sales? </li></ul><ul><li>Other? </li></ul>
  4. 4. 2. How Will You Measure Success? <ul><li>Identify Key Metrics & Performance Indicators </li></ul><ul><li>Set Up Measurement Tools – Web Analytics, Social Media Monitoring </li></ul>
  5. 5. 3. Competitive Benchmarking <ul><li>Are you driving blind? </li></ul><ul><li>Site Index in Google – Google search “site:yourdomain.com” </li></ul><ul><li>Overall Site Traffic – www.Compete.com , Alexa.com </li></ul><ul><li>Website Performance – www.WebsiteGrader.com - example </li></ul>
  6. 6. 4. SEO / SEM Performance <ul><li>SEO/SEM Presence – www.Spyfu.com/kombat </li></ul><ul><li>Backlinks / Authority - http:// www.opensiteexplorer.org / </li></ul>
  7. 7. 5. Design & Content Benchmarking <ul><li>Design trends </li></ul><ul><li>Page Layout </li></ul><ul><li>Content Presentation </li></ul><ul><li>Functionality </li></ul><ul><li>Competitor promotions/offers </li></ul><ul><li>Purchase Process </li></ul><ul><li>Social Media Tools / Participation </li></ul>
  8. 8. 6. Homepage Optimization <ul><li>Unique Value Proposition - You have 4-7 seconds to answer… </li></ul><ul><ul><li>What do you do? </li></ul></ul><ul><ul><li>Why should I buy from you? </li></ul></ul><ul><li>Campaign Proposition – Present an Offer </li></ul><ul><li>Use clear headlines and “hooks” </li></ul><ul><ul><li>Validate their visit and get them engaged </li></ul></ul>
  9. 9. Example Search: “promotional products”
  10. 10. 7. Does Your Website Read Like a Textbook? <ul><li>Use a conversational tone </li></ul><ul><li>Be persuasive </li></ul><ul><li>Use their words, not your jargon </li></ul><ul><li>People don’t read – write for scanning </li></ul><ul><li>Enticing headlines & subheads </li></ul>
  11. 11. 8. Landing Page Optimization <ul><li>Keep it simple, focused </li></ul><ul><li>Remove distractions </li></ul><ul><li>Write a great headline </li></ul><ul><li>Focus on benefits </li></ul><ul><li>Use video </li></ul><ul><li>Create a clear call-to-action / opt-in </li></ul>
  12. 13. 9. SEO Keyword Integration <ul><li>Keyword Research </li></ul><ul><li>Keyword Optimized Website Structure </li></ul><ul><li>On-Page SEO – Critical on-page elements </li></ul>
  13. 15. 10. Is Your Site Mobile Friendly? <ul><li>Physical Tests – iPhone, Android, BB </li></ul><ul><li>W3C mobileOK Checker </li></ul><ul><li>iPadPeek </li></ul><ul><li>Mobile website platforms / apps - CMS Systems / Wordpress (WPTouch) - MoFuse – mobile CMS - Custom solutions </li></ul>
  14. 16. <ul><li>Clickthroughs & Bounce Rates </li></ul><ul><li>Pageviews </li></ul><ul><li>Time on site </li></ul><ul><li>Conversions </li></ul><ul><li>Abandon Rates </li></ul><ul><li>Rankings / Backlinks </li></ul>11. Monitoring Content Effectiveness
  15. 18. 12. BONUS – Add Video! <ul><li>Introductions </li></ul><ul><li>Education </li></ul><ul><li>Sales Presentations </li></ul><ul><li>Product Demos  </li></ul><ul><li>Video Blogging </li></ul>
  16. 19. Next Steps <ul><li>Q&A </li></ul><ul><li>Need a Website Tune-Up? - $99 </li></ul><ul><li>allurenewmedia.com/webtune-up </li></ul><ul><li>Twitter: @allurenewmedia </li></ul><ul><li>Ph: 913-312-8729 x1 </li></ul><ul><li>[email_address] </li></ul>
  17. 20. Thank You!

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