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Planning your website
for a 10/10 on SEO
1
1Amplify Digital I preeti@amplifyhk.com
Agenda for this morning
1. What matters for SEO
2. Website planning : Start from the start
3. Global Navigation : Setting ...
3
What is SEO?
4
SEO stands for search engine optimization
It is the process of getting traffic
from the free, organic, editorial
or natu...
Factors that impact SEO
5
1.
Quality / Relevance
2.
Authority / Reputation
3.
User Experience
Content
Site Architecture
Ba...
Today’s discussion
6
1.
Quality / Relevance
2.
Authority / Reputation
3.
User Experience
Content
Site Architecture
Back li...
7
Where to start
when you are planning
the new website?
3. Website Goals
How website objectives translate into D.U.M.B goals?
What metrics or KPIs you will monitor to
measure suc...
Revenue Generation through Advertising, Content Tie Ups and Events
Business Model
Website Goal
Attract Traffic Increase Pa...
Using analytics to stay on top of ABC
10
Monthly dashboard in line with business objectives
11
12
Setting the foundation right
Global / Primary Navigation
13
1. Header 2. Footer
The User is Drunk Video
Global / Primary Navigation
14
• Think of Header as a supermarket signage,
providing a clear & fast access to main
content...
Global / Primary Navigation
15
• Think of it as administrative section of site
• What visitor may want to know but is not ...
Side bar Optimisation for outcomes and behavior
16
• Allocation of space needs to be done on
the basis of desired outcomes...
Architecture of individual blog posts or pages
17
• Content Layout
• In line CTA
• Internal Linking
• Social Sharing
• Cal...
18
Rounding up
• Planning your website
• Business Objectives to Website Success Metrics
19
• Website Architecture in line with ABC
• Glob...
20
Checklist
Handy Checklist
• Speed Optimisation
• Optimise hosting, images and code
• Configure cloudfare
• Replace larger plugins wi...
• Undertaking a basic keyword research before finalising the site copy
• Ensuring meta description and title for all pages...
• SSL Certificate / HTTPs
• Make sure important content is indexable
• No orphan links
23
Handy Checklist
24
Resources & Useful free tools
Resources & useful free tools
• 200 SEO factors that contribute to your SERP http://backlinko.com/google-ranking-factors
•...
Anything in digital is open to measurement, learning and ultimately
iteration. Nothing is finished and nothing is final.
2...
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Plan your website for a 10/10 score on SEO

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You are starting to build a new website for your business or want to refresh your existing website in order to attract more traffic and drive set outcomes. The presentation covers -

1) Site Architecture & Navigation
2) User Experience for longer and better engagement
3) Basics of Conversion Optimisation in site design

Published in: Marketing
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Plan your website for a 10/10 score on SEO

  1. 1. Planning your website for a 10/10 on SEO 1 1Amplify Digital I preeti@amplifyhk.com
  2. 2. Agenda for this morning 1. What matters for SEO 2. Website planning : Start from the start 3. Global Navigation : Setting the foundation right 4. User Experience & Outcomes 5. Handy Checklist 6. Resources & useful free tools 2
  3. 3. 3 What is SEO?
  4. 4. 4 SEO stands for search engine optimization It is the process of getting traffic from the free, organic, editorial or natural search results on search engines. Search Result
  5. 5. Factors that impact SEO 5 1. Quality / Relevance 2. Authority / Reputation 3. User Experience Content Site Architecture Back links (Quantity & Quality) Identity Social Shares Navigation Site Speed Design Security Mobile Optimisation Bounce Rate
  6. 6. Today’s discussion 6 1. Quality / Relevance 2. Authority / Reputation 3. User Experience Content Site Architecture Back links (Quantity & Quality) Identity Brand Awareness Social Shares Navigation Site Speed Design Security Mobile Optimisation Bounce Rate
  7. 7. 7 Where to start when you are planning the new website?
  8. 8. 3. Website Goals How website objectives translate into D.U.M.B goals? What metrics or KPIs you will monitor to measure success? Start with an objective setting exercise 8 1. Business Model What business are you in? What are your business objectives? What is your plan to achieve those objectives? 4. Reality Check How often will the site be updated? Commitment of resources to manage the site? In-house/ agency/ talent 2. Website Objectives What role does the website play in your business model? How will the website support each of the business objectives?
  9. 9. Revenue Generation through Advertising, Content Tie Ups and Events Business Model Website Goal Attract Traffic Increase Page Views Increase Time spent Reduce Bounce Rate Acquisition Behaviour Conversion Newsletter Sign Ups > Page Views Objective setting for an Art E-Zine 9 Be an authority website in Art+Fashion domain attracting site visitors & driving engagement Website Objectives Targets 20,000 Unique Visitors/ Month > 4 Page Views > 3 minutes < 10% 500 / Month 50% @ > 5 Page Views Website Goal Targets Website Goal Targets
  10. 10. Using analytics to stay on top of ABC 10
  11. 11. Monthly dashboard in line with business objectives 11
  12. 12. 12 Setting the foundation right
  13. 13. Global / Primary Navigation 13 1. Header 2. Footer The User is Drunk Video
  14. 14. Global / Primary Navigation 14 • Think of Header as a supermarket signage, providing a clear & fast access to main content sections to visitors • Copy used in the Header gives the visitors an idea what the site is about • Sequence of links informs visitors about importance of each section • Search Bar? More control to user 1. Header
  15. 15. Global / Primary Navigation 15 • Think of it as administrative section of site • What visitor may want to know but is not an important destination for the site owner for website success metrics 2. Footer WellANdGood
  16. 16. Side bar Optimisation for outcomes and behavior 16 • Allocation of space needs to be done on the basis of desired outcomes from a site visit • Think about your conversion and behaviour targets • Example – A publisher has set her No. 1 objective from each visit as subscription, which is followed by click ads and behavior targets • Behavior Targets • Time spent on website • Average page views per session • Social sharing 1. Side bar
  17. 17. Architecture of individual blog posts or pages 17 • Content Layout • In line CTA • Internal Linking • Social Sharing • Call to Action • Make use of Header Tags Sassy site Sassy Site 2
  18. 18. 18 Rounding up
  19. 19. • Planning your website • Business Objectives to Website Success Metrics 19 • Website Architecture in line with ABC • Global Navigation • Side Bar • Single blog post architecture
  20. 20. 20 Checklist
  21. 21. Handy Checklist • Speed Optimisation • Optimise hosting, images and code • Configure cloudfare • Replace larger plugins with light weight ones 21 • Image Optimisation • Size • File Name • Alt text • Text closest to image
  22. 22. • Undertaking a basic keyword research before finalising the site copy • Ensuring meta description and title for all pages is unique and relevant • Setting preferred site URL & set redirects • Logical and clean URL Structure of site 22 Handy Checklist
  23. 23. • SSL Certificate / HTTPs • Make sure important content is indexable • No orphan links 23 Handy Checklist
  24. 24. 24 Resources & Useful free tools
  25. 25. Resources & useful free tools • 200 SEO factors that contribute to your SERP http://backlinko.com/google-ranking-factors • Website Grader (one of the most straightforward & easy to use Audit tools ) https://website.grader.com/ • Moz Tool Bar (install as a plugin to your browser. Quick reference to any website meta data, Domain & Page Authority https://moz.com/products/pro/seo-toolbar • GT Metrix (Page speed performance with comprehensive report on resolution) https://gtmetrix.com/ • Google Site Speed test (Excellent for identifying & fixing bottlenecks in speed) https://developers.google.com/speed/pagespeed/insights/ • Woorank (Site Audit tool with tons of info in free tool https://www.woorank.com/ • Google Adwords keyword planner (Keyword research tool) https://adwords.google.com/KeywordPlanner • Tinypng (Compress & optimise images for web) https://tinypng.com/ • Image Optimiser (another good free image optimising tool ) http://www.imageoptimizer.net/Pages/Home.aspx 25
  26. 26. Anything in digital is open to measurement, learning and ultimately iteration. Nothing is finished and nothing is final. 24.08.16 I Waffle Wednesday Workshop by Amplify Digital I preeti@amplifyhk.com

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