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April Digital Marketing Roundtable Presentation
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- 4. Agenda 8:00 – 8:30Registration, coffee, and networking 8:30 – 8:45 Introductions, breakfast, opening remarks 8:45 – 9:30 LEARN: Avoiding a Website Disaster with Chad Spaude 9:30 – 9:45 Break 9:45-10:00 Sponsor Introductions 10:00 – 11:00 SHARE: Table Discussion 11:00 – 11:30 GROW:4 Steps to an Actionable Website Audit with Sarah Kloth
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- 7. dis·as·ter - asudden event, such as an accident or a natural catastrophe, that causes great damage hy·per·bo·le - exaggerated statements or claims not meant to be taken literally.
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- 13. Red Lobster -Endless Snow Crabs
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- 16. REAL WORLD EXAMPLESOF COMMON DISASTERS AND HOW TO AVOID THEM
- 17. WP Search EngineVisibility Setting
- 18. WP Search EngineVisibility Setting
- 19. How to Avoid Don’tever check this option Do development work on a development environment site:domain search Annotate design and other site updates and check back regularly on performance Create GA alerts
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- 25. Hey you launcheda broken site. Thanks, we like it.
- 26. How to Avoid Spendthe time (Device, Browser, OS, User Goal Paths) Invest in tools to help automate the process Get different perspectives Review Browser and OS Statistics Create/Utilize a checklist Crawl your site for broken/development links Have a test plan
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- 31. How to Avoid UtilizeFree Page Speed Tests
- 39. How to Avoid Don’trely solely on the speed tools, review actual site metrics for accurate measurement: – TTFB, DOM (load time), # of requests to server, total number of resources (preferably under 2MB total) Follow best practices Balance design with functionality Image Compression Minify and combine CSS/ JS files Utilize Lazy Load
- 40. ASSUMING that youUnderstand Your Users
- 44. How to Avoid Douser testing, even if it’s just a small group Ask your customers that they think Track User Behavior Test, Measure, Repeat Use data to back up hypothesis
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- 47. How to Avoid Gatherall information as early as possible Ask for a list of items needed from the development company: – Domain Hosting – DNS Hosting and Records – Email Hosting and Records – # of Domains Don’t move domains close to launch Adapt: even the best laid plans…
- 48. Not Giving Redirectsthe Amount of Time They Deserve
- 49. How to Avoid Donot redirect a whole domain or place an acquired company on a subdomain Crawl the site Mapping and not implementing Create custom 404 Pages Spend time planning and mapping redirects Use Plugin or Module to mass upload
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- 51. Lack of aContent Strategy
- 52. How to Avoid Startplanning early Hire some help Utilize a tool for organization Schedule out time
- 53. Considering your newWebsite “Done” After Launch
- 54. Do the bestyou can until you know better. Then when you know better, do better. Maya Angelou
- 55. Steps to Take Dedicatetime/budget to website enhancements Monitor and track conversion points Use data to make informed decisions Ask for user feedback Review what the competition is doing and “borrow” and build on cool ideas Keep up with changes in design and functionality
- 61. ? What are someof your biggest marketing fails
- 62. Summary Don’t ever checkthe “Discourage Search Engines from Indexing Box” Be hesitant to eliminating pages from your site/new site without doing some research Have a Testing Plan and spend time on it Don’t ignore site speed – it matters When it comes to user interaction, be careful in making assumptions Be prepared for launch day Have a content strategy Your website is never done
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- 76. Website Redesign When didyou last redesign your website? What do you like most about it? Round 1
- 77. Business Goals What needor business goals do you have for your website that aren’t being met by the current version? Round 2
- 78. Roadblocks What is preventingyou from making the changes you want on your website? Round 3
- 79. Target Customer Who isyour target customer, and are you including elements on your website to meet their needs? Round 4
- 80. Strategies What are somestrategies you can implement to get your team on the same page when it comes to making updates to your website, or even its overall purpose? Round 5
- 81. Website Audit Do youregularly audit your website? If so, what elements do you look at? Round 6
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- 83. 4 Steps toan Actionable Website Audit www.topfloortech.com |@Topfloortech
- 84. 4 Key Categoriesto Audit Technical Usability Content SEO
- 85. Technical - SSL WhyIt Matters – Raising users’ concerns – Blocked in some cases – Google views HTTPS as a ranking factor.
- 86. Technical - SSL NOSSL SSL Not InstalledProperly
- 87. Technical - SiteSpeed Why It Matters: – Since July 2018, page speed is now a ranking factor for mobile searches. – Users don’t want to wait. How To Look: – Google Page Insights – GT Metrix
- 88. Technical - SiteSpeed
- 89. Technical - SiteSpeed
- 90. Technical - SiteSpeed
- 91. Technical – MobileFriendly Why It Matters – Google Mobile-First Index • No longer looking at desktop version – December 2018, 1/2 of pages are from Google indexing content using mobile-first How to Look: – Google Mobile-Friendly Test
- 92. Technical – MobileFriendly
- 93. Usability – Mobile WhyIt Matters: – Mobile test isn’t just for Google but for users. “Fat Finger” Back to Top Break points Text readability Mobile Forms
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- 96. Usability – Navigation CanUsers Find What They Are Looking For ? How to See: – Google Analytics - Look to see what people searched with your website site search functionality to see what they couldn’t find through the navigation easily.
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- 98. Usability - Inspectlet AreUsers Able to Find What They Need? Are Elements of Your Website Not Working Properly? What to Look at: – Repeat Scrolling – Rage Clicks – Form Interaction
- 101. Content – Relevance AreUsers Engaged With Your Content? What to Look At: – Google Analytics • Time on Site • Bounce Rate • Pages Per Visit
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- 103. Content – Informational Howare visitors interreacting with your content? Is your content guiding them to the next step? What to Look At: – Google Analytics • Behavior Flow • Page Path • Entrances / Exits
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- 105. Content – Inspectlet Thingsto Think Through: – Are visitors getting lost? – Are buttons taking them where they expected or are they going back – Do they seem to be hunting down certain information that they can’t find? – Repeatedly Scrolling Up and Down? Using Inspectlet for Content Audit
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- 108. Content – Callto Actions
- 109. SEO - MetaData Four Categories: – Automated – Spammy – Non-Existent – Optimized
- 110. SEO – CrawlErrors Why Does It Matter? – Bad Experience – Keeps PageRank flowing to your site
- 111. SEO – Indexing Whyit Matters: – Lets you know if Google can find your website pages – Shows you URLs that are getting most authority – Test specific URLs to see if indexed How to Look: – Google Site Search • Site:www.website.com – Google Search Console • Sitemaps
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- 113. SEO – URLStructure - BAD Don’t be generic – https://domain.com/page/about Make sure a user can understand what your page is about by looking at the URL – https://domain.com/whiskeyisGood /irishWhiskeyForHealth/Whiskey Avoid keyword repetition within URLs - spammy URL structure – https://domain.com/whiskey/iris h-whiskey/jameson-irish- whiskey/jameson-irish- whiskey-history Minimize Dynamic URL Strings – https://domain.com/cat/?cid=70 78.
- 114. SEO – URLStructure - GOOD Write for both users and search engines Use Keywords Use File Path Structure Use Hyphens over Underscores Example: https://domain.com/gear- motors/5hp-dc-motor
- 115. SEO – TrafficAnalysis Key items to look at: – What organic traffic is branded vs non branded – What pages get most organic entrances – Organic bounce rate and time on site
- 116. SEO – TrafficAnalysis Branded Vs Non-Branded Branded Non-Branded
- 117. SEO – TrafficAnalysis Landing Pages – Look for high Home Page entrances! – Pair with keyword ranking data to see what keywords rank these pages
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Editor's Notes
- #8 Talk about the word disaster being a hyperbole
- #9 Before we look at some real world examples of common disasters from my 10 years of being a marketer. Lets look at some famous fails in marketing history.
- #11 According to The Times, the post said the company would promise pizzas to the first 350 people who shared their Domino's tattoos, adding, "To those with appointments scheduled for later, we recommend canceling them."
- #15 In early 2011, a tweet was sent out from Kenneth Cole's Twitter account trying to promote their new spring collection. No big deal, right? Except when it's offensive, insensitive, and offends millions of people. The tweet was a poor play on the political turmoil happening at the time in Egypt: The tweet came from the Kenneth Cole corporate Twitter account -- actually, from the chairman himself, as indicated by the "KC" in the tweet. The company received negative feedback immediately, and they soon took the tweet down in response and apologized to anyone offended by the tweet. The lesson social media marketers can learn from this awful mistake is that humor doesn’t work if you're newsjacking something contentious.
- #16 In October 2010, Gap launched a new logo in an attempt to be more modern. Guess how long that lasted? A whopping two days. Gap quickly put the old logo back into place after unbelievable backlash from the public. Gap, known for everyday basics, tried to redo their image to appeal to a more hip crowd. Unfortunately, the brand didn’t understand who its target market is -- the people who want the basics and aren't interested in trendy styles. Its loyal customers felt that Gap was changing their image for the worse, and lost a connection with the brand. Gap was also unsuccessful at attracting the younger, trendy generation with the redesign (albeit, only a two-day redesign), resulting in a failure on two fronts with this new logo. While it wasn't so awful for Gap to pursue a logo redesign, the lesson is simply to stay in touch with your buyer personas so you can ensure your new design reflects them. Marketers focus a lot on metrics -- for good reasons -- but never underestimate your audience's feelings towards your brand. They're harder to quantify, sure, but boy will people speak out when their sensibilities are offended.
- #20 Create custom alerts To create a custom alert: Sign in to Google Analytics. Navigate to your view. Open Reports. Click CUSTOMIZATION > Custom Alerts. Click Manage custom alerts. Click + NEW ALERT. Alert name: Enter a name for the alert. Apply to: Select the reporting views to which you want to apply the alert. Period: Select the frequency at which the alert can be generated (Day, Week, Month). A daily alert is based on daily changes in traffic/behavior; weekly and monthly alerts are based on week to week and month to month changes, respectively. Send me an email when this alert triggers: Select this checkbox if you want to receive an email when the alert is generated. If you want other people to also receive email, open the other email addresses menu, click Add new email address, enter the address and label, then click OK. The From address for the alert is noreply@google.com. [Available only in the United States] Click Set up your mobile phone to enter your mobile phone number. Alert Conditions: This applies to: Select the dimension to which the alert applies. Alert me when: Select the metric to which the alert applies, the condition that generates the alerts (e.g., Is less than, Is greater than), and enter the value for the condition (e.g., Is less than 20). Click Save Alert.
- #24 Content remained the same. Added in CTAs, call outs, Product finders, etc within content to break it up
- #25 Content remained the same. Added in CTAs, call outs, Product finders, etc within content to break it up
- #26 Story of Grob… QA Testing – every agency is going to talk about it. Talk about how they focus on it. But the truth is no one is actually giving it the time it deserves. Cross-Browser Device Testing Neglecting QA Cross-Browser Device Testing We love looking at sites launched by the local competition. Especially if it’s someone we lost out on due to cost. The thing people need t realize about these projects, is that anyway you dice it, it comes down to time. If you don’t put in the time to QA Test, go through checklists, be meticulous in your testing, and have a team who truly cares and are passionate about the final result, you're going to miss things.
- #31 Top Floor’s site and being called out Talk about metrics Sophia looks at vs site speed tools Image optimization Site speed checklist
- #40 1. Image Compression - for WordPress we use WP Smush Pro to optimize and compress images to reduce the total size of resources. Can make a huge impact - we’ve seen 20 MB of images go down to 2MB (results may vary!)2. Minify and combine CSS/ JS files - for WP we use Autoptimize to combine and minify CSS/ JS files, which reduces # of requests to the server3. Lazy Load - we follow best practices and lazy load images below the fold so that they are not loaded on initial page load. This has arguably the biggest impact after image compression.Could we make a note that every website speed test is different and they don’t all follow the same rules and Google Lighthouse/PageSpeed in particular changes all the time? It’s better to just look at the real results — TTFB, DOM (load time), # of requests to server and total number of resources (preferably under 2MB total, when possible
- #44 Pre/Post Launch User Testing
- #46 Guthrie and Frey Story
- #47 Guthrie and Frey Story
- #48 https://docs.google.com/forms/d/e/1FAIpQLSeB8ztwX4EHCOsKPXlnAnhychqLeGp-DsV7nxSXt9WuC8JW8g/formResponse
- #49 Talk about Megtec Talk about Medalcraft
- #52 Machine Generated SEO No SEO in sitemap discussions (whole process in general) All items from the SEO Checklist
- #54 No continual conversion improvement or tracking
- #84 From understanding how users are finding your website to how they are interacting with your website content, a website audit can help increase the overall effectiveness of your marketing efforts. A website audit helps determine whether your website is achieving your goals, but more importantly, it provides actionable steps to take to improve it and increase performance. In this mini-workshop, you will learn how to utilize some of the tools like Google Analytics and Inspectlet to audit performance and walk away with an actionable plan to put into place.