By concentrating on user experience elements such as click-focused navigation, intent-focused keywords, and solutions driven content, your website will better meet the needs of visitors--and keep engaged and better positioned to take action while on your site. Stoney deGeyter gives you actionable takeaways to make your website more SEO and user friendly.
4. 1. Website architecture / usability
The search engine friendly
foundation your site is built on.
Impacts:
➢ User experience
➢ Ability for visitors to find
relevant content
➢ Ability of search engines to
assign value to your content
5. 2. Keyword / topical optimization
Gets your site
search engine
optimized.
Impacts:
➢ Search rankings
➢ Search to page click-thrus
➢ First impressions
➢ Intent delivery
6. 3. Site value / authority
Impacts:
➢ Search rankings
➢ Perceptions
➢ Word of mouth
➢ Customer retention
Builds trust.
17. Every business is now in the
publishing business
• Consumers want more
than a list of products
to buy.
• They want information
that helps them buy
the right products for
their needs.
47. Build connection content
• Create content for the smaller,
more impassioned groups
• Build a sense of energy and
community around shared
interests or issues
• Make it entertaining and
useful
• Has the potential to spark
disagreement
48. Write customer content
Content intended to convince ideal
customers that they should do
business with you.
Expertise
Thought
Leadership
53. Build an effective social strategy
Social media marketing goals
Target customers to reach
Where to reach them
Best engagement approach
How to measure success
54. How are you using social media?
A. Posting/writing about yourself
B. Posting/writing helpful customer info
Let’s talk about you
55. Social media is about engagement
Create social profiles that will be
followed.
Expand content reach into places
it otherwise wouldn’t get noticed.
Increase engagement with your
brand.
THEROLEOFTHESOCIALMEDIA
56. Socialize to give, not receive
Sharing and promoting
content that is not yours.
Sharing and promoting
content that is yours.
80%
20%