Life after Launch - Website Maintenance for Marketing Success
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After you launch your site, you need to keep working to make sure it remains your best salesperson. Follow these tips to make it discoverable, fast, and secure.
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Life after Launch - Website Maintenance for Marketing Success
- 1. img: Nasa Life after launch Keep your website fast, discoverable, and secure
- 2. John Gough Principal, Skyhook Interactive Jim Bader Senior Director of SEO, Vertical Measures @john_gough @jambad
- 3. 966M https://hostingfacts.com/internet-facts-stats-2016/ Websites online in 2016 You need to be discoverable.
- 4. 47% https://econsultancy.com/blog/10936-site-speed-case-studies- tips-and-tools-for-improving-your-conversion-rate/ Of people expect a page to load in less than 2 seconds You need to be fast.
- 5. 37,000 https://hostingfacts.com/internet-facts-stats-2016/ Sites are hacked every day You need to be secure.
- 6. Here’s what’s next: What to do when you launch Monthly tactical review Semi-annual strategic review SEO for ROI
- 7. Click here to download Download the free ebook With a 20 item checklist and schedule
- 8. First things first What to do when you launch Google Analytics SEO Considerations 404 page Social sharing Forms and CTAs Training and documentation Automatic backups Benchmark reports
- 9. Google Analytics is active Track user activity across your site and enable interaction with other Google products. Plugins: All In One SEO or Yoast SEO
- 10. 1 2 3
- 11. 2 3 1
- 12. The foundation of good marketing is good measurement.
- 13. SEO considerations It’s harder to get found than it seems.
- 14. Indexing and “Rank-ability” Did you build your website to be a marketing tool? Then you probably want search engines like Google and Bing to be able to read it. ● Indexable content ● Navigation ● Linking in content ● XML Sitemap
- 15. SEO Best Practice: XML Sitemap <?xml version="1.0" encoding="UTF-8"?> <urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"> <url> <loc>http://www.example.com/</loc> <lastmod>2016-01-01</lastmod> <changefreq>monthly</changefreq> <priority>0.8</priority> </url> </urlset>
- 16. SEO Best Practice: noindex Category, Tag Pages To noindex pages: 1. Install and Activate the Yoast SEO plugin for Wordpress 2. Click Yoast SEO 3. Click Titles & Metas 4. Click Taxonomies (tab) 5. Slide Meta Robots to “noindex” 6. Save changes Bonus: Also, noindex ● Author pages /author/christinah/ ● Paginated pages /blog/page/2/ ● Print-Friendly pages /post-name/print/
- 17. Anatomy of a Well-Optimized Page LOGO | Navigation Menu Headline 1 Lorem ipsum dolor sit amet, invenire efficiantur cu eum, sit eu quem veri theophrastus. Liber harum an nam. In dolorum petentium consectetuer cum, quas nostrum ullamcorper te eos, ad minim mandamus sed. ● Te per discere rationibus definitiones ● Cu sed aliquam contentiones ● Ne sea ignota facilis ● Falli tacimates te eum Search Headline 2 Docendi consetetur ea ius, nam volutpat similique persecuti in, eam augue discere ad. At per affert mnesarchum, porro malis mucius no vim. Title: Shop Living Room Furniture - Free Shipping - Brand.com Description: Affordable quality living room furniture at Brand.com. Buy online, free shipping on orders over $200. Huge selection of sofas, sectionals, tables & accessories URL: http://www.brand.com/furniture/living-room/ Canonical tag: http://www.brand.com/furniture/living-room/ Meta Data Elements Valuable Shareable Great UEx ResponsiveCrawlable Accessible
- 18. SEO Best Practice: One Keyword, One Page Target Keyword Page URL sectionals https://www.example.com/furniture/living-room/sectionals chairs https://www.example.com/furniture/living-room/chairs sofas, couches https://www.example.com/furniture/living-room/sofas Target Keyword Page URL living room furniture https://www.example.com/furniture/living-room/sectionals living room furniture https://www.example.com/furniture/living-room/chairs living room furniture https://www.example.com/furniture/living-room/sofas DODON’T
- 19. 404 page is present and informative Make sure it’s on brand, friendly, and helpful. ● Links to intended content ● Search ● Check your analytics
- 20. Social sharing tags in place Open Graph is a standard used across the web to integrate rich content into social feeds. Twitter has its own markup that goes beyond the Open Graph schema.
- 21. Yoast SEO Premium does both. Open Graph: https://wordpress.org/pl ugins/opengraph/ Twitter plugin: https://wordpress.org/pl ugins/twitter/
- 22. SSL installed & configured Critical for e-commerce, recommended for everyone. It’s a search signal! Most hosts can help you add an SSL, WP Engine has a great walkthrough.
- 23. Forms and calls to action ● Who receives the form when it’s submitted? ● Is there a grateful, on-brand message thanking the user (and tracking submission in Google Analytics)? ● Is there an anti-spam measure in place? (Try Google’s reCaptcha with Gravity Forms or a Honeypot)
- 24. Training and documentatio n img: @elifrancis Put it all in one place! Someday you’ll need it again, or your new hire will.
- 25. Automatic backups Most hosts can do this for you, but you need to make sure it’s enabled. Backup the files, databases, and everything else!
- 26. Every month Check these items to keep flying high Update CMS and plugins Confirm backups Scan for malware or hacks SEO review
- 27. Update CMS and plugin software The number one way sites get hacked is exploiting vulnerable, out- of-date software.
- 28. Confirm automatic backups Make sure these are still in place - if they are disabled for any reason, you will be sad.
- 29. Scan for malware or hacks Some hosts offer this as a service. Sitelock, Sucuri, ManageWP, WPEngine all have good offerings.
- 30. SEO Review ● Check metrics against the baseline ○ Rankings ○ Traffic ○ Conversions ● Broken links
- 31. Page load speed It’s a ranking factor! Time to first byte Speed index Time until fully loaded Google PageSpeed Insights - https://developers.google.com/speed/pagespeed/insights/ Web Page Test - http://www.webpagetest.org
- 32. Every 6 months Strategic review and direction Content Review Strategic roadmapping
- 33. Content review Be protective of the pages on your site, especially landing pages!
- 34. Content checklist Download the checklist on our website: www.verticalmeasures.com >> Learning Center >> Content Resources
- 35. Manage a strategic roadmap Maintain a list of features and improvements that would improve user experience, sales and marketing. Download an example Google Sheet. img: @andrewtneal
- 37. SEO for ROI Where to spend your time for best results
- 38. Ongoing Re- optimization “Striking Distance” efforts - bump page two rankings to page one Review optimization, content, and backlinks for opportunity to improve
- 39. Review Google Search Console Also Bing Webmaster Tools Great resource to identify issues with current website performance
- 40. Backlinks are still important Find high authority sites to get links from If any “gray hat” tactics were used in the past, try and get those removed
- 41. Keep creating great content! Search engines love fresh content that visitors find valuable and consume. They will reward you with better results.
- 42. What we covered What to do when you launch Monthly tactical review Semi-annual strategic review SEO for ROI
- 43. John Gough Principal, Skyhook Interactive Jim Bader Senior Director of SEO, Vertical Measures @john_gough @jambad Thank you!
Editor's Notes
- This is the anatomy of a well Optimized Page. It might not have every bell and whistle you can optimize and even micro-optimize, but this is a great start. Here are the basics you should strive to include on every one of your webpages: Up here, I want to point out these Meta Data Elements… These are not actually visible on your page, particularly the meta title and description, but they are important pieces of code that tell the crawlers “This is what this page is about.” You see the Meta Title and Description in the Search Engine Results pages. The meta title is what shows up as the large, bold title of each result, and the meta description is the short snippet of text underneath that says, “This is what you’ll find on this page and that’s why this is the best result for you based on what you searched.” The URL is visible in the Address Bar at the top of your browser, and it should contain easy to understand, real words, and indicate the relationship that the page you’re on has to the category page above it and the domain as a whole. That’s what we call Hierarchical URLs. The Canonical tag is another piece of meta data that tells the search engine, “No matter what I do on this page, whether it’s sorting Living Room Furniture by price or color, or being tracked from the ad I clicked on to get here, THIS is the original, the perfect version of this URL. This is the mother version and all other versions are just copies or duplicates so don’t pay any attention to those.” We’ll talk more about Canonical tags later in this presentation, too. Now that the Meta Data Elements are covered, let’s take a look at the page itself. It’s crawlable, meaning it has really clear navigation that the crawlers and human users can use to easily figure out how to get from one page to another. The content itself is Valuable. It answers my search intent, and it’s useful. It might be Informative, Entertaining or Inspiring, but no matter what, it meets my needs. The User Experience is great because the content not only meets my needs, but it might even directly answer a question I typed into Google. Plus it gives me really quick and easy information to digest in these bullet points. there are nice images, headlines that help me digest the content easily, and the page loaded quickly. The page is responsive, meaning it looks great whether I’m on my desktop, tablet or smartphone. The page is accessible for the visually impaired, or just folks who have images disabled on their device to save time. Instead of wondering what the images are, there’s clear Alternate Text that the search engines can read, my device can read out loud to me if I’m low vision, or that I can see in lieu of loading the image. Finally, the page is shareable. There are buttons that make it easy for me to easily like, share, pin, or tweet the content and amplify it to all my friends and networks.