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

1. Planning your website
for a 10/10 on SEO
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1Amplify Digital I preeti@amplifyhk.com

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
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3. 3
What is SEO?

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. Factors that impact SEO
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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. Today’s discussion
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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
Where to start
when you are planning
the new website?

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
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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. 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
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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. Using analytics to stay on top of ABC
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11. Monthly dashboard in line with business objectives
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12. 12
Setting the foundation right

13. Global / Primary Navigation
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1. Header 2. Footer
The User is Drunk Video

14. Global / Primary Navigation
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• 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. Global / Primary Navigation
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• 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. Side bar Optimisation for outcomes and behavior
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• 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. Architecture of individual blog posts or pages
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• Content Layout
• In line CTA
• Internal Linking
• Social Sharing
• Call to Action
• Make use of Header Tags
Sassy site
Sassy Site 2

18. 18
Rounding up

19. • Planning your website
• Business Objectives to Website Success Metrics
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• Website Architecture in line with ABC
• Global Navigation
• Side Bar
• Single blog post architecture

20. 20
Checklist

21. Handy Checklist
• Speed Optimisation
• Optimise hosting, images and code
• Configure cloudfare
• Replace larger plugins with light weight ones
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• Image Optimisation
• Size
• File Name
• Alt text
• Text closest to image

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
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Handy Checklist

23. • SSL Certificate / HTTPs
• Make sure important content is indexable
• No orphan links
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Handy Checklist

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Resources & Useful free tools

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
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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