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Website Performance, Engagement, and Leads


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Presented by Tracy Terry, Founder of Trust eMedia. WordPress Milwaukee User Track - In this session, participants will learn important SEO tactics, social aspects you need on a website, and inbound marketing best practices for performance, engagement, and lead generation. Inbound marketing has taken the marketing industry by storm. Today’s customers not only want you to provide a website, but to also be able to include best practices that will turn their website into a lead generating machine. Clients are happy when they realize they do not have to hire additional agencies to perform different strategies to their website. By knowing what makes a website “work” for a customer, you will have an edge on competition and a one-stop shop for clients.

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Website Performance, Engagement, and Leads

  1. 1. Website Performance, Engagement, and Leads Tracy Terry Trust eMedia CEO June 2012
  2. 2. Helping Companies, Brands, and Organizations Get Spotted! o Located in Lake Geneva, WI o Full-Service Inbound Marketing Agency o Family 262-204-7855 Get Spotted!
  3. 3. Founded Trust eMedia 2010 Inbound Marketer of the Month Award 2010 Certified Inbound Marketing Professional Certified Competent Internet Marketer SEO/SEM Inbound Marketing Educator, 1 of 20 across the globe Brazen Careerist Featured Speaker Contribute Monthly to Hubspot’s Inbound Marketing Blog Recently Featured in Mashable and Social Media Examiner WE Magazine’s Top 100 Women in ECommerce Speaking and Training on Inbound Marketing / Social MediaHighlight Reel
  4. 4. Get Spotted! University Inbound Marketing Agency
  5. 5.
  6. 6. AboutIn this lesson we are going to go over specific items your website and/or blog should have on it to be most effective.
  7. 7. Social Search Google and Bing both have what is called Social Search. Google and Bing feel that a recommendation from your friend is more important than a recommendation from a stranger. Therefore, content you are searching for on the search engines that has been shared, created, liked, subscribeto, or +1’d by your Facebook friends or Google circles will be placed higher in search results for that search term query.
  8. 8. Social Search Seen this yet?Google+ Business Pages are Appearing in Search Results on the Right Side of Page
  9. 9. Social Search•A Larger Community in Social Networks Means More Referral Traffic to Website•A Larger Community in Social Networks Means More Chances to be Found by Customersin Search Engine Results via Social Search Results•Enticing Users to Share Content Drives Traffic to Your Site and Increases Rankings•Online Users See Content Shared by Their Social Networks 1st in Search Results•Online users make purchasing decisions based on the recommendations of others. Asocial share shown in SERPs can influence buying decisions.•Google and Bing both not only have a social search feature, but also have admitted thatyour social authority is part of their page ranking algorithms.
  10. 10. #1 KeywordsKeywords are the words users type into the search bar in a search engine (such as Google, Bing, Yahoo, etc.) to find your product or service.
  11. 11. #1 Keywords What are your keywords or keyword phrases?Think about what your customers would type in a search bar to find your product or service. What you need to know about keywords: 1. Use Google Insights for Search to help you choose keywords.
  12. 12. #1 Keywords What are your keywords or keyword phrases? Think about what your customers would type in a search bar to find your product or service. What you need to know about keywords: 2. You can also use Google Adwords deaRequestType=KEYWORD_IDEAS
  13. 13. #1 Keywords3. Your keywords should be the very first words in your page title. (Your page title is your website coding). If you are a hotel in Janesville, WI, your top keyword phrases would probably be: Janesville hotel, Janesville Wisconsin hotel, Janesville WI hotel. Those words should be first in your page title. NOT YOUR COMPANY NAME.Every page of your website should have a unique page title. No two should be the same. <title>Janesville Wisconsin Hotel | Sleepy Inn</title> <meta name="keywords" content=“janesville wisconsin hotel, janesville hotel, janesville wi hotel"> <meta name="description" content=“This is the area that you see below a page title in a Google Search. You description should have a call to action and be enticing for a visitor to click.">
  14. 14. #1 Keywords <title>Janesville Wisconsin Hotel | Sleepy Inn</title> <meta name="keywords" content=“janesville wisconsin hotel, janesville hotel, janesville wi hotel"> <meta name="description" content=“This is the area that you see below a page title in a Google Search. You description should have a call to action and be enticing for a visitor to click."> This is where your keyword, meta description shows up. Meta DescriptionYour meta description can be as long as you want, but only the first 150 characters show up in Google.This is why you see the “…” at the end and the sentence is not finished. Try to limit your characters to underthis amount. Use a call to action here that entices a person to click through to your website.
  15. 15. #1 Keywords I like to use All In One SEO Pack as My WordPress SEO Plugin
  16. 16. #1 Keywords 4. Place keywords in the first sentence of your website page text. 5. Place keywords throughout your text without overpopulating or sounding spammy. 6. Place keywords at the end of your website page text. 7. Bold some keywords in your website page text. Download the Google SEO Starter Guide here:
  17. 17. #1 Keywords8. Make use of heading tags in your website coding. Place keywords in your heading tags. Use only 1 <h1> tag. Heading tags are used by search engines to identify words which are more important than the rest of the page text. The theory is that headings will sum up the topic of the page, so they are counted as important keywords. Heading 1 has a larger size font than Heading 2 and so on… They are mostly used as paragraph headings. Download the Google SEO Starter Guide here:
  18. 18. #2 Call to Actions If you have optimized each page of your website properly, then all your pages should be able to rank well in search engines. Therefore, you never know which page a website visitor may land on. That being said, you need at least one call to action on every single page of your website.
  19. 19. #3 Social Media Networks Website visitors should be able to connect with you via your social networks from your website. Use social media icons or widgets on your pages.
  20. 20. #3 Social Media Networks
  21. 21. #3 Social Media Networks
  22. 22. #4 Blog on Your Own Website If you are blogging on an external platform, that’s great you are blogging. But, if you are trying to get your website found by customers, (your blog is not your website and your website is on a separate domain) blogging on an external platform is not your answer. Each blog post is a new page to your website. This means, fresh content on a consistent basis – which Google loves, more chances to rank for more keywords, and more chances to gain more inbound links to your website (to your blog posts). Stats show you’ll gain 55% more website traffic, 97% more inbound links, and 434% more indexed pages. Woo hoo! Get that blog on your own website, please! You can easily install WordPress onto your domain.
  23. 23. #5 RSS Button Don’t forget to add your RSS feed button for your blog next to your social media icons on your website’s home page. Where do you link it to? Most of the time, you can just add /feed to the end of your blog URL. Here’s an examples of an feed URL, If you use FeedBurner, you can get your RSS button and a subscribe by eMail code for your website.
  24. 24. #6 eNewsletter Sign Up If you have an eNewsletter, be sure to get your subscription form or button on your website. You can get this from your software (MailChimp, etc.)
  25. 25. #6 eNewsletter Sign Up
  26. 26. #7 Social Sharing Buttons You should have social sharing buttons placed throughout your website on various pages, if not all your pages, so they can be shared in social media. Do not limit the website users choices of social media networks to share to. Nothing is more annoying than going to share an article or webpage and noticing your favorite social media network site isn’t listed as a sharing choice – the share button for that particular site is not there. It happens to me ALL the time. People are busy and don’t have time to manually copy and paste your heading and links into social network posts. It will discourage them and you will lose a share. So, make sharing easy and available to all social networks. You need to keep the Share or Add all button. The best way is to use an Add This or Share This button.
  27. 27. #8 Google +1Be sure when you set up your AddThis or ShareThisaccount and choose your styling, that you get aGoogle +1 button. If you do not, please go toGoogle and download the code for the +1 buttonand get it on your website. In social search,websites that have been +1’d by friends in yoursocial network will show up first in search results.+1s also show up on a Google+ user’s Googleprofile. Get the +1 button!
  28. 28. #9 Google+Don’t make the mistake of thinking you can just add a Google+ icon to your page and link itto your Google profile. That is not the case. You must either use the Google badgeprovided by Google here: use the rel=“publisher” code in your link from the icon to your Google+ profile. NO NOTJUST PLACE AN ICON ON YOUR WEBSITE AND USE AN A HREF TAG TO YOUR GOOGLEPROFILE WITHOUT THE REL=“PUBLISHER” CODE. See instructions here: must also link from your Google+ profile to your website. This is the only way to beeligible for Google Direct Connect. Learn More Here: can test your coding here to make sure everything works:
  29. 29. #10 Google AuthorshipGoogle is now showing authorshipinformation in search results. If you wouldlike your photo and information to showup in Google searches next to the contentyou create, you need to establishauthorship.Learn to do so here:’ve copied and pasted the instructionsfrom Google for this on the followingpages.
  30. 30. #11 Keep It CurrentBe sure to keep your website current. If you haveoutdated information, get it off. If your promotion isover, get it off.When a website visitors lands on your website and sees allthis old information lying around, they most likely thinkthat no one is even looking at this website or it wouldn’tbe out-of-date like this. So, why bother even trying tocontact you? No one will probably get the eMail. Are youeven in business any more?Also, be sure to advertise your current promotions onyour website. If you are running a Facebook contest, doyour website visitors know that? They should. Be sure tointegrate your marketing efforts and use every vehiclepossible to extend your reach.
  31. 31. #12 Ease of UseYour website should be easy to use and easy to navigate.Users should not have a hard time finding the informationthey are looking for. Every website page should be only 2clicks away from your home page.
  32. 32. #12 Avoid Flash WebsitesYou see it all the time. Websites made entirely of flash because they WOW visitors. Theproblem is half your visitors probably never see your flash website.Problem #1 – Load time. Even my high speed DSL doesn’t load a flash website fast. I closethe window before it’s even done loading because I don’t want to wait, like everybody else.Problem #2 – Google doesn’t read flash. There is no text for spiders to crawl. Google statesthey can read some flash elements now, but not all. And other search engines may not beable to ready any. They recommend flash for decorative purposes only and not your entirewebsite. It cannot be read by all phones or iPads.
  33. 33. #13 Use ALT TagsAn alt tag is used to describe an image. It stands for Alternative Text. Google cannot readimages, so an alt tag tells Google what an image is about. Also, if images cannot be shownon a website, a person can read what the image is about. This is also a good place to usesome keywords.Here is a sample image code: <img src= “”>Here is where an alt tag fits in:<img src=“” alt=“image description goes here”>Learn more from Google, by watching a video here:
  34. 34. #14 Landing Pages That ConvertEach page of your website needs at leastone call to action because you neverknow which web page a visitor may landon. Each call to action text or buttonneeds to direct the website visitor to alanding page where they can convert.Your contact page, newsletter signup, and content offers all needconversion forms where your websitevisitor can convert.
  35. 35. #15 Contact InformationGive your website visitors various waysof getting in touch with you.• Phone number• Fax number• eMail address• Contact Form• Mailing AddressProvide them with as many differentways of getting in touch as possible.Don’t make the contact form on thecontact page the only option. Somepeople like to do business over thephone, some by eMail, and othersthrough the form. Make all optionsavailable.
  36. 36. #15 Contact InformationCheck Out Slick Contact Forms
  37. 37. #15 Contact InformationCheck Out Slick Contact Forms
  38. 38. #16 Press RoomIf you create and submit press releases,don’t just submit them to press releasedistribution sites. Create a Press Pageon your website and place your pressreleases on that page. You can set thisup in WordPress just like your blog witheach press release a new post. I justcreate 2 different categories. 1 for blogand 1 for press. This will create newpages to your website, fresh content, anew chance to rank for keywords, and anew chance to gain more inbound linksto your website – just like your blog.
  39. 39. #17 TestimonialsTestimonials are great. Videotestimonials are awesome. Anytype of testimonial you canplace on your website istestimony to the quality of yourproduct or service. Scattertestimonials throughout yourwebsite, not just all on oneTestimonials page.
  40. 40. #17 Testimonials
  41. 41. #18 Google AnalyticsIf you are not tracking your website traffic in detail, you need to be. Google Analytics is afree tool from Google that tracks your website traffic and provides you with information onyour website visitors. Sign up for free and place a tracking code on your website: WordPress themes have a designated area for your Google Analytics code. If not, canusually place in the appropriate file, header.php, etc. found in the WordPress Editor section.
  42. 42. #19 Above the FoldKeep the navigation and other important items, such as Call to Actions above the fold.Above the fold means the portion of your website that is visual on a person’s computerscreen. Below the fold is the portion of your website that is not visible on a person’scomputer screen – they have to use the scroll bar to see what is below the fold.A website visitor who is seeking a product or service may not scroll down your home pageif they do not see what they are looking for right away. They may just leave your site.Therefore, it is important to keep all priority information above the fold. Items above thefold need to grab a website visitor’s attention and keep them on your page looking formore information. Fold Line
  43. 43. #20 Website FeaturesBelow are some givens and a couple website features you should think about.o Of course you should have your company name and logo on your website.o Most websites have an About Us page. Make sure yours is the best it can be. People are curious about you, so provide them with some details about your background and what your business is all about.o Clearly state the purpose of your website. When someone lands on your website, they should know exactly what you offer right away. Your website should also be pleasing to the eye. You know how you’ve run across some of those just plain ugly websites and, well, you leave right away. You don’t want that happening to you.o It’s been a common practice to place a duplicate navigation menu in the footer of your website. Sometimes just the top pages are placed in the footer, such as: contact, about, eNewsletter, or Privacy. You decide if you want to place navigation in your footer and what links you want to place there. You can add normally add your page navigation into your footer from the Widgets area of your WordPress site or blog.
  44. 44. #21 Website Contento Your website needs to have quality content that appeals to your buyer personas. You can have the best looking website in the world, but without valuable, remarkable content, it’s worthless. Write copy not only with keywords in mind, but also with buyer personas in mind. Provide them with the information they are seeking and make that information easy to find. All created content offers and blogs should be written around keywords and be interesting to buyer personas (eBooks, reports, white papers, blog, social media posts…)o A search bar is optional. If you have a great amount of content on your website, having a search bar may be useful to your website visitors.
  45. 45. #22 SiteMapo A sitemap can help website visitors find the page they are looking for if they get lost on your website. It also is a great way to keep all your website pages 2 clicks away from your home page.
  46. 46. #23 Mobile Siteo With millions of mobile phones being used to access the internet, having a mobile version of your website is almost a must. You can create an entire mobile site separate from your current website or you can add some coding to your current website to optimize it for mobile viewing. WordPress Mobile Pack
  47. 47. #23 Mobile SiteWordPress Mobile Detector
  48. 48. #23 Mobile SiteWapple Architect Mobile Plugin for WordPress Theres no redirection to a mobile version of the blog - URLs are exactly the same on web and mobile giving you the ability to promote and use one single domain!
  49. 49. #23 Mobile SiteGOMO by Google Mobile site building. Mobile site testing. Mobile Google Ads.
  50. 50. Anatomy of a Blogo Make sure your blog includes best practices – A page title – All meta tags – A description – A Sidebar with Call to Actions – An RSS Feed – A Subscription by eMail – Categories Section – Recent Posts Section – Archives – Social Media Profiles – Link to Home Page / Blog Roll – Contact Information
  51. 51. Anatomy of a Blog Post• Make sure your blog post includes best practices – A page title – Meta keywords – A meta description – An image with an alt image tag – Heading tags with keywords – An enticing headline – Content interesting to your buyer persona – Search Engine Optimized to get found on Google by customers – A question at end to encourage comments – A clear call to action at the bottom, typically driving the user to a landing page where they can convert to a lead. – In-text links to landing pages, sources – Social sharing buttons
  52. 52. Website: www.TrusteMedia.comTwitter: 262-204-PULL (7855)eMail: