a winning website in 2013: mobile, social & ranked
DESCRIPTION
Is your website a good business partner, lead generator, candidate catcher and brand builder? Is it an active, adaptive and influential participant in your business? With 2013 upon us, these are essential questions business leaders must ask and answer. From mobile-friendly and responsive designs to SEO strategy and killer content, websites today can do more than ever to grow your business, expand your brand and attract top talent. For questions or details email [email protected] or call 312.731.3149.TRANSCRIPT
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www.clearedgemarketing.com
A WINNING Website in 2013 Mobile, Social & Ranked
Presented by: • Michelle Krier, VP Marketing & Digital Services• Lisa Scanlan, Marketing Director
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Your Presenters
Michelle Krier
• VP, Marketing & Digital Services• Designs and executes web, mobile and
social media marketing efforts• Pioneer in combining social media with
traditional recruiting for an industry-leading RPO firm
• President, AMA-Milwaukee; co-chair, Social Media SIG
Lisa Scanlan
• Marketing Director• Leverages SEO & SEM expertise to
support the integration of SEO strategy into the web development process
• Developed and launched innovative local SEO programs leveraging Facebook for F500 staffing firm
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Q&A on Twitter
• We want to hear from you during this webinar and after: Send us a tweet with the following in front of the
message: @clearedgemktg It will show up on our Twitter profile, open for the public
to view We will reply during the webinar or after
• Follow us at twitter.com/clearedgemktg
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Today’s Agenda
• What Makes a Good Website Today?• Smart Design: What You Need to Know Today• SEO: Covering the Basics• Social Media: Its Role in Your Web Presence• Content: How Important Is It?• Q&A
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What Makes a Good Website Today?
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Great, Adaptable Design+ Not only how it looks but how it performs for users across a wide range of devices: computers, tablets, phones, smart TVs, etc.
Strategic SEO+ Ensuring the website can be found through the search engines’ key audience use to find information, products/services, jobs, etc.
Valuable, Fresh Content+ Providing thought leadership content via a multitude of vehicles: videos, whitepapers, case studies, news releases, social media.
Smart Social Media + Promotion of your company’s social presence through social media icons and linking to your profiles plus integration of Twitter feeds.
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SMART DESIGN: WHAT YOU NEED TO KNOW TODAY
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Do you know what responsive web design (RWD) is?
A. YesB. No
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Poll Question #1
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Responsive Design: What Is It?
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• A way to address all the devices and platforms on which people could view your site
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How It Looks
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Examples from Six Revisions article “25 Beautiful Responsive Web Design Examples for Inspiration,” Sept 2012: http://sixrevisions.com/design-showcase-inspiration/responsive-webdesign-examples/
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How It Looks
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Examples from Six Revisions article “25 Beautiful Responsive Web Design Examples for Inspiration,” Sept 2012: http://sixrevisions.com/design-showcase-inspiration/responsive-webdesign-examples/
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How old is responsive design?
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Poll Question #2
A. 1 year oldB. 2 years old C. 5 years old D. 10 years old E. 20 years old
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How Is RWD Different?
• Traditional Website Design
Designer/developer must create numerous lines of code on the backend of your website to make sure they render appropriately on various devices
Advantage: o User experience and expectations are consistent across
devices
Challenges:o With the number and type of screen sizes and resolutions
widening every day, it is not practical or cost effective to create a different version of a website for each individual device
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How Is RWD Different?
• Mobile Web Design
A site designed separately with a specific mobile tool in mind (phones, iPad, etc.)
Advantage: o Designed specifically for mobile device and its use
Challenge: o Only works for targeted mobile medium and offers limited
navigation and no imageso Users’ experiences are not consistent with the full website
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How Is RWD Different?
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• RWD
Design technique that ensures browsers adjust based on each unique mobile device
Advantages: o Easy reading o Minimal resizing, panning or scrolling across a wide
range of devices
Challenges: o Takes longer to build, increasing costs o Users’ experiences are not consistent with the full
website
Graphic Examples from August 2012 Tree House Blog: http://blog.teamtreehouse.com/beginners-guide-to-responsive-web-design
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How Is RWD Different?
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• Uses fluid grids versus a fixed grid for design layout• Elements in the layout will resize their widths in
relation to one another• CSS styles can be applied by user
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What’s the Smart Design Choice for Your Business?
Traditional?
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Mobile + Traditional?
Mobile?
RWD?
1 2
3 4
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What You Need to Know
• What are your goals for your site? Lead generation Education Recruiting Creating mobile accessibility
• Who is your audience? Age Professions Geography
• With what devices do they view your site?
• What do they want from your site? Job information Intellectual capital Service/product data
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Who’s visiting?
How are they viewing your site?
What are they accessing?
What devices?
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Know Your Visitors
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• Examples of Free Analytics Google Analytics (google.com/analytics) Yahoo Web Analytics (web.analytics.yahoo.com) 4Q by iPerceptions (4qsurvey.com) Twitalyzer (twitalyzer.com) Google Website Optimizer
• Examples of Fee-based Analytics Crazy Egg (crazyegg.com) Optimizely (optimizely.com) Kissinsights from Kiss Metrics (kissinsights.com) ClickTale (clicktale.com)
Analytic Tools insights from Inc.com article “11 Best Web Analytics Tools,” December 2010: http://www.inc.com/guides/12/2010/11-best-web-analytics-tools.html
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Key Factors in Your Choice
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• Your Business Needs• Your Visitors• The Devices Used• Time & Cost to Develop
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SEO: COVERING THE BASICS
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What Is SEO?
• SEO = Search Engine Optimization The art and science of getting online content traffic
from listings on search engines (website, videos, blogs, etc.)
• What Are the Benefits of Strong SEO? More visitors Higher rankings Increased engagement (downloads, purchases,
comments, likes, etc.)
• What Are the Challenges with SEO? Rules are always changing Requires expertise – hard to do without a skilled
partner, unless it’s your business
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• SEO: Logic, reason and communicating with robot “spiders”
Google “Spiders” crawl the Internet…like a web
Mission: to categorize websites and judge their relevance and authority of content
First they look at your URL/Domain – They know when someone searches for Eli Stutsman, that this site should be served as a result. But, they don’t know what you do unless you have a modifier in your domain – like EliStutsmanAppellateLaw.com
Then they look at your home page “meta-data” – Your “page title” (what shows up in the tab of the browser) and Meta-Description (what shows up on the Google search results page) need to be keyword rich. For example:
• Your Page Title Should be: Eli Stutsman Appellate Attorney Portland, Oregon
• Your meta-description should be:Eli Stutsman | Portland Oregon Lawyer | Appellate law | Federal Appeals | Healthcare Attorney | 621 SW Morrison | Portland, OR 97205 | 503-274-4048
How Does SEO Work?
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• Next Step: Search engines look at main categories of content and the titles of the sections of your content
If you use terms that aren’t frequently used by Internet users, you don’t get ranked.
For example: These terms don’t get enough searches on a monthly basis to even warrant notice from Google. Using them to label your content will guarantee you don’t achieve search engine visibility.
How Does SEO Work?
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• What Happens when You Target Terms with Notable Search Volume?
Spiders compare your content to the websites the search engine deems relevant and authoritative about that topic.
Example: “Court Admissions” provides attorney resource links – not links to appeals lawyers
How Does SEO Work?
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How Does SEO Work?
• Next Step: They look at the content of each page and gauge the density and frequency of terms. This means you have to:
Pick terms people are actually looking for Use those terms as your main section navigation,
and focus on those terms within the site contento In Headlineso In Meta-Data (page titles, meta-descriptions)o In body content at a higher density than the top
ranking competitors
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How Does SEO Work?
• Search engine robots also analyze: How old the site is How many pages there are on the site How often new content is published on the site How many visitors there are to the site (and the consistency of those visitor numbers) How many inbound links there are from “authoritative” third-party sites
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The Foundation
Keyword/Phrase Strategyo Positioning yourself to capture search
trafficBusiness Strategy Support Focuso Executive Searcho IT Recruiting
Site Architecture/Page Naming StrategyContent Development o Keyword densityo Meta-data
Ongoing Maintenance
Content Marketingo Frequent posts and new pageso Keyword rich
Inbound Marketingo Inbound linkso Traffic driving campaignso Social mediao PPC
Website Age and Depth of Content
Components of a Successful SEO Strategy
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SOCIAL MEDIA: ITS ROLE IN YOUR WEB PRESENCE
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Which social media site does your business use most?
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Poll Question #3
A B C
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Social Media Defined
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• Social media is media for social interaction, using highly accessible and scalable communication techniques
• Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue
Source: Wikipedia
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Social Media Best Practices
Treat Social Media Like a Lead Generation Tool+ Identify, listen to and engage prospects (clients and talent)
Boost SEO and Search Rankings+ Without strong SM tools and presence it will be hard to hold high SEO rankings and
build traffic
Find New Customers, Maintain Old Ones+Create social sites and content that will attract potential customers and keep
existing ones engaged and loyal
Target, Target, Target+ Use social media sites and advertising tools to narrowly focus on key audiences
and improve sales, recruiting and marketing spend
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Social Media & Your Website
• Learn which social media sites are most important to your visitors
• How and why are they using them? To find jobs? To find talent? To find services? To gain knowledge? To network?
• Integrate them into your design
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Tips for Integrating Social Media with Your Website
• Prominently feature social media buttons
• Showcase social media forums where your business is active
Twitter feeds? Facebook posts?
• Use Share buttons Make it easy for your visitors to share
content with others
• Analyze Use analytical tools (like Google
Analytics) to identify where social media is working and where it’s not
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CONTENT: HOW IMPORTANT IS IT?
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How fresh is your web content?
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Poll Question #4
A. Very – It updates daily with blogs and social mediaB. Somewhat – We update it weekly or biweeklyC. Not very – We update it once a month or lessD. It’s not – Our content is basically static until we rebuild it
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Common Website Content Challenges
• NOT ENOUGH content Content is not fresh enough to keep people coming back
“92% of blog users who posted multiple times a day acquired a customer through their blog. That figure falls to 66% for those who blogged monthly and 43% for those who posted less than monthly.”
(Source: Hubspot: Online Marketing Opportunity Report)
• Not USEFUL OR INTERESTING to visitors Content that is only about the business and its happenings will bore visitors Content must speak to their interests Content must inform or entertain
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Common Website Content Challenges
• Lack of ORIGINALITY Too much taken from other sources without providing original content Linking away sends visitors…away
• CARELESSNESS Private message goes public (social media faux pas) Insensitive or offensive content
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Ways to Improve Website Content
• EXPAND who is contributing and define their audiences SMEs Executives PR/Communication staff
• POST HIGH-VALUE content consistently Use a schedule
• VARY content Video, blogs, graphics, photos, articles, links, podcasts, etc.
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Ways to Improve Website Content
• Have a GATEKEEPER Nothing should go out unvetted
• TRACK responses Leverage data and analytics to understand what content gets good response
• Focus on SEO Use SEO best practices to improve how prospects find you online
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It’s Your Turn…Questions? Comments?
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Contact Us Any Time
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Michelle Krier, VP Marketing and Digital ServicesTel: 414.617.3103
Email: [email protected] Twitter: @michellekrierwww.twitter.com/clearedgemktg
Lisa Scanlan, Marketing DirectorTel: 561.477.9076
Email: [email protected] Twitter: @lisa_scanlanwww.twitter.com/clearedgemktg