ignition - ways to make your website work harder

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4 WAYS TO MAKE YOUR WEBSITE WORK HARDER Presented by Andy Chemney Managing Director, Ignition CBS Ltd

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Page 1: Ignition - Ways to make your website work harder

4 WAYS TO MAKE YOUR WEBSITE WORK HARDER

Presented by

Andy Chemney

Managing Director, Ignition CBS Ltd

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HOW SEARCH ENGINES WORK

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Google is thinking…..

Which sites are most RELEVANT to the search query?

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• Meta title tag of page/site• Meta description tag of page/site• Content on the page • How frequently the site is updated• Age of domain• Volume of links to page/site• Quality of links to page/site• Keywords are now irrelevant!

WHAT DOES GOOGLE USE TO DECIDE ON RELEVANCE?

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TITLE TAGDESCRIPTION TAG

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TITLE TAG

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TITLE TAG - SUMMARY

• Most important to Google - first thing it reads• Title tag “summarises” what that page is about (not the site!!) – this allows Google to

put you in the right part of the library• Google displays its results using the content of the title tag• Tip: Create your Title Tag by composing a sentence that contains your keywords and

key phrases - max 70 characters• Tip: Create a different Title Tag for each page depending on the content

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DESCRIPTION TAG HELPS CLARIFY MOTIVATION

“My car’s been stolen, what

should I do?”

“I want to prevent car theft”

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DESCRIPTION TAG SUMMARY

• Describes the content of the page accurately and succinctly• Serves as a short text “advert” to click on your results in the search results –

Google Instant may increase importance of this• Tip: Character limit is 160• Tip: Write it like and advert - compelling and informative.

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THE IMPORTANCE OF INBOUND LINKS

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LINKERATI

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FINDING YOUR LINKERATI

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CHECK YOUR (AND YOUR COMPETITORS!) LINKS

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IMPROVE YOUR LANDING PAGES

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EYE-TRACKING STUDY SUMMARY

• Ads in the top and left portions of a page will receive the most eye fixation• Ads placed next to the best content are seen more often • Bigger images get more attention• Clean, clear faces in images attract more eye fixation• Use real people in photos if you can - using models doesn’t fool us• Fancy formatting and fonts are ignored• Headings draw the eye • Initial eye movement focuses on the upper left corner of the page• Large blocks of text are avoided• Lists hold reader attention longer• One-column formats perform better in eye-fixation than multi-column formats• People generally scan lower portions of the page

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EYETRACKING STUDY SUMMARY

• Readers ignore banners• Shorter paragraphs perform better than long ones• Show numbers as numerals• Text ads were viewed mostly intently of all types tested• Text attracts attention before graphics • Type size influences viewing behavior • Users initially look at the top left and upper portion of the page before moving

down and to the right• Users only look at a sub headline if it interests them• Users spend a lot of time looking at buttons and menus• White space is good.

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THE POWER OF DIRECTIONAL CUES

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“THE FOLD” ISN’T THAT IMPORTANT

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CONTENT IS KING

• Write good descriptive content in sensible chunks • Display expertise• Solve buyer problems• Try and sensibly repeat your key words or phrases in the body text • As well as your website, publish your content more widely…

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WHERE DO I PUBLISH?

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MAKE YOUR SITE EASIER TO CHOOSE

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MAKE YOUR SITE EASIER TO CHOOSE

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4 WAYS TO MAKE YOUR SITE WORK HARDER

1. Essential: ensure your title & description tags are correct 2. Essential: focus on building relevant in-bound links3. Desirable: test and improve your landing pages4. Desirable: add some element of 3rd party approval.

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ANY QUESTIONS?

Next free seminar : Oct 31st – Internet Marketing Refresher.

Book your place at our website www.ignitioncbs.co.uk

or see us at our stand after the presentations.