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een presentatie van Iain Davenport November 2010

Ask yourself2 Questions

Is your site SUCCESFUL?

WHY do you have a website?

CLEAROBJECTIVES

TARGETAUDIENCE

DIRECTION

CONNECT

MEASURE

EVALUATE

ADAPT

Continuousdevelopment

HOW CAN I GETTHE MOST OUT OF MY WEBSITE?

BUSINESS = UNIQUE x CONVERSION x LOYALTY VISITORS RATE RATE

Formula for web success

Jacob Nielson

WHICH DIRECTION

TODAY’SWORKSHOP

1. SEO

2. SOCIAL MEDIA

3. USER EXPERIENCE

GENERATING TRAFFIC

BEING FOUND

3.6 MILLION REGISTERED .NL DOMAINS

231.5 MILLIONWEBSITES WORLD WIDE

HOW TO GETNOTICED

used search to find new web pages

used search to look for recommendations.

85%49%

Search Enginesare not theInternet

SPIDERS

GETTING INDEXED

SEARCH ENGINEOPTIMIZATION

TRAFFICthe result but not the aim

Match content to what people are trying to find

THE WRONGTRAFFIC

Dynamic, Relevant, Appealing

CONTENT

WRITING FOR 2 AUDIENCES

CreativityAnalyticalinsight

WORDS

KEYWORDS

KEYWORDSInformation about information

BROADNARROW

BROAD

NARROW

LONG TAIL

BROAD KEYWORDS61.8 million results

NARROW KEYWORDS6.4 million results abt. 90% reduction

SEO vs PPCShort term gains vs long term sustainability

Elliance infographics

OPTIMIZE PROMOTE

2 SIDES OF SEO

ACCESSABLE

ACCESSABLE

MOBILE

“12 5 mln Europeans will regularly use mobile internet services by 2013”

Forrester research

Mobile Internet grows from 10 % in 2006 to 30% in 2009

Netherlands

Het Centraal Bureau voor de Statistiek

STRUCTURE

DESCRIPTIVECODE

UNIFORMITY

OPTIMIZE PROMOTE

2 SIDES OF SEO

LINK BUILDINGSIGN POSTING YOUR WEBSITE

LINK ANALYSISQUALITY AND QUANTITY

POPULARITY

RELEVANCE

DON’T MOVEMOUNTAINS

Elliance infographics

Outbound link

Inbound link

LINKBAITING

Elliance infographics

CREATING A BUZZSOCIAL MEDIA

MAVENSIndependent thinkers whoact as information brokers

CONNECTORSGregarious individuals with anextensive social network

CHAIN REACTION

WHO SHOULD YOU BE LISTENING TO?

NETHERLANDS& BELGIUM

“Your image is what people say about you when you’ve left the room”

Jeff Bezos, Amazon

FOLLOW THE CONVERSATION

JOIN THE CONVERSATION

CONVERSION RATE

LOYALTYRATE

Formula for web success

TRAFFIC WITHOUT CONVERSION

CONVERSIONis what the user does; it’s the ‘take action’ part of the decision process

USEREXPERIENCE

REMOVINGBARRIERS

PERSUADEKnowing What To Do Is not the same as being presented a reason why

UNDERSTANDTHE USER

“You are NOT the user. Neither is your boss.”

Jessyca Frederick ‘This Next’

“Just because nobody complains doesn’t mean the parachutes are perfect”

Benny Hill

THE BASICS

DON’T MAKE ME THINK

MINDLESS CHOICES

DESIGNBILLBOARD

REDUCE NOISE

OMIT NEEDLESS WORDS

USE THE RIGHT LANGUAGE

GOODWILL

Each user has their own reservoir of goodwill

POLITE

A GOOD WEBSITE IS...

INTUITIVE

EASY

DESIRABLEDESIRABLE

USEFUL

CONSISTENT

USER EXPERIENCE MUST BE...

SATISFYING

ENJOYABLE

EMPOWERING

MEMORABLE

“In life, strong and fulfilling emotional bonds are fundamental to enduring relationships.”

Jesse James Garrett

LOYALTY

CONCLUSIONSCONCLUSIONS

HOLISTICAPPROACH

THE END... Iain Davenport November 2010

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