No Panic workshop
Transcript of No Panic workshop
Haal meer uit u website
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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