Websites and SEO - online€¦ · Search Engine Optimisation. SEO Keywords Metatags (metadata)...
Transcript of Websites and SEO - online€¦ · Search Engine Optimisation. SEO Keywords Metatags (metadata)...
22 May 2018
Websites and SEOSARAH HALAWANI
TONIGHT’S PLAN
1/ Business and user needs
2/ The website brief
3/ Web usability
4/ Visual design
5/ SEO
6/ Platforms
workshop
1/Business objectives and
user needs
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What is the businessobjective?
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What is the business objective?To establish my consultancyTo market my productTo sell my custom birthday cardsTo host a conferenceTo build my personal brand
WEBSITE BRIEF /Part 1
Who are your users?
Who are your users?Recruiters, Mums, Dads, CEOs, Car owners, Pet owners, Yogis, Delegates, everyone?If everyone - what is their need?They need to: Buy gifts for their family; improve their wellbeing; change company culture
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Spin off questions…What are their needs?What problem are they trying to solve?What are their expectations?Where are they?Which platforms are they using?How old are they?What is their income bracket?Likes/dislikes?Are they time poorAre they detailed oriented or
WEBSITE BRIEF /Part 2
Business objective
Problem being solved for users
Let’s say…I want establish a yoga business
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Scenario 1
- I’ve done my yoga teacher training course- Developed my own practice- Run a few classes- But I might not have enough experience,
capital or students to establish my own studio yet
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OBJECTIVETo build a relationship with my customers
Possible strategies- Teach at my workplace to
build experience and student base
- Teach at other yoga studios to build brand and experience
- Register with relevant associations
Associations
Understand the existing networks, platforms
and tools
At this stage, would investment in other platforms serve my business objective better?
MindBody app
$125.00/month
Scenario 2- I have found a niche in the market - I have the experience and students- I have done the numbers and have the
capital to invest (pay for a website, rent out a yoga studio, buy assets etc..)
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OBJECTIVETo expand my market and establish a professional business
StrategyInvest in building a website to grow and establish the business as part of my broader business and marketing strategy
Who are your users?e.g. University staff and studentsPeople in local area (MQ, North Ryde, Marsfield)Mums, Dads, young men and womenHealth consciousNeed to take care of their well-being and time outNeed to stay in local area
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WEBSITE BRIEF /Part 2
2/The website brief
What is thewebsite objective?To build the reputation of my yoga studio, attract customers and facilitate bookings
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WEBSITE BRIEF /Part 3
What are the functionsof the website?1. Manage online bookings2. Transact payments for classes3. Collect email addresses for newsletter and promotions
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WEBSITE BRIEF /Part 4
What information do users need from my website?1. Timetable and pricing2. Teacher profiles3. Philosophy and approach4. Contact and location details
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WEBSITE BRIEF /Part 4
What is the tone (branding)of the website?Professional, authentic and approachableOr… playful, fun, serious, minimal, dramatic, light, fresh, easy-going, corporate
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WEBSITE BRIEF /Part 5
What makes a website ‘good’?
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3/Web Usability
Web usability
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USER INTERFACE DESIGNWeb Usability
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Respect conventions(unless there is a clear, logical reason to break them)
Provide information users expect
Put your mostimportant content
‘above the fold’
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Mobile Compatible Mobile Responsive Mobile Optimised Mobile App
Mobile responsive
Content HierarchyIt’s essential to consider how best to structure rich content pages, such as landing pages and the homepage, to ensure users are able to find what they came for to accomplish their desired task.https://gathercontent.com/blog/define-successful-content-hierarchy
Consider how you are inviting and guiding users
through your website
Clear ‘Call to action’
Information Architecture“Information architecture is about helping people understand their surroundings and find what they’re looking for, in the real world as well as online.http://www.uxbooth.com/articles/complete-beginners-guide-to-information-architecture/
Information Architecture
50Wix conference template
Information Architecture
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Buy TicketsRegister?
Speakers Program Could speakers and program be on the same page?
Travel tipsAccommodationGroup these together?
AbstractsAbstract submissionsSponsors
What are the right signpost words for your users?
Card Sorting
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Minimise the number of clicksbut don’t put lots of call to actions or buttons on the one page
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Sitemap pages can be useful for users if you have a lot of content
(and google)
4/Visual design
Layout and hierarchyPRIORITISE THE MESSAGING hellofresh.com.au
Negative space
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LOOK AND FEEL / VISUAL HIERARCHY
Colour and imagerySTICK TO THE COLOUR PALETTE awwwards.com
FontsMAXIMUM OF TWO COMPLEMENTARY FONTS fontpair.co
White space (negative space)
ConsistencyLess is moreStick to a colour palette
5/Search Engine Optimisation
SEO
KeywordsMetatags(metadata)
Referrals (backlinks)Technical
SEO is about understanding what people are searching for online,
the answers they are seeking, the words they’re using, and the type of content they wish to consume
How do I make my website more relevant
&authoritative?
SEO
Keywords(content strategy)
Metadata (metatags)
Referrals (backlinks)Technical
TECHNICAL CONSIDERATIONS
Crawl Can a search engine explore your site?
Index Is it clear which pages the search engine should
index and return?
Mobile Does your site adapt for mobile users?
Speed Fast page load times are a crucial factor in
keeping your visitors happy.
Tech Are you using search engine-friendly tech or
CMS for your website?
Hierarchy How is your content structured on your website?
SEO
Keywords(content strategy)
Metadata (metatags)
Referrals (backlinks)Technical
METATAGSFill out the metatags
properly
Site title | Site description | Page titlesPage descriptions | Blog post titles Headings | Image alt tags
All words matter
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All words matter
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SEO tools
SEO
KeywordsMetadata (metatags)
Referrals (backlinks)Technical
KEYWORDS“keywords are basically the building
blocks of your business”https://www.wordstream.com/blog/ws/2017/08/09/easy-keyword-research-guide
Searcher intent“buy boots for narrow feet”
transactional
“how to rank my website better”informational
“CBA netbank”navigational
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Local SEO“yoga near me”
Build your business authority through citations
NAP (Name; Address; Phone Number)
List your NAP on directories
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Whaddya know… new trend“GOAT YOGA” (KEYWORD RISING BY 250%)
SEO
KeywordsMetadata (metatags)
Referrals (backlinks)Technical
ReferralsLinks to your site (backlinks)
What Google wants to see is authoritative and relatable links
talking about your site.
#1
Search term:“Financial advisor near me”
#3
ReferralsBuild relationships with partners,
suppliers, customers, friends
Evaluate sites that are ranked where you want to be ranked.
What are their keywords?Who is referring them?
Can you compete with them?
Remember to spend your time wisely and think about your marketing strategy and
tactics
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Bing
Platforms
• Lots of templates• Flexible (but there is a risk
of losing consistency)• Once you pick a template,
you cannot change it without rebuilding your website
• Not mobile responsive, but they have a dedicated, advanced mobile editor
• eCommerce
• Fast• Secure• Good onboarding
strategy• Customise
templates• Not a huge range of
templates• Mobile responsive
• 14-day trial. Easy to set up
• Good customer experience
• Attractive free themes
• Third-party app store
• Built-in email marketing tools
• Industry standard• Great SEO scores
• Very professional and minimal
• Fixed layouts• Mobile responsive• Can change
template once you’ve started
• Minimal control of look and feel
Drag and drop web builders
PRICING
Basic $4.50Personal $8.50Standard $12.50
Free (contains ads)
Starter $9 Pro $14Business $28
Personal $16 Business $25
With Store
eCommerce $16.50VIP 24.50
Starter $9 Pro $14Business $28Performance $42
Personal $34Business $52
Basic $29Standard $79Advanced $299
Price/month (annual payment req’d in some circumstances)
Drag and drop web builders
Content Management Systems
Wordpress.comFree - limited featuresPersonal $5Premium $10Business $33
+ heaps more
Questions & Workshop
Thank [email protected]