Website Design: Search Marketing Best Practices: Steve Krull
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Why content is (still) King; aligning navigation with user intent, and using research to influence what you think; designing with content in mind. Visit http://www.controleng.com/events-and-awards/marketing-to-engineers/website-design-search-marketing-best-practices.html to download the slides in pdf format, and to watch the recorded presentation.
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Website Design: Search Marketing Best Practices: Steve Krull
- 1. Website (Re)Design Content marketing best practices
- 2. Agenda o Why content is (still) King - Panda's Penguins and Penalties o Aligning navigation with user intent, and using research to influence what you think o Designing with content in mind-If you build it, will they come? o Extras www.BeFoundOnline.com
- 3. Content Is (still) King! • Why Should You Care? • 82% of B2B marketers now employ content marketing as a strategy in their marketing programs. Source: HiveFire 2012 study www.BeFoundOnline.com
- 4. Make Content Part of Online Strategy B2B marketers know their customers and prospects are online, which is why they're focusing their marketing efforts on the Internet. How Content Marketing Benefits B2B Marketers: • Engages prospects • Increases brand credibility & thought leadership • Generates qualified leads & sales • Relatively low marketing cost www.BeFoundOnline.com
- 5. Components of Content Marketing Content Creation Content Management Blogger Outreach This includes writing blogs, resource articles, infographics, landing pages, etc. Content that is either created by the client or by 3rd party and is optimized and posted on the clients’ blog or web pages. Finding influential bloggers and creating a list of potential bloggers. www.BeFoundOnline.com
- 6. Pandas, Penguins, and Penalties • Google Panda (2011) - filter “low quality content” • Google Penguin (2012) - discourage / punish spam • Reasons for Penalties • Over Optimization • Bad or Suspicious Links • Virus & Malware • Lack of user experience • Duplicate/copied content • High Bounce Rate • PSST, don’t forget to talk about Authorship!! www.BeFoundOnline.com
- 8. User Intention – What is it they seek? Research what your buyers want. You Are Not The Target. Consider what questions your prospects ask during the sales process Use Google analytics to uncover what makes users land on a page (& then blow it up!) • what keywords are they using • what are people entering in your site search box. “blending solutions for plastic packaging” “remote IO installations” “stereo 3D camera” www.BeFoundOnline.com
- 9. Build Content For Maximum Effect Design your website with content in mind Develop & Optimize Content • Develop your own content • Obtain content from credible sources • LinkedIn Posts • White papers • Guest Bloggers/Blogging • Webinars/How-to Videos To reach as many people as you can, you need to serve your content up in different ways. www.BeFoundOnline.com
- 10. Challenges B2B Marketers Face www.BeFoundOnline.com 64% of B2B marketers say that producing enough content was their #1 challenge. 43% of B2B marketers are developing both in-house and outsourced content. • Outsourcing vs. Hiring • Ongoing process • How much is enough? Source: Content Marketing Institute and MarketingProfs Study of 1,416 B2B marketers in North America
- 11. Integration Matters, Especially in B2B Align navigation with content goals Integrate Content • Use flexible CMS to tie content to a product/category • Consider page lay out with case studies • Integrate content using best practices • Ability to share content directly to social media channels Best Practices for Article Optimization If you really want to convert visitors and nurture your audience, you must build trust with them www.BeFoundOnline.com
- 12. If You Build It, Will They Come? Reach your target market Path To Your Prospects • Multiple touchpoints • Social elements • 3rd Party Engagement Results • Higher page rank • Leads & conversions! How an optimized article can find its way to your target audience. www.BeFoundOnline.com
- 13. Remember These Three Things Content Marketing is a Popularity Contest • The more credible “friends” you have, the higher you’ll be ranked Your Competition is Focusing Efforts on Content Marketing • What is your strategy for 2013? Make Sure Content Strategy is Part of Your Website (re)design • Integrate content alongside your products. Add videos, blog posts, articles – they don’t have to be yours, just make sure you cite the source www.BeFoundOnline.com
- 14. Gratuitous Site Launch Guidelines Rule Numero Uno – Redirect 80% of your Organic Traffic • If Google can’t find the new pages, they can’t send traffic Robots.txt is your friend! • Use to keep search spiders from finding unwanted content • Also comes in convenient Meta tag form Keep your content close! • Never move products extra clicks away • Shorten the distance between the Top and Products if you can • Avoid assigning products to multiple categories if possible Manage your Meta • Page Titles are still a very important tag for Google (others too, but I’m out of space…) Random Thinkages • Don’t outsmart Google • Crawl the site yourself (Visual Web Spider, Screaming Frog, Xenu) • Watch indexation & use Webmaster tools • Check “site search” behavior immediately after launch • Analytics is not just a friend, it’s your best friend www.BeFoundOnline.com
- 15. Gratuitous Upper Management Slide It’s not an Expense, it’s an Investment • Websites cost money – Online Marketing prints it Aim for Efficiency • New platforms need to do more than be a pretty site – it has to make life easier in several ways Make the Kool-Aid, don’t drink it • Remember, they are marketing to you, same as you are them…look under the hood, talk to users, check out user groups (get your nerd on) Objectivity pays the rent • Pet platforms are great and so are pet developers, but pick the one that’s truly right for the job Random Thinkages • There’s often no cure for “El Jefe’s” pet platform! • Support your decisions with metrics: Conversion Rate, Bounce Rate and Lifetime/Average Value • Save yourself from an ROI calculation if you can • Analytics is not just a friend, it’s your best friend www.BeFoundOnline.com
- 16. Be Inspired Be Passionate Be Creative Be Amazing Why BFO? ◦ Search tailored to your business goals ◦ Success across many platforms ◦ We solve technical SEO problems every day ◦ We do more than SEO ◦ We love helping clients make money www.BeFoundOnline.com Steve Krull ◦ Steve@befoundonline.com ◦ 877.553.6863 (call the office) ◦ 773.904.1182 (or hit me directly!) ◦ http://www.linkedin.com/in/stev ekrull/
Notas do Editor
- The center of gravity for content marketing is a brand website — whether it be a branded URL or a microsite for a brand’s specific product.
- Over optimization - This is very important. People who don't have quality content over optimize their websites. So you should do what is necessary, and no more!High keyword density - This is like calling out loud to search engines; "check me! check me! I have the most keywords!". And they don't like it when you call them. Using excessive keywords is also a form of spamming, since you are seeking for search engines' attention. In the past, pages were ranked according to the number of keywords they had. Not anymore though. Always keep that in mind.Virus and malware - People simply hate it when they land on a website infected with a virus. And so does Google. Having a virus on your site, or even having too many spam or bot scripts can trigger the alarm bells for Google. Please review your website regularly from now on.Lack of user experience - Now this is very crucial, and Google has been stressing on this a lot lately. Pleasing the search engine is one thing. Pleasing the visitors is another. Even with adequate SEO, a website that lacks a good user experience might have been hit by Google.Duplicate / copied content - Yeah you think you are making things easier for yourself when copying content, but actually, you aren't. In fact, quite the contrary, you are axing your own feet. Google hates it when it finds duplicate content on your website. Never copy from another source, and never use redundant content.High Bounce Rate - Make sure to reduce the number of banners and other heavy graphics as much as possible to make sure your site loads faster. Slow loading blogs are hated by visitors and so by Google. Do not reduce the size of the page so much that it may begin looking dull and grey. Be creative yet smart!
- Why content is (still) King-Panda's Penguins and PenaltiesAligning navigation with user intent, and using research to influence what you thinkDesigning with content in mind-If you build it, will they come?
- sharing of online documents and content directly to social media channels