When a search engine giant such as Google has a large usability department, you can be assured that user experience is vital to online and offline marketing. This webcast session will debunk the myth that search engine marketing "tricks" search engines. Whether you are part of software development team, web designer interested in accessibility and usability, concerned about mobile design, or simply trying to fortify search marketing campaigns, this webcast is designed to offer you actionable recommendations, tools, and heuristics to give you the competitive edge.

1. How User Centered Web Design Techniques Enhance Online Marketing Key points of this webcast presented by Kim Krause Berg, Search Marketing and UX Manager of LiBeck Integrated Marketing will include... > Everything placed on a web page has a reason for being there (and if not, remove it.) > Stakeholders and management have different and sometimes conflicting priorities for company web sites such as ecommerce, services, corporate information, and software application based travel sites. Your goal is to always be the end-user's advocate. > Holistic search marketing includes usability, information architecture, search engine optimization, social media marketing, mobile web site design focused on marketing, accessibility, and content development. The integration of user centered techniques offers track able ROI benefits.

4. True Story: WHY Do We Care About User Centered Design June 15, 2011 Copyright 2011 LiBeck Integrated Marketing

11. Common Issue: What’s behind door number 1? June 15, 2011 Copyright 2011 LiBeck Integrated Marketing

18. When a site addresses these initial questions on the homepage, it saves visitors from having to click around to get the answers. It’s preferable to quickly guide them to pages that help them complete a task, such as a sales lead, product browsing, fill out a form, etc. rather than hunting for information. Your search marketing efforts bring in visitors. Your persuasive, usable design makes them stay! Why?

20. June 15, 2011

22. 7. Play with verbs! Go. Find. Order. Buy. Search. Read more. And describe the task or topic along with it. “Read more about [insert topic], “Buy [product name] now” 8. Mobile design relies more heavily on text than images, as does accessibility software (JAWS). Motivate and be concise with every word you choose. 9. Always, always, always, look into your logs and analytics to find all the ways people are finding your web site. Experiment with their search terms by adding them into your content, headings, captions and embedded text links. 10. Show off your team. Add bio’s. Give each person their own page that acts as a landing page that comes up on a search for their name or area(s) of expertise. Make sure that page links to a key task! 11. Display products with description, incentive and "Add to cart" or at minimum, "Get more information on [insert keyword here]. (Never use "click here".) 12. Incorporate trigger words in content – “free”, “new”, “limited time special”, “For sale”, “special”, “lowest price”.