does your website make your visitors do what you want them to do?
DESCRIPTION
A presentation that I delivered recently at the Verbanet Knowledge Cafe that focuses on the basic fundamentals of website design, which is "Attracting Customers" and "Converting Customers".TRANSCRIPT
1
Does your website make your visitors do what you want them to do?
A talk about getting back to the basics
Anup Narayanan - Verbanet Technologies - Feb 19, 2012
2
SEO is the process of increasing the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP)
Background: My search for the best definition of SEO
“SEO - Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results.”The process of maximizing the number of visitors
to a Web site by ensuring that the site remains high on the list of results returned by...
SEO is the process of increasing the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP)
SEO is the process of increasing the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP)
The process of maximizing the number of visitors to a Web site by ensuring that the site remains high on the list of results returned by...
“Does your website make your visitors do what you want them to
do?”
The process of maximizing the number of visitors to a Web site by ensuring that the site remains high on the list of results returned by...
The process of maximizing the number of visitors to a Web site by ensuring that the site remains high on the list of results returned by...
The process of maximizing the number of visitors to a Web site by ensuring that the site remains high on the list of results returned by...
3
Focus of the talk – 2 parts
Attract Convert
Website Business
4
Interesting!
Google changed it’s algorithm around 500 times in 2010
“That’s 1.3 times a day”
Eric Schmidt, Executive Chairman, Google
5
The advent of personalized search
When two users search for “buy flowers in Dubai” they need not see exactly the
same results
6
Ask a search engine …
Build the website for users, not for Search Engines…
7
Users …let’s stop calling them that…
The web is used by people…
8
The web is used by people
People with families
9
The web is used by people
People with passion
10
The web is used by people
People with aspirations
11
The web is used by people
People like you and me
12
The web is for the people…
“Focus on people and the search engines will take care of itself”
13
Building a website for people – 2 parts
Attract Convert
Website Business
14
Building a website for people
Part 1 – Attracting people
15
Question?
Is your website management,
The problem of the IT team?
Or
The job of the marketing team?
16
Involve marketing/ branding + IT
This is how I want the world to see us
I will show it in the technically correct way
IT/ SEO/ Web Experts
Marketing/ Branding
17
Marketing/branding involvement
• Communicate the services/ offerings in the correct way
• Right language and tone• Colors , Logo etc…• Others…
Present the website in the correct way to Search Engines
18
Search is fundamental to human nature…
For Food For Information
Sometime back…(& still do) Recently…
19
A fact…
“The Search Engine Space is Crowded”
Just 10 slots available on page one…
Desperation leads to short cuts, stay out of it...
20
Apart from Search Engines?
Search Engines
Direct Traffic Affiliates
Referals:
FacebookDiggLinkedInSlideshareTwitter
21
How your brand will evolve online?
Search Engines
Direct Traffic
Affiliates
Referals: Facebook, Digg, LinkedIn, Slideshare, Twitter
Brand discovery
Brand recall
Brand loyalty
22
It works like this….
Nobody searches for “Shiny white sleek laptop”
They type www.apple.com
Can you reach there?
23
Traffic Generation: Search, Referrals, Direct, Affiliates
Brand discovery
Brand recall
Brand loyalty
Outside the website
On the website
24
Building a website for people
Part 2 – Converting
25
Recap
1. Planning2. Consistency3. Optimization4. Typography5. Portability6. Speed7. Content8. Accessibility9. Technology10.Interaction
26
Recap
1. Planning2. Consistency3. Optimization4. Typography5. Portability6. Speed7. Content8. Accessibility9. Technology10.Interaction
27
Be bold
www.highrisehq.com
28
Be original – What works best for you?
www.craigslist.org
29
Recap
1. Planning2. Consistency3. Optimization4. Typography5. Portability6. Speed7. Content8. Accessibility9. Technology10.Interaction
30
The element of honesty
I will write an article where the keyword “florist in dubai” will appear 6 times…
I will write an article about flower arrangements…
Vs.
Write content for users…not search engines
31
The element of sharing…
Think Wikipedia
You get the idea…
32
The element of consistency…
Stick to your plan
33
Attract + Convert
When you get it right?
34
When you get it right…
Traffic Generation: Search, Referrals, Direct, Affiliates
Brand discovery
Brand recall
Brand loyalty
Outside the website
On the website
35
…this is what happens…
Attract Convert
Website Business
Brand recall, Word of Mouth, Direct Traffic
36
Do people search for “online shopping portal” or visit www.souq.com
Do people search for “online classifieds portal” or visit www.dubizzle.com
Brand recall, Word of Mouth, Direct Traffic
37
The aim…
Maximum “Direct Traffic” to your siteDemonstrates: Brand visibility and brand
recall….Branding/ marketing must be involved
38
Who do you need to get it done?
(---------------------------?-------------------------------)
39
Things can go wrong when marketing meets IT
Marketing
IT
Playtime over
boys….back to work
40
You need someone to …
1. Bring together Marketing and IT2. Set the overall objective and constantly
remind people about it3. Get the simple things right …(which is not
simple)4. Create a plan5. Stick to the plan
Build your equity and assets on the online digital platform
41
What must you check?
1. Number of visits1. Direct2. Search3. Referral4. Advertisement
2. Bounce rate3. Conversion rate4. Average Time on Site/ Page5. Return visitors
Install Google Analytics
42
Summary
Rewind and then I stop
43
Web 2.0
Web 2.0 is an architecture of collaboration
Tim O’ Reilly
44
Web 2.0 is by the people
People have absolute power to determine
what they like or don’t like online
45
The web is used by people
People with families
46
The web is used by people
People with passion
47
The web is used by people
People with aspirations
48
The web is used by people
People like you and me
49
Stay people focused (not search engine focused)
Build your site for the peopleBe honest, Be sharing, Be consistentStick to the plan…
The search engines will come SEARCHING for you…
50
Thank you
Anup NarayananFeb 19, 2012