Three New Year's Resolutions for your Website: 1. Optimize for Mobile 2. Don't forget about the Technical Stuff 3. Improve what's inside - the content!

1. 2012 New Year’s
Resolutions Your
Website Wants You
to Make
Caitlin Kaluza
PR/Communications Manager
Schipul – The Web Marketing
Company
Photo credit: flickr.com/photos/ginnerobot/4403110664

2. 1. OPTIMIZE FOR MOBILE

3. Mobile Optimization
• 44% of Americans surf
the web on their phone
• By 2014, Mobile web
traffic will surpass PC
Traffic
• 50% of Local Searches
happen on a phone
• 86% of people use their
phone in front of a TV
• Source bit.ly/mobile2011stats
Caitlin Kaluza | Schipul – The Web Marketing Company | @schipul

4. Mobile Optimization
• Mobile Results are Different than
PC Results
• Mobile Keywords are Different
• A Mobile Optimized Site Matters
• Two Types of Mobile Site:
• Separate Site i.e. m.bestbuy.com
• Mobile Stylesheet
Caitlin Kaluza | Schipul – The Web Marketing Company | @schipul

5. Mobile Optimization: TO DO
1. Check out your site on as many mobile devices as
you can – iPhone, Android, Blackberry, iPad
2. Search for your top keywords on mobile Google
3. If you’re using a mobile site, submit the sitemap to
Google using Google Webmaster Tools
Caitlin Kaluza | Schipul – The Web Marketing Company | @schipul

6. 2. DON’T FORGET THE TECHNICAL
STUFF

7. Don’t Forget the Technical Stuff
• No site works “out
of the box”
• Where you host
your website
matters
• Security is
#1, Service &
Uptime also matters
• To the Cloud!
Photo credit: flickr.com/photos/naama/26197865 Caitlin Kaluza | Schipul – The Web Marketing Company | @schipul

8. Technical: TO DO
1. Think back on the technical challenges you faced in 2011
- Sections of the site that are difficult to
update, Uptime, Server issues, Issues your site visitors
have mentioned
2. Resolve to do something about them in 2012
3. Learn About the Cloud
• Short Version - commoncraft.com/video/cloud-computing
• Long Version - schipul.com/what-is-the-cloud
Caitlin Kaluza | Schipul – The Web Marketing Company | @schipul

9. 3. IMPROVES WHAT’S INSIDE –
CONTENT!

10. What Do Search Engines Look For?
• Readable Text
• Fresh, unique content
• Good site architecture
• Unique meta info
• Relevant inbound links
http://bruceclay.com/seo-hierarchy-of-needs.htm
Caitlin Kaluza | Schipul – The Web Marketing Company | @schipul

11. Content is King
Photo credit: flickr.com/photos/8749778@N06/5867410093 Caitlin Kaluza | Schipul – The Web Marketing Company | @schipul

12. How is Your Content Doing Now?
Keyword Density Analyzer Report
schipul.com/sem-tools
You should see
your brand
name, your top
keyword
phrase, & your
geography
Caitlin Kaluza | Schipul – The Web Marketing Company | @schipul

13. What Words Should you Focus On?
Make a list of top
keywords
Use Google
keyword tool to
analyze
competition vs.
demand
Caitlin Kaluza | Schipul – The Web Marketing Company | @schipul

14. Brainstorm New Content
• Think about types of
content : Videos, White
Papers, Photos, Articles,
Case Studies, Email
Newsletter, Infographics
• What is the goal of your
website?
• Look at keywords for
what is working and
what is missing
• Think about “cool stuff”
that people will want to
share
Caitlin Kaluza | Schipul – The Web Marketing Company | @schipul

15. Content: TO DO
1. Audit your site for out of date content & sections
that need love
2. Make a list of new pages you want to add in 2012
3. Create an editorial calendar and delegate the work
Caitlin Kaluza | Schipul – The Web Marketing Company | @schipul

16. KEEPING YOUR RESOLUTIONS

17. Keeping Your Resolutions
1. Add new content regularly
2. Look at Stats every Month
– Look for changes
– Come up with one action item based on stats
3. Let Your Website be a Living Thing
Caitlin Kaluza | Schipul – The Web Marketing Company | @schipul

18. CAITLIN KALUZA
SLIDESHARE.NET/SCHIPUL
@SCHIPUL
Photo Credit: flickr.com/photos/44124279284@N01/5870360995