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Optimizing Your Website

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How do you optimize your website? Optimizing a website requires thought and planning. It first starts with understanding what kind of people do you want your website. Once you know who they are - then determine what you want them to do when you get there. Optimization is about creating a world-class website experience through clear content, user-friendly design and keyword optimization.

This presentation is part of HubSpot's complimentary Inbound Certification. Get started at: http://academy.hubspot.com/certification

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Optimizing Your Website

  1. 1. OPTIMIZING YOUR WEBSITE. Inbound Certification Class #2
  2. 2. #INBOUND
  3. 3. 1  Website optimization and inbound marketing 2  How to optimize a website: best practices 3  What website optimization in execution looks like 4  Key takeaways and resources AGENDA
  4. 4. WEBSITE OPTIMIZATION & INBOUND MARKETING.1
  5. 5. What is website optimization?
  6. 6. What is optimization?
  7. 7. DEFINITION OF OPTIMIZATION An act, process, or methodology of making something as fully perfect, functional or effective as possible.  
  8. 8. But, a quick Google search will help you to see, website optimization means something different.
  9. 9. It focuses on “search engine optimization” or “SEO” as synonyms for website optimization.
  10. 10. BUT, THAT’S NOT THE FULL TRUTH. The industry’s standards are still antiquated.
  11. 11. People still think “website optimization” means ranking at the top of a search engine.
  12. 12. However, that’s only one small piece of the puzzle.
  13. 13. •  Search engine ranking •  User experience •  Lead conversions •  Customer acquisitions •  Customer delight TYPES OF WEBSITE OPTIMIZATION
  14. 14. OPTIMIZE A WEBSITE: BEST PRACTICES.2
  15. 15. Optimize websites for searchers and search engines.
  16. 16. More information about searchers. 1  Searchers are people. 2  They buy your product or services. 3  They’re searching to accomplish something, know something or to navigate to something.
  17. 17. More information about search engines. 1  Search engines crawl content to understand the purpose. 2  Googlebot is Google’s spider. But there are people too. 3  They index content based on the perceived purpose of the content. 4  Uses lots of ranking factors in indexing.
  18. 18. Google has over 200 different factors that go into the ranking algorithm.
  19. 19. Google has over 200 different factors that go into the ranking algorithm. The goal is to deliver the best results possible.
  20. 20. Focus on searchers and search engines will be happy, too.
  21. 21. TYPES OF WEBSITE OPTIMIZATION
  22. 22. Semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals. BUYER PERSONAS
  23. 23. Semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals. BUYER PERSONAS ARE SEARCHERS
  24. 24. HOW TO OPTIMIZE YOUR WEBSITE Have a goal in mind for what you’d like to accomplish with your website. Make it easy to understand and crawl.
  25. 25. HOW TO OPTIMIZE YOUR WEBSITE Have a goal in mind for what you’d like to accomplish with your website. Make it easy to understand and crawl.
  26. 26. •  Search engine ranking •  User experience •  Lead conversions •  Customer acquisitions •  Customer delight TYPES OF WEBSITE OPTIMIZATION
  27. 27. •  Search engine ranking •  User experience •  Lead conversions •  Customer acquisitions •  Customer delight TYPES OF WEBSITE OPTIMIZATION
  28. 28. •  Search engine ranking •  User experience •  Lead conversions •  Customer acquisitions •  Customer delight TYPES OF WEBSITE OPTIMIZATION
  29. 29. •  Search engine ranking •  User experience •  Lead conversions •  Customer acquisitions •  Customer delight TYPES OF WEBSITE OPTIMIZATION
  30. 30. HOW TO OPTIMIZE YOUR WEBSITE Have a goal in mind for what you’d like to accomplish with your website. Make it easy to understand and crawl.
  31. 31. HOW TO OPTIMIZE YOUR WEBSITE Have a goal in mind for what you’d like to accomplish with your website. Make it easy to understand and crawl.
  32. 32. 3 WAYS MAKE YOUR WEBSITE EASY TO CRAWL & UNDERSTAND 1  Design 2  Content, Topics/Keywords 3  Formatting of content
  33. 33. 3 WAYS MAKE YOUR WEBSITE EASY TO CRAWL & UNDERSTAND 1  Design 2  Content, Topics/Keywords 3  Formatting of content
  34. 34. FOCUS ON: COGNITIVE FLUENCY
  35. 35. DEFINITION OF COGNITIVE FLUENCY “Fluency is the ease of which something is processed.”  
  36. 36. What website experience do you expect when we say the words “Saucony running shoes women”
  37. 37. What website experience do you expect when we say the words “Saucony running shoes women”
  38. 38. What website experience do you expect when we say the words “marketing software”
  39. 39. What website experience do you expect when we say the words “marketing software”
  40. 40. What website experience do you expect when we say the words “hvac boston, ma”
  41. 41. What website experience do you expect when we say the words “hvac boston, ma”
  42. 42. DESIGN EXAMPLES •  Great cognitive fluency •  Simple navigation •  Relevant color scheme •  Streamlined next steps readily available
  43. 43. Researchers found that not only will users judge websites as “beautiful” or not within 1/50th – 1/20th of a second, but also that “visually complex” websites are consistently rated as less beautiful than their simpler counterparts. SOURCE: GOOGLE, AUGUST 2012,  
  44. 44. 3 WAYS MAKE YOUR WEBSITE EASY TO CRAWL & UNDERSTAND 1  Design 2  Content, Topics/Keywords 3  Formatting of content
  45. 45. CONTENT TOPIC AND KEYWORD EXAMPLES •  Relevant content based on users intent from search query. •  Relevant content to topic of search query. •  Provides value to searcher.
  46. 46. REMEMBER: Use the language of your buyer personas.
  47. 47. 1  Page Title 2  URLs 3  Page Headers 4  Content 5  Meta Description CONTENT TOPIC OR KEYWORD (on-page SEO)
  48. 48. 1  Page Title 2  URLs 3  Page Headers 4  Content 5  Meta Description CONTENT TOPIC OR KEYWORD (on-page SEO)
  49. 49. 1  Page Title 2  URLs 3  Page Headers 4  Content 5  Meta Description CONTENT TOPIC OR KEYWORD (on-page SEO)
  50. 50. 1  Page Title 2  URLs 3  Page Headers 4  Content 5  Meta Description CONTENT TOPIC OR KEYWORD (on-page SEO)
  51. 51. CONTENT TOPIC OR KEYWORD (on-page SEO) 1  Page Title 2  URLs 3  Page Headers 4  Content 5  Meta Description
  52. 52. 1  Page Title 2  URLs 3  Page Headers 4  Content 5  Meta Description CONTENT TOPIC OR KEYWORD (on-page SEO)
  53. 53. 1  Page Title 2  URLs 3  Page Headers 4  Content 5  Meta Description CONTENT TOPIC OR KEYWORD (on-page SEO)
  54. 54. 1  Page Title 2  URLs 3  Page Headers 4  Content 5  Meta Description CONTENT TOPIC OR KEYWORD (on-page SEO)
  55. 55. 3 WAYS MAKE YOUR WEBSITE EASY TO CRAWL & UNDERSTAND 1  Design 2  Content, Topics/Keywords 3  Formatting of content
  56. 56. CONTENT FORMATTING EXAMPLES •  Font hierarchy (subheads with different colors, sizes or font styles) •  Include pictures •  Short sentences & paragraphs •  Bullets •  Bolding, italics & hyperlinked content
  57. 57. CONTENT FORMATTING EXAMPLES •  Font hierarchy (subheads with different colors, sizes or font styles) •  Include pictures •  Short sentences & paragraphs •  Bullets •  Bolding, italics & hyperlinked content
  58. 58. 3 WAYS MAKE YOUR WEBSITE EASY TO CRAWL & UNDERSTAND 1  Design 2  Content, Topics/Keywords 3  Formatting of content
  59. 59. HOW TO OPTIMIZE YOUR WEBSITE Have a goal in mind for what you’d like to accomplish with your website. Make it easy to understand and crawl.
  60. 60. Websites should not be static, they should evolve.
  61. 61. WHAT WEBSITE OPTIMIZATION IN EXECUTION LOOKS LIKE.3
  62. 62. What do you think this website did well to optimize the homepage?
  63. 63. Simple design Good cognitive fluency Similar language to buyer personas Great use of headers, images, videos, etc. Visible & logical next steps Noteworthy optimization notes:
  64. 64. What do you think this website did well to optimize the homepage?
  65. 65. Simple design Easy-to-digest formatting Great usage of buyer persona’s language Clear, streamlined next steps Relevant, helpful content Noteworthy optimization notes:
  66. 66. What do you think this website did well to optimize the homepage?
  67. 67. Relevant, helpful content Easy-to-digest formatting Clear, streamlined next steps Social sharing options Great length to fully cover the topic Noteworthy optimization notes:
  68. 68. What do you think this website did well to optimize the homepage?
  69. 69. Clear, streamlined next steps Relevant, helpful content Simple design Easy-to-digest formatting Great usage of buyer persona’s language Noteworthy optimization notes:
  70. 70. Don’t obsess over ranking factors, do the right thing (and your visitors will come).
  71. 71. KEY TAKEAWAYS AND RESOURCES.4
  72. 72. KEY TAKEAWAYS 1  Website optimization is more than just search engine optimization. 2  Websites should attract, convert, close and delight. 3  Make your pages easy to understand and crawl to satisfy search engines and searchers. 4  Quality content that satisfies your users will always rank at the top of search engines. 5  Websites are always not static, they should always be evolving.
  73. 73. 1  Learn SEO from the Experts [eBook] 2  Search quality guidelines from Google [blog post] 3  Easy explanations to learn SEO – based on Matt Cutts’ webmaster videos [video series] RESOURCES

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