We Websi sites s and nd SE SEO SARAH HALAWANI 22 May 2018 1/ - - PowerPoint PPT Presentation

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We Websi sites s and nd SE SEO SARAH HALAWANI 22 May 2018 1/ - - PowerPoint PPT Presentation

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We Websi sites s and nd SE SEO SARAH HALAWANI 22 May 2018 1/ 1/ Busines ess an and user er need eeds 2/ 2/ T The w websi site te b brief 3/ 3/ Web usabil ilit ity 4/ Visual design 4/ 5/ 5/ S SEO TO TONIGHT TS S

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22 May 2018

We Websi sites s and nd SE SEO

SARAH HALAWANI

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TO TONIGHT’ T’S S PLA PLAN

1/ 1/ Busines ess an and user er need eeds 2/ 2/ T The w websi site te b brief 3/ 3/ Web usabil ilit ity 4/ 4/ Visual design 5/ 5/ S SEO 6/ 6/ Pl Platforms work workshop

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1/ 1/ Bu Busines ess o

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bject ectives ves a and d us user ne needs ds

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Wha What i t is the bus the busines ness

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  • bjective?
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Wh What is the bu busin iness obje bjectiv ive?

To establish my consultancy To market my product To sell my custom birthday cards To host a conference To build my personal brand

WEBSITE BRIEF /Part 1

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Who are your users?

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Wh Who are your us users?

Recruiters, Mums, Dads, CEOs, Car owners, Pet owners, Yogis, Delegates, everyone? If everyone - what is their need? They need to: Buy gifts for their family; improve their wellbeing; change company culture

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Spin off questions… What are their needs? What problem are they trying to solve? What are their expectations? Where are they? Which platforms are they using? How old are they? What is their income bracket? Likes/dislikes? Are they time poor Are they detailed oriented or

WEBSITE BRIEF /Part 2

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Bu Busines ess o

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bject ective ve Pr Probl blem em bei being ng s solved ed fo for us user ers

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Le Let’s say… I I wan ant t estab tabli lish a a yog

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a business

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Sc Scenario io 1

  • I’ve done my yoga teacher training course
  • Developed my own practice
  • Run a few classes
  • But I might not have enough experience,

capital or students to establish my own studio yet

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OBJECTIVE To build a relationship with my customers Possible strategies

  • Teach at my workplace to

build experience and student base

  • Teach at other yoga

studios to build brand and experience

  • Register with relevant

associations

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Associations

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Unde Understa tand the nd the e exis isting ting ne netw tworks, pl , platfo tforms an and tools

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At th At this s sta tage, wou would i ld investm tment i t in oth

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pla platf tfor

  • rms serve my bu

business obj

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tive be bette tter?

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MindBody app

$125.00/month

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Sc Scenario io 2

  • I have found a niche in the market
  • I have the experience and students
  • I have done the numbers and have the

capital to invest (pay for a website, rent

  • ut a yoga studio, buy assets etc..)

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OBJECTIVE To expand my market and establish a professional business Strategy Invest in building a website to grow and establish the business as part of my broader business and marketing strategy

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Wh Who are your us users?

e.g. University staff and students People in local area (MQ, North Ryde, Marsfield) Mums, Dads, young men and women Health conscious Need to take care of their well-being and time out Need to stay in local area

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WEBSITE BRIEF /Part 2

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2/ 2/ Th The websi site bri rief

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Wh What is the we website te objecti ctive?

To build the reputation of my yoga studio, attract customers and facilitate bookings

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WEBSITE BRIEF /Part 3

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Wh What are the fu functi ctions

  • f
  • f the

e webs ebsite? e?

1. Manage online bookings

  • 2. Transact payments for classes
  • 3. Collect email addresses for newsletter and promotions

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WEBSITE BRIEF /Part 4

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Wh What in inform rmatio ion do do users ne need from my website?

1. Timetable and pricing

  • 2. Teacher profiles
  • 3. Philosophy and approach
  • 4. Contact and location details

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WEBSITE BRIEF /Part 4

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Wh What is the to tone (b (branding)

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e webs ebsite? e?

Pr Profes essiona nal, au auth thenti tic and ap appro roach achab able Or Or… playful ul, fun, un, serious us, mini nimal, dramatic, light ht, fresh, h, easy- go going, ng, c corporate

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WEBSITE BRIEF /Part 5

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What makes a website ‘good’?

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3/ Web Usability

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We Web usa usability

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USER INTERFACE DESIGN

Web Usability

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Res Respect co pect conv nventi entions ns

(u (unless ss there is s a clear, logical reaso son to break them)

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Pr Provide i de info nformati tion n us users e expe pect ct

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Put y Put your ur mo most im important rtant co content ntent ‘a ‘abo bove ve the the fo fold’ d’

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Mo Mobile Compatible Mo Mobile Resp sponsi sive Mo Mobile Op Optimise sed Mo Mobile App

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Mo Mobi bile r e res espo ponsive ve

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Co Content Hierarchy

It It’s essent ntia ial to co cons nside ider ho how be best to st struc uctur ure r rich c h cont ntent nt pa pages, s, suc such a h as s la landing p pages a s and th the h homepage, to to en ensure e user ers ar are e ab able e to fi find what at they ey ca came for to acco ccompl plis ish h the heir ir de desir ired d task. k.

ht https://ga gathercontent.com/b /blog/d g/define-su successf ssful-co conten ent-hi hierarchy hy

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Co Cons nside ider ho how y you a u are inv inviting iting and and guid uiding ing us users rs thr throug ugh y h your ur w webs bsite ite

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Cl Clear ‘Ca ‘Call to to a actio ction’ n’

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In Infor

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mati tion

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Arch chitectu tecture

“Inf “Informatio ion n archit chitect ctur ure is is abo bout ut he helping ping pe peopl ple unde underst stand nd the heir sur surroundi undings ngs and nd fi find what at they ey’re e looking fo for, , in the e real eal worl world a as we well a as on

  • nline.

ht http://www. www.uxbooth.com/a /art rticles/c /complete-be beginners-gu guide-to to-in informatio ion-ar architecture/

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In Informa mation A Architec ecture

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Wix conference template

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In Informa mation A Architec ecture

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Buy Tickets Register? Speakers Program Could speakers and program be on the same page? Travel tips Accommodation Group these together? Abstracts Abstract submissions Sponsors

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Wh What are re the ri right signpost wo words ds fo for yo your ur use users? s?

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Ca Card Sorti ting ng

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Mi Minimise th the n e numb mber er of

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click cks

but but do don’ n’t put put lots of call to actions ns or but buttons ns on n the he one ne pa page

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Si Sitema temap p pages es ca can b be u e usef eful f l for

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us users rs if if yo you u have have a a lot of f cont ntent nt (a (and google) google)

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4/ Visual design

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Layout and hierarchy

PRIORITISE THE MESSAGING hellofresh.com.au

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Ne Negati tive sp space ce

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LOOK AND FEEL / VISUAL HIERARCHY

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Colour and imagery

STICK TO THE COLOUR PALETTE awwwards.com

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Fonts

MAXIMUM OF TWO COMPLEMENTARY FONTS fontpair.co

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White space (negative space)

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Consistency Less is more Stick to a colour palette

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5/ Search Engine Optimisation

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SEO SEO

Keywords Metatags (metadata) Referrals (backlinks) Technical

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SE SEO is is abou

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rstandin ing g what peo peopl ple e ar are e sear earching for online, e, th the an e answer ers th they ar ey are s e seek eeking, th , the e wo words they’re using, and the type

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  • f con

content they wish ish to

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consu sume

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How do I make my website more

relevant & authoritative?

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SEO SEO

Keywords (content strategy) Metadata (metatags) Referrals (backlinks) Technical

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TECHNICAL CONSIDERATIONS

Crawl Can a search engine explore your site? Index Is it clear which pages the search engine should index and return? Mobile Does your site adapt for mobile users? Speed Fast page load times are a crucial factor in keeping your visitors happy. Tech Are you using search engine-friendly tech or CMS for your website? Hierarchy How is your content structured on your website?

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SEO SEO

Keywords (content strategy) Metadata (metatags) Referrals (backlinks) Technical

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METATAGS

Fill out the metatags properly

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Site title | Site description | Page titles Page descriptions | Blog post titles Headings | Image alt tags

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All w All words mat matter

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All w All words mat matter

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SEO tools

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SEO SEO

Keywords Metadata (metatags) Referrals (backlinks) Technical

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KEYWORDS “keywords are basically the building

blocks of your business”

https://www.wordstream.com/blog/ws/2017/08/09/easy-keyword-research-guide

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Searcher intent

“buy boots for narrow feet”

transactional

“how to rank my website better”

informational

“CBA netbank”

navigational

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86

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Local SEO

“yoga near me”

Build your business authority through citations NAP (Name; Address; Phone Number)

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List your NAP on directories

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90

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Whaddya know… new trend

“GOAT YOGA” (KEYWORD RISING BY 250%)

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SEO SEO

Keywords Metadata (metatags) Referrals (backlinks) Technical

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Referrals

Links to your site (backlinks)

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What Google wants to see is authoritative and relatable links talking about your site.

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#1 Search term: “Financial advisor near me” #3

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Referrals

Build relationships with partners, suppliers, customers, friends

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Ev Eval aluat ate sites that at are are ran ranked whe where yo you u want want to be be ranke anked. d.

Wh What at are are their r keyword rds? Wh Who is re referri rring them? Ca Can you co comp mpete with them? m?

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Rem Remem ember to er to s spen end y your r ti time wi wisely y an and thi think nk ab about yo your ur ma marke keting ting s str trate tegy y an and ta tacti tics

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100

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Bing

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Platforms

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  • Lots of templates
  • Flexible (but there is a risk
  • f losing consistency)
  • Once you pick a template,

you cannot change it without rebuilding your website

  • Not mobile responsive, but

they have a dedicated, advanced mobile editor

  • eCommerce
  • Fast
  • Secure
  • Good onboarding

strategy

  • Customise

templates

  • Not a huge range of

templates

  • Mobile responsive
  • 14-day trial. Easy

to set up

  • Good customer

experience

  • Attractive free

themes

  • Third-party app

store

  • Built-in email

marketing tools

  • Industry standard
  • Great SEO scores
  • Very professional

and minimal

  • Fixed layouts
  • Mobile responsive
  • Can change

template once you’ve started

  • Minimal control of

look and feel

Dr Drag a g and dr d drop w p web bu eb builder lders

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PRICING

Basic $4.50 Personal $8.50 Standard $12.50 Free (contains ads) Starter $9 Pro $14 Business $28 Personal $16 Business $25 Wi With St Store eCommerce $16.50 VIP 24.50 Starter $9 Pro $14 Business $28 Performance $42 Personal $34 Business $52 Basic $29 Standard $79 Advanced $299

Pr Price/ e/month (annual pa paymen ent req req’d in in some cir ircumstances)

Dr Drag a g and dr d drop w p web bu eb builder lders

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Co Conte ntent nt Mana nagement nt Syste stems

Wordpress.com Free - limited features Personal $5 Premium $10 Business $33

+ + heaps ps more

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Qu Quest stion ions s & Worksh

  • rkshop
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Th Than ank k you

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sa sarahhalawani.com sa sarah.halawani@mg mgsm. sm.edu.au