Matt BaileySiteLogicMatt@SiteLogic.com

Advanced Website Marketing

Power of Words

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“Words are like little dynamite

sticks in people’s minds . . .”

Mao Zedong

Rule #1Call things what they are

Location ofWords

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60 Characters 60 Characters

Placement of Words

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Jacob Neilson – AlertBox http://useit.com/alertbox/9710a.html

79% of users scan a web page;

16% read word for word.

• Headlines • Meaningful sub-headings • Bulleted lists • Headers: one idea per paragraph• Content Arrangement

Co-Dependency onWords

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How do Search Engines Rank websites?

• Page Title• Headlines• Sub headings• Images, captions• Text links (incoming & outgoing)• Content• Age of Site/Domain

• Incoming Links• Incoming Link Text• Age of incoming links & sites• Authority & History of referring sites • Type of Site & type of link• Surrounding content

• Recommendation• Referral• Directions• Advice• Word-of-Mouth• Information

Who benefits from these?

Search is based on human factors!

Credibility of Words

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Well-designed pages and content = Credibility

“Participants made credibility-based decisions . . .

based upon the site's overall visual appeal.”

-Stanford University Persuasive Technology Lab Study

Consumers assessed the credibility of sites based on the overall visual

design of a site,

Specifically noting;

• layout,

• typography,

• font size,

• color schemes.

-Stanford University Persuasive Technology Lab Study

Read-abilityRead-abilitySmall Text

Scrolling

Blinking

Rotating

Low contrast

Variety of Words

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Rule #2Your keyword strategy cannot

focus on 1 or 2 words . . .

Courtesy: Joe Kraus, JotSpot, http://www.longtail.com

Referrals per keyword

Top 30 terms referred:

2,916 visitors

Keyword Phrases

Children’s music publisher

Next 4,640 unique terms referred: 8,366 visitors

Keyword Phrases

Referrals per keyword

Most sales generated from these key phrases . . .

Children’s music publisher

Branding of Words

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Keyword (User) Research

Semantics of Words

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Regional Versions

• Hoagie• Grinder• Sub• Po-Boy• Sandwich

Context, Content, Context

Context• Images: Use the alt attribute to provide

descriptive text. In addition, we recommend using a human-readable caption and descriptive text around the image.

Google Webmaster Guidelines

Clarity ofWords

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Underneath their familiar green and yellow exterior isn’t just a redesign of the compact tractor, but a transformation. Where power is no longer measured by horsepower. Where implements practically attach themselves. And comfort is no longer at odds with productivity. 120 improvements. Zero gimmicks and countless firsts. These tractors are ready.

Underneath their familiar green and yellow exterior isn’t just a redesign of the compact tractor, but a transformation. Where power is no longer measured by horsepower. Where implements practically attach themselves. And comfort is no longer at odds with productivity. 120 improvements. Zero gimmicks and countless firsts. These tractors are ready.

Universality ofWords

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Matt BaileySiteLogic

Matt@SiteLogic.com