www.clearedgemarketing.com

A WINNING Website in 2013 Mobile, Social & Ranked

Presented by: •Michelle Krier, VP Marketing & Digital Services•Lisa Scanlan, Marketing Director

Your Presenters

Michelle Krier

• VP, Marketing & Digital Services• Designs and executes web, mobile and

social media marketing efforts• Pioneer in combining social media with

traditional recruiting for an industry-leading RPO firm

• President, AMA-Milwaukee; co-chair, Social Media SIG

Lisa Scanlan

• Marketing Director• Leverages SEO & SEM expertise to

support the integration of SEO strategy into the web development process

• Developed and launched innovative local SEO programs leveraging Facebook for F500 staffing firm

Q&A on Twitter

• We want to hear from you during this Webinar and after: Send us a tweet with the following in front of the message:

‘@clearedgemktg’ It will show up on our Twitter profile, open for the public to

view We will reply during the Webinar or after

• Follow us at twitter.com/clearedgemktg

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Today’s Agenda

• What Makes a Good Website Today?• Smart Design: What You Need to Know Today• SEO: Covering the Basics• Social Media: It’s Role in Your Web Presence• Content: How Important Is It?• Q&A

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What Makes a Good Website Today?

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Great, Adaptable Design+ Not only how it looks but how it performs for users across a wide range of devices: computers, tablets, phones, smart TVs, etc.

Strategic SEO+ Ensuring the website can be found through the search engines key audience use to find information, products/services, jobs, etc.

Valuable, Fresh Content+ Providing thought leadership content via a multitude of vehicles – videos, whitepapers, case studies, news releases, social media.

Smart Social Media + Promotion of your company’s social presence through social media icons and linking to your profiles plus integration of Twitter feeds.

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SMART DESIGN: WHAT YOU NEED TO KNOW TODAY

Do you know what responsive web design (RWD) is?

A) YesB) No

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Poll Question #1

Responsive Design: What Is It?

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• A way to address all the devices and platforms on which people could view your site

How It Looks

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Examples from Six Revisions article “25 Beautiful Responsive Web Design Examples for Inspiration,” Sept 2012 : http://sixrevisions.com/design-showcase-inspiration/responsive-webdesign-examples/

How It Looks

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Examples from Six Revisions article “25 Beautiful Responsive Web Design Examples for Inspiration,” Sept 2012 : http://sixrevisions.com/design-showcase-inspiration/responsive-webdesign-examples/

How old is responsive design?

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Poll Question #2

A. 1 year oldB. 2 years old C. 5 years old D. 10 years old E. 20 years old

How Is RWD Different?

• Traditional Web Site Design

Designer/developer must create numerous lines of code on the backend of your website to make sure they render appropriately on various devices

Advantage: o User experience and expectations are consistent across

devices

Challenges:o With the number and type of screen sizes and resolutions

is widening every day, it is not practical or cost effective to create a different version of a website for each individual device

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How Is RWD Different?

• Mobile Web Design

A site designed separately with a specific mobile tool (phones, iPad, etc.) in mind

Advantage: o Designed specifically for mobile devices and its use

Challenge: o Only works for targeted mobile medium and offers limited

navigation and no imageso Users’ experiences are not consistent with the full website

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How Is RWD Different?

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• RWD

Design technique that ensures browsers adjust based on each unique mobile device

Advantages: o Easy reading o Minimal resizing, panning or scrolling across a wide

range of devices

Challenges: o Takes longer to build, increasing costs o Users experience is not consistent with the full website

Graphic Examples from August 2012 Tree House Blog: http://blog.teamtreehouse.com/beginners-guide-to-responsive-web-design

How Is RWD Different?

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• Uses fluid grids versus a fixed grid for design layout• Elements in the layout will resize their widths in

relation to one another• CSS styles can be applied by user

What’s the Smart Design Choice for Your Business

Traditional?

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Mobile + Traditional?

Mobile?

RWD?

1 2

3 4

What You Need to Know

• What are your goals for your site? Lead generation Education Recruiting Creating mobile accessibility

• Who is your audience? Age Professions Geography

• With what devices do they view your site?

• What do they want from your site? Job information Intellectual capital Service/product data

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Who’s visiting?

How are they viewing your site?

What are they accessing?

What devices?

Know Your Visitors

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• Examples of Free Analytics Google Analytics (google.com/analytics) Yahoo Web Analytics (web.analytics.yahoo.com) 4Q by iPerceptions (4qsurvey.com) Twitalyzer (twitalyzer.com) Google Website Optimizer

• Examples of Fee-based Analytics Crazy Egg (crazyegg.com) Optimizely (optimizely.com) Kissinsights from Kiss Metrics (kissinsights.com) ClickTale (clicktale.com)

Analytic Tools insights from Inc.com article “11 Best Web Analytics Tools,” December 2010: http://www.inc.com/guides/12/2010/11-best-web-analytics-tools.html

Key Factors in Your Choice

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• Your Business Needs• Your Visitors• The Devices Used• Time & Cost to Develop

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SEO: COVERING THE BASICS

What Is SEO?

• SEO = Search Engine Optimization The art and science of getting online content

(website, videos, blogs, etc.) traffic from listings on search engines

• What Are the Benefits of Strong SEO? More visitors Higher rankings Increased engagement (downloads, purchases,

comments, likes, etc.)

• What Are the Challenges SEO? Rules are always changing Requires expertise – hard to do without a skilled

partner, unless it’s your business

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• SEO: Logic, reason and communicating with robot “spiders”

Google “Spiders” crawl the internet…like a web

Mission: to categorize websites and judge their relevance and authority of content

First they look at your URL/Domain – Do they know when someone searches for Eli Stutsman, that this site should be served as a result. But, they don’t know what you do unless you have a modifier in your domain – like EliStutsmanAppellateLaw.com

Then your home page “meta-data” so your “page title” (what shows up in the tab of the browser) and Meta-Description (what shows up on the Google search results page) need to be keyword rich. For example:

• Your Page Title Should be: Eli Stutsman Appellate Attorney Portland, Oregon

• Your meta-description should be:Eli Stutsman | Portland Oregon Lawyer | Appellate law | Federal Appeals | Healthcare Attorney | 621 SW Morrison | Portland, OR 97205 | 503-274-4048

How Does SEO Work?

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• Next Step: Search engines look at main categories of content and the titles of the sections of your content

If you use terms that aren’t frequently used by internet users, you don’t get ranked.

For example: These terms below don’t get enough searches on a monthly basis to even warrant notice from Google. Using them to label your content will guarantee you don’t achieve search engine visibility.

How Does SEO Work?

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• What Happens when You Target Terms with Notable Search Volume?

Spiders compare your content to the websites the search engine deems relevant and authoritative about that topic.

Example: “Court Admissions” provides attorney resource links – not links to appeals lawyers

How Does SEO Work?

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How Does SEO Work?

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How Does SEO Work?

• Search engine robots also analyze: How old the site is How many pages there are on the site How often new content is published on the site How many visitors there are to the site (and the consistency of those visitor numbers) How many inbound links there are from “authoritative” third party sites

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The Foundation

Keyword/Phrase Strategyo Positioning yourself to capture search traffic Business Strategy Support Focuso Executive Searcho IT Recruiting

Site Architecture/Page Naming StrategyContent Development o Keyword densityo Meta data

Ongoing Maintenance

Content Marketingo Frequent posts and new pageso Keyword rich

Inbound Marketingo Inbound linkso Traffic driving campaignso Social mediao PPC

Website Age and Depth of Content

Components of a Successful SEO Strategy

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SOCIAL MEDIA: IT’S ROLE IN YOUR WEB PRESENCE

Which social media site does your business use most?

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Poll Question #3

A B C

Social Media Defined

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• Social media is media for social interaction, using highly accessible and scalable communication techniques

• Social media is the use of Web-based and mobile technologies to turn communication into interactive dialogue

Source: Wikipedia

Social Media Best Practices

Treat Social Media Like a Lead Generation Tool+ Identify, listen to and engage prospects (clients and talent)

Boost SEO and Search Rankings+ Without strong SM tools and presence it will be hard to hold high SEO rankings

and build traffic

Find New Customers, Maintain Old Ones+Create social sites and content that will attract potential customers and keep

existing ones engaged and loyal

Target, Target, Target+ Use social media sites and advertising tools to narrowly focus on key audiences

and improve sales, recruiting and marketing spend

Social Media & Your Web Site

• Learn which social media sites are most important to your visitors

• How and why are they using them? To find jobs? To find talent? To find services? To gain knowledge? To network

• Integrate them into your design

Tips for Integrating Social Media with Your Website

• Prominently feature social media buttons

• Showcase social media forums where your business is active

Twitter feeds? Facebook posts?

• Use Share buttons Make it easy for your visitors to share

content with others

• Analyze Use analytical tools (like Google

Analytics) to identify where social media is working and where it’s not

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CONTENT: HOW IMPORTANT IS IT?

How fresh is your web content?

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Poll Question #4

A. Very – It updates daily with blogs and social mediaB. Somewhat – We update it weekly or biweeklyC. Not very – We update it once a month or lessD. It’s not – Our content is basically static until we

rebuild it

Common Website Content Challenges

• NOT ENOUGH content Content is not fresh enough to keep people coming back

“92% of blog users who posted multiple times a day acquired a customer through their blog. That figure falls to 66% for those who blogged monthly and 43% for those who posted less than monthly.”

(Source: Hubspot: Online Marketing Opportunity Report)

• Not USEFUL OR INTERESTING to visitors Content that is only about the business and its happenings will bore visitors Content must speak to their interests Content must inform or entertain

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Common Website Content Challenges

• Lack of ORIGINALITY Too much taken from other sources without providing original content Linking away sends visitors…away

• CARELESSNESS Private message goes public (social media faux pas) Insensitive or offensive content

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Ways to Improve Website Content

• EXPAND who is contributing and define their audiences SMEs Executives PR/communication staff

• POST HIGH-VALUE content consistently Use a schedule

• VARY content Video, blogs, graphics, photos, articles, links, podcasts, etc.

• to

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Ways to Improve Website Content

• Have a GATEKEEPER Nothing should go out unvetted

• TRACK responses Leverage data and analytics to understand what content gets good response

• Focus on SEO Use SEO best practices to improve how prospects find you online

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It’s Your Turn…Questions? Comments?

Contact Us Anytime

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Michelle Krier, VP Marketing and Digital ServicesTel: 414.617.3103

E-mail: mkrier@clearedgemarketing.com Twitter: @michellekrierwww.twitter.com/clearedgemktg

Lisa Scanlan, Marketing DirectorTel: 561.477.9076

E-mail: lscanlan@clearedgemarketing.comm Twitter: @lisa_scanlanwww.twitter.com/clearedgemktg