Transcript Deconstructing your website

Enhanced visibility and awareness in eHealth, Active
Ageing and Independent Living projects
Training course on
Dissemination and Communication
Techniques and Tools for European
projects
Third session
DECONSTRUCTING YOUR WEBSITE
Table of contents
Introduction – Website: The Marketing Tool
Designing a website
• Principles
• Tools: MetaTags // Site Map // Layout Managers
Website Traffic
• Keywords research
• SEO
• Pay x Click & Advertising
• Analytics
Conclusion - Critical success factors of a website
Haivisio Training session 3 on Communication:
Deconstructing your Website
2
WEBSITE – AN OPEN
WINDOW TO THE WORLD
In this session we are going to learn about the Website, its importance as a
dissemination and marketing tool and which items are key in order to build
an effective website
Haivisio Training session 3 on Communication:
Deconstructing your Website
3
Introduction
Haivisio Training session 3 on Communication:
Deconstructing your Website
4
WEBSITE: THE MARKETING TOOL
As you know all the projects co-funded by the European
Commission must have their own website
These websites have a similar structure:
Home
Project
Partnership
News &
Events
Publications
Contact us
Haivisio Training session 3 on Communication:
Deconstructing your Website
5
WEBSITE: THE MARKETING TOOL
There are webistes more visually attractive than others
but most of them are boring or is difficult surfing through
them or finding them (unless you know the name of the project) at
cyberspace.
WHY?
Because project consortiums usually adopt one of these postures:
a) time and energy is spent on making a pretty design than on
making sure it’s going to do the communication job effectively.
b) all the focus is on trying to save money so consortiums build a
site themselves using templates, or hire the cheapest company
they can find
c) they forget that their website is just one more in Internet
so they must design it in order they can drive traffic towards it
Haivisio Training session 3 on Communication:
Deconstructing your Website
6
WEBSITE: THE MARKETING TOOL
Ask you some observations about your present website
or before developing a new one:
• How’s your Website working for you? Does it regularly
send you hot leads or make sales? Or does it just sit
out there in cyberspace costing you money?
Your Website
can and should
be the hub of all
your marketing
efforts.
•
Unfortunately, most project consortiums
aren’t even sure what their Website is for.
This happening makes a
Why? Because…
It’s where you
should be sending
all your hot advances
so they can get the
info they need to
confidently do
business with you!
problem.
Haivisio Training session 3 on Communication:
Deconstructing your Website
7
WEBSITE: THE MARKETING TOOL
1’’
3’’
15’’
• Someone lands in a website
• He decides to stick around or leave
• He looks for what he wants
FOUND OR GONE!
•
From your tagline to your headline, what you say and where you
say it are critical.
•
Mess that part up and people won’t know what you offer…how to
go about getting it…or why they should cooperate with your
consortium instead with others.
MAKE SURE YOUR WEBSITE LETS VISITORS KNOW RIGHT AWAY WHAT
THEY CAN FIND THERE, AND MAKES IT SUPER-EASY AND FAST FOR
THEM TO FIND IT
Haivisio Training session 3 on Communication:
Deconstructing your Website
8
WEBSITE: THE MARKETING TOOL
Before you go spending another dime or minute on your
Website, ask yourself these questions:
• What do I want my
Website to do (grow my
contact’s list, sell future
projects on the spot,
convince people to call
me, etc.)? Of these,
which is most
important?
• If someone saw only my
logo, tagline and headline,
would they be able to tell
what they can find on my
site, and whether it’s for
them?
• What is the purpose
of each page on my
site (for both the
visitor and for your
business)?
Goal
Purpose
Essence
Impact
• If a site visitor only
remembered one
thing after visiting my
site, what would I
want it to be?
Haivisio Training session 3 on Communication:
Deconstructing your Website
9
Designing a website
• Principles
• Tools: MetaTags // Site Map //
Layout Managers
Haivisio Training session 3 on Communication: 10
Deconstructing your Website
DESIGN - PRINCIPLES
 Start with the end in mind.
1. Plan ahead for your website to cut down on time spent building
and re-building.
2. Develop a clear goal and objective. Decide what you want to
accomplish with your website and stay on course.
3. Your graphic elements should support your objective. If you have
a children’s website you should use colors and images to show that
your website has information for children.
4. Your website structure should support your objective. Be sure
that the information on your pages flows well from one page to
another.
5. Prepare for search engine optimization ahead of time. Decide
how you want your viewers to find you and structure your website
information around it.
Haivisio Training session 3 on Communication: 11
Deconstructing your Website
DESIGN - PRINCIPLES
 Don’t Bury Your Offering.
• 3” to CONVINCE your visitors to stay. Your message needs
to be clear and uncluttered.
• Avoid “intro” pages containing videos, flash animations, etc.
 Easy Navigation is Good Navigation.
• Best locations are across the top or down the left.
• Do not put the navigation above the header graphic.
• Be careful of multiple navigation locations.
• No more than three clicks to get anywhere.
• Use important words in navigation.
• No “back” clicking needed.
• Make it easy to contact you.
• Make your navigation search engine friendly
Haivisio Training session 3 on Communication: 12
Deconstructing your Website
DESIGN - PRINCIPLES
Be sure to follow the Rule of Sevens for your main navigation. If
you have more than seven pages consider using a drop down
menu or a secondary navigation.
 Make it easy to UNDERSTAND your message.
1. Use fonts that are easy to read.
2. Use good contrast between the text and the background.
3. Have a consistent look and feel to all of your pages.
 Consistent navigation
 Consistent graphical elements
 Consistent layout
 Optimize all photos and graphics for faster page load times
 Pages should load quickly.
 Easy to order – for your visitors to demand information from
any page on your website
Haivisio Training session 3 on Communication: 13
Deconstructing your Website
DESIGN - PRINCIPLES
 Not all of your viewers will have the latest technology
 Build site for older technology.
 Don’t assume visitors have a super fast internet connection.
 Avoid using the latest plugins.
If you design and build your website for only the newest technology
you may be limiting your number viewers or stakeholders.
 Make it easy for people to FIND you.
 Use text directly on your pages not just text on a
graphic or graphics alone.
 Search engines have a difficult time seeing
graphics.
 Make your text keyword rich.
 Consider text links that are keyword rich.
 Use “alt” text containing keywords for all graphics.
 Use keywords in file names and folders.
Haivisio Training session 3 on Communication: 14
Deconstructing your Website
DESIGN - TOOLS
Metatags
What are Meta Tags?
Meta tags are pieces of information inserted into the code of a web
page. This information is not seen by those viewing your web pages.
When a search engine robot finds your website, it reads the meta tags
and then uses that information to index your website in such a way that
users will be able to find it. Give on every page you want the search
engine to index a title and a description.
Haivisio Training session 3 on Communication: 15
Deconstructing your Website
DESIGN - TOOLS
Types of Meta Tags:
Description
Robot
Instructions
Brief statements
(12-24 words)
about the content
of the webpage.
The description is
often presented to
the user along
with the title
Instructions for
search engine
robots/spiders
pertaining to the
web page and
referenced pages.
Valid values for
the robot meta tag
are:
Robot instructions
Keywords
Series of words or
short statements
that represent the
content of the
webpage.
index - Instructs the search
engine to include this page in
the index
noindex - Instructs the search
engine not to index the web
page
follow - Instructs the search
engine to follow links on the
page
nofollow - Instructs the
search engine not to follow
links on the page and not to
index the linked pages
Haivisio Training session 3 on Communication: 16
Deconstructing your Website
DESIGN - TOOLS
Layout Managers
What are Layout Managers?
Layout Managers are a key tool in arranging content on your page.
They help to organize and arrange your content. Without any Layout
Managers, your content will displayed on top of one another.
BoxLayout
Grid layout
It aligns components by placing
them within a grid of cells,
allowing components to span
more than one cell.
It puts components in
a single row or
column
Group Layout
It works with the horizontal and
vertical layouts separately. The
layout is defined for each
dimension independently.
Border Layout
It places
components in
up to five
areas: top,
bottom, left,
right, and
center
Haivisio Training session 3 on Communication: 17
Deconstructing your Website
DESIGN - TOOLS
Sitemap
What is a Sitemap?
There are 2 common definitions of
site maps.
1.- The older and more familiar
definition is a web page that is
similar to a table of contents of all
the pages on your web site. Such
a page is intended for your
visitors to use to look up the
information they are looking for.
2.- The other definition of a site
map is a file that search engine
“bots”, “spiders”, or “crawlers” can
read.
“Bots”,
“spiders”,
and
“crawlers”
are
automated
programs, sent by search engines,
to scan web sites looking for
information to index
Haivisio Training session 3 on Communication: 18
Deconstructing your Website
DESIGN - TOOLS
Currently only the four following pieces of information
about each page are cataloged in the site map:
The URL to the web page (this is the
address you need in your web browser.)
The date the page was last modified
How often the page is updated
The relative priority of this page to the
entire web site.
Haivisio Training session 3 on Communication: 19
Deconstructing your Website
Website Traffic
• Keywords Research
• SEO
• Pay x Click & Advertising
• Analytics
Haivisio Training session 3 on Communication: 20
Deconstructing your Website
Traffic
Haivisio Training session 3 on Communication: 21
Deconstructing your Website
TRAFFIC – KEYWORDS RESESARCH
What is Keyword?
A keyword is any word or short phrase that describes a website topic
or page. - The more a keyword is used by searchers and websites the
more attraction power it has.
Why Keywords
are Important?
We look at all
the websites on
the internet .
There are
gazillions of
them.
The KEY:
DIFFERENTIATE
YOUR WEBSITE
Your website
is just one
more
Over 80% of
the traffic that
goes to
websites comes
from the search
engines
Haivisio Training session 3 on Communication: 22
Deconstructing your Website
TRAFFIC – KEYWORDS RESESARCH
How to Generate Good Keywords (1)?
1st Generate a “seed list”:
• Make a brainstorming asking yourself the following questions:
a) “If I was my stakeholder, typing in a search, what would I be looking for to find my
technology or research?”
b) “What would I be typing into the search engine?”
And make up this list, not very long, maybe 5, maybe 10, but just a good seed list of ideas
that you have of what people are going to type in to find your website
2nd Use a keyword generation tool
• this tool will take the keywords that you’ve given it and it will look at other websites using
that same keyword and see if they are looking for any other keywords and therefore give
you back more keywords related or similar to that.
Google Tool Box
Google "Keyword Tool" and Webmaster Help
Haivisio Training session 3 on Communication: 23
Deconstructing your Website
TRAFFIC – KEYWORDS RESESARCH
How to Generate Good Keywords (2)?
3rd Decide where are you going to use these keywords in your
pages:
• Essentially it’s appropriate you have your keywords in the Title of your
website and in the heading or H1 tags, description. To have your
keywords in your domain name it’s very favorable.
• In Search Engine Optimization, this is basic to make our site stronger
4th Keywords are also used for the off -site SEO elements
• Off -site SEO elements refers to how many links you have, how many
other websites are pointing to you and have a link to your website. They
also give all of those pages a PageRank from 1 to 10.
With social networks, this is
becoming more and more
important. Do you have links
from Facebook or Twitter
sites? links from Research
sites?
Haivisio Training session 3 on Communication: 24
Deconstructing your Website
TRAFFIC – KEYWORDS RESESARCH
LET’S PRACTICE!
1.- Do searching in some of the Following Search Engines
and compare their results:
- Elderly assistance
- Fall detection project
- Health monitoring systems
Do you think results are satisfactory from the EC point of view?
2.- Choose one keyword from your project website and check if it
appears in the first 30 results of any of the search engines. Compare
the results with those get in Exercise 1.
Haivisio Training session 3 on Communication: 25
Deconstructing your Website
TRAFFIC – SEARCH ENGINE OPTIMIZATION
What is SEO?
SEO is an acronym for Search Engine Optimization. SEO is a
series of processes to improve website visibility on search
engines such as Google, Yahoo or Bing. Using your keywords
and website content SEO works with the search engines to rank
your website in the search results.
A Georgia Tech study estimated that
80% of website traffic comes from
search engines and, even more to the
point, 75% of searchers never make it
past the first page of results. Obviously,
you want to be on that first page. A
Good SEO can get you there.
Your competitors also covet that first
page and will not be sitting still. It takes
serious effort to get to that first page,
but it takes just as much work to stay
there.
Haivisio Training session 3 on Communication: 26
Deconstructing your Website
TRAFFIC – SEARCH ENGINE OPTIMIZATION
Why SEO?
The main reason for SEO is you want your website to be found.
To increase your web traffic and potentially increase your visibility
and impact (and business) from that web traffic you must optimize
your website for the search engines. SEO is a very cost effective
way to “advertise” your project.
SOME SEO TOOLS:
Haivisio Training session 3 on Communication: 27
Deconstructing your Website
TRAFFIC – SEARCH ENGINE OPTIMIZATION
Structure of a SEO Report from a
SEO Analyzer
SEO analyzer
produces a Full SEO
Report for a page or
website.
It analyzes the most
important SEO factors
used by the major
search engines.
It offers detailed
Diagnostics with all
the Errors and found
during Analysis.
Domain
Segment
Diagnostics
Segment.
Link
Structure
Segment
SEO
ANALYZER:
5
segments
Traffic
Segment
Page
Segment
Haivisio Training session 3 on Communication: 28
Deconstructing your Website
TRAFFIC – ADVERTISING & PAYING PER CLICK
What is Paying Per Click?
(also called cost per click)
It is an internet advertising model used to direct traffic to websites, in
which advertisers pay the publisher (typically a website owner) when the
ad is clicked. With search engines, advertisers typically bid on keyword
phrases relevant to their target market.
PPC "display" advertisements, also known as "banner" ads, are
shown on web sites or search engine results with related content
that have agreed to show ads. Websites that utilize PPC ads will
display an advertisement when a keyword query matches an
advertiser's keyword list, or when a content site displays relevant
content. Such advertisements are called sponsored
links or sponsored ads, and appear adjacent to, above, or
beneath organic results on search engine results pages, or
anywhere a web developer chooses on a content site.
Organic search results are listings on search engine results pages that
appear because of their relevance to the search terms
Haivisio Training session 3 on Communication: 29
Deconstructing your Website
TRAFFIC – ADVERTISING & PAYING PER CLICK
In the figure there are different areas that have been
marked down in yellow, this is paid advertising.
Paid Advertising
So the listings at the top and down the right-hand side are paid
advertising!
Haivisio Training session 3 on Communication: 30
Deconstructing your Website
TRAFFIC – ADVERTISING & PAYING PER CLICK
Here you can find some tools specialized
in improving advertise results
“Tired of using
multiple
spreadsheets to
analyze your PPC
Ads and
Keywords?
adAlysis is for
you! adAlysis will
help you automate
your Ad testing
and account
management.”
“Instantly uncover
any advertiser’s
online strategy.
Learn what’s
working for them
and what’s not.
Leverage their
results to spend
smarter.”
Work with 100’s of
proven Global SEO
Experts
A Tool To Improve
AdWords Account
ROI In Under 60
Minutes
Haivisio Training session 3 on Communication: 31
Deconstructing your Website
TRAFFIC - ANALYTICS
Analytics
What is web analytics?
Study of the impact of a website on its users.
USE:
It is used to measure
such concrete details as:
How many visitors?
How many were unique visitors?
The way they got to the site (i.e., a link,
they came there directly…)
What keywords they searched with on
the site's search engine?
How long they stayed, what links they
clicked on and when did they leave.
Analytics
“Google Analytics lets you measure
your advertising ROI as well as track
Google Analytics tells you what’s happening.
your Flash, video, and social
KISSmetrics tells you who’s doing it.
networking sites and applications.”
Haivisio Training session 3 on Communication: 32
Deconstructing your Website
TRAFFIC - ANALYTICS
In Analytics we use KPIs (Key
Performance Indicator)
• What is a KPI? Measure that can perform corrective
actions
It is linked to an objective
It is very sensitive to changes
Allows us to monitorize our success level
Seen Pages x
visit (%)
Click in key links
of the website
(%)
New visit that
come back (%)
Visits per period
(month, week,
season, …)
When we don’t get the expected results, it automatically
starts some actions (e.g. choose new keywords, skip
‘intro’ pages,…)
• Which KPIs are important
for Content Websites?
Average time
since last visit
Haivisio Training session 3 on Communication: 33
Deconstructing your Website
TRAFFIC - ANALYTICS
Haivisio Training session 3 on Communication: 34
Deconstructing your Website
Conclusion - Critical
success factors of a
website
Haivisio Training session 3 on Communication: 35
Deconstructing your Website
CONCLUSION
CRITICAL SUCCESS FACTORS
There are several universal principles that successful
websites embody:
•A good strategy is essential to gaining a good return on the
money invested in developing your website. Ensure that you
know why you have a site and what business outcomes you are
1ST. A good expecting before spending any money in it.
Strategy
•People visit your site to view content, so providing worthwhile
content is a fundamental issue. The quality of your content not
only plays a vital role in converting visitors into results, but also
2ND. Quality impacts directly in your search engine rankings.
Content
Haivisio Training session 3 on Communication: 36
Deconstructing your Website
CONCLUSION
CRITICAL SUCCESS FACTORS
3RD.
Usability
4TH. An
appealing
Design
5TH.
Accessibility
•Many sites on the web fail because people either can't figure out
how to use the site. To ensure that visitors find your site easy to
use…  run some simple tests with a small number of people from
your target; Ask them to perform some basic tasks on your web.
The findings may improve your website overall.
•Everyone wants to have the best looking site. Many web designers
become obsessed with this. Your site appearance is just one
part of the puzzle. The key is to identify your target and
implement a design that your potential users find appealing.
•People access the internet in many different ways using an
increasing number of connections, browsers and devices. From
fast corporate connections to mobile broadband. Your site needs
to be usable on any of these platforms and connections.
Haivisio Training session 3 on Communication: 37
Deconstructing your Website
CONCLUSION
CRITICAL SUCCESS FACTORS
•You need to actively build traffic by promoting
your site. There are several ways of doing this from
online methods (SEO, PxC,…) to traditional offline
6TH. A
methods such as print, radio or flyers. The
Marketing
important thing is that you have a strategy and
strategy
execute it.
for your
site
7TH. Use
Analytics
8TH. Give
People a
Reason to
Come Back
•Tools that track what do people do while visiting your site
provide valuable feedback that can be used to improve your site
to enhance its effectiveness by identifying bottlenecks and
departure points. Use them!
•Most people surfing the net visit so many sites in a day that
they simply can't recollect all of the sites they've been to. To
overcome this, your site needs to offer a compelling value
proposition for people to revisit.
Haivisio Training session 3 on Communication: 38
Deconstructing your Website
CONCLUSION
CRITICAL SUCCESS FACTORS
9TH. Regular
Website
Updates
• With the continuing trend towards social media and
social networking your visitors expect to see fresh and
up-to-date information. A well designed website is all
about keeping the web pages fresh and lively
Haivisio Training session 3 on Communication: 39
Deconstructing your Website
THANK YOU!
Haivisio Training session 3 on Communication: 40
Deconstructing your Website