With all that happened on the web last year, you would think we were heading for an internet Apocalypse.
We can all agree that 2012 was a year us webmasters will most likely never forget.
With all of the changes, we are now urged to “step up to the plate” when it comes to marketing our businesses and websites online. Unfortunately, in this new internet environment, only the strong will survive and we must reach for a higher level of quality if we want to remain relevant and ranking.
So to survive this year and beyond and ramp up your SEO and overall marketing campaigns, here are a few tips…
User Experience
We often hear the word “user experience” thrown around but many do not understand its full meaning. It’s an important concept to comprehend especially because Google has even mentioned it was the “real” definition of search engine optimization.
Essentially, user experience refers to how visitors feel when they interact, navigate and search through your site.
Are they frustrated?
Can they find what they are looking for?
Can they trust the site?
Do they feel comfortable?
Is the site easy to navigate?
Is the information clear?
Are the links working properly?
Is the site fast-loading or slow?
These are just some of the questions to answer when determining your website’s user experience.
Unsure? If you don’t know the quality of your user expereince, consider usability testing. For a low cost, you can find out how your visitors behave while searching your site.
Here are some options:
1. User testing – You receive a video of a person navigating your site while speaking and discussing issues he/she encounters.
2. Crazy Egg – Heatmaps and eye-tracking technology – some cool stuff!
Do you perform any usability testing? Let me know what works for you in the comments below.
Website Design
Your website design is a major component of user experience. It is also a determinant of conversions.
First impressions are everything, and a poor design equates to a high bounce rate, which doesn’t make the Google gods very happy.
Does your website turn people away?
Is it too cluttered?
Does it look professional?
Is the content engaging, leading people to buy?
If your website looks like a teenager designed it, you will never make any money. You would be surprised by how many websites I see out there that are hard to even view, never mind navigate. I understand if you have a low budget, but there are options.
If you are trying to keep your costs low but you need a professional-looking website, consider WordPress.org. WordPress was originally created as a blog template, but the customization has evolved so much that you cannot tell the difference between WordPress sites and HTML sites in many cases.
You can use a free theme, although I don’t recommend this if you are serious about your website. They are not always professional and do not offer the same level of support as paid premium themes. Premium themes start at around $15-$35 and may cost more depending on the bells and whistles and the designer’s pricing. This small investment is worth the price.
I find most of my WordPress themes at Themeforest.net.
Content
I won’t go into a whole “song and dance” because I talk about content a lot here at Site-Reference. But, I will emphasize the main points.
If you want to create a valuable user experience and increase sales, your content must…
- Speak DIRECTLY to your target audience…not you, your mother or some random person you want to buy your products. Ask yourself exactly who you are selling to…do you know them intimately, their needs, wants, pains, desires? The more you know this information, the more targeted your content which connects with visitors and leads to greater sales.
- Make it Readable – Separate your content into small paragraphs and use bullet points, bolded words and phrases and italics for emphasis. No novel writing please!
- Sell the actual benefit, not just the feature – If you want more information about this, here is a blog I wrote on the subject: Supercharge Your Website Content Writing with this Simple Fix
Avoid Over-Optimization
We drill this point home just about weekly on this blog, but we can never hear it enough, especially as we head into 2013.
Avoid over-optimizing. In fact, avoid spending so much time lamenting over your SEO campaigns. When you do, questionable tactics are bound to rear their ugly heads.
Instead, focus on tactics that will increase engagement with your audience, allow you to partnership with other websites, get your content on related blogs, and contribute to long-term growth. OK, so throw a few keywords in there once in a while, but for goodness sake, don’t overdo it!
What do I mean?
- Write articles for the user first, not Google. Your keywords will naturally follow
- Write your title tag for the user, not Google. Insert your keyword once in a compelling tile your audience will understand.
- When you guest blog, use your business name as a url most of the time. This makes the most sense.
- Use Google Authorship if you write content on the web. Show Google you are an authentic webmaster who is not trying to manipulate rankings.
- Don’t focus on low-quality, quick links. Focus on long-term value and the links will naturally follow. I know we say this a lot and it doesn’t mean you shouldn’t actively look for high-quality link opportunities, but if you offer something of value, the links will definitely follow.
It’s Your Turn
What do you think your website needs to survive in 2013 and beyond?