Search Engine Optimization (SEO)

The web is a powerful marketing tool, and to be effective, the content strategy must be built into the site. It has to be central to planning, web design, and programming. Websites must generate leads. In order to do so, websites need to do the following:

Get Traffic

Be easy to find.

Every website on the internet needs visitors. In content marketing, the three main sources of website traffic are search engine optimization, social media, and email marketing. But unless the site is built with these in mind, the Analytics and ROI will suffer.

Website pages must be aligned with keyphrases. Social media must be integrated. The blog must be a platform for publishing, the landing page for email newsletters, and a magnet for new subscribers. The design must be responsive and mobile-friendly throughout.

The entire website design must be structured to build trust, and guide visitors towards the lead generation form or shopping cart.

My web design process creates platforms for true content marketing. SEO research is a critical part of the planning stages for your project. The initial keyphrase research analysis serves as a guide for the sitemap, page names, content, and ultimately, Analytics.


Convert Visitors Into Leads & Customers

Be ready to respond

Now that visitors are aware of you, you need to introduce yourself and compel them to act. A visitor who becomes a lead or customer has “converted.” Conversion rates are measured as a percentage. How high or low is determined mostly by three things: design appeal, content, and usability.

Design – You have to look good, because everyone’s a critic and getting a visitor to engage is the key.

Content – Communicate clearly and directly with your audience.

Usability – Quickly communicate that they need what you are offering, and then make it easy to take the desired action.

“Easy to use” means easy for your visitors to get around and find the information they need. But it also means having the features that engage with your visitors. For example:

If you have many pages or products, have a search tool.
If your website has lots of events, have a calendar.
If your business has a location, have a map.
Photos? Have a gallery.

There are many types of conversions in web marketing, beyond leads and customers:

Subscribers (email marketing)
Members (directories and associations)
Job applicants (recruiting sites)
Registrants (event sites)
Facebook Fans and Twitter followers (social media)

I design websites to funnel visitors towards desired conversions. I use Google Analytics to track this activity. The reports provide data about content, keywords, calls-to-action, and blog post topics. It’s a cycle of continual improvement.

Update Content Easily

Keep them coming back for more

If you’ve had a website before, you already know there is another important element to web strategy: managing content. Eventually, changes need to be made. If the tools aren’t easy to use, it will be time-consuming and expensive to make changes.

A content management system is a “must-have” for content strategy.

Update any content quickly: pages, products, events, portfolios, galleries, and everything else.
Consistently publish fresh content for your blog and email campaigns.
Promote this content using social media tools, which attracts comments, shares, subscribers, and links.
Use Google Analytics so you can optimize both SEO and email campaigns.

Web marketing and web strategy should always start with these considerations, as they determine how successful your website will be. If a website design is missing even one of these elements, the website is likely to require a redesign much sooner – with all the additional costs, time, and hassles involved in creating a new site.