Getting the Best Out of Your Business Website - Part II

Getting the Best Out of Your Business Website - Part II
Never Underestimate SEO

If your site is not search-engine optimized, you are basically eliminating almost all possibility for organic traffic or casual encounters to your site. There are always optimizations to be made and you should always be looking at ways to improve your search ranking. Whatever your technology solution, make sure it works well with leading search engines, including Google, Yahoo, and Bing.

Get an SEO company or consultant to do a quick audit of your site; this is the foundation of your SEO campaign. An onsite SEO audit is relatively inexpensive and is a one-time payment that you should only need to address once a year. Items to consider:

  1. Have you generated a site map for search engines?
  2. Are your page, section, and image titles optimized?
  3. Are you using section/product-specific Meta tags on pages?
  4. How is your keyword density?
  5. Have you correlated certain pages with certain keywords? Is that evident in the copy?
  6. Have you done your LSI (latent semantic indexing) research and incorporated it into the copy?
  7. How is your page load speed?

Your SEO strategy is incomplete without a social component.

  1. Register your website with Twitter and Facebook. It proves credibility and authority. In addition, Google +, YouTube and Pinterest are quickly increasing in importance.  
  2. Be timely with distributing content to your social channels. Building followers builds trust and loyalty.
  3. Display the Connect buttons to social channels on every page of your website. It allows visitors to your website to take action by following you via your social page. 
  4. Consider social Sharing buttons. Does the functionality of your website’s content allow visitors to post something from your site to Twitter or Facebook? Any time your content is syndicated by someone else, for free, you benefit. 
  5. New companies should consider buying sponsored link placements through popular search engines. It is a good way to attract new users right away.

Don't Forget the Mobile Web
In the not so distant past, mobile websites were a nice-to-have add on. That is no longer the case.  Approximately 7 percent of traffic comes via mobile phones and as more smart phones hit the market and carriers continue to enhance the capability of cellular wireless standards that number will dramatically increase.

Your company’s website needs to be there. Mobile web strategy centers around creating designs for three screen sizes: PC, smart phone, and tablet. Once you have covered the basics, monitor your website metrics and if you have a growing and engaged mobile audience, think about getting into the application game.

Use Analytics to Track Everything
Your website design is a living, growing element of your business. Make sure you define realistic brand and business goals for your website so that you have numbers to optimize against. Then think about the aspects of a visitor’s experience you want to track to support your goals.

If your budget is an issue, use the free Google analytics package. Once you confirmed all of your tags are working, make sure you pull weekly reports and start looking critically at how people are using your site. Fortunately, it does not take long to observe trends, but it is still important to be relentless in your pursuit of delivering an optimal user experience.