matt bailey sitelogic [email protected] advanced website marketing
TRANSCRIPT
Power of Words
1
“Words are like little dynamite
sticks in people’s minds . . .”
Mao Zedong
Rule #1Call things what they are
Location ofWords
2
60 Characters 60 Characters
Placement of Words
3
Jacob Neilson – AlertBox http://useit.com/alertbox/9710a.html
79% of users scan a web page;
16% read word for word.
• Headlines • Meaningful sub-headings • Bulleted lists • Headers: one idea per paragraph• Content Arrangement
Co-Dependency onWords
4
How do Search Engines Rank websites?
• Page Title• Headlines• Sub headings• Images, captions• Text links (incoming & outgoing)• Content• Age of Site/Domain
• Incoming Links• Incoming Link Text• Age of incoming links & sites• Authority & History of referring sites • Type of Site & type of link• Surrounding content
• Recommendation• Referral• Directions• Advice• Word-of-Mouth• Information
Who benefits from these?
Search is based on human factors!
Credibility of Words
5
Well-designed pages and content = Credibility
“Participants made credibility-based decisions . . .
based upon the site's overall visual appeal.”
-Stanford University Persuasive Technology Lab Study
Consumers assessed the credibility of sites based on the overall visual
design of a site,
Specifically noting;
• layout,
• typography,
• font size,
• color schemes.
-Stanford University Persuasive Technology Lab Study
Read-abilityRead-abilitySmall Text
Scrolling
Blinking
Rotating
Low contrast
Variety of Words
6
Rule #2Your keyword strategy cannot
focus on 1 or 2 words . . .
Courtesy: Joe Kraus, JotSpot, http://www.longtail.com
Referrals per keyword
Top 30 terms referred:
2,916 visitors
Keyword Phrases
Children’s music publisher
Next 4,640 unique terms referred: 8,366 visitors
Keyword Phrases
Referrals per keyword
Most sales generated from these key phrases . . .
Children’s music publisher
Branding of Words
7
Keyword (User) Research
Semantics of Words
8
Regional Versions
• Hoagie• Grinder• Sub• Po-Boy• Sandwich
Context, Content, Context
Context• Images: Use the alt attribute to provide
descriptive text. In addition, we recommend using a human-readable caption and descriptive text around the image.
Google Webmaster Guidelines
Clarity ofWords
9
Underneath their familiar green and yellow exterior isn’t just a redesign of the compact tractor, but a transformation. Where power is no longer measured by horsepower. Where implements practically attach themselves. And comfort is no longer at odds with productivity. 120 improvements. Zero gimmicks and countless firsts. These tractors are ready.
Underneath their familiar green and yellow exterior isn’t just a redesign of the compact tractor, but a transformation. Where power is no longer measured by horsepower. Where implements practically attach themselves. And comfort is no longer at odds with productivity. 120 improvements. Zero gimmicks and countless firsts. These tractors are ready.
Universality ofWords
10
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