Matt Umbro at PPC Hero has three reasons Why Website Redesigns Impact PPC More Than You Think. In many ways, redesigning a site is similar to a Rubik’s Cube, because changes made in one part will always affect other parts of the whole. It is common for SEO factors to be carefully considered when redesigning a site, and similar consideration should be given to PPC at the same time.
These three areas directly affect PPC:
- Ineffective URL structure — one site-wide remarketing code makes PPC efficient
- Lack of unique URL thank you pages — place the code on one thank you page and avoid having to customize solutions every time
- Poorly written page titles — Dynamic Search Ads, target inclusions and inclusions rely on consistently written titles for results
Redesigning a web page is a good idea as long as the underlying structure is also included in the assessment and reconstruction being done. A web site is the persona of the business it represents and a valuable asset for that business if it is done right. If the redesign is done haphazardly and without consideration of things like PPC there will be complications.
Just like the famous Rubik’s Cube illustrates the way everything works together, a website design and all the internet marketing factors work together, too. Changes in one area affect all other areas to some extent and it takes attention to detail to solve the puzzle.
There’s a lot to learn about web design and you will find more insights at http://www.reciprocalconsulting.com/web-design.php.
Site speed is important because people don’t like to wait long when they can click and switch to another site that loads faster. Albert Costill of Search Engine Journal(SEJ) looks at the issue in their ongoing series SEO 101: How Important is Site Speed in 2014? The answer to the rhetorical question is “yes, site speed is important,” and here is why:
- Google’s algorithms take site speed into consideration when ranking results (and other search engines do, too)
- People buy more if the site loads in two seconds or less (and leave if it doesn’t)
Many studies have been done on customer behavior and site speed, and most of the results are not surprising. People won’t stand in line to make a purchase unless they have no other alternative and online shopping provides many alternatives to the internet equivalent of standing in line.
Speed Things Up On Your Site
SEJ has some very practical advice for getting your web site out of the slow lane. Their first suggestion is making sure you have a host that is capable of providing the professional service you need for a business site. After that’s taken care of, there’s a checklist of possible problems that will slow down the load speed on a site:
- unoptomized images
- too many widgets/plugins
- incompatibility issues
- too many ads
- bulky code
- weighty design themes
- external embedded media
There are many tools available to assess site speed and the article lists some of the ones considered most helpful. If your site is loading slow and you address some of the above issues there should be a pickup in speed that is immediate and measurable. Site speed continues to be important in 2014 and it will remain important as long as people dislike waiting in line.
For more insights into the effect web design has on site speed, visit http://www.reciprocalconsulting.com/web-design.php.
There’s been a growing emphasis on the mobile market since the late 90s and many business people have been ignoring the trend as a fad rather than a change in marketing. Those people are changing their minds, and Dr. Peter J. Meyers was one of the skeptics who has now decided that there’s a reason Why Mobile Matters – Now. His article on Moz looks at the factors that seem to have influenced Google and examines some findings in Mary Meeker’s annual state of the internet report.
Do Your Customers Use Mobile?
According to the findings, more are using mobile devices to access the internet now than ever before. There really doesn’t seem to be a trend away from mobile, the movement is clearly more than a fad. But it has serious implications for marketing to that increasing segment of your business audience who look for information on a smaller screen.
According to Dr. Meyers, “Google is designing a SERP that’s not only “mobile first”, but can be broken into fragments (like answer boxes and Google Now “cards”) that can be mixed-and-matched across any device or screen-size. Search volume across non-desktop devices will increase, and mobile in all its forms may become the first stop for the majority of consumer searches.” This means a change in the way we design web pages and optimize search results or those potential customers will not even see what we have to offer.
Mobile Matters Because People Are Using It
The challenge of marketing is always catching the attention and engaging the customer with the goal of a tangible result. Mobile marketing and the change it makes in the underlying structure of our internet offerings are just the latest in the ongoing challenge we face. As long as technology keeps changing, marketing tools will change, but the people we are targeting are still people. The customer is still the gauge by which all our efforts should be measured.
For information on marketing, web design and more, visit http://www.reciprocalconsulting.com/web-design.php.
The word “audit” can bring up some bad memories, but it really is an important process when it comes to keeping your website functioning the way you want it to. This is because it’s like a content tuneup for your site.
Search Engine Journal has a step-by-step explanation of How To Conduct A Content Audit On Your Site that is extremely helpful. It’s a very easy guide worth bookmarking, because content audits should be part of your regular site maintenance just as tuneups are needed to keep a car running smoothly.
If you are not consistently fixing the small problems and replacing outdated items on your site, then it gradually bogs down under an accumulation of minor issues that become overwhelming. This accumulation of minor issues might not seem like much, but getting rid of them usually results in a boost in traffic and rankings.
What might need a tuneup on your site?
- page title and url
- alt tags
- last updated
- internal links
An audit is simply taking a closer look at the individual components of something. In this case, that closer look is with the ability to do something about what you find. Many times a site will have content or links that were good when it was first put up but has expired or needs to be redone. Once a regular content audit routine has been established, it isn’t difficult to keep up because you are only having to fix what has developed since the last time.
No matter how well a website has been designed, it is going to need regular maintenance to stay effective. Content audits are like tuneups for your site to keep it running smoothly. For more information on web design, visit http://www.reciprocalconsulting.com/web-design.php
Copyblogger just posted an article by a behavioral investigator named Vanessa Van Edwards on nonverbal hacks that can capture attention and convert traffic on your site. It’s an interesting look at human nature and our automatic responses to visual triggers. The reason that nonverbal communication is so important in web design is because people don’t read what doesn’t catch their attention. So the greatest content in the world will go unread by most folks if they don’t notice it.
Research has shown it takes five tenths of a second to make a good first impression online. That means visual rather than verbal is the first thing to pay attention to as you decide how to set up your website. Here are the six wordless ways you can do it:
- Understand eye patterns, and set up your headings and buttons in the normal F-shaped way that readers tend to process information: upper left corner, across, down, across, down. This is how we read text in English. (Non-English readers may not automatically do this if their normal script is written right-to-left.)
- Photos and videos should show your hands and positive facial expressions. This generates trust without saying a word in any culture.
- Guide actions nonverbally with images showing hand gestures or eye directions (looking to the video or button you want them to click).
- Utilize the research that has identified where visitors focus: logo, main navigation menu, search box, social networking links, primary image at top of page, written content, website footer.
- Take advantage of all the studies on color and psychology and match the colors of your site & logo to the main idea of your brand.
- Simple beats over-cluttered every time. Every time.
For more on ways to improve your site’s web design, visit reciprocalconsulting.com/web-design.php
Your web site is the way many of your customers first get to know what you offer and how it will benefit them. Ideally, that site comes up on the first page of a search engine (SEO, we are looking at you!), but the experience a first-time visitor has on your home page will determine whether or not they come back.
How is your message displayed and delivered? Today’s multi-device using customers are using laptops, phones, and more, to read email, surf the net, and view ads. A clear technological understanding of how that works and what won’t work should define how your message is put out there. For instance, a dancing bunny with wiggly balloons to click on is actually difficult to program successfully because a lot more information is needed and more can go wrong. That same bunny sitting still might be better for your purposes.
Is your web site easy to figure out on different devices? Since there will be users with varying speeds and bandwidths, simple is better than flashy. A good search engine is essential. The home page should have the most commonly sought information right there, easy to see. Tabs or links for further information should also be easy to see and should work when clicked on. Get feedback from your customer base and use it to improve their experience on your site no matter how they visit.
Are you using your data dynamically? There’s more to metrics than click rates. If you aren’t analyzing the right data for the right information, you are simply learning how to play with software and numbers. Know what makes a result statistically significant and numbers start to mean something real. Today we have access to an overwhelming amount of unique data that can improve specific business practices, but it has to be handled correctly.
You could try to figure all this out by yourself, or you could delegate the bulk of it to professionals who already are doing successful web design for others.
Over on SiteProNews, Mark Garland has listed 50 Top SEO and Link Building Tips You Need To Be Using. Before his list, and it’s a good list, he makes some very good points about SEO.
- links for links sake won’t get you very far
- the only way to rank high is by genuine links to genuine sources
- nobody outside Google’s inner sanctum knows exactly what the algorithm is
- we do know that Google prioritizes relevant, high quality sites
So we need to be thinking of our content as the primary focus, and links as highlights of that quality content.
“Think of it in terms of the top 40. A song reaches the number one spot if it sells the most (for SEO purposes sales = links) but you can’t just take a collection of words, with no melody and try and get sales. In order to get to number one you have to start with a good song (for SEO purposes song = content). The song may not be to everyone’s liking but as long as a large enough number of people like it, then they will buy (or link to!) it.”
Marketing techniques, Search Engine Optimization, Web Design, and all the rest of the package really are useless if the song/content doesn’t appeal to anybody. Being an authority with easy-to-find information goes a long, long way to get your site ranked high. It’s the song most people want to hear, and you will find that your links are shared by quite a few people.
If you need help getting yourself into the “top 40″ and staying there, there’s help at reciprocalconsulting.com/search-engine-optimization.php.
In the middle of a great post at Moz on mobile-friendly websites, Bridget Randolph points out;
“We are increasingly living in a multiscreen, device-agnostic world.
And this means that “mobile” can’t just be an add-on anymore…Mobile is not a separate channel; it’s a technology. So although at this point there’s “no such thing as mobile” for the user, don’t be fooled: Making it easy for users is really hard. We can’t be lazy. What we need to be doing is asking the right questions.”
Her advice covers 4 phases of the customer journey: discover, explore, buy, and engage. Each category has a lot of good ideas to consider, case studies to look at, and it is set up in an easily read format that is classic technique portrayed. You could use it as a textbook example of how to explain a potentially complicated process.
Every time you add a channel to your enterprise, it is a good idea to do it in a way that works for the devices that will be used to access it. Mobile devices are different in experience than a laptop, for instance. So why would it be wise to take the laptop design to the mobile device without changing anything? Short answer: it isn’t.
So how does that look for web design? It looks like using dynamic serving, different HTML based on user agent while a single URL is used for simplicity. You want to be thinking about the consumer’s experience, and that means a smaller screen needs a different design in order to be effective.
- How easy is it to find the “order” button from a phone?
- How hard is it to navigate your site on a tablet?
- Can the user go from one device to another in a seamlessly synced experience?
Testing all the devices your customers use, the way your customers use them, is a very good idea. We live in an increasingly multi-device, mobile-savvy culture and business has to keep up with it by designing your site appropriately for all the channels your customers will access. You can get help with your web design at reciprocalconsulting.com/web-design.php.
If you haven’t figured out that site speed is important, then you should consider why Google might introduce the Page Speed Suggestions Report inside Google Analytics.
This is a report that truly looks helpful.
When you’re inside your Google Analytics account, click on the Content – Site Speed section. Next, click on PageSpeed Suggestions. You’ll get a Page Speed Insights page, which should help you see how you can improve the necessary pages on your website.
Your Page Speed score will be a number between 0 and 100. The closer to 100 you get on that score, the better your page speed for the tested page. It’s important that you understand, however, that the tool doesn’t measure page speed. It measures the extent to which you can improve the speed of the page. A lower score means you can improve it a lot.
By analyzing the speed of your web pages, you can determine if you have too many graphics on a page, too much script, or a lot of videos. Too many ads, for instance, can result in a slower page speed.
As the Internet gets faster and faster, page speed will likely be a bigger issue for websites. That illustrates the importance of updating your web pages from time to time to take advantage of the latest web design practices. You should test all the pages on your website periodically to see how they rate on page speed.
It finally happened. People are now spending more time online than they are on television, and it’s all because of their mobile phones. Actually, it’s all mobile devices. That includes smartphones and tablets.
It’s interesting that online usage (computers and laptops) has remained steady since 2010 while mobile non-voice usage has steadily increased.
By the same token, TV viewing has remained pretty steady. It’s only because mobile usage has increased that total online activities have surpassed TV viewing.
Getting into the nitty-gritty of mobile usage, smartphones and tablets are running neck and neck in 2013. Both technology options have run neck and neck since 2010 with feature phone usage remaining steady. Since both smartphone and tablet usage has increased by more than an hour per day each, the percentage of feature phone usage has dropped to just 7.7%.
Why is any of this important? It’s important because marketers will have to decide where to spend their marketing dollars next year and the year after that. I don’t think mobile phone usage is declining any time soon. Smartphones and tablets will only become more popular.
If you haven’t started thinking about mobile marketing options yet, then you need to start thinking about that right now. QR codes, target=”_blank”>responsive web design, and SMS text messages are just three of your options. There are plenty more. But one thing is clear, mobile marketing is becoming more important.
One of the latest developments for website design is responsive design. This is a term that is used to describe a website that is accessible from any device and allows the user to experience the website whether viewing it from a desktop machine, a laptop, a mobile phone, a tablet, or some other device. The website responds to the device it is being viewed from.
>Responsive web design is about more than simple accessibility. It also has some SEO benefits.
For instance, responsive websites eliminate the duplicate content issue. If you have a website in HTML that was designed for computers and a separate website that was designed for mobile devices, you’ll either have to rewrite the content for the second site or potentially deal with duplicate content issues in the search engines. There’s no way around it. Even if your mobile site is a subdomain of your main site, you’ll have to face the duplicate content monster.
You also only have to do SEO on one site. If you have two sites, that’s twice the SEO work.
Thirdly, if you have a traditional website and a mobile website, then you’ll have to build links to both sites. Link building is a time consuming activity. You will most certainly duplicate your efforts in social media promotion and other link building activities if you have a dedicated mobile website.
Going forward, responsive website design is going to be one of the most important trends for website development.
Testing is one of the most important aspects of creating new web design. If you have a current website and think you can improve upon it, how shall you go about it? You should test new designs against your old design and see which one performs better.
There are two types of website testing that are popular and recognized by most industry experts: A/B testing and multivariate testing. Which one is right for you?
In general, it depends. However, I think A/B testing is appropriate for most circumstances.
A/B testing is where you take one component of your web page and you test it against a new version of it. For instance, you take your page headline and tweak it slightly then present an A/B test to see which one users like the most. The A version is usually the current web page published. The B version is the one with the new headline. You don’t test any other components on the page.
Multivariate testing allows you to test multiple components at the same time. You can add a new headline, move your lead photo from the right to the left side of the page, and make your sidebar wide and narrow.
Testing multiple variables at the same time can give you an idea about different versions of your page, but it won’t necessarily tell you which variables users are attracted to. In the above scenario, for instance, users might like version B of your web page more than version A, but do they like it because of the headline, the image or the sidebar? All you can is they like the combination of elements better.
This is why I recommend A/B testing over the multivariate testing most of the time. Still, it’s OK to use multivariate testing because the end result is a better website that visitors love.
Google recently announced the publication of a new webmaster cheat sheet. So if you just built your first website and want to know how you can get it to rank in Google’s search engine, you should download this PDF right away.
Keep in mind, however, that it’s just a basic overview, not a full tell-all. In other words, it isn’t comprehensive.
The PDF essentially offers the following advice:
- Write a concise, informative page title
- Chose a domain name that is descriptive and easy to remember
- Write unique meta descriptions for each page of 160 characters or less
- Give images short and descriptive file names
- Write a keyword-based alt tag for each image
- Include an informative and descriptive caption for each image
- Keep your website’s content up to date and unique with fresh regular blog posts
This advice really isn’t earth-shatteringly new. Reciprocal Consulting has been giving this same advice for years. And remember, it’s still basic information. There is a lot more you can do to help your website rank in the search engines. For instance, you should build some inbound links to your site by sharing it on social media, encouraging your site visitors to share it with their friends, and writing guest articles and blog posts on niche-related websites.
It’s nice to know Google affirms what we’ve been saying for years now.
Let’s face it. We live in a world where beauty matters. I have seen ugly websites get a redesign and improve visitor interaction immediately. The website’s bounce rate lowers, its unique visitors increases, and conversions increase. The same thing can happen to your website.
There are some very simple things you can do to improve the look and feel of your website. Here are 3 ways to improve your web design easily and reap the benefits.
- Associate your brand with colors – Not too many. Pick two or three colors that you want site visitors to associate with your brand and use those to design your website. Over time, those colors will be associated with your website and brand. Make sure you use specific colors by hex code and not just generic colors like “red” and “yellow.”
- Write content for the web – People don’t read the same way online. Make your paragraphs short, use bullet points and subheads, and use short and simple sentences. Make your content “scannable.” People will stop and read what they find interesting.
- Use graphics – “Gray” content might be interesting, but it’s going to be a lot more interesting with graphic enhancements. Use images on your content to break up the content and to add a visual element. Be sure to choose images that correspond to the content.
If you improve your website’s visual design, then you’ll see a huge difference in your conversions and how visitors interact with your website.
When I ask clients what they think the most important element of web design is, I usually get one of several responses.
- The header
- Usability, or functionality
- Shopping cart
- Conversions, or calls to actions
- Search engine optimization
These are generally the most often stated elements by people who don’t design websites. Even web designers will often repeat one or more of these often spoken responses. But the truth is, the most important element of web design is none of these.
So what is the most important element?
In a word, it’s content that speaks to your ideal customer.
Notice that I didn’t just say “content.” That’s because content in and of itself is just a tool. It can be effective or ineffective. It can be the right content for your target audience or the the wrong content.
If the content on your website isn’t written to attract your ideal customer and then close them, then it’s not good content. Period.
The bottom line is, you have to lead your ideal client to the sale. That means your content has to be targeted to appeal to the ideal client and convince them that you have the answer to their most pressing questions. In other words, it has to solve a problem. If your content doesn’t convince your ideal customer that you have the solution to their biggest problem, then you won’t get the sale.
That’s why content that speaks to your ideal customer is the most important element of web design. It’s what gets the sale.
As you get into managing your pay-per-click campaign, you’ll want to ensure that your landing page is optimized for search, draws the visitor in, and makes the sales pitch seamlessly with a strong closing statement – also known as a call to action.
Designing your landing page for PPC requires that you keep a focus on quality. Your quality score will determine where your ads are placed and whether or not your landing page receives respectable organic search rankings.
Here are 5 solid principles to keep in mind when designing your landing page:
- Attractive Page Design – Let’s start with design. Your page has to immediately be attractive to a user. If it isn’t, they’ll back out and go somewhere else. Make sure your images don’t obscure the text, make it easy to navigate or scroll through, and be sure you choose the right fonts and graphics.
- User Experience – Site visitors will not wait for pages to load. Make sure yours load fast. Also, include Buy Now buttons that are easy to use and functional. Every element of your page must be easy to use and encourage interactivity.
- Keep It Simple – Get rid of any unnecessary elements. Everything must point the user to the final sale. Include plenty of white space around the Buy Now button to make it visible.
- Grab Your Visitor’s Attention – Use big fonts and eye-catching colors for headlines, subheads, and calls to action. Make sure your Buy Now and Order buttons are clearly visible. Draw your site visitor’s eyes to those parts of the page you want them to focus on.
- Make It Social – Include social share icons on your pages to encourage visitors to share your page. And show your social proof badges as well. People respect marketers who can prove their social worth.
The best way to succeed – at anything – is to exercise continuous improvement. And the best way to do that is to measure what you do. Figure out what works and what doesn’t and change what doesn’t. That’s what Website Optimizer can do for you.
Google’s Website Optimizer is a method of testing and tracking your online marketing experiments so you can see what is working and what is not. You can use it to test your landing pages using an A/B testing model or conduct a multivariate testing experiment. Which model you use depends a lot on your marketing campaign.
The Website Optimizer is particularly effective with pay-per-click advertising campaigns. It lets you know how your campaigns are working.
If you have a desire to increase your website traffic or sales conversions, decrease bounce rates and CPA (cost per acquisition) rates, determine the best website design, or see which landing page is most effective, then Website Optimizer is a handy tool.
It’s imperative to test what you’re doing to see if it is working, whether you are engaged in a social media campaign, search engine optimization, or pay per click. Once you figure out what works and what doesn’t, it’s a matter of tweaking until you get it all just right. Think of it as making small adjustments until you get the right mixture of the right elements in your online marketing plan.
One of the most important parts of search engine optimization is also the part that is most often downplayed by the SEO community and by webmasters in general. Almost everyone is fixated on the technical aspects of SEO – keyword research, keyword density, meta tags, alt tags, etc. But you don’t often hear about how important creativity is in the SEO process.
When I speak of creativity, what I’m really talking about is bringing something unique to web pages. That’s something unique in the web design as well as in the content delivery.
Creativity is important in the SEO process because it makes your website unique, not only to visitors but also to the search engines. You want to feed the robots with information the can’t find somewhere else. You can do that in one of two ways.
The first way to be unique in your content is to provide information that no one else provides. That’s a bit difficult, but it can be done. You want to look for opportunities to bring to light information that no one else has access to or has left ignored. If you can do that, then you can take advantage of the creative aspect of search engine optimization by providing unique information.
The second way to present unique content is in the presentation. This one is much easier to implement than the first method. You can take care of the presentation by focusing on web design, site structure, or content presentation elements on the page – for instance, use of videos, infographics, or other interesting visual and non-visual content delivery elements. You can also add rich snippets to your page to increase your search engine optimization possibilities.
Creative SEO can be handled in any number of ways, but it’s a very important aspect to SEO in the 21st century. Make your website unique.
It used to be that all you had to think about when building your landing pages was how to optimize your titles and headlines, images through alt tags, keyword usage, and a having strong call to action. Is that all you have to think about today or is there more to it now?
I think that landing page optimization has changed and primarily it has changed because users are more savvy now than they used to be.
For sure, Internet users overall care more about design and layout today than they used to. At one time an ugly landing page could still make money, but because most niches now are embattled in some pretty stiff competition, if your web pages don’t meet a certain design standard, then your competition is going to win. Users will bounce from an ugly site to a more attractive site and make a purchase there even if your product is better.
For that reason, web design is much more important today. You want your site to be optimized well and have a strong call to action, but you want it to be beautiful too.
Aside from that, you also want to pay much more attention to metrics. What are you measuring, and are you sure you’re measuring the right things?
For starters, you should know how much of your traffic is converting. You should also measure your social signals, e-mail opt-ins, and anything else that could potentially lead to a conversion. You have to know what web design elements are working for you and eliminate any that aren’t. This often requires A/B testing or multivariate testing in some form.
By testing your landing pages for better optimization and conversion you signal to the world, and your in-house team, that you are serious about building your brand. It all starts with effective web design.
If you want a sure-fire way to kill your website and ensure that it doesn’t get traction in the search engines or that visitors stop by for a quick look and leave, then follow these web design principles.
- No social media icons – Leave off the social media icons. No one’s going to share your content anyway. Truth is, people do share content. And they’re sharing it more all the time.
- Don’t include graphics – No one likes pretty pictures. Fill your web content space with nothing but text. Lots of it. Heck, go even further and don’t break for paragraphs. Do everything you can to make your web pages gray.
- Noindex, nofollow – Add the meta tag “noindex, nofollow” to every page on your website. It won’t get crawled or ranked by the search engines and no one will ever find you. You’re sure to live out the rest of your life in obscurity.
- Talk down to your readers – You’re smarter than they are. Show it. Readers love it when web content talks down to them, puts them in their place. You’ll get lots of repeat visitors to your site with that. Not.
- Don’t do any internal linking – Links are overrated. Why would you want your web pages to link together? Why encourage site visitors to visit more than one page? They came to your site to see the page they’re on, so keep them there. Actually, studies show that website navigation is one of the most important things for site visitors.
If you noticed the inherent sarcasm in this post, good for you. Now, don’t you think it’s time to learn how to really design web pages?