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    Jan 2012

    Digital Media – Getting Started – Web Content

    Posted by / in Marketing, Tips and Tricks / Link

    “Content is Queen, Quality is King” (source unknown but I totally agree)

    The more content the better but if it is crap, you will be penalized by your site visitors and the search engines. Focus on the customer instead of solely on search engine optimization. Provide relevant content.

    Tomato RED by spisharam, on Flickr
    Creative Commons Attribution-Share Alike 2.0 Generic License  by  spisharam 

    Fresh is good

    New, original content (not copied/pasted from another source) is valued by people and search engines. The more fresh content you create on an ongoing basis, the more valuable your site becomes. This applies to your website, blogs, and even Facebook  Pages!

    Make it easy for the spiders and readers

    Search engine spiders crawl through sites and like to know what’s important.  So do humans. Bolding or italicizing certain keywords or phrases makes it easier to zero in on the good stuff.

    Spiders can’t see images.

    Anything that is text-based can be read by the search engine spiders. Images or flash that does not have an associated text description is not visible.

    Sey it ain’t so!

    Search engines are like professors! In addition to good content, they’re looking for proper grammar and spelling as it suggests that the site is legit, professional and likely to offer some value to the search engine user. In the past, people would create content with typos to capture search terms that had typos in them. This tactic does not seem to work as search engines continually tweak their algorithms to offer the best results for their users.

    My buddies at SEP posted a great article on How to Create Good Content For Your Website.

    Content Management Systems (CMS)

    Websites that are static are not very useful to an organization or site visitor. Business is dynamic so you want a website that allows you to add, delete and modify content efficiently and economically. In the old days it may have cost ~$500 to have a page changed by a “webmaster”! With the greater emphasis on fresh, relevant content, this got pretty expensive and organizations did NOT update their content as often as they would have liked to or should have. Take a look at the many large (and small) organizations that still have websites that look like they were created when Justin Bieber was in diapers.

    Web developers needed to provide a better service at a lower cost. They collaborated and developed many “open-source” content management systems that made developing and maintaining websites much simpler.

    Popular and free CMS include Joomla!, Drupal and WordPress (which technically is a blogging platform not a CMS)

    This link compares Joomla! and WordPress and if you’re interested in history and reading about The Rise of the Web CMS, you should click that link.

    Understanding the Effect of Web Design on Analytics and Reporting

    Marketing Metrics

    If your website design does not take into consideration the technical requirements for analytics and reporting, you may miss out on metrics that can help you tweak your site so that it offers greater value to the user.

    If you use a stock website builder or even an open-source CMS or blogging software, make sure that you can add tracking or analytics code.  You need access to the code on particular pages or you need the ability to install tools that can do this for you.  Some web hosts try to make the website as easy as possible for the client by locking down this type of access.

    Need for Speed

    Your website must be optimized so that it loads quickly on a computer, smartphone or tablet. Faster page loading means users might not bounce as fast and if they stick around, they might convert. Check out Google’s free Page Speed Online which analyzes a web page and offers suggestions on improving its speed.

    If you want more information on setting up your website so that Google, Bing and other search engines are happy, check out Google’s Webmaster Guidelines.

    That’s it for week 1 of MRK634 digital media driving business. Do you have any insights to share?

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