WEBSITE OPTIMISATION

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Cathleen Powell
5 years ago
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1 WEBSITE OPTIMISATION 1

The Process For all website optimisation projects, we adopt an Agile

As there are no absolutes in optimising a specific website for success,

which requirements and solutions evolve through the collaborative

2 The Process For all website optimisation projects, we adopt an Agile Software Development process we call the 4Ds. As there are no absolutes in optimising a specific website for success, we use best practice to efficiently optimise the website to meet your specific requirements. Agile software development is an approach to software development under which requirements and solutions evolve through the collaborative effort of self-organising and crossfunctional teams and their customer(s)/end user(s). It advocates adaptive planning, evolutionary development, early delivery, and continual improvement, and it encourages rapid and flexible response to change. D e p l o y D i s c o v e r D e v e l o p D e s i g n

3 1 D i s c o v e r We use analytical tools to monitor the current performance of the website along with your feedback to identify areas of improvement. We use this data to propose new projects and analyse the performance of current projects. T h e B e n e f i t s Identify areas of the website that can be improved. Prioritise areas that will provide the greatest return. Continued understanding of the websites performance. T o o l s Google Analytics and HotJar Heatmapping for UX reporting. Google and Bing Webmasters for Keyword Research. Pingdom and Google PageSpeed Insights for speed & performance.

4 2 D e s i g n Using the analytics from the discovery phase, we design and propose the actions to optimise the identified projects. Design can be a method documented for approval or a graphic illustrating a new layout or content. T h e B e n e f i t s Identifies the content required for the website. Obtain feedback before implementation. Smooth progression of the optimisation phase. T o o l s Digital document provided as a PDF. Unpublished test pages on the website.

D e v e l o p Once the design is agreed we can implement it into the production website. We always use the best methods to meet WC and WAI standards and create fast loading responsive data.

5 D e v e l o p Once the design is agreed we can implement it into the production website. We always use the best methods to meet WC and WAI standards and create fast loading responsive data. T h e B e n e f i t s Fully optimised to the best standards. Efficient process and code. Fast loading and code compliant T o o l s Developed on the production website. We code in HTML, AMP, CSS, PHP and Javascript.

4 D e p l o y Although some elements are deployed at the development stage for efficiency, others are deployed on approval of the final development.

6 4 D e p l o y Although some elements are deployed at the development stage for efficiency, others are deployed on approval of the final development. We then setup analytical tools to monitor the progress and see what improvements have been made. T h e B e n e f i t s Clear and efficient process. Starts analytics to track improvements. Clarity on what has been managed. T o o l s A spreadsheet with all deployed projects for future reference. Google Analytics and Heatmapping is setup.

7 W h y W e b s i t e O p t i m i s a t i o n a n d n o t S E O There is so much more to a website than keywords and link building! We do not have anything against SEO on it s own but like to look at your website as a whole and improve it performance across the board. We find that having a highly converting website that answers peoples questions and concerns will perform well not only on search engines, but also other methods. After all, you website is your online brochure and should be used to support you sales team and existing clients as much as visitors from search.

8 S e t t i n g K P I s We don t like to focus on visitor number and instead aim to improve the number of quality enquiries you receive. We have had projects where we have actively reduced visitor numbers to increase conversion rates. It is little use in having a website that ranks for a certain keyword if the target audience is not correct. By focussing on enquiries we can use UX, CRO, and SEO techniques to improve the number of enquires your receive.

K e y w o r d R e s e a r c h We have used many tools to research keywords but dropped these recently as they do not provide the same return as this simple yet powerful method.

9 K e y w o r d R e s e a r c h We have used many tools to research keywords but dropped these recently as they do not provide the same return as this simple yet powerful method. Google have one goal which is to provide the answers to peoples searches quickly and accurately. Therefore, it makes sense to gather all the potential questions your audience are asking and answer them in as many articles as practical. When you have a large database of articles, you can then use the live data to optimise pages with positive results to grow ranking. Most tools focus on short, one to three word terms and not the common questions being asked.

10 W h i t e - H a t T e c h n i q u e s We only use white-hat SEO techniques for all our optimisation work. While it can be tempting to rank 1 st on Google for a specific search term in a short space of time, you will typically find website that achieve this are using Black or Grey Hat techniques. These usually work until Google perform an update in which websites found to use shortcuts without providing valuable and trusted content could be penalised. Let s Go Out This is an example of a new website that drastically increase in Impressions following the last update. Tiny Green PC August is typically a quiet month for this website, however, impressions and clicks have improved following Google Updates Medic Core Update August 1, 2018 Medic Core Update August 1, 2018 To date, our websites have mostly benefit from updates as we focus on long term growth and increasing your domain authority. RDVA This website is small in size and is not regularly optimised. However, this is typical of sites we have developed in MODX recently Medic Core Update August 1, 2018

11 C o n v e r t i n g I m p r e s s i o n s i n t o C l i c k s Once we can see a website ranking for a search term, we then work to improve click through rates.. It s tempting to add more keywords to a page so it ranks for multiple search terms. However, Search engines reward websites that provide quality results to questions. We find it s best to use power words and answers within your meta data and pages content to strengthen a pages position. After all, this is what your clients and Google are looking for. Tiny Green PC If you clearly provide the answer people are looking for in the meta description and title, Google may reward you. This page alone provides about 500 visitors per month because it contains valuable content. You will see from the meta that we have used the keywords The title gets to the point with a description that is honest while containing suitable keywords.

Keeping people on your website is not only good for your conversion rates but also lets Google know that your content is that the searcher is looking for and will help to improve your domain

12 I m p r o v i n g B o u n c e R a t e s Heatmapping is the best tool for reducing bounce rates and monitoring visitor interactivity. Tiny Green PC You can see from this heatmap that the video play button gets very few clicks. Keeping people on your website is not only good for your conversion rates but also lets Google know that your content is that the searcher is looking for and will help to improve your domain authority. We changed the thumbnail to an image of a PC and the play button is now the second most clicked element on the page. Sometimes it can be little things that make a big impact and frequently, it s not what you expect. For example, we have found social icons in the header can contribute to % of your visitors clicking off your website. Therefore, if it s not essential to the visitor journey, we suggest removing them. Just by changing the image, we reduced the bounce rate on that page by over 20%!

H o w t o p r o c e e d If you like what you see then it all starts by booking a Discovery Day to create a bespoke report on your current website and how we would like to proceed.

13 H o w t o p r o c e e d If you like what you see then it all starts by booking a Discovery Day to create a bespoke report on your current website and how we would like to proceed. We have a 100% satisfaction guarantee ensuring that you are completely happy with the results and that we meet all of the objectives of the project. You are likely to have more questions that you may want answering before we proceed. You can call us on or theteam@unumbox.com if you would like to know more. We look forward to hearing from you. 14

14 A b o u t U n u m b o x L t d Unumbox Ltd is a website development agency started in August 2015 by Simon Langham and has been growing ever since. Based in Kettering, We service clients both locally in Northamptonshire and further afield with valued clients in London. Our mission statement is as follows Your Partner for A Positive Future. In a rapidly changing world, Businesses have consistently been at the forefront of the technologies that often impact our lives in a big way, by championing social and environmental change where it matters most. We treasure the positive efforts of global industry and entrepreneurial spirit, which is why our business exists to support yours. With the growing integration of voice assistant technology into everyday life and a need for fast and unique web solutions, it is our belief that the future lies with the pioneers ready to make the next step. We want to be your partner for a positive future. 15

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