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5. CM2# Tactics: Web development and SEO

Awesome template but don't use it with Chrome... Or it may crash ! (sorry)

Ewelina Lacka

on 31 October 2017

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Transcript of 5. CM2# Tactics: Web development and SEO

Consumer Management 2
Customer journey

Design of online presence should consider:

Ease of locating the site through search engines

Services provided by partners online on other websites

Quality of outbound communications such as e-newsletters

Quality of processing inbound e-mail communications from customers

Integration with offline communications and touch points like store and phone as part of multichannel marketing

Planning website design and development
The main development tasks, scheduled as part of the planning process:

1. Pre-development task e.g. domain registration, host choice, objectives and aims setting

2. Analysis & Design considers customer persona, business objectives, prototypes and information architecture

3. Content developing and testing e.g. creation of prototypes, visual design, database integration, usability and performance testing

4. Publishing or launching the site – soft launches, testing before mass launch

5. Pre-launch promotion communications e.g. SE registration, SEO or PR activity

6. Ongoing promotion – post launch activities including Pay-Per-Click, SEO, Competitions, Discounts etc.

Who should be involved in a website development ?
Typical profiles of team members follow:

Site sponsors – senior managers who pay for the site

Site owner – marketing or e-commerce managers who take site ‘ownership’

Project manager – responsible for planning and coordination of the website project

Site designer – responsible for ‘look & feel’ of the site, includes styling and transferring brand value

Content developer – write copy and convert the copy to a web friendly form

Webmaster – ensures quality, speed, availability, connection with company database, graphic design and content development

Stakeholders – internal staff who need knowledge of the web presence

The website development
Domain name registration criteria

Register as many ccTLDs (e.g org.uk) and/or domains extension
Incorporate SEO
Improve findability

Selecting a host provider criteria:

Designing user experience
How the site will work in the key areas of the website structure, navigation and security?

Designing the user experience
User-centered design

Who are the important users?

What is there purpose for accessing the site?

How frequently will they visit the site?

What experience do they have?

What nationality are they?

What type of information are the looking for?

Use of information e.g. download, print or read.

Browser, Speed, Screen sizes?

Evaluating designs


Productivity (efficiency)


Elements of site design include:

Site design & structure

Page design

Content design

Information Organising Schemes
Information organisation schemes

Exact – e.g. alphabetical or chronological

Ambiguous – e.g. categorise in topic areas

Hybrid – a combination of Exact and Ambiguous

Site navigation schemes

Consistency e.g. menu options

Simplicity e.g. limited no. of options


Narrow and deep
Fewer choices, more clicks to reach required content.

Broad and shallow
More choices, fewer clicks to reach required content

Content design

Content engagement value e.g. product info, games

Content media – plain text, rich media, podcasts, streamed video

Content syndication – feeds, emails, direct submissions

Content participation – enable comments, ratings & reviews

Content access platform - digital access platforms such as desktops & laptops for different screen resolution and mobile devices

Evaluation and improvement of digital channel performance

Performance management

the process of quantifying
of past actions through acquisition, collection, sorting, analysis, implementation and dissemination of appropriate data.

Effectiveness- meeting process objectives, delivering the required outputs and outcomes

Efficiency- minimising resources or time needed to complete a process

Performance measurement process

1. Creating a performance management systems
Stage 2. Defining the performance metrics framework

Performance measurement framework should:

Assess which strategic goals are achieved

Assess to what extent digital marketing contributes to the business

Assess effectiveness of digital marketing tactics and implementation

Assess the impact of digital marketing on the satisfaction, loyalty and contribution of stakeholders

Enable comparison of performance of direct digital channels with other channels

Assess digital marketing performance against competitors’

Stage 3. Tools and techniques for collecting metrics and summarising results

Site activity data
- information on content and services assessed by e-commerce data (e.g. hit-click, page impressions, unique visitors, page per visit, vsits per visitor .

Design for analysis
- measures designed to better understand the audience of a site and their decision points. (e.g. breaking up a long page to see which parts are of interest for consumers, grouping content by audience type, measure attrition at different points in a consumer journey)

AB testing
– testing of two different versions of the page or a page element such as heading, image or button for effectiveness
Multivariate testing
- advanced form of AB testing, it enables simultaneous testing of pages for different combinations of page elements that are being tested

Clickstream analysis
– detail analysis of visitor behaviour in order to identify improvements to the site.

How to select web analytics tool???

Integration with other data sources


Media attribution


Customisation facilities

Support services

Privacy considerations

Marketing research using the Internet

Internet-based market research
– the use of online questionnaires and focus groups to assess consumer perceptions of a website etc.

Website feedback tools

Site user satisfaction surveys


Single page feedback tool

Other: focus groups, mystery shopping, online survey tools

Online consumer experience

Speed (page download performance)
Availability (connection to the site)

The website project

Analysis phase:
the identification of the requirements of a website. Techniques to achieve this may include focus groups, questionnaires sent to existing consumers or interview with key accounts

User-centred design:
a design approach which is based on research of user characteristics and needs

Business requirements

Marketing-led site design:
site design elements are developed to achieve consumer acquisition, retention and communication of marketing messages.

Marketing-led site design performance drivers:
Consumer acquisition; clear value proposition
Consumer conversion: transformation of visitors into consumers
Consumer retention: repeated visitors, returning consumers
Service quality; site navigation, performance, availability, responsiveness to enquiries
Branding: online interaction with brand


– an approach to website design intended to enable the completion of user tasks.

Expert review
– an analysis of an existing site prototype by an experienced usability expert who will identify deficiencies and improvements to a site based on their knowledge of web design principles and best practice.

Steps to usability testing:
Identifying representative users of the site and their tasks
Asking them to perform the task
Observing how they succeed


Business imperative to ensure site is accessible:
Number of visually impaired people
Legal requirements (UK Disability Discrimination ACT)
Number of users with less popular browsers or variation in screen resolution e.g. Lynx, Opera
More visitors from natural listings on Search Engines

Web accessibility
: an approach to the site design intended to accommodate needs of site users who use different browsers and settings

Localisation requirements
Support customers from a range of countries with:
Different product needs
Language differences
Cultural differences (cultural adaption)

Designing the information architecture

Information architecture
– The combination of organisation, labeling and navigation schemes of an information system.

Involves creating a plan to group information logically – known as a
site map (blueprints);
a graphic or text description of the relationship between different groups of content on a site

(supporting users to locate the content or offers they are looking for through search engines or when browsing or searching on the site)

Search Engine Marketing (SEM)
Search engine marketing
– Promoting an organisation through search engines to meet its objectives by delivering relevant content in the search listings for searchers and encouraging them to click through to the destination site.

Two distinct methods of SEM:
Search engine optimisation (SEO)– structured approach used to increase the position of a company in Search Engine Ranked Pages (SERPs)

Paid search marketing – also known as Pay-per-click (PPC) delivers results form the sponsored listings within search engines .
Keywords/ Keyphases
Know your target audience, brand and products
Use automated keyword suggestion tools (e.g. AdWords)
Analyse the competition (e.g. SEO toolset)
Eliminate ‘too general’ keywords/ be specific

Long-tile keywords
complex queries that contain more words that are specific in nature and attract a lower volume of search traffic

Successful keywords should focus on:

Volume- number of users using the keywords to search
Competitiveness- number of sites using the same keywords
Profitability- based around product and service and their margin

Search Engine Optimisation
are software processes, used by Search Engines, to crawl links between sites and Index Web Pages.


Identify relevant pages
Assess any changes
Retrieve a reference URL for analysis and indexing

An index based on crawling activities and analysis.

Ranking /Scoring
Leads to Search Engine Results Pages
Aims to present relevant data based on the customers search phrase

Query request & results serving

SE accepts query.
Assesses user location via IP address
Passes information to relevant data centre & returns a search results page
Ranking occurs in real time.

Search engine algorithm & ranking factors
Search engine algorithm
- special programmes that use variety of formulas to ‘score’ a sites’ relevance to the uses’ original query

Matching between web page and key phases search (on-page optimisation)

Links into the page (inbound or backlinks)

Page title
Page description
Information architecture
Tagged visual content
Download performance
Mobile Friendliness

All flash websites
JavaScript navigation
Duplicate Content
Image maps and other non-script navigation
Dynamically navigated pages

Significant traffic driver
Highly targeted
Potentially low cost visitors

Lack of predictability
Time for results to be implemented e.g. new sites may be months
Complexity & Dynamic nature e.g. what is the algorithm used?
Ongoing investment
Poor for developing awareness in comparison with other channels

Advertising cost is minimalized
Highly targeted
Good accountability
Simpler than SEO

Competitive and expensive
Requires specialist knowledge
Time consuming

Levels of localisation:
Standardised Websites – one site fits all
Semi-localised websites – variations with contact information
Localised websites – includes language translation
Highly-localised websites – includes time, date, post code, currency formats
Culturally customised websites – complete ‘immersion’ in the culture of target customers

Web Content Accessibility Guidelines
Name and Shame
Visible focus (the navigational technique which highlights where the user is on the page visually, it is essential for sighted users who rely on visual cues to navigate with a keyboard)
‘Skip to’ links (for non-sighted users, ‘skip to’ links provide an easy way to move through the navigation and into the main content of the page)
Alternative text for images (alternative text is read by screen readers in place of images, allowing the content and function of the images to be available to those with visual or certain cognitive disabilities.
Providing context to screen reader users (it is fundamental for screen reader users who are not able to visually group information together or understand meaning through visible presentation.).
Short-tile keywords
simple one or two-word phases that are typically very general in nature and attract a large volume of individual search requests
On-page optimisation

Headings & Content
Images Alt Text
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