Improve the Reach of your Website

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Improve the Reachof your Website

• Tasha Beauchamp, MSc
• Lets Collaborate!
• 707-477-0700
• tasha_at_letscollaborate.us

ASA Washington, DC 3/28/08
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Purpose of a Website

• Advertising
• Education
• Marketing
• Conducting business online
• Public relations
• Fund-raising
• Grass roots advocacy engagement

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The Internet Medium

• Steps in the process
• Attract viewers
• Qualify leads
• Engage clients

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Improving your Reach Who is your audience?
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Age of Internet Users

• 71 of all U.S. adults report using Web
• 18 - 29 year olds (87)
• 30 - 49 year olds (83)
• 50 - 64 year olds (65)
• 65 and older (32)

Pew Internet American Life Project (www.pewinte
rnet.org) Latest Trends March 2007
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How Viewers Arrive at a Website

• Directly typing in a URL (25)
• From a link on another page (25)
• From a search engine (50)

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Search Engine Mechanics Bits and bots

• Automated the process
• Spiderbots crawl the web
• Arrive by links from other pages
• Count links TO a web page
• Count words on a page
• Assess placement of words

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How Search Engines Prioritize a Site

• Credibility
• Relevance
• Longevity
• Currency
• Proximity

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Credibility Cyberspace word-of-mouth
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Credibility Become a hub

• Have other websites link TO you
• Gilt by associationHave hub websites link to
  you
• Launch a reciprocal linking campaign

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Relevance Strategic CHOICE of keywords

• Identify 2-5 keywords per page
• Select popular keywords
• http//inventory.overture.com
• eldercare (0) vs. elder care (31,268)
• Add localizing keywords

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Relevance PLACEMENT of keywords

• In page title
• In links TO the page
• In headlines, subheads, boldface text
• Early and often in body text
• Include in keyword meta tags

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Relevance QUANTITY of keywords

• More pages more words
• Greater variety of words broader relevance
• Attract viewers with educational resources
• Give something to get something
• Words are cheap!

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Longevity Currency

• Age happens
• Re-register your site after updates
• Three top search engines
• Googlehttp//www.google.com/addurl.html
• Yahoohttp//search.yahoo.com/info/submit.html
• MSNhttp//search.msn.com/docs/submit.aspx

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Proximity How close are you to viewer?

• Location of viewers ISP
• Location of your web-host
• Not super accurate

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Register for local search

• Google http//www.google.com/local/add
• Yahoo http//listings.local.yahoo.com

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Web Analytics What gets measured gets managed

• Measure change over time
• Understand your viewers
• Interpret their behavior
• Adjust your website to create a better fit

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Google Analytics www.google.com/analytics

• Web usage
• How people arrive
• Keywords used in searches
• Websites people come FROM
• Geographic proximity

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Tracking Pages How it works

• Insert code on
• Entry or landing pages
• Audience-specific pages
• Topic-specific pages
• Campaign-specific pages
• Thank you pages

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Case Study Hospice in Spokane

• Educational website launched 1/1/08
• Speaking engagements, office visits
• Newspaper stories
• Strong emphasis on referrers
• Seeking brand loyalty
• Ultimately want more referrals

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General Overview The Dashboard
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General Overview The Dashboard
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General Overview The Dashboard
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General Overview The Dashboard
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General Overview The Dashboard
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Visitors Overview Quantity Quality
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New vs. Returning Visitors The fit of the
website
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Map Overlay Geographic reach
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Traffic Sources Overview How viewers arrive
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Keywords Relevance Bounce Rate
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Referring Sites Reciprocal linking campaign
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Top Content Most popular pages
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Tracking Change What gets measured gets managed

• Determining your own metrics
• Spreadsheet or compare function
• By month, numbers and percent
• Set benchmarks
• Look for trends
• Adjust your course

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Tasha Beauchamp, MSc

• Senior-friendly webpages for hospice and
  palliative care organizations
• 707-477-0700
• tasha_at_letscollaborate.us
• www.letscollaborate.us

Lets Collaborate! where high touch meets high
tech