Matt Bailey

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• Matt Bailey
• President, SiteLogic
• matt_at_site-logic.com

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• Get people to your site
• Get them to do what you want them to do

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• If they cant find it its not there.
• If they cant find you youre not there.

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• Usability
• Homepage should have clear directions
• What you sell should be evident and clear
• The user should easily find a reason to stay
  their question will be answered

• SEO
• Homepage links out to the rest of the site
• Keyword-focused navigation
• Links and text focus to a specific classification
  and goal

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• Hierarchal Structure
• Classification
• Grouping

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• Usability
• Established hierarchy of categories
• Customer-based navigation groupings c
• Clear, viewable product links
• Clear Images of products

• SEO
• Multiple category links with keywords
• Keyword-based navigation groupings
• Product links using keywords
• Alt text, captions, and labels

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• Usability
• Product-Specific content
• Users want information about products
• Sales decisions are emotional decisions

• SEO
• Calling products what they are
• Re-enforces keyword strategies with product
  benefits and helpful content
• Selling products to the logical and emotional
  sides naturally include related keywords and
  concepts

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• Usability
• Features and Specs are expected
• Benefits sell products, answer problems and
  create the need.

• SEO
• Features and Specs lists contain very minor
  keywords, if any.
• Benefits include many problem solver and
  related keywords.

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• Usability
• Does this page meet my need and expectations?
• Users will stay and follow

• SEO
• Is this the correct page for the query?
• Is additional or related information available on
  the page or in links?

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• Geek Toys v Paramount Zone

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ParamountZone.com
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• Segmentation is the Key
• Drill down and separate keyword groups
• Find conversion rate for each group
• Follow the data Explore!

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• The Long Tail
• Your markets are made up of small groups
  (verticals)
• Hundreds, thousands of like-minded groups
• Search Marketing CAN NOT be not a single keyword
  strategy
• Analytics Usability uncovers the obstacles and
  success of each of these groups
• MUST determine the usability of each vertical
  segment

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• Content
• Lost in translation
• Slang, euphemisms
• Clear Instructions
• Address
• Shipping

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• Easy to read
• Easy to navigate
• Easy to find
• Consistent in layout and design
• Quick to use

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• Matt Bailey
• SiteLogic
• Matt_at_Site-Logic.com