Business websites are no longer a ‘set-and-forget’ business asset. Any website which you haven’t touched for months or years is depreciating faster than melting ice cream in summer. It is not helping your business.
The race to perform on Google was thought to be an un-winnable chase for small businesses who don’t have huge marketing promotion budgets.
That is no longer true.
All businesses run on Key Performance Indicators and so today I am going to run through a few important measurements that you can use to see if your website is performing well.
Going Web Mobile
The first one – and the most important is mobility. Google has announced that it will be including mobile-friendliness as part of its algorithm from 21st April.
Test your website here
If your website fails the test – get in touch with your developers and build a mobile friendly website.
Machine readers for key words
The second one is a quick test to see how a “machine” reads the words on your website. We all know Google, Bing and Yahoo are search engines. What we forget is that engines aren’t human. When machines read web pages they find different emphases than we humans do.
Here’s a test you can do – take the words from your website home page and paste them into the Open Calais Viewer Click ‘submit’ and then they tell you which words and phrases a machine thinks are important in what you’ve written. If those words are not the most important key words for your website – re-write them until they align.
Clever humans have written another machine reader which also shows sentiment analysis – what subtle messages are communicated using the tone of voice and context of your home page texts. Take the same words and paste them into Alchemi API Language . The keywords tab on the left is colour coded to show positive (green), negative (red) and neutral (grey) sentiment. The size of the squares shows the perceived importance of each phrase.
Expert copywriting for the web combines both human and machine reading – it’s very worthwhile getting these right. Creative Agency Secrets are copywriting experts.
If you can write clearly about what you do, show off pictures and short articles and work with social media, email marketing and old-fashioned direct mail then your business can stand out.
Did you know that Google, as the premier search engine, is getting increasingly local? You do not have to compete with a huge national firm who does the same thing as you. It’s easy now just to set your search horizon to the local geography that you serve.
Let me prove it to you. Open up a search engine (Google, Yahoo Search or Bing) and search for “Your business name” and “Your suburb”. Do you show up? Probably yes.
Now change the search to “Your business type/profession” and “Your suburb”. Same answers? Or not?
Narrowing the search terms you show up for allows local businesses to shine as beacons to the local prospective customers they want to work with. And for New Zealand business owners, this is a godsend. Google’s Webmaster Tools are free supports that allow you to register your physical location with them so you can include a Google Map with a red pin at your location. Then customers can easily find your premises and load directions into their mobile phone maps for driving directions.
The hard part of web marketing
There was always going to be a “BUT” in this article…. well here it is.
You cannot get the search results you want with a static website that hasn’t been updated or changed for months.
This means that business owners need to learn how to rub and maintain their websites, just like driving a car – this means acquiring a knowledge of how to present your business to its best advantage, how to show off your skills, how to find the right audience and encourage them to come to your website – not just once but over and over.
In short, you need to learn how to Drive Your Website.
We are running training during May 2015 in 5 cities in NZ to teach you how to do this. Blogging Concentrated NZ starts on May 1st in Auckland and ends in Christchurch on May 9th.