Director of Application Development
Looking forward to day 2 of SES. On the schedule for today is
By Bryan Eisenberg, SES Advisory Board and NYTimes Bestselling Author, bryaneisenberg.com
I will be updating this page and editing it throughout the week. (slides)
one of the most important things to test is marketing message or unique value proposition
Every single keyword you’re targeting, either by SEO or SEM, needs its own landing page. The conversion rate goes up exponentially. You need to create dedicated landing pages for every channel. Use form analytics if use Omniture to see how users are interacting with forms.
Call tracking needs to track what keywords are generating calls. 43% of all conversions happen over the phone.
You have to have a quick loading site. MUST LOAD IN UNDER 2 SECONDS!!! Pagespeed, loads.in, websiteoptimization.com (look at 56k download speed)
By Shari Thurow, Funder and SEO Director of Omni Marketing Interactive
What is duplicate content? Search engines don’t see layout, just copy. Exclude our site search via robots.txt and meta robots tag to avoid submitting duplicate content to Google. Duplicate content is not considered spam, but it can be penalized. The biggest issue, however, is usability. IMPORTANT NOTE: Duplicate content is not penalized, it’s filtered out of the SERPs.
How do search engines filter out duplicate content?
Jared Spool, CEO & Founding Principal of User Interface Engineering and co-author of Web Anatomy, started the session by showing examples of web sites that had serious usabilities. Some of the designs were attractive, but did not serve the users needs. In most examples, the user had to click multiple items or jump back and forth between pages or flyouts (a process he referred to as “pogo-sticking”) to find the information that would help them make the decision they were supposed to make to allow them to continue with the process. The takeaway was that when we encounter a problem in our application that hinders users, we should strive to help people make a choice in the easiest way possible.
Dieter Rams
Dieter Rams was the first person to create a standardized set of design principles, which are as follows: