Integrating Web Site Performance Strategies

Posted on 14. Jul, 2009 by Pete Hollier in Search Optimization

Web Site Performance – Integrating Strategies

Increasingly, integrating varied web site performance strategies is required to ensure your business’s web site performs as expected, and obtains a positive Return on Investment.

Generally high performance web sites have successfully integrated the following elements and tasks:

• Web and Graphic Design
• Quality Content Development
• Web Site Usability
• Conversion Rate Optimization
• Search Engine Optimization
• Search Marketing (PPC)
• Social Media Marketing

Ensuring all the above elements are integrated into the overall web site promotion and performance strategy is critical to the success of your business’s online performance. Unfortunately, all too often the integrated holistic approach is over looked resulting in lost opportunities and wasted investment.

What’s the most important factor?

If I was asked to comment on the dominant factor necessary to achieve the business goals of a web site, sure I could mention content, which is important, I could mention great design and usability, which is imperative to attracting and enabling users to stay and complete your business objectives. However, when push comes to shove and we get right down to it, the question that must be asked is:

If one of these elements has been completed successfully but other elements are not up to par, will the web site perform to maximum potential? The short answer is no.

Think it over: Take some time to think this over, look at one aspect of your web site from the above list which you feel has been very well done. Then consider how well other items in the list support that element and work your way through the list; Are you able to see why the interdependence of the above elements and tasks are important?

A brief overview of the primary web site performance elements and tasks of successful web sites:

Web site / graphic design

The web site is the online identify of your business and is often the first interaction a potential client or customer has with your business. The quality of your web site and graphic design is critical to creating a favorable first impression. First impressions within the Internet environment are important due to the number of competing web sites in your niche, plus the ease which potential customers can exit your web site to pursue other business web sites.

If your web site does not appear to have a professional web site design, it is very likely potential customers will leave in pursuit of a web site offering a more professional presentation.

Content

What can I say, I have become repetitive, over and over in this blog I am sure you will find the statement “Content is King” numerous. Sorry I can’t possibly apologize for my repetiveness as this comes up time and time again.

What are you on this site for? It can’t be the graphics as I am one of those who favor minimalist design, so it must be the content, and I assume that would be the case for most of the web sites you will view today and everyday.

Content is important to both your visitors and the Search Engines. You must satisfy the Search Engines need for fresh relevant content to get high enough in the Search Engine Results Pages to obtain the traffic your web site requires, and you need content to satisfy the web site visitors needs.

Web Site Usability

Web Site Usability guidelines are used in the web design process to improve the ability of end users to use the web site with ease. If a web site visitor is unable to navigate or find the information, products or services required on the web site it is unlikely the web site will achieve business objectives.

Over time Internet users have come to expect certain standards and ways of doing things on web sites. Intuition is often the driving force of Internet users, they want to act and react to the web site not spend their time having to think and consider how things work or how to complete their objectives.

Web Usability has a huge impact on the overall profitability of your web site. If your web site does not meet the expectations of customers, conversion rates and visitor return rates are bound to suffer.

Conversion Rate Optimization

Conversion Rate Optimization evaluates and corrects issues which affect web site conversions. A successful conversion is dependent on the goals and objective of the business.

A sale, a sales lead, a news letter sign up could all be considered a successful conversion and therefore the web site has accomplished its goals, and has been beneficial to the success of the business.

In brief Conversion Optimization requires analysis of the web site to determine what issues and processes may be detrimental to the conversion process and what remedial action may be required.

Search Engine Optimization

Search Engine Optimization are the natural processes used to ensure your web site obtains visibility within Search Engine Results Pages for topics which are important to the profitability of your business.

Long gone are the days when “Build it and they will come” and in all honesty I am not sure if there ever was a time when that statement was actually relevant to the Internet environment.

If you are not actively promoting your web site it is very unlikely it will receive the traffic required to ensure your online business activities are viable. In many ways Organic Search Engine Optimization has the potential to integrate naturally many of the elements included in this overview of web site performance strategies.

Search Engine Marketing (PPC)

Search Engine Marketing should not be the primary driver of traffic to your web site. If Search Marketing is the sole strategy used to drive traffic to your web site it is time to take a close look at the other critical elements of your web site’s promotion. ( Web Site Traffic Acquisition Tactics )

Search Marketing does however have an important role in the overall promotion and success of the web site. Organic Search Engine Optimization does take time to achieve results although when they do Organic SEO offers long term benefits for the business. Search Marketing initiatives such as PPC are beneficial when used to drive targeted traffic to the web site while Organic SEO becomes affective and for special product or service promotions.

Social Media

Social Media Marketing is much more than the latest buzz term. I consider the most important aspect of Social Media is the pre-recognition and trust Social Media interactions can achieve for your business.

The trust and pre-recognition assist to not only to drive traffic to your web site but also assist in the conversion of visitors to clients as these visitors arrive at your web site with a familiarity of who you are as a business person and not just another inhuman web site.

The importance of Blogs which are one of the primary Social Media tools can not be underestimated when considering Organic Search Engine Optimization. Blogs create the fresh relevant content which Search Engines crave and are a strong influence in your web site’s ability to rank well.

Conclusion

Although the descriptions provided on the various elements and tasks required to achieve a high performing web site are brief, I do believe they provide and indication of how these elements work together and are all required to achieve the business objectives of your web site.

Can I say one is more important than the other, or I can leave this task or element out of my over strategic plan? No, if I want to do this the right way there are no short cuts and very rarely does taking a shortcut offer any true long term benefits.

Written by: pete@seowizardry.ca a Web Site Performance Consultant

Want to use this content on your web site? If you would like to use this article on your web site please contact pete@seowizardry.ca for an html version. All I request is you provide Pete Hollier and Seo Wizardry with a reference to this article and provide a link back to www.seowizardry.ca