On Website Prioritieswebsite development monmouth county nj

While there are several powerful marketing & advertising channels online (i.e. search engines, social networks, email marketing, etc.), consumers will always prioritize information about the business, its products, and services. Everything else should be valued as a means for driving them inbound to a website with useful content! For those with a ‘long term marketing view’, here are the most important website priorities to consider.


The Important Website Priorities For A Serious Business: 

  1. OWNERSHIP/CONTROL: Own your website and its URL! We should always have the option to move from host to host, at will! If not, accept the risk of losing the investment of time, money and web footprint. Most free and low-cost providers offer solutions that prioritize their own business interests. No one likes being trapped and no one should accept the possibility of having to start all over again. Why accept anything but ownership? (See: Why A Business Should Use WordPress?) 
  2. CONTENT: We cannot emphasize investment in content enough, a website is worthless without it! Pages must have a depth of information for each subject relevant to the business. Sooner or later buyers will need useful information on products and services. Above all, search engines wish to rank pages based upon their subject-specific usefulness to people!
  3. MOBILE: Accept that visitors arrive on small mobile devices! Be mobile-friendly to visitors on phones, tablets and PCs alike. Not only is it best for consumers, but search engines prioritize it. If you are not mobile-friendly, assume Google does NOT want to recommend you in its search results.
  4. HOST & MANAGE: Chose a host platform that serves fast loading pages or run the risk of disappointing people and search engines! The Internet, browsers, devices and, unfortunately, hacks all advance; your website software must pace that advance! Most website solutions lag this reality, so be out front of the curve. Be hardened against hack and be certain your website software is updated & managed!
  5. SEO: It is common for a business owner to say, “the website is just there for existing clients.” We would argue that everyone searches, but without search engine optimization there’s no chance of being there when they do. Assume that without SEO your brand is invisible online. Pages are ranked for their content: visibility in search results begins with the on-page mechanics of content! A website should forever grow a web footprint of search-indexed pages, inbound- links, likes and, shares from all over the web. All of these signals may send someone somewhere sometime to our pages! They also serve as the off-website signals search engines use to rank.  
  6. DESIGN: For visitors, what your brand looks like matters. The website is an immediate replacement for window shopping. Design can’t be one dimensional; it must accept a stack of priorities including website theme, mobile- responsive, security, lead capture and, various other apps or functions. There’s got to be cooperation, aesthetic should never undermine web requirements!
  7. SECURITY: Like it or not, no one can guarantee website security. At the very minimum, website code must be updated in order to harden it against vulnerability. Management matters and a serious marketer must invest in highly regarded website defense. Solutions like a firewall, daily malware scanning, two-factor login authentication and much more!
  8. WORDPRESS: And finally for websites, a business should use WordPress? 

 

At Kinetic Knowledge, we are a local SEO expert and have helped hundreds of local businesses around NJ increase traffic, visibility, and leads through both our packages for custom website design and our Fundamental SEO services

Contact us today to find out how we can help!

The Value of Content To Marketers

Rewritten from July 2009

An interesting July 6th, 2009 NewYorker.com piece ‘Priced To Sell’ by Malcolm Gladwell looked at the value of content & ideas. In it Gladwell questions some of former Wired Publisher Chris Anderson’s theories (The Long Tail) on free products and services. Per Anderson, “…an ability to participate in Journalism extends beyond the credentialed halls of traditional media. Journalism as a profession will share the stage with journalism as an avocation.” What Anderson was saying was digital storage, processing, and bandwidth costs are so low that there’s no longer any ‘barrier to entry’ for content creation.

He was saying that by sharing good content & ideas for “FREE”, a business can generate interest for its’ products or services! With the cost of distribution to people who search, who social network and who subscribe being negligible – publishing ‘useful advertorial information on subjects a business is authoritative for’ is actually less an avocation than it is a modern business responsibility! Ultimately a business can create & distribute it’s advertorial message without any limit. That content can remain online forever and it can do it at a negligible cost. Versus the cost of traditional advertising, a business is either sharing useful and timely product/service knowledge for consumers to find OR missing the boat on how those same consumers are actually evaluating future purchases.

 

Intellectual Capital Has Cost

Time, effort, and intellectual capital has a cost and so maybe trusting it to anything FREE has a downside. Gladwell doesn’t necessarily argue for or against these points so much as he questions them. Cautioning against FREE Gladwell said, “Free removes the necessity of aesthetic judgment.” Using Youtube as the example he asks, “So how does YouTube bring in revenue? Well, it tries to sell advertisements alongside its hosted videos.” The problem is that a business’ video may not only be surrounded by less desirable content but the sort of advertising it may NOT want to be associated with. Gladwell certainly made points any serious business person should consider.

By all means, give ‘Priced To Sell a quick read! 

CONSIDER YOUR OWN ONLINE SEARCH AND SOCIAL BEHAVIOR 

do consumers behave differently than we do? | kinetic knowledgeAs a business person looking for new customers, have you considered your own behavior online? Or better yet, do you think your prospective client or customer behaves that much differently than you? Folks, your future leads are searching [and social networking] for answers & information just like you do it.

In this day and age, we search and social network because it’s so easy, reliable and it’s so free! Because of Google, for instance, we can do our research really quick. To a degree, we interview businesses and research their services prior to ever actually talking to them. We’re all human, we want to gauge what’s online about the most valuable service available for our dollar so why wouldn’t we look around before talking to a provider? 

Considering people can get virtually all the information they’ll ever need, we must accept the playing field we’re forced to market in. With the consumer (just like you) in control, including an almost immediate ability to compare product & service information PLUS reviews, what are you doing to show them the value you have to offer? As a consumer, what would you expect… of yourself?

WHAT DO YOU LOOK FOR IN OTHER BUSINESSES

Times have most definitely changed; regardless of old school relationships or methods, if you’re not sharing your knowledge- base of information transparently you’re already losing the long term competitive battle for attention and trust.  All  business owners should publish useful timely information and seek out good reviews in order to be visible & worthy of  public’s trust.

This is about performing, just like you would want others too when you are the consumer seeking service. It’s about making a commitment to be transparent, to share knowledge and to demonstrate you are a value added product and/ or service provider.

Life is a two way street folks: have we considered our own online behavior?!

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