Most website critiques focus on the things that customers see, the UX, the pretty stuff. This website critique focuses on what google sees, and the things that impact SEO, site rank, and traffic. One Answer from Google Chris talks about the current direction of internet search which is providing one answer to consumers. This will have a huge impact on your search results and how customers find you. Fallout from the Year of Mobile The “year of mobile” was last year, and you probably felt the impact of that change on your site. Chris explains what changed, why it changed, and most importantly, provides free tools you can use to find out how badly it hurt your site. That drop in new visitors you may have seen over the past year, yah, Chris explains exactly what happened. Getting Traffic to the Site Chris shares some of the new technology that Google is favoring, like AMP. Understanding what Google wants is the first step to giving Google what it wants, and making Google happy is job one. Chris provides three free tools to help you determine if your site is getting it right. Critiques Finally, Chris takes all the great learning and applies it to Cross Jewelers and Victorian Trading Company. You get to see how all the pieces fit together. Chris explains what the test results mean for each company and how they can improve. The explanation of how Cross Jewelers was playing a zero sum game was fascinating. This was an excellent Pub Talk with lots of great take aways.

1. • Website Review
• By: Chris Middings

2. Chris Middings
Marketing
Indri.co

3. What We’ll Cover
 Getting traffic to the site
 User experience

4. What’s Usually Covered

5. What We’ll Cover

6. Google Wants Two Things
 One answer, Instantly
 “When you use Google, do you get more than one answer?
Of course you do…Well, that’s a bug. We should be able
to give you the right answer just once. We should know
what you meant. You should look for information. We should
get it exactly right.”
 “I flip through my favorite papers and magazines, the images
as crisp as in print, without a maddening wait for each
page to load.”
- Eric Schmidt, Alphabet Chairman

7. One Answer, Instantly
 Amazon is headed the same way
From mid-December
to mid-March, orders
placed via the Dash
Button rose 75%

8. More Mobile Users

9. More Mobile Time Spent

10. Less Desktop Time Spent

11. Getting traffic to the site
 The “year of mobile” is now in the
past
 More users
 More time spent
 Desktop peaked, now declining

12. They won’t have a desktop
connection
(NTIA)

13. They won’t even have a desktop
Intel to cut 12,000 jobs as it confronts
decline in desktop computers
 Transforming from PCs to powering the cloud and billions of
smart, connected computing devices

14. They won’t even have a desktop

15. Getting traffic to the site

16. Getting traffic to the site

17. Mobile Search = Google
http://www.rimmkaufman.com/blog/google-dominance-grows-mobile-search/

18. Getting traffic to the site
 Remember Mobilegeddon?
April 21, 2015

19. Getting traffic to the site

20. Getting traffic to the site
 Mobilegeddon’s Impact

21. Getting traffic to the site
 x
55% loss in mobile traffic

22. Getting traffic to the site
 “But I don’t have any mobile traffic”
Self-fulfilling prophecy

23. Getting traffic to the site
 Now, Accelerated Mobile Pages
 “We want webpages with rich content like video, animations
and graphics to work alongside smart ads, and to load
instantaneously. We also want the same code to work
across multiple platforms and devices so that content
can appear everywhere in an instant—no matter what
type of phone, tablet or mobile device you’re using.”
- https://googleblog.blogspot.com/2015/10/introducing-
accelerated-mobile-pages.html

24. Getting traffic to the site
AMP pages:
 Load near instantaneously
 Use about 10 times less data
 Have attracted top-tier publishers like The New York
Times, Washington Post, and The Guardian
 “For the publishers who have adopted AMP, they now
have the opportunity to enjoy prime mobile real estate
compared to non-AMP sites.”
- http://adage.com/article/digital/amp-articles-enjoy-prime-
real-estate-google-news/303643/

25. Getting traffic to the site

26. Getting traffic to the site
Someone in your company needs
to be in charge of site speed
By Page
Google indexes pages, not
websites

27. User Experience
 Useful Free Tools
Mobile-Friendly Test
 https://www.google.com/webmasters/tools/mobile-friendly/
PageSpeed Insights
 https://developers.google.com/speed/pagespeed/insights/
Website Grader
 https://website.grader.com/

28. User Experience: Mobile
 x

29. User Experience: Mobile
 x

30. User Experience: Mobile
 x

31. User Experience: Mobile
 x

32. User Experience: Mobile
 x

33. User Experience: Mobile

34. User Experience: Mobile

35. User Experience: Mobile

36. User Experience: SEO
 Why is SEO important?
Title Tags are headlines
Meta Descriptions are body copy
URLs are Calls-to-Action
The best meta descriptions also
contain calls-to-action

37. User Experience: SEO
 Best Calls-to-Action
 http://info.rocketfuel.com/Programmatic-Creative-Guide.html

38. User Experience: SEO
 The Title Tag and Meta Description
on your home page is likely the
most read text in your entire
organization

39. User Experience: SEO
 Title Tag could be better utilized
 Never use your company name in Title Tags
 Users not searching for “home”
 Meta Description is too long
 155 characters maximum

40. User Experience: SEO
 Right click on the page
 View page source
 Or use Ctrl-U

41. User Experience: SEO
 Search for <title>
 Search for “description”

42. User Experience: SEO
 Same meta description as home
page

43. User Experience
 “It is better to have unique meta
descriptions or no meta
descriptions at all, then to show
duplicate meta descriptions across
pages.”
 Matt Cutts, Google’s head of search spam
(paraphrase)

44. User Experience: SEO
Watches & Jewelry Search Insights: Share of Traffic to Brand Sites by
Source, January-March 2016, N=66 Brands
-www.l2inc.com/research/watches-and-jewelry-search-insights-2016

45. User Experience: PPC
Watches & Jewelry Search Insights: Share of Brands Participating in
Given Paid Search Strategy by Category, March 2016
-www.l2inc.com/research/watches-and-jewelry-search-insights-2016

46. User Experience: PPC

47. User Experience: SEO
 Title Tag could be better utilized
 Never use your company name in Title Tags
 Meta Description is too long
 155 characters maximum

48. User Experience: SEO
 Otherwise, Great Meta Descriptions
 Submerge into silken velvets, rich leathers and lavish
brocades with our Victorian reproduction sofas. Enjoy the
elegant details, including hand carved wood and plump
pillows.
 Antique reproduction Victorian tables. Coffee and side tables,
including wickers tables and wood tables.
 Shop Decoratives & Accent at Victorian Trading Co. Unique,
one-of-a-kind treasures and romantic, vintage-inspired items
sure to enchant!
 Shop Dinnerware at Victorian Trading Co. Unique, one-of-a-
kind treasures and romantic, vintage-inspired items sure to
enchant!
 Our museum-quality Victorian Stationery features lovely
imagery rescued from private estates and galleries.
Beautifully packaged and includes envelopes.

49. User Experience: SEO
 But They Need More Keywords
 Submerge into silken velvets, rich leathers and lavish
brocades with our Victorian reproduction sofas. Enjoy the
elegant details, including hand carved wood and plump
pillows.
 Antique reproduction Victorian tables. Coffee and side tables,
including wickers tables and wood tables.
 Shop Decoratives & Accent at Victorian Trading Co. Unique,
one-of-a-kind treasures and romantic, vintage-inspired items
sure to enchant!
 Shop Dinnerware at Victorian Trading Co. Unique, one-of-a-
kind treasures and romantic, vintage-inspired items sure to
enchant!
 Our museum-quality Victorian Stationery features lovely
imagery rescued from private estates and galleries.
Beautifully packaged and includes envelopes.

50. User Experience
URLs need to spell out what the
product is:

51. User Experience
 Zero Sum Game
 In game theory and economic theory, a zero-sum
game is a mathematical representation of a
situation in which each participant's gain (or loss)
of utility is exactly balanced by the losses (or
gains) of the utility of the other participant(s).
 If the total gains of the participants are added up
and the total losses are subtracted, they will sum
to zero.

52. User Experience
 Zero Sum Game
 Only one company gets the order
 If you get it, your competition doesn’t
 And vice versa

53. User Experience: SEO
 spyfu.com/seo/competitors/domain

54. User Experience: SEO
 Keyword Overlap
128 common keywords

55. User Experience: SEO
 spyfu.com/seo/competitors/domain

56. User Experience
Someone in your company needs
to be in charge of keywords
By Page
Google indexes pages, not
websites

57. Site Indexing
This looks OK, but…

58. Site Indexing
Something is wrong here:

59. Site Indexing
Something is wrong here:

60. Site Indexing
Something is wrong here:

61. Site Indexing
This looks OK, but…

62. Site Indexing
Something is wrong here:

63. Site Indexing
Disallow indexing on
development and wholesale sites
http://www.robotstxt.org

64. Site Indexing
Someone in your company needs
to be in charge of site indexing

65. User Experience
 Logo prominent, upper left
 Basket prominent, upper right
 Links to most popular product categories
 Clear search field at the top
 Display free shipping (if you offer it)

66. User Experience
 Include trust symbols, especially in
checkout
 Have the email signup form on every
page
 Links to return and exchange policies
 Breadcrumb navigation

67. User Experience
 Include calls to action
 Customer reviews/ratings for each product
 Related product links to upsell

68. User Experience
 Provide product images with zoom
 With ability to scroll through all images with left/right arrows,
rather than closing one image & opening another
 Multiple product images and angles
 Always helpful to show on/by a person for size comparison
 Item information and specs
 Always edit text provided by manufacturers
 A field to change purchase quantities
 That defaults to 1
 An add-to-cart button on each product page
 Also nice to have on category page
 Pricing information with sales or quantity
discounts

69. User Experience
 Videos
 Globally, consumer internet video traffic will be 80 percent of
all consumer Internet traffic in 2019, up from 64 percent in
2014 (Cisco)
 Live chat
 Items by popularity/best sellers
 Easiest way to find out “what’s this site about?”
 Social share buttons for each product
 Highlight Exclusives
 Minimize clutter

70. User Experience
Reduce navigation once they are
in the cart

71. User Experience
Automatically sign them up for
emails when they order

72. User Experience

73. Best A/B Tests to Run
 Short vs. Long Headlines
 Short-Form Copy vs. Long-Form Copy
 Bullets vs. normal text
 Pricing: $49 vs. $50 vs. $49.99
 Serif vs. Sans Serif
 Colors, including background images and patterns
 Font Size
 Typefaces
 Calls to Action
 Position
 Color
 Text
 Video vs. Text
 Contact Form Fields
 Number of Steps in Your Checkout Process

74. • Website Review
• By: Chris Middings