Website Marketing Strategy

A Glossary of Terms

 

Usability: (yooz-a-bility) The science of improving screen technology to the maximum benefit of user and owner. User-centered websites are more successful: Increases user satisfaction Creates a better user experience and improve your competitiveness Returning users increase business and increase your ROI.  Return on Investment

Metrics: (me-triks) In depth data gathering about visitor behavior on your website. It tells you who is coming to your Web site, what pages they are looking at, where they came from and where they go to. It tells you what content they are reading and how they move through your site. It follows the click stream of your visitors and gives you intelligent data you can use to test content and pages to improve the results from your website.

Web analytics: (web an-a-li-tiks) The process of analyzing the behavior metrics you gathered from visitors to your Web site. The use of Web analytics is said to enable a business to attract more visitors, retain or attract new customers for goods or services, or to increase the dollar volume each customer spends.   Web analytics is often used as part of customer relationship management analytics (CRM analytics).

Keywords: (kee-wurds) Words of significant value that act as an index to find other information. Most techniques to improve your search engine rankings have one thing in common - keywords. Keywords lead search engine users to your site - target the wrong keywords and you're wasting time and money. Discover the right keywords and your traffic can skyrocket.

Content: (kon-tent) What is contained within - the meaning or significance of a book or other work - subject matter.

The number one reason users go to a website is content On most websites this is high quality graphics that support your core message with good information specifically targeted to your users and formatted for web reading. A content strategy will increase usage of your site.

Marketing: (mar-keting) Everything needed to take a product or service from concept all the way through to making it known to prospective buyers through promotion in the most effective channels and having it available in known locations so that it can be sold for maximum recompense.

Strategy: (stra-tteji) The use of skilful planning to secure one's own advantage. Whether you want to sell, educate, entertain, persuade or provoke, your site content needs to be an integral part of your marketing strategy. Your strategy should thoroughly consider your aims and goals, the needs and tastes of your intended users, the strengths and weaknesses of your competition and your resources and capabilities

Research: (ri-serch) Gathering information to provide guidance on user trends, customer needs, strategies, and technology.

Know before you go. Only research will tell you what your users expect on a site - what they like and don't like

Emotional response surveys can provide "go-buttons" to use on your home page. Good content based on well researched keywords gives you content that will meet your user's needs as well as provide good content for search engine results.