Is your website a good business partner, lead generator, candidate catcher and brand builder? Is it an active, adaptive and influential participant in your business? With 2013 upon us, these are essential questions business leaders must ask and answer. From mobile-friendly and responsive designs to SEO strategy and killer content, websites today can do more than ever to grow your business, expand your brand and attract top talent.

1. A WINNING Website in 2013
Mobile, Social & Ranked
Presented by:
•Michelle Krier, VP Marketing & Digital Services
•Lisa Scanlan, Marketing Director
www.clearedgemarketing.com

2. Your Presenters
Michelle Krier Lisa Scanlan
• VP, Marketing & Digital Services • Marketing Director
• Designs and executes web, mobile and • Leverages SEO & SEM expertise to support
social media marketing efforts the integration of SEO strategy into the
• Pioneer in combining social media with web development process
traditional recruiting for an industry- • Developed and launched innovative local
leading RPO firm SEO programs leveraging Facebook for
• President, AMA-Milwaukee; co-chair, F500 staffing firm
Social Media SIG

3. Q&A on Twitter
• We want to hear from you during this Webinar and after:
 Send us a tweet with the following in front of the message:
‘@clearedgemktg’
 It will show up on our Twitter profile, open for the public to
view
 We will reply during the Webinar or after
• Follow us at twitter.com/clearedgemktg
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4. Today’s Agenda
• What Makes a Good Website Today?
• Smart Design: What You Need to Know Today
• SEO: Covering the Basics
• Social Media: It’s Role in Your Web Presence
• Content: How Important Is It?
• Q&A
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5. What Makes a Good Website Today?
Great, Adaptable Design Strategic SEO
+ Not only how it looks but how it performs for + Ensuring the website can be found through
users across a wide range of devices: the search engines key audience use to find
computers, tablets, phones, smart TVs, etc. information, products/services, jobs, etc.
Smart Social Media Valuable, Fresh Content
+ Promotion of your company’s social + Providing thought leadership content via a
presence through social media icons and multitude of vehicles – videos, whitepapers,
linking to your profiles plus integration of case studies, news releases, social media.
Twitter feeds.
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6. SMART DESIGN: WHAT YOU NEED TO KNOW TODAY
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Poll Question #1 ???...???..???….
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Do you know what responsive web design (RWD) is? ???...???..???….
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A) Yes ???...???..???….
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8. Responsive Design: What Is It?
• A way to address all the devices and platforms on which people could view your site
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9. How It Looks
Examples from Six Revisions article “25 Beautiful Responsive Web Design Examples for Inspiration,” Sept 2012 : http://sixrevisions.com/design-showcase-
inspiration/responsive-webdesign-examples/
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10. How It Looks
Examples from Six Revisions article “25 Beautiful Responsive Web Design Examples for Inspiration,” Sept 2012 : http://sixrevisions.com/design-showcase-
inspiration/responsive-webdesign-examples/
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Poll Question #2 ???...???..???….
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How old is responsive design? ???...???..???….
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12. How Is RWD Different?
• Traditional Web Site Design
 Designer/developer must create numerous lines of code on
the backend of your website to make sure they render
appropriately on various devices
 Advantage:
o User experience and expectations are consistent across devices
 Challenges:
o With the number and type of screen sizes and resolutions is
widening every day, it is not practical or cost effective to create
a different version of a website for each individual device
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13. How Is RWD Different?
• Mobile Web Design
 A site designed separately with a specific mobile tool (phones,
iPad, etc.) in mind
 Advantage:
o Designed specifically for mobile devices and its use
 Challenge:
o Only works for targeted mobile medium and offers limited
navigation and no images
o Users’ experiences are not consistent with the full website
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14. How Is RWD Different?
• RWD
 Design technique that ensures browsers adjust based on
each unique mobile device
 Advantages:
o Easy reading
o Minimal resizing, panning or scrolling across a wide range
of devices
 Challenges:
o Takes longer to build, increasing costs
o Users experience is not consistent with the full website
Graphic Examples from August 2012 Tree House Blog:
14 http://blog.teamtreehouse.com/beginners-guide-to-
responsive-web-design

15. How Is RWD Different?
• Uses fluid grids versus a fixed grid for design layout
• Elements in the layout will resize their widths in relation
to one another
• CSS styles can be applied by user
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16. What’s the Smart Design Choice for Your Business
1 2
Traditional? Mobile?
3 4
Mobile + Traditional? RWD?
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17. What You Need to Know
• What are your goals for your site?
 Lead generation
Who’s visiting? How are they
 Education
viewing your
 Recruiting site?
 Creating mobile accessibility
• Who is your audience?
 Age
 Professions
 Geography
What are
they What devices?
• With what devices do they view your site? accessing?
• What do they want from your site?
 Job information
 Intellectual capital
 Service/product data
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18. Know Your Visitors
• Examples of Free Analytics
 Google Analytics (google.com/analytics)
 Yahoo Web Analytics (web.analytics.yahoo.com)
 4Q by iPerceptions (4qsurvey.com)
 Twitalyzer (twitalyzer.com)
 Google Website Optimizer
• Examples of Fee-based Analytics
 Crazy Egg (crazyegg.com)
 Optimizely (optimizely.com)
 Kissinsights from Kiss Metrics (kissinsights.com)
 ClickTale (clicktale.com)
Analytic Tools insights from Inc.com article “11 Best Web Analytics Tools,” December 2010:
http://www.inc.com/guides/12/2010/11-best-web-analytics-tools.html
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19. Key Factors in Your Choice
• Your Business Needs
• Your Visitors
• The Devices Used
• Time & Cost to Develop
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20. SEO: COVERING THE BASICS
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21. What Is SEO?
• SEO = Search Engine Optimization
 The art and science of getting online content (website,
videos, blogs, etc.) traffic from listings on search engines
• What Are the Benefits of Strong SEO?
 More visitors
 Higher rankings
 Increased engagement (downloads, purchases,
comments, likes, etc.)
• What Are the Challenges SEO?
 Rules are always changing
 Requires expertise – hard to do without a skilled partner,
unless it’s your business
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22. How Does SEO Work?
• SEO: Logic, reason and communicating with robot “spiders”
 Google “Spiders” crawl the internet…like a web
 Mission: to categorize websites and judge their relevance and authority of
content
First they look at your URL/Domain – Do they know when someone searches for
Eli Stutsman, that this site should be served as a result. But, they don’t know what you
do unless you have a modifier in your domain – like EliStutsmanAppellateLaw.com
Then your home page “meta-data” so your “page title” (what shows up in the tab of
the browser) and Meta-Description (what shows up on the Google search results
page) need to be keyword rich. For example:
• Your Page Title Should be:
Eli Stutsman Appellate Attorney Portland, Oregon
• Your meta-description should be:
Eli Stutsman | Portland Oregon Lawyer | Appellate law | Federal Appeals |
Healthcare Attorney | 621 SW Morrison | Portland, OR 97205 | 503-274-4048
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23. How Does SEO Work?
• Next Step: Search engines look at main categories
of content and the titles of the sections of your content
 If you use terms that aren’t frequently used by internet users, you
don’t get ranked.
 For example: These terms below don’t get enough searches on a
monthly basis to even warrant notice from Google. Using them to
label your content will guarantee you don’t achieve search engine
visibility.
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24. How Does SEO Work?
• What Happens when You Target Terms with Notable Search Volume?
 Spiders compare your content to the websites the search engine deems relevant
and authoritative about that topic.
 Example: “Court Admissions” provides attorney resource links – not links to
appeals lawyers
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25. How Does SEO Work?
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26. How Does SEO Work?
• Search engine robots also analyze:
 How old the site is
 How many pages there are on the site
 How often new content is published on the site
 How many visitors there are to the site (and the consistency of those visitor numbers)
 How many inbound links there are from “authoritative” third party sites
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27. Components of a Successful SEO Strategy
The Foundation Ongoing Maintenance
 Keyword/Phrase Strategy  Content Marketing
o Positioning yourself to capture search traffic o Frequent posts and new pages
 Business Strategy Support Focus o Keyword rich
o Executive Search  Inbound Marketing
o IT Recruiting o Inbound links
 Site Architecture/Page Naming Strategy o Traffic driving campaigns
 Content Development o Social media
o Keyword density o PPC
o Meta data
Website Age and Depth of Content
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28. SOCIAL MEDIA: IT’S ROLE IN YOUR WEB PRESENCE
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Poll Question #3 ???...???..???….
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Which social media site does your business use most? ???...???..???….
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30. Social Media Defined
• Social media is media for social interaction, using
highly accessible and scalable communication
techniques
• Social media is the use of Web-based and mobile
technologies to turn communication into
interactive dialogue
Source: Wikipedia
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31. Social Media Best Practices
Treat Social Media Like a Lead Generation Tool
+ Identify, listen to and engage prospects (clients and talent)
Boost SEO and Search Rankings
+ Without strong SM tools and presence it will be hard to hold high SEO rankings and build
traffic
Target, Target, Target
+ Use social media sites and advertising tools to narrowly focus on key audiences and
improve sales, recruiting and marketing spend
Find New Customers, Maintain Old Ones
+ Create social sites and content that will attract potential customers and keep existing ones
engaged and loyal

32. Social Media & Your Web Site
• Learn which social media sites are most
important to your visitors
• How and why are they using them?
 To find jobs?
 To find talent?
 To find services?
 To gain knowledge?
 To network
• Integrate them into your design

33. Tips for Integrating Social Media with Your Website
• Prominently feature social media buttons
• Showcase social media forums where your
business is active
 Twitter feeds?
 Facebook posts?
• Use Share buttons
 Make it easy for your visitors to share
content with others
• Analyze
 Use analytical tools (like Google Analytics)
to identify where social media is working
and where it’s not

34. CONTENT: HOW IMPORTANT IS IT?
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How fresh is your web content? ???...???..???….
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C. Not very – We update it once a month or less ???...???..???….
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D. It’s not – Our content is basically static until we rebuild it ??...???..???….
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36. Common Website Content Challenges
• NOT ENOUGH content
 Content is not fresh enough to keep people coming back
­ “92% of blog users who posted multiple times a day acquired a customer through their blog. That figure falls
to 66% for those who blogged monthly and 43% for those who posted less than monthly.”
(Source: Hubspot: Online Marketing Opportunity Report)
• Not USEFUL OR INTERESTING to visitors
 Content that is only about the business and its happenings will bore visitors
 Content must speak to their interests
 Content must inform or entertain
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37. Common Website Content Challenges
• Lack of ORIGINALITY
 Too much taken from other sources without providing original content
 Linking away sends visitors…away
• CARELESSNESS
 Private message goes public (social media faux pas)
 Insensitive or offensive content
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38. Ways to Improve Website Content
• EXPAND who is contributing and define their audiences
 SMEs
 Executives
 PR/communication staff
• POST HIGH-VALUE content consistently
 Use a schedule
• VARY content
 Video, blogs, graphics, photos, articles, links, podcasts, etc.
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• to

39. Ways to Improve Website Content
• Have a GATEKEEPER
 Nothing should go out unvetted
• TRACK responses
 Leverage data and analytics to understand what content gets good response
• Focus on SEO
 Use SEO best practices to improve how prospects find you online
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40. It’s Your Turn…
Questions? Comments?
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41. Contact Us Anytime
Michelle Krier, VP Marketing Lisa Scanlan, Marketing
and Digital Services Director
Tel: 414.617.3103 Tel: 561.477.9076
E-mail: mkrier@clearedgemarketing.com E-mail: lscanlan@clearedgemarketing.comm
Twitter: @michellekrier Twitter: @lisa_scanlan
www.twitter.com/clearedgemktg www.twitter.com/clearedgemktg
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