Kristine Schachinger (www.siteswithoutwalls.com) has been a consultant for AOL, Department of Homeland Security, Reba McEntire, Superpages.com, and USA.gov. Kristine shared her expert knowledge about web strategy, and how companies need to lay down foundations first before anything else.
“You don’t want to be the player who goes where the puck is not going – you want to be where the puck is going to be”
Everything in the last year has changed dramatically. A year or two ago someone had not even talked about responsive design
In terms of SEO - Google has changed how the algorithm has changed – as far as TOS is concerned, and now adds usability, spam and other things – are you watching your website, controlling your website?
What is web strategy?
You need people to understand what is going on with all aspects of your strategy
If you don’t know why you are creating something you are likely to fail. You need to know what you are doing and why or you are not going to do it correctly – what you are doing must answer all the questions you need
Don’t just do something because you hear a buzz word – have purpose
Biggest mistake that site owners make is they think the user is like them – find out who they are what they want and why they use your website
Most sites are not 90% women (Pinterest) – KNOW your users
So why do we do this? So our strategy is not based on guesswork and hunches but data and fact and understanding our users.
If a user hates your site 90% will never return
3 milliseconds for trust – 1-3 seconds to decide if they are going to use your site
Social Media Strategy
What is your voice – how do you handle your employee accounts – what is the reason for your social media and purpose behind each one – engage participate and give out info of use to your clients
Usability – this will become a Google Algo check
Just because it is cool doesn’t mean you should
Everything is SEO now – everything will affect SEO values and strategies – bring in the team earlier – at the beginning of the build
SEO doesn’t need a new name but maybe we should call it Search Experience Optimisation
Optimise for the entire experience
Where is the puck going?
If your site is not a clean responsibly designed schema tagged fighting machine you need to catch up!
Know who your author is – check the history – with that pattern so they are looking at identy