8 B2B Website Optimization Mistakes You Are Probably Making.
Wed, Mar 24, 2010 by Mike Volpe, www.hubspot.com
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From all of our experience, here are the mistakes people most commonly make in website optimization.
- No Keywords in the Home Page Title – The page title is a phrase that appears in the top bar of your browser window, and is part of each page on the web. It is one of the first things that search engines look at to determine what your web page is about. Even though we have been offering website optimization webinars since 2007, some people still need a little help here. Your page title should contain some keywords that describe your business in a generic way. Some really common mistakes we see are homepage titles that are “Home” or “Welcome” or “Company Name” – make sure you are not making that mistake and use some keywords.
- Optimizing for the Same Keywords on Many Pages – Each page of your website is a unique opportunity to optimize for a unique keyword phrase. So if your home page is optimized for “internet marketing” your product page should be optimized for “internet marketing software” and other pages for phrases like “marketing webinars”. Many people reuse the same keyword phrase over and over on many pages of their site, which is usually a waste of effort.
- No Social Media Links – The web is a social place, and people using the web want to be social, so website optimization now also means using social media. Your company should have a presence someplace in social media, and on some pages of your website you should have a way to connect with your company on LinkedIn, Facebook, Twitter, YouTube, SlideShare or more. Gathering social media friends and followers is similar to gathering email opt-ins, since you can contact these social media connections in the future. Adding to your social following also helps you rank higher in some search results and will help you be successful in spreading your content far and wide around the web.
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No Call to Action on Homepage – Typically, the homepage of your website gets the most traffic out of all of your web pages. For this reason, it is critical to have a strong and compelling call to action on your website homepage that will attract the attention of your visitors and get them to convert into leads. Never have the opportunity to become a lead be more than one click away from your homepage.
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