Individual Assignment #3

Using Moz

Client: http://www.paradigmwindows.com/

Competitor: http://www.portlandwindow.com/

Paradigm Windows

Paradigm Windows runs under a .com domain, which is typically regarded as reputable when it comes to businesses. Paradigm doesn't have a very strong Domain or Page Authority, it does however have a decent amount of established links.With 0 Just-Discovered page link metrics, its obvious that Paradigm could benefit from SEO.

Portland Windows

Portland Windows has much more work to do when it comes to online presence. With just 6 combined established links and a spam score of double it's competitor, it makes Paradigm Windows not look so bad. The biggest area I see that needs to improve is established links. In order to be a credible window business you need others to link toward your site in a positive way.

Keyword Analysis 

Since windows aren't frequently being purchased online and the search was specific to Portland, there was a relatively low monthly volume of searches for "Windows Portland Maine". Paradigm Windows is currently ranked #1 on the SERP Analysis, which is great for my client. The other two links on the SERP Analysis was a Home-Advisor Top 18 list, as well as another competing window shop (Renewal by Anderson) in Portland.  As far as Keyword Suggestions goes, none of the recommended keyword phrases had any monthly volume data besides "paradigm windows Portland Maine".

Week 4 Discussion

1

    

Should you include the target keyword phrase in the URL? Why?

Yes, you should include the target keyword phrase in the URL. The URL of a website is an important piece of the websites presence. Having a relevant keyword phrase in the URL makes for a more quality website, and helps those who are searching for those keyword phrases to find you. This is why you are rewarded for doing so by search engines. 

What is keyword mapping? Design a concise keyword mapping strategy for your client.

 Keyword mapping is designing webpages within your website that address all of your keyword phrases. This allows for optimal SEO, and helps drive relevant traffic towards your site. For Paradigm Windows, there are a couple different variations of window orders that can be made. The customer is either ordering Residential or Commercial windows, and those windows are either replacing an existing window or being used in the construction of a new building. So, I would set up the website to allow the user to find their way to the correct window of their choosing, and add in keyword phrases along the way such as "residential window replacement", or "new construction commercial window". 

 What is Google’s Knowledge Graph? How to exploit Knowledge Graph for your client?

  Google Knowledge Graph is a database that is collecting million of pieces of data about the keywords that people search for, and the intent behind those searches. Every algorithm update to Google's Knowledge Graph is to improve the time it takes for the user to get exactly the information they're looking for. We will use Google Knowledge Graph to look at the most popular searches that are relevant to our business. In this case it's window sales. Having keywords on your page that are trending and relate to your business can be very useful in delivering more traffic. 

Individual Assignment #2

Landing Page Links:

• https://spark.adobe.com/page/hgt8jW0A0RabJ/

• https://n56pblfa.wishpond.com/landing-page-2254076/

Evaluation: 

• The value proposition is high quality, crafted windows. "Watch your vision come to life"
• The calls to action I used focused on getting the user to either call, or go to the full website to look the full selection of windows. I also made it clear where the physical location of the store was. 
• The demographic my client is looking for is middle to upper class adults that own a house. 
• I think it's clear what the client would like to user to do in order to convert, which is calling the company for further assistance. 
• Overall I think that my Adobe Spark landing page came out better than the one on Wishpond. The calls to action are more obvious and easy to pick up on. The Adobe Spark page also just looked more aesthetically pleasing to the eye compared to Wishpond.
• Wishpond: Pros- Very easy to use, user friendly.      Cons-  Not as appealing, clustered. 
• Adobe Spark: Pros- Clean, professional design.       Cons- Harder to use, not as user friendly. 

Discussion Board Week 3

Ben Allen

9/14/17

Discussion Week 3

• How to use attention driven design to apply focus to your conversion goal

If your website design is attention driven, then you're only putting up the most important information. Leaving no room for distractions, this will guide the user through your website as smoothly as possible. Figuring out exactly which information is needed to display in order to convert customers is the first step. 

• How to design post-click experiences that convert

If someone has clicked on an advertisement for men's socks, then that person expects to be directed right to the section of the website that has men's socks. If their click takes them just to the home page of a clothing website, then they may be discouraged and click away. But if they are intermediately directed to the advertised product, then they are much more likely to buy. 

• How to communicate your proposition to get consistent results

If you want consistent results then you need to be consistent about what you would like the customer to do. Netflix for example, uses 99% of the log in screen to advertise 1 free month for first time users. This is because return users have already been sold and only need a small area to access the log in. New users however, are hyper aware of the free trial due to the large ad encouraging them to sign up.

• How to eliminate negative impulses at the point of conversion  

Keeping the language positive helps avoid negative impulses. Even adding something like "satisfaction guaranteed!" can help stop a customer from nervously backing out. Anything that's going to make the customer confident their decision to go forward.   

Landing Page Critique 

• URL: https://spark.adobe.com/gallery/small-business/example/diy-design/
• What are their value propositions?

Their value proposition is teaching you "How to design compelling visual content for your blog"

• What are their calls to action? 

Their calls to action were links to learn more information about DIY Design, as well as a YouTube video that encouraged you to get a more in depth look at the services they have to offer. 

• What demographic are they appealing to? Are they doing a good job?

It seems like they are trying to appeal to the female blogger, given the colors and feel of the site. That being said it could be easily just as helpful for men, but I didn't feel that men were necessarily the demographic they were trying to reach. I would say they're doing a job, especially with the in depth Youtube videos. 

• Is it obvious and clear what they want visitors to do to convert? 

It's not as obvious and clear as it could be. They do give a link and tell the user to click for more information, but it's relatively small and does't stand out. The Youtube link is helpful for getting additional information about themselves, but they don't directly ask users to watch. There could definitely be more effort put into making it more obvious what exactly they want visitors to do.