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Everything you needed to know about FairFestival website content and were afraid to ask.

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Title: Everything you needed to know about FairFestival website content and were afraid to ask.


1
Everything you needed to know about Fair/Festival
website content and were afraid to ask.
2009 OAAS Convention Computers Technology and
Your FairFriday February 20, 2009
  • Content the easiest and least expensive way to
    increase your website traffic
  •  
  • Presented by Doug van Wolde  
  • On Behalf of WeGo.ca Website Developers Inc.

2
Website Content
  • What is it?
  • Why its important
  • How to test it
  • Tips to improve it
  • Questions

3
Mini Bio
  • In the Internet industry since 1997
  • Started my own business in 2001
  • I help other businesses develop their online
    presence with a focus on web marketing
  • Manage or administer about 50 web properties
  • Built 100 websites
  • My primary clients are in the Fair and Events
    industries
  • Websites I visit frequently
  • Flickr.com, Geni.com, Facebook.com,
    mdhsreunion.ca, marketingmag.ca,
    marketingprofs.com, itworld.ca, emarketer.com,
    zdnet.com/techupdatetoday, clickz.com
  • Hobbies camping, mountain biking, photography,
    African Cichlids
  • Visited Fairs in 2008 12

4
Web Content and Other Features of Your Website
5
Elements of a Good Website
6
What are the Benefits of Good Content?
  • Your message is delivered
  • Make your impression
  • Create a reason Visitors keep returning
  • Cuts down on administrative type phone calls
  • Provides a pipeline of information for the press
    and other media
  • Helps to spread WOM (pages, text and forms can be
    linked to e-mail and other blogs)
  • Drives visitor traffic to your website
  • Cause Visitors to take action (They will choose
    to attend your event)

7
More than a Fad
  • Canada has 21,800,000 Internet Users
  • They have the Internet on computers, now? Homer
    Simpson

8
Basic Business Tools
9
Whois Behind Your Website?
  • Web Developer/Content Manager/Administrator
  • This is someone hired or employed or volunteering
    within your organization that you trust to manage
    your web affairs
  • Web Hosting Service Provider
  • This is where your content is stored
  • Usually off-site in a shared hosting hotel like
    the one at 151 Front Street in Toronto.
  • Domain Registration Provider (Registrar)
  • This is a company you pay to maintain your domain
    name

10
How will most people find your site on the Web?
  • What media will a Visitor use to find your
    website?

11
What is web content?
  • Pictures
  • Text
  • Video
  • Sound
  • Any type of electronic document can be uploaded
    to your web server and linked from your website.

12
What is the best type of content?
  • Text
  • Search engines rank your websites importance
    according to the text content it finds valuable
  • Good search engines rank the text based on what
    the robot thinks a human will find valuable
  • Your task as content Managers is to find out what
    Visitors want on your website

13
Content Is King
  • What is meant by the term "content" is written
    text in plain vanilla HTML or a variant that
    produces good clean text that can be indexed with
    ease by a search engine
  • Photos and video cannot be indexed by the search
    tools of today

Text
14
Bad Content Example
15
Good Content Example
16
Why content is important to your fair?
  • Because the web is so important to many people
    who visit your fair
  • If you have nothing to say, you wont generate
    any actions
  • Gain or improve Search Engine Rankings
  • Especially Google
  • You are competing for attention
  • Visitors will choose how they spend their time
    and money based on what you have to offer.

17
Page Activity
  • Ask your Webguy/gal for a report of your page
    activity. You will probably find out that most
    visitors to your website want to know

18
Traffic Report
  • Measured by unique visitors
  • markhamfair.ca by week
  • Throughout the year is 4,000 Visitors per week
  • The week before the fair is 35,000 Visitors

19
Search Keyphrases
  • bromefair.com first week in February

20
Content Management Types
21
Manual process
  • You create and edit HTML pages in one application
    and then use a separate FTP application to get
    your pages to the web server.
  • Pros This works great for those who like to get
    technical and offers full control over every
    aspect of the site.
  • Cons This method requires technical expertise of
    HTML tags as well as FTP server access and offers
    no way to simply edit content. This method is
    suitable for web professionals.

22
CMS
  • With a content management system, you have a
    one-stop shop to manage all the technical details
    of building the site, which lets you focus on the
    content itself.
  • Pros The content is finally separated from the
    HTML, and updates no longer require knowledge of
    FTP, HTML, or server information.
  • Cons A CMS is a very involved system for simple
    sites. It is expensive to buy, implement, and
    maintain, and it usually requires its own support
    staff.

23
Blogging Platforms
  • With blogging tools such as Blogger and
    WordPress, you have the functionality of a
    stripped-down CMS.
  • Pros It's very simple to create and update
    content. There is often no cost associated with
    these tools, and they offer easy-to-use, readily
    available templates.
  • Cons Many websites built on blogging platforms
    look alike. Editing is limited to the blog page.

24
Content coaching
  • A content coach is a copywriter or wordsmith in
    the web publishing business or Search Engine
    Optimizer SEO (perhaps even your current
    Webmaster).
  • Pros Ensures content is placed in the correct
    location on the site to maximize search engine
    traffic, also ensures that all the pages stay
    intact, and you follow web etiquette
  • Cons Delay in publishing while you wait for
    updates.

25
Volume and Frequency
  • How much text should you add and how often?
  • Lots and always would be the best answer
  • Search Engines are continually looking for new
    text that might help Visitors
  • Google has an entire site devoted to helping
    Webmasters achieve better search results.(Google
    Webmaster Tools)

26
Search Engines
  • More than 80 of markhamfair.cas search traffic
    comes from Google

27
Testing
  • Collect data from your online forms, blogs, WOM
    and telephone complaints
  • Put yourself in the Visitors chair
  • What would they want to see and how easy is it to
    find?
  • Test searches with popular keywords
  • Fall fair Milverton
  • Concert Lindsay September
  • Raspberry jam contest Bolton
  • (name 10 topics or reasons why someone would come
    to your website? What do you imagine the visitor
    is looking for?)

28
Testing - Results
29
Customer-Focused
  • Visitors are on your site to find a solution or
    solve a problem. Does your Web site content draw
    these prospects?
  • To draw them in, make sure your Web site engages
    Visitors by offering customer-focused content
  • that speaks to their needs
  • and provides a solution to their problems.
  • Talk less about you and your company and more
    about your customers' needs and concerns. If your
    content is customer-focused, Visitors will stick
    around and ask for more.

30
No Shortcuts
  • Dont cheat
  • Theres no substitute for good content. Visitors
    must find your site valuable based on the
    information it contains.
  • Theres no such thing as great results instantly
    with submission to 300,000 search engines
  • Uniqueness of content
  • Make sure your content is different from the
    other fairs or events
  • Copying text might event get your site banned by
    search engines
  • If you have a budget for content, hire a
    Copywriter or Content Coach
  • If you dont have a budget, enlist the volunteer
    help of a Contributor
  • A Content Contributor can be anyone in your
    organization who is good at writing, recommend
    the work be approved/reviewed before publishing

31
Essential Fairs and Exhibitions Type Content
  • Prize Book Text
  • html
  • PDF
  • Other contest information/Demo Derby
  • Exhibits/Displays/Shows/Attractions
  • Administration/Parking/Contacts/
  • FAQ
  • More?

32
Summary
  • Find out what real people want from your site and
    provide that content
  • What is it?
  • Text
  • Why its important
  • Its how Search Engines rank your site
  • How People find you with keywords
  • This translates into attendance at your event
  • How to test it
  • Web Statistics
  • Google Reports/rankings
  • Gather Feedback
  • Tips to improve it
  • Focus on Customer/Visitor
  • Apply what you learn from the tests
  • Always be adding new text
  • Make Content unique
  • Get a content helper

33
Questions
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