User experience is not just about your website

As web designers and website owners we obsess about user experience. However, good user experience is about a lot more than having a great website.

Meet Jill. Jill is in the market to buy a reasonable quality digital SLR. She’s fed up with her point-and-shoot camera and wants something a little more sophisticated. However Jill doesn’t want to rush into a purchase as digital SLR’s are not cheap. Instead she has been researching the options online.

Jill holding her camera

Video

Eventually she discovers a video review on YouTube for camera that looks perfect. The video has been produced by a company called “Professional Cameras”. The review was very thorough and provided her with all the information she required.

Search Engine Optimisation

Once settled on which camera to get Jill searches Google to find the best price. Among the search engine results she sees “Professional Cameras” again. They are not the cheapest, but because she was so impressed by the video she decides to take a look at their site.

The website

The website was incredibly useful. It was well-designed, easy-to-use, and answered all the questions she had about purchasing from “Professional Cameras”. However by this stage Jill was keen to get her hands on her new camera and didn’t want to wait for it to be delivered. She decided she was willing to pay a bit extra to buy it from her local Currys. She got in her car and drove into town.

Mobile website

Much to her disappointment none of her local shops stocked the particular camera she wanted. However she remembered that the “Professional Cameras” website said something about next day delivery for a small additional charge. Although there were other cameras in Currys she didn’t want to settle for second best. So while still in store she used her iPhone to connect to the “Professional Cameras” website. She was delighted to find that they had an easy-to-use mobile version of their site that made it incredibly straightforward for her to place an order. Within 2 minutes she was done and the camera was due to arrive next day.

Support forum

Jill excitedly waiting for the camera to be delivered the next day. As promised it arrived on time and she was over the moon. She spent most of the day out snapping pictures, but when she returned home that evening she discovered a problem. Unfortunately no matter how much she tried she could not get the camera to transfer photographs to her computer.

In desperation Jill returned to the “Professional Cameras” website and visited the support forum looking for help. Unfortunately she couldn’t find the answer she wanted and because it was outside business hours she was unable to contact the supplier.

Social media monitoring

In her frustration she posted a tweet expressing her dissatisfaction with “Professional Cameras” even though she knew that it probably was not their fault. She was just so disappointed.

On logging in the following morning Jill discovered that somebody from “Professional Cameras” had responded to her tweet apologising for the problem and suggesting that she either calls customer services or uses the live chat facility on their website.

Customer services

Jill decided to use the live chat feature because she hated talking on the phone. She was blown away by the customer service she received. They offered to replace the camera no questions asked. However they suggested that a software update may solve the problem. Using the features built into the live chat they took her to the appropriate page and showed her how to download the drivers. This solved the problem and Jill went awayhappy.

An ongoing relationship

Jill was so impressed by the service she received from “Professional Cameras” that she decided to like their Facebook page and tell her friends about the excellent service she had been given. Most importantly when she received future e-mails from the company suggesting alternative products that she might wish to consider she was not so quick to consign them to her junk folder. In fact it turns out that the e-mails she received were incredibly targeted and suggested a number of excellent accessories and provided her with tips on how to get the most out of her new camera.

The moral of the story

So why do I tell you the story of Jill? It is to demonstrate that users online relationship with a company extends far beyond the website. More importantly it is vital that the different aspects which make up this online relationship work well together. Traditionally website owners have employed a web designer to build their site, an SEO company for their search engine rankings and marketing people to deal with social media and e-mail. However often this can lead to a fragmented approach.

If we are really to provide customers with an exceptional user experience it is vitally important that we provide a unified experience which involves the various specialists working together in extremely close relationship. It is time to look beyond the website and see the larger picture that makes up a great user experience.

If you recognise that the mobile web is important and you need help deciding on a strategy, then book a mobile consultancy clinic.

Book a consultancy clinic or contact Rob about a more in-depth review.

Thumbnail based web design?

Google have added an instant preview to its search results that shows a thumbnail of your website. Should this change the way you design?

Just before I went away to America Google launched an interesting new feature that I believe raises some questions about how we design of our websites. The feature I am referring to is instant preview found in Google search results.

In case you haven’t seen this feature yet go to Google and perform any search. In the search results next to the title of each result you will see a small magnifying glass. Clicking on this will show a preview of the webpage being listed. You can then roll over any other result to have that preview automatically update.

Google instant preview

Why should I care?

The introduction of this feature is significant because the thumbnail will influence which links users click. If the thumbnail is incomplete, unattractive or does not seem relevant the user is significantly less likely to click. In short where users used to judge a website within a few seconds of arriving, they will now be making judgements before even visiting your website.

How does this change our design?

Beyond the obvious fact that some sites will look more attractive as a thumbnail preview than others, there are also technical considerations. For example a thumbnail cannot display interactive slideshows, video or indeed any other moving element.

The technology that Google uses to capture these thumbnails also seems to have problems with elements that take longer to load on a page or with plug-in technology such as flash. In short if elements of your page take too long to load or use technology such as flash they may appear blank in your thumbnail. Websites built entirely in flash do not display at all.

Example of a blank preview of flash based website

But are people using this feature?

Of course you may argue that few people will actually use this functionality and you may well be correct. However I can see this being particularly useful for people using a slower web connection. It will allow them to assess individual search results without visiting each page. It is therefore particularly important to consider your previews if you are targeting an audience you know will have a relatively poor connection.

My take on instant preview

Personally I believe that instant preview is part of Google’s ongoing campaign against those who would seek to artificially manipulate their search engine placement. By allowing users to quickly preview pages it exposes sites that are either squatters, keyword stuffers or doorway pages.

However I do believe it has greater ramifications than this. For example, it is yet another reason to avoid flash unless absolutely necessary. It may also discourage some website owners from using third-party widgets that load slowly.

I would certainly encourage website owners to check their thumbnail and make sure it is displaying correctly.

But what do you think? Should we be worrying about Google instant preview or is it something that will be rarely used? Let me know in the comments below.

Don’t lose perspective for the sake of good search engine placement

Admit it, you want to be number one on Google. We all do. However, if you let it become an obsession it can ruin your site.

I have never really understood website owners obsession with search engine optimisation. In fact not long ago I wrote an article entitled “Why I don’t get SEO“. Boy was that a mistake!

My post basically outlined 5 reservations I had about search engine optimisation…

  • It’s a continual investment
  • It’s manipulating the search engines
  • It damages user experience
  • It’s a passive form of marketing
  • It doesn’t carry the weight of a personal recommendation

Personally I thought I was raising some reasonable point. However, shortly after publishing the post it all kicked off big time. I obviously offended the SEO community and quickly feared for my life. But hey, I often seem to offend people. It must be my winning personality.

Image of a riot

kojoku, Shutterstock

Ultimately I think it was a risk worth taking. A number of people wrote excellent responses to my post (1) (2) and it had some great comments .

I discovered I have been unfortunate enough to work with the most evil SEO companies (hence my negative view) and that SEO has a serious image problem.

Worst still, many website owners and quite a few web designers have a false impression of SEO. That is what I want to address in this post, starting with the universal truth – there are no quick fixes.

There are no quick fixes

I am not sure which came first, the website owners unrealistic demands or the SEO companies outrageous promises. Either way both sides are living in some a make-believe world where driving tons of new traffic is as simple as fiddling with the code of your site and getting a few people to link to you.

Back in the real world things are different. SEO is a long term commitment and will not provide results overnight. Always be hesitant of those who tell you otherwise.

Put users above search engines

As I said at the beginning of this post I think SEO has an image problem and it lies in the term ‘search engine optimisation’.

The name implies that you are ‘optimising the site for search engines’. However, from what I have learnt this is not the case. Reputable SEO companies always put the user first.

Search engine optimization

kentoh, Shutterstock

Think about it for a minute. Why do you want to be number one on Google? The answer is almost always to drive more users to your site. Why do you want more users? Again the answer is almost always to convince those users of something. That might be to buy a product or embrace an idea. Whatever the case the entire scenario revolves around the user.

SEO shouldn’t be about making your site more friendly to search engines but about making it more findable by humans.

Now you could argue these are semantics. To make the site more findable by humans it needs to be optimised for search engines. However, if you don’t make that distinction it is easy to start compromising the usability and accessibility of your site in order to gain a higher ranking.

Always remember a higher ranking is not the aim. The aim is to convince as many users as possible to respond in some way to your site.

SEO should reinforce (not undermine) best practice

When you make your goal better search engine placement it can begin to compromise a lot more than user experience.

Done incorrectly SEO can undermine the code of your website too. Before you know it your sites code is stuffed with headings and even in extreme cases hidden content.

You could argue that code doesn’t matter. After all that doesn’t impact our overall goal of converting users. However it does have other significant impacts on…

  • Performance
  • Site maintainability
  • The cost of future redesigns

It can also directly impact those using mobile devices or assistive technology (such as screen readers).

The irony here is that done right SEO should actually enhance the quality of your site’s code. In fact if your web designer has done their job properly your site should already preform well in search engine rankings.

Unfortunately too often web designers do not do their job well and SEO companies resort to excessive code manipulation to improve rankings.

It is important to find suppliers that understand the importance of best practice and respect it so preserving code quality.

SEO should improve not damage copy

In the same way that good SEO should improve code, it should also improve your site’s copy.

The one thing that has made me madder than anything else is when SEO companies screw with a site’s copy. Too often I have worked with companies that want to stuff well written copy with keywords or add excessive words to a page just to increase it’s ranking.

Keyword Research Tool

There is no better way of driving users away from a site than making the content of your site long and unreadable.

The bizarre thing is that actually SEO should create better copy, not worse. In order to write copy that ranks well on search engines it is first necessary to understand the terms your target audience use when searching. If used correctly this keyword research should improve your copy encouraging you to writ in the tone of voice and language used by your visitors.

A good SEO company should have a copywriter who can do this research and then write engaging text that uses the language of your users. It is the copywriter you need as much as the SEO wizard.

SEO should be apart of a broader marketing strategy

Many website owners become so obsessed with SEO that they focus on it at the detriment of all else.

In reality SEO should be just one component of a broader marketing strategy that includes both online and offline elements.

A good SEO company should also be able to help you utilise social media, paid advertising and other forms of online engagement to attract a larger audience. They should also be able to encourage your audience to promote your site through word of mouth recommendation.

The traffic vs conversion divide

To a large extent I think the problem of SEO derives from how the industry sells itself and what website owners ask for.

User clicking on a buy now button

Vitaly M, Shutterstock

In both cases the emphasis is on improved ranking. However as I have already said that is not the ultimate aim. An increase in conversion numbers is what website owners really need. This is achieved through a mix of increasing traffic and converting more of that traffic.

The worst scenario (which I have personally encountered many times) is where the SEO company is responsible for driving traffic while the web design agency is judged on how well that traffic converts. The result of these sometimes conflicting priorities is disagreement.

In the perfect world a single agency would be used for both roles. However, where that is not possible there should be a single metric for all involved. This should be how many people complete a specified call to action.

You maybe saying to yourself that your site has no call to action. If that is the case then why does the site exist? Even an informational site should probably have a call to action such as signup for a newsletter. If it really doesn’t then use another metric like a combination of dwell time and unique visitors to rate success.

Whatever metric we use it should not be how high the site ranks on Google. This is a means to an end not the end in itself.

Why I don't get SEO

I don’t get why people invest in SEO. I am not trying to start an argument. I just want to explain my doubts so somebody can correct me.

I like to think of myself as an intelligent guy. I have worked on the web since 1994 and like to stay informed. However, over that time I have never understood website owners’ obsession with SEO.

Many organisations invest vast sums of money in SEO companies that promise to improve their rankings. Although SEO can make a difference, I am far from convinced it is the best way to spend your marketing budget.

Below are five reasons why I have my doubts. My hope is that people can convince me I am wrong in the comments. We shall see.

A continual investment with no guarantees

The thing with SEO is that it is not a one-off cost like many believe. It is not just a matter of getting to be number one for your chosen keywords, its about staying there too. This involves an ongoing investment.

Also unlike pay-per-click (PPC) advertising there are no guarantees. There are SEO companies who guarantee you the top spot, but they are lying. You pay your SEO company in the hope they can improve your placement, but a good SEO company will not commit to how much.

It is a bit like buying a newspaper ad, but being given no guarantee as to what page it will appear on or how big the ad will be.

Classified ads in a newspaper

Image Source

At least with PPC you know how much you will pay and what you get in return.

You’re manipulating the system

My second concern is that essentially SEO is about playing the system. Google exists to connect its users with the information they require. They have a sophisticated algorithm to do that. It is also an algorithm that is getting better all of the time.

SEO on the other hand is about creating as much exposure for your website as possible. They do this by guessing what the Google algorithm does and using that in your site’s favour.

The problem is that the algorithm is unknown to anybody other than Google and it changes all of the time.

Hacking Circuits

Image Source

To me it seems more sensible to work with Google’s known goal – to provide great content to its users, rather than trying to manipulate a system we do not fully understand.

Instead of spending money on SEO, spend it on producing better content that provides Google’s users with more value.

It can damage the user experience

I am not saying that SEO does not work. I am saying that it is not worth the cost. That cost is not just in terms of money spent on SEO. It is also in user experience.

I have worked with a number of SEO companies over the years (at the request of our clients) and it has always ended up damaging the user experience.

For example, SEO often leads to an excessive amount of copy, changes to the code order (that creates problems for screen readers) and keyword heavy navigation (which reduces scanability).

Example of keyword stuffing

SEO may increase the level of traffic to your site. However, it often undermines the conversion rate.

It is a passive form of marketing

It is not just SEO I have a problem with, it is the emphasis on search engines.

Website owners seem obsessed with being ‘number one’ on Google. However, it is not a particularly effective method of marketing.

Search engines are passive because they require the searcher to have a pre-existing need for your product or service. On one hand this makes search more targeted because it only reaches people who are interested in your product. On the other, it does not allow you as a marketeer to create a need or raise the profile of a new brand or product.

Father and son sleeping on a counch

Image Source

When compared to social media or other forms of advertising, investing in SEO seems very passive.

It carries no weight

My final problem with SEO is that it lacks the weight of personal recommendation. By focusing on SEO you are merely shaping your site to cater for an algorithm. You are not making your website appeal to people.

Trying out http://www.flairbuilder.com on the recommendation from @boagworld

Instead, I would invest in making your site better for users and encouraging them to recommend it through social networks and linking. This puts the weight of personal recommendation behind your site and we all know that word of mouth is the most effective form of advertising.

Conclusions

Let me say it one more time – I am not questioning whether SEO works. However, it is my belief there are better ways of spending your money.

I believe investing in your users brings a substantially better return. It increases conversion, encourages word of mouth recommendation and ultimately improves your ranking through links back to your site.

My recommendation to clients is that we build their websites to be accessible to search engines but tailored towards users not search engines.

The question is – am I wrong in that advice, and if so why? Enlighten me in the comments.

Does Google personalised listings affect your ranking?

Google has added a number of tools that allow users to personalise the search results they see. The question is – does this affect how you approach SEO?

I recently received the following from Peter Bennett:

In response to show 199, you said on some of your specific search results, headscape has been pushed to the top. However since show 199 I have since seen 4 new features at the end of each search result that appear when logged in.

I don’t know how long they have been there but i think they deserve a mention. These features are:

  • Where You can Promote listings – which will then place the selected website at the top of your personal google results.
  • You can also ‘demote‘ any websites which you previously Promoted – Which google call Restore
  • You can also add comments for each individual listings which other users can see.
  • Finally you can remove – this will totally remove the chosen listing from your future search results.

In my opinion (although I am not sure), if listings get promoted numerous times by different users, maybe this could affect each listings search position in the long term with Google being able to collate each users preferences.

What do you think?

Google personalised search results

These are exactly the features I was talking about in Show 199 and they have actually been around for a while.

As to whether Google will use these features to inform their rankings, who knows! Even if they do it will be in a minor way. Only the smallest fraction of people searching on Google will use these tools and so Google will not rely too heavily on them.

Bizarrely there has already been extensive debate about whether these features will impact SEO. From my perspective it is a pointless discussion.

Too many website owners spend too much time and money obsessing about Google listings. I am not denying that SEO works. It is possible to manipulate your rankings. However, I would argue that the return on investment is non existence.

SEO building blocks

I was recently talking to one website owner who ran an ecommerce site. He spent thousands of pounds on trying to improve his placement on Google. He succeeded, but he calculates it made him less than £1000 in extra revenue. In short he made a net loss.

I would argue that the only SEO needed, is work you would do anyway. That includes writing relevant, useful copy and ensuring your website is accessible to the broadest possible audience.

At the end of the day none of us will ever know how Google calculates its listings. However we do know that Google wants to connect its searchers with the best content out there. Lets work on making our content the best and making it accessible. Google will do the rest.

The Ultimate Website Prelaunch Checklist

All of a sudden the site you have been working on for months is approved and the client wants it live. However, things can still go horribly wrong if you are not prepared.

We’ve all been there.

After months of development, meetings, conference calls, protracted arguments over typography, photography, colour ways and copy. All of a sudden the site is approved and the client wants it live.

Do you think to yourself, ‘I know every pixel on this site inside out’ and put it live?

Hopefully not. You’ll have a printed checklist which you complete before you go public.

By no means is this an exhaustive list. Neither is it presented in any particular order. Your own checklist will be very much tailored towards your own individual clients and the type of project you are delivering. Be sure to add your thoughts and suggestions to the comments at the bottom of the page.

Either way, get your team together, get out the red pen and start ticking them off.

Copy Checks

Check your spelling.

If it comes down to a web designer to highlight the smelling pistakes of a copywriter then so be it. Show the world you are no slouch and run a spell check. Better still, get your copywriter / project manager to do this. Be sure you check for widows or orphaned items in important paragraphs too.

Check your tone of voice.

Ensure this is consistent across all your pages, that your audience is being addressed the same way throughout the site. If your services include ‘Research & Development’ ensure it is expressed using ‘&’ everywhere it appears, always with capitalisation, and if you display times and dates be sure to express them the same way throughout. This is a cornerstone of well-crafted, easily scannable copy.

Copywriting on the web workshop

Check your details.

I’m quite serious about this. Phone all phone numbers you have been supplied. Do they work? If you’re building a site for The Royal Albert Hall, do they answer? And are they aware you are shortly going to launch a site, with their number on it, inviting thousands of people to call for more information? These are crucial checks to ensure that the entire marketing process, right down to (phone) calls to action are prepared for the site going live. Check email addresses you have been supplied and make sure they work and are being received by someone. Oh, and check they are not still pointing at you for testing – make sure the clients email address is specified when the site goes live.

Check through any ‘hidden’ copy on site.

Look at ALT text and ensure it is descriptive and not just ‘XXX’ – read through any text within Javascript functions, failure or alert messages, and also and remove anything potentially embarrassing or plain unnecessary.

Make sure you are not going live with any test copy on your site.

Check for instances of ‘For more information call XXXX,’ or worse still, ‘At ACME and Co we pride ourselves on [Dave, has the client approved the mission statement yet]‘ You get the picture.

SEO

Check your keywords.

Ensure you have your meta description in place, and that any keywords are suitable for the site. Do the keywords appear in your site copy where appropriate? Turn off your style sheets and read your site as a search engine will, and check your keywords are written in HTML and not all contained within images.

Check your titles.

Do you pages have relevant and descriptive title tags, and are your page names suitably descriptive.

Check your URL structure

Google has taken considerable steps within Webmaster Tools to reward site owners for declaring, and being consistent about canonical URL’s. That is to declare to Google which URL structure you will maintain on your site, to avoid the duplicate content penalty. So if you choose example.com/products over www.example.com/products, then check to ensure the links within your pages follow this convention.

Check you have a sitemap.

Generate an XML sitemap and submit it to Google, Bing, and Yahoo. Gsite Crawler is a great tool to help create these automatically for you.

Set up analytics on your site and schedule any weekly reports that might need sending to your clients, and also set up any statistical alerts you might need to notify you of any spikes in traffic that might signify malicious activity. Stats packages worth your attention are listed in the URL’s below.

haveamint.com

Standards and Validation

Clearly this is not something that should be left until the last few days prior to launch. But you should always make one final sweep through your content to check for validation issues. You should be checking your HTML, CSS, Accessibility and your Javascript. Quite often you can encounter validation issues late in the project with the addition of javascripts from a third party if a client has reporting software they wish to use, or if you are carrying advertising or inviting referrals from an affiliate network. As these are so often just thrown in to the code at the last minute it is vital to check that they don’t interfere with functions that were (up until then) working just fine. The Developer Toolbar for Firefox is a great time saver when it comes to validating your HTML and CSS, with the WAVE toolbar being similarly indispensable for checking against WCAG guidelines. That said there is no substitute for a good working knowledge of the WCAG guidelines as so much of them cannot be checked against by a plug-in, and requires common sense and a keen eye to avoid problems.

Web Developers Toolbar

Site Functions

Does everything work?

Again, this should have been tested long before now, but don’t go live without checking it. Often you will have moved a site from a development server to a production server in the run up to putting it live, and that may have upset your file structure. Maybe you have an API which relies on the address of a development server to work and will need altering if it is to work at the live address.

Check your search facility

Check your search facility if you have one and make sure that is pulling in results. Also check for dead links across the site with something like Xenu’s Link Checker.

Screenshot of Xenu

Check all browser variations

Check all browser variations that you promised to support, all screen resolutions and ensure that your site degrades gracefully without the support of Javascript and Flash. Your site should be easily interpreted by a screen reader with CSS switched off, and this can be checked by downloading a text only browser such as Lynx for the PC.

Think about common web conventions and whether your site breaks them. Are all your links consistently styled? If all links are underlined, check that no text is underlined for presentational reasons that people might mistake for a link.

Don’t forget to set up a print style for your site.

It is stunning quite how often this ignored. Insert this line into your <head> tags and create your print style sheet.

<link rel="stylesheet" type="text/css" href="print.css" media="print" />

Security

Ensure you have your site files backed up, but assuming that this is something you do as a matter of course, ensure that you are backing up any databases on the website that might contain important customer data. There are services and applications who can automate this for you such as Site-Vault and Iron Mountain, providing you with the peace of mind that only a reliable backup can bring.

Screenshot of Site Vault website

Check your form fields against SQL injections, and test any anti-spam functions you have in place to prevent spam bots.

Protect any sensitive pages

Protect any sensitive pages or folders from being indexed on search engines by putting in place robots.txt files and by excluding them from within Webmaster Tools / Bing / Yahoo Site Explorer and also consider whether you need to use an htaccess file to disable folder view within directories.

Performance

Increasingly this is becoming more an issue. With rumours of Google rewarding faster sites with better rankings it is crucial that your pages load as swiftly as possible.

Safari 4 has a great tool within its developer menu which checks the speed of your pages downloading, and highlights which elements take the longest and therefore might need attention.

Check your image optimisation with a tool like Smushit.

Smush.it website

Check you have caching enabled if appropriate.

If possible consider the use of image sprites to reduce http requests to your site. SpriteMe.org offers simple online solution that might get you started.

Minify your Javascript and CSS files using a tool such as YUI or YSlow from Yahoo to ensure your code is delivered as swiftly as possible. Firefox add-ons such as Dust Me Selectors can help to remove unused selectors from style sheets, helping to keep file sizes down.

Legal

Those lawyers get everywhere. Links to legal policies are so often added to a footer element on a website and then given no further thought until moments before go live.

Copyright

Check that this is set to automatically refresh from the time stamp on the server, and that the copyright owner stated is correct. It won’t always be the client or brand who should be credited.

Terms and Conditions

If your site has a promotional element or takes payment then you will need to make available t’s and c’s. Always consult either the Institute of Sales Promotion or a lawyer for the best advice on these, or if they are supplied to you then make sure they have been checked.

Privacy Policies

If you use cookies, capture data, or distribute data, then you need one. The best advice is always to be honest, and to state clearly what you collect data for, how it is stored, and to whom might it be passed. So if you this might be you then be sure you have a clear statement explaining all of this, or least provide details of how you can be contacted for further information.

Company Registered Information

If you are a registered company then you must display on your website the registered company name, number, and address. Simple, but so often forgotten about. For more information visit either Companies House or Business Link online for more information.

Companies House website

Add icons and error pages

Add your favicon.

And while you’re at it, do you need one for mobile devices such as iPhones? Add this into the <head>

<link rel="icon" type="image/x-icon" href="/favicon.ico" />

And this for an iPhone

<link rel="apple-touch-icon" href="/favicon.png" />

Create 404 pages.

Crucial for so many reasons. If the project is a re-design then search engines will have cached links to pages that will no longer exist. Use 404 pages to present users with links to where that information is now located. Webmaster Tools provides an easy way to produce 404 pages if you aren’t an experienced developer, but ignore these at your peril.

Example error page

Further reading

Smashing Magazine wrote an excellent post entitled “45 Incredibly Useful Web Design Checklists and Questionnaires” that contains many more checklists worth reading. They have other launch checklists, web standards checklists and even a checklist for improving site performance.

If you recognise that the mobile web is important and you need help deciding on a strategy, then book a mobile consultancy clinic.

Book a consultancy clinic or contact Rob about a more in-depth review.

199. Time to generalise

This week on Boagworld: The changing role of web designers, Colin Firth on content and Becky Jones talks about the changes at Google.

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Housekeeping

Next week is our 200th show! Hard to believe isn’t it.

To celebrate this momentous achievement we are going to do a 12 hour live podcast marathon.

The show starts at 10AM on Friday the 12th February and finishes at 10PM that evening (times are UK based). We have too many guests to mention, but lets just say you will not be disappointed!

To listen to the live show go to boagworld.com/live/.

Obviously we will not be recording the whole show but hopefully will release edited highlights over the coming weeks.

Back to top

News

SVG is back?

There are a lot of articles this week about SVG. A List apart describes SVG as…

Scalable Vector Graphics (SVG) consist of circles, rectangles, and paths created in XML and combined into drawings on web pages. You can apply solid colors, gradients, and a sophisticated number of filters to SVG—although not all browsers implement all filter types. You can incorporate text, as well as images, and you can copy and clone your SVG as much as you want. Mostly, we use SVG for graphics programs, charts, illustrations, or animations.

In principle SVG has always sounded like an exciting tool. However it became a casualty of the browser wars, where support was patchy at best.

It also was somewhat surpassed by Adobe Flash, that became the standard for vector based graphics.

However, browser support has significantly improved and so we are seeing more interest in the technology again. This week alone there are articles on both A List Apart and Sitepoint.

Although it is interesting to read what SVG can do, I have to confess I do not understand the continued interest in this technology. I admit I am no expert on the subject, but it strikes me be that SVG is somewhat pointless for three reasons…

  • It’s still not supported natively in Internet Explorer. Although there are ways of overcoming this, it is a significant barrier to adoption.
  • The near universal adoption of flash makes this a far more obvious choice. Also, now that Adobe have opened up the platform many of the old arguments against flash are less relevant.
  • All modern browsers now support page zoom and so there is less need for a technology whose primary benefit is its ability to scale.

Perhaps I am missing the point and if so please correct me in the comments. However, the only ray of hope I see for SVG is Apples stubborn refusal to add flash support to devices like the iPod Touch, iPhone and iPad.

The best products sell themselves

When I saw the title of Andy Budd’s latest post ‘The Best Products Sell Themselves‘ I was ready to disagree with him.

I thought Andy was going to claim that if you have a great product you do not have to promote it. I thought he was going to argue that in the age of social networking, word of mouth recommendation was enough.

Instead I read a passionate article about providing a delightful experience that inspired and challenged me…

To sell products in a networked world, you need to differentiate yourself by more than just brand attributes and a check-list of features. You need to create remarkable products that rise above the competition and get noticed. Products that your users will rate, recommend and tweet about. In fact, what you need to create isn’t a product at all, but an experience.

He goes on to write…

Mediocrity just doesn’t cut it anymore. Instead, we need to create products that sell themselves. Does this mean that marketing no longer has a place in the networked society? Far from it. Marketers often understand customer needs and pain points better than anybody. In fact, this can sometimes be the cause of frustration in itself. I know plenty of people (myself included) who’ve been wooed by the notion of integrated phone, TV and Internet services only to find yourself dealing with completely separate business units and billing systems. The marketers were ahead of the curve. It’s the product that was lagging behind.

The idea of delighting your users by going above and beyond expectations is something that has been very much on my mind at the moment. It is something I am keen to introduce more into the work we produce at Headscape. Andy’s article could therefore not have been more timely.

I am reading a book at the moment called Made to Stick. In this book it gives the example of a departmental store that prides itself on delighting its customers. They give two examples in the book. The first was a member of staff who ironed the shirt for a customer going to a business meeting. The second was of clerk who gift wrapped items bought from a competitors store.

This is the kind of exceptional service website owners should be incorporating into their websites, and web designers should be providing their clients.

The principle of proximity in web design

I seem to be featuring a lot of posts on the basics of design recently. I think this is for several reasons…

  • Everybody involved in the web has to do some elements of design.
  • There are a lot of people listening to the show who are just starting out.
  • The website owners listening need to understand design principles if they are to work with a designer.

This week’s contribution to the cause is ‘The Principles of Proximity in Web Design.’ It is essentially a post on layout. It takes principles that have existed for a long time in print and applies them to the web.

It is a solid introduction to layout and tackles issues such as:

  • Whitespace
  • Visually grouping elements
  • Creating visual hierarchy
  • Improving scanability
  • The use of grids
  • Leading the user

The article concludes by summing up the benefits of understanding these principles…

Proper visual hierarchy by way of proximity helps users delve deeper into your website without worrying about where they’ve been or where they’re going.

They’ll always feel comfortable, and they’ll get to the most important sections of your website quickly and efficiently.

A worthwhile read for anybody new to design and a useful reminder to those of us who are old hands.

Google is changing and it will affect your website

Have to noticed that Google has been changing a lot recently? Probably not. You may have noticed the fade effect on the homepage. However, there are many more subtle and yet significant changes going on.

In an article for boagworld Becky Jones outlines some of these changes and how they may affect your website.

Changes include the introduction of…

  • Real time results
  • Breadcrumbs
  • Personalised search (even when not logged in)
  • Regions
  • Search features in the search bar
  • Anchor links in search results

What is significant about the list above is that they each have an influence on your rankings.

These changes really are turning the world of SEO upside down and having an influence on how websites are built.

However, what interests me the most is the new prominence of real time results. With posts from Twitter being placed at the top of listings, this makes social media a crucial component of search engine optimisation.

If you care about your website’s ranking (which we all do) then this is a must read.

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Feature: Website owners need more than web designers

Why is it many website owners are changing their web designer even when he or she has built them a great looking, usable website? What more are they looking for?

Read ‘Website owners need more than web designers’

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Colin James Firth: Content is King

If ‘content is king’ then the designer is like the King’s tailor – there to make the King look fabulous without taking any of the limelight for themselves.

Read ‘Content is king’

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Google is changing and it will affect your site

Google are never one to rest on their laurels, and the past few months have seen a lot of changes to Google’s search pages that you might have easily missed.

Some of the changes at Google are more visible than others, and some more useful than others, but it goes to show that Google aren’t quite ready to let things stagnate just yet after the launch of Microsoft’s Bing.

Realtime results

OK, so maybe you have to be using another search engine to miss it, but a list of recent search result changes would be incomplete without mentioning this big one.

For some search terms Google are now displaying realtime results: effectively results from Twitter, Facebook, and other social networks. Undoubtedly this will have an effect on search engine optimisation, but whether that means more up to date (and more relevant) results are being returned or simply people will spam Twitter to be featured at the top of Google’s search results remains to be seen.

google realtime results

Site owners might also start registering their search keywords as a Twitter account, in the same vein of buying web site URLs with keywords to get their keywords at the top of the search engine results pages. If this happens, this could drastically change the way Twitter (and Twitter username choices) is seen.

Breadcrumbs

For those web site pages that contain breadcrumbs, Google are starting to show them underneath the search result listings. It’s not available just yet with every site, but for those listings that do contain them I can see this feature being particularly useful to the end user, showing for example direct links to a product’s category for an online shop’s listing.

google breadcrumbs

Web site owners can take advantage of this now by introducing breadcrumbs to their sites on any relevant pages. It’s always worth adding them to pages, as even if Google don’t add them to your site’s listing, it’s good practice to add them anyway because breadcrumbs not only improve usability but they could also help with your search engine ranking.

Personalised search for everybody

Google Personalised Search now works even for people who aren’t logged in. This is a big one for search ranking, as this might result in your site getting a different ranking for each visitor who performs a search.

If a result has been clicked a number of times, then that site will start to appear higher up in the search rankings for that visitor, with the user’s search and click activity being stored for 180 days. This will mean that you don’t need to be logged in and have search history enabled for search results to be tailored to your habits and preferred sites, which will result in more more relevant searches in the long term for more people.

But this is bad news for web site owners who care about search engine optimisation: you can no longer be certain where your site will rank. You can have an idea, but if searchers click on other sites, your link might be pushed from page one to page two without you knowing about it.

Region

Another useful one for users if they want to know at a glance which country a web site is based. Web site owners that are registered with Google Webmaster Tools can now set their geographical location, which is displayed next to the page URL.

google location

The region is only shown for results that don’t have country top level domains (for example .com and .net), and the region you are searching from isn’t shown (so if you’re searching from the UK, web sites set as being from there won’t show the UK region name).

This feature, however, could also be confusing if it doesn’t work properly. If a site owner sets their site to be based in the United States but it’s got worldwide appeal, potential visitors from other countries might be turned away before they even visit. So this is a great feature, but it’s certainly one to be used wisely, to ensure you get the right target audience and don’t turn anybody away who might otherwise be interested in your site.

If you want to set your web site’s region, you can do this in Google Webmaster Tools by selecting Site Configuration > Settings > Geographic Target.

Search features in search bar

Those handy search features that Google provide are now available in the search bar of the google.com homepage.

Search for “london weather” and get the weather in London for the next four days. Enter for “diaphanous” and find out what it means. Type in a unit conversion or maths sum and get the answer. All displayed at the top of the auto-suggest box without having to wait for the results page. You can also type some site names such as “Twitter” and the twitter homepage is suggested at the top of the list.

google weather

This update is only available on google.com, so if you’re not based in the United States you’ll have to click on the “go to google.com” link before this works.

In addition to this, the “Google Search” and “I’m Feeling Lucky” buttons are now displayed inside the auto-suggest box. This is a tiny update you barely notice, but it’s also an update which makes usability that little bit better. For those who don’t press the return key to perform a search, the buttons are now visible and selectable straight away, rather than hidden underneath a drop down box that needs to be closed before they can be clicked.

Anchor links in results

For those pages with internal anchor links, Google have started to show these on search result pages. In addition to this, a “Jump to” link is also shown in the result if the relevant area of the page is after an anchor.

It’s hard to say how Google decides which listings to show these with, but chances of having them for your site’s listings are higher if you use semantic anchor names, show a table of contents, and logically split the sections.

Local public transit next to location

For major attractions, the location and map details are starting to show nearest public transit details.

google pubic transit

There probably isn’t much you can do to influence your business or premises containing these details, obviously it’s very location specific. But it wouldn’t harm to submit your site and business details to Google Maps and ensure your full location details are completed.

Bigger image results thumbnails

This is a small change to the image thumbnails that appear on the main search results page. There’s now a new layout which includes larger images, depending on the quality of the thumbnails.

google image

193. Get more from Google Analytics

On this week’s show: Paul and Marcus are joined by Matt Curry who shares some advanced Google Analytics techniques. We have a review of Fancy Form Design by Jina Bolton and Paul goes on endlessly about the Website Owners Manual.

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Housekeeping

How can I not mention the launch of my book the Website Owners Manual? You are going to be sick of hearing about this, but console yourself with the fact that I have a very short attention span and will soon get bored of it. Please take a few minutes to learn more about this book at boagworld.com/websiteownersmanual. I would especially encourage those of you who are web designers to check it out. This book contains all the information your clients ‘need to know’. It was written specifically to be given away to clients, so helping your projects run smoother. I even managed to pursued my publisher to give significant discounts to those buying more than 5 copies. However, as an extra bonus for boagworld listeners you can also get an additional 40% off of any website owners manual purchase (including the multi-buy packs) if you use the code ‘boagworld’ at checkout.

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News

Design interactive prototypes – Fast!

With websites and web applications becoming increasingly complex it is often hard to visualise them before build. Photoshops comps fail miserably and static wireframes are little better. The only way of truly communicating how a site is going to work is to build an interactive prototype. Unfortunately building prototypes can be time consuming and expensive. Although clients need to understand how their site will work, they are rarely willing to pay for a prototype. One solution is IxEdit, an ‘interaction design tool.’ This tool has to be seen to be believed, but essentially allows designers to build jQuery driven prototypes without writing a single line of code.

With IxEdit you can build everything from the automatic insertion of HTML to accordion effects. In fact you seem to be able to build most of the elements and effects supported by jQuery. Of course the quality of code is not going to be as good as something written by hand. That is why the product is billed as ideal for prototyping. However, for better or worse, I am sure a lot of web designers will use this tool for live sites too.

Making passwords more usable?

On the subject of Javascript and interaction, there is some interesting work being done with password masking. In show 173 I talked about some of the problems surrounding password masking. Essentially, although hiding passwords increases security it also creates a usability challenge. Jakob Nielsen wrote:

Usability suffers when users type in passwords and the only feedback they get is a row of bullets. [It] costs you business due to login failures. Password masking has become common for no reasons other than (a) it’s easy to do, and (b) it was the default in the Web’s early days.

There have been a few solutions doing the rounds. The simplest of which is to add a checkbox allowing users to keep their password entry hidden. However another popular approach is the one adopted by the iPhone. Instead of revealing the entire password it shows only the last letter entered. These two approaches have now been combined and made simple to implement using a sprinkling of jQuery. Delayed Password Masking couldn’t be easier to setup and helps go someway to improving usability.

How to be more transparent

In my post “The 10 Harsh Truths About Corporate Blogging” I wrote:

People don’t like interacting with organisations, corporations or machines. People like conversing with people. People don’t like, trust or want to work with corporations. We associated those feelings with individuals, not companies.

In other words, if you want to make a connection with your users you need to be open, transparent and show the people within your organisation. However, knowing this and doing it, are two different things. That is where a recent UX Booth post comes in. The title of the post is “Transparency: Benefits and Best Practice.” Personally, I think this is a misleading title. It doesn’t really explain in any depth why transparency is important and fails to provide much in the way of ‘best practice’ (I can see I will have to write something on this subject). What the post does do well is give you some cracking examples of sites that communicate the personalities and people behind their organisations. It certainly has inspired me to look again at the Headscape website, and I hope it will inspire you to become more open as an organisation.

In other news – Google and Microsoft talk about stuff

Normally I like to keep the content of this section of the show focused on the here and now. I see little point in reporting what might affect you ‘one day’ in the future. That said, there are two stories that have come out this week, which I simply couldn’t ignore despite the fact neither will have an impact on you today.

Google to add site speed to search algorithm

This week when talking about the importance of website speed Matt Cutts from Google said:

Historically, we haven’t had to use it in our search rankings, but a lot of people within Google think that the Web should be fast. It should be a good experience, and so it’s sort of fair to say that if you’re a fast site, maybe you should get a little bit of a bonus. If you really have an awfully slow site, then maybe users don’t want that as much.

If Google follow through on this thinking the consequences could be massive. In particular this could further undermine the already shaky rankings of flash heavy websites. It could also provide a real advantage to those with the financial resources to throw more server and bandwidth capabilities at slow websites. That said, on the upside it would refocus website owners on the importance of performance and help to speed up the web for everybody. It will also encourage better coding practices maybe push legacy tables based websites down the rankings. Of course all of this could be redundant. We have no way of knowing whether Google will implement this change, and even if they do, how great a priority they will place on speed.

Microsoft talks about IE9

The other news that might shape the future of the web comes from Microsoft. With Windows 7 complete it would seem they are turning their attention to Internet Explorer 9. Apparently the new browser is only in very early stages of development. However, Microsoft are making it clear what their priorities for the browser are. These include:

  • A desire to provide better HTML5 support
  • Significant speed increases for Javascript
  • Improved CSS support
  • Better use of hardware acceleration

All music to my ears. However, I was sad to read that according to Mashable they have only been working on the new browser for 3 weeks!

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Interview: Matt Curry on Getting more from Google Analytics

Transcription to follow shortly.
In the meantime follow Matt on Twitter.

Listeners book review: Fancy Form Design by Jina Bolton

What is it?

This book, in Jina’s own words, is aimed at anyone who’s involved with any part of the creation of an online form. Split into 5 sections, it covers the Planning, Designing, Structure, Styling and Enhancing of forms used on the internet Written in a format that is more about advising and guiding rather than teaching, this book will appeal to people who are used to the Sitepoint way of writing, and want to really understand the thinking behind creating a successful web form. It’s not one of those “learn in 24 hour” type books, but is more written as if you’re at a workshop run by Jina. This is not a hardcore reference manual that covers absolutely every permeation of a web form, but will have you more confident and eager to apply what you learn to forms you build from now on.

No bloat

With this book, Jina has tackled a subject that frustrates many a web designer. Forms are often too time consuming, too technical, or too stubborn to spend time getting right. Resources on the internet fall usually into 2 categories, not enough info, or too bloated and confusing. What Jina has managed to do is get straight to the point, without the bloat.

A form is just a form. Isn’t it?

Straight from the 1st chapter Jina had me thinking differently about forms. Before reading this book, I would not have said things like sliders, colour pickers, or drag and drop items are elements of form design, but when you look at where they are used, it’s obvious they are. I’m already more excited about forms than I was before. And I think that’s what this book does really well. It takes the process of form creation, and says “yeah, I know, a form is a form. But look, you can do this with it…”. Jina shows you how a form is very much like a website design. You need to think about typography used, colours & imagery, how the form is going to be structured and how it will affect how it used.

Good practices make perfect

Throughout the book, Jina runs through some processes for creating perfect forms. It starts with how to research and find inspiration. Many people who have built forms in the past would probably not have used the processes talked about in the book. It’s an eye-opener to best practice, and to how investing time in tried and tested techniques at the beginning will save you time further down the line. Many of the practices Jina talks about are transferable techniques, that can be adapted and implemented on web design, brochure design, database design etc. What I really liked is the way the book doesn’t force you to follow the practices, but is more like a friend giving you some tips.

Get your hands dirty

Although I mentioned this book isn’t a “teach yourself in 24 hours” jobby, it is by no means a pure reference book. You can follow along with Jina, and get your hands dirty with some HTML markup and CSS. JavaScript is kept to a minimum by using jQuery, and again has example code you can work along to.

In a nutshell

Fancy Form Design is probably the best title for this book. It explains how to design forms that look fancy. Jina does not pretend this book will make you a master of AJAX form submission techniques, nor an expert in JavaScript server-side form validation. It breaks down the components of creating a form, the content of that form, how to jazz it up with some clever styling tricks and jQuery magic, and makes you think about forms more as an important part of your design rather than a stone in your shoe. To me, this book does exactly what it says on the tin. Buy Fancy Form Design from Amazon

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How to hire an SEO company

It’s one of the puzzles that each and every company considering Search Engine Optimisation (from an extenal compnay) faces. Basically the question is: How do I know which SEO to choose?

To be honest there is no set answer, each company needs to consider things from its own level… but one of the most important things and it covers many factors you will want to consider is… Trust.

Trust is a strange issue to consider, not least because its based on a persons emotional being. The fact that you are a company looking to hire means that you need to have a company trust … or a sole person in charge of the decision. Trust is based on past experience in life, if you have had a “bad” childhood maybe you don’t trust many people but sometimes things just click and you do, other people may have had a great childhood and trust every person until they break that trust… everyone is different. In SEO the issue of trust is much larger than in other parts of the internet sector… primarily because SEO is not a one-size fits all solution, each company requires something different, and each SEO will offer that something different from another.

The problem with SEO companies

So consider a scenario (and this is what most companies face when hiring an seo).

You are (or your company is) wanting to hire and SEO, so you approach 4 or 5 companies asking them to tender. Each one says they will tender and submits various documents you ahve asked for. But each is different in what it says. So you ask to meet them (as you always should before hiring), and you see each company says different things, approaches a solution in a seperate manner, and ultimately they come up with different solutions to the same problem.

So now which do you choose? Who do you trust and why? Which SEO is good for you and your company? and which is bad? and most of all who should your company run away from?

5 factors to consider with hiring an SEO company

To help understand who you should choose, i’ve identified 5 factors you should be considering when hiring an SEO for your company.

  • An Open Book – will the SEO tell you what they are doing, tactics on how to approach your solution. Also do they tell you why they are doing itt, and if not do you blindly trust them? If they won’t tell you what they intend to do this is a huge red flag you need to consider… ok SEO’s will look to keep some things secret (myself included at times) but ultimately your are the client and if you want to know everything you are entitled to it! … if an SEO says something you don’t understand, and they wont explain… ask me.
  • Proven Record – check references from clients (remember not all SEOs will publish exacting details of results)… but talking to other clients is often much mroe reliable.
  • Site Improvement – sounds a bit mad but some SEOs will want to just focus on Search Engines and they shouldn’t be… SEO isnt just about being found on a search engine. SEO is actually about imrpoving conversions from the point of access as well as encouraging people to visit your site through these points of access. SEO is not a hidden trade, any SEO who wants to “work behind the scenes” only isn’t worth a penny as user experience is a key part of SEO.
  • Great Expectations – from your first meeting you should talk about “realistic” expectations, remember if an SEO says in the first month there will be a million hits extra from 1 hit a month …they are lieing… SEO is a journet and results generally don’t filter through during the first month or two… its sometimes even 4 or 5 months before results are seen… AK Designs has always lived by the mantra of Under-Promise and Over-Deliver.
  • Automation – if your SEO is automating processes generally you should be worried, unless they can prove a good reason behind it … automating processes on a website is fine and helps user experience … automating website submission to search engines can sometimes see your website being punished. Not all automation is bad but a lot is!

The art and science of SEO requires trust

Search Engine Optimisation is very much a science and art. Science because if we aren’t accurate with our numbers and coding then it will all fail and we are rubbish at SEO. Art because an SEO needs to be creative, search engines constantly move the goal posts as they strive to improve, so an SEO will have a whole bundle of ideas through which you should hopefully get to the top of the search rankings.

Trusting an SEO is like trust a friend, doctor, dentist or a member of your family. Determining whom to trust is a matter of gut instinct, recommendation and of course time. Get to know your SEO before you make any decision.

Getting to know an SEO is very important. You should ask lots of questions, both of the SEO and clients. Talk to them in an informal place (like a pub) get the SEO’s defence down and find them as a person and not the tool of a company. From questioning and getting to know them over a pint your gut instinct will be pretty much there… but there is one other thing you should consider. Honesty! An SEO will never be afraid to share the truth with you, and if they aren’t honest or trustworthy remember – theres always more SEO fish in the sea.

182. North and South

On this week’s show: Molly talks about the future of web standards. Paul explains the differences between print and the web, and Ryan asks if job titles matter.

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Being a better blogger

These days blogging has become an important tool for most organisations. Although I have written about the Harsh Truths of Corporate Blogging, I have said little about how to actively improve your corporate blog. I therefore want to draw your attention to two excellent articles that were published this week:

  • A Simple Way To Funnel New Traffic & Sales From Buried Blog Archives – One of the problem with blogging is that old posts get buried over time. Because of the way blogs are structured older posts normally receive very little traffic. This article suggests a couple of good solutions. First it recommends editing older posts so they are suitable for republishing via sites like Ezine Articles. Second, it recommends turning your better posts into PDF reports. Strangely this seems to significantly increase their creditability.
  • Do Long Blog Posts Scare Away Readers? – One thing I struggle with is the length of my blog posts. After all copy for the web should be short, right? Well not according to this article. Using movie lengths as an analogy, this post argues that it is not length that matters but ‘tightness’. A good blog post should be exactly the length it needs to be in order to effectively communicate its point. Not a word more.

If you are a blogger, both of these posts are definitely worthy of your attention.

Demystifying the “duplicate content penalty”

So Google have posted an article in the attempt to put peoples mind at easy about duplicate content on their websites, and whether or not Google penalises you for doing so.

The article goes through how Google filters duplicate documents by grouping them together reduce redundancy when searching.

They summarize with:

Having duplicate content can affect your site in a variety of ways; but unless you’ve been duplicating deliberately, it’s unlikely that one of those ways will be a penalty. This means that:

  • You typically don’t need to submit a reconsideration request when you’re cleaning up innocently duplicated content.
  • If you’re a webmaster of beginner-to-intermediate savviness, you probably don’t need to put too much energy into worrying about duplicate content, since most search engines have ways of handling it.
  • You can help your fellow webmasters by not perpetuating the myth of duplicate content penalties! The remedies for duplicate content are entirely within your control.

The general gist of the article is, if you deliberately post duplicate content in an attempt to rank higher on Google they will penalise you, but otherwise you don’t have anything to worry about.

7 common design mistakes that clients love

Although our next post is aimed at web designers I think it is just as important that website owners read it too. Entitled “7 Common Design Mistakes That Clients Love” it puts together a series of carefully constructed arguments tackling the more common design mistakes requested by clients. The list includes:

  • Scrimping on photography
  • Wanting a Flash intro
  • Too much information
  • Using white text on a black background
  • Wanting the logo bigger
  • Ripping off someone else’s logo
  • Wanting a terrible font

The arguments against each of these atrocities are a nice mixture of referencing research, quoting stats and simple effective communication. If you are a designer this article will help you better articulate why these things are wrong. If you are a website owner it may go someway to explaining why your designer gets so grumpy when you suggest any of them!

How To Give A More Exciting Presentation: A Note To Speakers

Our final story is courtesy of Inayaili de León over at the Web Designers Notebook and it’s stemmed from her recent attendance at dConstruct.

Yaili shares her advice to conference speakers on the do’s and don’t of a good presentation.

She goes into these points in detail so read them in detail there, but to summarise her do’s are:

  • Make us Laugh
  • Ask questions that we had never asked ourselves
  • Make controversial remarks
  • Be practical
  • Sprinkle your presentation with interesting facts
  • and use multimedia

She then goes on to explain her don’t and offers a selection of emergency tips to recover a dieing talk such as bashing Micrsoft and loading up a LOLCat (which always get a laugh).

It’s a thorough article offering good advice and she also links to some examples of well presented talks to learn from, so if you’re planning on presenting in the future it’s well worth a read.

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Interview: Molly Holzschlag on the future of web standards

Being transcribed…Thanks goes to Todd Dietrich for transcribing this interview.

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Listeners feedback:

Moving from print to web

Jake Knight writes: What are 5 things you would want any print graphic designer to know first and foremost about designing for the web?

I think the differences between the web and print causes a lot of confusion, not just among designers but also clients. The problem is that in the early days of the web a lot of work went into making the web behave like print and this led to the table based designs that have proved so problematic since.

In reality, although there are some similarities between print and the web, there are also a lot of differences. Narrowing down the list to just five things is hard. However, here are the issues I believe cause the most confusion especially among clients:

  • Lack of control – When developing a design for print you can guarantee that everybody will have the same approximate experience. Each copy of a design will be identical. However, that is not true of the web. Differences in browser, resolution and countless other factors means that everybody will have a slightly different experience. Accepting that is key to producing a successful website.
  • The scrollbar – Print designs do not come with a scrollbar. Typically a reader of printed design can view the entire design in one glance. Even if they cannot the designer knows exactly the point at which readers will need to turn a page or unfold the design. On the web, designers do not have this luxury. There is no way of knowing what the user can see in a single glance and this has a fundamental influence on the way we design.
  • Lower resolutions – Print designers are mostly used to working at 300-600dpi. On the web we are limited to 72dpi (generally speaking). This seemingly minor difference has profound consequences on the selection of imagery, use of typography and application of logos. An image, font or logo that works beautifully in print can become unreadable on the web because the lower resolution pixelates graphical elements at smaller sizes.
  • Colour – While colour in print is produced by the application of ink on paper, on the web it is produced through projected light. This means that colour will be reproduced differently on screen. Typically this means that dark colours become darker and light colours become lighter. This can often mean that corporate colours need to be adapted to work online. For more information on this read Jason Santa Maria’s excellent article Cheating Color.
  • Interaction – Finally it is important to remember that the web is an interactive medium with more in common with software design than print. Users are required to click links, enter data and interact with applications. It is not the passive experience of reading. Although print and web design share a lot in common, a print designer will have to considerably expand his skill set to accommodate these interactive elements. Learning about user experience design is key to the role of web designer.

Obviously this is only the tip of the iceberg but hopefully it demonstrates just how different the experience of designing for the web is. Something that clients in particular need to be aware of.

The importance of job titles?

Hi Paul and Marcus, I work for a 8+ people studio that develops websites. My job title is “developer” and I do tasks from chopping up a design and turning it into HTML, then adding it into our CMS, and then adding content. I will then help clients by supporting them on their website and helping them add future content.

I am quite happy in my job, but I know that if I ever want to apply for a new job, the job title I have is very important. I am worried that my job title is not specific enough to my skills, do you think I should change it to something that sounds more representative, as “developer” could lead someone to believe I only do small tasks.

I think the question of how important job titles are is one for much debate, however there is an obvious requirement for people in any industry to have an appropriate title that describes what they do, the problem is peoples definitions of what a particular title means can be extremely varied.

To add to the confusion there are often multiple variations of the same title. For example my definition of a Front-End Developer is someone who codes HTML, CSS and javaScript, however this same role is often labeled as:

  • Front-End Engineer
  • Client-Side Developer
  • Client-Side Engineer
  • or simply Developer

The same goes for Back-End Developers i.e. people who code in a server side language such as PHP or Ruby. Again the list of variants can be endless:

  • Back-End Engineer
  • Server-Side Developer
  • Server-Side Engineer
  • or again simply Developer

So if your job title is Developer, which discipline are you or do you do both?

I don’t have a definitive answer to this question, however things certainly become much clearer when you specialise in a certain area, for example:

  • javaScript Developer
  • PHP Developer
  • Front-End Developer

To answer your question though, your job title isn’t as important to potential employers as you may think. When you apply for a new job they will look firstly at your portfolio and whether you can demonstrate the skills that they require. Instead of picking a job title that you think potential employers would like to see, pick one that is actually relevant to what you do and have a good portfolio to back it up.

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Demystifying the "duplicate content penalty"

Duplicate content on a site is not grounds for action on that site unless it appears that the intent of the duplicate content is to be deceptive and manipulate search engine results. If your site suffers from duplicate content issues, and you don’t follow the advice listed above, we do a good job of choosing a version of the content to show in our search results.

via Official Google Webmaster Central Blog: Demystifying the “duplicate content penalty”.

I get asked about this all the time by clients worried about it. Hopefully this will put people’s minds at rest.

What's with the attitude?

We face many challenges as designers and developers – IE6, the fast pace or change, meeting the needs of disabled users. However, I am coming to believe that our biggest challenge is our own attitude.

This post started off as a bit of fun. It was going to be another spoof, this time in the form of a top 10 list of harsh truths. However, as I began writing I found myself actually believing many of the points. In the end I was forced to scrap that draft and start from scratch.

I am worried about how people see us as web designers. More than that, I am worried how we behave as web designers, both with our clients and towards one another.

Let me explain what I mean, starting with the more obvious and damaging area – our attitude towards clients.

Our attitude towards clients

I speak to a lot of web designers and in all of those conversations I rarely hear a positive word said about the people who keep us employed.

The overwhelming attitude towards clients is one of disdain. Oh, we hide our feelings reasonably well when dealing with them face to face. However, behind their backs we are often critical and derisive.

We see clients as stupid, awkward, or intent on derailing the project. In short we see them as the enemy.

We have to change this attitude. Not only is it damaging to the relationship, it is also untrue. Just because somebody doesn’t understand the web, does not make them an idiot. Without a doubt they will be far more knowledgeable than you in many, many areas.

You cannot have it both ways. On one hand we set ourselves up as experts who should be listened to. On the other, we are surprised that the client doesn’t instinctively know, understand and except everything we suggest. If they could, we would not be the expert!

We need to recognise the critical role the client brings to the web design process and stop trying to exclude them for fear they might bring something different to the table we might not like.

Stop treating your clients like children and start treating them as peers. That means listening to their contributions even when it does not sit comfortably with your own views. This involves us losing our sense of moral superiority.

You do not have the moral high ground

I do not hide the fact that I am an evangelical christian. That means associating myself with some people who have an enormous sense of smug satisfaction and moral superiority. Some of these people really think they are ‘Gods gift,’ literally! However, they pale in comparison to the moral and intellectual snobbery I encounter in the web design community.

I am fed up with web designers who judge others (and their own clients) with such passion and vigour it borders on the fanatical.

We are not poets, artists or preachers. We do not have the luxury of free thinking theory. We should be pragmatists that work in the real world and solve real world problems.

The problem is that most of our high minded ideals are nothing more than ego. It is about exalting ourselves at the expense of others. Let me give you a few examples of what I mean…

Why doesn’t your site validate?

I can’t believe they code in .net

He is always asking people to retweet his posts.

Oh, they are just link baiting

Comments like that are just about pulling others down. Validation isn’t everything and how can you judge somebody’s decision to code in a certain language without any background information? Hell, what does it matter to you anyway? As for link baiting and retweeting – what is wrong with wanting to drive traffic? There seems to be an attitude that desiring your site to be popular and working towards that end, is in someway wrong! Admittedly new traffic is not the whole story but it is a part of it.

Promoting your sites or services is not desperate or needy. It is good business. If all you offer clients is moral superiority and a well built site, then you are only offering them half a service.

I am not saying there are no lines. I do not condone black hat SEO techniques and I hate SPAM as much as the next person. However, I think we need to drop the attitude and consider the broader picture. We need to consider the business behind the site.

Stop trying to be intellectually superior

Unfortunately we do not just like to feel morally superior, we also like to feel intellectually superior.

We dress our profession up in impenetrable jargon and give ourselves fancy job titles. In many ways we are like teenagers trying to appear more grown up by smoking and drinking.

I guess this is not surprising. Our industry is barely in its teens. We are trying to find our identity and justify our existence. However, in the process we are in danger of becoming elitist and inaccessible to outsiders.

Take for example the recent rash of Top 10 posts. It is something I have started doing myself and have received a massive amount of criticism for it. I have been accused of dumbing down, catering for the lowest common denominator and being desperate for traffic.

Indeed top 10 posts do drive more traffic. That is because people like them. They like them because they are accessible. They are easy to scan and easy to assimilate. In what way is that bad?

Those who criticise do so because they feel that in some way these posts cheapen the industry or devalue what we do. I get the same criticism about my podcast. We joke on the show and have fun. We make the information accessible. Therefore we must be devaluing it.

In my opinion this is a view driven by insecurity. By wrapping up what you say in long words and impenetrable jargon you can hide the truth. You can sound better than you really are.

Unfortunately this just isn’t true. By making it impenetrable you are actually hiding its worth. By explaining what you know in a clear and accessible way you demonstrate its real value.

The desire for exclusivity

All of this is driven by a desire to the ‘cool kid’. Perhaps it is a hang over from our school days when geeks were far from popular. We try to impress and dominate, when we should be empathising and working together.

Another manifestation of this cool kid mentality is our rejection of anything mainstream. As soon as something becomes popular we drop it like a stone. Now our clients are talking about twitter, we accuse them of ruining it and start looking for the next thing. We want to be exclusive, special, different.

The trouble is the mainstream pays the bills. We need to break out of our exclusive little bubble and try to associate more closely with that mainstream. We need to understand what the general populace are embracing and go with that, even if it means still supporting IE6.

Conclusion

This post is aimed as much at myself as anybody else. I catch myself doing many of the things I have written about here.

In many ways the web design community is awesome. There are not many industries where direct competitors talk to one another so openly and freely. However in doing so we have become somewhat insular and very intense. I think sometimes we are under the impression that we are shaping the future and that every choice we make is of crucial importance.

At the end of the day we are just building websites. We need to get some perspective.

Thus ends the rant :p

Comment spammers – Stop wasting your time

So you want to drive traffic using comment posting? Well, there is a right way and a wrong way.

The wrong way

I am constantly amazed how many comments I see like this…

An example of comment spam from boagworld - shows a comment that just reads I totally agree

This is a classic example of comment spam. It adds no value to the conversation and the poster has made no effort to participate in a meaningful way.

If you follow the link it goes to a web design agency that is obviously under the impression that this will improve their SEO ranking. It will not.

If we look at the source code of that link you will see why…

Source code of a comment on boagworld

As you can see the comments on boagworld (and the vast majority of comment systems) have a no follow instruction in the code. This effectively prevents the poster from gaining any SEO benefits from the link.

Of course, they maybe relying on users clicking the link. However, why would a user do that? The content of the comment does not motivate me in anyway to do so.

The spammer maybe using an automated tool to add the links and hoping that one in a thousand people will click them. Its possible I guess, but I have seen a lot of comments like this that have been obviously written by real people. Also I doubt this would have got past my multi-level spam filter.

If you want to encourage people to click you need to say something to get their attention.

The right way

Good commenting that drives traffic is about two things…

  • Quality – Your comments have got to say something of value. You have to add something to the conversation. By being a quality poster, people will start to notice you and respond. It takes real thought and effort.
  • Quantity – You cannot just post once and never return. You need to be consistent, by posting on a regular basis. You need to participate in a community on an ongoing basis to have an impact.

I know the names of the people who post quality and quantity on this blog. I respect their opinions and even though I know they are doing so to drive traffic to their own sites, I do not mind. The reason is they add value to my site. It is a transaction if you like. They add valuable content and I send them traffic.

Using web stats for more

We all use web stat tools like Google Analytics for tracking marketing campaigns. However, they can also be used to improve your site.

As I continue my efforts to finish the website owner’s manual, I have reached a section on web stats. What struck me was how little most of us use the power of web stats. They can do so much more than monitor your marketing efforts. In particular they can:

  • Help find and resolve problems on your site
  • Improve the quality of the content you deliver

Let us look at how.

Finding and resolving problems

When it comes to web stats one of the most popular figures to monitor is conversion rate. Conversion rate compares the number of users visiting your site to the number that complete a call to action.

If your conversion rate is low, this could reflect a problem with your site. This could be due to:

  • Usability – The user is unable to find the call to action due to poor navigation or other usability issues.
  • Accessibility – For example a particular browser does not render the site correctly and so users cannot complete the call to action.
  • Content – The site does not provide adequately convincing content to encourage users to complete the call to action.

But what consists of a low conversion ratio? That entirely depends on your call to action. For example, an ecommerce site could have a ratio anywhere between half a percent and eight percent depending on the sector and product. On the other hand, a call to action that does not cost the user money should expect a higher figure.

The best approach is to compare a conversion ratio against itself over time. As you make adjustments to your site does that harm or improve conversion rate?

Fortunately website statistics can also help establish what changes will improve your conversion rate. Start by looking at where users exit your site.

Dropout points

When looking at where users exit your site exclude those who only view one page. If you do not the homepage will be at the top of your list. This is because people click through from a search engine, discover this is not the site they wanted and leave immediately. Although this may indicate a problem with your SEO, it does not reflect badly on the site.

Once these anomalies are excluded take a look at the remaining pages. Why are users leaving at these points? Is the content relevant and clearly presented? Is the navigation usable? Are you suggesting a next step to the user or are these dead end pages?

Look at the history of users who dropout at a particular page. How long have they been on the site by this point? What other pages have they viewed? How long did they spend on the exit page before leaving? Does this reveal trends which help to identify the problem?

Sometimes the problem will be obvious, other times it will not. In such cases try usability testing. This will uncover potential issues. If usability testing is not an option try using a tool like Click Tales.

Click Tales picks up where traditional analytical packages leave off. It allows you to see what users do on an individual page. It record user sessions anonymously showing you what they click on, hover over and how far down the page they scroll.

Although a technology like Click Tales is impressive it cannot replace traditional usability testing. It does not provide you the opportunity to question the user. For example it will not explain why users abandon shopping carts?

When the website owners of ecommerce sites start examining their website statistics they are often horrified by the dropout rate experienced on shopping cart pages. They worry that there is a fundamental usability flaw. However, in many cases that is not true. Questioning users reveal they abandon baskets for a host of reasons ranging from ‘I was saving the items to buy later’ through to ‘I wanted to compare the price on another site’. Like the homepage, shopping carts will always have a high exit rate and no amount of statistical analysis can change that.

However statistical analysis will allow us to improve the content and products we provide on our sites.

Identifying popular content

There is a real benefit in understanding what users want from our sites. From what content they want to what products they will buy, understand users requirements allows you to mould the site to user needs.

Website statistics can help identify popular content but not in the way you might expect. Looking at the most visited pages will not provide answers.

Popular pages can be misleading for three reasons:

  • Pages can be visited by mistake
  • Page can be popular because their prominent
  • Pages can be popular because they are gateway pages to deeper content

The homepage is a good example of these problems. I have already explained that the homepage is visited my mistake from search engines. It is also a prominent page and used as a navigational tool for finding other content.

Looking at how long users spend on a page can help to weed out ‘false positives’. However ultimately this is a flawed approach and can only give a partial indication of the popular content on your site.

A better approach is to look at the search terms users entered into search engines to reach your site. Almost all website analytical packages provide this information and it helps define users priorities. However, this is only going to show content that already exists on your site. If a user entered a search term for content you do not have, your site would not have been returned. The user would never come to your site. What you really need is a way of identify content that you do not offer but users want.

This is possible by examining the phrases users enter into your own sites search engine.

Approximately half of your visitors will use internal search. Every time they use search they are telling you exactly what they want from your site in their own words. That is incredibly valuable.

You need access to these search terms and particularly the ones that return zero results. This is the area where you need to do work. Users are expressing an interest in a piece of information you do not have or your search engine does not recognise.

Once you have access to these search phrases, start tailoring content around them. If the content does not exist, add it where appropriate. If it does exist but is not being found, introduce the exact phrasing your users are searching for. Better to use the language of your users than sticking to internal jargon nobody understands.

And there you have it. Proof that website stats can be used for a lot more than just tracking marketing campaigns.

Don't get blacklisted by Google

There are so many SEO companies and so much advice about how to get ranked highly on Google. How can you tell the good from the bad?

Jason from Toronto recently wrote to me with a questions about search engine optimisation:

I am desperate to improve the search engine ranking of my company website but I am confused by the contradictory advice online. We have even considered hiring an SEO company, but aren’t sure who is reputable. The last thing we want is to be blacklisted. Do you have any advice which might help?

It is true that Google comes down hard on sites who disregard their webmaster guidelines. Probably the highest profile example of this was when they effectively removed car manufacturer BMW from their search results for using doorway pages.

With many search engine optimisation companies still using these ‘black hat’ techniques, it is important to be able to tell the good from the bad.

Later we will look at some of the SEO techniques that can get you blacklisted but first lets examine ways to identify a less than reputable SEO company.

Spotting the black hat operators

Always be sceptical of any company that contacts you out of the blue. If you are going to hire an SEO company, ideally you should use a personal recommendation.

Definitely beware of companies who guarantee a particular ranking. If a company promises that you will be ranked number one on Google, ask for more information. It is relatively easy to get a website ranked number one on Google for an obscure term. However it is much harder to get ranked for something that is useful from a marketing perspective.

Also ask what happens if a company fails to live up to its guarantee? Is there any real value in their promise? The answer is probably not.

Finally ask the SEO company to clearly explain the techniques they are intending to use. If they are evasive with their answers they should be avoided.

If you do discover the techniques they are intending to implement, this will enable you to judge whether you are in danger of being blacklisted.

Know their techniques

Most search engines provided guidelines about unacceptable SEO techniques. Google in particular provide excellent documentation for website owners looking to improve their rankings. They provide advice on selecting an SEO provider and layout what it considers unacceptable techniques. These include:

  • Hidden text and links – Some SEO companies use hidden keywords and links that provide no value to the user, but are designed to increase search engine rankings. Techniques include adding text that is the same colour as the background, hiding content with CSS, setting the font size to zero or hiding text behind images.
  • Search engine only content – Using techniques such as redirects and cloaking it is possible to show different content to a search engine than to a real user. This approach is often adopted on sites built using Adobe Flash. However, this breaks Google’s terms of service and could led to you being removed.
  • Sending automated submissions to Google – Many website owners and SEO companies use software packages such as Web Position Gold to automatically submit their websites to multiple search engines. Again, this breaks Google’s terms of service and could led to you being removed.
  • Duplicating content – Although Google recognises that some content is duplicated for legitimate reasons (e.g. a separate print version of your site), it frowns on websites that deliberately duplicated in an attempt to manipulate search engine rankings.
  • Doorway pages – These are pages that are created with the sole purpose of ranking well for certain keywords. They often have poor content and exist solely to funnel users into the main site.
  • Keyword stuffing – This refers to the practice of loading a webpage with keywords in an attempt to manipulate a site’s ranking. This can results in a negative user experience, and could harm your site’s ranking.
  • Participating in link schemes – Although your site ranking is partially based on who links to you, link exchange programs are still a bad idea. Exchanging links indiscriminately without considering their relevancy will damage rather than help your ranking.

Will implementing the above techniques get you removed entirely from Google? Probably not. However, they could damage your ranking over the long term and will almost certainly be a waste of money implementing.

Should you therefore avoid hiring SEO companies? Not necessarily. There are many reputable companies offering superb advice on how to improve your rankings. It just depends who you go with.