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websites that workwebsites that work

James PenningtonJames PenningtonLead IT ConsultantLead IT Consultant

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uk OpportunitiesOpportunities

17 hours spent online a week on average

3.4 billion minutes last year - inst message

35 million+ users in the UK

1,700 searches per minute in the UK

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E-Marketing essentialsE-Marketing essentials

Websites

Search Engine Optimisation

Additional Techniques

Analytics

Finding Help

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WebsitesWebsites

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planningplanning

In preparing for battle I have always

found that plans are useless, but

planning is indispensable.

Dwight D. Eisenhower

34th president of US

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Plan the sitePlan the site

Uniqueness

Set clear objectives

Understand your users

Identify content

Locate sites you like

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Building an effective websiteBuilding an effective website

Good use of images

Call to action

Easy to read content

Answers questions

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What people see is importantWhat people see is important

First impressions count

email addresses

clean and uncluttered

consistent layout & theme

don’t make me think

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Search Engine OptimisationSearch Engine Optimisation

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uk SEO (Search Engine SEO (Search Engine Optimisation)Optimisation)

The Internet has no such organization - files

are made available at random locations. To

search through this chaos, we need smart

tools, programs that find resources for us.

Clifford Stoll, Silicon Snake Oil, 1995

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How much traffic is Search?How much traffic is Search?

61 billion searches worldwide

37 billion on Google

8.5 billion on Yahoo

2.1 billion on MSN

3/4 of UK search is via Google

32% for two word phrase

27% for three word phrases

1st Page result has a 80% success rateSource: searchenginewatch & BBC website

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Basic SEO tipsBasic SEO tips

Page titles

Page Content

Links

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Make your site friendlyMake your site friendly

Make sure you use the right technologies

© 2008 NB2BC

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uk 5 keys to unlock the Search 5 keys to unlock the Search EngineEngine

Get all your pages indexed

Create more targeted pages

Increase internal links

Increase external links

Don’t SPAM you will be found

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Avoid the followingAvoid the following

Adding into 5,000 directories - automatically

People offering 1st page listings

We understand how Google works…….

I can tell you - but I’ll have to kill you

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Make your site workMake your site work

Google / Yahoo tell you what to do

Follow the basic rules

Create sites that are good for your user

Content rich, Easy to Navigate

Avoid Duplicate Content

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Additional TechniquesAdditional Techniques

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Directories / LinksDirectories / Links

Equivalent of ‘word of mouth’

Use every opportunity

Sites reputation passed on

Investigate your competition

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Develop a link strategyDevelop a link strategy

Identify sites

Set a goal for generating links

Stick to associated sites

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Newsletters & FlyersNewsletters & Flyers

Low cost

Effective communication tool

Targeted customers

Trackable results

Instant results

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How effective are they?How effective are they?

Direct Mail

Mail List (1000) $75

Cost to Mail $1000

Orders 10

Profit $120

Total Profit $1200

Costs $1075

Net $125

Electronic Mail

Mail List $5,000

Cost to Mail $0

Orders 200

Profit $120

Total Profit $24000

Costs $5000

Net $19000

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Blogs & ForumsBlogs & Forums

New trend in web presence

Can provoke interaction

Liked by Search Engines

Many free services

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Why have a blogWhy have a blog

Have something to say and guts to say it

If people are interested in what you say

If you tell the truth

If you can last

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Do people trust blogsDo people trust blogs

63% trust personal posts

26% trust company posts

6% trust corporate blogs

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TestingTesting

Last thing to be carried out

Most important

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Ways to effectively testWays to effectively test

User testing

A / B testing

Multi Variate

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AnalyticsAnalytics

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Why track analytics?Why track analytics?

Insight into how effective the website is

Highlight areas that need improving

Identify search phrases for optimising the site

Show sites that direct traffic to you

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Why track statisticsWhy track statistics

To make changes to the site

Identify weak content

Select keywords that work

Promote content

Improve landing pages

Identify good site links

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Create GoalsCreate Goals

Structured set of actions

• Identify touch points

• Highlight leaving points

• Measure Conversions

Ensure you set clear attainable goals that can be

measured easily

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SegmentationSegmentation

What keywords work

• Analyse the pages visitors land on

What referrers convert

• Use goals to identify good referrals

Which content looses clients

• Is it due to location

Don’t take the raw data as being the whole truthUnless it’s going to get you more money……

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Things to do after today?Things to do after today?

Create objectives for your website

Review page titles and content

Look at splitting pages to increase size

Create and identify sites for links

Develop useful mailing lists

Implement some level of CRM to identify clients

Setup Analytics and define goals

Do something

© 2008 NB2BC

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Free ResourcesFree Resources

Website Planninghttp://www.nb2bc.co.uk/toolboxes/marketing_online/

SEO in Practicehttp://www.nb2bc.co.uk/seo/

IT in Businesshttp://wm.businessitguide.com/self-help/home/

Analyticshttp://www.google.co.uk/analytics