Marketing Your SMALL BUSINESS

WEBSITEAre You Achieving OnlineXcellence? Is Your Website Making You Money?

A PRESENTATIONDELIVERED TO DELEGATES

THISTLE HOTEL GLASGOW MARCH 2014

Your presenterBrian MathersDirector ICTADVISOR LTD

Real World Internet Marketing Practitioner

Helping Websites WIN and MAKE MONEY

Our Collaborative Partners

If Your Website Was A RACING CAR

Is It Winning Races?Are You Using Wrong Marketing Fuel?

– Or – Have You Built the Wrong Racing Car?

ARE YOU FEEDING GOOGLE’S PETS?DO YOU KNOW WHICH ONE’S NEED FEED?

LEARN HOW TO FEED THESE ANIMALS

PANDA – HUMMINGBIRD - PENGUIN

PANDA DEFINITION

The change aimed to lower the rank of "low-quality sites"

or "thin sites“

and return higher-quality sites near the top of the search results.

PENGUIN DEFINITION

Aimed at decreasing search engine rankings of websites violating Google’s Webmaster Guidelines

keyword stuffing,cloaking (Sneaky redirects/Doorway Pages)participating in link schemes (excessive link

exchanging, building partner pages just for the sake of cross linking), deliberate creation of duplicate content,

and other stuff....

HUMMINGBIRD DEFINITION

The World Informed September 2013At Google’s Official Birthday (15 Years Old)

Google Started the Algorithm 30 August 2013 Search can be a More Human Way To Interact With Users and Provide a More Direct Answer

HUMMINGBIRD TELL ME AGAIN!

Think of a Car, built in the 1950sIt Might Have a Great Engine

But the Engine might lack things like Fuel Injection or unable to use unleaded Fuel.

Google has dropped the OLD ENGINE Out of the Car And Put in a New One.

Google DRAMATICALLY last updated its Algorithm 2001

THIS IS A BRAND NEW ENGINE withsome OLD PARTS like – Panda & Penguin

WHAT WEBSITE FUEL IN 2014 TO PUT IN YOUR

WEB MARKETING TANK

WHOSE ALL COMPETING IN YOUR RACE?

WEBSITE LANDING PAGES = GOALS

YOUR PRIMARY GOAL

TRAFFIC + CONVERSION = SALES ADDS TO PROFITS

OPTIMISING CONTENT for DISCOVERY & CONVERSION

YOU MUST HAVE A WEB PAGE MARKETING DISCIPLINE

SEO IS A COMPONENT OF THE BROADER TOPIC – SEARCH MARKETING

SEARCH MARKETING MEANS HAVING A WEBSITE STRATEGY

WEB STRATEGY WORKS IF YOU UNDERSTAND INTERNET MARKETING

INTERNET MARKETING = CONVERSION - GIVING PEOPLE THE RIGHT CONTENT WITH THE RIGHT OFFER AT THE RIGHT TIME

SEO IS DEAD

LONG LIVE OC/DC

A RECENT CLIENT CASE STUDYEcommerce website launched beginning 2013 – not ranking or traffic for 1 YEAR, Engaged with us January 2014

Results paid off 9 weeks later putting in Place Common Sense Search Marketing Tactics on a limited budget

YOUR MARKETING

WHAT IS THE GOAL OF THE WEBSITE

THE NUMBER 1 GOAL

MAKE MONEY

THE 2nd GOALWhat Do People Do On The Site That

MAKES ME MONEY

THE 3rd GOALHow Do I Get More People Do What I

Want Them To Do On The Site ToMAKE ME EVEN MORE MONEY

A MARKETING DISCIPLINE TO DO SEARCH MARKETING NOT SEO –

SEO IS A COMPONENT OF SEARCH MARKETING

SEARCH MARKETING MEANS HAVING A WEBSITE STRATEGY

THE STRATEGY WORKS IF YOU UNDERSTAND INTERNET MARKETING

INTERNET MARKETING – GIVING PEOPLE THE RIGHT PEOPLE THE RIGHT MESSAGE WITH THE RIGHT OFFER AT THE RIGHT TIME

THE GOAL

TRAFFIC + CONVERSION = SALES ADDS TO PROFITS

AnalyzeHow Do We Measure That?

INTERNET MARKETING

that includes

SEO IS ALL ABOUT HAVING

ASTRATEGY

www.kommand.me

www.kommand.me

Have Some BasicKnowledge of HTML

You Drive The Web ProjectNot The Web Designer

MEASURE YOUR

TECHNICAL SEO

How Do Search Engines Work?

A WEBSITE CHAMPION WITHOUT TOO MANY DISTRACTIONS

TO WORK ON YOUR WEBSITE

A WEBSITE CHAMPION WITH COMMITMENT & DETERMINATION

SETUPDASHBOARDS

TO SUIT YOUR

NEEDS

SORTOUT

YOUR LOCAL

POSITION

Responsible For Developing Content For Your Website?

Feel Like You Are Appreciated in the Role?

Gettting People To Read The Content You Want them to Read?

How Many of You Are:

Not Everybody Comes To Your Website For The Same Reasons

Break Down MotivationsWhy Did Someone Come to The Website?

What Were They Looking For?

Approach To Creating Content

www.pro-scot.com/driving-lessons/areas-covered/leven

Single domain

Shallow folder structurewith relevant words

Keywords in page name,separated by hyphen

So what are our eyes drawn to?

Heat map

HOWIMPORTANT

IS YOUR

BRAND?

The More You Listen as a

Sales Person

The More You Learn

The More you Learn

The More Intelligently You can Sell

Keywords & Keyword phrases:

Tell us what people are searching for

Allow us to answer queries in the searchers own words

Get more visits by covering the entire buying cycle

Information ArchitectureSearch vs Usability

The According to the Website Standards Association

It will take only ten seconds for a visitor to decide if he/she intends to continue viewing the Website. Wang and Huang argue that it could take as little as fifty milliseconds for a visitor to decide if a Website will satisfy their particular need. Both authors agree that if the visitor does decide to leave the Website based on a bad first impression, the chances are very high that the visitor will in all probability will never return, confirming the importance of Website usability.

FOLLOWING SLIDES Permission OF moz.com

The ‘SEO’ bitTitle

Meta

Body • Headlines• Sub headlines• Hyperlinks• Copy

Another OnlineXcellence

Client WebsiteMaking Money

How to create a keyword matrix

Go Wide

Dig Deep FOLLOWING SLIDES Courtesy OF wordtracker.com

Competitor Analysis

What are You Like on the Mobi

20%600 words = 20% read

more words = 18% read

WEBSITES with RELEVANCYFOR EXAMPLE

1.Who needs what you have?2.How does it make their life better?3.What type of search?

The most important word in your copy?

You

Give me reasons why I should buy from YOUR WEBSITE…

But first…let’s talk about

Features and benefits

Features = fact, what is it

Benefits =

the difference it makes to a customer’s life

The ‘copywriting’ bitPages to write from scratch:

Home page

Sales pages

Pages to edit:

FAQs

About Us

Articles

White Papers

Category pages

Older blog posts

Headline

Benefits

Testimonials

Raising Objections

Call to action

The ‘copywriting’ bit

Scan-ability• Headlines • Meaningful sub-headings • Bulleted lists • Bold words• Attractive Action Graphics

Before making a purchase – Reviews | Testimonials

NOT ONLINE using a CMS you have no way to react?

Important - monitor online what is said about YOU (ALERTS)

Negative Reviews – Pursue resolution methods

All POSITIVE feedback has less effect than 1 coherent NEGATIVE comment

RESPOND to NEGATIVE feedback

NEVER get involved in a FLAME WAR

ALWAYS respond CALMLY and PROFESSIONALLY

How to Handle Online Critics

Looking for Links in 2014

Asking for links is NO LONGER COOL

Creating content and getting NATURAL LINKS

without asking is exciting and fun

LINK BUILDINGANALYSIS

DEEP DIG LINK ANALYSIS

DETAILED LINK BUILDING ANALYSIS

Analyze

FOLLOWING SLIDES Courtesy OF kaushik.net

Google’s Digital Marketing Evangelist, Avinash Kaushik, recommendations

FOCUS ON 4 MEASURES TO HELP IMPROVE YOUR ONLINE MARKETING EFFORTS:

Cost per acquisition

Bounce rate

Abandonment rates

Conversion rates

ANALYTICS - WHAT SHOULD YOU REALLY MEASURE?

BOUNCE RATE

When you find content with a high bounce rate, ask yourself:

•Find your Bounce Rate Report Here

•Are you targeting the wrong audience?

•Are you delivering the wrong content for your audience?

•Are you doing enough to get traffic circulating through your site?

•Is your page badly designed? ie, is it unappealing or difficult to navigate?

ABANDONMENT RATES

Lots of people visit your site wanting something from youBut, for a variety of reasons, they’ll click away before making a CTA

•Perhaps they’re worried about you spamming their email address?•Maybe parts of your site are difficult to navigate?•Perhaps your page proposition isn’t clearly stated?•Whatever the reason these visitors are leaving, but keen to interact with someone?•Some changes to your site and it could be you•What have your GOAL PAGES to achieve?•The highest piece of work is to Optimise the Page for CONVERSION

CONVERSION RATES

Make sure you’re aware of – and always try to improve – CR’s

If your site’s generating more than a few Enquiries/Sales a month, create an

ADVANCED SEGMENT in Google Analytics

ADVANCED SEGMENT allows you to track your best customers

Helps identify where these customers come from

Helps you focus your marketing towards high-value segments of your audience.

As a rule of thumb, invest in the traffic sources that are generating your best customers.

Compare Conversions Average Conversion Rate = 2.2%

Homepage #3

• 2,682 search visitors• 22% Bounce Rate• 1.8% conversion rate • = 48 Conversions

Category Page #12

• 1,007 search visitors• 13% Bounce Rate• 4.3% Conversion Rate • = 43 Conversions

SOCIAL SITES TRENDING IN THE UK?

• Financial Turnover to achieve from Sales – Weekly | Monthly?

• Website Visitors – Daily | Weekly | Monthly?

• Page Call To Action – Buy | Ring Back | email from prospect?

Your Online Business Objectives to achieve OnlineXcellence

•Measure & Audit Your Website – Regularly

•Plan every Page and Marketing Campaign

•Benchmark Page Performance Results

•Set and manage metrics and targets

• Be dedicated and commit sufficient time to do:

SEOKeyword research & Competitor Analysis

Page authoringLink building

Analytics

Typical evolutionary processes

• Engagement • Consultation• No clear Goals • Growth

Thank YouICTADVISOR Ltd Your OnlineXcellence Partner Glenrothes | Glasgow Tel: 01592 745992 | 0141 340 9979 Email: enquiries@onlinexcellence.com | info@ictadvisor.comWebsite: www.onlinexcellence.com | www.ictadvisor.com