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Slide 1: Delivering traffic to your website Download slides from http://goo.gl/q4Uo Andy Poulton Business Adviser ICT 1
Slide 2: Making the most of your website Agenda • • • • • Introduction So how big is the internet really? Search Engine Marketing What else is there? Close Download slides from http://goo.gl/q4Uo 2
Slide 3: Introduction – Andy Poulton Business Link Adviser – ICT Specialist Download slides from http://goo.gl/q4Uo 3
Slide 4: 140 120 121 100 80 88 60 64.3 40 £ Bn 46.6 29.8 20.4 20 0 2005 2006 2007 2008 2009 2010 Source IMRG Download slides from http://goo.gl/q4Uo 4
Slide 5: The 2 most common questions I don’t think my website’s working for me, what can I do? How do I get more people to visit my website? Download slides from http://goo.gl/q4Uo 5
Slide 6: 1 Answer How is your website performing right now? Download slides from http://goo.gl/q4Uo 6
Slide 7: Website performance – what you need to know • How many visitors does your site attract? • What do they do whilst they are there? • How many pages do they look at? • How long do they spend on the site? • How does this compare against the targets set for the site? • How many conversions occur? • • • • Sales Email contact Subscription Calls Download slides from http://goo.gl/q4Uo 7
Slide 8: Typical Web stats Download slides from http://goo.gl/q4Uo 8
Slide 9: www.google.com/analytics Download slides from http://goo.gl/q4Uo 9
Slide 10: Is this better? Download slides from http://goo.gl/q4Uo 10
Slide 11: www.google.com/webmaster Download slides from http://goo.gl/q4Uo 11
Slide 12: Is your business ready? Do you have • Phone systems in place to deal with calls? • People to deal with enquiries? • Stock to deal with uplift in orders? • Logistics in place to deliver on new orders? • Cashflow to meet increased demand? Download slides from http://goo.gl/q4Uo 12
Slide 13: Low conversion % then let’s look at your site Download slides from http://goo.gl/q4Uo 13
Slide 14: Is your site ready? Is it • Fast to load? • Easy to Navigate? • Loaded with compelling and relevant content? Download slides from http://goo.gl/q4Uo 14
Slide 15: Yes? OK – We’re at the starting gate Download slides from http://goo.gl/q4Uo 15
Slide 16: Great conversion % then let’s look building visitor numbers Download slides from http://goo.gl/q4Uo 16
Slide 17: Search Marketing Download slides from http://goo.gl/q4Uo 17
Slide 18: First - go and register with DMOZ www.dmoz.org Download slides from http://goo.gl/q4Uo 18
Slide 19: 90% of searches conducted on top 4 search engines Bing 10% Yahoo 12% Ask 4% Google 72% 1 2 3 4 Download slides from http://goo.gl/q4Uo 19
Slide 20: Why Optimise your Site? Download slides from http://goo.gl/q4Uo 20
Slide 21: Why Optimise your Site? Fewer than 50% of Google users go beyond page 1 Less than 10% go beyond Page 2 Download slides from http://goo.gl/q4Uo 21
Slide 22: Search Engine Optimisation (SEO) The art of making web pages “search engine friendly” On-site Optimisation • Understanding how your customers are looking for YOU [key words/phrases] • Understanding WHERE the search engines look on your pages • Ensuring the KEY WORDS/PHRASES are available in the places the search engines look Download slides from http://goo.gl/q4Uo 22
Slide 23: Search Engine Optimisation (SEO) The art of making web pages “search engine friendly” Off-site Optimisation • Understanding how other factors can INFLUENCE the search engines and how YOU can use these to YOUR advantage Download slides from http://goo.gl/q4Uo 23
Slide 24: What’s the big secret? Do the right things right There Isn’t one! and get the right results Download slides from http://goo.gl/q4Uo 24
Slide 25: What’s the big secret? Probably the most important content on your web site Download slides from http://goo.gl/q4Uo 25
Slide 26: Choosing Keywords • Think like a customer • Think laterally • Brainstorm Keywords • Ask everyone • Search using your keywords and see what appears • Use the free Google keyword tool Download slides from http://goo.gl/q4Uo 26
Slide 27: Where do they go? Download slides from http://goo.gl/q4Uo 27
Slide 28: Where to place Keywords HTML Page Title HTML Title • This is what will be catalogued - about 80 characters • 3 or 4 keywords • Make each page title relevant to each particular page Download slides from http://goo.gl/q4Uo 28
Slide 29: Where to place Keywords Page Content Download slides from http://goo.gl/q4Uo 29
Slide 30: Where to place Keywords Meta Description Tag • Limit to around 150 characters • Use on every page Download slides from http://goo.gl/q4Uo • Customise for each page 30
Slide 31: Where to place Keywords Alternative Attribute – aka Alt Tag Perry Marshall – Adwords Expert • Every Image needs one • Build Keyword Count • Comply with Disability Discrimination Act - Accessibility Download slides from http://goo.gl/q4Uo 31
Slide 32: Where to place Keywords Name files with keywords • HTML page name - www.perrymarshall.com/google/adwords.htm • Images - adwords-expert.jpg • Keywords for Text Links [Anchor Text] • Header Tags <H1> </H1> Download slides from http://goo.gl/q4Uo 32
Slide 33: Where they go - summary • • • • • • • Page Content HTML Page Title Meta Page Description File / Image Names ALT Attributes Navigation Link Anchor Text URLs Download slides from http://goo.gl/q4Uo 33
Slide 34: What Else Counts? Google will measure your site based on “relevance” • The number of times it is clicked in a search • The number of INCOMING links aka Back-Links Download slides from http://goo.gl/q4Uo 34
Slide 35: Back-Link verification Download slides from http://goo.gl/q4Uo 35
Slide 36: Remember Your web site is for your CLIENTS not the search engines Download slides from http://goo.gl/q4Uo 36
Slide 37: Probably the greatest marketing opportunity known! Download slides from http://goo.gl/q4Uo 37
Slide 38: PPC Results Download slides from http://goo.gl/q4Uo 38
Slide 39: Pay per Click aka PPC, Adwords, Sponsored Links Google Adwords Check out Google Advertising Get Started Today www.google.co.uk www.google.co.uk/adwords 25 characters max 35 characters max 35 Characters max Home page URL Where the click lands Download slides from http://goo.gl/q4Uo 39
Slide 40: Pay per Click – How it works 1st ad on page Bid 30p per click Pay 1p Download slides from http://goo.gl/q4Uo 40
Slide 41: Pay per Click – How it works 1st ad on page Bid 30p per click Pay 3p 2nd ad on page Bid 20p per click Pay 1p Download slides from http://goo.gl/q4Uo 41
Slide 42: Pay per Click – How it works 3rd ad on page Bid 50p per click Pay 5p 1st ad on page Bid 30p per click Pay 3p 2nd ad on page Bid 20p per click Pay 1p Download slides from http://goo.gl/q4Uo 42
Slide 43: The genius that is CTR CTR = Click Through Ratio = the % of Clicks against Impressions Impressions (number of time your ad is displayed) Clicks (number of times your ad is clicked on) 1% is so-so to OK 2% is OK 3% and above is doing well Download slides from http://goo.gl/q4Uo 43
Slide 44: Pay per Click – How it works The impact of Quality Score CTR 3% 3 x bid 20p = 60 Pay 1p CTR 1% 1 x bid 50p = 50 Pay 5p CTR 1.5% 1.5 x 30p = 45 Pay 3p 2nd ad Download slides from http://goo.gl/q4Uo 1st ad 44
Slide 45: So how can we improve the CTR? Download slides from http://goo.gl/q4Uo 45
Slide 46: Pay per Click – Champion & Challenger % served CTR Clicks Impr. 53% 1085 22,849 4.75% 47% 476 20,262 2.35% Download slides from http://goo.gl/q4Uo 46
Slide 47: What else is there? Download slides from http://goo.gl/q4Uo 47
Slide 48: Email Marketing Download slides from http://goo.gl/q4Uo 48
Slide 49: Download slides from http://goo.gl/q4Uo 49
Slide 50: Download slides from http://goo.gl/q4Uo 50
Slide 51: Download slides from http://goo.gl/q4Uo Business Networks 51
Slide 52: TWITTER Download slides from http://goo.gl/q4Uo 52
Slide 53: Download slides from http://goo.gl/q4Uo 53
Slide 54: Resources • Google Webmaster Resources • Search Engine Watch – everything you need to know about SEO • SeoMoz – SEO information and resources • Google Keyword Tool – choose relevant keywords • Drayton Bird – Direct Marketing genius • Perry Marshall – FREE Google Adwords course • Cardell Media – Marketing Guru, loads of FREE stuff! • Bruce Clay – More excellent SEO information Download slides from http://goo.gl/q4Uo 54
Slide 55: Andy Poulton Business Link M: 07966 547146 E: andy.poulton@businesslinksw.co.uk http://www.businesslink.gov.uk/southwest/eventspresentations Download slides from http://goo.gl/q4Uo 55