Does Your Website Win Races

Cars is a 2006 American computer-animated comedy-adventure sports film produced by 

Pixar Animation Studios, and directed and co-written by John Lasseter and released by 

Walt Disney Pictures. 

The MovieCARS

Sees the Good Guy

Win The RaceNow

Picture Your Website

AsA Racing Car…

If Your Website Was A CarIs It Winning Races?If Not Is It Using The Wrong Fuel?

Did You Build the Wrong Car?

Your presenterBrian MathersDirector ICTADVISOR LTD

Real World Internet Marketing Practitioner

Helping Websites WIN and MAKE MONEY

Meet Our TRACKSIDE MECHANICS

Helping YOU Website WIN Races

MEET YOUR CO-DRIVERS FOLLOW THEIR ADVICE

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.

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

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....

THE FUEL YOU NEED IN 2014 TO WIN AT WEB MARKETING

WHO IS COMPETING IN MY RACE?

YOU MUST HAVE A MARKETING DISCIPLINE

BE A WEBSITE CHAMPION

BUT KEEP DISTRACTIONS TO MINIMUMWORK ON YOUR WEBSITE

THE QUALITIES OF A WEBSITE CHAMPION

COMMITMENT & DETERMINATION

WHAT ARE YOUR WEBSITE GOALS?

THE NUMBER 1 GOALMAKE MONEY

THE 2nd GOALWhat Do People Do On The Site That

MAKES ME MONEY

THE 3rd GOALHow Do I Get More Visitors Do What I Want Them To Do On The Site To

MAKE 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 FORMULA

TRAFFIC + CONVERSION = SALES ADDS TO PROFITS

AND YOUR OBJECTIVE IS…….

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

INTERNET MARKETING

that includes

SEO IS ALL ABOUT HAVING

ASTRATEGY

How Do We Measure That?

Analyze

How Do Search Engines Work?

OVERALL, USERS CLICKED ON ONE OF THE TOP 3 RESULTS 68% OF THE TIME:

Result 1: 48 percent

Result 2: 12 percent

Result 3: 8 percent

Remainder: 32 percent

BRANDED SEARCHES, TOP SEARCH RESULT OVERWHELMINGLY RECEIVED THE MOST CLICKS

– MAKES SENSE!

Result 1: 80 percent

Result 2: 6 percent

Result 3: 4 percent

Remainder: 10 percent

NON-BRANDED SEARCHES, SEARCHERS MORE WILLING TO GO BEYOND THE TOP 3 RESULTS

Result 1: 35 percent

Result 2: 15 percent

Result 3: 11 percent

Remainder: 39 percent

GOOD NEWS FOR SITES THAT DON’T HAVE THE LUXURY OF RANKING IN 1 OF THE TOP 3 SPOTS

THERE’S TRAFFIC & MONEY IN THAT 39% (POSNS 4-10) TO BE HAD IF YOU CAN GET YOUR SITE ON PAGE 1

Organic VS Paid Search Results

NATURAL CTRs BY VERTICAL. THE HIGHEST CTRs ON THE TOP 3 RESULTS WERE ON SEARCHES FOR

AIRLINES | BROADCAST MEDIA | CAR MANUFACTURERS,

THE LOWEST CTRs FOR THE FIRST 3 POSITIONS

CURRENT EVENTS/NEWS HOME AND GARDEN COMPUTERS & CONSUMER ELECGTRONICS

PAID SEARCH RESULTS & CLICK-THROUGH RATES – WHO ARE THOSE 6% CLICKING ON PPC ADS

WOMEN (53%)

MEN (47%)

AGE IS ALSO A FACTOR

YOUNGER SEARCHERS (35%) LESS LIKELY TO CLICK ON PAID ADS

35% OF ADS CLICKED ON BY SEARCHERS AGED 34 OR YOUNGER

AS AGE INCREASES, SO DOES THE NUMBER OF PEOPLE CLICKING ON THOSE ADS

(65 %) OF AD CLICKS COME FROM SEARCHERS AGED 35 OR OLDER

GOOGLE VS BING

GOOGLE IS CROWNED THE “CLEAR LEADER” WITH A 91% SUCCESSFUL SEARCH RATE

BING’S PERCENTAGE OF SUCCESSFUL SEARCHES (76%)

Organic VS Paid Search Results

Have Some BasicKnowledge of HTML

Having a Little Knowledge Helps When Dealing with

Web Designers

You Drive The Web ProjectNot The Web Designer

What Tools Do You Need?What Dashboards To Monitor?

TECHNICAL SEO

What are You Like on the Mobi

So – Website Dashboards-Check√Lets Go Win Races

FUEL – What! – How Much £££££?

Cars Won’t Go Far Without Paying for

FUELThe Same Goes for you Website

Have Adequate

Funds Especially in

Year 1

YOUR Most Important FUEL

Responsible For Developing Content For Your Website?

How Many of You Feel Like You Are Appreciated in the Role?

How do We Get People Read The Content we 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

The More You Listen as a

Sales Person

The More You Learn

The More you Learn

The More Intelligently You can Sell

HOWIMPORTANT

IS YOUR

BRAND?

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

Single domain

Shallow folder structurewith relevant words

Keywords in page name,separated by hyphen

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 Courtesy of Rand Fishkin @MOZ

How to create a keyword matrix

Go Wide

Dig Deep

WORDTRACKER KEYWORD TOOL

GET A 7 DAY FREE TRIAL

www.ictadvisor.com/wordtracker-W21page-125-

Competitor Analysis

20%600 words = 20% read

more words = 18% read

The AVG Web Page Content Read

Content is not Just Writing Content

Nor Just Developing It

It’s How You Present that Content

1.Who needs what you have?2.How does it make their life

better?3.What type of search?4.See How Pages Convert Learn

from Big Brand Sites

The most important word in your copy?

Youi.e. You and Your Business will benefit from

the following…….

Give me reasons why I should buy from

YOU…

Let’s talk about ‘weaving’

Features and Benefits

Into your Content

Features = fact, what is it

Benefits =

The Difference it makes to a customer’s life

Keywords & Keyword PhrasesThey tell us what people are searching for

They allow us to answer queries in the searchers own words

Helps get more visits by covering the entire buying cycle

The ‘SEO’ bitTitle

Meta

Body • Headlines

• Sub headlines

• Hyperlinks

• Copy

Page Content Scan-ability

• Headlines(Big & Bold)• Meaningful sub-headings • Bulleted lists • Bold words• Attractive Action Graphics

Pages 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 Landing Page Roadmap

The ‘CopyWriter’

There is no doubt, Heather, is the

BEST ‘CopyWriter we Know

Personally!

• Even Without an Online Presence YOU can still be effected

• Before Buying Visitors Read Reviews | Testimonials

• Being ONLINE Gives You a Way To React

• Monitor What is Said About YOU – Its Important

• Negative Reviews – Pursue resolution methods

• All Positive Feedback has less effect than 1 coherent Negative Comment

• Respond to Negative Feedback, but, NEVER get involved in a Flame War – Always respond Calmly and Professionally

How to Handle Online Critics

Link Building in 2014

Asking for LINKS is Dull and Tedious

Creating CONTENT to get LINKS without asking is exciting and fun!

LINK BUILDINGANALYSIS

Your Power Compared to Your Competitor

DEEP DIG LINK ANALYSIS

DETAILED LINK BUILDING ANALYSIS

WHAT THE DATA LOOKS LIKE UP CLOSE

Analyze

Compare Conversions Average Term 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

AvinashKaushik

An American entrepreneur, author and public speaker.

In his writing and speaking Avinash Kaushik has championed the principle of aggregation of marginal gains, and

encouraged the pursuit of simplifying perceived complexity in the field of data analytics.

ICTADVISOR have had the opportunity on a number of occasions in both the USA and UK to learn from probably the

most influential Web Analyst we have in this industry.

SOCIAL SITES TRENDING IN THE UK 2013

Time Management Efforts – Google Or Social?

Video is 50 times more likely to get first-page ranking than a text page - “On the keywords for which Google offers video results, any given video in the index stands about a 50 times better chance of appearing on the first page of results than any given text page in the index” – Greg Jarboe SES 2010

WHAT ABOUT VIDEO?

• 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