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Micro and Small Business Website Owners face more challenges than Company's with bigger budgets and brands that are already well known. When it comes to putting up a Website to support their small business many have not thought through all the steps needed to implement a website that will actually change the bottom in their business. If you already have a website, and you feel it is not performing as it should, this slide show presentation will give you some food for thought to assist in your decision as to whether you should seek help first. ICTADVISOR based in Scotland have helped businesses achieve multimillion pound turnover with their websites. Taking the company through research, planning, design, implementation and then of course marketing . Take a look through this presentation delivered to business owners in the Lanarkshire region of Scotland during January 2014 and find out whether you should consider having a chat.
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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: [email protected] | [email protected]: www.onlinexcellence.com | www.ictadvisor.com