Getting the most from your Website

Presented byDaniel Rowles

Who Am I? Econsultancy Trainer and Consultant Trainer/Consultant for IAB and CIM 14 Years experience in digital marketing Both client and agency side

Clients like Vodafone, BBC, MasterCard, Boots, DuPont, Warner Bros, Lego, Tesco, John Lewis

Domestics 1 Hour

• Websites and User Experience• Developing and Managing Your Site• Search Engine Optimisation• Analytics and Getting the Most from Your Site

Handouts Questions

Show of Hands?

Has a website currently? Sells directly through their site? Search optimisation? Uses analytics? Uses Facebook/Twitter for business?

Digital Marketing in Perspective

82% of consumers research products before they leave the house

Internet sales grew from 9.5% to 12.2% in 2011

Average website visit duration is just under 3 minutes

Average webpage visit is 59 seconds

All Stats from http://www.google.co.uk/intl/en/landing/internetstats/

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Jargon:

Digital Marketing is full of jargon

Common ones: SEO, PPC, CTR, SEM, IM

Stop me! Shout out!

What Designers Build

What Users See

Scanning

E or F Petterns

http://www.useit.com

Keeping your site legal with good accessibility

Do websites impede the disabled?“…the provision of goods, facilities and services“

Does the DDA apply to websites?

The Code of Practice specifically mentions websites

How is it judged?W3C Accessibility guidelines

www.w3c.org

Who has the best alt text?

Creating Websites1. Bespoke development2. Online Systems

1. 1and1.co.uk

3. Content management systems

Wordpress

http://wordpress.com

Highly flexible

Hosted or custom build

Plug-ins

Templates

Wordpress.com

Wordpress.org

Search Engine Marketing Two key options:

Search Engine Optimisation Pay Per Click

FREE PAID

PAID

Who do we search with (international)?

There are two factors which are vital to a successful SEO campaign:– On page optimisation– Link building

–Social Signals

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Which factors are important

• Read pages• Follow links on your page• Place different emphasis on keyword placement

How do Spiders work?

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Search Engine User

What’s allowed and what’s not – black hat vs. white hat

http://www.mattcutts.com/blog/ramping-up-on-international-webspam/

Keyphrase research

TV gorilla: impact on search volume

www.google.com/insights/search/

Seasonal Trends

“Fitted Kitchen”

Source: e-consultancy

How many words? Over 50% of searchers are using keyphrases

with 3 words or longer Around 30% of users search with 2 word

phrases Only 13% search with one word keyphrases

Writing for Search Engines

• Page Titles

• URL

• Meta Tags

• Headings <H1>

• Body Content

• Text Links

• ALT Tags

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Keyword Placement

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http://jacknadel.co.uk/

Page title Highly important Need to be unique Use primary keyphrases Given greatest weight in SE’s Match the page content 60 characters or less Keep important words at the front

Search Engine Results Page (SERPs)

Good and Bad Page Titles Same Agency, Same Company, Different Titles 1 Great, 1 Terrible!

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• Primary keywords in 1st paragraph• Check keyword density• Use paragraphs with headings

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Body

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Text links Use keyword strong links Enhances relevance of the target page

Read about Anchor Text Read about Anchor Text here..

Link building Fundamental part of SEO Includes internal linking structure within your

site PageRank should be used only as a guide to

the popularity of you site

Pagerank:

Part of Google algorithm

Quality of links

Reciprocal relevancy

Link building

Elliance, Inc (2007): www.elliance.com Available at: http://www.bpodr.co.uk/blog/a-quick-guide-to-link-bait

Link Bait Example

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Analytics packages Main approach to web analytics Page tagging

Common features and terminology shared by most web analytics packages

Focus today on Google Analytics

https://www.google.com/analytics

Key measurements

Source of traffic Search engine, email campaign, direct?

Volume of traffic Visitors, unique visitors, page views

Quality of traffic Returning visitors, length of stay, bounce rate

Goal conversion of traffic Sales, enquiries, advert clicks, sign-ups

Traffic sources Measures effectiveness of marketing campaigns Search engine rankings Email campaigns Offline marketing (direct traffic) Directory listings Adwords campaigns

Bounce rate Bounce = visitors who enter and exit site on same page

Example

Time on site Long time spent on site/ high average page views per visitor Positive? Engaging content Interested visitor

Negative? Difficult to navigate Unclear conversion path

Conslusions Think about what the users wants Make sure you’re appearing in the search engines Setup analytics and understand your visitors

Thankyou

danielrowles@me.com@danielrowleswww.targetinternet.com