An overview for small business owners on getting more out of your website, ideas on how to turbo charge your site with on-page and off-page activities.

1. Turbo charge your website
Presented by:
Lionel Bunting
Director, Atelier Eighty Two Limited
Senior Lecturer in Marketing, University of Chichester
© Lionel Bunting, 2013

2. Most of us see websites, online marketing & search engine optimisation as this,
a jumble of technical stuff but not sure what it all means or does.
Image source: SEO Book
© Lionel Bunting, 2013

3. Improve your online presence
consider all the off-page activities to raise your profile &
generate better quality traffic to your website
Image source: SEHabitat
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4. What about all the things you can do on-page
Ensure you have relevant page titles, descriptors, header
tags, keywords, image tags & text alt, unique content & at
least 15% text to image ratio
Image source: SEOForBeginners
© Lionel Bunting, 2013

5. AIDA
Attention
Interest
Desire
Action
Cant reach all the consumers out there, need
to segment the market and focus on
generating suitable visitors & funnel them
through to a positive exit point
Image source: LeadFormix
© Lionel Bunting, 2013

6. Break down the market and focus on suitable segments
with specific approach to each segment
Image source: Readers Digest
© Lionel Bunting, 2013

7. Tailor your off-page and on-page activity to your
audience & aim for a concentrated marketing
campaign – you might run multiple campaigns
alongside each other
Image source: Readers Digest
© Lionel Bunting, 2013

8. What is the title of your story?
What is the description?
Salient points
You have to appear better than the competition – competition
analysis to see what they do well and what they do badly, find
weaknesses where you can offer a better product/service
opportunity
Make sure your story works from keyword searches through
title & descriptor with on-page and off-page content to hook
the reader & move them on through the site to the desired
outcome
© Lionel Bunting, 2013

9. Cover
Look relevant 
Keyword 
Interest 
Offer 
……click on into
the book
© Lionel Bunting, 2013

10. Integrate things like social media feeds and shares
Become experts with user guides & customer centric with
customer reviews
Create interest & buy in with things like newsletters,
freebies and competitions
Establishing your credentials – make it easy to find info
about you and reason why to do business with you
© Lionel Bunting, 2013

11. Image source: emarkerter
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12. A/B Split – trial newsletter or emailer headlines to see which
one works the best – e.g. Biggest ever sale or 50% off 100’s
of products – send the rest of campaign A to all data list
Write compelling copy – work it from the perspective of the
consumer - what's in it for me!
Use landing pages to help tailor content & assess what is
more popular/relevant content
Can use A/B splits on your pay per click ads as well
© Lionel Bunting, 2013

13. What are your objectives? Are you aiming to get
visitors, do you want sales, do you want them to hit
squeeze pages or reach jump off points? Did they hit
the target?
Use analytics tools to see how you are doing & if you
are achieving your objectives
Image source: teamly
© Lionel Bunting, 2013

14. Other tools
Use Analytics in combination not isolation
Webmaster tools
Keyword generator
Google AdWords
Yahoo PPC
MajesticSEO
SEOmoz
Pagerank & nextomn or seoptimer
Back link tools
Link & site search eg.
link:walkandtravel.com -site:www.walkandtravel.com
© Lionel Bunting, 2013

15. Don’t focus just on the on-page aspects of
your site give more emphasis to off-page
activities
Image source: paultherond
© Lionel Bunting, 2013

16. Focus on sticky content – don’t give
up, even if people don’t look at your
videos often or read your latest news
stories – search engines will be!
Keep clear objective and work towards
these – continually review what you
are doing and whether the medium is
right for your audience
Image source: Designmodo
© Lionel Bunting, 2013

17. Image source: Keepcalm-o-matic
© Lionel Bunting, 2013

18. Lionel Bunting
_@atelier82
uk.linkedin.com/in/atelier82/
© Lionel Bunting, 2013