KBB Search and Websites

Getting the most from yourWebsitePresented 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 leavethe house ?Internet sales grew from 9.5% to 12.2% in 2011Average 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/

Jargon:Digital Marketing is full of jargonCommon ones:SEO, PPC, CTR, SEM, IMStop 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.uk3. Content management systems

Wordpress Highly flexible Hosted or custom build Plug-ins Templates Wordpress.com Wordpress.orghttp://wordpress.com

Search Engine MarketingTwo key options:Search Engine OptimisationPay Per Click

PAIDFREE PAID

Who do we search with (international)?

Which factors are important There are two factors which are vital to a successful SEO campaign: – On page optimisation – Link building – Social Signals18

How do Spiders work? • Read pages • Follow links on your page • Place different emphasis on keyword placement19

What’s allowed and what’s not – black hat vs. white hat Search Engine Userhttp://www.mattcutts.com/blog/ramping-up-on-international-webspam/

Keyphrase research

TV gorilla: impact on search volumewww.google.com/ins ights/search/

Seasonal Trends

“Fitted Kitchen”

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 Source: e-consultancy

Writing for Search Engines

Keyword Placement tles • P age Ti L • UR ags • Meta T 1> di ngs <H • Hea ent y Cont • Bod inks • Text L s • A LT Tag27 27

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!31

Body • Primary keywords in 1st paragraph • Check keyword density • Use paragraphs with headings32 32

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

Link buildingPagerank:Part of Google algorithmQuality of linksReciprocal relevancy

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

Link Bait Example37

Analytics packagesMain approach to web analyticsPage taggingCommon features and terminology shared bymost web analytics packagesFocus today on Google Analytics

https://www.google.com/analytics

Key measurementsSource of trafficSearch engine, email campaign, direct?Volume of trafficVisitors, unique visitors, page viewsQuality of trafficReturning visitors, length of stay, bounce rateGoal conversion of trafficSales, enquiries, advert clicks, sign-ups

Traffic sourcesMeasures effectiveness of marketing campaignsSearch engine rankingsEmail campaignsOffline marketing (direct traffic)Directory listingsAdwords campaigns

Bounce rateBounce = visitors who enter and exit site onsame pageExample

Time on siteLong time spent on site/ high average pageviews per visitorPositive?Engaging contentInterested visitorNegative?Difficult to navigateUnclear conversion path

ConslusionsThink about what the users wantsMake sure you’re appearing in the search enginesSetup analytics and understand your visitors

Thankyoudanielrowles@me.com@danielrowleswww.targetinternet.com

KBB Search and Websites

by Daniel Rowles

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