Using The Web To Extend Your Reach

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Presented to a business audience for UK Trade & Investment.

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Using The Web To Extend Your Reach

  1. 1. Using the Web to Extend Your Reach Garry Neale garry.neale@impexus.co.uk www.impexus.co.uk 1
  2. 2. Why are we here? • Basic principles of using a website as a business tool with particular reference to international trade. • Appropriate for business managers who: – develop and maintain their own websites; – need to discuss their requirements with internal or external web developers. 2
  3. 3. Agenda • Purpose – Why do I need a website? • Content – What goes on my website? • Presentation – What will my visitors see? • Search – Who will find my website? 3
  4. 4. Why do I need a website? “I need a website because….well …everybody else has one!” 4
  5. 5. Why do I need a website? • To promote brand • To sell product or service online • To acquire distributors or franchisees • To advertise product or service • To build customer relationships • To provide support 5
  6. 6. Why do I need a website? Contact form Call to Free download Action! Get in touch Enter draw 6
  7. 7. Agenda • Purpose – Why do I need a website? • Content – What goes on my website? • Presentation – What will my visitors see? • Search – Who will find my website? 7
  8. 8. What goes on my website? • Killer not Filler “Your customers have a small set of words that summarize what they care about. Find those words and you’re half way to success.” Gerry McGovern • Images where appropriate • Animation, video, sound. 8
  9. 9. Agenda • Purpose – Why do I need a website? • Content – What goes on my website? • Presentation – What will my visitors see? • Search – Who will find my website? 9
  10. 10. Unlike the printed page Your website does not have total control of: • Fonts • Choice of browser • Screen resolution • Browsing device 10
  11. 11. Browser Market Share Source: http://www.netapplications.com 11
  12. 12. Screen resolutions Source: http://www.netapplications.com 12
  13. 13. Average screen resolution, worldwide Source: Modern Life (http://modernl.com) 13
  14. 14. Agenda • Purpose – Why do I need a website? • Content – What goes on my website? • Presentation – What will my visitors see? • Search – Who will find my website? 14
  15. 15. What search engines like • Content created for visitors, not for search engines. • Site maps • Qualified inbound links • Unique and meaningful page titles • Unique and meaningful page descriptions 15
  16. 16. What search Engines don’t like • Link schemes and automated queries. • Multiple pages with substantially duplicate content. • Keyword stuffing • Invisible text • Cloaking You can resubmit your site to Google 16
  17. 17. Search Engine Market Share Source: http://www.netapplications.com 17
  18. 18. Google market share trend Share 82% 81% 80% 79% 78% 77% 76% 75% Source: http://www.netapplications.com 18
  19. 19. Mobile search Engine market share Source: http://www.netapplications.com 19
  20. 20. Search Engine Market Share Source: http://www.netapplications.com Source: Enquiro Research 20
  21. 21. SEO basics Example: you are marketing your new product “Lawn Tonic”. 1. Brainstorm for search terms 2. Lawns, lawn treatment, lawn weedkiller, lawn moss killer, lawn tonic, greener lawn. 3. Google Keyword Tool (or other). 4. Identify top few search phrases. 21
  22. 22. Results from an SEO tool Search phrase Monthly average Search phrase Monthly average lawn killer 5400 lawn 1000000 lawn mowing 5400 grass 550000 new lawn 5400 lawn mower 368000 seed lawn 5400 garden lawn 201000 green lawn 4400 weeds 110000 lawn spreader 4400 lawns 33100 repair lawn 4400 lawn care 14800 lawn and garden 3600 lawn turf 8100 lawn weed 3600 lawn grass 6600 lawn damage 2900 feed lawn 5400 Brainstorm results: Lawns, lawn treatment, lawn weedkiller, lawn moss killer, lawn tonic, greener lawn. 22
  23. 23. Using keywords • Try to include 5 top keywords per 100 words of page content. • Create page titles with keywords • Use keywords to create keyword meta tags • Use key words to create description meta tags. 23
  24. 24. Geographic targeting 24
  25. 25. Using the Web to Extend Your Reach Garry Neale garry.neale@impexus.co.uk www.impexus.co.uk 25

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