Presented by Sam Shetty

Running a successful website
Who is Netregistry?
• Netregistry is Australia’s largest domain name & web hosting
provider. We are a one-stop-shop to hel...
About Sam - Me
• Career started in IT and then started consulting for startup
businesses
• My belief has always been how t...
Who & Where
Events & Workshops
The Traditional Shopping Process is…

Linear, predictable, analog, brand-controlled
Source: The OPEN Brand: Digital Trends...
The New Purchase Journey is…

Non-Linear, multi-channel, digital, consumer-controlled

Source : The OPEN Brand: Digital Tr...
Buyers complete 60% of their
buying cycle before they contact
your organization.
CEB 2012
Where do you start ?
How do you know what your customers want ?
Different customers need different things
What will drive my traffic ?

*Via Forrester’s
Interactive Marketing
2012 Report
Which one is right for me ?
So - what are my options?
■ SEO - Search Engine Optimisation
■ SEA - Search Engine Advertising
■ SMM - Social Media Market...
What is search engine optimisation?

Search engine optimisation (SEO) is the process of
improving the volume or quality of...
Avoiding the 5 second ‘bounce’

5 seconds

…before a potential customer hits
the ‘Back’ button

Make sure they stay!
Tell ...
SEO setup
•
•
•
•
•
•

Google Analytics
Google webmaster tools
XML sitemap
Google +
Google Alerts
Social media setup
SEO checklist for new sites
•
•
•
•
•
•

Accessibility ( Google webmaster tools)
Keyword targeting (search volume/low diff...
Google Analytics
Your visitors
Keyword Data on Google analytics
Google Analytics measurement
Goal funnel visualization
Measuring Drop outs
GA other Analysis
Keyword research
Keyword research
•

Free tools : Google External keyword tool

•
•
•
•

Paid tools : Word tracker, Semrush, Keyword discov...
Search Engine Optimisation
■
■
■
■
■
■
■
■
■
■
■
■
■
■

Indexing your website
Google analytics
Keyword research (Keyword r...
SEO tools
•
•
•
•
•
•
•
•
•

Google analytics (www.google.com/analytics)
Google webmaster tools (www.google.com/webmastert...
What Do SEOs Believe Will Happen w/ Google’s Use of
Ranking Features in the Future?

While there was some significant cont...
Website Usability
•
•
•
•
•
•

Simple & Easy to use
Design pages for scanning and not for reading
Good, visible, site navi...
SEO Process
Don’t allow 404 errors on your sitemap
SEO 2013
(SEO) Search Engine Optimisation now is …

“Social Engagement Optimisation ( SEO) ”
Combine search & social
How does Google decide ?
SEO of the past
SEO of the future
SEO Table
Ranking is not a business goal
• Being #1 is great, but
if it doesn’t drive
qualified traffic that
doesn’t convert for
bus...
Website speed
• Test site speed all the way through your
funnel, not just the homepage.
My hosting. Why should I bother?

•
•
•
•

Direct impact on your revenue
Customer experience
Repeat customers
Mobile users
Slow website speed cost sales
Website speed
Why does Google + matter
“ Within search results, information tied to verified online
profiles will be ranked higher than ...
SEO chases the algorithm
Keeping up with Google
Hummingbird
In SEO, the Rich Get Richer
Should I outsource SEO ?
•
•
•
•
•
•

Do you have multiple sites ?
Do you have web design skills ?
Are you able to track r...
The SEO pyramid
Social signals

 Google and Bing moving toward social signals
 Matt Cutts (Google)
“Over time, Google will care more abo...
SEO limitations
■
■
■
■
■

Takes longer to get near the top
Google is always one step ahead
Flash websites are much harder...
What is search engine advertising/ PPC

…a form of Internet marketing that seeks to
promote websites by increasing their v...
Why should you consider?
Where should I advertise ?
The process
CPC & Quality score
CPA & Quality score
Is PPC right for me ?
•
•
•
•
•
•
•
•

Does your business have a unique selling point ?
Do you stock products ?
Do you nee...
3 Types of Landing Pages
Before creating a landing page….
•
•
•
•
•
•
•

Business objectives
Know your audience
Visitor action
Entry points
Technic...
What is social media marketing?

Social media marketing is a term that
describes use of social networks, online
communitie...
Search marketing vs. social media marketing

■ Search marketing:
Bringing customers to
your site
■ Social media marketing:...
You might think social media is this
Businesses often ask the wrong question

How can my business sell more by using
social media?
There is a better question

How can I use the social web to help consumers
achieve their goals?
“Social Media Marketing:
Enables Others to Advocate for Your Business Through
Compelling Content”

Image credit: Ian Sane
Social media marketing
How does your audience behave?

73%

…of purchases are first researched
online

■ 69% of Aussie users read blogs
■ 83% hav...
You already have the skills
Social media setup
•
•
•
•
•
•
•

Claim your social profile
Setup up for business page for Social media sites
Make your we...
Questions to get you started ...
1. Why are people interested in your organization or
cause?
2. What content creates conve...
Success on social media
To Blog or not to Blog ?
• Blogs are search engine magnets that can drive traffic to
key areas of your company website.
• ...
Social media market share
Social media is for B2B & B2C
Social media landscape
Why bother
Focus on what you post
Length of the post
Post content
When to post
Frequency of post
Mobile search
Mobile trends
•
•
•
•
•

Mobile growth and device adoption
The word “ mobile” is getting outdated
Tablets will replace maj...
Impact of mobile on your business
Optimise for mobile
Mobile users are different from desktop users
Load time for websites
Load time for Mobile users
Conversion rate optimisation
What is conversion rate ?
What’s your conversation rate ?
CRO factors ?
Methods used for conversion tracking
Website usability tools
•
•
•
•
•

www.crazyegg.com
www.clicktale.com
www.kissmetrics.com
www.ghostrec.com
www.visualwebsi...
Show delivery timescales and charges
Other important factors during checkout
Use a progress bar
Make search prominent
Don’t give customers too many ways to escape
Usability issues
Usability issues
Video works !!
Videos help you sell more
Is your website secure?
• 90% of businesses suffered some sort of
computer hack over the last 12 months
• More than 6,600 ...
My website has been hacked
•
•
•
•
•
•

Blacklisted by Google
Account suspended by hosting provider
Drop in search engine ...
Seriously consider removing registration
Email open rates
Emails on mobile
Conclusion
• Request a consultation
• Upcoming workshops
• Follow me on Linkedin

Thank you !!
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Decworkshop

  1. 1. Presented by Sam Shetty Running a successful website
  2. 2. Who is Netregistry? • Netregistry is Australia’s largest domain name & web hosting provider. We are a one-stop-shop to help businesses get and grow online. • Netregistry also offers email, web design, website security and online marketing solutions • Since launching in 1997, Netregistry has helped over 500,000 Australian business of all sizes grow online. With 1 in 3 Australian domain names are registered with Netregistry. • Netregistry aims to educate business owners through a range of online resources, eBooks and workshops.
  3. 3. About Sam - Me • Career started in IT and then started consulting for startup businesses • My belief has always been how technology and people can bridge together for business, with a focus on innovative software to create a better customer experience. • Worked with Netregistry for the past 8 years. Advising and helping clients with their online strategies. • An active speaker in the small business industry – trade shows, government events and workshops
  4. 4. Who & Where
  5. 5. Events & Workshops
  6. 6. The Traditional Shopping Process is… Linear, predictable, analog, brand-controlled Source: The OPEN Brand: Digital Trends for 2011 by Resource Interactive EC
  7. 7. The New Purchase Journey is… Non-Linear, multi-channel, digital, consumer-controlled Source : The OPEN Brand: Digital Trends for 2011 by Resource Interactive EC
  8. 8. Buyers complete 60% of their buying cycle before they contact your organization. CEB 2012
  9. 9. Where do you start ?
  10. 10. How do you know what your customers want ?
  11. 11. Different customers need different things
  12. 12. What will drive my traffic ? *Via Forrester’s Interactive Marketing 2012 Report
  13. 13. Which one is right for me ?
  14. 14. So - what are my options? ■ SEO - Search Engine Optimisation ■ SEA - Search Engine Advertising ■ SMM - Social Media Marketing
  15. 15. What is search engine optimisation? Search engine optimisation (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via “natural” (“organic” or “algorithmic”) search results. Wikipedia
  16. 16. Avoiding the 5 second ‘bounce’ 5 seconds …before a potential customer hits the ‘Back’ button Make sure they stay! Tell them… ■ Who you are? ■ What you do? ■ Why is it important to them? ■ What to do next?
  17. 17. SEO setup • • • • • • Google Analytics Google webmaster tools XML sitemap Google + Google Alerts Social media setup
  18. 18. SEO checklist for new sites • • • • • • Accessibility ( Google webmaster tools) Keyword targeting (search volume/low difficulty/relevance) Content quality & value Design quality & usability Social media setup ( Claim your name ) Link building strategy
  19. 19. Google Analytics
  20. 20. Your visitors
  21. 21. Keyword Data on Google analytics
  22. 22. Google Analytics measurement
  23. 23. Goal funnel visualization
  24. 24. Measuring Drop outs
  25. 25. GA other Analysis
  26. 26. Keyword research
  27. 27. Keyword research • Free tools : Google External keyword tool • • • • Paid tools : Word tracker, Semrush, Keyword discovery Target Long tail keywords and generic keywords Target 2 to 3 keywords per page Use Google adwords to test your keyword selection
  28. 28. Search Engine Optimisation ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ Indexing your website Google analytics Keyword research (Keyword research report) Competition analysis Site structure Sitemap Local business results On-page optimisation Image optimisation Directory submission Article submission Link building Social media setup Blog
  29. 29. SEO tools • • • • • • • • • Google analytics (www.google.com/analytics) Google webmaster tools (www.google.com/webmastertools) Search Monitoring ( www.dashfolio.com) Keyword research (www.semrush.com) Image search (www.tineye.com) Back links checker ( www.ahrefs.com) SEO browser (http://www.browseo.net/) Google updates (www.moz.com/google-algorithm-change) Google penalty checker (www.fruition.net/sem/user/login)
  30. 30. What Do SEOs Believe Will Happen w/ Google’s Use of Ranking Features in the Future? While there was some significant contention about issues like paid links and ads vs. content, the http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html voters nearly all agreed that social signals and perceived user value signals have bright futures.
  31. 31. Website Usability • • • • • • Simple & Easy to use Design pages for scanning and not for reading Good, visible, site navigation Talk the same language like your users Prioritize the key information( users look for) above the fold Trust & Creditability need to be reinforced
  32. 32. SEO Process
  33. 33. Don’t allow 404 errors on your sitemap
  34. 34. SEO 2013 (SEO) Search Engine Optimisation now is … “Social Engagement Optimisation ( SEO) ”
  35. 35. Combine search & social
  36. 36. How does Google decide ?
  37. 37. SEO of the past
  38. 38. SEO of the future
  39. 39. SEO Table
  40. 40. Ranking is not a business goal • Being #1 is great, but if it doesn’t drive qualified traffic that doesn’t convert for business objectives, then you haven’t done anything.
  41. 41. Website speed • Test site speed all the way through your funnel, not just the homepage.
  42. 42. My hosting. Why should I bother? • • • • Direct impact on your revenue Customer experience Repeat customers Mobile users
  43. 43. Slow website speed cost sales
  44. 44. Website speed
  45. 45. Why does Google + matter “ Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance." – Eric Schmidt
  46. 46. SEO chases the algorithm
  47. 47. Keeping up with Google
  48. 48. Hummingbird
  49. 49. In SEO, the Rich Get Richer
  50. 50. Should I outsource SEO ? • • • • • • Do you have multiple sites ? Do you have web design skills ? Are you able to track results ? Do you time to write articles ? Are you able to acquire links for your website ? Can you afford to spend 20 hours a month? What is 20 hours of your time worth ..???
  51. 51. The SEO pyramid
  52. 52. Social signals  Google and Bing moving toward social signals  Matt Cutts (Google) “Over time, Google will care more about identity and social reputation.”  Duane Forrester (Bing) “Social and links will hit an equilibrium. Social gives you insight into the psychology of individuals and groups. There are a lot of people working to figure out social signals at Bing. Social reveals intent, we’ll see how it influences search.”  Maile Ohye (Google): “To rank well, provide an awesome product or service, then attract buzz: natural links, +1s, likes, follows, shares…”
  53. 53. SEO limitations ■ ■ ■ ■ ■ Takes longer to get near the top Google is always one step ahead Flash websites are much harder to optimise High competition for the best keywords Difficult to rank high for generic keywords Is there something else I can use to get around these problems?
  54. 54. What is search engine advertising/ PPC …a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion. Wikipedia
  55. 55. Why should you consider?
  56. 56. Where should I advertise ?
  57. 57. The process
  58. 58. CPC & Quality score
  59. 59. CPA & Quality score
  60. 60. Is PPC right for me ? • • • • • • • • Does your business have a unique selling point ? Do you stock products ? Do you need to feed your sales team with leads ? Low cost of lead acquisition Do you need to measure ROI ? Ability to focus on specific locations , time zone Ability to change your marketing message daily Better conversions
  61. 61. 3 Types of Landing Pages
  62. 62. Before creating a landing page…. • • • • • • • Business objectives Know your audience Visitor action Entry points Technical limitation of your target audience Check domain name availability Competitive analysis
  63. 63. What is social media marketing? Social media marketing is a term that describes use of social networks, online communities, blogs, wikis or any other online collaborative media for marketing, sales, public relations and customer service. Wikipedia
  64. 64. Search marketing vs. social media marketing ■ Search marketing: Bringing customers to your site ■ Social media marketing: Going where your customers are!
  65. 65. You might think social media is this
  66. 66. Businesses often ask the wrong question How can my business sell more by using social media?
  67. 67. There is a better question How can I use the social web to help consumers achieve their goals?
  68. 68. “Social Media Marketing: Enables Others to Advocate for Your Business Through Compelling Content” Image credit: Ian Sane
  69. 69. Social media marketing
  70. 70. How does your audience behave? 73% …of purchases are first researched online ■ 69% of Aussie users read blogs ■ 83% have viewed video online ■ 39% subscribe to RSS feeds Source * Universal McCann International social media research, wave 3
  71. 71. You already have the skills
  72. 72. Social media setup • • • • • • • Claim your social profile Setup up for business page for Social media sites Make your website social Embed your social feeds to your website Setup social media monitoring ( hootsuite) Setup a list of keywords to follow Plan a strategy to motivate customers to share your business on their social circle
  73. 73. Questions to get you started ... 1. Why are people interested in your organization or cause? 2. What content creates conversation? 3. What content could create community? 4. What can the community create for your content? (Collaborate and empower) 5. What content or ideas can you open up? 6. What added value can your content offer? 7. What does the medium dictate?
  74. 74. Success on social media
  75. 75. To Blog or not to Blog ? • Blogs are search engine magnets that can drive traffic to key areas of your company website. • Blogs can gather sales leads. • Blogs are a means of establishing leadership or expertise in your industry. • Blogs are a means of building relationships with customers and prospects and improving customer interaction. • Blogs offer the ability to communicate quickly on fastbreaking news, issues, or events. • Blogs help build brand awareness and help define your brand. • Blogs are a low-cost marketing channel.
  76. 76. Social media market share
  77. 77. Social media is for B2B & B2C
  78. 78. Social media landscape
  79. 79. Why bother
  80. 80. Focus on what you post
  81. 81. Length of the post
  82. 82. Post content
  83. 83. When to post
  84. 84. Frequency of post
  85. 85. Mobile search
  86. 86. Mobile trends • • • • • Mobile growth and device adoption The word “ mobile” is getting outdated Tablets will replace majority of desktop users HTML5 and responsive design will continue to grow Mobile E commerce is growing
  87. 87. Impact of mobile on your business
  88. 88. Optimise for mobile
  89. 89. Mobile users are different from desktop users
  90. 90. Load time for websites
  91. 91. Load time for Mobile users
  92. 92. Conversion rate optimisation
  93. 93. What is conversion rate ?
  94. 94. What’s your conversation rate ?
  95. 95. CRO factors ?
  96. 96. Methods used for conversion tracking
  97. 97. Website usability tools • • • • • www.crazyegg.com www.clicktale.com www.kissmetrics.com www.ghostrec.com www.visualwebsiteoptimizer.com
  98. 98. Show delivery timescales and charges
  99. 99. Other important factors during checkout
  100. 100. Use a progress bar
  101. 101. Make search prominent
  102. 102. Don’t give customers too many ways to escape
  103. 103. Usability issues
  104. 104. Usability issues
  105. 105. Video works !!
  106. 106. Videos help you sell more
  107. 107. Is your website secure? • 90% of businesses suffered some sort of computer hack over the last 12 months • More than 6,600 websites get added daily to the Google malware blacklist • 30% of all hacked websites is due to stolen credentials such as FTP • It takes 10 mins to crack a lowercase password that is 6 characters long
  108. 108. My website has been hacked • • • • • • Blacklisted by Google Account suspended by hosting provider Drop in search engine ranking Bad user experience Effect existing campaigns Loss of business
  109. 109. Seriously consider removing registration
  110. 110. Email open rates
  111. 111. Emails on mobile
  112. 112. Conclusion • Request a consultation • Upcoming workshops • Follow me on Linkedin Thank you !!
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