Presentation to small businesses on how to encourage more visits and to take a deeper look at what they want to achieve using their website.

1. How to maximise your
website
Interactive Red
Visit Essex Training:
24 June 2015

2. Interactive Red
Agenda
Introduction
Driving people to your website
Site structure and design
Content and social media
Analytics and tracking
Strategy - conclusions
10.10 – 10.45
10.45 – 11.30
Break
11.45 – 12.30
Lunch
13.15 – 13.50
13.50 – 14.20
Break
14.30 – 15.00

3. Interactive Red
Introduction:
Your
presenters
 Russell Jamieson – Senior Account Manager
Russell@interactivered.com
 Andy Marchant – Account Manager and Insights Specialist
Andy@interactivered.com

4. Interactive Red
Introduction:
About
Interactive Red
Long established company
Website design and development
Additional services:
 Pure development
 SEO and digital activities
 Consultancy
 Training
 Hosting
Small company
Tourism experience

5. Interactive Red
Introduction:
What we do
and
How we do it
www.interactivered.com portfolio
Our typical methodology

6. Interactive Red
Introduction:
About you
Brief group introductions: -
 Name
 Company or organisation
 Website
 What is your role

7. Interactive Red
Introduction:
Your
expectations  What do you hope to get out of today?

8. Interactive Red
Activity
What do you consider a great website?
What makes it great?
What can it teach you about your own website?

9. Driving people to your
website
Interactive Red

10. Interactive Red
Introduction
The Challenges
Search marketing fundamentals
Some theory
Strategy - Activity

11. The Challenges
Interactive Red

12. Interactive Red
Challenges
How do you go about driving potential customers to
your site?

13. Interactive Red
Challenges
Search behaviour
2.5bn users of Google Search
100bn search queries every month
Google internal data

14. Interactive Red
Challenges
The goalposts are constantly moving
40k searches every second
15% of those search queries completely
unique

15. Interactive Red
Challenges
The database of intentions is changing
‘WHY’ searches growing 1.5X as fast
as for ‘WHAT’
Searches for ‘HOW TO’ have grown 3X in the
last three years

16. Interactive Red
Challenges
There were an estimated
12 billion
internet-connected devices globally at
the end of 2014
Strategy Analytics, Oct 2014

17. Interactive Red
Consumers take a multi-device path to purchase
Challenges

18. Interactive Red
Challenges
It is estimated that 90% of consumers
move sequentially between different screens
in the same day
56%of mobile users use their browser for
local searches
www.forbes.com

19. Interactive Red
Challenges
148.3 million bookings were made online
last year and
65%
of same-day hotel reservations were made
via a smartphone.
eMarketer Survey, Sept 2014

20. Interactive Red
Challenges
18% of total internet users use social media
to research and plan travel
That number rises to 44% among
16 – 24 year olds
ABTA, Consumer Holiday Trends, Sep 2014

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Challenges
Self-service and the currency of time:
airport luggage, boarding passes, hotel
check–ins
DIY tourism – plan, travel, tour and book
without the human service element.

22. Interactive Red
Challenges
Change is the only constant
In December 2014 the total value of
contactless payments was 331% higher
than the previous December
Global wearable tech market expected to
reach a value of 19bn dollars in 2018
www.statista.com

23. Interactive Red
Challenges
Search trends are developing
Consumer habits are changing
Device usage is growing
The online user is evolving
New technology

24. Search marketing –
Fundamentals
Interactive Red

25. Interactive Red
Search
marketing

26. Interactive Red
Search
marketing
Customer journey
Route to purchase

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Search
marketing
Why is search marketing important to you?
Presence – more and more people looking for
travel and leisure information online
Journey – search a key part of the consumer
journey
Not just for search – applying SEO techniques
will also make your website more user friendly

28. Interactive Red
Search
marketing
The web is similar to a subway system
Search engines crawl to find all the unique stops
( e.g. web pages, PDF, JPG)
Links allow search engines’ automated robots,
called ‘crawlers’ or ‘spiders’ to reach the billions
of interconnected documents on the web.

29. Interactive Red
Search
marketing
When a search is performed, results are
returned that are both relevant and popular
While hundreds of ranking factors influence
relevance, search engines typically assume the
more popular a page, the more valuable its
information.
Mathematical equations (algorithms) are used
to determine relevance

30. Interactive Red
Search
marketing
Search engines actually provide little insight into
their complicated algorithms, which are
constantly evolving, becoming ‘smarter’
We are provided with best practices for
optimisation

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Search
marketing
What has most impact on search ranking?
www.searchmetrics.com

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Search
marketing
Search Metrics – key findings
Content –quality is paramount, contextual approach
required, enriched with other media i.e. video and
photography
Technical page architecture – performance and design
Use of keywords
Strong social signals

33. Interactive Red
Search
marketing
SEO is not just about technical approaches and
optimising your website only for search engines
Become an authority and project expertise
The best approach is to focus on the ‘human
searcher’ and their search intent

34. Interactive Red
Search
marketing

35. Activity
Interactive Red

36. Interactive Red
Search
marketing

37. Interactive Red
Search
marketing
Organic search
The advantages
ROI continues to rise over long term
Builds brand trust & recognition
No direct cost associated with click volume
On average organic results receive 90% of clicks
#1 organic result drives 33% of clicks
Organic traffic produces 35% higher conversion
rates

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Search
marketing
Organic search
The challenges
Takes time to see results
Requires continual upkeep
Algorithm changes
Increased competition
Unachievable on a budget
Out of your control
There can be only 1

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Search
marketing
Pay Per Click
The advantages
Provides instant results
Can generate traffic early in a sites launch
Protected from algorithm changes
Highly targeted
You can define a budget and time sensitive ads

40. Interactive Red
Search
marketing
Pay Per Click
The challenges
Expensive/competitive terms
Can be very costly is executed poorly
Conversion not always leading to ROI
 Searchers not as trusting of listings
People don’t like advertising

41. Interactive Red
Search
marketing
Summary
Don’t get hung up on position
Make the most of your budget
Pick your battles
Look for relevant and targeted traffic

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Search
marketing
Keywords
Why? Keywords are a fundamental part of how
search engines determine relevance and ranking
Where? Use your target keywords as part of the
indexable content (read by search engines)
How? Only work to your advantage if you use
them in a natural way, within the context of your
content

43. Interactive Red
Search
marketing
Target keywords that are…
Relevant - specific, focused on your business
Likely to convert – in line with audience search
intent
Popular – receiving high enough traffic volumes
Low-competition – focus on your ‘niche’

44. Interactive Red
Search
marketing
Long-tail keywords
More specific and contain more information
about searcher’s intent
Focus on relevant terms to your expertise and
the specific questions your customers may ask
when searching.

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Search
marketing
Long-tail keywords
“Essex break” v “walking holidays in Chelmsford”
“Essex restaurant” v “best Italian food Epping”

46. Interactive Red
Search
marketing
Google AdWords: Keyword Planner

47. Interactive Red
Search
marketing
Remarketing

48. The theory behind success
Interactive Red – 24th June 2015

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Theory
Don’t be distracted by the challenges
Stay focused on good marketing principles
Don’t get caught up in the detail or numbers
Know your customer!

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Theory
Many businesses only focus on ‘WHAT’
What will drive people to my website?
What social media platform to use?

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Theory
The key to achieving long term success is to
focus on the ‘WH0’
Who is my key demographic ?
Who do I want to be targeting ?
Who is my profitable consumer group?

52. Exercise
Worksheet

53. Interactive Red
Exercise
Only by clearly defining and understanding your
audience you can look to devise a targeted
digital strategy

54. Interactive Red
Exercise
Define your target audience/ideal customer
Think about their persona, lifestyle, interests, location
What are their drivers, motivations & influencers?
What are the key words they will be searching for?
What are their ‘pain points’ and objectives?

55. Interactive Red
Exercise
Define your target audience/ideal customer
What do prospects need before they purchase?
Do returning customers have different behaviour
to new visitors?
How many/what channels do customers
typically come from?

56. Interactive Red
Activity
 What assumptions are you making about your
audience:
 Their likes
 What they want
 What they know
 That they expect
 What research or experiments can you run to
validate these assumptions?

57. Interactive Red
Strategy –
part 1
Define
Audience
Motivators Keywords
Identify

58. Any questions?

59. Site Structure and
Design
Creating beautiful websites that work

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Key
considerations
Logical
structure
Responsive
Create
important
content
Don’t annoy
the visitors
Call to
action

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Logical
Structure
 Logical hierarchical structure with clean URL’s
 www.example.com/?p=102
 www.example.com/accommodation
 Technical SEO elements help structure the site so that Search
Engines understand your site
 www.example.com/accommodation/master-suite
 The site should logically funnel users based on the intent of
their visit.
 Research? Conversion? Interaction? Question?
 Best results are achieved when audience intent correlates
with quality content and logical structure

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Responsive
Design
 Responsive design responds to the size of the screen the site
is being viewed on
 Access to the internet from a mobile is around 60%*
 Google’s Mobile Friendliness algorithm
 Continuing the research cross platforms

63. Interactive Red
Responsive
Design part2

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Visitor
Expectations
 Understand the intent of the visitors and plan the site around
these
 Visitors expect to be able to find the information they are after
on the first visit and with the least amount of difficulty
 Are there unnecessary steps in the registration or conversion
process?
 Do not try to trick the visitor

65. Interactive Red
Content
 Strong content that supports the intent of the audience
 Do they want FAQ’s or are they interested in the experience of
the company.
 Do they not want to read information in which case imagery is
clear selling point

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Content part 2  Strong imagery that is based on what the audience is
expecting of the site.

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Dark Patterns
 “A dark pattern is a user interface that has been carefully
crafted to trick users into doing things that would result in
more value from the purchase” – Dr Harry Brignull @harrybr

68. Interactive Red
Dark Patterns
part2
 Bravo Fly’s Trick Question
 Easy in Difficult Out
 Easy In
 Difficult Out
Search
Rooms
Select
Availability
Book
Rooms
≈ 5 minutes
Locate
helpline
Make a
call
Get
referred to
different
company
Change/
Cancel
reservation
Up to multiple days

69. Interactive Red
Persuasion
and Calls to
Action
Social Proof
Be clear
Answer key
questions
that may
halt
conversion
Promote
USP’s
Test

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Persuasion and
Calls toAction
Social Proof
 Expert social proof
 Celebrity social proof
 User social proof
 Wisdom of the crowd
 Wisdom of friends

71. Interactive Red
Persuasion and
Calls toAction
 Provoke emotion or enthusiasm
 “Plan your dream vacation” “start your journey now”
 Be clear with your USPs and proposition
 Placing the USPs close to the CTA provides reinforcement
 Make it clear on the page
 Contrasting colours help
 Take advantage of “Fear of Missing Out”
 Is it a time sensitive offer? Are there only limited amount left?
 Cater for different devices

72. Interactive Red
Persuasion and
Calls toAction

73. Interactive Red
Persuasion and
Calls toAction

74. Interactive Red
Persuasion and
Calls toAction

75. Interactive Red
Persuasion and
Calls toAction

76. Interactive Red
Activity Create a call to action for one of the following
products or service!

77. Interactive Red
 PDF Guide – Advanced Magic Tricks
 Orthopaedic shoe insoles
 Dinner with Uri Geller
 Uranium Ore

78. Interactive Red
GET ONE NOW
ZEBRAS!
They’re like black and
white horses.
50,000 lions
can’t be
wrong

79. Content social
Communicating and engaging with your audience

80. Interactive Red
Key
considerations
What is
good
content?
Where to
place
Scheduling
the content
Closing the
loop
Having a
voice

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Types of
content
 Good web content is simply content that meets the needs of
the visitor and allows you to communicate
 video
 images
 guides
 ebooks
 case studies
 blogs
 testimonials
 memes
 illustrations
 Infographics
All of these types of content can be placed on your own site or
on others
 podcasts
 social media
 webinars
 speeches
 interviews
 presentations
 tutorials
 white papers
 newsletters

82. Interactive Red
And
wordclouds

83. Interactive Red
Objectives of
content
creation
 Decide what you want to accomplish
 Generate leads?
 Close sales?
 Generate interest?
 Build your brand?
 Grow a community?
 Customer support?
 Become the authority?

84. Interactive Red
Publishing
Platforms
 Choose the publishing platform for each type of content you
are going to create:
 Wordpress or tumblr as blogging platforms
 Youtube and Vimeo
 Blubrry Stitcher and iTunes are great for podcasts
 PDF ebooks and whitepapers can be published to Amazon

85. Interactive Red
Content that
stands out
 Content should be a reflection of the core business values,
what sets you apart from the competition
 Style
 Personality
 You knowledge of the subject
 Your unique approach to the core topic
 Your value proposition

86. Interactive Red
Understand
the paths to
communicate
Directed traffic
Integrated message across platforms
Whitepapers Audiobook Podcasts
Thought
Leadership
Social media blog
Landing
pages
Generate
Sales

87. Interactive Red
Activity
 Each channel should have a unique place in your content
marketing strategy, set a goal for each channel you would
choose to use.
 Also consider the tone or speaking style for each channel and
whether each channel has a different audience
 Generate leads
 Close sales
 Generate interest
 Build your brand
 Grow a community
 Customer support
 Become the authority

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Summary
Realise your objectives for content marketing and
the types of content you can use to communicate
your message

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Producing
worthy
content
The challenges we at Interactive Red hear is that
companies struggle with:
 Producing enough content
 Producing engaging content that gets read.

90. Interactive Red
Producing
worthy
content part2
 Keep up with the trends
 Set up Google alerts for your primary keywords
 http://www.google.com/alerts
 Set up RSS feeds for a number of industry websites

91. Interactive Red
Producing
worthy
content part3
 Look for interesting ideas that you can write about
 Look for gaps in the coverage
 Think about what you can add to the conversation

92. Interactive Red
Producing
worthy
content part4
Coming up with ideas
 Use the power of Google suggest
 Use the keyword tool to understand what keywords have
significant search volume behind them.
 Use tools like Ubersuggest

93. Interactive Red
Keyword
Volumes
Keyword research will throw up opportunities and ideas for
search volumes https://adwords.google.com/KeywordPlanner
Keyword Avg. Monthly Searches (exact match only) Total
things to do in essex 5400
days out in essex 2400
visit essex 1000
places to visit in essex 1000
places to go in essex 720
days out essex 590
what to do in essex 590
essex days out 480
places to visit essex 260
family days out in essex 210
essex things to do 210
where to go in essex 170
free days out in essex 170
attractions in essex 170
country parks essex 170
cheap days out in essex 140
places to go essex 140
events essex 140
places of interest in essex 140
activities in essex 140
places to stay in essex 140
places to visit in essex uk 110
day out in essex 110
things to do in essex uk 110
holidays in essex 110
country parks in essex 110
family days out essex 90
essex places to visit 90
kids days out essex 90
fun days out in essex 90

94. Interactive Red
Using social
media
Social media is a great tool for finding out what works and what
is trending and can give a lot of ideas.
The idea is to be present to be engaged, engage with the right
groups and follow the right people, here’s how;
1. Put your list of keywords in the search boxes on Twitter,
Facebook and Google+
2. Find communities, thought
leaders groups and more,
3. Review their content and
interact if necessary

95. Interactive Red
Using social
media part2
Generic statements that ring true about the social networks
 Twitter is good for amplifying your message and growing your
audience
 Facebook is for interacting with your community
 Google+ is great for creating your own communities and
interacting with others (also great for organic ranking)
 LinkedIn is great for knowledge sharing and building B2B
contacts
 All social networks pose an opportunity to interact with
customers whether as another channel for customer

96. Interactive Red
Selecting
Social
Channels
 Don’t try to be active on all social media channels
 Do competitive research
 Join and be active in the communities on the different channels
 You definitely need a Google+ presence
 This is a good place to increase the authority of the domain
 Has search marketing benefits

97. Interactive Red
Content
summary
Attract and
convert wider
audience
An idea of
what to write
about and
what’s
popular
Where to
place the
content
Strategy for
creating
content

98. Interactive Red
Enhanced
content
Universal Search

99. Interactive Red
Strategy –
part 2 Engaging Sharable Persuasive
Content

100. Analytics
Reading your data effectively

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Key
considerations
Universal
Analytics
Set-up
User
interaction
Read
Analyse

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The Analytics
Process
Measure
Learn
Take
action

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Analytics
Analytics
 Google Analytics - Free
 Adobe SiteCatalyst - $5000
p/m
 IBM Coremetrics – pay
based on traffic £500 to
£10,000p/m
 KISSmetrics – $49 - $499
 Foxmetrics - $20 to $120
 Clicky - Free
Tracking
 Click tale
 Optimizely
 Crazy Egg

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Installation

105. Interactive Red
Installation
Universal analytics tracking code
E-commerce variation

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Terminology
 Dimensions—A dimension is a descriptive attribute or characteristic of an object that can be given different
values. Browser, Exit Page, Screens and Session Duration are all examples of dimensions that appear by default in
Google Analytics.
 Metrics—Metrics are individual elements of a dimension that can be measured as a sum or a ratio.
Screenviews, Pages/Session and Average Session Duration are examples of metrics in Google Analytics.
 Sessions—A session is the period of time a user is actively engaged with your website, app, etc., within a date
range. All usage data (Screenviews, Events, Ecommerce, etc.) is associated with a session.
 Users—Users who have had at least one session within the selected date range. Includes both new and returning
users.
 Pageviews—Pageviews means the total number of pages viewed. Repeated views of a single page are counted.
 Pages/Session—Pages/session (Average Page Depth) is the average number of pages viewed during a session.
Repeated views of a single page are counted.
 Avg. Session Duration—The average length of a session.
 Bounce Rate—Bounce rate is the percentage of single-page visits (i.e., visits in which the person left your site
from the entrance page without interacting with the page).
 New Sessions—An estimate of the percentage of first-time visits.
 Goals—Goals let you measure how often users take or complete specific actions on your website.
 Conversions—Conversions are the number of times goals have been completed on your website.
 Campaigns—Campaigns (also known as custom campaigns) allow you to add parameters to any URL from your
website to collect more information about your referral traffic.
 Acquisition—Acquisition is how you acquire users.
 Behaviour—Behavior data helps you improve your content.

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Reporting
 It gives you the ability to customise the reports based on the
information that is important for your business.

108. Interactive Red
Google
AnalyticsABC
Behaviour
Conversion
Acquisition

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Acquisition
Overview

110. Interactive Red
Acquisition part2

111. Interactive Red
Google
AnalyticsABC
Behaviour
Conversion
Acquisition

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Behaviour

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Behaviour part2
 Landing pages are the specific pages people land on
 Exit pages are where people leave the site

114. Interactive Red
Google
AnalyticsABC
Behaviour
Conversion
Acquisition

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Conversion

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Conversion part2

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Conversion part3
Step 1 is to decide what your goals are

118. Interactive Red
Activity
 Think about the objectives of the site, how is this translated
into a goal using Google analytics?

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Conversion part4
How to set up a goal – Step 1

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Conversion part5
How to set up a goal – Step 2

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Conversion part6
How to set up a goal – Step 3

122. Interactive Red
Advanced
Concepts
 Cross domain tracking
 A/B Testing
 Heatmap and usability testing software
 Calltracking

123. Interactive Red
Resources
 Google Analytics Academy
 https://analyticsacademy.withgoogle.com/
 Google Analytics Help
 https://support.google.com/analytics
 Avinash Kaushik
 http://www.kaushik.net/avinash/
 LunaMetrics Blog
 http://www.lunametrics.com/blog/
 Analytics Talk
 http://cutroni.com/

124. Strategy formation
Summary of conclusions

125. Interactive Red
Strategy –
part 3
Audience Keywords Motivators
Engaging Sharable Persuasive
Tracking
&
Analytics
Identify
Createcontent
Evaluate