1.
Optimising Your Business
David Sayce
Digital Marketing Consultant
www.dsayce.com
Papergecko.com

2.
No Magic,
No Silver Bullet
(No rabbits out of hats)
• Plan it out
• Choose benefits over features
• Show, don’t tell
• Use local-targeted content
• Evaluate traffic sources
• Focus on the right audience

3.
Optimising your website for search engines

4.
Website Audit
Start Planning. Develop a strategy inline
with your business
Situation – where are we now?
Objectives – where do we want to be?
Strategy – how do we get there?
Tactics – how exactly do we get there?
Action – what is our plan?
Control – did we get there?

5.
Setup - Google Analytics, Google Search Console
• Google Analytics - Track visitors,
campaign and actions (sales).
• Google Search Console - Get a
better idea of how Google views your
website.
View the details and look out for issues
and opportunities
• High bounce rate on site
• Low CTR (click through rate) from
search

6.
Speed & Security
• Google uses any of over 200
attributes to rank your website
• Google has confirmed Speed &
Security
• Use HTTPS across your website
• Check your website:
https://developers.google.com/
speed/pagespeed/insights/

7.
Meta Titles & Descriptions
• The title element of a web page
should be an accurate and concise
description of a page's content
• The meta description tag is used to
summarise a web page's content.
Search engines use these to let
visitors know what a page is about
before they click on it.

8.
Optimising for Humans v Robots
Follow the guidelines from Google, but
remember you are dealing with
people.
Emotion plays a big part
It’s not always about ranking in
Google!

9.
Tools to use
• Google: Analytics, Search Console
• Crawling: Screaming Frog, Sitebulb
• SEMrush
• Moz
…and many more!

10.
Making your website work for the customer

11.
Think about want the
customer wants
• Suggestions can easily be found from
Google searches
• These can be a guide to what
customers are looking for
• Also www.infinitesuggest.com or
http://answerthepublic.com

12.
Example
• Title tag: from a user perspective, very important to optimise. Title
tags communicate what the page is all about to users, and are a
ranking factor.
• URL: from a user perspective, not as important to optimise as title
tags and meta descriptions.
• Meta description: from a user perspective, very important to
optimise. While not a ranking factor, it’s your opportunity to sell
people on clicking your result over those above or below it. Get
good at telling short stories!

13.
Improving visitors from Search
• Look at the search results, are they
compelling, emotional?
• Focus on smaller product / service
groups
• Test the journey as a user, minimise
your bias (The Mother Test)

14.
Promoting your e-business
(Search, Social & Paid)

15.
Search
• Spend time working on your SEO
strategy
• SEO is a long term strategy
• The benefits can take 4-6+ months
to show, but a strong foundation in
search is priceless
• High ranking is only good if it is
directly improving the business

16.
Social
• Selling can be done through social
• …but it is more about amplification
• Be where your audience is
• Be informative, educational,
entertaining
• be consistent and keep sales
messages to <20%

17.
Paid
• Know your audience
• Make sure you already have a
strong footprint through organic
• Test, test, test. Run multiple small
campaigns to target your best
audience
• Know the system to get the most out
of it, be efficient

18.
Email Marketing
• Don’t forget email marketing
• 20+ years old
• When it comes to purchases made
as a result of receiving a marketing
message, email has the highest
conversion rate (66%), when
compared to social, direct mail and
more. – DMA

19.
Thank you!
Any Questions?
David Sayce
Digital Marketing Consultant
Contact me
07710 01 49 55
hello@dsayce.com
www.dsayce.com
@dsayce
https://uk.linkedin.com/in/dsayce