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Optimising your business

A general deck about optimising your website for your business. (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 Develop and plan for humans before robots Website audits and SEO

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Optimising Your Business
David Sayce
Digital Marketing Consultant
www.dsayce.com
Papergecko.com
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
Optimising your website for search engines
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?
Optimising your business
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

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Optimising your business

  • 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?
  • 6. 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
  • 7. 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/
  • 8. 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.
  • 9. 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!
  • 10. Tools to use • Google: Analytics, Search Console • Crawling: Screaming Frog, Sitebulb • SEMrush • Moz …and many more!
  • 11. Making your website work for the customer 
  • 12. 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
  • 13. 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!
  • 14. 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)
  • 16. 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
  • 17. 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%
  • 18. 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
  • 19. 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
  • 20. 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