Tips for business owners and marketing managers on how to not only improve your website's online performance but what you should be tracking to ensure your activity is generating a positive return on your investment. This deck covers a range of areas but focuses on what it takes to appeal to both search engines and users.

1. Twitter - @matty_shaw05
How your website can
become your best sales tool

2. Introduction
Matt Shaw
Digital Marketing
Manager

3. Twitter - @matty_shaw05

4. Twitter - @matty_shaw05
Who are you sat next to?

5. Twitter - @matty_shaw05
What we are going to cover
What used to work
What they want
 Search Engines (Google & Bing)
 Users
 Meeting expectations
Taking it to the next level
How to measure performance

6. Twitter - @matty_shaw05
What used to work
 Poor quality content
 Keyword stuffing
 Copying content (duplicate)

7. “The best laptops in the market. Our laptops have
the lowest price, and the best quality, the best
laptops for business and the best laptops for home
and personal use. Buy our best laptops and get
the deal for your life. Buy the best laptops in town
and showcase your best best laptop toy your
friends.”
Twitter - @matty_shaw05

8. Twitter - @matty_shaw05
Keyword
Stuffing
The penalty <

9. Twitter - @matty_shaw05
What used to work
Low quality links:
 Directory links
 Forum commenting
 Social bookmarking

10. What are they looking for?
Google
 Relevant
 Authoritative
 Popular brands
 Users to be happy
Twitter - @matty_shaw05

11. What are they looking for?
Users
 Help (fast)
 Products (easy to buy)
 Nothing confusing
 Mobile friendly
Twitter - @matty_shaw05

12. Relevant & Authoritative
Content
 Type (stage of buying journey)
 Structure
 Placements
Links
 Relevant
 Local
Twitter - @matty_shaw05

13. Twitter - @matty_shaw05
Content
cycle

14. Question based content
What questions to answer:
• Quora
• Answer the public
• Ask your customer facing staff
Content Types
Awareness
Twitter - @matty_shaw05

15. ContentTypes
Awareness
What Is?
To be included where
possible on explanation
based articles
HowTo?
Put content in step by
step format
How Much?
Include figures, even if
they’re scenario based
examples
Twitter - @matty_shaw05

16. Getting ahead
of the game
 Include sub
headings
 Make sub headings
(H2s) questions
 Answer precisely
 Put answer above
the fold
Twitter - @matty_shaw05

17. Content Types
Consideration
 Case studies / reviews
 Demo videos
 Webinars
 Data sheets
 FAQs
 Product samples
Twitter - @matty_shaw05

18. Content Types
Purchase
 Company / product differentiators
 Free trials
 Discount codes / vouchers
 Price estimations
Twitter - @matty_shaw05

19. Twitter - @matty_shaw05
Content Structure

20. Content Structure
Twitter - @matty_shaw05
1. Page Title
2. H1
3. H2
4. H3
5. Meta Description
5.
1.
3.
2.
4.

21. Where to put it

22. Twitter - @matty_shaw05
Where to put it

23. Twitter - @matty_shaw05
Where to put it

24. Twitter - @matty_shaw05
The Effect
Visibility Increase – 87% Order Increase – 81% Visitor Increase – 58%
v

25. Links
Showcase your knowledge
 HARO
 #Journorequest
 Response Source
Twitter - @matty_shaw05

26. Links
Utilise happy customers
Twitter - @matty_shaw05

27. Links
Local directories
Twitter - @matty_shaw05

28. Links
Local organisations
Twitter - @matty_shaw05

29. Brands that are liked
Increase searches for
brand name.
Use social to increase positive
brand mention:
 Content distribution
 Encourage feedback
Twitter - @matty_shaw05

30.  Speed
Twitter - @matty_shaw05
Meeting User
Expectations
Speed

31. Easy Access
 3 click rule
Meeting User
Expectations
Usability
1.
2.
Twitter - @matty_shaw05

32. Easy Access
 Auto search
Twitter - @matty_shaw05
Meeting User
Expectations
Usability

33. Twitter - @matty_shaw05
Meeting User
Expectations
Familiarity

34. Twitter - @matty_shaw05
Meeting User
Expectations
Familiarity

35. Finding Issues
 Webmaster tools
 IIS Tool (Microsoft)
 Industry tools
Twitter - @matty_shaw05
Meeting User
Expectations
Issue Free

36. Meeting User Expectations Issue
Free
What to fix first
 Crawl errors
 Consistency
 Canonicalisation
 Thin content
 Link issues
 Site speed
 Many more
Twitter - @matty_shaw05

37. Twitter - @matty_shaw05
Meeting User
Expectations
Secure

38. Twitter - @matty_shaw05
Meeting User
Expectations
Not Secure

39. Taking it to the next level
Twitter - @matty_shaw05
E-mail Marketing
 Newsletters
 User targeted content
 Seasonal content
 Product content
Paid Advertising
 PPC
 Display
 E-mail

40. Measuring Performance
Twitter - @matty_shaw05
 Visibility – Tracking keyword rankings, Webmaster tools info & Search Metrics
 Visitors – Google Analytics
 Leads – Phone tracking
 Sales – Lead tracking
 ROI – Investment vs return

41. Twitter - @matty_shaw05
Questions
 Do we need to have a mobile friendly website?
 How long does it take to see results?
 Does the business need to be on social media?
 Do we need to focus on Bing?

42. Thank you
Twitter - @matty_shaw05

43. Keep in touch
Twitter
@matty_shaw05 and
@_bluedigital
E-mail
matt.shaw@bluedigital.co.uk
Website
www.bluedigital.co.uk/blog/
Twitter - @matty_shaw05