Online Marketing Audit Example


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Online Marketing Audit Example

  1. 1. IS Media website audit Presented by The Online Marketing Business 17.08.09
  2. 2. Contents <ul><li>Overview </li></ul><ul><li>Benchmarking </li></ul><ul><li>Objectives </li></ul><ul><li>Benchmarking </li></ul><ul><li>Content </li></ul><ul><ul><li>New page structure </li></ul></ul><ul><ul><li>Keyword analysis </li></ul></ul><ul><ul><li>Existing Pages </li></ul></ul><ul><ul><li>New Product </li></ul></ul><ul><li>Technical </li></ul><ul><li>Backlinks </li></ul><ul><li>Usability </li></ul><ul><li>Local Marketing </li></ul><ul><li>Social Media </li></ul><ul><li>PR </li></ul><ul><li>Adwords </li></ul><ul><li>Email Marketing </li></ul><ul><li>Analytics </li></ul><ul><li>Summary </li></ul>
  3. 3. Overview <ul><li>IS Media have had since 1999 </li></ul><ul><li>The site has seen several design changes to accommodate change of focus in the business </li></ul><ul><li>However the site has been a brochure site but now needs to play a part in lead generation for the business. </li></ul><ul><li>This coincides with the launch of a new product, web ready video and therefore this needs to be incorporated into the site. </li></ul><ul><li>This audit will identify the on page and off page factors that will form the basis of a new online marketing plan for the site and IS Media </li></ul>
  4. 4. Benchmarking <ul><li>This will be done by reporting from Google Analytics and needs to be done before any work starts </li></ul><ul><li>IS Media can share their current Analytics account with NP </li></ul><ul><li>A report will then be produced with current web stats including numbers of visits, visitors page views etc. </li></ul><ul><li>There is also some data available to other sites of a comparative size. </li></ul>
  5. 5. Objectives <ul><li>Although difficult to set specific objectives there are key areas IS Media need to focus on </li></ul><ul><ul><li>Generating specific traffic – and this needs to be the first target </li></ul></ul><ul><ul><li>Converting that traffic into specific goals – these need to be identified once the web site has been updated </li></ul></ul>
  6. 6. Content <ul><li>Page content by page </li></ul><ul><ul><li>Recommended new page structure </li></ul></ul><ul><ul><li>Keyword analysis </li></ul></ul><ul><ul><ul><li>Meta tags </li></ul></ul></ul><ul><ul><ul><li>URL’s </li></ul></ul></ul><ul><ul><ul><li>Anchor links </li></ul></ul></ul><ul><ul><li>Existing products – pages or microsites or both! </li></ul></ul><ul><ul><li>New Product - pages or microsites </li></ul></ul>
  7. 7. New Page Structure <ul><li>To get the best from your website and be more specific and relevant for users IS Media need to expand the number of pages on the web site. </li></ul><ul><ul><li>Top menu </li></ul></ul><ul><ul><ul><li>Home </li></ul></ul></ul><ul><ul><ul><li>About IS Media </li></ul></ul></ul><ul><ul><ul><li>Contact IS Media </li></ul></ul></ul><ul><ul><ul><li>Clients </li></ul></ul></ul><ul><ul><ul><li>News </li></ul></ul></ul><ul><ul><ul><li>Blog </li></ul></ul></ul><ul><ul><li>Sidebar menu – key areas of business </li></ul></ul><ul><ul><ul><li>Event Management </li></ul></ul></ul><ul><ul><ul><li>Event Production </li></ul></ul></ul><ul><ul><ul><li>Video Production </li></ul></ul></ul><ul><ul><ul><li>DVD Production </li></ul></ul></ul><ul><ul><ul><li>Web Production </li></ul></ul></ul><ul><ul><ul><li>AV Equipment Hire </li></ul></ul></ul><ul><ul><li>Then for each of the key areas of business as they open a secondary menu to open eg Video Production – </li></ul></ul><ul><ul><ul><li>Pre Production </li></ul></ul></ul><ul><ul><ul><li>Production </li></ul></ul></ul><ul><ul><ul><li>Post Production </li></ul></ul></ul><ul><ul><ul><li>web </li></ul></ul></ul><ul><ul><ul><li>Case Studies </li></ul></ul></ul><ul><ul><li>In this way there are many more pages to optimise and for search engines to crawl and index. </li></ul></ul><ul><ul><li>This will obviously have design implications but not large ones. </li></ul></ul>
  8. 8. Home Useful links Clients Video Intro FAQ blog news About us Contact us
  9. 9. New Page Structure <ul><li>Event Management </li></ul><ul><ul><li>Overview </li></ul></ul><ul><ul><li>Corporate Event Management </li></ul></ul><ul><ul><li>Award Shows </li></ul></ul><ul><ul><li>Exhibitions </li></ul></ul><ul><ul><li>Roadshows </li></ul></ul><ul><ul><li>Seminars </li></ul></ul><ul><ul><li>Case Studies </li></ul></ul><ul><li>Event Production </li></ul><ul><ul><li>Overview </li></ul></ul><ul><ul><li>Video Production </li></ul></ul><ul><ul><li>Cameras & Filming </li></ul></ul><ul><ul><li>Sound & Lighting </li></ul></ul><ul><ul><li>Design &Staging </li></ul></ul><ul><ul><li>Projectors & screens </li></ul></ul><ul><ul><li>Webcasting </li></ul></ul>
  10. 10. New Page Structure <ul><li>Video Production </li></ul><ul><ul><li>Overview </li></ul></ul><ul><ul><li>Pre Production </li></ul></ul><ul><ul><ul><li>Story boards, scripts, locations etc </li></ul></ul></ul><ul><ul><li>Production </li></ul></ul><ul><ul><ul><li>Idents </li></ul></ul></ul><ul><ul><ul><li>Stings etc </li></ul></ul></ul><ul><ul><li>Post Production </li></ul></ul><ul><ul><ul><li>Editing </li></ul></ul></ul><ul><ul><li>Web </li></ul></ul><ul><ul><ul><li>Web casts </li></ul></ul></ul><ul><ul><ul><li>Video Streaming </li></ul></ul></ul><ul><ul><li>Case studies </li></ul></ul><ul><li>DVD Production </li></ul><ul><ul><li>Duplication </li></ul></ul><ul><ul><li>Replication </li></ul></ul><ul><ul><li>Printing </li></ul></ul><ul><ul><li>Case studies </li></ul></ul><ul><li>Web Production </li></ul><ul><ul><li>Webcasts </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Web ready video packages </li></ul></ul><ul><ul><li>Video for online pr </li></ul></ul><ul><ul><li>Streaming Hosting </li></ul></ul><ul><li>AV Equipment Hire </li></ul><ul><ul><li>Cameras </li></ul></ul><ul><ul><li>Screens </li></ul></ul><ul><ul><li>Projectors </li></ul></ul><ul><ul><li>Switchers </li></ul></ul><ul><ul><li>Other </li></ul></ul><ul><ul><li>Case studies </li></ul></ul>
  11. 11. Home Event Management Event Production Video Production DVD Production Web Production AV Equipment Hire Overview Corporate event management Award shows Exhibitions Road Shows Seminars Case Studies Overview Video Production Cameras & Filming Sound & Lighting Design & Staging Projectors & Screens Web Casting Overview Pre Production Production Post Production Web Case Studies Overview Duplication Replication Printing Case Studies Overview Web casts Pod casts Web ready video packages Video for Online PR Streaming Hosting Overview Cameras Screens Projectors Switchers Other Case Studies
  12. 12. <ul><li>The website should migrate to a CMS system to enable </li></ul><ul><ul><li>Easier updating of the site for MR </li></ul></ul><ul><ul><li>Easier access to the site for PG for any amends etc </li></ul></ul><ul><ul><li>Easier access to the site for NP for meta data and URL updating, content amends, landing pages etc </li></ul></ul><ul><li>This will also enable quicker updating of the site using wysiwyg editing and the flexibility to react quickly to opportunities to promote and advertise etc </li></ul><ul><li>All the technical issues referred to below will be addressed </li></ul><ul><li>Templates can then be set up for new pages required in the new structure </li></ul><ul><li>The implications on cost are £ </li></ul>New Page Structure -Implications
  13. 13. Keyword analysis <ul><li>The content has to be developed for the new page structure in line with keyword analysis: </li></ul><ul><ul><li>What do people really search on for your industry sector? </li></ul></ul><ul><ul><ul><li>This has been done across the site to generate a list of nearly 300 potential key terms for the site, of which some can be used in the new page structure and some for future content development. See attached lists. </li></ul></ul></ul><ul><ul><ul><li>Although there are few searches for Bristol based terms there needs to be thought given to a Bristol, Gloucestershire based approach to some pages. This needs further discussion </li></ul></ul></ul><ul><ul><li>Add specific key terms to </li></ul></ul><ul><ul><ul><li>URL’s </li></ul></ul></ul><ul><ul><ul><ul><li> – the term video production has 9900 monthly searches for this exact term, the term video production editing has 165,000 monthly searches, and video editing has 12100 monthly searches in Google – potential search traffic 187,000 - 1% of this is 1870! </li></ul></ul></ul></ul><ul><ul><ul><ul><li>NP will write the URL’s for the site based on this simple category structure, as outlined in the new page structure above once this is agreed </li></ul></ul></ul></ul><ul><ul><ul><li>Meta Data </li></ul></ul></ul><ul><ul><ul><ul><li>The meta tags for title will follow the URL structure, and then description tags needs to sell the specific service and include the same keywords. The keywords will be added to the keyword tag. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>NP will write the tags once the pages have been set up. </li></ul></ul></ul></ul><ul><ul><ul><li>Content </li></ul></ul></ul><ul><ul><ul><ul><li>The key terms need to be included in the content and links from these to other pages set up – anchor text links. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>NP to action this </li></ul></ul></ul></ul><ul><ul><ul><li>H Tags </li></ul></ul></ul><ul><ul><ul><ul><li>These are the headings on the page and if set up in code with key terms added – eg page titles – then search engines give them a higher weighting. IS Media need to set these up. </li></ul></ul></ul></ul><ul><li>The keyword analysis will also form the basis for the adwords campaigns. </li></ul>
  14. 14. Existing Pages <ul><li>The new page structure will allow the key product areas specific pages for seo purposes </li></ul><ul><li>However there is the opportunity to create microsites linked to these pages as well </li></ul><ul><ul><li>This takes advantage of specific domain names with the key terms in them </li></ul></ul><ul><ul><li>Why not have multiple pages appear in the search rankings for your products and services = own the sector! </li></ul></ul><ul><ul><li>Examples: </li></ul></ul><ul><ul><ul><li> is available </li></ul></ul></ul><ul><ul><ul><li> is available </li></ul></ul></ul><ul><ul><ul><li> or are available </li></ul></ul></ul><ul><ul><ul><li>As at Aug 6 th . </li></ul></ul></ul><ul><li>Recommend that we set up 2 or 3 microsites once we have got the main site restructured and set up mini campaigns to support them and monitor the results. </li></ul>
  15. 15. New Product <ul><li>The web ready video product can be incorporated into the web site and specific pages developed and optimised. </li></ul><ul><li>However again there is the opportunity to have a micro site linked to the main site. </li></ul><ul><li>Given that this is a new product it may be an opportunity to test this approach </li></ul><ul><li>Recommend that video is used to sell the benefits of it on the site/micro site </li></ul><ul><li>Also opportunity to place video ads on adwords and YouTube and monitor results </li></ul>
  16. 16. Technical <ul><li>Using WC3 validation for the html code there were 2 output errors but as one of them seems to suggest that the test could not continue due to the first I suggest it is corrected and then we run the test again. </li></ul><ul><li>This test is to ensure the html code complies with what is essentially industry standards </li></ul><ul><li>The rationale behind it is to ensure there are no serious errors in the code that may prevent search engines from crawling the site pages successfully. </li></ul><ul><li>There were small number of broken links and css errors which can be seen at the back of this document. </li></ul>
  17. 17. Technical <ul><li>H tags </li></ul><ul><ul><li>There are no h tags used across the site. These get higher weighting of importance in search engines and it is good seo practice to set h tags up and add keyword rich text into them </li></ul></ul><ul><ul><li>For example on this page where the title “AV Hire” sits this could be a header and have an H1 tag added to the code. </li></ul></ul><ul><ul><li>It may even become an H2 tag if the words in the image above – “Pro Equipment hire & installation” - were text and this could then become the H1 tag on this page. </li></ul></ul><ul><ul><li>By including this text in the image it cant be read by search engines and therefore a chance has been lost to give a good indication of what this page is all about </li></ul></ul>
  18. 18. Technical <ul><li>Alt tags </li></ul><ul><ul><li><div class=&quot;feature&quot;><a href=&quot;javascript:openWindow2();&quot;><img src=&quot;hire/images/barco_thumb.gif&quot; width=&quot;100&quot; height=&quot;73&quot; border=&quot;0&quot; /></a><strong>Barco CLM-R10+</strong><br /> 10,000 ANSI Lumens <A href=&quot;javascript:openWindow2();&quot;>product details</A> <br /> <strong>£850 p/day - £2,550 p/week</strong> </div> </li></ul></ul><ul><ul><li>There are no alt tags used on the images as demonstrated above. Again it is good seo practice to add keywords into image descriptions in alt tags so as not to miss out on image search traffic </li></ul></ul><ul><li>Also image “alt” tags are included in the source code of an image to define alternative text for site visitors who cannot view graphics. </li></ul><ul><li>These are also crawled by search engines and therefore using keywords in these tags is intrinsically useful for your seo. </li></ul>
  19. 19. Technical <ul><li>The source code on the home page, seen on the right shows the title tag as the first line in the Head area, which is the best option for seo. </li></ul><ul><li>However the description tag and the keyword tags should come next before the other information if possible. </li></ul><ul><li>These comments are relevant for all pages on the site. </li></ul>
  20. 20. Technical <ul><li>Robot.txt </li></ul><ul><ul><li>If there are specific pages that you dont want search engines to crawl a file can be set up to tell them not to crawl specific pages </li></ul></ul><ul><li>Browser compatibility </li></ul><ul><ul><li>This can be checked to ensure the site works in latest browser updates and in new ones and some older versions of existing ones </li></ul></ul><ul><li>Webmaster tools and XML sitemap submissions </li></ul><ul><ul><li>Webmaster tools in the three main search engines and an XML sitemap should be set up and this should then be submitted to the search engines regularly to ensure all pages get the best chance to be indexed </li></ul></ul>
  21. 21. Backlinks <ul><li>These need to be developed to help with pagerank. </li></ul><ul><li>Essentially links to a site are a vote in favour of that site and link popularity is one factor search engines use in their algorithms. </li></ul><ul><li>They need to be relevant to your site and business </li></ul><ul><li>Where to generate backlinks </li></ul><ul><ul><li>Professional bodies, associations, industry associations </li></ul></ul><ul><ul><li>Partners, suppliers etc </li></ul></ul><ul><ul><li>Directories relevant to your business </li></ul></ul><ul><ul><li>Through pickups in social media and PR activity </li></ul></ul><ul><ul><li>Asking specific sites </li></ul></ul><ul><li>This will be ongoing as part of the seo activity </li></ul>
  22. 22. Usability <ul><li>There are a number of additions and amends to the site that need to be considered to help users stay on the site and engage with it </li></ul><ul><ul><li>Contact us should also offer a data capture form </li></ul></ul><ul><ul><li>Newsletter sign up </li></ul></ul><ul><ul><li>Request a quote </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Audio </li></ul></ul><ul><ul><li>Demo of products and services? </li></ul></ul><ul><ul><li>PDF downloads – data sheets of hire equipment </li></ul></ul><ul><ul><li>Social bookmarking – Add this/Share this </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Site search </li></ul></ul><ul><ul><li>Other resources </li></ul></ul><ul><li>The data needs to be collected at the back end/database </li></ul><ul><li>Once the new pages are set up NP to assess the usability and IS Media to add the above where agreed and relevant. </li></ul>
  23. 23. Local Marketing <ul><li>Submit to Google, Yahoo! And MSN/Bling local marketing centres and optimise accordingly. </li></ul><ul><li>Look at other local marketing sites and directories and submit to these too </li></ul><ul><li>Use local marketing terms in specific adwords campaigns and on specific landing pages for these eg Bristol, Gloucestershire. </li></ul>
  24. 24. Social Media <ul><li>Set up IS media groups in as many social networking sites as possible, the main ones being Twitter, Facebook, Linkedin and Flickr </li></ul><ul><li>Undertake some digital asset optimisation ie look at all the digital assets the business has and then distribute this on the site or on social networking sites. </li></ul><ul><li>The key is to use the sites correctly and optimise content for the key terms you need to be found under </li></ul><ul><li>Then look to see how you can monitor the activity and traffic/links you generate from this over time. </li></ul><ul><li>NP can set these up or optimise copy for these sites or both. Ongoing updating of these sites is critical and who will be responsible for this needs pinning down. </li></ul>
  25. 25. PR <ul><li>Online PR can generate traffic and as sites pickup stories. Links back to the web site will also develop. </li></ul><ul><li>There are several different sites, some paid for and some free. I suggest we trial a mix of these. </li></ul><ul><li>A plan of what articles need to be written and when, in addition to spur of the moment stories, needs outlining. </li></ul><ul><li>The new product, the latest web site version, business wins, authoritative observations, news can all be good forms of PR </li></ul><ul><li>NP to draft ideas for planned PR and where to send articles. </li></ul>
  26. 26. Adwords <ul><li>A list of keywords and terms have been generated for IS Media products and services. </li></ul><ul><li>A series of ad campaigns can be put together for specific sectors of the business. </li></ul><ul><li>Once set up and budgeted they can be monitored and tweaked on an ongoing basis to drive more traffic to the site </li></ul><ul><li>This can all be monitored through analytics and the campaigns can be adjusted as necessary. </li></ul><ul><li>Other self service advertising </li></ul><ul><ul><li>You tube sponsored videos, which works like adwords </li></ul></ul><ul><ul><li>Content placement videos in adwords </li></ul></ul><ul><ul><ul><li>Contextual </li></ul></ul></ul><ul><ul><ul><li>Placement – select the sites </li></ul></ul></ul><ul><ul><ul><ul><li>Exclusion tools </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Negative keywords </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Demographic targeting </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Placement performance reports </li></ul></ul></ul></ul><ul><li>NP will set up the adwords campaigns and manage them on an ongoing basis to start with. </li></ul>
  27. 27. Email Marketing <ul><li>Following the sector specific and product specific adwords advertising, any email marketing can be developed along the same lines. </li></ul><ul><li>Any data captured from the web site should be added to the email data lists. </li></ul><ul><li>Specific landing pages should be developed for each campaign with strong calls to action. </li></ul><ul><li>Follow up on click throughs needs to be timely </li></ul><ul><li>NP to work with PG on developing email marketing materials and data development. </li></ul>
  28. 28. Analytics <ul><li>Given the difficulties experienced in sharing analytics accounts and integrating with adwords it is recommended that the old account is closed and NP sets up a new adwords account and links a new analytics account to this. </li></ul><ul><li>Analytics can then be used to report on Adwords activity </li></ul><ul><li>Monthly reporting of key data and review of this is key </li></ul><ul><li>Goals need to be set up once the new page structure and usability features have been added to the site. </li></ul><ul><li>Analytics can then be used to see conversions of these goals and again action taken to improve performance over time. </li></ul>
  29. 29. Summary <ul><li>Current web site structure does not allow for enough content to enable proper SEO on the site </li></ul><ul><ul><li>New page structure has been recommended </li></ul></ul><ul><ul><li>Copy will need to be written for these new pages </li></ul></ul><ul><li>Current site is not engaging enough and doesn't encourage users to leave info, call or request info </li></ul><ul><ul><li>New usability features recommended </li></ul></ul><ul><li>Current site does not use all the potential keywords that will drive traffic over time </li></ul><ul><ul><li>Keyword analysis has been done and final selection of keywords and terms for initial set of pages needs finalising </li></ul></ul><ul><li>No seo has been done on the site </li></ul><ul><ul><li>url structure, meta data, h tags and anchor text will be recommended once final pages are in place. </li></ul></ul><ul><li>Opportunity to develop micro sites for existing sectors and new products in addition to pages on the site to try to dominate these sectors in search engines </li></ul><ul><ul><li>Further research into domain names required and discussion to finalise which ones to proceed with is necessary. </li></ul></ul>
  30. 30. Summary <ul><li>Technically there are some improvements that can be made to help the seo </li></ul><ul><ul><li>Recommend that validity and accessibility tests are run again once new pages are set up </li></ul></ul><ul><ul><li>Webmaster tools to be set up and an XML file set up on the site </li></ul></ul><ul><li>There are few backlinks to the site currently </li></ul><ul><ul><li>A backlink development programme to be set up and ongoing </li></ul></ul><ul><li>The site needs to be more engaging </li></ul><ul><ul><li>Specific features recommended for adding to the site in particular re data capture </li></ul></ul><ul><li>There is little or no online marketing, advertising or PR </li></ul><ul><ul><li>Recommended new advertising, pr and social media marketing programmes and a local marketing approach </li></ul></ul><ul><li>There is no reporting currently, although analytics has been set up </li></ul><ul><ul><li>Set up new analytics account and integrate with adwords. Report on all key visitor metrics and where possible on PR and Social Media activity </li></ul></ul><ul><ul><li>Use this data to continually develop and improve objectives of generating more traffic and more conversions through the web site </li></ul></ul>
  31. 31. Thanks for viewing this presentation. If you would like your own FREE online marketing audit leave your details with us and we will be in touch!