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Presented by Sam Shetty

Running a successful website
Who is Netregistry?
• Netregistry is Australia’s largest domain name & web hosting
provider. We are a one-stop-shop to help businesses get and grow
online.
• Netregistry also offers email, web design, website security and
online marketing solutions
• Since launching in 1997, Netregistry has helped over 500,000
Australian business of all sizes grow online. With 1 in 3 Australian
domain names are registered with Netregistry.
• Netregistry aims to educate business owners through a range of
online resources, eBooks and workshops.
About Sam - Me
• Career started in IT and then started consulting for startup
businesses
• My belief has always been how technology and people can bridge
together for business, with a focus on innovative software to create
a better customer experience.
• Worked with Netregistry for the past 8 years. Advising and helping
clients with their online strategies.
• An active speaker in the small business industry – trade shows,
government events and workshops
Who & Where
Events & Workshops
The Traditional Shopping Process is…

Linear, predictable, analog, brand-controlled
Source: The OPEN Brand: Digital Trends for 2011 by Resource Interactive

EC
The New Purchase Journey is…

Non-Linear, multi-channel, digital, consumer-controlled

Source : The OPEN Brand: Digital Trends for 2011 by Resource Interactive

EC
Buyers complete 60% of their
buying cycle before they contact
your organization.
CEB 2012
Where do you start ?
How do you know what your customers want ?
Different customers need different things
What will drive my traffic ?

*Via Forrester’s
Interactive Marketing
2012 Report
Which one is right for me ?
So - what are my options?
■ SEO - Search Engine Optimisation
■ SEA - Search Engine Advertising
■ SMM - Social Media Marketing
What is search engine optimisation?

Search engine optimisation (SEO) is the process of
improving the volume or quality of traffic to a web
site from search engines via “natural” (“organic” or
“algorithmic”) search results.
Wikipedia
Avoiding the 5 second ‘bounce’

5 seconds

…before a potential customer hits
the ‘Back’ button

Make sure they stay!
Tell them…
■ Who you are?
■ What you do?
■ Why is it important to them?
■ What to do next?
SEO setup
•
•
•
•
•
•

Google Analytics
Google webmaster tools
XML sitemap
Google +
Google Alerts
Social media setup
SEO checklist for new sites
•
•
•
•
•
•

Accessibility ( Google webmaster tools)
Keyword targeting (search volume/low difficulty/relevance)
Content quality & value
Design quality & usability
Social media setup ( Claim your name )
Link building strategy
Google Analytics
Your visitors
Keyword Data on Google analytics
Google Analytics measurement
Goal funnel visualization
Measuring Drop outs
GA other Analysis
Keyword research
Keyword research
•

Free tools : Google External keyword tool

•
•
•
•

Paid tools : Word tracker, Semrush, Keyword discovery
Target Long tail keywords and generic keywords
Target 2 to 3 keywords per page
Use Google adwords to test your keyword selection
Search Engine Optimisation
■
■
■
■
■
■
■
■
■
■
■
■
■
■

Indexing your website
Google analytics
Keyword research (Keyword research report)
Competition analysis
Site structure
Sitemap
Local business results
On-page optimisation
Image optimisation
Directory submission
Article submission
Link building
Social media setup
Blog
SEO tools
•
•
•
•
•
•
•
•
•

Google analytics (www.google.com/analytics)
Google webmaster tools (www.google.com/webmastertools)
Search Monitoring ( www.dashfolio.com)
Keyword research (www.semrush.com)
Image search (www.tineye.com)
Back links checker ( www.ahrefs.com)
SEO browser (http://www.browseo.net/)
Google updates (www.moz.com/google-algorithm-change)
Google penalty checker (www.fruition.net/sem/user/login)
What Do SEOs Believe Will Happen w/ Google’s Use of
Ranking Features in the Future?

While there was some significant contention about issues like paid links and ads vs. content, the
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
voters nearly all agreed that social signals and perceived user value signals have bright futures.
Website Usability
•
•
•
•
•
•

Simple & Easy to use
Design pages for scanning and not for reading
Good, visible, site navigation
Talk the same language like your users
Prioritize the key information( users look for) above the fold
Trust & Creditability need to be reinforced
SEO Process
Don’t allow 404 errors on your sitemap
SEO 2013
(SEO) Search Engine Optimisation now is …

“Social Engagement Optimisation ( SEO) ”
Combine search & social
How does Google decide ?
SEO of the past
SEO of the future
SEO Table
Ranking is not a business goal
• Being #1 is great, but
if it doesn’t drive
qualified traffic that
doesn’t convert for
business objectives,
then you haven’t
done anything.
Website speed
• Test site speed all the way through your
funnel, not just the homepage.
My hosting. Why should I bother?

•
•
•
•

Direct impact on your revenue
Customer experience
Repeat customers
Mobile users
Slow website speed cost sales
Website speed
Why does Google + matter
“ Within search results, information tied to verified online
profiles will be ranked higher than content without such
verification, which will result in most users naturally clicking on
the top (verified) results. The true cost of remaining
anonymous, then, might be irrelevance."

– Eric Schmidt
SEO chases the algorithm
Keeping up with Google
Hummingbird
In SEO, the Rich Get Richer
Should I outsource SEO ?
•
•
•
•
•
•

Do you have multiple sites ?
Do you have web design skills ?
Are you able to track results ?
Do you time to write articles ?
Are you able to acquire links for your website ?
Can you afford to spend 20 hours a month?

What is 20 hours of your time worth ..???
The SEO pyramid
Social signals

 Google and Bing moving toward social signals
 Matt Cutts (Google)
“Over time, Google will care more about identity and social reputation.”

 Duane Forrester (Bing)
“Social and links will hit an equilibrium. Social gives you insight into the
psychology of individuals and groups. There are a lot of people working to
figure out social signals at Bing. Social reveals intent, we’ll see how it
influences search.”

 Maile Ohye (Google):
“To rank well, provide an awesome product or service, then attract buzz:
natural links, +1s, likes, follows, shares…”
SEO limitations
■
■
■
■
■

Takes longer to get near the top
Google is always one step ahead
Flash websites are much harder to optimise
High competition for the best keywords
Difficult to rank high for generic keywords

Is there something else I can use to get around these
problems?
What is search engine advertising/ PPC

…a form of Internet marketing that seeks to
promote websites by increasing their visibility
in search engine result pages (SERPs)
through the use of paid placement, contextual
advertising, and paid inclusion.
Wikipedia
Why should you consider?
Where should I advertise ?
The process
CPC & Quality score
CPA & Quality score
Is PPC right for me ?
•
•
•
•
•
•
•
•

Does your business have a unique selling point ?
Do you stock products ?
Do you need to feed your sales team with leads ?
Low cost of lead acquisition
Do you need to measure ROI ?
Ability to focus on specific locations , time zone
Ability to change your marketing message daily
Better conversions
3 Types of Landing Pages
Before creating a landing page….
•
•
•
•
•
•
•

Business objectives
Know your audience
Visitor action
Entry points
Technical limitation of your target audience
Check domain name availability
Competitive analysis
What is social media marketing?

Social media marketing is a term that
describes use of social networks, online
communities, blogs, wikis or any other online
collaborative media for marketing, sales,
public relations and customer service.
Wikipedia
Search marketing vs. social media marketing

■ Search marketing:
Bringing customers to
your site
■ Social media marketing:
Going where your
customers are!
You might think social media is this
Businesses often ask the wrong question

How can my business sell more by using
social media?
There is a better question

How can I use the social web to help consumers
achieve their goals?
“Social Media Marketing:
Enables Others to Advocate for Your Business Through
Compelling Content”

Image credit: Ian Sane
Social media marketing
How does your audience behave?

73%

…of purchases are first researched
online

■ 69% of Aussie users read blogs
■ 83% have viewed video online

■ 39% subscribe to RSS feeds
Source * Universal McCann International social media research,
wave 3
You already have the skills
Social media setup
•
•
•
•
•
•
•

Claim your social profile
Setup up for business page for Social media sites
Make your website social
Embed your social feeds to your website
Setup social media monitoring ( hootsuite)
Setup a list of keywords to follow
Plan a strategy to motivate customers to share your
business on their social circle
Questions to get you started ...
1. Why are people interested in your organization or
cause?
2. What content creates conversation?
3. What content could create community?
4. What can the community create for your content?
(Collaborate and empower)
5. What content or ideas can you open up?
6. What added value can your content offer?
7. What does the medium dictate?
Success on social media
To Blog or not to Blog ?
• Blogs are search engine magnets that can drive traffic to
key areas of your company website.
• Blogs can gather sales leads.
• Blogs are a means of establishing leadership or expertise
in your industry.
• Blogs are a means of building relationships with customers
and prospects and improving customer interaction.
• Blogs offer the ability to communicate quickly on fastbreaking news, issues, or events.
• Blogs help build brand awareness and help define your
brand.
• Blogs are a low-cost marketing channel.
Social media market share
Social media is for B2B & B2C
Social media landscape
Why bother
Focus on what you post
Length of the post
Post content
When to post
Frequency of post
Mobile search
Mobile trends
•
•
•
•
•

Mobile growth and device adoption
The word “ mobile” is getting outdated
Tablets will replace majority of desktop users
HTML5 and responsive design will continue to grow
Mobile E commerce is growing
Impact of mobile on your business
Optimise for mobile
Mobile users are different from desktop users
Load time for websites
Load time for Mobile users
Conversion rate optimisation
What is conversion rate ?
What’s your conversation rate ?
CRO factors ?
Methods used for conversion tracking
Website usability tools
•
•
•
•
•

www.crazyegg.com
www.clicktale.com
www.kissmetrics.com
www.ghostrec.com
www.visualwebsiteoptimizer.com
Show delivery timescales and charges
Other important factors during checkout
Use a progress bar
Make search prominent
Don’t give customers too many ways to escape
Usability issues
Usability issues
Video works !!
Videos help you sell more
Is your website secure?
• 90% of businesses suffered some sort of
computer hack over the last 12 months
• More than 6,600 websites get added daily
to the Google malware blacklist
• 30% of all hacked websites is due to stolen
credentials such as FTP
• It takes 10 mins to crack a lowercase
password that is 6 characters long
My website has been hacked
•
•
•
•
•
•

Blacklisted by Google
Account suspended by hosting provider
Drop in search engine ranking
Bad user experience
Effect existing campaigns
Loss of business
Seriously consider removing registration
Email open rates
Emails on mobile
Conclusion
• Request a consultation
• Upcoming workshops
• Follow me on Linkedin

Thank you !!

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Decworkshop

  • 1. Presented by Sam Shetty Running a successful website
  • 2. Who is Netregistry? • Netregistry is Australia’s largest domain name & web hosting provider. We are a one-stop-shop to help businesses get and grow online. • Netregistry also offers email, web design, website security and online marketing solutions • Since launching in 1997, Netregistry has helped over 500,000 Australian business of all sizes grow online. With 1 in 3 Australian domain names are registered with Netregistry. • Netregistry aims to educate business owners through a range of online resources, eBooks and workshops.
  • 3. About Sam - Me • Career started in IT and then started consulting for startup businesses • My belief has always been how technology and people can bridge together for business, with a focus on innovative software to create a better customer experience. • Worked with Netregistry for the past 8 years. Advising and helping clients with their online strategies. • An active speaker in the small business industry – trade shows, government events and workshops
  • 6. The Traditional Shopping Process is… Linear, predictable, analog, brand-controlled Source: The OPEN Brand: Digital Trends for 2011 by Resource Interactive EC
  • 7. The New Purchase Journey is… Non-Linear, multi-channel, digital, consumer-controlled Source : The OPEN Brand: Digital Trends for 2011 by Resource Interactive EC
  • 8.
  • 9.
  • 10.
  • 11. Buyers complete 60% of their buying cycle before they contact your organization. CEB 2012
  • 12.
  • 13.
  • 14. Where do you start ?
  • 15. How do you know what your customers want ?
  • 16. Different customers need different things
  • 17. What will drive my traffic ? *Via Forrester’s Interactive Marketing 2012 Report
  • 18. Which one is right for me ?
  • 19. So - what are my options? ■ SEO - Search Engine Optimisation ■ SEA - Search Engine Advertising ■ SMM - Social Media Marketing
  • 20.
  • 21.
  • 22.
  • 23. What is search engine optimisation? Search engine optimisation (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via “natural” (“organic” or “algorithmic”) search results. Wikipedia
  • 24. Avoiding the 5 second ‘bounce’ 5 seconds …before a potential customer hits the ‘Back’ button Make sure they stay! Tell them… ■ Who you are? ■ What you do? ■ Why is it important to them? ■ What to do next?
  • 25. SEO setup • • • • • • Google Analytics Google webmaster tools XML sitemap Google + Google Alerts Social media setup
  • 26. SEO checklist for new sites • • • • • • Accessibility ( Google webmaster tools) Keyword targeting (search volume/low difficulty/relevance) Content quality & value Design quality & usability Social media setup ( Claim your name ) Link building strategy
  • 29. Keyword Data on Google analytics
  • 35. Keyword research • Free tools : Google External keyword tool • • • • Paid tools : Word tracker, Semrush, Keyword discovery Target Long tail keywords and generic keywords Target 2 to 3 keywords per page Use Google adwords to test your keyword selection
  • 36. Search Engine Optimisation ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ Indexing your website Google analytics Keyword research (Keyword research report) Competition analysis Site structure Sitemap Local business results On-page optimisation Image optimisation Directory submission Article submission Link building Social media setup Blog
  • 37. SEO tools • • • • • • • • • Google analytics (www.google.com/analytics) Google webmaster tools (www.google.com/webmastertools) Search Monitoring ( www.dashfolio.com) Keyword research (www.semrush.com) Image search (www.tineye.com) Back links checker ( www.ahrefs.com) SEO browser (http://www.browseo.net/) Google updates (www.moz.com/google-algorithm-change) Google penalty checker (www.fruition.net/sem/user/login)
  • 38. What Do SEOs Believe Will Happen w/ Google’s Use of Ranking Features in the Future? While there was some significant contention about issues like paid links and ads vs. content, the http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html voters nearly all agreed that social signals and perceived user value signals have bright futures.
  • 39. Website Usability • • • • • • Simple & Easy to use Design pages for scanning and not for reading Good, visible, site navigation Talk the same language like your users Prioritize the key information( users look for) above the fold Trust & Creditability need to be reinforced
  • 41. Don’t allow 404 errors on your sitemap
  • 42. SEO 2013 (SEO) Search Engine Optimisation now is … “Social Engagement Optimisation ( SEO) ”
  • 44. How does Google decide ?
  • 45. SEO of the past
  • 46. SEO of the future
  • 48. Ranking is not a business goal • Being #1 is great, but if it doesn’t drive qualified traffic that doesn’t convert for business objectives, then you haven’t done anything.
  • 49. Website speed • Test site speed all the way through your funnel, not just the homepage.
  • 50. My hosting. Why should I bother? • • • • Direct impact on your revenue Customer experience Repeat customers Mobile users
  • 51. Slow website speed cost sales
  • 53. Why does Google + matter “ Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance." – Eric Schmidt
  • 54. SEO chases the algorithm
  • 55. Keeping up with Google
  • 57. In SEO, the Rich Get Richer
  • 58. Should I outsource SEO ? • • • • • • Do you have multiple sites ? Do you have web design skills ? Are you able to track results ? Do you time to write articles ? Are you able to acquire links for your website ? Can you afford to spend 20 hours a month? What is 20 hours of your time worth ..???
  • 60. Social signals  Google and Bing moving toward social signals  Matt Cutts (Google) “Over time, Google will care more about identity and social reputation.”  Duane Forrester (Bing) “Social and links will hit an equilibrium. Social gives you insight into the psychology of individuals and groups. There are a lot of people working to figure out social signals at Bing. Social reveals intent, we’ll see how it influences search.”  Maile Ohye (Google): “To rank well, provide an awesome product or service, then attract buzz: natural links, +1s, likes, follows, shares…”
  • 61. SEO limitations ■ ■ ■ ■ ■ Takes longer to get near the top Google is always one step ahead Flash websites are much harder to optimise High competition for the best keywords Difficult to rank high for generic keywords Is there something else I can use to get around these problems?
  • 62. What is search engine advertising/ PPC …a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion. Wikipedia
  • 63. Why should you consider?
  • 64. Where should I advertise ?
  • 66.
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  • 68.
  • 69. CPC & Quality score
  • 70. CPA & Quality score
  • 71. Is PPC right for me ? • • • • • • • • Does your business have a unique selling point ? Do you stock products ? Do you need to feed your sales team with leads ? Low cost of lead acquisition Do you need to measure ROI ? Ability to focus on specific locations , time zone Ability to change your marketing message daily Better conversions
  • 72. 3 Types of Landing Pages
  • 73. Before creating a landing page…. • • • • • • • Business objectives Know your audience Visitor action Entry points Technical limitation of your target audience Check domain name availability Competitive analysis
  • 74. What is social media marketing? Social media marketing is a term that describes use of social networks, online communities, blogs, wikis or any other online collaborative media for marketing, sales, public relations and customer service. Wikipedia
  • 75. Search marketing vs. social media marketing ■ Search marketing: Bringing customers to your site ■ Social media marketing: Going where your customers are!
  • 76. You might think social media is this
  • 77. Businesses often ask the wrong question How can my business sell more by using social media?
  • 78. There is a better question How can I use the social web to help consumers achieve their goals?
  • 79. “Social Media Marketing: Enables Others to Advocate for Your Business Through Compelling Content” Image credit: Ian Sane
  • 81. How does your audience behave? 73% …of purchases are first researched online ■ 69% of Aussie users read blogs ■ 83% have viewed video online ■ 39% subscribe to RSS feeds Source * Universal McCann International social media research, wave 3
  • 82. You already have the skills
  • 83. Social media setup • • • • • • • Claim your social profile Setup up for business page for Social media sites Make your website social Embed your social feeds to your website Setup social media monitoring ( hootsuite) Setup a list of keywords to follow Plan a strategy to motivate customers to share your business on their social circle
  • 84. Questions to get you started ... 1. Why are people interested in your organization or cause? 2. What content creates conversation? 3. What content could create community? 4. What can the community create for your content? (Collaborate and empower) 5. What content or ideas can you open up? 6. What added value can your content offer? 7. What does the medium dictate?
  • 86. To Blog or not to Blog ? • Blogs are search engine magnets that can drive traffic to key areas of your company website. • Blogs can gather sales leads. • Blogs are a means of establishing leadership or expertise in your industry. • Blogs are a means of building relationships with customers and prospects and improving customer interaction. • Blogs offer the ability to communicate quickly on fastbreaking news, issues, or events. • Blogs help build brand awareness and help define your brand. • Blogs are a low-cost marketing channel.
  • 88. Social media is for B2B & B2C
  • 91. Focus on what you post
  • 97. Mobile trends • • • • • Mobile growth and device adoption The word “ mobile” is getting outdated Tablets will replace majority of desktop users HTML5 and responsive design will continue to grow Mobile E commerce is growing
  • 98.
  • 99.
  • 100. Impact of mobile on your business
  • 102. Mobile users are different from desktop users
  • 103. Load time for websites
  • 104. Load time for Mobile users
  • 109. Methods used for conversion tracking
  • 111. Show delivery timescales and charges
  • 112. Other important factors during checkout
  • 115. Don’t give customers too many ways to escape
  • 119. Videos help you sell more
  • 120. Is your website secure? • 90% of businesses suffered some sort of computer hack over the last 12 months • More than 6,600 websites get added daily to the Google malware blacklist • 30% of all hacked websites is due to stolen credentials such as FTP • It takes 10 mins to crack a lowercase password that is 6 characters long
  • 121. My website has been hacked • • • • • • Blacklisted by Google Account suspended by hosting provider Drop in search engine ranking Bad user experience Effect existing campaigns Loss of business
  • 125. Conclusion • Request a consultation • Upcoming workshops • Follow me on Linkedin Thank you !!