Don't Think You Need SEO, Speak To ASOS By Rob Twells & Liam Nelson (Founders of Frogspark, frogspark.co.uk) For Moda UK Fashion, NEC Birmingham, 4th - 6th August 2019

1. Don't think you need SEO?
Please see ASOS profits...
By Rob Twells & Liam Nelson
Head Office: Darley Abbey Mills, The Cotton Suite, 2nd Floor, The Long Mill, Derby, DE22 1DZ

2. hello@frogspark.co.ukfrogspark.co.uk
@RobTwellsUKHow did we start…
School… University… Business?

4. hello@frogspark.co.ukfrogspark.co.uk
@RobTwellsUKWhat we do
Web design Web apps Marketing Branding

5. frogspark.co.uk hello@frogspark.co.uk
@RobTwellsUKWhat we’ll be running through…
What went wrong for ASOS?
What SEO actually is and why it’s important for your online business
5 actionable ways you can boost your online visibility
Why you can’t just relax with your added website traffic
Some tools to help you…

6. hello@frogspark.co.ukfrogspark.co.uk
@RobTwellsUKSo what happened to ASOS?
ASOS recently announced an 87% drop in profits following “a difficult year” (£29M - £4M)
“To stay competitive, the retailer launched 200 localised
microsites – smaller sites which perform alongside its main
website – which had a negative effect on ASOS’ search
engine rankings.”
ASOS also made significant changes to their website in order to improve the websites conversion rate…

7. hello@frogspark.co.ukfrogspark.co.uk
@RobTwellsUKWhat happened?
Duplicate
content &
doorway pages
Doorway pages are pages or
websites made specifically
to increase ranking for very
specific search queries.
Google finds this bad for
users as it can lead to
duplicate content and pages
with overlapping themes,
which all take users to the
same destination in the end.
Website
changes
ignored SEO
implications
The site’s redesign heavily
featured new interactive
elements, which
significantly impacting their
load times on both desktop
and mobile views. To be fully
loaded, the site’s homepage
takes a whopping 12
seconds.

8. hello@frogspark.co.ukfrogspark.co.uk
@RobTwellsUKSo, what is SEO?
How does a search engine actually work?
Crawl Index Rank

9. hello@frogspark.co.ukfrogspark.co.uk
@RobTwellsUKTwo sides to SEO
On site SEO
Site performance
Internal links
Site structure
Redirects
Meta information
Site maps
Off site SEO
Backlinks
Social media
Contact details
Reviews
Press
Authority

10. 5 easy ways to gain visibility

11. hello@frogspark.co.ukfrogspark.co.uk
@RobTwellsUK1) Gather data & act upon it
Audience: measuring traffic

12. hello@frogspark.co.ukfrogspark.co.uk
@RobTwellsUKGather data & act upon it
Acquisition: where is my traffic coming from?

13. hello@frogspark.co.ukfrogspark.co.uk
@RobTwellsUKGather data & act upon it
Behaviour: where are we being let down?

14. Action, measure, learn

15. hello@frogspark.co.ukfrogspark.co.uk
@RobTwellsUK2) Build authority with links
Use existing partners Guest post
Leverage pr Sponsor events

16. Leverage existing relationships

17. hello@frogspark.co.ukfrogspark.co.uk
@RobTwellsUK3) Gather reviews & improve listings

18. Online review contribute
13% towards your rankings

19. hello@frogspark.co.ukfrogspark.co.uk
@RobTwellsUK3) Be consisting with listings

20. 88% of people use online reviews as part
of their purchasing decision

21. hello@frogspark.co.ukfrogspark.co.uk
@RobTwellsUK4) Give value & be an expert
Give value, externally Shareable content
Be the expert Increase website traffic

22. hello@frogspark.co.ukfrogspark.co.uk
@RobTwellsUK5) Lay the technical foundations
Alt tags Content Meta info Speed
Schema Mobile Structure In links

23. But what good is additional traffic if your site isn’t ‘working’ for you?
“Conversion rate optimisation..”

24. hello@frogspark.co.ukfrogspark.co.uk
@RobTwellsUKWhat is CRO?
A structured approach to improving your websites performance
Informed by data & analytics
Defined by your website goals & KPIs
Taking traffic and making the most of it
Managed by CR% (ie the % of people that complete and action measured against traffic)

25. hello@frogspark.co.ukfrogspark.co.uk
@RobTwellsUKWhy is it important? Well, in a nutshell…
10,000
Visit per month
2%
Conversion rate
£100
Avg order value
£20,000
Revenue
10,000
Visit per month
3% (+1%)
Conversion rate
£100
Avg order value
£30,000
Revenue
What if we combined SEO & CRO?
12,500(+25%)
Visit per month
3.5% (+1.5%)
Conversion rate
£125 (+£25)
Avg order value
£54,678
Revenue

26. So, how do we improve conversion
rates?

27. frogspark.co.uk hello@frogspark.co.uk
@RobTwellsUKRemove barriers to entry
Guest
checkout
First
impressions
Mobile ready
Don’t ask too
much

28. frogspark.co.uk hello@frogspark.co.uk
@RobTwellsUKProvide transparency
Don’t hide info Be upfront
Same
questions?
Are
expectations
managed?

29. frogspark.co.uk hello@frogspark.co.uk
@RobTwellsUKBuild trust & confidence
Would you
trust it?
Social proof?
Product
reviews
Don’t make me
think!

30. frogspark.co.uk hello@frogspark.co.uk
@RobTwellsUKProvide all the answers
What do we
get asked?
Can we help
with their
decision?
Do we make
sense to
newbies?
Commonly
asked
questions

31. frogspark.co.uk hello@frogspark.co.uk
@RobTwellsUKProvide a focus
Prioritise
navigation
Prioritise CTA’s
1 primary
action per
page
Highlight key
areas

32. How do we make decisions?

33. hello@frogspark.co.ukfrogspark.co.uk
@RobTwellsUKGoogle analytics

34. hello@frogspark.co.ukfrogspark.co.uk
@RobTwellsUKHeat mapping

35. hello@frogspark.co.ukfrogspark.co.uk
@RobTwellsUKScroll maps

36. hello@frogspark.co.ukfrogspark.co.uk
@RobTwellsUKSplit testing

37. hello@frogspark.co.ukfrogspark.co.uk
@RobTwellsUKA great example
Great call to action
If I’m unsure, I can
watch the ‘overview
video’
Addresses
questions/barriers
such as shipping/
returns/support
Reviews and
visibility on common
customer queries
about product

38. Some of this might seem complex
Claim your FREE website audit by heading to…
frogspark.co.uk/free-audit-event/
Thank you, questions?

39. frogspark.co.uk hello@frogspark.co.uk
@RobTwellsUK
Thank you
hello@frogspark.co.uk
01332 493766
Darley Abbey Mills, Derby, DE1 1DZ