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

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)

15. Promoting your e-business
(Search, Social & Paid)

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