SlideShare a Scribd company logo
[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Making the most of your website  Agenda
[object Object],[object Object],[object Object],It’s all about size
[object Object],[object Object],It’s all about size
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Making the most of your website  Agenda
The 2 most common questions   I don’t think my website’s working for me, what can I do? How do I get more people to visit my website?
1 Answer   How is your website performing right now?
Everything on the internet can be measured You just have to know how If it can’t be measured – it’s probably not worth doing
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Website performance – what you need to know
www.google.com/analytics
www.google.com/webmaster
Low conversion % - then let’s look at your site
The Rudiments The right name
Choosing a name – The Good www.diy.com www.blogger.com www.itv.com www.wispa.co.uk www.formula1.com www.tesco.co.uk
The right Name  ,[object Object],[object Object],[object Object],[object Object],[object Object]
Choosing a name – The Ugly www.speedofart.com
Choosing a name – The Ugly www.whorepresents.com
Choosing a name – The Ugly www.penisland.net
Is your site ready? Do the pages open quickly? Is it easy to navigate? Loaded with compelling and relevant content?
Does it Grab the Attention?   A –  I –  D –  A –  Grab their  ATTENTION Generate an  INTEREST Build the  DESIRE Promote the  ACTION
Great conversion % - then let’s look building visitor numbers
Delivering traffic to  your  website
Why Optimise your Site?
Why Optimise your Site? Fewer than 50% of Google users go beyond page 1 Less than 10% go beyond Page 2
Search Engine Optimisation (SEO) ,[object Object],[object Object],[object Object],The art of integrating keywords – making pages “search friendly”
What’s the big secret? ,[object Object],[object Object],[object Object],There Isn’t one!
[object Object],[object Object],[object Object],[object Object]
Not yet…. go and register with DMOZ first www.dmoz.org
How do Search Engines Work? ,[object Object],[object Object],[object Object],[object Object]
90% of searches conducted on top 4 search engines  Google 72% Yahoo 12% Bing 10% Ask 4%
[object Object],[object Object],[object Object],[object Object],[object Object]
What’s the big secret? Probably the most important  content on your web site
Choosing Keywords ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Google Keyword tool
Where do they go?
[object Object],[object Object],[object Object],[object Object],Where to place Keywords HTML Page Title
Where to place Keywords Page Content
Where to place Keywords Meta Description Tag ,[object Object],[object Object],[object Object]
Where to place Keywords Alternative Attribute – aka Alt Tag ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Where to place Keywords Name files with keywords
Page Title Description Meta Tag Web Address Key phrase searched on
Where do they go? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What Else Counts? ,[object Object],[object Object],[object Object]
Link popularity
Are you registered?
Remember ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
Probably  the  greatest marketing opportunity   known!
PPC Results
Pay per Click aka PPC, Adwords, Sponsored Links ,[object Object],[object Object],[object Object],[object Object],[object Object]
Pay per Click – How it works 1 st  ad on page Bid 30p per click Pay 1p
Pay per Click – How it works 1 st  ad on page Bid 30p per click Pay 3p 2nd ad on page Bid 20p per click Pay 1p
Pay per Click – How it works 1 st  ad on page Bid 30p per click Pay 3p 2 nd  ad on page Bid 20p per click Pay 1p 3 rd  ad on page Bid 50p per click Pay 5p
The genius that is CTR ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Pay per Click – How it works CTR 1.5% 1.5 x 30p = 45 Pay 3p CTR 3% 3 x bid 20p = 60 Pay 1p CTR 1% 1 x bid 50p = 50  Pay 5p The impact of Quality Score 1 st  ad 2 nd  ad
[object Object],[object Object],[object Object]
Pay per Click – Champion & Challenger 53% 1085  22,849  4.75% 47%  476  20,262  2.35%
What else is there?
 
Email Marketing
Why Email Marketing? ,[object Object],[object Object],[object Object],[object Object]
Why Email Marketing? It’s Not Expensive
Why Email Marketing? ,[object Object],[object Object],[object Object]
Why Email Marketing? It’s Effective
Why Email Marketing? Sector Sent Delivery Open Rate CTR Response B2C Acquisition 100% 91% 29% 27% 6% B2C Retention 100% 91% 32% 28% 12% B2B Acquisition 100% 88% 32% 25% 4% B2B Retention 100% 90% 37% 30% 13% Source – DMA Email Marketing Benchmarks Survey
Why Email Marketing? It’s Easy
Email Marketing – Tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Email Marketing – Key Elements to success ,[object Object],[object Object],[object Object]
 
Viral Marketing ,[object Object],[object Object],[object Object]
Viral Marketing -How ,[object Object],[object Object],[object Object]
Viral Marketing – How & Why 20 400 20 x 20 400 x 20 8000 400 x 20 160,000 160,000 x 20 3.2m
Viral Marketing
 
 
Blogging – Why ,[object Object],[object Object],[object Object],[object Object],[object Object]
Blogging – Where www.blogger.com www.wordpress.com www.typepad.com www.movabletype.com
Social Networks Business Networks
Facebook IS Shirley Crabtree
Online Networking - Why   ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
TWITTER
Twitter – Micro Blogging or Social Networking
 
Video Marketing ,[object Object],[object Object],= You’ve been framed! Business Opportunity   2nd most searched site on the internet
Your Video Video Marketing
What the heck is Social Media?
 
Guerrilla E-Marketing 30 September 2010 – N. Wilts Guerrilla e-marketing Join the r-evolution
What’s Next? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Support and Advice Andy Poulton Business Link www.businesslink.gov.uk/southwest 0845 600 66 99 T:  01793 20 80 99 M:  07966 547146 E:  [email_address]
Support and Advice ,[object Object],[object Object],[object Object],[object Object],[object Object]
Resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Support and Advice Andy Poulton Business Link T:  01793 20 80 99 M:  07966 547146 E:  [email_address]

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