Running a successful website

Presented by Sam Shetty

Agenda

• The Online landscape

• Understanding Online marketing

• Understanding SEO

• SEO 2014

• Pay Per Click Advertising

• Conversion rate optimisation

• Email marketing

• Q & A

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.

• Working with Netregistry for the past 9 years. Advising and helping

clients with their online strategies.

• An active speaker in the small business industry – trade shows,

government events and workshops

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.

Events & Workshops

Where do you start ?

Your Online journey ….

“If you don’t know where you are going, you

might not get there ”

Common issues ?

• Does your website get enough traffic ?

• Are you struggling with website conversions?

• Are you targeting the right audience ?

• Is your website search engine friendly ?

• Is your website customer friendly ?

• Is your website quick to load ?

• Do you have the right call to action ?

• What does the online community think about your website?

New sales process

The selling process

Steps to success

Sources of new visitors

Understanding your customers

Understanding your website visitors

• How many clicks on an average does it take for a visitor to convert ?

• How long from the first visit, does it take for a visitor to convert ?

• When do I need to appear for research keywords (eg “ Home loans”)

• When Do I need to appear for transactional keywords ?

• When is really the best /day /week /month to send an email to the client?

Questions you should be asking ?

• What is the purpose of the website ?

• What are you trying to get your users to do once they arrive on your

website ?

• Who is your target audience ?

• How are you going to measure success ?

Avoiding the 5 second ‘bounce’

Make sure they stay!

Tell them…■ Who you are? ■ What you do?■ Why is it important to them?■ What to do next?

5 seconds…before a potential customer hits the ‘Back’ button

Which one is right for me ?

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

Is Google sending you enough traffic ?

Google analytics : Free Tool for tracking your website traffic

Sign up : www.google.com/analytics

Google analytics help you measure the following

Number of unique visitors to your website on a weekly/Monthly basis

Average time website visitors spend on your website

Type of users ( Desktop users / Mobile users )

Bounce rate ( % of visitors who leave your website without spending time )

Conversion rates ( Signups / purchases )

Source of visitors ( Direct / newsletters / Google search / PPC)

Keywords generating traffic

Measuring ROI of marketing campaigns

One time setup and can be configured to send weekly reports via emails

Google Analytics

Basic measurement on Analytics

Google Analytics measurement

Is Google recognising your efforts ?

Google webmaster tools : Free tool from Google for checking your current visibility.

www.google.com/webmastertools

Google webmaster tools gives you the following insights

How many websites are linking to your website

Alerts you when your website gets infected by Malware

Helps you submit your website sitemap to Google

Helps you understand your click through rates

Allows you to resubmit your website if it is blacklisted by Google

Google webmaster tools

SEMRUSH.COM

Website content

How does Google decide ?

SEO Table

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

Website speed

• Test site speed all the way through your

funnel, not just the homepage.

Website speed

My hosting, why should I bother ?

• Direct impact on your revenue

• Customer experience

• Repeat customers

• Mobile users

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 fast-breaking news, issues, or events.

• Blogs help build brand awareness and help define your brand.

• Blogs are a low-cost marketing channel.

Blogging attracts more visitors

Multichannel reach

Google looks at everything

Video for Online marketing

You Tube optimisation

Hummingbird

Google search results

In SEO, the rich get richer

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.

The SEO pyramid

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)

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 ..???

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

Key action points : SEO

• Activate Google Analytics

• Activate Google webmaster tools

• Activate Google places

• Setup Google + account

• Check website speed

• Start getting backlinks for your website

• Add quality content to your website

• Start Blogging

• Submit articles

• Add videos on your website

• Monitor Google Analytics on a weekly basis

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

CPC & Quality score

CPA & Quality score

Social advertising

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

Key action points

• Run an Pay per click campaign to test your website

• Identify the conversion rate of your website

• Do A/B testing on your landing page

• Focus on smaller wins on your website, not just sales

• Try different advertising platforms

• Use a mix of advertising platforms

• Activate conversion tracking on Google Analytics

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

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

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

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…”

Length of the post

Post content

Frequency of post

When to post

Responsive websites

Mobile users are different from desktop users

Local information seekers take action

Conversion rate optimisation

CRO factors ?

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

Email marketing

Reading emails on mobile devices

Email marketing trends

• 45% of marketers use pop-up windows on their website

to collect email addresses.

• Increasing concern about list health, list hygiene and

deliverability.

• Half of all unique email opens occur on mobile devices.

• Make sure your emails are as visually appealing on

mobile devices.

• 70% of brands are not personalizing emails sent to

subscribers.

Email open rates

Emails on mobile

Online marketing resources

• Matt cutts (www.mattcutts.com/blog)

• Moz.com

• www.searchengineland.com

• On page SEO report (www.lipperhey.com)

• Heat maps (http://www.crazyegg.com/)

• marketo.com

Key Action points

• Decide on which social media platform is suitable for

your website.

• Use social media monitoring tools to measure your

social reputation.

• Ask questions on social media and let customers to

comment on your social media pages.

• Do not delete negative comments

• Focus on conversion rate optimisation

• Use Email marketing as an acquisition strategy

• Ensure your website is mobile friendly

Conclusion

• Q & A

Sam.shetty@netregistry.com.au

Thank you !!