Getting the most from your Website
Presented byDaniel Rowles
Who Am I? Econsultancy Trainer and Consultant Trainer/Consultant for IAB and CIM 14 Years experience in digital marketing Both client and agency side
Clients like Vodafone, BBC, MasterCard, Boots, DuPont, Warner Bros, Lego, Tesco, John Lewis
Domestics 1 Hour
• Websites and User Experience• Developing and Managing Your Site• Search Engine Optimisation• Analytics and Getting the Most from Your Site
Handouts Questions
Show of Hands?
Has a website currently? Sells directly through their site? Search optimisation? Uses analytics? Uses Facebook/Twitter for business?
Digital Marketing in Perspective
82% of consumers research products before they leave the house
Internet sales grew from 9.5% to 12.2% in 2011
Average website visit duration is just under 3 minutes
Average webpage visit is 59 seconds
All Stats from http://www.google.co.uk/intl/en/landing/internetstats/
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Jargon:
Digital Marketing is full of jargon
Common ones: SEO, PPC, CTR, SEM, IM
Stop me! Shout out!
What Designers Build
What Users See
Scanning
E or F Petterns
http://www.useit.com
Keeping your site legal with good accessibility
Do websites impede the disabled?“…the provision of goods, facilities and services“
Does the DDA apply to websites?
The Code of Practice specifically mentions websites
How is it judged?W3C Accessibility guidelines
www.w3c.org
Who has the best alt text?
Creating Websites1. Bespoke development2. Online Systems
1. 1and1.co.uk
3. Content management systems
Wordpress
http://wordpress.com
Highly flexible
Hosted or custom build
Plug-ins
Templates
Wordpress.com
Wordpress.org
Search Engine Marketing Two key options:
Search Engine Optimisation Pay Per Click
FREE PAID
PAID
Who do we search with (international)?
There are two factors which are vital to a successful SEO campaign:– On page optimisation– Link building
–Social Signals
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Which factors are important
• Read pages• Follow links on your page• Place different emphasis on keyword placement
How do Spiders work?
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Search Engine User
What’s allowed and what’s not – black hat vs. white hat
http://www.mattcutts.com/blog/ramping-up-on-international-webspam/
Keyphrase research
TV gorilla: impact on search volume
www.google.com/insights/search/
Seasonal Trends
“Fitted Kitchen”
Source: e-consultancy
How many words? Over 50% of searchers are using keyphrases
with 3 words or longer Around 30% of users search with 2 word
phrases Only 13% search with one word keyphrases
Writing for Search Engines
• Page Titles
• URL
• Meta Tags
• Headings <H1>
• Body Content
• Text Links
• ALT Tags
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Keyword Placement
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http://jacknadel.co.uk/
Page title Highly important Need to be unique Use primary keyphrases Given greatest weight in SE’s Match the page content 60 characters or less Keep important words at the front
Search Engine Results Page (SERPs)
Good and Bad Page Titles Same Agency, Same Company, Different Titles 1 Great, 1 Terrible!
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• Primary keywords in 1st paragraph• Check keyword density• Use paragraphs with headings
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Body
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Text links Use keyword strong links Enhances relevance of the target page
Read about Anchor Text Read about Anchor Text here..
Link building Fundamental part of SEO Includes internal linking structure within your
site PageRank should be used only as a guide to
the popularity of you site
Pagerank:
Part of Google algorithm
Quality of links
Reciprocal relevancy
Link building
Elliance, Inc (2007): www.elliance.com Available at: http://www.bpodr.co.uk/blog/a-quick-guide-to-link-bait
Link Bait Example
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Analytics packages Main approach to web analytics Page tagging
Common features and terminology shared by most web analytics packages
Focus today on Google Analytics
https://www.google.com/analytics
Key measurements
Source of traffic Search engine, email campaign, direct?
Volume of traffic Visitors, unique visitors, page views
Quality of traffic Returning visitors, length of stay, bounce rate
Goal conversion of traffic Sales, enquiries, advert clicks, sign-ups
Traffic sources Measures effectiveness of marketing campaigns Search engine rankings Email campaigns Offline marketing (direct traffic) Directory listings Adwords campaigns
Bounce rate Bounce = visitors who enter and exit site on same page
Example
Time on site Long time spent on site/ high average page views per visitor Positive? Engaging content Interested visitor
Negative? Difficult to navigate Unclear conversion path
Conslusions Think about what the users wants Make sure you’re appearing in the search engines Setup analytics and understand your visitors