beyond the website. on the high-street, no small business can compete with big retailers in terms of...
TRANSCRIPT
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Beyond The Website
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• On the high-street, no small business can compete with big retailers in terms of their shop window.
• On the web every business, regardless of size, has the same shop window – 1 home page.
Why a website?
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Website
Inform
Sell
Exchange
Social Media
Text
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What makes a good website?
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Appearance
• Ease of use• Attractiveness• Quality of
content
Function
• Transactions• Exchange of
information
Traffic
• SEO• Links
What makes a good website?
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Website Health Check
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it’seeze health check
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it’seeze health check
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it’seeze health check
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it’seeze health check
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it’seeze health check
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Search Engine Optimisation (SEO)
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• SEO (Search Engine Optimisation) is the process of improving a website’s ranking within search results through a combination of on-page changes (such as creating good headings) and off-page changes (such as gaining links from third-party websites).
What is SEO?
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• The title is the single most important metadata to optimise in order to improve a website’s ranking.
• The title should include keywords that web users will search to find a business’ products / services.
• This title is shown on the web browser tab and in the browser title bar when viewing the web page.
• The title is also the main link in a search engine’s results page.
• The title is often incorrectly called the title tag.
Metadata - Title
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• The meta description does not affect a web page’s ranking.
• The meta description is often used as the longer description of text that appears in the search result.
• It can act as a ‘pitch’ to encourage web users to click through to the web page.
• The meta description is often incorrectly called the description tag.
Metadata – Meta Description
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• Include keywords in heading elements of your web page.
• Keywords that appear within heading elements have a greater effect on relevance than keywords that appear in the body text.
• Heading elements are often incorrectly called heading tags.
Metadata – Headings
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• Search engines rely on finding text associated with the images to be able to determine their subjects.
• Alt text is intended for human consumption.
• Alt text should convey equivalent information.
Metadata – Alt Text
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• Keywords are the search terms that are related to your business
• Select keywords that web users will search to find your products / services.
• Include keywords in the Title of your web page.
• Include keywords in the body text of your web page.
• Ensure to avoid keyword stuffing as this can harm the website’s ranking.
Keywords
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• Something short, memorable, and easy to type.
• A domain name should be chosen with a human audience in mind
• Remember, exact match domain names (domain names with keywords) no longer have an influence on ranking.
What should my domain name be?
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Link Building
• Link building is the process of gaining incoming links in order to improve ranking.
• Natural links – links a website gains as a result of people just deciding to link to it. This is a slow process but are the best kind of links.
• Self-created links – links to a website that the website owner can create on other websites. E.g. linking to a website in a comment posted to a blog or social network post.
• Ensure not to link exchange (linking to a website in return for a link back). Creating too many of this link building technique can look suspicious and search engines can punish the website.
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Keep monitoring your site’s performance…
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… so you can react accordingly
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• One-to-one marketing
• Permission marketing
• Segmentation
• Personalisation
• Relationship Marketing
Empowering the individual
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Acquire
•Sign Ups•Prospects/email subscribers
Convert
•Welcome strategy•Lead nurturing program•Conversion program bulk – segmented•Abandoned Cart Email (ACE)
Grow
•Behaviour segmentation and targeting•Transactional emails•Social media strategy
Retain
•Customer satisfaction survey•Birthday email•Contact frequency adjustment
Re-activate
•Target your inactives•Reactivation program•Win back program
Customer Cycle
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The Contact Form
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Lists and Databases
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Email and the Website
• Build traffic
• Link to relevant pages
• Create bespoke landing pages• Questionnaires• Competition entry forms• Quizzes• Events• Newsletter Sign Ups
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Relationship Marketing
• Questionnaires
• Viral
• Competition
• Games and Quizzes
• Welcome
• Birthday
• Events
• Newsletter
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Relationship Marketing
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Any questions
Thank you for listening